PMax + Shopping: a strategy for steady growth in return on investment.
About client
The official and exclusive representative of HYUNDAI POWER PRODUCTS in Germany and Austria.
What was the task?
1) To ensure a stable income and a high return on advertising investment following the switch to the new website.
2) To ensure that the main product categories are displayed evenly in Google Ads.
Multi-category marketing model
Following the move to the new website, we established a clear structure for our advertising campaigns, distinguishing between primary and secondary product categories.
Key steps:
1. Eight PMax campaigns have been launched for the main product categories.
2. Seven standard Shopping campaigns have been launched for secondary product categories.
Comprehensive efforts to reach and engage the target audience
Monitoring and adjusting campaigns
Once the campaigns had launched, we promptly made changes to the adverts and bidding strategies to make the most effective use of the advertising budget.
Changes made:
1. New advertising banners have been added to PMax campaigns to improve the effectiveness of the adverts.
2. Video assets have been added to PMax campaigns to drive targeted traffic more effectively.
3. The bidding strategy for Shopping campaigns that were receiving an insufficient number of clicks has been adjusted.
Project gallery
Conclusion
A balanced combination of PMax and standard Shopping campaigns has enabled us to improve return on ad spend and ensure that key product listings are consistently displayed in Google Ads.
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