TABLE OF CONTENTS



Approach to Campaign Set Up and Optimisation


We recommend the approach outlined here for creating your first campaign and then optimising that campaign. 

  • Create your first campaign (Campaign 1) by using a Product Group which contains ALL of your products in it - this is your master campaign which should be left to run for a minimum of one to two months before optimisation changes are made as it sets a benchmark for further campaigns
    • Once this campaign has set a benchmark, you can then create different product groups to create new campaigns to achieve other goals such as increase/decrease spend against different products.
  • Create second campaign (Campaign 2) with a new product group which contains just the products you want in campaign 2 (Product Group 2).  
    • When you create Campaign 2, the products will automatically be removed from Campaign 1.
  • You can continue creating 'Campaign 3' with 'Product Group 3' and so on.. 

 


How to create your FIRST google Smart Shopping Campaign

  1. First, create a product group with ALL products. Go to 'Products - Product Groups' and click 'Add a product group'
  2. Enter a name e.g 'All products for Google Ads Campaign 1'. In the Minimum price field enter 0.01 and choose Marketplace = Google Ads. Click 'Create product group'. 
  3. Go to 'Products - On Google Ads' then to the 'Campaigns' tab - or click directly here from the Set up wizard on the Dashboard.
  4. Click 'Create Campaign'
  5. Complete the relevant fields:
  1. Name: Enter a name like: Omnivore Google SSC 1 All products (this helps identify the campaign)
  2. Daily Budget: How much do you want to spend each day?
  3. Target Return On Ad Spend (ROAS) - when setting up your first or a new campaign, leave this blank. Once your campaign has been running for a month or two, it can be adjusted but leave blank initially to allow Google some flexibility   
  4. Start Date - when do you want the campaign to start? put today's date if its now.
  5. End Date - choose a date or leave it running. We recommend that you leave it running.
  6. Status - set this to enabled if you're ready to go
  7. Products - choose all products or a product group. about creating product groups so that you can set a different budget and/or ROAS for different products - see below for more details.
  8. Click 'Create'


We strongly recommend that you commit to a minimum spend of $1000/month ($33/day for 3 months to ensure there is time for your campaigns to be optimised by Googles campaign engine.  



About Target ROAS

  • Target Return On Ad Spend (ROAS) The question to ask yourself is What return are you expecting on your budget? E.g if you set your budget to $100/day, what return are you expecting? If you want $200/day then you would set your ROAS to 200. $5 in sales รท $1 in ad spend x 100% = 500% target ROAS. 
  • Your target ROAS is the average conversion value (i.e revenue) that you'd like to get for each dollar you spend on ads. Keep in mind that the target ROAS that you set may influence the conversion volume that you get. For example, setting a target that's too high may limit the amount of traffic that your ads may get. If you set a low ROAS you will get more clicks but the quality may not be as good.
  • For higher margin products, we recommend a lower ROAS. When you set a lower ROAS target, you will get greater demand (i.e more clicks) for the products that make your business profitable
  • If you want to maximise reach/visibility set a low ROAS target the more likely your ads will show. This is a good strategy if you want to increase awareness of your website or drive demand for a new product. You will reach more people with a lower ROAS
  • Smart Shopping campaigns automatically maximise your conversion value within a given budget. If you have a minimum return goal for your campaign, you can also set a target return on ad spend (ROAS). For example, if your target goal for your campaign is $5 worth of sales revenue for each $1 you spend on ads, you can set a target ROAS of 500%. When you set a target ROAS, your bids will be optimised to hit your target within your daily budget. If your ROAS is too high, some of your budget may not be spent and your overall sales may decline.


Scenario's where you might want to have different campaigns for different products

  • High priced items compared to low priced items e.g you may only want to spend $30/day promoting low price or low margin products compared to spending $100/day on high price or high margin products e.g if you're selling socks compared to designer jeans
  • ROAS is different for different products - you may be willing to accept a lower return for some items.


How to set up different campaigns for different product groups 


  1. First, create the product group with the group of products for the campaign . Go to 'Products - Product Groups' and click 'Add a product group'
  2. Enter a name e.g 'Products for Google Ads Campaign 2'. Select the products using the different criteria e.g you may have particular brands or categories of products you want in Campaign 2. Choose Marketplace = Google Ads. Click 'Create product group'. 
  3. Go to 'Products - On Google Ads' then to the 'Campaigns' tab.
  4. Click 'Create Campaign'
  5. Complete the relevant fields:
    1. Name: Enter a name like: Omnivore Google SS Campaign 2 (this helps identify the campaign)
    2. Daily Budget: How much do you want to spend each day?
    3. Target Return On Ad Spend (ROAS) - when setting up a new campaign, leave this blank. Once your campaign has been running for a month or two, it can be adjusted but leave blank initially to allow Google some flexibility   
    4. Start Date - when do you want the campaign to start? put today's date if its now.
    5. End Date - choose a date or leave it running. We recommend that you leave it running.
    6. Status - set this to enabled if you're ready to go
    7. Products - the product group you created. 
    8. Click 'Create'