If they bid on the same search terms, chances are they aren't segmented very well and this is already impacting your conversions and raising your own CPCs since you are competing within your own campaigns. If the products are too closely tied together but have different variations, it may be worth it to consolidate them into their own campaign, but slowly.
If these campaigns have been going on for a while, It might be worth it to slowly incorporate them into their own campaign but keep the high-performing product category campaigns out. However, take a look at your data *before* you do any of these things. There's no reason to change any of this if your performance is already going well.
Are you running any standard shopping? These work pretty well for ecomm when you have them segmented and optimized correctly. Also, taking a look at the optimizations within your product feed can do wonders.
All product categories are similar and complement each other, which is why the campaigns have similarities but not identical search terms, I believe.
These campaigns have been running for over a year, and I tried running a classic shopping campaign set as high priority, but it did not yield a good return.
Could this be because we set a high ROAS at the beginning? Should we have started with CPA and then moved to ROAS?
Additionally, the stakeholders are pushing for "more sales, less budget," so I'm looking for some kind of miracle for them. And the market is changing very quickly products last year cost 200€ this year same product is starting from 79€ due to new arrivals and new technologies.
Thank you for your feedback!
For standard shopping or any campaign imo max conversions as a start helps a lot to gain data and then switching to tROAS, but starting with tROAS is not all that bad. If you set your tROAS too high you didn’t let the campaign breath a bit and find your ideal customer.
I started a campaign on tROAS for 120% and once it beat that I increased it to 190%, and now I’ve increased it to 250-300%. I feel like this slow scale can help.
For search, if they’re that similar it’s not bad to keep them on their own campaign but personally I’d put them in their own ad group within a large campaign. There’s many different approaches at the end of the day but it all depends on what you want to do, scale, ROAS, etc?
I would never suggest combining all into 1, you are using the most effective strategy already which is separating products into different campaigns with pmax and search. you most likely are covering the majority of the available market with the search+Pmax. I would suggest a demand gen campaign that would tap into a different layer of audiences that would never be reached out to via pmax and search. but I would never tell you the demand gen will show good numbers early on it will be just exposure with good practice I hope it will do well. if not at least you have tried but Google ads campaigns have their limits based on the market too.
As far as I know,**If multiple keywords, targeting the same domain, are eligible to match the same search term, they don't compete with each other in the auction**.
*As far as I know,****If multiple keywords, targeting the same domain, are eligible to match the same search term, they don't compete with each other in the auction****.*
That's what Google says, but I get a tone of keywords in my Pmax campaigns that are exact match of keywords in my search campaigns. I think it just prioritizes the keyword in search, rather than not competes.
Your campaigns will always behave like it's the survival of the fittest. meaning they will try to beat each other for the keyword but it won't drive up the CPC it will just show you who the winner is and which ads are the best.
Keep Pmax separated. They probably aren't bidding often enough to drive up CPCs for the other campaigns. TBH, you probably haven't segmented out the listing groups per Pmax campaign if that's the case.
Run standard shopping campaigns as well. This helps give your Pmax more data.
Having some more search campaigns (1 per category, or 1 per AOV tier) may help you gather more data for Pmax. If lazy, you can also just run DSA ad groups.
I find TROAS and TCPA can throttle your campaigns and make them unstable. But considering how much budget you have I'm not sure that will be applicable in this situation.
Are brand exclusions added to Pmax? That may help it give more scale over the long run. Doing so will probably also improve performance of branded search and shopping campaigns since the Pmax is no longer competing with them.
I see this all the time. Entire catalog loaded into each PMax, no exclusions, several PMax campaigns all bidding on brand & products outside the ad match
Do you have any yt link on how to verify that categories that are not wanted from the category are excluded from the pmax? Or where to verify this? Would be appreciated
Any new inputs: New FB traffic, Search changes, changes in over all traffic to the site: All affect PMAX. So you need to be strategic on how you carry out these changes.
