Jun 23, 2022
In General Discussion
Google itself says that for Smart Shopping campaigns, Banner Design conversion tags are always necessary for optimal performance. Of course, the machine's predictions will be better if it has that particular advertiser's data on which to base its decisions. As advertisers, we need to realize that Google's goal is to maximize the conversion value of the campaign. And most advertisers probably care more about maximizing their profits than their revenue. To make Banner Design more profit, advertisers can either report profit instead of sales value through the conversion field, or create multiple Smart Shopping campaigns, each with their own tROAS. In fact, we've recently started hearing that last tip more frequently from Google reps. They're basically saying that one way to optimize Banner Design performance is to stop treating the entire product catalog as a portfolio optimization problem. Advertising Continue reading below Instead, group products with similar profitability, then manage each of these subsets as a portfolio by grouping them into their own campaign. Factor 2: less data Google constantly asks us to change the way we optimize our accounts when they delete data we rely on. In the past 18 months alone, we've seen the Banner Design removal of "average position" and more recently the reduction in the amount of data included in search term reports. As Google's machine learning benefits from the ever-growing wealth of auctions and user data, advertisers who were hoping to do something smart with data on their own are seeing the fire hose turn Banner Design into a garden tap. Matt Umbro, for example, reports that some accounts have gone from having 4-5% of their clicks hidden to more than 30% of those clicks no longer being part of the search terms report. Most PPC managers I know consider search term management a key way to optimize Banner Design accounts. Advertising Continue reading below Both to cut down on unnecessary expense of nearby weird variants and to increase volume by capitalizing on trending new searches before anyone else. What we can do While we may not like it, the reality is that whenever we lose data, it's the experts who find and implement workarounds to continue to have an edge over less savvy competitors. For example, while we may still be looking at search terms the same way we used to, we may Banner Design just have fewer ideas for optimizations now that the data has been reduced. But we can also make assumptions about the statistical distribution of the data and use different techniques like n-gram analysis to come up with optimization ideas. This technique was proposed at my recent PPC town hall with Martin Rottgerding and Brady Cramm. The idea is that the same combinations of one, two or three Banner Design words (unigrams, bigrams and trigrams) that we no longer see as individually reported search terms may still appear during an n-gram analysis and therefore may be the basis of a decision about a new negative keyword to add. Advertising Continue reading below This is a less direct way of managing the account, but another example of how Google forces us to manage PPC accounts in a more indirect way.