✅Production Deployment

After you have created and configured your clusterization in the Cluster Designer and thoroughly reviewed it using analytical reports, you are ready to deploy it to production mode. This step means that Karsa Labelizer will start exporting Custom Labels for this clusterization to your Google Merchant Center (GMC) daily and possibly also activate dynamic product movements between clusters (if you have enabled them).

Steps for Production Deployment:

1. Switching the Clusterization to "ProductionRun" in Karsa Labelizer

• Select the clusterization: In the left navigation menu of Karsa Labelizer, find the clusterization category you want to deploy.

• Change the status: In the detail of this clusterization category (or in its settings – the exact location may vary depending on the UI version), find the option to change its Status. Choose the status ProductionRun (Production mode).

• Visual confirmation: After successful switching, the category of this clusterization in the left menu will be distinguished, turning green, which signals its active production status.

What happens after switching to ProductionRun:

• Daily export to GMC: Karsa Labelizer will start automatically exporting Custom Label values (with your defined prefix and cluster number, e.g., mycompany_1) for all products included in this clusterization to the XML supplementary feed every day.

• Feed URL: You can find the URL in the left menu Tools > Setup. Use this address when creating a data source in GMC. Set the file loading time to 6-7am.

• Activation of dynamic movements: If you have enabled dynamic product movement in the clusterization configuration, this feature will now be activated. Products will be able to move between clusters based on current performance and your set limits.

• History recording: The system will start recording the history of product movements for this clusterization, which you can view in the corresponding report.

2. Setting Up/Adjusting Campaigns in Google Ads

Simply switching the clusterization to ProductionRun in Karsa Labelizer and exporting Custom Labels to GMC does not automatically create or modify your campaigns in Google Ads. You must perform this step manually in the Google Ads interface.

Principle: In Google Ads, you will now use the Custom Label values that Karsa Labelizer sends to GMC for product segmentation.

Procedure for Standard Shopping Campaigns:

• New campaigns (recommended for a new structure):

  1. Create new campaigns: For each significant cluster (or logical group of clusters), create a new Shopping campaign in Google Ads.

  2. Campaign settings: Choose the appropriate product feed from GMC, set the budget, bidding strategy (e.g., Target ROAS, Maximize Conversion Value), and other relevant targeting (country, language).

  3. Filtering products in ad groups:

     • Create one or more ad groups in the campaign.

     • Within the ad group, go to the "Product groups" section.

     • Divide products by the Custom Label attribute you chose in Karsa Labelizer (e.g., Custom label 0).

     • For each unique label value (e.g., mycompany_1, mycompany_2, etc.) that corresponds to your cluster, create a separate product group.

     • Exclude other products (with other values in that Custom Label or without a value) from this campaign/ad group.

Procedure for Performance Max Campaigns:

You have two main strategic options for using Karsa Custom Labels:

• Strategy A: Multiple separate PMax campaigns (High control - recommended)

  • Create several separate PMax campaigns, where each campaign will target one or more logically related Karsa clusters.

  • In the settings of each PMax campaign (or through its Listing Groups), filter products so that it contains only items with the appropriate Custom Label values from Karsa.

  • This approach allows maximum control over budgets and performance goals for individual strategic segments.

• Strategy B: Segmentation using Listing Groups within one (or fewer) PMax campaigns (Higher automation)

  • Work with one or a smaller number of PMax campaigns.

  • Within an Asset Group, go to the Listing Groups section.

  • Here, divide your inventory ("All products") by the Custom Label attribute from Karsa.

  • Create a separate listing group for each relevant Karsa cluster.

  • This approach makes more use of PMax automation but still allows for more targeted signals through thus segmented products. You can also create multiple Asset Groups and target each to different Listing Groups (Karsa clusters) with different creative assets.

More detailed information and comparison of these strategies for PMax can be found on the Performance Max Integration page.

3. Setting Budgets and Bids

• For each newly created campaign (or segmented group) in Google Ads, set the appropriate daily budget and bidding strategy (e.g., Target ROAS).

• Initial ROAS targets should be realistic and based on the historical performance of that product segment or on the overall average with a slight reserve for the learning phase.

  • More information: Post-Deployment Optimization (Learning Phase)

4. Verification and Monitoring

• Verify in GMC: Check in your Google Merchant Center whether the Custom Label values from Karsa are correctly propagating to products (this may take several hours to one day).

• Verify in Google Ads: Make sure your campaigns and product groups correctly target products with the appropriate Custom Label values.

• Monitor performance: After launching new/modified campaigns, carefully monitor their performance in Google Ads and in Karsa Labelizer reports.

By deploying the clusterization to production mode and properly setting up campaigns in Google Ads, you have laid the foundation for smarter and more efficient management of your product ads!

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Remember that after deploying a new campaign structure, an important learning phase follows, during which you should not make fundamental changes to the settings.