Stop guessing, start winning: predicting winning products with PMax & Search

This talk is suitable for those who are actively running Performance Max and Shopping Ads and have a decent understanding of how product feeds work, and how to utilise custom labels in feeds.

Read on if you’re an e-commerce marketer or PPC specialist and want to level up your PMax strategies and better understand their interplay with Search campaigns.

We will look at:

● Discovering and applying a framework for predicting product success in Shopping Ads with PMax, including segmenting products based on performance and potential.

● Real-world examples of how dynamic product scoring and Search Space analysis can drive significant improvements in ROI for e-commerce advertisers with Google Ads.

● Understanding the concept of ‘Search Space’ and how it reveals the overlap and gaps in search term performance between Search and PMax campaigns.

Transcript

2. Is your PMax budget leaking away? Speakerdeck.com/inders @inderpaul-rai #heroconf
3. Tired of playing blind? Speakerdeck.com/inders @inderpaul-rai #heroconf
4. Stop guessing, start winning Speakerdeck.com/inders @inderpaul-rai #heroconf
5. Take back control of PMax Speakerdeck.com/inders @inderpaul-rai #heroconf
7. The key themes? Speakerdeck.com/inders @inderpaul-rai #heroconf
8. Not segmented by category Speakerdeck.com/inders @inderpaul-rai #heroconf
9. Segmented by price point but not performance Speakerdeck.com/inders @inderpaul-rai #heroconf
10. Identifying seasonal products Speakerdeck.com/inders @inderpaul-rai #heroconf
11. Query cannibalisation across campaigns Speakerdeck.com/inders @inderpaul-rai #heroconf
12. Aligning on what makes a 'best' product Speakerdeck.com/inders @inderpaul-rai #heroconf
13. What problem are we really trying to solve? Speakerdeck.com/inders @inderpaul-rai #heroconf
14. Help Google prioritise the right products
15. …based on actual business data
16. Product classification and activation engine Out of Season Peak Expected In-Season Popularity Indicators • Product Page Views • Add-to-baskets • Purchases • Recently Added • Business Context • Fashion Trends Statistical & Regression Modelling Commercial Attributes • Conversion Rates • Purchases • Add-to-baskets • Rating • Price Point • Stock depth Commercial Attractiveness Algorithm Commercial Attractiveness High Mid Low Zero Dormants This is the long tail of products that rarely have engagement and see very few sales. We'll likely look to alternative strategies to boost organic performance and improve their chances. Seasonal Stars Key seasonal collections and trending fashion items which perform exceptionally well during specific times of the year. Our processes will ensure maximum visibility & promotion when demand peaks. Champions Consistently high-performing fashion staples and wardrobe essentials that drive sales year-round. We focus on strong visibility and differentiation to ensure they remain top choices for customers. Challengers Emerging high-potential fashion pieces showing moderate customer interest. We'll be doing everything we can to optimise our offering here and drive substantial sales growth. Seeds Lower-performing or new products with sporadic sales. We aim to fulfil growth opportunities by highlighting USPs, testing creative strategies and identifying customer interest niches.
17. Champions Speakerdeck.com/inders @inderpaul-rai #heroconf
18. Challengers Speakerdeck.com/inders @inderpaul-rai #heroconf
19. Seeds Speakerdeck.com/inders @inderpaul-rai #heroconf
20. Seasonal Speakerdeck.com/inders @inderpaul-rai #heroconf
21. Speakerdeck.com/inders @inderpaul-rai #heroconf
22. Uncover hidden opportunities Speakerdeck.com/inders @inderpaul-rai #heroconf
25. Speakerdeck.com/inders @inderpaul-rai #heroconf
26. Speakerdeck.com/inders @inderpaul-rai #heroconf
27. Speakerdeck.com/inders @inderpaul-rai #heroconf
28. Speakerdeck.com/inders @inderpaul-rai #heroconf
29. nROI Commission Dynamic Shopping Structure Launched Onboarding Shopping Rebuild 16 weeks to MVP 1. Initial rebuild of shopping campaigns → 272% commission increase and 100% nROI increase in 16 weeks → Identified potential for further improvement due to inventory scale 2. Dynamic scoring model for inventory management → Existing custom labels only benefitted long-lifecycle products → New model: commercial + behavioural data to segment products → Result: Additional +125% commission and +56% nROI+ Additional +125% commission & +56% nROI Speakerdeck.com/inders @inderpaul-rai #heroconf
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31. Your winning hand is your internal data Speakerdeck.com/inders @inderpaul-rai #heroconf
32. Speakerdeck.com/inders @inderpaul-rai #heroconf