Set the same target ROAS for your shopping ad campaigns using the Labelizer

How can you get the best results from your Shopping Ad campaigns? In this article we will show how you can achieve this by automatically segmenting products based on performance using the Labelizer, a tool within Producthero’s Shopping Ad Platform. The tool segments products to a category, for your best and good performing products (Heroes & Sidekicks), for bad performing products (Villains) and for your sleeping products (Zombies).

In Google ads, you create campaigns for these categories and to get the best results, we recommend to structure your campaigns as follows. Set the same target ROAS for each campaign within Google Ads, but with different budgets. After reading this article you will understand why.

Choose the same target ROAS to automatically segment products in Google Ads

Not sure what ROAS is? Then we advise you to read this article about the perfect ROAS Target first.

There are 2 reasons why you should set the same target ROAS for your Labelizer campaigns:

Steering the algorithm of Google in your favour
By setting the same target ROAS in Google Ads, and by giving different budgets to each campaign, you can influence the bids on search terms (specific/generic). For your good performing products (Heroes & Sidekicks) the same target ROAS will be easier to achieve compared to your bad performing products (Villains). In the next part of this article, we will explain how you can do this for each label.

Make the Producthero target ROAS work as it should (not to confuse with the target ROAS you set within Google Ads)
The Producthero target ROAS can be set in the Labelizer Wizard. It determines whether your products will become a hero/sidekick or villain/zombie.

For example, the Producthero target ROAS is set to 350%. This means that products that have an actual ROAS higher than 350%, become a Hero or Sidekick. And products with an actual ROAS lower than 350%, will become a zombie or villain.

We recommend setting your Producthero target ROAS at least 25% lower than your actual ROAS within Google Ads.

The Producthero Labelizer is built in such a way that products automatically move between the four labels. So a product can be a villain, when the ROAS improves it can become a hero the next day.

When you use a different target ROAS for every Google Ads campaign, the ROAS of the products will be affected. This leads to the Producthero target ROAS not being able to work as it is supposed to. Later in this article, an example is given of what can happen when a different target ROAS in Google Ads is set.

Your Google Ads campaign overview should look like the image below. The campaigns have different budgets and the same target ROAS. The image shows two campaigns: one for the Heroes, Sidekicks & Zombies, and one for the Villains.

Explanation of the labels in the Labelizer

You can see the labels of the Labelizer in the graph below. The blue line represents your Performance Max campaigns. Below the graph we will explain how they work.

Villains
If your products perform badly they get the Villains label. You are losing money on these products, and of course you don’t want this. So, what can you do to make them profitable?

First, make sure that out of the 4 labels (Villains, Zombies, Sidekicks and Heroes), this category gets the lowest amount of budget.

Second, as we mentioned before, it is important that the same target ROAS is set for each campaign using the labels in Google Ads. For the villains this target will be higher compared to its actual ROAS (not surprising since they are your underperformers). Having a low budget and a relatively high target ROAS means that the Google algorithm has to do its best and be stricter with its biddings. This will result in the algorithm only bidding on searches that are very likely to generate a conversion, in other words; specific keywords (e.g., Heroshop pink rose shower gel 150 ml). The volume on these searches is a lot lower than generic ones, such as shower gel.

Zombies
Zombies are products that are “sleeping”. This category of products almost gets no impressions and clicks. You can activate them so that they generate revenue. You can trigger the Shopping Ads algorithm to activate the Zombies by creating a dedicated Zombie campaign. This campaign should have more budget than the villains and the same ROAS target. Now, it can become clear which products are underperformers and which have potential to become your top products. This will make these kinds of products move to other labels. The Zombies are often found as mid tail keywords (see graph), which makes sense as they get more budget. If a higher target ROAS is set, products might not be activated.

Sidekicks & Heroes
Sidekicks are products which do quite well but at a low volume, while the Heroes are your absolute top performing products. General rule of thumb for Shopping Ads, combined with the bidding strategy Maximise Conversion Value, is that a higher budget and/or a relatively low ROAS target (compared to the actual ROAS) will result in higher CPCs, more clicks and higher volumes. This is exactly what you want for these products. This is mainly caused by these products being matched to more generic search terms as seen in the graph above.

What happens when you don’t set the same target ROAS in your Google Ads campaigns

In this example we show what happens when you don’t set the same target ROAS for your campaigns in Google Ads.

Google Ads target ROAS (for each campaign):

Heroes & Sidekicks = 400%
Villains = 300%
Zombies = 300%

Actual ROAS of all campaigns:
ROAS = 310%

Producthero target ROAS (determining the Labelizer labels of the products)
Producthero target ROAS = 350%.

What will go wrong with the incorrect settings?

The Producthero target ROAS is set too high

The Producthero target ROAS (=350%) is set higher than the actual ROAS (=310%). This will result in products becoming a Zombie or Villain, which actually deserve to be a Hero or Sidekick. So, you’ve set it too strict for your products.

→ Solution: Lower the Producthero target ROAS. We recommend setting it at least 25% lower than your actual ROAS which in this example is 310%).

Products cannot flow as optimal through the 4 labelizer labels

The target ROAS of the Zombies and Villains is set to 300% in Google Ads. However, when you set the Producthero target ROAS at 350%, Villain and Zombie products are very unlikely to become Heroes or Sidekicks. The goal (=300%) they have to reach in Google Ads is lower than the threshold (=350%) of them becoming Heroes/Sidekicks in the Labelizer.

The Heroes & Sidekicks will most likely stay like this. The goal of 400% that these products have to reach is higher than the threshold (=350%) for them to become Heroes/Sidekicks. This is exactly what you want.

However, once a product performs less and becomes a Villain, it will probably stay a Villain (as the target of this campaign is set to 300%). Over time, it might lead to less Heroes & Sidekicks, and more Villains & Zombies. So, products cannot flow between the 4 Labelizer labels.

→ Solution: Adjust the target ROAS of each campaign in Google Ads, so every campaign will have the same target ROAS. In this situation we would recommend to set the target ROAS of both the Zombie and Villain campaign to 400% (step by step increase).

Help yourself, help the Labelizer: set the same target ROAS in Google Ads

So, if you set the same target ROAS in your Google Ads campaigns, products will shift optimally between the four labels using Producthero’s Shopping Ad Platform. So, if you want to maximise the efficiency of your advertising budget, be sure to set the same target ROAS and different budgets in Google Ads. By doing this you will be able to achieve revenue increases of up to 40%.

Don’t take our word for it, discover how IWB helped their customers increase their revenue:
https://comparisonshoppingpartners.withgoogle.com/success_story/IWB-boosts-shopping-ad-performance-for-their-customers/