Purchase conversion cleanup WAS done. Duplicate purchase tags (Purchase GTM, GA4 Purchase, Straight Sale No Subs, Add to Cart GTM, Begin Checkout GTM) are all correctly set to SECONDARY. Only vega Sales + Subscription are PRIMARY.
Earlier reported Branded Shopping and NB Shopping share a $5K budget. They don't. Branded Shopping has its own $2,500/day budget. NB Shopping has its own $50/day budget. Separate. Action deleted.
Earlier reported 0.5x. Actual: 1.49x. Still needs adjustment but not as extreme as reported.
Earlier said it had tROAS. It uses Maximize Conversions with $37 target CPA — different bidding strategy entirely. Still problematic (eating Branded Search's shared budget) but for different reasons.
Earlier reported 948 keywords in branded list. Actual: 559. The harmful ones are still present though.
"YouTube follow-on views" is also set as PRIMARY. There are 6 non-purchase conversion actions still feeding Smart Bidding, not 5.
Directions, Website visits, Other engagements, Clicks to call, YouTube subscriptions, YouTube follow-on views — all still feeding the bidding algorithm as "conversions"
Branded Search at 16.79x, NB Exact at 0.73x, NB Lash at 0.5x, NB Hair Shampoo at 0.5x — none were recalibrated after the purchase cleanup
[hair growth serums], [rosemary oil], [all natural hair growth serum], [minoxidil] and 20+ more still blocking Vegamour's own products
Branded Search USA and AI Max Test Brand 2 still sharing the same budget (ID: 9244758361)
Before/after videos, product demos, testimonials — all available for YouTube Action and Demand Gen campaigns
Foundation gets us to ~2.8x on current spend. Optimization pushes toward 3.0x. New layers bridge the gap to $15K/day.
Directions, Website visits, Other engagements, Clicks to call, YouTube subs, YouTube follow-on views — all currently PRIMARY, feeding junk signals into Smart Bidding. Every page view and direction click counted as a "conversion."
The #1 campaign (60% of spend) is set to a target based on inflated numbers. Real ROAS = 3.32x but Google thinks it's hitting 11.8x. Algorithm only bids on the cheapest 10% of branded queries, leaving 90% of demand on the table.
Currently hitting 3.10x real ROAS. Target of 5.0x constrains the algorithm from scaling. Lowering to 3.0x gives room to capture more volume while staying profitable.
Real ROAS = 1.23x on portfolio bidding strategy. Loosening to 2.0x allows smarter spending. Shopping campaigns respond differently to tROAS changes — needs monitoring.
Slight tighten. Real ROAS = 1.57x, so 2.5x target tells the algorithm to be more selective. Reduces waste on low-quality placements.
Currently telling Google it's acceptable to lose $0.27 for every $1 spent. Real ROAS = 0x ($0 revenue). Setting 2.0x gives the algorithm a real profitability target.
Told to lose $0.50 per $1. Combined with QS of 1-3/10, the campaign is in a death spiral — overbids on junk, underbids on good queries.
Nearly no change needed — 1.49x to 1.5x. Minimal impact but keeps consistency across NB campaigns.
$0 revenue. Zero conversions. 0.25x tROAS target (told to lose $0.75 per $1). Using Maximize Conversions with no guardrails. Pure waste.
$12K/month at 0.58x real ROAS. Losing ~$5,500/mo. 83% of spend on YouTube (0.66x), 9% on Display (0.06x). Targeting existing Shopify customers — paying to remarket to people who already bought.
Branded Search (hero campaign, 3.32x ROAS) shares its budget with AI Max Test Brand 2 (test campaign, $37 tCPA). The test is eating the hero's budget. Give each their own budget.
Problem-Aware, Lash & Brow, Competitor, and Hair Growth all share one $500/day budget. Each gets ~$125/day — not enough for the algorithm to learn. Split into individual budgets.
559 keywords in the list. 26+ block Vegamour's own product categories: [rosemary oil], [rosemary shampoo], [clarifying shampoo], [minoxidil], [biosilk silk therapy], [wild growth hair oil], [phyto hair], and more.
Campaign-level negatives blocking high-value queries: [hair growth serums] (literally the product), [all natural hair growth serum], [scalp serum for hair growth], [act and acre vs vegamour] (blocks people CONSIDERING Vegamour).
Homepage converts at 7.44x. Supplements PDP at 0.18x. Shampoo Kit PDP at 0.58x. Discover page at 0.78x. ~$17K/mo going to sub-1x landing pages.
CTV at 0.46x ROAS ($2.6K wasted). Tablet at 1.19x (marginal). Mobile best at 2.32x. Zero adjustments currently configured.
Peak ROAS hours: 6-10 AM (3.3-4.2x). Overnight hours show lower ROAS. No scheduling currently configured.
