Shopping for Business Objectives (or “SFBO”) is a framework designed to help merchants find the best Shopping campaign strategy and structure for their business objectives. The way companies build their campaigns should reflect a defined and relevant Shopping ads strategy. “SFBO” can help you design your Shopping campaigns strategy based on your company’s multiple objectives that are key to growing your business.
Let’s think about “SFBO” with a laundry analogy:
Each year you spend many hours doing multiple loads of laundry. You have different tasks to manage: not only washing, but also sorting, drying and tidying. In business terms, these would be the objectives that you are trying to address. However, achieving these goals requires a lot of time and effort, so you decide to automatise the process by purchasing a smart laundry prototype. Apart from the fact that it can help you put the clothes in the hamper, this machine can automatically sort the clothes for you by colours or item types for tailored treatment, it can suggest the best programme and length, and can even let you know when human action is necessary. Since it is a recurring task, the machine learns along the way what the best frequency is for your laundry and can adjust the hamper loading to save water and soap. With this automated process, the goal to sort, wash, dry and tidy these loads of laundry in one year can be achieved quicker, with less effort and in a more structured way!
Now that you see the benefits of being helped with machine learning, we recommend that you leverage the same principle for your Shopping campaigns. You’re probably wondering how. The answer is by using the “SFBO” framework, which takes into account the optimisation of bidding strategies and maximising the impact of automation and Smart Shopping campaigns (SSC).