Caraway Increased Revenue 46% With Performance Max

To transition Caraway’s campaigns, we needed to aggregate all necessary creative assets and determine the most effective campaign structure under the new format. We determined that a phased approach to the Performance Max transition would limit the likelihood of a negative impact on delivery, given the volatility that often occurs during automated transitions.

We worked closely with the Caraway team to get all the necessary image, video, and text creative to form the campaigns. Then we leveraged product-type keyword data from their search campaigns to form custom audiences for each asset group. This would better inform the Performance Max campaigns about who to target with each type of creative.

We rolled out our transition plan, beginning with a lower-volume campaign to study the differences between Smart Shopping and Performance Max in detail. We used insights from the initial transition to inform the subsequent campaign updates. These learnings allowed us to properly allocate budget across the old and new campaigns during the transition period, controlling for volatility despite significant upheaval in the account.

Adhering to our phased approach, we began transitioning campaigns two months before the automatic transition deadline, giving Caraway’s account significant time to benefit from the lack of other advertisers using Performance Max. Finally, we created separate Performance Max campaigns based on different product types. This allowed for custom creative, well-defined audience signals, and more effective control of bids and budgets.