Date Range of Data Optimized: February 22 – March 2 & Mar 3 – Mar 13
Note:In Google Ads a minimum of 30 monthly conversions is necessary to ensure statistically significant insights for informed decision-making in campaigns lacking historical conversion data.
Campaign Name: Shopping | Flowneck | Maximize Clicks | US | 2024
Google Shopping Active Campaign Optimization Strategy
Bid Strategy Used: Maximize Clicks
Table of Contents:
- Executive Summary (page:1,2)
Complete Tracking Setup Flowchart Diagram
Feb 22 – Mar 2 Campaign Overview/Metrics (Screenshot):
- Introduction (page: 2):
- Goals and Objectives (page: 2)
3.1. Goal 1: Refine Audience Insights (page: 2,3)
3.2. Goal 2: Maximize High-Value Demographics (page: 3)
3.3. Goal 3: Optimize PLA Click-Through Rates (page: 3,4)
3.4. Goal 4: Improve PLA Traffic Quality (page: 4,5)
Negative Keyword list: Feb 22 – Mar 2 (page: 5)
- A/B split test (Product Title – Conducted Mar 2)
- Campaign Optimization Results (Mar 3 – Mar 13)
- Executive Summary:
This document outlines a strategic framework for the launch of our Google Shopping campaign targeting neck fan Product Listing Ads in the US market. Our strategy is tailored to refine ad targeting, enhance user engagement, and improve overall campaign performance, with an emphasis on the following key metrics:
- Audience Engagement Rates
- Click-Through Rates (CTR)
- Avg Cost Per Click (CPC)
- Cost
By focusing on detailed audience insights, product data optimization, and strategic keyword management, we aim to establish a solid foundation for our campaign. Our goal is to drive relevant traffic efficiently, setting the stage for scalable growth and long-term ROAS improvement.
- Introduction:
In this section, we will provide an overview of the current market landscape for neck fans in the US, the potential for growth within the Google Shopping platform, and the importance of a data-driven optimization strategy for new campaign launches.
- Goals and Objectives:
This section will delve into the specific goals we have set to guide our optimization efforts:
– 3.1. Goal 1: We will discuss our approach to collecting and analyzing audience data to improve targeting and thereby user engagement and ad relevance.
Approach: We will leverage pre-selected audience segments that align with our product, including Fitness, Running, Sports, Home Improvement, and Outdoor Recreation enthusiasts, by monitoring them in observation mode. Analyzing their interaction data will inform the tailoring of our ads to better match their interests, leading to more relevant ad content and higher user engagement. This targeted refinement aims to boost ad performance and engagement rates.
Audience segment report February 15, 2024 – March 3, 2024
Findings: Based on our segmented audience report, we can clearly see our affinity market audiences out-performing the observed in-market audiences. Based on our report the “Sports and Fitness (Affinity Market) seems to be receiving the most impressions.
Strategy: For our next iteration we can optimize and further segment the broad “Sports and Fitness (Affinity Market) and include and set to observation mode audiences within that category, ex yoga enthusiasts, marathon runners, bodybuilders, to really drill down and see which audience best resonates with our product.
– 3.2. Goal 2: We will outline the methods we will use to identify demographics with the highest conversion potential.
Approach: We will discuss the criteria for pinpointing demographic segments that are most likely to convert and how we will tailor our campaign to resonate with these groups.
Findings: Since this is a new campaign in Google Ads, demographic data will not be immediately available because the campaign has not yet accumulated enough data to provide meaningful insights. We will check back in the next campaign optimization timeline.
– 3.3. Goal 3: We will describe the tactics for increasing PLA visibility and CTR, focusing on strategic product data presentation.
Approach: We will provide specific examples of how we will enhance product titles, descriptions, and images to improve visibility and relevance in search results.
Findings: Based on our search term reports, we can see that our top performing user searches are also highly relevant to our product.
Strategy: Based on our search term report our aim is to include performing user searches into our product title and description to increase relevance and click through rate. In this example, we included the keyword/product attribute “bladeless” into our product title to observe performance for our next iteration.
– 3.4. Goal 4: We will explain the process for streamlining traffic quality by removing ineffective keywords ie (Negative keywords) from our campaigns/ad group level.
Approach: We will outline our approach to keyword analysis, including the identification and exclusion of negative keywords to refine traffic and improve campaign performance. Let’s begin by going to insights & reports > Search terms.
Findings: The main search terms which caught my eye can be categorized into 3 parts:
Branded Search Terms: Excluding Branded Search keywords in my case can increase relevance and based on my goal I’m only targeting generic searches. Ex: in our ad group level we added “amazon” etc as a negative keyword, therefore by using phrase match it will prevent your ads from showing for any search query that includes the exact phrase “Amazon,” regardless of what comes before or after it.
- Informational Keywords: Excluding informational searches in my case can increase relevance and reduce irrelevant clicks, thereby saving on cost per click, from users who aren’t likely to buy and are up the funnel. We are targeting users which are already down the funnel and have high intent to purchase. We kept showing up for “neck fan near me” or “do neck fans work”. Ex: in our ad group level we added “near me” as a negative phrase match keyword therefore by using phrase match it will prevent your ads from showing for any search query that includes the exact phrase “near me” regardless of what comes before or after it.
- Language (not aligned with goals – English) keywords: I noticed I was showing up for “latin” searches in my search term report. Based on google shopping location Targeting:
The physical location of the user plays a role. If your campaign targets a specific geographic area and a user within that area searches for a product you offer, your ad may appear regardless of the language of the search.
Feb 22 – Mar 2:
Refining and targeting traffic to our offer or product is a routine task, which helps us deliver relevant ads to relevant searchers, and in turn improving performance of our campaign.
- A/B split test (Product Title – Conducted Mar 3)
Goal: Increase CTR of the PLA
In this A/B test we will be changing one element, which is the title of the product description, and evaluate engagement performance metrics to see if there are any improvements.
Date A/B Test was Implemented: 03/03/2024
Metrics Observed:
Primary KPI: CTR
Secondary KPI: Avg CPC
Testing Time Frame: 10 day comparison (feb 22 – mar 2) vs (mar 3 – mar 13)
Variable A element: Product title: “FlowNeck Pro: The Ultimate Neck Fan for Portable Cooling Relief”
Variable B element: Product title: “FlowNeck Pro’s silent, bladeless neck fan. Eco-friendly material, flexible design, 3-speed settings”
Variable A Overview Dashboard Metrics (feb 22 – mar 2):
results:
CTR: 1.52%
Avg CPC: $4.55
Variable B Overview Dashboard Metrics (mar 3 – mar 13) results:
Implementation results:
Recap: By changing the product title for our product listing ad, we can see a few changes.
- Traffic (clicks) increased by 1391.67%.
- Avg cpc decreased by $3.37
- CTR has also decreased by 61.84%
Conclusion: Although our ctr has performed poorly we have seen a highly effective avg cpc decrease due to strategic keyword insertion within the title from our a/b test result. The increase in clicks ie. traffic increase has also been a good indicator that our a/b test (change in title) was highly successful.
Areas to work on: CTR: By continuous refinement of our keywords we can thereby increase highly qualified traffic which will be relevant to our searchers needs. We also can implement a higher quality image for our PLA to increase CTR.
