Google Ads Setup: Search, Shopping & PMax Essentials

This slide explains the structure of Google Ads campaigns and how to measure their success, focusing on Search, Shopping, and Performance Max (PMax) campaign types. It highlights key metrics including impressions, clicks, click-through rate (CTR), conversions, conversion value, and return on ad spend (ROAS).

Understanding Our Google Ads Campaign Setup — Search, Shopping & Performance Max

• Explain Google Ads campaign structure and success measurement.
• Cover Search, Shopping, and Performance Max (PMax) types.
• Focus on key metrics: Impressions, Clicks, CTR, Conversions, Conversion Value, ROAS.

The slide provides an overview of two Google Ads campaign types: Search Campaigns, which rely on manual keyword setup, bidding, and ad copy to target specific user intents like "buy running shoes" for high-conversion text ads, and Shopping & Performance Max Campaigns, which use product feeds and creative assets to visually showcase items or automate AI-driven bidding across channels for broader reach. It highlights key inputs, examples, and roles, emphasizing differences in manual optimization versus automation.

Campaign Overview

The slide outlines core KPIs for ad performance, including Impressions (total ad views, 👁️), Clicks (user interactions, 🖱️), CTR (click-through rate for efficiency), Conversions (desired actions like purchases, ✅), Conversion Value (total revenue from conversions), and ROAS (return on ad spend efficiency, 💰). These metrics help evaluate the visibility, engagement, and financial impact of advertising campaigns.

Core KPIs & What They Mean

• Impressions: Total ad views seen by users (👁️ icon).
• Clicks: User interactions with ads (🖱️ icon).
• CTR: Click-through rate measuring ad efficiency.
• Conversions: Desired actions like purchases (✅ icon).
• Conversion Value: Total revenue from conversions.
• ROAS: Return on ad spend efficiency (💰 icon).

The KPI Relationships timeline slide outlines the advertising funnel starting with Step 1, where impressions measure initial ad visibility and reach to potential customers. It progresses through Step 2's clicks driving engagement to landing pages, Step 3's conversions tracking goal completions like purchases, Step 4's conversion value quantifying revenue, and Step 5's ROAS evaluating overall campaign efficiency and profitability.

KPI Relationships

Step 1: Impressions Begin the Funnel Ads are displayed to potential customers, measuring initial visibility and reach. Step 2: Clicks Drive Engagement Users click ads, indicating interest and directing traffic to landing pages. Step 3: Conversions Capture Actions Visitors complete goals like purchases, tracking successful outcomes. Step 4: Conversion Value Quantifies Impact Monetary worth of conversions is calculated, showing revenue generated. Step 5: ROAS Measures Efficiency Return on ad spend evaluates overall campaign profitability and performance.

Source: Google Ads Campaign Overview Presentation

The slide outlines key inputs for different campaign types: Search relies on keywords, ad copy, and landing pages to drive targeted traffic; Shopping uses product feeds with titles, images, and prices to showcase inventory; and Performance Max leverages feeds, creative assets, and audience signals to power automation. These tailored inputs ensure each campaign type achieves maximum relevance and results.

Inputs by Campaign Type

• Search: Keywords, ad copy, and landing pages drive targeted traffic.
• Shopping: Product feed with titles, images, and prices showcases inventory.
• Performance Max: Feeds, creative assets, and audience signals fuel automation.
• Tailored inputs ensure each campaign type maximizes relevance and results.

The slide on Bidding Strategies explains Target ROAS (tROAS), an automated bidding method that adjusts bids to maximize conversion value at a specified return on ad spend, using historical data in Search, Shopping, and PMax campaigns for revenue efficiency. It also covers Portfolio tROAS, which applies a shared target across multiple related campaigns to pool data and budgets, improving overall optimization and resource allocation.

Bidding Strategies

Source: Google Ads Campaign Overview Presentation

This conclusion slide summarizes key aspects of Google Ads campaign setup, emphasizing that different campaigns need unique inputs while unified metrics ensure consistent tracking of success. It highlights tROAS for optimizing returns and PMax's use of automation and machine learning to deliver superior results.

Summary & Key Takeaways

- Different campaigns require unique inputs

• Unified metrics track success
• tROAS optimizes returns
• PMax uses automation and ML for better results

Understanding Our Google Ads Campaign Setup

Source: Google Ads Campaign Overview Presentation