Google Shopping Ads Strategy: Convert Cold Traffic (Fast)


Brick and mortar continue to be a vital industry. However, with the digitalization trend, millions of people now favor online shopping as their primary choice when purchasing products. Statistics show that in 2019, there were over 263 million digital buyers in the U.S. This number is expected to jump to 282.7 million by 2024

The numbers further emphasize the importance of Google Shopping Ads and the most effective strategies to ensure that your digital approaches work. There are several ways how you can use Google Shopping to increase brand awareness and ensure business growth. This article will discuss converting cold Google Traffic using Modified Broad Query. 

  • Strategy Overview
  • Example Flow
  • Product Attributes - Product description (color, size, gender, material, age, patterns, seasonality)
  • Campaign setup -  Keyword Search, Negative Keyword lists
  • Google Merchant Center - Search terms data, Supplemental feeds
  • Scaling - Automated bidding, Loosening negative keyword lists

What is a Modified Broad Shopping Campaign Strategy?

This strategy is helpful, especially when there is low to no brand/SKU search. What you do here is to choose relevant attributes of your product to see which of them are the most profitable. For a more practical approach, focus on desktop traffic and do a 50% mobile bid adjustment and best-selling products if you have the available data. 

The modified broad shopping strategy lets you focus on your most profitable cold traffic when scaling. But note that before using this method, you first need to max out the brand and SKU searched budget. This won't take much time if you have enough budget and are not yet a large brand.

Modified Broad Campaign

Product Type + product attribute

High priority 

Bidding: eCPC*

Targeted Campaign

Product Type + brand keywords 

Medium Priority 

Bidding: Max clicks

Super-Targeted Campaign

Product type or brand + SKU keywords

Low Priority

Bidding: Max clicks

In this example, you have the name of the product and the listed product attributes. These are essentially the materials. People can look up different terms related to the product. This is why it's essential to check the keyword data to see what people are searching for in this product. You can see them in the keyword research section. 

There are pros and cons to products like this. One of the advantages is that it has a specific age group and product type. However, on the downside, it has a low brand volume, and SKU does not search it. 

Example 1 Broad Search Term: lacrosse helmet

  • You don't want to appear in this search term because the product type is wrong, and there's no attribute listed. 

Example 2 Broad Search Term: football helmet 

  • The product type is correct, but still, the attributes are missing. 

Example 3 Broad Search Term: adult football helmet

  • This is the first search term pushed towards your campaign as it has the correct product type [helmet] and the correct attribute [age group: adult].
  • Falls into the broad campaign → high priority,mCPC

Example 4 Target Campaign Term: VCIS football helmet 

  • It has the correct product type and brand. 
  • Falls into the target campaign with product + brand → medium priority, mCPC

Example 5 Super Targeted Search Term: 251-Zero2 black

  • It has the correct product attribute, which is the color, and the correct SKU. 
  • Falls into the super-targeted campaign → with SKU+brand → low priority, mCPC

Product Attributes

There are so many products attributes that your products can fall into. You can choose from so many product attributes and templates as well.

For all campaigns, you want all the product types and attributes. You want to be as specific as possible. For example, when selling a helmet, you won't just write down helmet. You need to include other features as well. 

When looking at targeted and super-targeted campaigns, your goal is to be even more specific. Therefore, the queries are more on brand and MPN. 

For modified broad, you can try some attributes, such as the product's condition, whether it's old or new. There's also the age group, kids to adults. You can also use other things such as color, gender, material, pattern, and size.

Campaign Setup

there are several ways how to start your campaign setup. Let's first look at the keyword research.

Keyword Research

When you have existing campaigns, you need to filter the search terms that don't contain your product type and put those keywords in a broad negative list. It doesn't matter even when they have the right keyword attributes. You want to be more specific and as targeted as much possible. 

It's also important to check the search terms and ensure that the keywords for the product type and attributes show up. Look at the most profitable keywords and see if they match your products. Set up your single product ad groups (SPAGs). 

For a brand new campaign, use keyword research to find out how people are searching for your products and titles, or add negative attributes /keywords before spending your money.

Follow the guide below: 

  • Go to your Google Ads dashboard. 
  • Click on shopping campaigns. 
  • Click on Keywords → negative keywords.
  • You want to click on the left panel if you're doing brand segmentation for your products. Click on segmenting by brand so you know exactly what the product and brand are. Click on the search terms, then all-time data.

Know that the more data, the better the results will be. You'll then see all the keywords and search terms and filter the search terms to see just your brand to see the keywords that are getting most of the conversion.

Creating a Negative Keyword List

You can exclude keywords by clicking on the checkboxes. Then add them as a negative keyword, and we can do it at an ad group level. You want to match the Google keyword to show your ad when a searcher types the exact word you are bidding on. You can then save the list. Don't worry. You can still add more negative keywords to the list at any given point.

If you have a brand new campaign without search term data yet, follow this guide. 

  • Go to the Google keyword planner.
  • Grab the product item you want to create a keyword list for. You can search keywords by typing in keywords, or \you can do it via the product's website. Enter the domain or the product's website link, then click on results. 

Everything that isn't related to your product attributes can then be added to your broad negative keyword list.

1. Export the data and download it as Google Sheet.

2. Once done, open the data and grab all the keywords.

3. Add two columns on the left with Campaign and Ad Groups. 

Creating a Supplemental Feed

For this, go to your Google Merchant Center account, click on feeds, add supplemental feeds, use Google sheets, log in to your Gmail account via the pop-up and use the primary feed you're using. 

  • Click on Products → feeds. 
  • Type in the name of the feed → Google sheets 
  • Log in to your Google account → click content API → open the feed (Google sheet).

Once you have that in the feed, go back to your Google Merchant Center and click on fetch now, and this will fetch the feed so that it can show up on your actual updated products in your primary feed. You can see the update in an hour or so, and you'll see an increase in clickthrough rates.


Now that you have everything set up, you will want to switch to tROAS after getting 30-45 conversions or run an experiment. If you're going to scale your budget, you can remove the previous two n-gram negatives to allow Google to find more customers.

While scaling, you want to make sure you're spending your budget. You need to revisit your negative keyword list if your budget is not spent. Remove the nonscalable words to become more profitable. 

Supplemental Feeds

  • The supplemental feed provides the data that supplements product data in one or more primary feeds you have. Use the supplemental feed by connecting the existing primary feed through the ID [id] attribute. The supplemental feed updates your product data when the feed contains IDs that are already in the primary feed. 

Tips for supplemental feeds: 

  • Create supplemental feed or use an appl to update titles with high volume or most profitable searches

NOTES to remember!

  • Use previous data or GKP to create negative keyword lists and structure titles. 
  • Max out brand and SKU impression share first.
  • Slowly scale to 2+n gram search term broad campaigns depending on volume and profitability. 
  • Once you get to automated bidding, you can loosen up your negative keyword lists, demographics, and products to scale more profitably. 

Convert Cold Traffic with Modified Broad Query

There goes your ultimate guide in using a modified broad query to optimize your products and increase conversion. If you have more questions, don't hesitate to drop me a line. You can also subscribe to TGQ Marketing YouTube channel for more tutorials all about eCommerce!

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About the Author

Ted is the founder of TGQ Marketing a PPC, Analytics and CRO agency focused on client results.