Problem
Where it started.
In jewellery the decision takes long; a first-visit purchase is rare. Without a re-engagement setup, every search campaign was losing the visitor.
Approach
Step by step.
Shopping and PMax
Collection-based product groups; feed titles moved closer to search language.
Search campaigns
Separating category searches from brand searches.
Negative-list discipline
Regularly removing terms that spend without converting.
Result
What changed.
The path from first visit to purchase was closed with remarketing; cart-abandon audiences became the most efficient segment.
3Campaign types
2Search split
2023Start
Learnings
Lessons.
- Contribution cannot be measured without a brand split. A conversion from a brand search measures brand awareness, not channel performance.
- A feed title is ad copy. A title carrying the words people actually search, rather than the collection name, changes Shopping matching directly.
Shall we talk ?
I'd be glad to walk you through the details, the data and the decisions behind it.