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Google Ads Bid Strategy
Hey all, I recently took over a Google ads account with 4 sub accounts catered to different countries. I had to self learn from scratch so I apologize in advance if this has been addressed before.
The mega sales period is coming real soon and unfortunately I do not have enough time to run A/B tests and figure out what works. Hence I would love to know what type of bid strategy have worked based on your experience for the different funnels?
Industry – Fashion bags & accessories
Current bid strategy:
– Non-brand: Target impression share
– Brand: Target impression share
– Competitor: Max conv
– PMAX: Max convThanks in advance for the input!
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1 Reply
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This is not the time of year to be making drastic changes, without a really good reason. If you have not, you should do an account audit across all 4 ad accounts to understand what has worked in the past and if you are hitting the goals that the brand has.
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Full Disclosure: I have no experience selling in different countries outside the US, but I will lend you my expertise in ecomm sales.
Quick question: Do you know if these countries support Google Shopping Ads?
I will say that I haven’t used Target impression share for quite some time, mainly because it doesn’t usually translate to conversions. Especially in this environment where everyone is using PMAX, you just end up getting the poopy bids.
Here’s how I would lay it out based on what’s working for me right now:
* Non-brand: Target generic keywords where you would like your ads to show, i.e. “hand bags”, “purse straps”, “purse liner”. Use a Search campaign here targeting conversions, set a tROAS. Start at 200%, adjust based on results here. Use some dynamic insertion here–this has really helped performance for me, i.e. {KeyWord:See Our Latest Deals}.
* Brand: You know what keywords to use here. Keep it simple, remove any generic terms and only keep the brand terms. Throw those generic terms into the Non-brand campaign. Use tROAS here as well, set it to the current return you’re seeing. Shift it up or down based on the results.
* Competitor: I don’t like these campaigns if I’m being honest. I think it just muddies the water and you’re going to pay way more per bid on competitor terms. I personally would cut this campaign entirely.
* PMAX: Is this a catch-all campaign? Make sure you have the Google Merchant center set up (in countries that support it), add products to the campaign (whether from a feed or manually), make sure your promos are all in there. Turn on all automatically created assets in the campaign. If Shopping Ads are supported, keep a tight leash on the product listings. Check your Products tab, check the bids and kill products that are under performing. Redo the Asset Associations (Sitelinks, Callouts, Promos, etc.) if it makes sense and they are stanky and outdated. I know people set those up and never change them, so make sure they aren’t stale.
If they haven’t set it up, get enhanced conversion tracking in there on your conversion actions. Very important. Hit me up with any questions you have, hope this helps!
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