I’m running Google Ads for an e-commerce store. At first, I set ‘add to cart’ and ‘add payment info’ as main conversions to gather data. It worked well:
24 cart adds
16 checkout starts
3 purchases
Now I’m thinking of switching ‘purchase’ to the primary conversion and moving the others to secondary. This should help with tCPA and ROAS tracking.
But I’m not sure about the bidding strategy now. Should I:
Keep ‘maximize conversions’ with the old tCPA?
Go back to ‘maximize clicks’ with a max CPC until I get more purchases?
I’m a bit lost here. Any advice would be awesome! Thanks!
yo iris85, i’d say go with option 1. keep maximize conversions but adjust the tcpa based on ur purchase data. switching to max clicks might mess up the algorithm’s learning. just keep an eye on performance and tweak as needed. good luck with ur campaign!
Hey Iris85! That’s a great question about optimizing your e-commerce bidding strategy. I’ve been in a similar boat before, and it can be tricky to navigate.
Have you considered trying a gradual transition instead of a sudden switch? Maybe you could start by weighting ‘purchases’ more heavily while still keeping ‘add to cart’ and ‘add payment info’ as part of your conversion mix. This way, you’re not losing all the valuable data you’ve gathered so far.
I’m curious - how long has your current campaign been running? If it’s been a while and you’re seeing consistent results, it might be worth experimenting with ‘maximize conversions’ focused on purchases. But if it’s relatively new, you might want to gather more data first.
What about your product prices and typical customer journey? For higher-priced items or longer decision processes, sticking with the current strategy might make sense for a bit longer.
Have you looked into any seasonal trends that might affect your strategy? Sometimes that can play a big role in when to make these kinds of shifts.
Let us know what you decide to do - I’d love to hear how it works out for you!
As someone who’s managed e-commerce campaigns for years, I’d recommend a hybrid approach. Keep ‘maximize conversions’ but gradually shift your focus to purchases. Don’t discard your ‘add to cart’ and ‘add payment info’ data entirely - they’re still valuable indicators of intent.
Adjust your tCPA based on your current purchase conversion rate and desired ROAS. Monitor closely for a few weeks, then fine-tune. If performance dips, consider creating a separate campaign focused solely on purchases while maintaining the original one.
Remember, the algorithm needs time to adapt. Patience is key. Also, ensure your product feed and website are optimized for conversions. Sometimes, the issue isn’t with the bidding strategy but with the user experience post-click.
Lastly, analyze your purchase data for patterns. Are certain products or times of day performing better? Use these insights to refine your strategy further.