G-MOS: Automating Ad Group Generation for Automotive eCommerce

Customer

Infoshina is an online store specializing in car tires and rims, offering self-pickup from their physical locations and nationwide delivery. They are a direct importer of tire brands such as Continental, Gislaved, Michelin, Goodyear, Bridgestone, Kelly, Debica, and more.

Challenge

Infoshina aimed to improve the relevance of its ads and increase the number of transactional queries from advertising campaigns. The goal was to automate the ad group creation process to enhance the management and quality of these campaigns.

Starting case

The Infoshina store offers a variety of tire options, and customers often search for products with specific characteristics, which are easy to filter on the website. However, apart from loyal customers, attracting new customers who search for particular products based on these characteristics is essential.

Before introducing the new system, the company used user queries matching the filters (e.g., tire size "195 65 r15") in search campaigns. Yet, these ads were updated manually, leading to several problems:

• The displayed product prices could be outdated or inaccurate, causing potential customer frustration.

• Some vital product details from the filters were missing in the ad descriptions, which led to lower relevance and click-through rates.

• Campaign settings sometimes had errors, like mismatched keywords and ad groups, reducing campaign effectiveness.

Even if certain characteristics were used in ads, specific products (like "Michelin Alpin 6 205/55 R16 91H") might not have had dedicated search campaigns.

Solution

There are two ways to improve ad relevance and boost the number of transactional queries from advertising:

• Hire more specialists;

• Set up automation for managing advertising campaigns.

The downside of the first approach is that it can lead to an inefficient use of technical specialists' time and an increased risk of mistakes during setup. This could result in higher project costs without a corresponding increase in profitability, and it might also distract from other important tasks, like strategic planning and running experiments.

For a retailer with a wide range of products like Infoshina, the best solution has been to automate the creation and management of search campaigns. This allows for automatically generating highly relevant ad groups for specific products, including additional characteristics that match the website's filters.

G-MOS benefits

The ability to automatically create and manage search campaigns was made possible with G-MOS, a tool developed in-house by Promodo.

G-MOS is an internal product from Promodo that helps manage model-specific search queries (such as Bamix Classic EO140) and ensures ads display with the most up-to-date pricing.

G-MOS capabilities

G-MOS uses algorithms to process data from various feeds, be it .xml or .csv files. These feeds can come from Merchant Center feeds, used for regular shopping campaigns, or from feeds specially created for G-MOS. G-MOS can work with it and its attributes as long as the feed follows a consistent structure.

By integrating with the Google Ads API, G-MOS allows for automatically creating search campaigns that are constantly updated in real-time based on any changes in the feed data.

Google Ads API allows developers to create applications that integrate directly with the Google Ads server. These applications enable advertisers and third-party developers to efficiently manage large or complex Google Ads accounts and campaigns.

Automatic updates are enabled by uploading the feed into the system, where you can set your own configurations for campaign creation. This ensures that the generated campaigns always display the latest prices in the ads and reflect the correct status for the ad groups.

G-MOS stands out from other automation services because it can handle not just product feeds but feeds that include any type of webpage. This includes articles, job listings, search results, filters, and events like concerts or exhibitions.

The service workflow

The data feed is first converted into the desired structure of groups, individual listings, and key attributes in the G-MOS database. Subsequently, the database is synced with the Google Ads account.

When configuring a profile in G-MOS, specific attributes are chosen that the service will retrieve from the feed. These attributes might include the product ID, model, brand, category, price, etc.

Based on a defined schedule, G-MOS regularly accesses the data feed, creates new groups for new products within the relevant campaigns, and updates the information in existing ad groups for products already listed. After this, the database is synced with the Google Ads account.

How G-MOS works:

Visualization of the ad structure

‍Setting up ad group automation for Infoshina

To supply the automation service with the required data for ad generation, the client created separate feeds for each filter attribute (e.g., tire size "195 65 R15", model "Michelin Alpin 6") as well as for individual product offers (e.g., "Michelin Alpin 6 205/55 R16 91H").

The service's mechanics were also suitable for tire models, as the website uses the Content API to send product data to the Merchant Center and doesn't rely on a separate product feed.

The service automatically generated search campaigns once we uploaded the new feeds to G-MOS. These campaigns now account for up to 50% more traffic from searches.

Results

The implementation of G-MOS successfully addressed the client's challenges: it improved ad relevance and, as a result, increased the volume of transaction requests from advertising campaigns.

Our automation service has allowed Infoshina to tap into a previously untapped traffic segment and process it fully. Currently, G-MOS enables the brand to quickly manage large amounts of data, handling up to 3,000,000 products at once. The ads are created only from available products with the most current prices.

By automating these processes, the risk of errors that often arise from manual campaign management has been greatly reduced.

The smooth collaboration with the client has made it easier to set up campaigns, ensuring alignment with profitability, brand visibility, product availability, and prioritization in search advertising efforts.