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Seeking advice on Google Ads/Pmax restructure
Hi everyone,
I recently made some significant changes to the advertising structure for a client who sells natural deodorants in a highly competitive market. The client requested a shift away from brand-focused campaigns towards new customer acquisition.
Previously, the account had a Brand Search campaign and a Pmax campaign that included branded keywords, which accounted for the majority of conversions. To switch from brand to new customer acquisition, I decided to test a new structure:
1 Brand Search
2 Brand Standard Shopping (excluding non-brand keywords)
3 Non-brand Pmax campaign (excluding brand)
Since excluding the brand from the Pmax campaign, conversions, conversion value, and ROAS have dropped significantly, while CPA increased as expected.
However, due to the above and the high tROAS (which was based on branded keywords) at 400% and low daily budget $30, the campaign isn’t driving any conversions and is currently unprofitable. I made these changes 1.5 weeks ago.
To address this, I'm gradually lowering tROAS by 20% increments (not below 200%) and increasing the budget by 20%, capped at $100. Additionally, I'm considering targeting only one city instead of the whole country due to the competitiveness and budget constraints. I'm also optimising product titles to include important keywords.
While the Branded Standard Shopping campaign isn't driving conversions yet, I'll give it more time before making adjustments.
I'm feeling a bit stressed about potentially impacting the client's business negatively. Have I made the right decision with the structure change? Am I taking the right steps to make the Pmax campaign profitable again? Any other recommendations would be greatly appreciated.
Thanks in advance for your insights!
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