Why Shopping & PMax Usually Beat Search (for ROAS)
E-commerce catalogs are large and unpredictable—what you think will sell often isn’t what the market buys. Shopping (Standard/Smart) and Performance Max excel at:
- Catalog coverage & rotation: They test many SKUs fast.
- Visual appeal & intent matching: Product feeds + images + price.
- Signal collection: They learn which SKUs convert and at what ROAS.
Practical takeaway: Launch Shopping and PMax first, let data reveal your winners (units sold, high ROAS, stable volume).
When to Add Search (and Why Third)
Add Search after 2–4 weeks (or once you have statistically meaningful data) when you can clearly identify:
- Top sellers (consistent volume)
- High-margin or high-ROAS products
- Hero SKUs with brand buzz or strong reviews
Search lets you own high-intent queries for those winners and capture incremental volume efficiently.
Ideal Search Campaign Structure (for Winning Products)
Campaign Goal
- Maximize conversion value with a target ROAS (if you have stable data), or Maximize conversions early, then shift to tROAS.
Campaign Organization
- One campaign per product line / margin tier (optional, but helps budgeting by profitability).
- 1 Ad Group = 1 Product (SKU or tight product variant) to keep queries tight and ads ultra-relevant.
Keywords (focus on buying intent)
Use exact/phrase on terms like:
buy [product name/model][product name] pricebest [product type] for [use-case](if it’s bottom-funnel)[brand + product]cheap [product]/[product] deals(use if discounting fits your brand)- Competitor alternatives if compliant (e.g., “[product] alternative”)
Negative keywords: add research-type and incompatible intents (how-to, repair, manual, PDF, wholesale, free, used—if not relevant).
How many keywords per ad group?
- Start with 8–20 tightly related keywords per ad group.
- Prune regularly; add new converting queries from search terms.
Ads & Assets
- Responsive Search Ads (1–2 RSAs) per ad group
- Headlines: product name/model, price point (if stable), promo, USPs (warranty, shipping), urgency
- Descriptions: benefits, social proof, returns policy, delivery speed
- Assets (Extensions):
- Price & Promotion (anchor value + offer)
- Callout (USP bullets)
- Sitelinks (related categories, bundles, warranty, returns)
- Image assets (lifestyle + product)
- Call (if phone orders or support matter)
Bidding & Budgets
- If you have ≥30–50 conversions in last 30 days for the SKU/line: start tROAS (set initial target slightly below your actual blended ROAS, then tighten).
- If new: Maximize Conversions/Value, then move to tROAS once stable.
Measurement & Feed Hygiene
- Send transaction value, including taxes/shipping logic that matches your ROAS lens.
- Maintain feed quality: titles with keywords, correct GTIN/brand, high-quality images, rich product attributes, availability & price sync.
Sample Build (Template)
Campaign: “Search — Sandwich Maker — High Margin”
- Ad Group: “Sandwich Maker Model X”
- Keywords:
- [buy sandwich maker model x]
- [sandwich maker model x price]
- [sandwich maker model x deals]
- [best sandwich maker model x]
- [brand model x sandwich maker]
- RSA #1 Headlines (rotate):
- Sandwich Maker Model X
- Free Shipping Over $50
- 1-Year Warranty
- Limited-Time Promo
- Official Store – Model X
- Descriptions:
- Make café-style sandwiches in minutes. Easy clean plates + 1-year warranty.
- Save today with our limited-time promo. Free returns within 30 days.
- Assets: Price, Promotion (e.g., “10% Off Today”), Callout (Non-Stick Plates, 1-Year Warranty), Sitelinks (Accessories, Bundle & Save, Returns, Support), Image Assets.
- Keywords:
Channel Order & Scaling Plan
- Shopping (Standard/Smart) → wide coverage, discover winners
- Performance Max → scale visibility across surfaces, reinforce winners
- Search for winners → precise capture of high-intent terms
Iterate weekly:
- Add search ad groups for any SKU with ≥3–5 sales & strong ROAS in the last 7–14 days.
- Pause/segment SKUs with poor ROAS or low margins.
- Sync promos in feed + search assets.
FAQs
Q: Should I start with Search first?
A: For large catalogs, no. You’ll overpay testing broad terms. Let Shopping/PMax find winners, then use Search to harvest high-intent queries efficiently.
Q: How many keywords per ad group?
A: Start 8–20 tightly themed. Merge or split based on search term reports.
Q: Do branded terms belong in the same campaign?
A: Usually split Branded vs Non-Branded for clean budgets and reporting.
Q: What ROAS target should I set?
A: Begin near your observed blended ROAS for that SKU/line, then tighten once volume is stable.
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