A post I recently published on Linkedin. It’s important to get these things write before you invest money with any Google Ads agency
- Don’t Segment If You Have Low Stock Levels:
One common mistake many advertisers make is segmenting their ads, particularly if they have low stock levels or frequently experience best-selling products going out of stock. The reason behind this is that Google’s machine learning relies heavily on conversions to optimize your campaigns. If your products are frequently unavailable, you’re essentially starving the machine, making it challenging for it to deliver the desired results.
- Avoid Segmenting Off-Season Categories:
It’s crucial to understand that Google Performance Max is not a magic box that can work miracles. Trying to segment off-season categories and expecting decent return on ad spend (ROAS) might lead to disappointment. Just like you wouldn’t try to sell ice cream in the winter, it’s essential to align your advertising strategies with market demand and seasonality.
- Regular Price Checks Are Vital:
Competitiveness in pricing and delivery is paramount in the world of e-commerce. Shoppers today are savvy and know how to use browser tabs to compare prices and deals. Therefore, if you’re not competitive on price and delivery, potential customers are likely to seek the best deal elsewhere. Regularly checking and adjusting your pricing strategy is key to staying in the game.
- Offer Finance Options:
Consumers now expect the convenience of financing options when shopping online. Services like Humm, Klarna, and Afterpay have become increasingly popular. By offering these payment choices, you can attract more shoppers and increase your conversion rates.
- Provide Flexible Payment Options:
User experience plays a significant role in e-commerce success. While two-factor authentication is essential for security, it can sometimes be a hassle for customers. Offering flexible payment options like PayPal and ApplePay can provide a smoother and more convenient shopping experience, potentially saving a sale that might have been abandoned due to authentication issues.
- Don’t Segment Performance Max with Fewer Than 100 Products:
Performance Max is a machine learning tool that thrives on data. Segmentation is a useful strategy, but it’s important not to overdo it. Avoid segmenting your campaigns if you have fewer than 100 products. A small dataset can limit the machine’s ability to learn and optimize effectively. In this case, it’s best to keep things more consolidated for better results.
Google Performance Max is a valuable tool for advertisers, but success requires a nuanced approach. These six tips highlight the importance of considering stock levels, seasonality, pricing, payment options, and segmentation when using Performance Max. By implementing these strategies, you can make the most of your advertising budget and achieve better results in your online marketing efforts. Remember, the key is to feed the machine with data and align your strategies with the evolving expectations of today’s online shoppers.