The Feeder Strategy

Hey, it’s Myles from Serendipityy.

In today’s email I want to talk about the feeder strategy, and how to use it.

It’s a strategy coined by John Moran, who’s a bit of an expert on Google Ads.

It involves using a standard shopping campaign and a PMax campaign to advertise the same products, but with different bidding targets.

I’ve tested it out on 2 of my smaller client’s accounts, and it’s working well.

Here’s How To Set It Up

Set up a standard shopping campaign advertising a collection / subset of products.

Set the tROAS to a low target between 40% and 100%.

If you can’t use tROAS bidding, then I would use Max clicks and keep up with search term negatives and feed optimisations as usual. Then, move to tROAS once it becomes available.

Setup a PMax feed-only campaign with the same products, and set the tROAS target to 150% above the standard shopping campaign.

I would setup this strategy using a few of your products to start with, to test it out. And if you’re seeing positive results then add more of your catalogue.

Here’s Why It Works

The lower tROAS shopping campaign can take priority over the Pmax feed-only because it will have a higher ad rank (because of Google's new Pmax update 3 weeks ago).

Lower tROAS = higher bids = higher AdRank = shopping campaign has priority.

Before, PMax would always take priority.

Then, the higher tROAS Pmax campaign gets the easier conversions for a lower CPA/CPC, but, will also learn from and start to share data back to the Standard Shopping campaign because it can more aggressively target the users Pmax can not.

However, the Std Shopping campaign then gets re-marketed through the higher tROAS Pmax campaign.

This means the campaigns end up complementing one another.

Hope this email was useful. Please reply if you have further questions.

All the best,

Myles

PS. If you run an ecommerce brand above $30k/mo and you want to have a free Google Ads strategy consultation with me, book a call here »