Austin LeClear walks through launching a branded Google Shopping campaign. Start with manual CPC bids based on your brand's average search cost (like $0.96), then switch to Target ROAS once you have conversion data, typically setting it between 1,000% and 1,500%.
What bid should I start my brand shopping campaign on if I haven't built one yet? To answer that, what I say is go through the search query data and look at what is your brand search terms average CPC as an average. So I would go into a campaign, I would come in here, I would do a search term like search term contains Home Reserve, and then I would look at what's my average CPC. So here my average CPC is $0.96. So I would start with either A, if I want to be conservative to warm it up, I'll do like a manual CPC bid strategy and I'll just do my average CPC. Or I look at my return on ad spend, seeing, okay, I actually get about a 1,200% return on my brand terms and shopping. So then I'll start it off at like a really high return on ad spend, like in this case it's 1,500%, or start it off at 1,000%. In most cases, my strategy, if I'm building a brand new brand shopping campaign, I will start with the average CPC of my brand terms, manual CPC bid it, then I get a feel for the data, I get conversion volume coming in, and then I flick it over to a TROAS. We have generated over $50 million in revenue for our clients using Performance Max campaigns. We decided we're going to download our knowledge of Performance Max campaigns into a free, easy, practical course and just give it away to the community. Comment PMax below and I'll send you the free PMax course directly to your DMs. Go grab this free course and I'll see you inside.
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