Aug '23 (edited) in Q&A Clips
How To Run Standard Shopping Alongside Performance Max
From 8-18-23 Coaching Call
Question: Do you recommend like running standard shopping alongside PMax and with what Bidding strategy?
Answer:
Yeah. Yeah. No, good question. So I haven't specifically addressed that in a Q&A. So let me let me handle that real quick. And then J you had made noise. I'm assuming you had a question. So yeah, basically the standard shopping performance, Max, is supposed to be a supplemental campaign type. It's supposed to be turned on once you kind of have the wheels turning, performance is coming in and it's a way to find I want to see new audience segments that can convert and then to to just like dump gas on the fire.
So Google themselves will tell you you should run all of the campaign types that can be addressed with performance, Max, as standalone campaigns in addition to performance, Max and I have seen generally more success in e-com by running standard shopping. But at at all versus running performance. Max, If you have a product that people want and are often searching for and then buying on line performance, Max is an easy win.
And then running standard shopping allows you to target in different ways. So the way that I like to use them alongside each other generally performance Max is just going to kind of do whatever it wants to do. It will find using whatever asset groups or listing groups you have, it will start serving some impressions. It will then when you get a conversion in any listing group based on whatever audience signals it picked up, it's going to dump gas on that fire.
It just load the impressions up for that listing group to try and maximize the performance from that group because they're like, Oh, we found a market for it. Let's give them that all day. So that's kind of not really something you have a lot of control over with standard shopping, the best way to run alongside that I've seen is to use a manual bidding and have like, well, okay, manual bidding in at least one campaign that is bidding like really low.
So like what we used to call a penny bid campaign bid $0.05, $0.10, you know, $0.20, whatever. And just get the real specific searches. And so you've got that in one campaign and then you can have like a really high bid to farm keywords and you can start throwing in negative and stuff like that. But generally, if you want to get around the performance max placements, you have to bid either really high or really low.
I mean, or have a relatively limited budget in the performance. Max. So if the performance Max isn't really working well, just shut it off and run standard. But if it is working really well, then I would suggest not aiming real high to get over the top of it and get, you know, start priming keywords, find some things that might convert that you can then target with search or per and or aim really low and get those real specific.
It'll be like low volume, but absurdly high gross depending on the price point of the of the product. So does that answer the question?
Yeah. Yeah. And if you have you ever thought about like splitting out the product SKUs in standard shopping into like and prioritize like the higher priced SKUs in separate groups or.
Yeah definitely. So generally segmentation of standard shopping you can have when you start, you can have everything all in one ad group and depending on how many SKUs you have, you can just segment the product group by SKU or product I.D. so that you can bid at the product level. And that's generally best practice and has been best practice for a long time because, you know, some products are going to be like, Hey, there's $5, other products.
It's going to be, you know, a lot more so and then, you know, demand all sorts of things change what you would want to bid per product, but you want to kind of set more or less a certain threshold for when you adjust bids for a product. So like if you see that, hey, all these searches are way too irrelevant, then you can, you know, for a specific product.
Then you can just like lower the bid there and try and get it more specific. But with others, you know, if it's all kind of relevant traffic that's like converting, then you can either lower the bid or exclude it at a certain threshold. So it's like, okay, this product costs $50 and I've spent $100 on it or I've spent $75 on it.
It's not converted. Well, you know, I would need to get more conversions now than I think it is practical based on the data that I've collected in order to be profitable for this product. So let's go ahead and exclude this for now. Or let's sit down and try and get more specific searches until my next threshold where I just kill it when it comes to segmenting like top performers, generally, that's an easy one to put into your like mid to high bid campaigns and segment out ad groups of like top performers of X price range, top performers of this price range.
So if you have like, hey, we've got a price range between 50 and $100, another one between 30 and 50 and then everything $30 and below. And I mean there's kind of arbitrary numbers. It's going to depend on your cost per click prices, it's going to depend on your conversion rates. But generally you want to kind of give the people what they want.
So, you know, the more you can push best sellers, the better your campaign's likely to do. As long as they are converting well and, you know, at a reasonable cost per conversion, reasonable rest. But I would say all in all, like best, you know, top sellers can be segmented out into separate ad groups versus ad groups that have all of the products.
But the one with all the products is likely to get the majority of the budget and less. There's just a lot more search volume for the best seller. So you may end up with a lot of different shopping campaigns. So you kind of have to prioritize based on how much demand you have, how much spend, how much conversion volume you have.
And so if you have a lot of conversion volume and you're not tapped out on selling those best products or those those best selling products, you know that there's there's more room there, then I would start there and then when you're looking to scale and have more room to grow, I would start expanding into campaigns with all products to try and serve and maybe exclude your best seller.
So like, Hey, here's everything else and try and get some volume for those, you know, zombie campaigns. So hopefully that's helpful.
Yeah, definitely. I most of the stuff I do is lead gen. We have a sister company that's e-commerce and basically we had a lot of inventory issues. We finally got all that sorted out because it's electronics. So we're able to like start to ramp things up again. We basically have just had like a P max campaign going like solely and it's been working pretty good.
I mean, we're got 2 to 3 X like week to week, which, you know, for our margin works. So yeah, I just I haven't done enough shopping, so I want to get another kind of opinion on on the strategy. So I appreciate it.
Yeah, you bet. A lot of it's kind of trial and error these days. I mean, there are the best practices, I think C, Miles, McNair and Boris, we're just having a discussion on one of Miles's posts like the Post today. I can see if I can find that drop it, link to it, see here, and then I will.
Some of the things he was talking about actually were a little bit one of them actually was was a bit unfamiliar to me, at least in the way that he was phrasing it. It might be... copy the post... That's not the right button. Zoom. There we go. Okay. And yeah, there you go. Dropped a link. Thanks. Yeah. So hopefully, hopefully that'll be a little bit helpful.
Honestly, I still am kind of at the point where I think it's not so much that I don't have performance Max dialed in. It's just that that's the the accounts that could benefit from performance. Max don't have offers. The ones I'm managing don't have offers that people want or they don't stand out in a way that is beneficial.
So I have a, an e-commerce client that is a really well-known tea company in another country and they want to expand into the US. They've been running ads in the U.S. for a while. They have amazing celebrity endorsements, some of which are no longer en vogue. But the the problem is they're just not covering the account has never worked.
And I took over and I just don't have a lot of hope for it because of accounts. It never worked. It's not because the ad manager didn’t know what they were doing. It's because there's something wrong with the offer, there's something wrong with the messaging, there's something wrong with the landing pages, with the branding, whatever. So what worked in the country of origin is not working in the States.
We need to figure out why. And I think that I know it's it's kind of positioned as a luxury brand, luxury tea. You know, high end, real nice stuff. But they have like discounts all over the place, like massive page of like deals of the day. And like every day there's a product on massive discount and that's really highlighted all the none of the prices are like shockingly high.
Most of them seem pretty competitive and it looks like really high quality tea. They've got great assets. The website looks pretty good. Like it all performs well, you know, functionally, but not in terms of sales. So I think that there may be like a brand perception messaging mismatch that is causing people to see it and just be like, okay, well I wanted nice tea or there's a bunch of people that are like, Right, I'll just go have some Twinings or Bigelow or whatever.
So thanks. So we'll see. But I shared my thoughts and they seem open to potentially changing things. But one of the tricky things with White label is, you know, I'm several times removed from the person running the company, so all I can do is my best.
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How To Run Standard Shopping Alongside Performance Max
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