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- Apr 25, 2020
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Hey BuSo,
Glad to be here again.
This time I'm coming for the Google Ads Experts. Recently been learning a lot of PPC within Google's ecosystem and the potential there is INSANE.
However, I'm still technically a newbie. So here goes. Any advice is appreciated!
From a top-down view, I segment our campaigns into two different structures:
1. Brand Campaigns
2. Broad Campaigns
This is my typical brand search campaign. I've optimized for keywords relating to our brand name, add negative keywords for competitors, and play around with the tROAS a bit. Super highly converting.
2. Branded Standard Shopping Campaign
Still learning how to use this. High priority. Weekly optimizations to exclude search terms that aren't related to our brand. Not sure how to bring ROAS up or what optimizations I need to make.
3. Branded Standard Shopping Campaign 2 ???????
I've been reading a lot about adding a 2nd Standard Shopping Campaign. Ideally this would be the branded campaign (AKA the campaign that targets branded terms).
Creating this campaign would change up the structure of my first branded standard campaign. In theory this campaign (in green) would capture all my branded shopping impressions, and I would change the other one (in yellow) to capture the rest of my other terms/products. Any ideas on this?
1. Performance Max Campaign 1
This is my bread-and-butter. Super broad, highly converting, and the more budget I throw at it the more money it makes me $$$.
I make zero optimizations besides changing the tROAS and budget... which leads me to my next campaign...
2. Performance Max Campaign 2
Let me explain this in detail.
We have two types of products - our OG products (low price point, higher scalability, and 25%-40% margins).
Our second type of products - our MAN products (no control over price, high price point, lower scalability?, and 11% margins at best).
The second campaign would include ONLY the MAN products. I'm thinking this would be the best way to control spend, ROAS, and scalability since we technically need a 9 ROAS on average for this campaign to breakeven. Otherwise it's eating up budget in our main PMAX campaign while being incredibly low margin. How would you approach this issue?
3. Retargeting
Simple display retargeting. Not sure how to make optimizations besides adding in more assets. Not a great return on investment and CPA is incredibly high.
We also use Facebook ads to build intent on Google.
Anyways, feel free to roast, provide input, share feedback, or just let me know any thoughts you have. Been at Google for the past month or so. Really want to scale up so I can start to hit 6-figs a month with just Google.
Glad to be here again.
This time I'm coming for the Google Ads Experts. Recently been learning a lot of PPC within Google's ecosystem and the potential there is INSANE.
However, I'm still technically a newbie. So here goes. Any advice is appreciated!
From a top-down view, I segment our campaigns into two different structures:
1. Brand Campaigns
2. Broad Campaigns
Brand Campaigns
1. Branded Search Campaign
This is my typical brand search campaign. I've optimized for keywords relating to our brand name, add negative keywords for competitors, and play around with the tROAS a bit. Super highly converting.
2. Branded Standard Shopping Campaign
Still learning how to use this. High priority. Weekly optimizations to exclude search terms that aren't related to our brand. Not sure how to bring ROAS up or what optimizations I need to make.
3. Branded Standard Shopping Campaign 2 ???????
I've been reading a lot about adding a 2nd Standard Shopping Campaign. Ideally this would be the branded campaign (AKA the campaign that targets branded terms).
Creating this campaign would change up the structure of my first branded standard campaign. In theory this campaign (in green) would capture all my branded shopping impressions, and I would change the other one (in yellow) to capture the rest of my other terms/products. Any ideas on this?
Broad Campaigns
1. Performance Max Campaign 1
This is my bread-and-butter. Super broad, highly converting, and the more budget I throw at it the more money it makes me $$$.
I make zero optimizations besides changing the tROAS and budget... which leads me to my next campaign...
2. Performance Max Campaign 2
Let me explain this in detail.
We have two types of products - our OG products (low price point, higher scalability, and 25%-40% margins).
Our second type of products - our MAN products (no control over price, high price point, lower scalability?, and 11% margins at best).
The second campaign would include ONLY the MAN products. I'm thinking this would be the best way to control spend, ROAS, and scalability since we technically need a 9 ROAS on average for this campaign to breakeven. Otherwise it's eating up budget in our main PMAX campaign while being incredibly low margin. How would you approach this issue?
3. Retargeting
Simple display retargeting. Not sure how to make optimizations besides adding in more assets. Not a great return on investment and CPA is incredibly high.
We also use Facebook ads to build intent on Google.
Anyways, feel free to roast, provide input, share feedback, or just let me know any thoughts you have. Been at Google for the past month or so. Really want to scale up so I can start to hit 6-figs a month with just Google.