Improved segmentation is a proven method for driving better Google Ads campaign performance. Grouping products based on performance, price, brand, and more helps create more targeted campaigns.
Unfortunately, most brands and marketers lack the time and resources to parse historic performance data and manually move products between campaigns – leading to inefficiency and missed opportunities.
Automation is the solution. By leveraging automation and machine learning (ML), brands can segment and manage campaigns more effectively – while reducing manual work.
That’s what makes our new functionality for Google Ads so powerful. Using our new Smart Launch Tool and our Dynamic Performance Labels, brands can build smarter, more performant Google Ads campaigns.
What is the Google Smart Launch Tool?
The Google Smart Launch Tool is Quartile’s ML-powered solution for building and segmenting Google Ad campaigns.
By analyzing the historical data of your products, Quartile uses machine learning to identify the most optimal campaign segmentation based on performance, product type, brand, price tier, and more.
Plus, the tool is compatible with both standard Shopping campaigns and Google’s Performance Max (PMax) campaigns.
ML-Powered Google Ads Segmentation
Suppose you’re an athletic clothing brand. You have a variety of products at different price points, types, and styles.
When you first partner with Quartile for Google Ads, we'll upload your products and integrate historical information via direct integrations with Shopify, BigCommerce, and WooCommerce or through feed file submission.
Our Technical Implementation Team ensures high-quality feed transformation to maximize your product visibility and performance – and ensures the feed is optimized for Google Merchant Center.
From there, our Launchpod team will utilize our Google Smart Launch Tool, and your products’ historical data, to identify ongoing opportunities for growth and efficiency. By feeding this Google Ads historical data into our proprietary ML-model, we’re able to generate smart segmentation recommendations for your full suite of products.
That segmentation includes data-backed splits by product catalog, with each product group having its own campaign based on brand, categories, price tiers, or even product levels.
The product level performance-driven segmentation also recommends which IDs to move into a "Suppression" (products with high spend but low return on spend) or "Zombie” (products with low or no conversions and low clicks) campaign, ensuring they’re advertised without allowing Google to overspend on them.
This level of segmentation enables you to not only direct more of your ad budget to high-performing ads, but it also enables you to create more tailored campaigns that target specific audiences more effectively.
In the case of PMax campaigns, this segmentation provides more granular control through product segmentation, which allows you to run specific campaign types tailored to the performance of different products.
An example segmentation may look like the one in this diagram:
One of the key advantages of the Google Smart Launch Tool is that it works regardless of your existing campaign structure. The tool, and our team, will recommend which existing campaigns to keep, which ones to replace, and which new ones to create. Doing so ensures we don’t lose the information Google’s algorithms already have and maintains performance after changes.
This ensures an optimized campaign structure without compromising your existing performance.
Dynamic Performance Labels: Automated Optimization
Once your initial segmentation is seamlessly created and launched using the Smart Launch Tool, we use automation to enable continuous optimization.
As most marketers don't have the time or resources to manually track performance across a full item catalogue and move products between different campaigns continuously, our Dynamic Performance Labels feature automates that process.
Quartile will automatically assign high and low-performing products to different campaigns on a weekly or monthly basis.
This enables you to reduce spend on high-traffic, low-converting products by lowering CPCs where needed, seamlessly diverting ad spend where you’re seeing results.
This automation is at the heart of what makes Quartile so effective for the thousands of brands that utilize our platform. It enables brand owners at small businesses to achieve the same level of optimization as large enterprises – regardless of the time, expertise, or resources they have available.
Automation is the Key to Highly Optimized Google Ads Campaigns
Automation is no longer a luxury.
For brands that want to stay competitive in the fast and crowded Google Ads space – automation is a necessity.
With Google Smart Launch and Dynamic Performance Labels, you can achieve smarter segmentation with campaigns that are consistently performance driven – keeping you competitive regardless of your size or resources you have available.
