Structuring Google Ads Accounts For Meta-Heavy Brands

Everyone says it, but I will repeat it because it's so important...

Google Ads traffic is not necessarily unique / exclusive.

If you are spending a lot on Meta, your Google Ads account should look different.

What do I mean by different?

By different, I mean different to brands who aren't running Meta traffic, and things like:

• Running different campaign types

• Allocating more budget to different audiences

• Reporting on attribution differently

• Tracking other metrics

In this email we're just going to focus what campaign types you should run, why, and then finish off with how.

Why Should Campaign Types Be Different?

Your account may look like this.

They spent £22k on Facebook ads in the last 30 days.

This net £63k in revenue at a 2.80 ROAS.

They spent £8k less on Google Ads.

Yet net £118k in revenue at a 7.25 ROAS.

£79k was from the Google brand search campaign.

66% of Google-attributed revenue from a brand campaign means:

• Other traffic channel/s are doing a lot of cold-traffic acquisition

• You are still reliant on those channel/s for success on Google

If the other channel is organic (e.g. SEO), that's not so risky.

But if it's Facebook, you getting banned will significantly drop your revenue.

That's why you need different campaigns.

Ones that drive cold-traffic acquisition.

So that you're not reliant on one platform, and mitigate the risks of bans or suspensions.

Here's How You Should Structure Your Account

Create cold search campaigns focused on specific product collections.

Focus on your top-selling products that also have the highest search volume in Google.

Refer to this video to see how to run a profit vs. demand analysis.

Test broad vs. phrase vs. exact match keywords (can set these up in different ad groups).

Test your bidding strategies.

Top Funnel Shopping

Migrate your PMax campaigns to shopping campaigns.

They do less re-marketing to warm & brand traffic.

Segment by collections and do the profit vs. demand analysis.

Optimise the feed for the 80/20 products.

Use tROAS bidding with a lower target to drop CPCs. A high ROAS target often leads to overpriced bids.

Mid Funnel Display

Setup a dynamic re-marketing campaign.

Re-market both to specific audiences (e.g. ATC 14-days but no sale)

And to general audiences (website visitors)

Your brand search campaign.

Use this video to make sure you're not paying over-priced bids for brand traffic.

Book a call with me to explore our options and see if we’d be the right fit to work together.