What does the setup involve, and how does it work in practice?
We work every day to optimise performance for businesses. That is why we draw on this experience when we help you understand how best to combine two Google Shopping campaign types: Performance Max and CSS Shopping. Here it is essential that you start from an in-depth look at your business strategy.
The combination of the two Google Shopping providers makes it possible to establish a feed in two different places, which increases the likelihood of being shown — and thereby the opportunity to grow impression share, as you are effectively bidding for the same ad space from two separate accounts.
In our work we primarily work with two different setups — the base setup and an extended setup — that focus on market share through New Client Acquisition, which we look at more closely later.
It is first and foremost important to understand how the base setup works in order to gain insight into the opportunities it provides and whether it may be relevant for you to implement. The method delivers unique insights into actionable data, with the ability to see what is performing — and that can contribute to effective adjustments that improve your campaign performance going forward.
The base setup
The base setup is based on running shopping from a separate CSS account, where you can split your campaign into two — a branded and a non-branded campaign — with all brands in the shop set as negative keywords so that bidding can be differentiated.
In parallel, the same campaign runs in Performance Max, with the option to split it by a specific category or brand depending on what performance has shown and what the coverage rate is. This makes it possible to tailor the feed to the chosen focus area and thereby target the campaign based on parameters such as best-selling or seasonal products. The extension also makes it possible to scale the campaign up or down depending on when it is relevant, and to shift focus elsewhere. In this way you can differentiate the approach, budget and bidding accordingly. The remaining products are set as negatives, meaning the campaign focuses on the remaining product catalogue, which will among other things help identify new opportunities.
The setup of the chosen focus areas should be driven by the return you are looking for, and therefore there will also be different ROAS targets, which you have the option to differentiate at campaign level.
*Note — CSS Shopping is limited to the EU, which is why the setup will be different and will not have the same effect outside the EU. It is therefore not possible to work with this setup outside the EU's borders.
The extended setup
Once the base setup is in place, it is possible to add a corresponding layer if you wish to capture additional market share. Using NCA, which stands for New Client Acquisition, it is possible to target your campaigns towards new customers. Here you can import retargeting and newsletter lists into your account, and set the audience to not target them. At the same time, you must specify how much a new customer is worth, upon which the bidding is adjusted accordingly.
This extended setup is therefore a campaign type that is layered on top of the standard base setup, and should be seen as an additional option when the focus is on capturing market share.
Benefits and key insights
- The setup enables scaling, whether it concerns your top or bottom line depending on the split. If you focus on your best-selling products, for example, it is possible to increase your revenue overall. Conversely, you have the option to strengthen your bottom line by focusing on different brands and setting up differentiated bidding strategies based on coverage. You can likewise achieve increased traffic and conversion rates.
- In general, it is about actively working with the campaign setup, where you have the option to expand continuously and assess what works for your business. On that basis you can adjust and discover new opportunities to be exploited.
- It is relevant to know that the setup is built on the assumption that all underlying factors — such as website, prices, shopping feed and assets for Performance Max — are up to date before it makes sense to begin working with this setup. It is likewise important to keep your coverage and desired ROAS in mind.
Shall we talk about your PPC strategy?
Performance Max combined with CSS Shopping is a setup we frequently implement for our clients. It is an effective approach that delivers a range of benefits that many businesses can gain from, depending on their goals and ambitions for future campaigns.
Do you need help getting started with the above? Or would you like help with a tailored PPC strategy? Then contact us for a no-obligation conversation.
