Electrical Retailer

We used a two-pronged strategy across Search and Performance Max to meet our goals.

For Search Ads 360 (SA360), we created SKU-level ads using Inventory Management campaigns. These ads targeted users who were ready to buy premium, high-value products, like a specific TV model. By matching our ads to search terms containing exact model numbers, we achieved high ad relevance. We also used dynamic elements like real-time price and stock levels in the ad copy to ensure the information was always current.

Our Performance Max strategy was built on a three-tiered structure. We split campaigns into “Premium” and “Non-Premium” to correctly categorise brands and set different budgets and targets for each, giving us granular control over traffic.

To address the issue of Performance Max favouring top-selling products and neglecting others, we created a separate “Zombie” campaign for non-converting SKUs. This gave these overlooked products their own budget and targeting to increase their visibility.

Our system was designed to ensure all inventory received coverage. Products that hadn’t sold within a specific timeframe were automatically labelled and moved into the “Zombie” campaign via a supplementary product feed. Once an item is sold, a Google Ads Script removes its label, returning it to its original campaign. This approach helped us manage the significant differences in sales pace across various product categories, such as TVs selling faster than large appliances, and ensured our entire inventory was visible to potential customers.