What can you do if a Search campaign is losing most impressions due to Ranking?
Try new responsive text ads, test new angles, cut bad performing ads, increase bids to see if it improves. Might also take a look at the overall relevance of the whole structure (landing page, ads, keywords)


What is smart to do if a campaign is limited by budget and your performance is below target?
Lower your bids


How do you approach Merchant Center & Product Feed Optimization for a brand new client - list what you check and which Feed Optimizations you perform usually (if any):
Ensure correct GTINs for improved results. Ensure images are clear n meet google’s requirements. Assign correct categories for better visibility. If needed implement custom labels (for better campaign segmentation). Keep the feed current with up-to-date information Regularly review and adjust based on performance data.

I'd start by identifying best keywords in planner (main product keywords) with good volume and high converting potential, check if the title and description of the feed is well optimized with the main keywords or not, after a while check search terms to have an idea which keywords are winning which are clearly not, eliminate bad apples increase the size of negative keywords list to not waste money n increase ROAS, revise the feed title n desc with highly converting keywords again later on, switch up the campaign focus but first make sure the campaign's conversions are ready for the change, if they have a sale I'd use promotions in their feed for high CTRs and lower costs per conversion. avoid mismatches and errors related to attributes like color attribute in the feed, it has to match the landing page color in order to avoid errors. 

How do you usually implement changes to products attributes (if you've ever done that)? 
For titles: I'd include the main most converting product keywords with good search volumes.

For descriptions: I'd include key features, benefits, etc, and also make sure to optimize for relevant keywords for descriptions so google can show the ad to the right people.

Google prioritizes listings with GTIN universal barcodes. I'd always add when possible

Test lifestyle vs white background just product images, to see which can get you more clicks/conversions - see what the competitors are doing and would try to stand out from them

Select the correct specific product category from googles product taxonomy txt list, this will also help promote the clients product in correct product group. 

Updating:
There are great apps for regularly updating feeds and automate process of upload, If the store has just a few products, uploading a google sheet can be useful but require regular manual updates to feed to avoid errors so I'd almost always use an API app that regularly checks any change and updates them effectively to avoid any interruption.

What's important in GMC beyond Product Feed Optimization (in bullet points)? 
Client's details:
Claiming n verifying clients website in GMC is important
*aligned shipping times, 
also Shipping rates free or not
*phone, 
*address,
*tax settings,
*business name 

Client's pages:
*refund and return policy
*privacy policy
*shipping policy
*contact us page

All of these should be matching.


How can you see if PMAX is serving on Discovery (within Google Ads)?
By analyzing the pmax placement report in report editor


What are Merchant Promotions and how to create them? Give at least 1 specific example 
They are useful for showing that you have an ongoing special offer like bogo or discount on your store. How to create them?  By filling out the details for the items on sale in the store in "Promotions" tab within GMC.  examples: BOGO, 20% off mother's day etc...

What are the most common mistakes you see in Ecom Google Ads accounts you audit or start managing?
using main product kwds, brand kwds, competitor kwds together

broad, phrase and exacts all mixed in a single campaign,

keep use of maximize clicks or manual CPC while having enough data (conversions), 

wasting money due to not using negative keywords lists, 

not doing retargeting (remarketing) expanding with display/discovery/pmax leaving money on the table

damaging ROAS tryharding with high bids

Not taking advantage of custom audiences when you can is like missing out on a big opportunity, not knowing how to build audience segments,

if the client's brand offers some great native looking UGC style ads in their inventory, not experimenting youtube shorts
*losing the chance to increase account overall ROAS of the client
*missing out on additional $ spend in clients account



How do you approach a prospecting Search Campaign setup (for the "average" client)?
I'd split it into 3 and 1 optional search campaigns
The Main is exact match search campaign: I'd do a keyword research to see the potential of the main keywords (volume, cpc and what kwrds to exclude etc). Collect main keywords, high buy intend long tailed versions and related variations in a list.
Second is for the same keyowrds but in phrase match (with negative kwrds list)
Third is branded search campaign utilizing brand/product name
(optional) For fourth I'd see if they have competitors' keywords we might experiment on the side with tailored ads to see if it has potential to expand there.

