Helping ecom brands spending $50k+/mo predictably achieve 2X new revenue | Founder at Escalix - Google Ads for eCommerce | $24M+ in managed ad spend since 2017
While conducting another account audit for a new client, I noticed branded campaigns on Max Conversions. Honestly, my attitude towards this strategy is negative. Very often, Smart Bidding for branded campaigns artificially inflates the cost per click since you don’t control it. As a result, you end up overpaying. Manual CPC with a control of CPC and Search Impression Share is much better suited here. This way, you can almost always achieve the same volume of conversions at a lower cost per click.
Lead gen or ecom ?
Have you tried Target ROAs to avoid low spenders?
Do you think with the new IS changes from Google side, that tIS is still good for Brand campaigns?
Well, it really depends on the client and the account data. I've seen multiple brand campaigns that had good results using a smart bidding strategy. In all cases, A/B testing is a must to see what works best for the account. PS: A portfolio strategy with a CPC cap can be a huge win for branded campaigns ✌️
That's a very Common mistake
It's not about liking or not. It's about which option is working.
Absolutely, I agree with the sentiment expressed here. This is a well-thought-out and insightful perspective that aligns with my own views on the subject. I appreciate the thoughtful approach and look forward to further discussion on this important topic.
Agree, Max cpc with bid cap is often a better solution. If using "Max Conversions" or "Max Conversion Value" bidding strategy, you can and should set a minimum and maximum bid.
Freelance marketing expert 🤓
4moHad a case like this recently. Going with manual CPC gave my client a 80%+ reduction in CPC's and the impression rate was the same as before. Maximize conversions is an absolute no-go when it comes to bidding on your own brand IMO.