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How many campaigns do you really need?
On the google ads account I took over there are 6 campaigns running.
Pmax “high revenue campaign”
Pmax “smart shopping”Display network campaign
Brand Search / search partners campaign
Non brand Search / search partners / display campaign
And then a test CPC Shopping “google search” Campaign.
Are these working against each other? Is there anything I can trim out?
What are yalls thoughts? I just want to make sure money isnt just being thrown in the wind.
TIA!
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1 Reply
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Most display is a waste of money. Pause that. Turn off display network on the search campaign.
Depending on what you sell and number of SKUs. You may not need two PMax campaigns and the test CPC shopping campaign (I imagine you mean this is a standard shopping campaign). If the shopping campaign has the same SKUs in it as either of the two PMax campaigns…. then PMax always take priority. Worth doing an audit of these three campaigns to see what is worth keeping or tweaking. Also take into account if any of these 3 campaigns are profitable and worth keeping to scale the ad account.
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I’ve had pmax shopping and standard shopping running together and both getting good results, I almost want to have a standard shopping just in case pmax does a normal irratic drop in impressions or shifts all impressions from shopping over to display and tanks sales. It also depends on how many products and their budget to determine if the breakout makes sense. I run some accounts with 7+ pmax campaigns focusing on different categories to better reign in returns and spend. We’ve also seen some products perform better from a search campaign vs pmax or standard shopping. All about testing and trying different things with the under performing groups.
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So its not just that. But how many ad groups and are you creating ad groups for exact matching keywords????
There are never too many campaigns. Only are you properly testing them all?
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There is no one-size fits all account structure. It’ll depend on the business type, budget, and other factors.
Assuming an online store with a small budget, I would not be running more than two shopping campaigns (maybe even one). And if you’re running P-Max with asset sets I wouldn’t bother with display as a separate campaign or included with search. Display would really only be good for branding and I’d start with Discovery for that or honestly, paid social.
As for search partners, that’s not a “campaign” but rather just a setting.. we usually test it for a month or two and then disable it if performance is subpar and we’re able to easily spend the budget elsewhere.
A larger account, think $10K/day and up might include dedicated campaigns for video, display, discovery and more shopping campaigns, specific to different product categories. You could also have regional campaigns and/or dedicated campaigns for search remarketing, etc. The more budget you have the more campaigns you’ll typically have. Otherwise, you want to integrate as much as possible for efficiency.
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