Should I create ad or product segments? What are the advantages of each segment?
The use of both segments is not mutually exclusive, in fact it often makes sense to use a combination. The main advantage of ad segments is that you can create product-independent automations for campaigns. Product segments have the advantage that you can simply group products together in a segment and therefore easily control advertising for products that are in the same campaigns. You can also create a segment for all products together or for each individual product.
If you want to use BidX Keyword Management, all ad groups between which search terms and targets should be transferred must be connected in a product segment in the same row.
When does it make sense to create product segments?
With product segments, you can easily group products and control the advertising for them. These could be similar products, such as product variations, for example. However, you can also create segments for individual products. Especially if you have many products, it is advisable to simply use the campaign connection settings to define which campaigns should be connected in the structure and save yourself manual effort. To use keyword management, you must create product segments, even if you only want to use automations via ad segments.
When does ist make sense to create ad segments?
With ad segments, you can easily automate certain campaigns. You can also create individual rules in these segments with conditions of your choice. Even if you want to create cross-product automation for a large number of campaigns or even for all campaigns, it is advisable to create an ad segment.