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Are google “Adwords” aka search text ads not performing anymore?
For context, I have ads running on other types of Google Campaigns doing fine and our ads on the other big platforms are also converting. We’re selling designer and artisanal ladies fashion accessories and have a solid creative team. Our copy is good – Our CTR is sitting around 5% for all adgroups (which I assume is good enough to convert something??). Have run a $20 daily, for 2.5 weeks at 0 conversions… Just can’t seem to squeeze a cent out of a traditional text search campaign. Is it just me or is search just over?
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6 Replies
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How many clicks have you received so far?
For apparel and fashion, Google Shopping works a lot better than Search Ads. -
Search ads, in general, are performing excellently. But they won’t necessarily always work well for fashion ecommerce, where visuals and pricing play a big part in user intent. I’d play around more with your Shopping campaign and even test a Smart Shopping campaign.
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Search ads works well for fashion brands. We use a combo of search and shopping ads to scale ecom and DTC brands. Search is alive and doing very well.
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Search actually has the best roas for us. Beauty industry
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I depends on whether your value proposition is better displayed visually or in context. Single items are best sold through shopping campaigns since people like to shop and most searches would bring up shopping ad snippets.
Anything that shows up as a text ad for this query will most likely be highly niche. So what’s most likely happening is that you ad copy is serving for query that are wildly different in search intent since there is really not much volume for one common niche search.
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What are your conversion tracking settings? If you’re using the default last-click attribution model it’s possible your conversions are being attributed to other campaigns.
Additionally, you’re going to have a hard time getting good results with no conversion data. I would look at including micro-conversions so you are giving Google some data points to optimize off of.
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