Ecomm Google Ads Structure Help
Hi, my job asked me to assess and provide feedback on the current google ads campaign structure (i have not touched google ads in a few years), which is out of my scope but I would like to keep this job so was hoping for some feedback!
Some background:
ecomm health company with a ton of skus. the current campaign structure is:
- Pmax shopping (all products): purchasers
- i'm not seeing any targeting here to warrant this campaign to be geared towards purchasers
- spending $37/day
- Pmax shopping (all products): visitors
- targeting 100 search terms
- spending $32/day
- Branded (tROAS)
- spending $50/day
The budget is around $1.1k/month. Campaigns don't seem to have an issue of getting 30 conversions a week looking at MoM data and overall ROAS is healthy based on their benchmarks.
I was thinking of breaking out the Pmax so I'm targeting Best Sellers only, and adding in in-market audiences, etc, and removing the Purchasers Pmax campaign since I'm not sure what is happening there.
I was also thinking of creating a DSA campaign with best sellers or a Benefits campaign with ad groups targeting kws by benefits (immunity, brain, digestion, etc) but only starting with a few.
I want to add a remarketing campaign, should I create a pmax shopping, standard shopping or non-shopping campaign for this? (how do i add web visitors or past customers to the targeting)?
Any feedback would be so appreciated!