Hi Daryl, great video! What are your thoughts about excluding brand from a PMax campaign? Part of me wants to exclude it so it doesn't cannabilize my branded search campaign. On the other hand, our PMax campaign is quite small and the algorithm would benefit from some extra sales in that campaign. What do you think?
Assuming you are doing Ecommerce and running PMax for its Shopping Ads, I would not exclude Brand from PMax. Because, excluding brand would also stop you from showing Shopping Ads results on your Brand. Instead, to stop PMax from cannibalising your Brand Search campaign what you can do is add all your Brand long tail terms as exact match keywords into search. If the exact search term is added as a keyword to a search campaign, Google will prioritise the Search campaign over the PMax campaign. Check the Insights report in PMax for the search terms. Any brand terms in there, add as exact match keywords to your brand Search campaign. Doing this will stop the search cannibalisation whilst also allowing PMax to continue showing Shopping Ads for your products when someone searches your Brand.
Great video. Using PMAx, for about 8 days selling a $50 to $100 bucks product... Left it at conversions only, at $100 a day and had about 3 sales conversions from the ads. I do get a decent amout of clicks at around $1.25 ppc. Do you think I should throw in the towel now or should I hang in there longer or try the Roas tactic?
I would keep it going, 3 conversions is too few to make any conclusive decisions. I'd lower the budget so you don't spend as much while testing, this will improve the ROAS. At the same time I would go to your product titles in your shopping feed and make sure that every high volume keyword that is relevant to your product is included in the title, which will help maximise your volume.
Hi Daryl! Hope you're well. I'm running a PMax. at a target ROAS of 300% and wish to scale this up. The campaign achieves a true ROAS of about 500% now for about a week. Is it advisable to increase the target ROAS from 300% to 500% now, or will that likely result in an unwanted re-optimisation period similar to what you'd face with a drastic budget increase/decrease? Would love to hear your thoughts/experiences with this.
If you are looking to increase spend and revenue, then increasing Target ROAS actually goes against that goal. The lower your Target ROAS, the higher your spend and revenue will be. That said, if you are targeting a 300% ROAS and the system is over delivering at 500%, then maybe you are already maxing out your impression share and perhaps have one of the most competitive products in the Shopping Ads results. Difficult to say without more context, it could also be that given a few more weeks the system will get you down to 300% ROAS at a higher spend and revenue. Based on what info I have here, my recommendation would be to keep the target ROAS at 300% assuming you are happy with that and your goal is to maximise spend and revenue.
Yup you can try it especially if the account as a whole already has lots of conversions. As far as I’ve been able to tell: while PMax will prioritise optimising based on conversions within the campaign, it does also pay some attention to the account conversion rate especially if it’s a new campaign with no conversions yet.
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Thanks for the insights on ROAS. 🔥
Hi Daryl, great video! What are your thoughts about excluding brand from a PMax campaign? Part of me wants to exclude it so it doesn't cannabilize my branded search campaign. On the other hand, our PMax campaign is quite small and the algorithm would benefit from some extra sales in that campaign. What do you think?
Assuming you are doing Ecommerce and running PMax for its Shopping Ads, I would not exclude Brand from PMax. Because, excluding brand would also stop you from showing Shopping Ads results on your Brand. Instead, to stop PMax from cannibalising your Brand Search campaign what you can do is add all your Brand long tail terms as exact match keywords into search. If the exact search term is added as a keyword to a search campaign, Google will prioritise the Search campaign over the PMax campaign. Check the Insights report in PMax for the search terms. Any brand terms in there, add as exact match keywords to your brand Search campaign. Doing this will stop the search cannibalisation whilst also allowing PMax to continue showing Shopping Ads for your products when someone searches your Brand.
Great video. Using PMAx, for about 8 days selling a $50 to $100 bucks product... Left it at conversions only, at $100 a day and had about 3 sales conversions from the ads. I do get a decent amout of clicks at around $1.25 ppc. Do you think I should throw in the towel now or should I hang in there longer or try the Roas tactic?
I would keep it going, 3 conversions is too few to make any conclusive decisions. I'd lower the budget so you don't spend as much while testing, this will improve the ROAS. At the same time I would go to your product titles in your shopping feed and make sure that every high volume keyword that is relevant to your product is included in the title, which will help maximise your volume.
Hi Daryl! Hope you're well.
I'm running a PMax. at a target ROAS of 300% and wish to scale this up.
The campaign achieves a true ROAS of about 500% now for about a week.
Is it advisable to increase the target ROAS from 300% to 500% now, or will that likely result in an unwanted re-optimisation period similar to what you'd face with a drastic budget increase/decrease? Would love to hear your thoughts/experiences with this.
If you are looking to increase spend and revenue, then increasing Target ROAS actually goes against that goal. The lower your Target ROAS, the higher your spend and revenue will be.
That said, if you are targeting a 300% ROAS and the system is over delivering at 500%, then maybe you are already maxing out your impression share and perhaps have one of the most competitive products in the Shopping Ads results.
Difficult to say without more context, it could also be that given a few more weeks the system will get you down to 300% ROAS at a higher spend and revenue.
Based on what info I have here, my recommendation would be to keep the target ROAS at 300% assuming you are happy with that and your goal is to maximise spend and revenue.
Hello everything is fine? My account already has data with 340% of desired roas. Can I start a campaign with defined roads?
Yup you can try it especially if the account as a whole already has lots of conversions. As far as I’ve been able to tell: while PMax will prioritise optimising based on conversions within the campaign, it does also pay some attention to the account conversion rate especially if it’s a new campaign with no conversions yet.