What's new in Google Ads: How to optimally use Standard Shopping and Performance Max campaigns
What's new in Google Ads: How to optimally use Standard Shopping and Performance Max campaigns
Hintergrand:
Since Google introduced the Performance Max campaign type, many advertisers have faced a challenge: Standard Shopping campaigns were pushed to the back burner as Google prioritized Performance Max. This often meant that standard shopping campaigns had little budget to spend.
However, with the latest adjustment, Google has made it clear that the campaign type with the higher ad rank will win the auction in the future. This opens up new possibilities for using standard shopping campaigns in a targeted manner. Quelle
Was bedeutet das konkret?
For you as an advertiser, this means that you can regain more control over your campaign strategy. Standard Shopping campaigns offer key advantages that Performance Max does not:
- Targeted control through negative keywords: Avoid unwanted placements and increase the relevance of your ads.
- Werbezeitplaner: Control exactly when your ads are shown.
- Gerätespezifische Gebote: Strategically allocate your budgets to the device types that are most important to you.
Unsere Erkenntnisse aus der Praxis:
We tested how both campaign types can be optimally combined to get the best of both worlds. We have developed the following strategy:
- Standard shopping with low target ROAS:
This campaign was specifically designed to achieve as many relevant clicks and conversions as possible with a low ROAS. - Performance Max with higher target ROAS:
This campaign focused on driving high-quality conversions through Google's powerful algorithms. She exclusively used the product data feed as a basis.
Die Ergebnisse:
By combining both campaign types, we were able to achieve remarkable success:
- Priorisierung von Standard Shopping: Thanks to the low target ROAS, the Standard Shopping campaign was able to win the auction more often, which gave us targeted control over the ad display.
- Starke Performance Max Ergänzung: The Performance Max campaign remained active and generated conversions that went beyond the capabilities of the standard shopping campaign.
- Synergie-Effekt: Both campaign types worked harmoniously together and increased the overall effectiveness of the ad strategy.
Konkrete Handlungsempfehlungen:
- Überprüfen Sie Ihre aktuellen Kampagnen: Analyze which campaigns currently dominate the ad rank and whether standard shopping campaigns receive sufficient budget.
- Rely on a hybrid strategy: Combine Standard Shopping and Performance Max to leverage the strengths of both campaign types.
- Passen Sie Ihre Ziel-ROAS an: For Standard Shopping, use a lower target ROAS to dominate the auction, and for Performance Max, use a higher target ROAS to achieve high-value conversions.
- Test and optimize regularly: Überprüfen Sie kontinuierlich die Leistung beider Kampagnentypen, um die ideale Balance zu finden.
Fazit:
The innovations in Google Ads offer you the opportunity to take back control of your campaign strategy while taking advantage of the benefits of Performance Max technology. With a well-thought-out combination of Standard Shopping and Performance Max campaigns, you can take your Google Ads performance to a new level. Take advantage of this opportunity to optimize your advertising strategy and sustainably increase your ROI!
