Real Strategy

Each of my clients has a custom-tailored strategy built around their business attributes and business goals. To get an idea of how I can leverage Google Shopping and Performance Max campaigns to create strategies for various business types, please see below for a few examples.

Dynamic Catalog Optimization (DCO)

Performance-based optimization strategy that utilizes advanced automated bidding technology with expert manual controls to drive revenue and profitability

Dynamic Catalog Optimization (DCO) is my signature performance-based model for clients with a large product catalog and low-medium brand loyalty. I use a unique SKU-level tROAS (target Return on Ad Spend) system that automatically adjusts bidding and targeting for each individual product based on its performance. In addition, I am able to create modifiers for custom attributes or additional metrics and apply these to applicable products in your catalog.

With DCO, I assign a tROAS to each specific product based on its past performance data. If a product has a small sample size of traffic, I assign a more aggressive tROAS to ensure that we test exposure for as many products as possible while still maintaining profitability. The SKU-level system allows for granular bid management and optimization, giving us the precision of manual bid management with the scalability and efficiency of automated bidding.

Unlike other automated bidding strategies, DCO enables me to optimize campaigns for each individual product, maximizing return on ad spend and driving sales. We track and analyze data on product performance and adjust tROAS values accordingly. By doing so, we ensure that Google's algorithm doesn't allow a small portion of the catalog to do all the heavy lifting while the bulk of the catalog goes unnoticed.

Our DCO strategy has proven to be effective for clients with large product catalogs and limited brand loyalty, allowing us to focus on driving performance for each product while building profitability.

Manufacturer’s Performance Max

Manufacturer-focused Performance Max strategy that combines rich assets and advanced AI for optimal performance and sales growth.

This strategy is in use for a manufacturer of their own products with a diverse range of categories, types, and styles. I have implemented a methodology centered around utilizing Performance Max campaigns as much as possible as they provide the most effective method for integrating rich assets with Shopping ads, which is vital for maximizing performance and visibility for this client.

I have built out Performance Max campaigns not only for categories, but also for new styles or product line launches, ensuring that each product set gets the attention it deserves. By leveraging machine learning to optimize across a variety of ad formats, including display, video, and search, we're able to reach a wider audience and maximize visibility for this client's products.

Additionally, Performance Max offers unique features like asset selection and ad format optimization, allowing us to deliver the right message to the right audience at the right time. By combining these features with our in-depth knowledge of the client's product catalog and target audience, we're able to create highly effective campaigns that drive results.

This strategy was designed to keep the client’s brand upfront while promoting various segments of their catalog. Being manufacturers, brand presence and reputation is highly important to retain existing customers and attract new customers. By using rich assets and targeting capabilities to deliver highly relevant and engaging ads, we're able to drive sales and improve return on ad spend for this client.

OptiBrand Hybrid Strategy

A unique approach for resellers advertising products with heavy brand recognition, combining brand visibility and profit-based optimization.

This strategy is a hybrid advertising setup that includes a few dozen Performance Max campaigns paired with a secondary tROAS Standard Shopping campaign structure. The client is a reseller of multiple well-known brands, so it's crucial to showcase these brands prominently in their advertising.

To achieve this, I am leveraging Performance Max campaigns to maximize visibility and reach across various ad formats, including display, video, and search. The tROAS Standard Shopping campaigns, on the other hand, prioritize the remaining products while achieving a specific target return on ad spend. Given the sheer volume of recognizable brands, we have found that the Search Terms insights that are only available in the Standard Shopping format are highly important to our success.

This hybrid approach allows me to leverage the strengths of both Performance Max and Standard Shopping to effectively promote the client's catalog while achieving their advertising objectives.