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Do I need to adjust the Labelizer Strategy every week?
Do I need to adjust the Labelizer Strategy every week?
Once you have set and optimized your Labelizer strategy, you can keep it running. For example, if you have your Villains (products that don’t convert) in a separate campaign, it will automatically bid less on those. You don’t want to change this each week as you need the data to run the campaigns efficiently. Additionally, as we mentioned before, products automatically move between labels depending on their performance.
When should I change my Producthero Target ROAS?
When should I change my Producthero Target ROAS?
We do not recommend making constant changes to your Labelizer Strategy, since it is an always-on strategy that relies on stable data to run campaigns efficiently. However, we suggest adjusting your Producthero TROAS in the following situations:
After modifying the Google Ads’ target ROAS and/or your budget in your Shopping Ads / pMax campaigns.
After your average ROAS experiences any changes in Google Ads.
During high or low seasons in your market or substantial changes in your assortment.
If you identify any issues with conversion tracking in your Google Ads account.
Should I still run my previous campaigns alongside the separate campaigns?
Should I still run my previous campaigns alongside the separate campaigns?
It might feel safer to keep your old campaigns running while setting up new segmented ones, but doing so can lead to inefficiencies: your campaigns may bid against each other, waste budget, and make optimization harder as your results will be split across multiple campaigns.
You can start smoothly segmenting your campaigns by turning your existing campaign into a Labelizer campaign and following one of the basic approaches you will find in this guide.
How much budget should I assign to each label?
How much budget should I assign to each label?
Note: this is just a general advice. Take into account that this might differ per industry and depending on your goals.
Villains: reduce this group to around 20% of your advertising costs. Check this guide to discover how you can reduce the costs of your Villains.
Zombies: you want to wake up these products, but since they don’t perform yet, you don’t want to put too much budget on them. Our suggestion is to dedicate around 20% of your advertising budget. Take into consideration that, if you aim to boost revenue, it might be logical to allocate a higher percentage of your budget to your Zombies than to your Villains.
Heroes: dedicate most of your advertising budget to these products, since they are your best performers.
Producthero makes it easy to manage your budget with doughnut charts that show how it’s split across labels. For example, if you spot that the Villains label still takes up 50% of your total cost, you might want to reduce its budget.
Most of my products are zombies. What can I do?
Most of my products are zombies. What can I do?
It's completely normal for many of your products to be classified as Zombies. In fact, for most merchants, over 60% of their products are zombies, while only a small percentage of products drive most of the revenue.
The good news is that you can take action to revive these Zombie products and improve their performance. You can do so by creating a dedicated campaign in your Google Ads account that focuses specifically on these products.
This way, you'll nudge Google's algorithm to give these products another chance to gain visibility, attract clicks, and ultimately generate sales.
For a step-by-step guide on how to set up and optimize your zombie campaign, check out this guide.
What is the difference between Producthero TROAS and TROAS in Google Ads?
What is the difference between Producthero TROAS and TROAS in Google Ads?
The TROAS in Google Ads refers to the Target Return on Ad Spend that you set as your campaign goal. This is the performance target that Google's algorithm uses to optimize bidding, aiming to maximize conversion value while maintaining the desired ROAS.
On the other hand, the Producthero TROAS you set in the Labelizer strategy is not used for bidding or campaign optimization in Google Ads. Instead, it is used only within the Labelizer tool to help determine whether products are classified as heroes, sidekicks, zombies, or villains—together with the click threshold you have set. To understand how labels are allocated and how the Labelizer strategy works, check out this guide.