Bricozor ups ROAS by 10% and revenue by 15% after a Performance Max A/B test

• Keep the same target ROAS as in previous standard campaigns
• Give enough time for the test to run before analysing the results (at least six weeks)
• Structure customised asset groups based on a category of products (for example, if they had four categories of products in a campaign, they’d create one specific asset group for each)
• Audience signals – reuse existing data (like keywords and audience lists) to provide enough info for the campaign to perform from the beginning of the test
• Review the feed in Merchant Center and optimise the attributes by product, like GTIN (Global Trade Item Numbers)
• Be patient and analyse a subset of relevant metrics on top of ROAS
• Leverage exclusions to understand the impact of brand vs. generic traffic

By following the Google Shopping (CSS) team’s expert advice, Bricozor was able to test Performance Max in a way that aligned with their objectives while reducing risk. After months of testing their new automation strategy, Bricozor found that Performance Max campaigns had 10% higher ROAS and drove +15% in revenue growth compared to standard Shopping campaigns with tROAS. By implementing Performance Max campaigns, Bricozor also saw an increase in basket size and average order value (AOV) with a higher volume of clicks and conversion rates.

Performance Max campaigns allowed Bricozor to modernise their advertising strategy, be more competitive, and unveil new and relevant placements for their campaigns, like display, video, search, and more.