Our strategy was centered around maximizing the control and visibility provided by Standard Shopping, allowing us to refine targeting and allocate budgets more precisely across TesLaunch’s product line. Key activities included:

Transition to Standard Shopping: Moving from PMax to Standard Shopping empowered us to manage bids, product exposure, and budget allocation more effectively. This change allowed us to:

Campaign Segmentation by Product Performance: We created two distinct campaigns to improve efficiency and exposure:

“Tier 1” Products: High-revenue products were grouped in a dedicated campaign with aggressive bidding, focusing on increasing visibility and market share for these proven performers.

“Zombie” Products: Low-impression items were assigned to a separate campaign, with adjusted bids and tailored ad copy to boost impressions and engagement for products that had potential but were previously overlooked.

 Data-Driven Bidding and Budget Allocation: We implemented bid adjustments based on historical data, focusing spend on peak shopping times and devices with higher conversion rates, effectively optimizing return on ad spend (ROAS).

Enhanced Search and Shopping Ads: While restructuring Shopping Ads, we simultaneously scaled Search Ads with targeted keywords and high-intent phrases, such as “affordable tech launches” and “latest tech deals.” This approach captured audiences with purchase intent, aligning ad copy with phrases emphasizing exclusivity and value.

Cohesive Ad Copy and Creative Testing: Developed engaging ad copy highlighting product benefits like “new tech for less” and “limited-time offers” to resonate with cost-conscious shoppers. Our continuous testing cycle for both Shopping and Search Ads allowed us to adapt to user preferences, enhancing engagement and CTR.