One of the biggest breakthroughs came from testing different shopping campaign types. With Google’s new ability to split-test Performance Max campaigns, we set out to compare against standard shopping campaigns.
The results were clear: standard shopping campaigns were 23% more efficient, driving higher revenue for the same cost by focusing placements on the shopping network.
By switching all our shopping efforts over to standard shopping placements, we saw a 35% lift in revenue year over year from shopping placements alone.
To capitalize on our findings further, we took a hard look at our client’s product data in Google Merchant Center. We enriched their shopping product data by incorporating top-performing keywords from our search campaigns into titles, descriptions, product types, and other relevant fields.
This expansion increased the reach of their shopping placements and provided Google’s machine-learning algorithms with better data to identify high-intent search phrases.
Next, we turned our attention to dynamic search campaigns. We segmented the client’s product pages and other high-performing URL targets into their own ad groups and set more aggressive goals for these groups.
This strategy led to a 405% increase in revenue and a 40% increase in ROAS for their dynamic search campaigns.
Finally, we revamped their video retargeting efforts. We created new audience segments and served tailored video ads to different parts of the sales funnel.
By rigorously testing different creative elements for each audience segment and refining our messaging, we saw a 110% increase in revenue and an 83% increase in ROAS from video retargeting.
By testing and optimizing different campaign types, you can find the most efficient way to reach your target audience and maximize your budget.
Utilizing multiple campaign types allows you to cover more ground and reach potential customers through various channels and formats.
Different campaign types offer unique targeting options, enabling you to fine-tune your strategy and connect with high-intent users more effectively.
Running diverse campaigns provides a wealth of data that can help you understand what works best for your business and where you can make further improvements.
Having multiple campaign types in your arsenal makes your marketing strategy more flexible and adaptable.
Ultimately, the goal of any marketing campaign is to maximize return on investment (ROI). By employing a mix of campaign types, you can ensure that every dollar spent is working as hard as possible.
Diversifying your Google Ads campaigns is essential for maximizing revenue and improving ROAS.