Default Google Account Structure
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Considerations
Performance Max
Performance Max is very reliant on retargeting website visitors, existing customers, and branded search traffic. Often, it’s ROAS will be ‘fluff’ - capturing sales that would’ve happened regardless.
It’s important to layer Performance Max with more Cold-Traffic focused campaigns like Standard Shopping and DSA (dynamic search ads).
High performing products or offers can be split out into their own PMAX campaign
Standard Shopping
There is overlap between Standard Shopping and PMAX. Standard Shopping relies almost exclusively on Cold-Traffic whereas PMAX is often very retargeting heavy.
The goal of this Standard Shopping campaign is to reach Cold-Traffic to which PMAX then retargets and converts.
To measure the true impact of this standard shopping campaign, one must look at the blended performance of both PMAX and Standard Shopping together.
Example: as Standard Shopping budget increases, PMAX ROAS should also increase
Example: as Standard Shopping budget decreases, PMAX ROAS should also decrease
High performing products or offers can be split out into their own Shopping campaign.
Dynamic Search Ads (DSA)
DSA creates search ads and targets keywords based on your website copy. If you have a website with bad SEO (search engine optimization) DSA will most likely perform poorly. If this is the case, RSA (manual search campaigns) may be necessary if DSA does not perform.
If DSA does not perform - test 'Competitor Search' campaigns and 'Intent Search' campaigns with manual keywords.
Similar to our Standard Shopping use case, DSA has overlap with PMAX however reaches more Cold-Traffic.
High performing products/offers can be split out into their own DSA campaign.
Branded Search
Branded search appears when brand terms like “your brand” or “brand” are searched. This campaign will have an extremely high ROAS, but it’s important to understand that this ROAS is ‘fluff.’
Consumers who search your brand name already have gone through their consideration phase and have extremely high buying intent. The majority of the sales attributed to this campaign would occur whether or not this campaign was running (and hence took credit).
The purpose of this campaign is to protect against competitors bidding on your brand name. The key metric to look at is ‘search impr. share’ - keep this number above 90%. As a rule of thumb typically ~10% of your Google ad spend should go to this campaign.
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