If you’re a bit of a Google Shopping lover, you will be no stranger to the ‘All Products, Low Bids’ campaign and the fact it usually has the best ROI in your account.
But, far too often you come across AdWords Accounts that are ticking over nicely but never growing as they have an over reliance on an ‘All Products, Low Bids’ campaign or worse, they only have a ‘All Products, Low Bids’ campaign.
Now please don’t get me wrong, I’m a big, big ‘All Products, Low Bids’ lover and whilst it can deliver great results, it will never deliver on-going growth.
Growth in shopping comes mainly from 2 areas; Structure & Bids. If you’ve read my rambles on automation, you’ll know that bids will become more automated as time goes, so I thought I would concentrate on the structure side of your growth.
Your shopping campaign structure plays a huge role on both performance and growth
This is mainly due to impact campaign structure has on your product visibility and whether all your products will be served within Google Shopping results. To highlight the importance of structure, we analysed 100 accounts for 30 days prior to Black Friday and on Black Friday itself.
Of the 100 accounts we analysed prior to Black Friday we discovered the following product visibility funnel
Of all the products added via a Google Shopping Feed, 91% were active and eligible to show in Google Shopping campaigns.
- Products eligible with Impressions: 54%
- Products eligible with Clicks: 11%
- Products eligible with Conversions: 7%
A pretty huge drop off, of all the products added to each feed, conversions were generated by just 0.41% of them. You did read that right, 0.41%.
We felt that Black Friday presented us with great opportunity to understand what would perform better, just increasing budgets or increasing budgets and splitting out & growing your campaign structure.
Disclaimer: not all the 100 accounts we were tracking increased their budgets on Black Friday. To make this a fair test, we only compared the impact of increasing budget on the accounts that increased budget and discounted the other accounts from the 30-day study.
The average increase of those accounts that did spend more was 40%. However, product visibility did not increase by the same or even by a similar proportion. All the budget increase achieved was to satisfy the increase in search levels and demand of Black Friday.
Black Friday Increased Budgets Only:
- Products eligible with Impressions: 60%
- Products eligible with Clicks: 12%
- Products eligible with Conversions: 8%
However, the advertisers that both increased their budget and created more campaigns with a better structure achieved a much better uplift on Black Friday. These newly built campaigns were made up of many different structures, the point being is that they opened up their product visibility by creating a more robust campaign structure.
Black Friday Increased Budgets & Campaign Structure:
- Products eligible with Impressions: 75%
- Products eligible with Clicks: 43%
- Products eligible with Conversions: 25%
The difference is massive and shows how Structure opens growth a lot more than just increasing your budgets.