This is the #1 mistake that E-Commerce marketers do in Google Ads. Even some of the smartest. Disclaimer: This is not for small accounts spending 5–10k but rather for established shops or D2C brands. I recently audited a Google Ads account with a huge portfolio of products: 150,000+ SKUs They are currently spending around 20k € per month on Google Ads and the results are decent but not great. I used my Google Ads Reporting Suite during the audit where I have a product insights tab included that quickly shows me the performance on product-level. What I found was not surprising but still astonishing. 99% of the SKUs took 75% of the budget while only bringing in 5% the revenue. A huge waste of budget and unused potential. The campaign structure they used was a classic one. Campaigns split by product categories or brands. Generally, nothing wrong with that. But you see what this causes. We are talking product segmentation. What is the issue? – Bestsellers not pushed enough – Products not being activated enough – Budget wasters not restricted enough How can you solve it? Segment your products by performance. This is generally ROAS and cost/clicks or impressions. Create a campaign structure based on that segmentation and assign them smart budgets. Hero products – Above your ROAS goal – Spending a decent amount – Give them 50% of your budget Sidekick products – Above your ROAS goal – Spending below threshold – Give them 20% of your budget – Better activation for the products Zombie products – Below your ROAS goal – Spending below threshold – Give them 20% of your budget – Get them in front of people Villain products – Below your ROAS goal – Spending a decent amount – Give them 10% of your budget – Stop the budget waste by limiting them You could also layer this with product scoring based on inventory, return rates or product groups (for different ROAS goals). The possibilities are endless. You just have to keep in mind that you need enough for conversions for that. Did you know that strategy already and have you already used it? #ecommerce #d2c #google #googleads #marketing
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