For a shopping campaign launch, the primary concern out of the gate is serving momentum – it’s presence or absence. Average-size shopping campaigns usually develop a consistent serving pattern within a week or two of launch; sometimes faster.
During the period immediately after a shopping campaign launch, we monitor impressions and CPC’s closely. This allows us to optimize the bids early on further increasing serving momentum and minimize wasted ad spend.
First, we look for major issues such as a single SKU or ad group consuming excessive ad spend. We’ll monitor the search queries that pull the campaign into auctions, using that information to expand the negative base and also to optimize the Titles in the feed.
Before conversions have occurred in sufficient quantities to use for optimization, ad click-thru-rates (CTR’s) and product page engagement metrics from Google Analytics can serve as proxies for more significant conversion-related KPI’s that come later.
Conversion tracking is checked for functionality and accuracy. Geo-targeting is monitored for any anomalies, CPC’s are checked for any out of line behavior, and the entire campaign is scanned for any error or warning indicators.
This post-launch optimization phase usually lasts 3 to 6 weeks, for an average scale shopping ad campaign. Coming out of this phase, the campaign has moved onto some form of automated bidding, and is reaching it’s highest levels of performance since launch.