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Performance Max great! What next?
Hi all,
Recently decided to try pMax on my store, it has around 170 products and 700 variants. Seems like it went well, I’m consistently having between 250% ROAS and 700% on the best days when my breakeven ROAS is around 150%.
What’s crazy with pMax is some products I never thought about advertising started performing well.
What would you recommend when some variants are performing well? Extracting them to a single campaign and optimizing them or just leaving them in the pMax campaign?
Thinking about putting them in a different campaign (Standard Shopping) and optimizing negative keywords + giving them their own budget to scale them up better.
Would you recommend that?
Thanks.
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1 Reply
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Could you please specify the settings for Pmax campaign
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Did you break out campaigns by product type or variant? Or was it just one single campaign?
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Odds are I would leave the SKUs doing well in the current campaign. You want to move the SKUs not doing well somewhere else. The SKUs doing well have conversions and data in that PMax campaign.
Unless you know why those SKUs are doing well. It may not perform the same breaking them out into their own campaign. Is just the ad copy giving those SKUs a boost or is it ad copy along with video & images doing the work.
When creating PMax or standard shopping campaigns for an account, the campaigns can be structured in several ways depending on the nature of the business. Some of the methods are:
* Brand or Product Category
* Tiered Structure by ROAS
* Seasonality
* Bestsellers
* Cheapest (vs Expensive)
* Variants (for DTC brands)
* On Sale vs Not on Sale
* New vs OldYou need to spend some time digging into your campaign and trying to understand why they are doing well. Standard shopping is good when you want to mine for keywords or have more control on CPCs to try and make the SKUs work from a ROAS/profitability perspective. Plus you need to make sure you have the time to manage the campaign.
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I’m seeing so many mixed opinions on pMax that I don’t know if we should make the switch
I think it’s real interesting it has worked for some of your secondary products too!
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Don’t fix what ain’t broke.
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It’s possible that I’m missing something here but isn’t testing the point about advertising? Why don’t you just try it out and see what happens?
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