Why You Need To Have Multiple Campaign Types in Google Ads

*Insights come from our PPC Specialist, Aaron Nelson.

If you’re looking to boost your ad revenue and improve your return on ad spend (ROAS), it’s time to rethink your Google Ads strategies. No, that wasn’t a typo; we did, in fact, say “strategies” as in “plural.”

More specifically, we want to chat about having multiple campaign types in Google Ads. But why is this so important?

We’ll show you!

Disruptive Showcase

At Disruptive Advertising, we used multiple campaign types to help a client increase their revenue by 164%—nearly $1 million—over the past six months. What’s more impressive is that we achieved this at a 3% lower spend than the previous year, resulting in a 173% increase in ROAS year over year.

Are you curious to see how we did it? 

Game-Changing Numbers Through Standard Shopping Testing

One of the biggest breakthroughs came from testing different shopping campaign types. With Google’s new ability to split-test Performance Max (PMax) campaigns, we set out to compare PMax against standard shopping campaigns. 

The results were clear: standard shopping campaigns were 23% more efficient, driving higher revenue for the same cost by focusing placements on the shopping network.

By switching all our shopping efforts over to standard shopping placements, we saw a 35% lift in revenue year over year from shopping placements alone. 

The takeaway? 

Standard shopping campaigns can significantly outperform PMax when it comes to efficiency and revenue generation.

Optimizing Product Data

To capitalize on our findings further, we took a hard look at our client’s product data in Google Merchant Center. We enriched their shopping product data by incorporating top-performing keywords from our search campaigns into titles, descriptions, product types, and other relevant fields. 

This expansion increased the reach of their shopping placements and provided Google’s machine-learning algorithms with better data to identify high-intent search phrases.

By improving the quality and relevance of their product data, we effectively expanded their audience reach and enhanced the performance of their shopping campaigns.

Untapped Potential Through Dynamic Search Expansion

Next, we turned our attention to dynamic search campaigns. We segmented the client’s product pages and other high-performing URL targets into their own ad groups and set more aggressive goals for these groups. 

We achieved astonishing results by allocating more budget and freedom to these high-potential pages while suppressing less effective URL targets.

This strategy led to a 405% increase in revenue and a 40% increase in ROAS for their dynamic search campaigns. Segmenting and prioritizing your top-performing pages can unlock new levels of success in your search campaigns.

Using Video Retargeting To Tailor Messaging

Finally, we revamped their video retargeting efforts. We created new audience segments and served tailored video ads to different parts of the sales funnel. This approach allowed us to address specific concerns and needs at each stage of the buyer’s journey.

By rigorously testing different creative elements for each audience segment and refining our messaging, we saw a 110% increase in revenue and an 83% increase in ROAS from video retargeting. 

The key here is to customize your video content to fit your audiences’ needs at various stages of their decision-making process.

Why Multiple Campaign Types Matter

Okay, but what does this have to do with having multiple campaign types? Well, here are the major benefits of doing this.

Increased Efficiency

By testing and optimizing different campaign types, you can find the most efficient way to reach your target audience and maximize your budget. Different campaign types have unique strengths, and by leveraging them, you can ensure your ads are performing at their best. 

For our client, switching to standard shopping campaigns from PMax was a game-changer, making their ads 23% more efficient and significantly boosting revenue.

Broader Reach

Utilizing multiple campaign types allows you to cover more ground and reach potential customers through various channels and formats. Each campaign type targets users differently. 

Take shopping campaigns, which can attract users ready to buy, while video retargeting can engage users at different stages of the sales funnel. Diversifying your campaigns makes you visible to a broader audience, increasing your chances of converting potential customers.

Improved Targeting

Different campaign types offer unique targeting options, enabling you to fine-tune your strategy and connect with high-intent users more effectively. 

Dynamic search campaigns, for example, can be segmented to focus on high-performing pages, while video retargeting can be customized to address specific concerns at various stages of the buyer’s journey. 

This level of precision helps deliver the right message to the right audience at the right time.

Comprehensive Insights

Running diverse campaigns provides a wealth of data that can help you understand what works best for your business and where you can make further improvements. 

Each campaign type yields different insights into user behavior, preferences, and engagement. 

This data is key to refining your strategies, allocating budgets more effectively, and optimizing your campaigns for better performance. 

The insights gained from testing and optimizing our client’s different campaigns led to significant improvements in both revenue and ROAS.

Flexibility and Adaptability

Having multiple campaign types in your arsenal makes your marketing strategy more flexible and adaptable. Markets and consumer behaviors change rapidly, and what works today might not work tomorrow. 

Diversifying your campaign types can help you quickly pivot and adapt to new trends and shifts in the market so that you can continue to achieve high performance, regardless of changes in the industry.

Maximizing ROI

Ultimately, the goal of any marketing campaign is to maximize return on investment (ROI). By employing a mix of campaign types, you can ensure that every dollar spent is working as hard as possible. 

Each campaign type can be optimized for different goals — whether it’s driving immediate sales, building brand awareness, or nurturing leads through the funnel. This gives you a more balanced and effective strategy, increasing overall ROI.

Diversifying your Google Ads campaigns is essential for maximizing revenue and improving ROAS. You can uncover strategies that drive significant growth by testing, optimizing, and refining various campaign types. 

Take a page from our Disruptive Advertising playbook and experiment with multiple campaign types today. If you want, we can even give you a hand! 

The results could be game-changing for your business.