The competition for this industry is high and this niche can be too saturated. The brand regularly launches different product lines to stay on trend. It would make sense for the campaigns to bid on brand terms for Remarketing purposes. However, the current structure favors only brand searches or those familiar with the brand.
The campaigns are not bidding on prospecting customers and their search campaigns are not showing up on non-brand searches (entering-the-market keywords). The existing shopping campaign (Performance Max campaign) is not showing ads more frequently since Google’s system is using machine learning and based on historical data, all of their conversions are coming from brand searches and search only ads. Making outright changes would reset machine learning and could hurt the performance overall.
WRK Marketing, LLC undertook a comprehensive digital strategy for Inaka Power to propel brand awareness and enhance return on investment (ROI). The approach integrated Three-Phase Account Restructure, Focusing on Strengths
and Monitoring Key Metrics.
Three-Phase Account Restructure
We gradually restructured the account by focusing on the top spending campaign which is the Performance Max campaign (this is goal-based campaign type that allows advertisers to access all of their Google Ads inventory from a single campaign–meaning Google is bidding on all search, display and shopping), breaking this down will help us manage the account:
The campaigns can easily generate conversions from brand searches. This means that there are high conversion rates from repeat customers. We took advantage of this strength in scaling the account with the changes made.
During the three-phase account restructure, we retain a high portion of the budget from the old brand campaigns to continue generating conversions and allocate budget gradually to new campaigns launched. Google needs a couple of days (or even weeks) to finish machine learning.
For the first week of each phase, we do daily monitoring of metrics especially ROAS (Conversion Value / Cost) and Media Efficiency Ratio (MER), to ensure that new campaigns and budget increases translate to conversions.
Excluding the Brand campaigns, we can see that the share of conversions from prospecting audiences and non-brand searches increased significantly from only ~100 to ~800 conversions. The share of spend of the non-brand campaigns increased to $7,941.16, 56% of the total spend, increasing from 11% share in October.
Comparing the Total Conversions and Conversion Rates month-to-month and excluding November when there’s Black Friday and Cyber Monday Sale, we can see that we managed to maintain the total conversions even after restructuring.
