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Is it worth splitting PMAX campaigns based on different tiers of performance?
Let’s say there are 5k SKUs, I want to divide it into 3 sections from custom labels so 1) Strong performers 2) Mid performers 3) weak
Ofc, give them different budget and roas targets, and see how they perform.
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1 Reply
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Yes, absolutely worth a test. We structure many ecommerce campaigns this way to maximize return for clients. I would recommend keeping your “strong” performers as tightly managed as possible…maybe even a few dozen SKUs.
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It is always worth testing ideas in Google ads, even with PMax. Based on past data, is this the best way to structure your campaigns?
Breaking out by ROAS can work and it can also leave money on the table. Sometimes data shows it might be more profitable to break out campaigns based on:
* Brand or Product Category
* Seasonality
* Bestsellers
* Cheapest (vs Expensive)
* Variants (for DTC brands)
* On Sale vs Not on Sale
* New vs OldFor SKUs that are not your strong performers, you want to make sure you can keep feeding data into your campaigns even in low season. You can have multiple of these campaign structures working in one ad account,… especially if SKU count is high and you are trying to dominate SERP too.
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Yes, for sure. I split my PMax campaigns into separate asset groups based on product pricing / product types in order to grab back a little control.
Can say for certain that it’s improved performance!
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