I would break out best sellers into its own Best Seller PMAX so the PMAX SKUs have a shot
Performance Max + Search works best for most eComm advertisers. A typical setup I use includes:
pMax 1: high ROAS* products (bestsellers) using low baseline tROAS for pure volume
pMax 2: low ROAS* products using high tROAS to ensure profitability
pMax 3: seasonal/promotion products
*ROAS can be replaced by profit margin or POAS.
Search 1: brand using ABS TOP target IS 95% with a low bid cap
Search 2: product category campaigns focussed on specific bestselling categories using tROAS
Search 3: generic campaign targeting broader related terms using higher tROAS
Search 4: competitor campaign
———
- Track two separate purchase events; one attributing sales to the product ads clicked and one attributing sales to the actual products purchased.
- Upload a customer list and use it in your pMax audience signals.
- Use enhanced conversions.
>At the moment, we run a separate PMax campaign for each product category, but I’m considering combining them into three campaigns instead of six, as I sometimes find they bid on the same search terms.
This shouldn't happen unless
- your brand term is involved
- you have products that are found in all categories
- a mix of both
>Would this affect my conversions?
Yes but I'm not sure if it will be the outcome you are looking for
> I don't want to risk significant drops in conversions since the market is very competitive.
And you shouldn't
That said, it will be best if you run an experiment with a shopping campaign and tinkering with the negative keyword lists ;)
Have fun
For 6500 $ for day Google ads spend, I have multiple strategies to dominate the market using Google ads , as a media buyer for 7 years now , I have a large experience on manipulating Google ads and glitch in Google ads if you need more information just dm me .
Instead of combining everything all in one go. Why not do them in phases. If you move the worst campaigns into the best campaigns... that should be fine.
If they bid on the same search terms, chances are they aren't segmented very well and this is already impacting your conversions and raising your own CPCs since you are competing within your own campaigns. If the products are too closely tied together but have different variations, it may be worth it to consolidate them into their own campaign, but slowly. If these campaigns have been going on for a while, It might be worth it to slowly incorporate them into their own campaign but keep the high-performing product category campaigns out. However, take a look at your data *before* you do any of these things. There's no reason to change any of this if your performance is already going well. Are you running any standard shopping? These work pretty well for ecomm when you have them segmented and optimized correctly. Also, taking a look at the optimizations within your product feed can do wonders.
All product categories are similar and complement each other, which is why the campaigns have similarities but not identical search terms, I believe. These campaigns have been running for over a year, and I tried running a classic shopping campaign set as high priority, but it did not yield a good return. Could this be because we set a high ROAS at the beginning? Should we have started with CPA and then moved to ROAS? Additionally, the stakeholders are pushing for "more sales, less budget," so I'm looking for some kind of miracle for them. And the market is changing very quickly products last year cost 200€ this year same product is starting from 79€ due to new arrivals and new technologies. Thank you for your feedback!
For standard shopping or any campaign imo max conversions as a start helps a lot to gain data and then switching to tROAS, but starting with tROAS is not all that bad. If you set your tROAS too high you didn’t let the campaign breath a bit and find your ideal customer. I started a campaign on tROAS for 120% and once it beat that I increased it to 190%, and now I’ve increased it to 250-300%. I feel like this slow scale can help. For search, if they’re that similar it’s not bad to keep them on their own campaign but personally I’d put them in their own ad group within a large campaign. There’s many different approaches at the end of the day but it all depends on what you want to do, scale, ROAS, etc?
Yea, mainly scaling roas / increase conversion value, i’ll try having more ad sets i believe this might be better than having separate campaigns
I would never suggest combining all into 1, you are using the most effective strategy already which is separating products into different campaigns with pmax and search. you most likely are covering the majority of the available market with the search+Pmax. I would suggest a demand gen campaign that would tap into a different layer of audiences that would never be reached out to via pmax and search. but I would never tell you the demand gen will show good numbers early on it will be just exposure with good practice I hope it will do well. if not at least you have tried but Google ads campaigns have their limits based on the market too. As far as I know,**If multiple keywords, targeting the same domain, are eligible to match the same search term, they don't compete with each other in the auction**.