Most important things to keep in mind/check when testing DSA?
Definitely check if the site structure is ready for DSA technical SEO needs to be on point, so google can read, n understand, make sure all unwanted "about us, terms n service, affiliates" etc URLS excluded, after a while check if DSA contributes anything at all if not get rid of DSA all together Im not a fan of using DSA because of its limited control even tho it does work time to time

List in bullet points an example of a good account structure (= which campaigns types for which purpose) for an ecommerce client (one country):
Search ad campaign1: Exact match (collected keywords from planner)
Search ad campaign2: Same keywords phrase match (with negative keywords ("phrase" neg keywords mostly))
Search ad campaign3: Brand/Their product name targeted keywords (protection from competitors stealing clicks, generally offers highest roas(good for increasing account overall roas)
(Optional) Search ad campaign4: Targeting their different competitors' keywords with customized ads.
Yt short ads: Might find a gem ROAS there Hit or miss but worth trying in most cases. 
(Especially if they have great native looking ads that seem converting or already proven creatives from tiktok etc)
Retargeting custom audience lists with remarketing campaigns (Youtube/Display/discoveryPMAX)
custom audience lists segmented: (14, 7, 1-3 days) These lists are set up to exclude each other to avoid overlap. If they're bringing good profits we can keep running them at high frequencies 

and of course the father of all campaigns
Standard shopping ads (for starting at better ROAS) after that switch to PMAX with CPA/TROAS
Campaign amount depending on the stores item groups available on sale for instance patio store:
*Patio umbrellas
*fire pits
*Gazebos... 
Note1: All individual shopping campaigns include different variants & models of the selected group of products. (If its a one product store, multiple campaigns with different attributes n descriptions/titles/imgs to achieve more space drive more clicks and sales)

My URL targeting approach for search ads is as follows:
Patio umbrellas > webpage featuring all patio umbrellas
Cantilever patio umbrellas > cantilever patio umbrellas collection
square patio umbrella or 10x10 patio umbrellas > specific product pages matching the high buy intend term

Note2: This can be done by creating seperate search campaigns or in ad group level.
Note3: All the above search ads structure can be created for other groups of items the clients website offers on their store. For patio stores:

*Patio umbrellas
*Patio fire pits
*Gazebos... so on.

Note4: Over time we'll add more keywords to our search campaigns(all) by picking the best ones that make sense to add in our kwds list from googles "keyword recommendation list" this helps us spend more $ in the clients account and increase conversions at a higher return on ad spend (ROAS).

Note5: Over time we'll exclude more keywords both in exact and in phrase match in all of our campaigns(all, including shopping c.) this helps us reduce wasted spending, and decrease CPA.

This approach allows us to see what works and what does not organized way, and lets us cut under performers and focus on high performers without difficulty and achieve increasing ROAS week after week month after month even if the structure takes longer n needs more initial effort to build. 


Last Notes:
You guys are not far from hitting 400k RR with with this impressive momentum keep up the awesome work and keep us posted on twitter.
Im excited to participate in the weekly training sessions to explore new strategies n improve my skills further. I'm adaptable and adept at learning new strategies quickly. I can collab with other wizards in the team to implement these strategies excellently on your behalf, freeing you up to focus on other tasks. 

You both know you can't just work with any bro in an agency managing millions of dollars a month.

To continue climbing, keeping current clients satisfied, n attracting even bigger clients without looking back, dealing with headaches or other kinda bs's, you need someone with strong analytical and reasoning skills, a deep understanding of Google PPC who is also moldable, passionate and disciplined.

Am I going to bail out in a few months, build another business (Shopify/FBA), or run away gather my pack of wolves, become an agency bro?

I'll tell you with 100% honesty.

Wishing you and your team all the best, take care.

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