Emmanuel,
I am curious what your thoughts are for an account that is starting with zero purchase conversions. We are a fashion retail company, and we have mainly concentrated on Meta. Now that we are picking up on Google, we run Shopping Ads - only focused on Standard, not on PMAX.
Our initial experiments with PMAX and automated bidding strategies did not prove to be very effective. So, we switched to standard shopping and using Manual CPC with “Add To Cart” as the Primary goal and leaning in on retargeting ads for conversions.
Your thoughts?
Do you recommend sticking with automation bidding and PMAX?
Thanks
Gunaseln
Hello Gunaseln, thank you for your question.
Great question, and you are nearly there with the strategy. I would setup an advanced standard shopping strategy, where you have multiple campaigns, and exclude relevant search terms based on add to cart conversions, so that then end up in the second campaign.
This strategy is designed to allow you to bid more on relevant search terms, compared to generic search terms.
I have a great video explaining this here:
Then, when you start to get traction, you can set up a PMax campaign. Set this up when you have around 30 monthly conversions in Google Ads.
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Thank you Emmanuel. This is an extremely helpful video. We can definitely use this technique for identifying high-converting keywords, and optimizing for conversion.
