Google Ads success is largely dependent on account consolidation, which forms the foundation for great performance. Account consolidation involves merging campaigns and aggregating data to make Google’s Smart Bidding algorithm more effective. Over-segmentation of campaign structures is a common mistake that can lead to ineffective use of the Smart Bidding algorithm.
Account consolidation enhances the effectiveness of Smart Bidding by providing more data, which leads to better results. The algorithm requires a lot of data to function optimally, hence the need to aggregate as much data as possible while maintaining relevance.
Several case studies have demonstrated the effectiveness of account consolidation. For instance, consolidating an Ecom account structure led to a +345% conversion value and +22% ROAS. Another case study showed a +253% increase in conversions and -60% reduction in CPA after consolidating 19 campaigns into 4.
Smart Bidding works best when it can optimize towards the same marginal cost per conversion across all related traffic. This leads to the highest possible conversion volume at a given efficiency target.
The process of consolidating campaign structures depends on various factors such as data, conversions, goals, and targets. The 'Golden Rule' of campaign structures is to consolidate as much traffic as possible and only segment when there is a good reason to do so.
In addition to campaign consolidation, ad group consolidation is also recommended with the primary goal of aggregating data to make Responsive Search Ads perform better. The Golden Rule for ad group consolidation is to create one ad group per creative theme.
However, there are common mistakes to avoid when consolidating campaign structures. These include unnecessary segmentations, consolidating Branded & Non-Branded traffic, not considering cannibalization between pMax & Search, and not focusing on simplicity.
In conclusion, account consolidation is key to success with Google Ads. It enhances the effectiveness of Smart Bidding, leading to improved results. The Golden Rule is to always consolidate as much traffic as possible and only segment when there is a good reason to do so.
