Google Shopping, Performance Max, Search and Dynamic Remarketing — structured to work together, not compete with each other. For NZ online retailers who want more sales, not just more traffic.
eCommerce Google Ads works best when the different campaign types are structured to complement each other — capturing demand at every stage of the buying journey without wasting budget on duplication or internal competition.
Product feed optimisation, clean campaign structure with segmentation by product category or margin, and ongoing negative keyword management to keep spend efficient and relevant.
PMax campaigns built with proper asset groups, audience signals and brand exclusions — so automation works in your favour across Search, Shopping, YouTube and Display simultaneously.
Branded search protection, competitor conquest and high-intent product keyword campaigns covering the searches Shopping may miss. Especially important for product categories with strong search intent.
Product-specific ads served to people who viewed or carted items without purchasing. Remarketing to recent high-intent visitors is typically the most efficient budget allocation for eCommerce retailers.
Full eCommerce tracking setup — purchase events, cart data, enhanced conversions and cross-device attribution. Accurate purchase data is what makes Smart Bidding actually work correctly.
Merchant Centre health monitoring, feed title optimisation, disapproval resolution and custom label strategy — the product feed is the foundation everything else is built on.
The mechanics of eCommerce Google Ads are different from lead gen. Here is what that means in practice.
A blanket ROAS target across your whole account ignores the fact that different products have wildly different margins. A 400% ROAS on a 15% margin product is a loss. Proper eCommerce campaign management segments by margin and sets targets accordingly, so you are optimising for actual profit contribution.
Cart abandonment rates in NZ eCommerce average around 70%. The people who visited your store and added to cart but did not purchase are your highest-intent audience available. Dynamic Remarketing shows them the exact products they viewed — the conversion rate on this traffic is consistently the highest in any account.
PMax defaults to brand terms, low-quality placements and audiences that look like your converters but are not actually ready to buy. Without brand exclusions, search theme guidance and proper audience signals, PMax often cannibalises your other campaigns while reporting inflated ROAS from branded traffic it did not earn.
Smart Bidding is only as good as the conversion data feeding it. Duplicate conversion actions, missing purchase values or broken checkout tracking will cause bidding to optimise toward the wrong signals. Getting this right before running campaigns saves months of underperformance.
Let's talk through your product catalogue, your current setup and where the biggest opportunities are. A short conversation usually makes the path forward pretty clear.
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