What is the right campaign structure for Shopping Ads?

English Ask Me Anything Q&A Googleshoppingamarepo
1

Hi ,

We have tried Google Shopping ads on and off without much success. Our main issue is controlling the cost. We are getting sales but cost to acquire customer is way higher than our target. We are getting cost between £15-£20 per order. We need to get this down below £10.

I have two questions here:

  1. What is right campaign structure from day 1 if you want to get max results at lowest possible cost?

  2. If your campaign is getting sales here and there , what is best way to optimise.

My main concern here is that may be our ad structure is not right.

Thanks & Regards

Maninder

2

Hello Maninder, thank you for your question in the FeedArmy AMA Event.

There is no right or wrong answer, as it all depends on what you are selling.

What works for one account, will not always work for another.

For example if you are selling branded products, focus on setting up standard shopping campaigns using an advanced structure explained here: https://www.youtube.com/watch?v=CiRIDzRrHno

However I would have a daily budget of at least £50 per day, and have at least few months commitment. As otherwise you will not get much traction. Assuming you setup the campaigns correctly.

Then once you have this setup, you can use performance max, and exclude your brand. So that you can do brand awareness. Assuming you are the brand owner.

If you are not the brand owner, performance max may work well, but will be a bit more costly.

If your sales are not doing well, and you are using performance max, what you can do is add the add to cart conversions as a campaign goal, however, change the conversion settings to ensure add to cart has a £1 sales value, not the actual cart value. Because Performance max can only work well if you have 30 to 50 sales per month.