I’ve switched countless Performance Max campaigns to Standard Shopping and seen performance improve. The process is fairly simple, but there are a few mistakes I see happen all the time, especially if you’re not used to making the switch. Get it wrong, and you can kill your ROAS overnight. Get it right, and you unlock […]
PMax to Standard Shopping: How to Switch Without Wrecking Your Performance Read More »
If managing product variants feels like a game of whack-a-mole, you’re not alone. Sizes, colors, materials, configurations… it all gets messy, fast. You’re probably asking yourself if you should just reduce the number of variants you send to your Google Shopping feed to simplify things. On the surface, it’s a definite yes. It cleans up
Reduce Product Variants: Why This “Shopping Ads Best Practice” Can Backfire Read More »
If you’re staring at 50 different attributes in your Google Shopping feed and you feel completely overwhelmed, you’re looking at the problem all wrong. For the last 10 years, I’ve lived inside these feeds. It’s one of my favorite parts of managing Google Ads, but I also don’t have unlimited time. The key isn’t to
Google Shopping Feed Optimization: The Two-Stage Framework That Actually Works Read More »
Have you ever wondered why you can decrease your ROAS targets and see revenue increase while maintaining ROAS in the first few weeks? I’ll dig into this today. A fallback campaign is a Standard Shopping campaign with a low-priority setting. It’s intended to be a catch-all campaign for your other Shopping (incl. P-Max) campaigns if
Uncovering Fallback Shopping Campaigns: Gain 10% Revenue Read More »
Summary Great Google Shopping campaign structures use priorities to tell Google what products are most likely to convert There isn’t a one-size fit all structure, but some work better than others most of the time Start simple, and expand in complexity as you go Standard Shopping campaigns with few ad groups, few products and manual
8 Google Shopping Campaign Structures Using Priorities (Advanced) Read More »
Summary Focus on the basics first Advanced custom labels allow you to analyze and segment your campaigns for better performance Go beyond the basic title optimizations (6 suggestions) How you can use images to boost your CTR Why working proactively with in/out-of-stock can improve performance Using fewer product variants Product price Intro As we go
Advanced Shopping Feed Optimization: 7 Key Areas to Deep Dive Read More »
Google Shopping feed optimization is something that most advertisers ignore. It hasn’t been prioritized by most, and many have seen great results over the years (and even greater since Smart Shopping came for a lot of advertisers). But ignoring your feed means leaving money on the table. When Google Shopping just got to the market,
Shopping Feed Optimization: A Prioritized List of Improvements to Your Feed Read More »
Summary Performance Max is a completely different campaign type than Smart Shopping: It combines 7 different campaign types into 1 campaign, whereas Smart Shopping was primarily a Shopping campaign. You can set Performance Max to focus on Shopping Ads if you want to maximize Shopping Ads as a channel. By stripping assets, you take away Performance Max’s ability
Feed-Only Performance Max, or Full Setup: What’s Best For You? Read More »
While text ads can be filtered down to a few core optimization processes, like writing better ads or adding new keywords, Google Shopping is a much broader optimization skill. It is most comparable to landing page optimization. Yes, you can implement best practices, but beyond that, it’s a lot more open to interpretation. Here are a couple of
An In-depth Look at Google Shopping Optimizations Read More »
SavvySession Summary Run a Performance Max script to know what assets to create Prep your assets in advance Ad Copy Images Videos Create a campaign structure segmenting On-Sale products to allow more granular bidding Create a fallback campaign Increase your budgets carefully (important not to do it willy-nilly) Set seasonal bid adjustments, and manage them
The Truth: Performance Max Optimization for Black Friday 2023 Read More »
