Google Ads for Ecommerce

Key challenges

• 1.Performance Max campaigns are a black box — limited visibility into asset performance
• 2.Branded vs non-branded search cannibalization can inflate ROAS on paper
• 3.Cart abandonment is the #1 leak; remarketing is critical
• 4.Seasonality swings (Q4 doubles CPCs in most verticals)

Winning tactics

• Split branded search into its own campaign and don't include it in ROAS targets for acquisition
• Run Performance Max alongside traditional Shopping for A/B visibility
• Use audience signals in PMax (customer lists, in-market) to steer the algorithm
• Dynamic remarketing with product feed integration pulls abandoned carts back

Google Ads for other industries