The Strategy
Our overall strategy is to consistently review the account structure to attain flexibility while dedicating the majority of ad spend to top sellers. We do not over-segment campaigns, which reduces the efficiency of machine learning.
With accounts mostly adopting Performance Max campaigns to supercharge advertising efforts, monitoring their ad spend has been our top priority to ensure we get the best results.
We installed advanced Google Ads scripts to give us visibility of search data results from Performance Max campaigns. This helps identify the best-performing areas, including assets, product categories, and creatives. This has allowed us to respond quickly to performance and swiftly deploy a campaign structure to control ad spend and maximise our ROI.
We also integrated multiple first-party data sources, including past purchasers, website visitors, and purchasers, into the account to improve audience signals and targeting accuracy. Leveraging first-party customer and marketing data has supercharged the algorithm’s learning to measure conversions and reach our target audience with the most relevant ads.
We are well aware of the revenue that branded traffic cannibalises. We control branded traffic ad spend while strategically running a Brand campaign to remain competitive. In addition, we unlock growth and nurture new audiences to convert.
