What's new with Google Ads: How to make optimal use of standard Shopping and Performance Max campaigns

What's new with Google Ads: How to make optimal use of standard Shopping and Performance Max campaigns

background:
Since Google introduced the “Performance Max” campaign type, many advertisers have faced a challenge: Standard shopping campaigns were pushed into the background as Google prioritized Performance Max. This often meant that standard shopping campaigns could barely spend any budget.

With the latest adjustment, however, 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 opportunities to use standard shopping campaigns in a targeted manner. spring

What does that mean in practice?
For you as an advertiser, this means that you can regain more control over your campaign strategy. Standard shopping campaigns offer decisive advantages that Performance Max does not offer:

• Targeted management through negative keywords: Avoid unwanted placements and make your ads more relevant.
• Advertising schedule: Control exactly when your ads are shown.
• Device-specific bids: Strategically allocate your budgets to the types of devices that are most important to you.

Our findings from practice:
We've tested how to optimally combine both types of campaigns to get the best out of both worlds. In doing so, we have developed the following strategy:

1. Standard shopping with low target ROAS:
   This campaign was specifically designed to achieve as many relevant clicks and conversions as possible with low ROAS.
2. Performance Max with higher target ROAS:
   This campaign focused on getting high-quality conversions through Google's powerful algorithms. It only used the product data feed as a basis.

The results:
By combining both types of campaigns, we were able to achieve remarkable results:

• Prioritizing standard shopping: Thanks to the low target ROAS, the standard shopping campaign was able to win the auction more often, giving us targeted control over the display.
• Strong Performance Max addition: The Performance Max campaign remained active and generated conversions that went beyond the possibilities of the standard shopping campaign.
• Synergy effect: Both campaign types worked together harmoniously and increased the overall efficiency of the ad strategy.

Specific recommendations for action:

1. Review your current campaigns: Analyze which campaigns currently dominate the ad rank and whether standard shopping campaigns receive sufficient budget.
2. Use a hybrid strategy: Combine Standard Shopping and Performance Max to take advantage of the strengths of both campaign types.
3. Adjust your target ROAs: Use a lower target ROAS for standard shopping to dominate the auction, and set Performance Max to a higher target ROAS to achieve high-quality conversions.
4. Test and optimize regularly: Continuously review the performance of both types of campaigns to find the ideal balance.

Conclusion:
The new features in Google Ads give you the opportunity to regain control of your campaign strategy while taking advantage 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!

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