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In today’s competitive digital landscape, using tools like Google Ads is essential for boosting your online visibility and driving sales. Google Ads allows businesses to connect with the right audience at the right time, making it a powerful platform for e-commerce. By properly setting up and managing campaigns, you can attract new shoppers while re-engaging loyal customers, ultimately increasing sales and strengthening your brand presence.

This guide is intended to inspire you on how to effectively structure your account, with a focus on reaching customers at various stages of their purchasing journey.

Performance Max

Purpose:

To promote the entire or large parts of the product range across Google's ecosystem of products. This way, you achieve broad exposure to customers located at different stages of the purchase funnel, both Top of Funnel and Bottom of Funnel.

Create multiple asset groups based on category, margin, brands, or similar criteria. This way, different products can be linked to different types of texts and images.

Preferably exclude search terms related to Brand to avoid allocating budget within PMax for Brand searches.

Bidding Strategy:

Maximize conversion value (Target ROAS)

Budget:

45%

Sales Funnel:

Top, mid, and bottom of funnel

Standard Shopping Campaign Bestsellers

Purpose:

A selection of products that are particularly important to showcase for various reasons (margin, sales, etc.). Focus on new customers that might not be attracted in Performance Max, which often drives towards retargeting. Preferably exclude search terms related to Brand.

Bidding Strategy:

Target ROAS

Budget:

20%

Sales Funnel:

Top and mid of funnel

Branded Standard Shopping Campaign

Purpose:

Capture Brand traffic in Google Shopping to control how the brand is exposed and minimize the risk that competitors appear on your brand. Isolate in a separate campaign to control search terms and costs.

Bidding Strategy:

Target ROAS

Budget:

10%

Sales Funnel:

Bottom of funnel

Generic Search Campaign

Purpose:

Keyword ads on the most important keywords. Separate into ad groups and be careful which keyword match type to use. Opportunity to capture visitors actively searching for products you sell. Can be structured according to various categories, product types, brands, etc.

Bidding Strategy:

Maximize clicks or maximize conversion value based on conversion data.

Budget:

15%

Sales Funnel:

Top and mid of funnel

Branded Search Campaign

Purpose:

Capture Brand traffic in Google's search results to control how the brand is exposed and minimize the risk that competitors appear on your brand. Aim to be as visible as possible, as cheaply as possible, on all searches related to Brand.

Bidding Strategy:

Target Impression Share

Budget:

10%

Sales Funnel:

Bottom of funnel