Challenges

In early 2022, Google announced that PMax (Performance Max) paid advertising campaigns will replace traditional Smart Shopping campaigns. We didn’t wait any longer and chose one of our biggest partners – Bisonoffice.com – for the first implementation of this Google Ads campaign migration.

Solutions

What’s special about PMax? It is a new type of targeted campaign that allows advertisers to reach all ad destinations from a single campaign. Together with an ambitious partner, we had to be among the first ones to test this novelty.

The results

Already in the first phase of migration, sales revenue grew by more than 32%. Compared to the regular Shopping – Smart – furniture – seating furniture campaign, it generated a 26.4% lower click-through rate within two weeks.

Performance

Challenges

What are the main concerns in such campaign migrations? 1. Preparation of high-quality ad texts. 2. Selecting photos for relevant product categories. Why? Because in the optimisation process, these parts are almost the only controllable components of the campaign.

What does PMax campaign management look like? Control is limited to the following points:

  • Choosing the campaign objective
  • Budget / Bidding
  • Geographical application
  • Product feed
  • URLs redirection

Solutions

After confirming the campaign migration, we foresaw that the relocation of the campaigns had to be done in a consistent way, so we chose a medium-performing campaign and migrated it, while keeping the Smart Shopping campaign active. Once the PMax campaign was up and running and started to deliver results, the Smart Shopping campaign just stopped working, so we stopped the old type.

Machine learning-based Google campaigns are sensitive to changes in budget or audience adjustments. Some actions can only be carried out every seven days and the budget can only be increased by up to 30% at a time. So we carried out the migration slowly – analysing and evaluating the results.

The results

In the first phase of the migration, a new type of PMax – furniture – seating furniture campaign, included in the strategy, generated a 26.4% lower cost-per-click in two weeks compared to the regular Shopping – Smart – furniture – seating furniture campaign.

Sales revenue grew by more than 32% in the analysed period. In the second phase, we added two new PMax campaigns to the strategy: PMax – furniture – tables & desks and PMax – furniture – outdoor. After 3 weeks, the new PMax – furniture – tables & desks was already dominating the top campaigns, generating the most revenue and the best CPR (cost per revenue).

The results don’t lie – the new type of campaign really works. That’s why we have planned the migration of the remaining campaigns. However, there is still one unknown factor: what kind of increase in the daily budget would bring about the best results?

After evaluating the ROAS of the campaigns, we proposed to the partner to increase the Google Ads budget by 20%.

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> budget

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