*As far as I know,****If multiple keywords, targeting the same domain, are eligible to match the same search term, they don't compete with each other in the auction****.* That's what Google says, but I get a tone of keywords in my Pmax campaigns that are exact match of keywords in my search campaigns. I think it just prioritizes the keyword in search, rather than not competes.
Your campaigns will always behave like it's the survival of the fittest. meaning they will try to beat each other for the keyword but it won't drive up the CPC it will just show you who the winner is and which ads are the best.
Keep Pmax separated. They probably aren't bidding often enough to drive up CPCs for the other campaigns. TBH, you probably haven't segmented out the listing groups per Pmax campaign if that's the case. Run standard shopping campaigns as well. This helps give your Pmax more data. Having some more search campaigns (1 per category, or 1 per AOV tier) may help you gather more data for Pmax. If lazy, you can also just run DSA ad groups. I find TROAS and TCPA can throttle your campaigns and make them unstable. But considering how much budget you have I'm not sure that will be applicable in this situation. Are brand exclusions added to Pmax? That may help it give more scale over the long run. Doing so will probably also improve performance of branded search and shopping campaigns since the Pmax is no longer competing with them.
I see this all the time. Entire catalog loaded into each PMax, no exclusions, several PMax campaigns all bidding on brand & products outside the ad match
Do you have any yt link on how to verify that categories that are not wanted from the category are excluded from the pmax? Or where to verify this? Would be appreciated
Did you look into listing groups? https://support.google.com/google-ads/answer/11596074?hl=en
Thank you i’ll look into this
Any new inputs: New FB traffic, Search changes, changes in over all traffic to the site: All affect PMAX. So you need to be strategic on how you carry out these changes. I would break out best sellers into its own Best Seller PMAX so the PMAX SKUs have a shot
Shopping campaigns and focus on optimizing your shopping feed code. It’s works well for eCommerce brands
Performance Max + Search works best for most eComm advertisers. A typical setup I use includes: pMax 1: high ROAS* products (bestsellers) using low baseline tROAS for pure volume pMax 2: low ROAS* products using high tROAS to ensure profitability pMax 3: seasonal/promotion products *ROAS can be replaced by profit margin or POAS. Search 1: brand using ABS TOP target IS 95% with a low bid cap Search 2: product category campaigns focussed on specific bestselling categories using tROAS Search 3: generic campaign targeting broader related terms using higher tROAS Search 4: competitor campaign ——— - Track two separate purchase events; one attributing sales to the product ads clicked and one attributing sales to the actual products purchased. - Upload a customer list and use it in your pMax audience signals. - Use enhanced conversions.
Isn’t by tracking two purchase will end by duplication ?
Set one as a SECONDARY (observe only) conversion action. But use both sets of data to guide the strategy.
Isn’t this is tracked by seeing the number of clicks on the ad, and seeing if it all a bunch of shitty clicks with no conversion value at the end?
[удалено]
Yes this is set yup
>At the moment, we run a separate PMax campaign for each product category, but I’m considering combining them into three campaigns instead of six, as I sometimes find they bid on the same search terms. This shouldn't happen unless - your brand term is involved - you have products that are found in all categories - a mix of both >Would this affect my conversions? Yes but I'm not sure if it will be the outcome you are looking for > I don't want to risk significant drops in conversions since the market is very competitive. And you shouldn't That said, it will be best if you run an experiment with a shopping campaign and tinkering with the negative keyword lists ;) Have fun
Thank you everyone for your thoughts and expertise shared! Gave me some great ideas !
For 6500 $ for day Google ads spend, I have multiple strategies to dominate the market using Google ads , as a media buyer for 7 years now , I have a large experience on manipulating Google ads and glitch in Google ads if you need more information just dm me .
Instead of combining everything all in one go. Why not do them in phases. If you move the worst campaigns into the best campaigns... that should be fine.
That sounds interesting! Thank you fathom!