The RIGHT Way to Set Up Brand Shopping Campaigns in Google Ads

In this video, I'm going to show you how to set up the right way a brand shopping campaign. My name is Austin LeClaire. I am co founder of Grow My Ads, the channel you're on right now. We are a Google Ads agency where we manage over $50 million in ad spend per year. Let's dive in. Okay, so first, what is a brand shopping campaign? If you don't know, you probably have heard of brand search before and if not, I have an entire video on brand search campaigns. That video will be in the description below. If you want to learn more about. But if you own for example a company or website called Bob's Computer Parts.com Bob's Computer Parts is your brand name. So it's your company name. Just like Nike is Nike and Adidas is Adidas. Right? So with search it's very easy because you can bid on your own brand terms. With shopping you can't because you can't bid on keywords. However, there is a way of setting up a brand shopping campaign where you predominantly just get brand terms to go to. And it's something that I like to do because in a video I did recently on a Google Ad strategy that's printing millions right now, that video will be in description below as well if you're interested in checking that out. I talk about this, this framework of feeder campaigns using performance max if you're in E Commerce and then brand protection, right? Brand protection would be brand search, brand shopping, but we don't want our brand terms. So again if I'm Bob's computer parts.com, i don't want Bob's computer part terms going into my feeder campaigns, my regular shopping or my regular non brand search. And I also don't want it going into performance max. I want to have those completely segmented. It's my brand name, it's going to skew the data of the non brand stuff. And then I want to have if, if needed to run brand protection or over those terms. So I'm going to show you the setup inside of an account on how to actually make that happen. So you only have a shopping campaign with your brand terms in it and the initial build out to make sure you do it correctly don't end up with a bunch of non brand. So let's dive into a real account. Okay. I'm inside of an actual account and some of this might be blurred, but I just want to share. This is a brand search campaign. So that's my brand term search only. We have a performance max campaign, a non brand shopping campaign, a non brand search campaign. And then, and this I can kind of unblur. This is labeled sh. Brand sectionals. This is just our brand terms in shopping and you can tell we get a pretty big return on that compared to our other campaigns aside from our brand search campaign. Right. And in most cases you'll actually even see a higher row as a lot of times on your brand shopping campaigns. Now how did I actually make this happen? So this is a company called Home Reserve, right? If I hop into this campaign and I go into the search terms, you're mainly going to see clicks and conversions coming from home reserve. So home reserve, home reserve, home reserve, home reserve, home reserve, home reserve, etc. Right. So this is why we get a big fat return on it is because it's pretty much people searching for us and we do want to have that brand protection because we do have competitors that will show up in the shopping ads for our brand terms. Now you can't just add keywords to a shopping campaign as I've already talked about. So how did we make this happen? Well, we have a non brand standard shopping campaign set up in here. If I go into the negative keywords, I have my brand terms negated, so I have home reserve negated from this campaign. Then in my performance max campaign I also have my brand terms excluded. And here I'm actually using something called brand exclusions. So my brand will not. So home reserve will not show in this performance max campaign at all. Okay, so I've got a performance max campaign and I've negated my brand from. I have a standard shopping campaign and I've negated my brands from. So if I create another shopping campaign and someone searches my brand. So in this example, Home Reserve, Google can't go here to this shopping campaign because I've negated it. It can't go to performance max because I've negated it. So it has to then filter on down to this shopping campaign because it's the only campaign or my brand terms on aren't negated. Now how do I hack it to only show for my brand terms because again you can't target keywords. Well look at my target ROAS goal on it. It's 1500%. It's like insanely high. Right? I did that on purpose because my brand terms should be the lowest average CPC terms that I have and I should actually have a very high return on ad spend. So Google's not going to show me for a bunch of non brand stuff when I'M asking for such a high return on ad spend. My other campaigns are on way lower return on ad spend goals. So Google is going to yield to those campaigns for most of that non brand search stuff. Now will non brand search stuff actually still sometimes come through? Sure it will happen. You're going to get a few clicks here and there from some non brand stuff. But in most cases because the goal is so high, you're just, you're already going to filter it out just through the bid strategy alone. Now a lot of people will ask what bid should I start my brand shopping campaign on if I haven't built one yet and my brand is still living in my standard shopping campaign or performance max? To answer that, what I say is go through the search query data and look at what is your brand whether it's in performance max or if you're running a standard shopping campaign, what is your brand search terms Average CPC as a average so I would go into a campaign. Now I don't, I've already done this for this account so I can't like do a perfect example. But 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 96 cents. 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, or I look at my return on ad spend seeing okay, I actually get about a 1200% return on my brand terms and shopping. So then I'll start it off at like a really high return on ad spend. So like, like in this case it's 1500% or started off at 1000% 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 bit it. Then I get a feel for the data. I get some conversion volume coming in and then I flick it over to a T roas. Okay, I want to show you another example of this. So we have three shopping campaigns here and you'll notice this. So this will be non brand. This will be non brand. They're hitting about like 2x right? And then this is our brand shopping campaign. It's hitting a 1500% return on ad spend and if we go in here it's a target ROAS of 1000%. Now I have to keep this brand confidential so the search terms will be completely blurred out But I just wanted to show you that we are getting a very very high ROAS from it and our average CPCS are like you know, 20 cents and average is 37 with all of it. So we're getting like very very low CPCS for this brand. If I go to my non brand shopping campaigns so it's going to be again just generic searches for their products. Average CPC of A$42 average CPC of A dollar. So again I don't have to worry about a whole lot of non brand stuff here because these campaigns are bidding way more aggressively. I think they're at like 200% ROAS targets. Yes. So if someone is searching a non brand search and I and I'll just do an example of like you know, a protein shaker bottle, right. If someone searches protein shaker bottle and you sell protein shaker bottles and you have a shopping campaign with your protein shaker bottles in there for with a 200% roster ROAS goal, Google will yield to showing your product ad for your protein shaker bottle to that search term due to the fact you have such a high or aggressive troas bid Strategy or at 200%. Right. If you're running a brand shopping campaign where you have a high troas bid on it at 1000% or a very low manual CPC bid with your average of in this case 35 cents, Google is more than likely not going to show your ad for that protein shaker bottle in that brand campaign because you're not bidding enough to really even compete in those auctions. Then your brand, you're going to show up plenty. And by the way, you're going to save a lot of money too because you can now control how much you're really spending on on your brand terms for your shopping campaign just like you can on search. If you create proper search brand campaigns as well. There you go. You now know how to set up a brand shopping campaign the right way. Hey, if you want more one on one Google Ads mentorship from me, go check out my group called PPC Copilot. The link to that group will be in the description below. We do trainings and Q&As and have a community full of other PPC experts. So if you want to learn more or get more mentorship for me, make sure to go check that group out. If you're like hey, I just want some help with my account. I don't want to learn Google Ads anymore. I spend a bunch of money and I just need like professionals taking care of it. Then go get a free audit from my team here at Grow My Ads. The link to go get that audit will be in the description below. It's if you qualify. But it takes like a minute to go fill out the form to see if you like can qualify and get a call with the team. Or we will do a free audit. We literally will go in and dive into your account and give you practical advice on how to improve the results of your account or how to save money. Or if you're doing a perfect job, 100 out of 100 will tell you you're doing an incredible job so at least you can get a third party confirmation of how amazing you actually are and you're doing in your account. So again, if you want an audit, go get that audit. It's totally free if you qualify. And to go fill out the form to get the free audit is in the description below. And if you don't want any of that, that's cool too. I'll see you on the next video.