When it comes to Google Shopping, we’ve tried it all. Over the years, we’ve not only managed millions of Google Ads dollars, we’ve also grown our own 7-figure eCommerce brand, with Google as our primary traffic source. Every strategy that we deploy for a client, we first test with our own money on our own brand. There have been a lot of tests that didn’t pan out, and luckily, with Google Shopping, it’s easy to pivot quickly. What has always done well for us, however, is a catch-all Google shopping campaign.
A catch-all Google Shopping campaign is exactly what it sounds like. One big shopping campaign with every product, which allows you to literally catch all of the potential searches coming in for anything related to what you’re selling.
Rather than segmenting your products and splitting up campaigns by price point, brand, seasonality or category (to name a few), the idea behind the catch-all campaign is that you put all products in one campaign and let it ride!
Table of Contents
- 1 Benefits of a Catch-All Google Shopping Campaign
- 2 Examples of Catch-All Campaigns Working
- 3 What Does a Catch All Campaign Look Like?
- 4 Properly Managing Catch-All Campaigns
- 5 Lowering Bid Versus Pausing Product
- 6 In Closing
Benefits of a Catch-All Google Shopping Campaign
- Rather than guessing what products will perform well and segmenting based on a hypothesis, you let the data do the talking. Let Google’s algorithm go to work and serve your products based on the demand from the consumer.
- When a product isn’t doing well, exclude it. Easy as pie. For DermWarehouse, if a product gets over 50 clicks with no conversions, we exclude it from the catch-all campaign. If it has over 100 clicks and has a low ROAS, we exclude it as well. We don’t want products eating up our budget that don’t perform well. I personally hate the idea of just completely excluding a product. What we’ve started to do is create a 2nd shopping campaign specifically for poor performers. We move the poor performing products into this second campaign and set a really low max CPC. This way the product can still get some action, but it’s not eating up our valuable budget in the main campaign.
- Looking at a Google ads account that has tons of campaigns is overwhelming and the truth is that they typically just become unmanageable. With a catch-all campaign, less management and oversight is required. Rather than managing dozens of campaigns and ad groups, you only have to manage one shopping campaign. If your campaigns are performing well, you can increase the budget. On the contrary, if your campaign is not performing well, you can decrease the budget.
- Within our DW catch-all campaign, we started out segmenting this by brand. The campaign still consisted of all products, but we wanted to look at it using our brand labels so we could see which brands overall performed well and which didn’t. Even this made it more complex than it needed to be. Now, we don’t have any type of segmentation within the catch-all. We look at each product individually, and as I mentioned above, this gives us the ability to pause or move any single product that is bringing us down.
- You can make good future decisions on how to segment your shopping campaign based on the trends you’re seeing within the catch-all campaign. You’ll get a good idea of which products are performing well and which products are hogging clicks with limited conversions.
- When you have numerous shopping campaigns, you can be limited by budget since your budget is spread thin. A catch-all campaign allows a larger budget to work off your one group of products.
Examples of Catch-All Campaigns Working
During the height of the 2020 pandemic, our agency was working with a sporting goods store which sold tens of thousands of products. From the onset, they were talking about how they wanted to segment their Google Shopping campaigns. They were expecting their Ohio State jerseys to be a top seller along with replica helmets. We told them we’d eventually start segmenting but we wanted to start with a catch-all campaign. After much back and forth, the client finally agreed to the catch-all Google Shopping campaign.
You won’t believe what ended up being their top selling products. Puzzles! During the height of the pandemic, there was a puzzle craze. They had sports puzzles for dozens of teams and this product started flying off the shelf! The client was generating above a 15:1 return on ad spend on puzzles. They would have never even thought of serving this product if it weren’t for the catch-all campaign.
Related Blog: What’s a good eCommerce return on ad spend?
What Does a Catch All Campaign Look Like?
As I mentioned earlier, we practice what we preach. In the screenshot below you can see our catch-all campaign for DermWarehouse. There’s a ton of products in one centralized campaign. There’s no segmentation, we’re just letting it ride!
Example of Catch-All Campaign:
Example of Segmented Google Shopping Campaign:
In the example below, you can see how we originally segmented our Google Shopping campaign based on each specific brand we sell. While this looks well structured in theory, the return on ad spend was less than the catch-all campaign, so we paused this campaign.
Properly Managing Catch-All Campaigns
For catch-all campaigns, you cannot have a “set it and forget it” mentality.
You’ll see below how one product for DermWarehouse received 1,930 clicks, roughly 25% of all clicks within this Shopping campaign. If you have a keyword hog that’s not converting well, you’ll want to lower the bid for that specific product or pause the product all together. In our example, the product was also one of our top converters and had a good return on ad spend, so we continued to let it ride.
You will also want to monitor the search terms to ensure that your shopping products are driving quality queries.
Related Blog: How to optimize your Google Shopping Feed
Lowering Bid Versus Pausing Product
There’s different types of bidding strategies within Google Shopping (see below). Enhanced CPC is the only bidding type that gives you the ability to increase or decrease the bid for each product. If you select another bidding strategy in your catch-all campaign, you would have to pause the product completely if it’s not performing well (or move it to a poor performers campaign, as we do for DermWarehouse).
- Enhanced CPC
- Target CPA
- Target ROAS
- Maximize Conversions
Agency Tip: For our agency, a general rule of thumb we follow is either reducing the bid or pausing the product completely if there’s over 100 clicks and a subpar return on ad spend.
There’s many different ways you can segment your shopping campaigns. A catch-all campaign is a simple solution that’s great for starting out and can drive better results than spending so much time and energy on massive segmentation.