When you scale Google Ads from a few thousand dollars per month to tens of thousands, a funny thing happens. Especially if you’re scaling Facebook at the same time.
And actually, it’s not funny at all.
Despite hitting channel-specific targets, you may find top-line revenue doesn’t show a corresponding lift.
Why? Because — left to their own devices — both platforms will market to, report on, and claim the same customers. Essentially, they’ll cannibalize each other.
The results?
In other words, you can “win” and still end up losing.
To succeed, you need control. Granular control over bidding at different levels of interest, audiences, search terms, campaign priorities, and negative keywords. The kind of control you can only get by going old-school with Standard Shopping and what we call “funnel stage campaign splitting.”
Want even more Google goodness?
Fair warning: The tactics in this article are pretty advanced.
If you’re looking for something foundational, then grab our Google overseas chinese in australia data Shopping Ads Guide. There, you’ll get guidance on how to setup, sell, and scale a full-funnel approach to search engine marketing (SEM)
Google Shopping Ads Guide for Ecommerce: Downloadable PDF
Funnel Stage Campaign Splitting
At Common Thread Collective, we organize our paid-media frameworks around an age-old concept known as AIDA: awareness, interest, desire, and action.
For the purposes of this strategy, let’s group AIDA into three stages — top, middle, and bottom of the funnel — driven by search intent with an example for each.