By Jackson Blackledge, ECHELONN.IO

Key Mistakes We Found (Deep Breakdown Below 👇)

Search campaigns

• Ridiculously high CPCs for branded campaigns

  => We have honestly never seen brand campaigns lose money.

• DSA only targets branded terms.

Video campaigns

• Poor ads that come across as "salesy".
• Not taking advantage of tROAS.
• Retargeting can be significantly improved.

Shopping/PMAX campaigns:

• Overpriced branded traffic.
• Accessories for main product were being shown to cold audiences.
• Over-complicated structure + "Shopping only" is not actually just Shopping.

Google Search Ads

Brand Campaign Strategy

Wrong Bid Strategy => very high CPCs

Goals for branded campaigns have CPA around $35.

But when we reviewed their DSA campaigns we saw the same keywords for 2X lower.

The main reason this was happening was because they were using tROAS.

Google WILL push for performance goals, and spend as much as it can to reach this number.

Recommendation:

• Switch from performance-based strategies (tROAS) to manual/position-based strategies in branded campaigns to save on costs and improve volume.

Dynamic Search ads Strategy