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Running SEM on Google Ads for Holding Company with Multiple Similar E-com Sites
Was curious if anyone could provide thoughts on how to approach some SEM campaigns I’m currently running. I’m working with a holding company in the industrial vertical that has been buying up different brands that have incredibly similar product offerings. We have been running SEM campaigns for one of these brands that has been doing very well, and have now been asked to run some paid search for a different company that sells pretty much exactly the same stuff. If I set up and run campaigns for the second brand, won’t I essentially be driving bids up against myself with the first brand? Are there any tips or approaches to handle this kind of situation?
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2 Replies
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Can you run them all in the same account? I’ve run similar setups, and we had them run out of the same “hub” for lack of a better term. You can do geographic separation that way, frequency capping, etc.
The largest accounts of this type can get special treatment from Google where you can create a conglomerate advertising account. Though that requires 6 digit per month spends, and access to higher level reps to kick off.
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I would recommend creating an MCC account for the different brands to have separate ad accounts because it gives all the benefits of aggregate spend seen as a success marker and none of the risk where someone screws up one brand’s Ads, like getting a circumvention suspension by accident (because a lot of users don’t understand those rules anyway).
As for competing against yourself, consider structuring your campaigns in ways to not have that happen such as using a TCPA for one brand’s biggest successes and the comparable products from the other brand would be manual CPC where you try to target the price just above organic.
You won’t get ad extensions for the 2nd brand on those KWs but you can try different bidding strategies for different campaigns and use historical data to see if the CPA is going up.
BTW – if you are getting leads or sales and the CPA is acceptable, you shouldn’t care about the CPC going up due to your own competition. The AI understands what you target and if you profit at a $8 CPA, it doesn’t matter to you whether rhats 1 $8 click or 16 50¢ clicks, right?
Just use different bidding strategies for the same words and you’ll be fine
Good luck!
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