I took over this account with the goal of ensuring they stayed at the top whenever someone searched for specific keywords. The best way to secure that position was through Responsive Search Ads (RSAs). Although they were already running Shopping Ads, they wanted to expand their presence using RSAs.
We had a solid offer on the store.
We assumed sending traffic would do the job.
But I quickly realized I was wrong.
I tested various RSAs in this account,
Experimented with different product categories,
But all efforts led to a lower ROAS.
Ranking high came at a cost we couldn’t sustain.
Shopping Ads were performing well,
I knew we had a great product and offer,
But RSAs proved too expensive to maintain.
So, I shifted to PMax Page Feed with targeted product categories.
Brand in exclusion.
Here are the findings from the strategy:
- 99% ads spend was on search placement
- Ads spent = 29.8K
- Revenue generated = 119K
- ROAS = 4X
- Purchases = 1875
- Clicks = 42.7K
- Hidden search terms clicks = 5360
- Hidden search terms CVR = 7.41%
- Campaign CVR = 3.24%
Amazing findings:
- Hidden search terms CVR
- Rarely found irrelevant search terms
It was capturing a lot of generic search terms, but they were bringing in good revenue and ROAS. So, I decided to forget about keyword ranking and focus on maximizing revenue.
Remember:
We already had an SEO-optimized eCommerce store with highly refined product category pages.
Before you go for Page Feed Pmax campaign,
Make sure you already have,
- Good creatives
- Video
- Good offer
- SEO optimized store