I hear ya, you’ve got a limited budget each month for Google Shopping.

But, you’ve been tasked with acquiring new customers and you’re already maxing your budget?

Or, you were pleased with your CPA, but now when you push your account, CPA goes above what you’re comfortable with?

We come across these challenges all too often.

That’s because Google doesn’t tell you why your account is performing as it is, so you don’t have the insight to make an informed decision.

Perhaps you’ll start playing around with the target ROAS, or try and split campaigns into more granular categories.

The account then starts improving, or maybe it doesn’t and you still don’t know why that is.

The last lever to pull, if you can that is, is your budget.

You allocate more budget to the campaigns that are performing as you’d like.

That may work for a time, but eventually something will change, and you’ll find yourself back at square one.

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There can be many reasons for this. It could be that your competitors have increased their budget, constantly outbidding you (bl**dy Amazon!). It could be a significant change in purchasing behaviour (bl**dy Covid!). It could just be untypical weather (bl**dy UK!). 

That’s just 3 examples of infinite. So by taking a broad brush approach to Google Shopping, of creating campaigns and setting a target ROAS or CPA, you can see why your setup may not always be ideal.

So rather than panicking each time your account doesn’t behave, and allocate more budget, you could really consider “how could it be better used?”.

It’s about using your budget smarter, not harder. Basically this boils down to splitting your campaigns by product performance, not category.

Let’s take the example of the unusual wet weather in May for a fashion retailer. Now, if you have your campaigns split by product categories e.g. womens trousers, womens tops,  etc, Google will be sharing ad budget between all products with each of those campaigns.

However, not all products within a category perform the same. I.e. in wet weather, customers are more likely to buy a pair of thick jeans, than a pair of linen trousers. That’s why you need to instead split products by performance. This way Google will be allocating most of the budget to the products that win you customers cost effectively.

Unfortunately, this is isn’t an easy task to keep on top of manually. That’s why Upp was created, to take the pain out of figuring out how to best setup campaigns, then constantly monitor and improve them. Upp does all of this for you, automatically.

If you’d like to learn how you can use your budget better, get in touch for a free audit today.

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