Question

Hi, When starting a shopping campaign for a very niched product, unknown brand so far. Everything new. Will a tactic be to run maximize clicks for the first weeks to gather data and then create a strategy around the best performing search terms, and changing bidding strategy by then. I feel like most here has something against the bidding maximize clicks when it comes to getting conversions. Or how would you do it?  

Answer 1

If you have some spare money to burn, max clicks can get you the data faster so you can then switch to a conversion focused strategy. A more cost effective way is to start manual cpc and then go to enhanced cpc and tcpa, but that may take a little longer as it's a more cautious method.  

Comments

@ento48 thank you! So generally people go for a conversion based bidding like tcpa or troas when eligible? Or does some always stick to enhanced cpc for more control?  

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@tussle4 well, if you have enough conversion data, the algorithm is very good now and so it usually works well using tcpa/troas. But, I would run an experiment in Google ads first to split test the campaign before fully moving bidding to the automated strategy. You can stick at ecpc, I do that quite often too. Sometimes tcpa just doesn't improve the results. Another option if you want to get more data without any conversion data, you can change your conversion to a micro-conversion, so it's at least more targeted than max clicks.  

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@ento48 micro-conversion? meaning a conversion event lower down in the funnel?  

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@ento48 want to know what Marwans askin  

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@overheat yes, because a conversion event lower down the funnel at least has more significance than just maxing clicks!  

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@ento48 thank you!  

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What would that be for an ecommerce? Ex. Certain min time spend on the site?  

Answer 2

100% start on max clicks, it will get you the cheapest clicks for your budget. Then split test other models, but you’ll probably find max clicks will win most of the time.  

Comments

@tims434 thank you!