E-commerce campaigns: catalogs, dynamic retargeting and value bidding

Purchase events open up catalog ads, dynamic retargeting and value bidding. Each has a threshold; force one early and you pay for the wrong people and products.

In this chapter

• Use your product count and traffic to decide whether your shop is worth running catalog ads for, instead of starting them because everyone else does
• Make the product IDs in your catalog line up with the content_ids in your purchase events, and use the catalog match rate to prove they really do
• Design dynamic retargeting time windows for "viewed but didn't buy" and "added to cart but didn't check out", using your own stop-loss line to decide how long each window stays open
• Work out whether your account qualifies for Maximize value of conversions and ROAS goal, and when they will bet the budget on a few large orders
• Control budget and read reports separately for new and existing customers, so people who would have come back anyway aren't counted as the ads' work
• Sort your SKUs into four kinds using relative shares, so you can tell which products bring in traffic and which ones make money