First, if product groups don’t generate enough conversions, spend will flatline.
The answer? Lower your ROAS targets to give the campaign breathing room. Once it starts delivering again, tighten up the targets to where you need them.
Second, tight exclusions on branded keywords — all those brand terms you stomped out — can result in losing product listing ads (PLAs) to competitors.
To combat this, fire up a Smart Shopping Campaign with a higher target ROAS and give it a very low budget compared to the standard shopping campaigns. Typically, your ads start showing up again as soon as the campaign begins spending.
If you’ve “won” in-platform, only to lose actual revenue …
Take back control. Split your campaigns stage-by-stage. Tell Google to stop overseas chinese in australia data cannibalizing your social spend and start driving incremental net-new revenue.
Ranier Olegario
In less than a year and a half at CTC, Ranier “Rain” Olegario accelerated from Paid Search Buyer to Paid Search Manager. He’s worked in digital marketing for five years and — on top of every SEM certification under the sun — also holds an MBA from the Rochester Institute of Technology. Connect on LinkedIn, especially if you’d like to hear more about him “pretending to be on Iron Chef.
Andrew Zappia
Andrew is a Paid Search Buyer at CTC, helping guide some of our top clients across the SEM spectrum. With over four years of experience in digital marketing and $3M+ managed in ad spend, his knowledge of PPC comes second only to his passion for scaling ecommerce brands. Feel free to connect with him on LinkedIn about all things paid media.