#paid-media
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GOOGLE ADS Q
Hey group!
Looking for a guidance on optimize eCom clientโs google account structure.
They currently run multiple PMax campaigns:
- PMAX | Low performance products
- PMAX | New customers
- PMAX | WIthout feed
- PMAX | MOF (This one is the top performing.)
But all of these PMAX campaigns have brand related search terms as top keywords.
All of these have a high ROAS +600% during the past 28 days.
So my assumption is that the client has too many PMax campaigns, and we maybe should keep the top performing live, but ultimately lean into standard shopping:
Top performing SKUs
Low performance SKUs
And exclude brand search as they already have brand search campaign live.
And now they would like to get more new customer revenue from Google.
Thoughts on this? Do you run PMAx campaigns anymore / if so how do you structure those ?
@Alex Knight
Hey @Nikke!
Can you share more context on the first three PMAX campaigns?
Curious why there's a campaign for low performance products... typically it's best to:
- Test vigorously
- Identify winning products / campaigns
- Consolidate spend into those campaigns and double down If MOF is your best campaign โ especially if it's outperforming by a lot โ you might be better off consolidating spend into that campaign.
A structure I like:
- Top of Funnel a. Search campaign b. Target keywords relating to pain / problem awareness instead of product related (i.e. "sore back" instead of "back brace")
- Middle Funnel a. Search campaign b. PMAX / Shopping can do well here (always be testing!) c. Target keywords around solution awareness / consideration
- Bottom Funnel a. Brand Search b. Target brand keywords CANNOT STRESS ENOUGH:
Your Top of Funnel will have the lowest CR% BUT it is CRITICALLY IMPORTANT as it LIFTS the overall performance of other campaigns in your account
When measuring Top of Funnel performance โ don't look at conversion rate. Instead monitor Impressions, CTR, CPC and monitor the performance of your other campaigns.
You can either keep the above structure super simple with 1 landing page and ad copy that speaks to State of Awareness based on the funnel stage
Or, you can get fancy with it and have multiple landing pages for each funnel stage with different ad groups (i.e. us vs them landing pages, advertorials, lead forms, so on and so forth)
Best to start simple though and build off that
Hope this helps ๐. Always be testing!
^ p.s. you might already know all of the above โ threw some advice in there in case it's helpful to you + may be helpful to others reading (your profile says you do Paid Ads so the above prob isn't new to you lol)