How To Segment Performance Max Campaigns Asset Groups

Work with Growf, the eCommerce marketing agency:
Increasing eCommerce brand's profitability with Google Ads.
Become a Growf client today 👉 www.growfmarke...
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In this video, I go over the exact strategy we use at www.growfmarketing.com to segment the asset groups of our Google Ads client's Performance Max campaigns.
First of all we start with the Foundation Strategy:
- Higher Demand Pmax
- Lower Demand Pmax
- Feed-Only Pmax
Then, the segmentation of the Higher and Lower Demand Pmax campaigns is based on the 3 Core Variables:
- Budget
- Product category performance - purchase value & volume
- Keyword research - understanding the user’s search
Budget:
Less budget = less segmentation & more straightforward strategy
More budget = more segmentation & more extensive strategy
Product Performance:
Higher and lower-demand Pmax campaigns are segmented using the 80/20 rule:
“80% of your revenue comes from 20% of your products”
Higher Demand = 20% of your products
Lower Demand = 80% of your products (the rest)
Feed-only = all of your products in one campaign
Identify the top 20% of products using revenue/ sales volume in:
- Shopify
- Historical data in Google ads.
Keyword Research:
Once we have identified the 80/20 split of product categories, we want to further segment by understanding how our users are searching.
We need to see how our users are searching for our products and if there is anything in additional that is integral to the relevance of the search, like:
- Size
- Colour
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Work with Growf, the eCommerce marketing agency:
Increasing eCommerce brand's profitability with Google Ads.
Become a Growf client today 👉 www.growfmarke...

[@FaraazKhan-z3s]

your videos are fire man❤

[@Joshinstone]

Glad you like them!

[@mundoanimalito8691]

Josh, I'm following your strategy of products with higher demand x lower demand, but I have a very important question about audience signals. In the highest demand campaign, if I use one resource group with all visitors, the other with a customer list and the third without an audience signal and replicate the same audiences in another lower demand campaign, there is a risk of overlapping and internal campaign competition?

[@CoreyZeiman]

Hey Josh, great content! I've sent you an email about a possible collaboration.