Objective: potential customers
Posted: Sun Jan 19, 2025 3:31 am
The way you structure your campaign also matters. If you have a catalogue of products that generate very different returns and you want to use a smart bidding strategy that optimises ROAS, try to group them by AAA / AA / A / other profitability ranges , without looking at the type of product. On the other hand, if you are going to focus on maximising the number of sales (regardless of the profitability they generate), I recommend structuring your campaigns by categories, as this will make managing them easier.
Pro tip
Use a CSS (Comparison Shopping Service) other than Google Shopping: you can improve your results by up to 20%. This is because, since Google was convicted of abuse of dominant position in 2017, it has had to allow other price comparison sites to enter Shopping auctions and, to remain profitable, it has to apply a margin to the base bids of campaigns carried brazil business email database out through its own CSS (Shopping, for the sake of redundancy). Campaigns carried out through third-party CSS will continue to be managed from the Merchant Center and appear in the same places in Shopping, but the name of the comparison site used will be displayed in the footer of the ads.
Previously, traffic and lead objectives went hand in hand: if you wanted to get contacts, you needed to drive (good quality) traffic to your website or landing page. In recent years, also because other platforms such as Facebook or LinkedIn have launched their own advertising solutions focused on leads, Google has evolved its campaigns by allowing the generation of leads from the ads themselves, without going through the advertiser's website.
If you want to encourage users to take actions that generate sales opportunities , such as contacting your company through a form, signing up for your newsletter, signing up for the private area or your loyalty program, Google recommends the same types of campaigns as for sales objectives. Again, I think we should refine this further.
Pro tip
Use a CSS (Comparison Shopping Service) other than Google Shopping: you can improve your results by up to 20%. This is because, since Google was convicted of abuse of dominant position in 2017, it has had to allow other price comparison sites to enter Shopping auctions and, to remain profitable, it has to apply a margin to the base bids of campaigns carried brazil business email database out through its own CSS (Shopping, for the sake of redundancy). Campaigns carried out through third-party CSS will continue to be managed from the Merchant Center and appear in the same places in Shopping, but the name of the comparison site used will be displayed in the footer of the ads.
Previously, traffic and lead objectives went hand in hand: if you wanted to get contacts, you needed to drive (good quality) traffic to your website or landing page. In recent years, also because other platforms such as Facebook or LinkedIn have launched their own advertising solutions focused on leads, Google has evolved its campaigns by allowing the generation of leads from the ads themselves, without going through the advertiser's website.
If you want to encourage users to take actions that generate sales opportunities , such as contacting your company through a form, signing up for your newsletter, signing up for the private area or your loyalty program, Google recommends the same types of campaigns as for sales objectives. Again, I think we should refine this further.