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Margin-Aware Campaign Structure
Not all revenue is equal. Segment campaigns or asset groups by product margin tier using custom labels. Set ROAS targets reflecting actual profitability, 60% margin products can afford lower ROAS targets than 20% margin products. Include COGS, shipping, and return rates in true profitability calculations.
Full-Funnel Channel Mix
Performance Max and Shopping capture high-intent product searches. Standard Search targets non-product queries and brand defense. Display and YouTube build awareness for new categories. Dynamic remarketing recaptures product viewers. Each channel serves different funnel stages, budget allocation should reflect customer journey, not just last-click performance.
Seasonality and Inventory Management
Exclude out-of-stock products from feeds automatically. Increase bids ahead of seasonal demand with historical data. Pause underperforming SKUs after sufficient data, don't let long-tail products drain budget indefinitely. Coordinate with SEO on promotional landing pages for sale events.
New Customer Acquisition
Google's new customer acquisition goals and customer match lists help prioritize first-time buyers over repeat purchasers who would convert organically. Calculate allowable CPNA (cost per new acquisition) based on customer lifetime value. Balance new customer growth against retargeting efficiency.
Testing and Incrementality
Geo holdout tests validate whether PMax incrementally drives sales vs. capturing organic demand. Creative testing across asset groups improves machine learning inputs. Feed title tests impact Shopping performance at scale, systematic experimentation beats set-and-forget management.