Question 1

What are Cart Abandonment Campaigns and Cart Abandonment Audiences?

Accepted Answer

If you see significantly more product value being added to the cart than what is being purchased, consider adding a Cart Abandonment Audience to a Remarketing Campaign to try to get those hot leads back.

Use Display Ads so that any other websites they visit, like competitor sites, they will see your ad saying, “Finish your checkout and you’ll get 10% off with coupon code x”.

(***Make sure to only add new audiences to the Remarketing Campaign after the campaign has proven that the ROAS is there or else you will simply be putting budget & effort into something that converts at a negative net profit.)

Question 2

Can I have multiple smart shopping campaigns in order to sell in different countries or one smart campaign with all countries selected. Please whats best practice in your experience?

Accepted Answer

Yes! Best practice for multiple countries is to actually create a new feed in GMC for that target country, then, use a new Smart Shopping campaign to target that country, or, a specific geographical area in that country

Question 3

What are Dynamic Search Ads (DSA) Campaigns? When should I use DSA?

Accepted Answer

DSA Campaigns are used as learning experiments - You may choose to build dynamic search ad campaigns because they help you learn what ad copy & keywords to use in the other campaigns, in case you missed any important and effective words. Adding new words to the other campaigns can be helpful to optimize -- and it can be especially helpful if you’re hitting a spend ceiling and would like to raise the budget. It’s a way to identify, rather than guess, which keywords to target.

When to use - These campaigns are 100% created by the algorithm based on the words used in the landing page -- the algorithm decides what ad text and what keywords to use. These are only good for websites that are extremely specific and have content centered on a set of keywords.

How to use - Give the campaign a small budget. These campaigns have the ability to spend a lot of money very quickly, and DSA campaigns usually have a lower conversion rate than other types of campaigns, so it’s okay to let it be in the “limited by budget” status.

Optimize - When you’re ready to see it’s results, go to the DSA campaign and click on Search Terms. Sort by impressions to see which terms have a high amount of search volume. From there, find the ones that are actually getting clicks. Use those terms in the other campaigns.

Question 4

What to Expect With Competitor Campaigns

Accepted Answer

Competitor Campaigns:

These campaigns tend to have a shorter sales cycle.
They are also known to drive more branded search (because someone shopping a competitor’s site, might come back to Google after not finding what they were looking for, remember your name, and type that in).
Don’t expect to have a high quality score on campaigns like this because the content on the site will never have the keyword (the competitor brand) in it.
It is almost always a trademark violation to put your competitor’s business name into your ad copy.
If you do not have a direct/obvious competitor, some nuance needs to be taken into consideration:
- For example, you might want to target a big brand who steals most of your business, but since the big brand sells more than just the products that you sell, you will need to target keywords that include both the competitor’s name and the product.
- Sometimes this is the case with smaller competitors, as well, in which case try both strategies (target just the competitor’s name and also the competitor + product as keywords).