Managing multiple SKUs in your eCommerce store can be a daunting task, especially when it comes to advertising on platforms like Google. With 90 different SKUs that are unrelated yet fall within a similar price range, you might be wondering how to structure your campaigns effectively. The challenge lies in balancing control over your ads while ensuring you meet performance goals.
Many businesses face this dilemma, and it’s crucial to understand the implications of your campaign structure. Let’s dive into why this matters and how you can optimize your Google Ads strategy.
Understanding the Challenge
When you have multiple unrelated SKUs, creating separate campaigns for each can seem like the best approach. This allows for precise control over negative keywords, which can help prevent your ads from showing for irrelevant searches. However, managing 90 separate campaigns can quickly become overwhelming and may hinder your ability to achieve the necessary conversion volume.
On the flip side, consolidating your SKUs into fewer campaigns can simplify management but complicates keyword control. This is especially true if you prefer a Target ROAS strategy, which requires a minimum of 15 conversions per month to be effective. Without sufficient conversions, your campaigns may struggle to optimize.
Finding the Right Solution
The key to navigating this challenge is to strike a balance between control and efficiency. Here’s how you can approach it:
- Group Similar SKUs: Instead of creating 90 separate campaigns, consider grouping similar SKUs into a few campaigns. This allows you to maintain some level of control while also increasing the chances of hitting your conversion goals.
- Utilize Smart Bidding: If you’re using Google Ads, consider leveraging Smart Bidding strategies like Target ROAS or Maximize Conversions. These strategies can help optimize your bids based on real-time data, making it easier to achieve your goals.
- Implement Negative Keywords Wisely: Use negative keywords at the ad group level to control irrelevant traffic without needing to create separate campaigns for each SKU. This way, you can still filter out unwanted searches while keeping your campaigns manageable.
- Test Shopping vs. Performance Max: Both Shopping and Performance Max campaigns have their advantages. Shopping campaigns provide more control over product listings, while Performance Max can leverage machine learning to optimize across multiple channels. Test both to see which yields better results for your specific SKUs.
Actionable Tips
- Group SKUs by category or price range to simplify campaign management.
- Set up a few campaigns with multiple ad groups to maintain control over negative keywords.
- Monitor performance closely and adjust your strategy based on conversion data.
- Experiment with both Shopping and Performance Max campaigns to find the best fit.
- Regularly review and refine your negative keyword list to improve ad relevance.
In conclusion, managing multiple SKUs in Google Ads doesn’t have to be overwhelming. By grouping similar products, utilizing Smart Bidding, and testing different campaign types, you can create a more efficient advertising strategy that meets your performance goals. Remember, the key is to find a balance that works for your unique business needs.