Within the Demand Gen campaign, Display is at 0.06x ROAS ($1,145 spent → $72 revenue). Even if we keep remarketing running, Display should be excluded immediately.
NB Hair Shampoo at 0.5x (but getting 1.93x — the only NB winner). NB DHT at 2.0x (getting $0). NB HYDR8 at 2.0x (getting $0). NB Problems at 1.2x (getting $0). All need targets based on reality.
No audience exclusions configured. Existing buyers see both prospecting AND remarketing ads. Need Shopify customer list uploaded as exclusion audience.
Every NB Lash keyword has QS 1-3/10. Ad Relevance: BELOW AVERAGE. Landing Page: BELOW AVERAGE. CTR: BELOW AVERAGE. At QS 1, Google charges 4-6x normal CPC.
Same problem as Lash — low QS inflating CPCs and killing ROAS. Need ad copy that matches brow-specific search intent.
Old conversion actions from Universal Analytics and Littledata still exist in the account. Already secondary but clutter the interface and add noise to reporting.
Standard Shopping campaigns segmented by product line (GRO Serum, Shampoo Kit, HYDR-8, Lash, Brow). Product feed optimization — titles need search terms. Supplemental feeds for margin-based bidding. PMax product-specific asset groups.
Before/after video creative (30+ videos already in account). "Shop now" CTAs under video. Audience signals: hair growth searchers, competitor viewers. Product feeds attached to video. tROAS 2.5x on real conversions.
Current remarketing targets existing customers on YouTube at 0.58x. Rebuilt: lookalike audiences from purchasers, Gmail/YouTube/Discover placements, product feed attached, EXCLUDE all past buyers. 50+ image assets available in account.
Problem-aware keywords: "hair falling out", "thinning hair women", "hair loss after pregnancy." Quiz/diagnostic landing page for cold traffic. Exact match only. tROAS 2.0x. NB has never worked in this account — highest risk action.
"vegamour gro serum" — 40 clicks, $177, 0 conversions. High-intent branded search with zero tracked conversions. Could be broken tracking on certain product pages, not just low CVR.
QS landing page factor = BELOW AVERAGE on all lash and brow keywords. Current pages don't match search intent. Need lash-specific and brow-specific pages to improve QS.
The ONLY non-branded campaign showing promise: 1.93x ROAS on small spend. Add related shampoo + conditioner keywords to test scaling this winner.
After all foundation fixes settle, hold at $5K/day to let the algorithm recalibrate on real conversion data. Expected ROAS: 3.0-3.5x.
Increase budgets 20-30% on winning campaigns. Launch Shopping layer. Expected ROAS: 2.8-3.2x.
Launch YouTube Action + rebuilt Demand Gen. Layer new spend channels on proven foundation. Expected ROAS: 2.5-3.0x.
All 5 layers active: Branded ($5K) + Shopping ($4K) + YouTube ($3K) + Demand Gen ($2K) + NB Search ($1K). Expected blended ROAS: 2.5-3.0x.
| Layer | Daily Spend | Target ROAS | Daily Revenue | Confidence |
|---|---|---|---|---|
| Branded Search + PMax (fixed) | $5,000 | 3.5x | $17,500 | 94% |
| Shopping Domination | $4,000 | 3.0x | $12,000 | 55% |
| YouTube Action | $3,000 | 2.5x | $7,500 | 65% |
| Demand Gen (rebuilt) | $2,000 | 2.5x | $5,000 | 58% |
| NB Search (rebuilt) | $1,000 | 2.0x | $2,000 | 40% |
| TOTAL | $15,000 | 2.93x | $44,000 | 67% |
To audit and optimize the product feed (titles, descriptions, custom labels). Required for Shopping Domination layer.
Upload existing customer emails as exclusion audience. Stops paying to advertise to people who already bought.
"What's causing your hair loss?" → email capture → product recommendation → purchase. Current PDPs don't convert non-branded traffic. Required for NB Search layer.
If average customer is worth $200+ over 12 months, we can accept 2.0x first-purchase ROAS because the customer pays back 4-6x over time. Changes the entire scaling math.
Actions 1-11: Flip conversions, recalibrate tROAS, pause losers, break shared budgets, set device bids + scheduling. ~$1,425/day in waste eliminated.
Actions 12-18: Remove harmful negatives, route to better landing pages, exclude Display from remarketing, new RSA ad copy for Lash + Brow. Monitor Branded Search learning period.
Actions 19-27: Build Shopping campaigns, YouTube Action campaigns, rebuilt Demand Gen. Launch at low budget ($1K/day each). Branded Search exits learning — should be at real 3.0-3.5x.
Actions 31-33: Ramp winning layers. $5K → $7.5K → $10K/day. Monitor ROAS on each layer independently. Kill anything below 2.0x.
Action 34: All 5 layers active. $15K/day target. Blended ROAS target: 2.93x. Continuous daily monitoring and optimization.