The Spa Dr · Search, Shopping and Microsoft Ads: strategy review
Search and Shopping, this week to date vs the same days last week
Google Search + Shopping (Brand, Non-Brand, Shopping Brand), Mon Oct 12 to Wed Oct 14 vs Mon Oct 5 to Wed Oct 7. Plan is the October plan prorated by day.
- Search and Shopping are more efficient than on the same three days last week (ROAS 3.62x vs 3.07x) with the same number of orders (17), and still below the October plan (4.77x). No campaign, budget or ad group edits were made after the Oct 6 launches, so this is the effect of last week's changes plus normal variation.
- Search Brand carries the result (13 of 17 orders). Shopping beats its plan, but its higher bid ceiling bought impressions rather than clicks. Search Non-Brand is below plan on 2 orders; its delivery metrics did not change.
- Two tests are live. The Shopping bid test reaches its decision date on Oct 19 and is on track to trigger the planned step down to $0.90. The serum landing page test cannot be read as built: its test ad group receives about 0.6 clicks per day per arm.
Orders, revenue, ROAS, CPA and AOV come from the company's order data (CDP, 1-day click attribution), not from Google's or Microsoft's own conversion counts. ROAS = revenue ÷ ad spend. CPA = ad spend ÷ orders. AOV = average order value. CPC = cost per click. CTR = share of impressions that became clicks. Impression share (IS) = share of eligible auctions in which the ad appeared (Google Ads data). Plan = the October plan in the team's targets sheet, prorated by day; it covers Google Search and Shopping only.
Volumes are small: 17 orders in three days across all Google Search and Shopping strategies. A move of one or two orders inside a single strategy is noise, so the last full week is shown next to every three-day read.
Strategy scoreboard
| Strategy | Spend | Orders | Revenue | ROAS now | ROAS same days last week | Plan ROAS | Last full week ROAS (week before) | Read |
|---|---|---|---|---|---|---|---|---|
| Search Brand | $243 | 13 | $1,100 | 4.53x | 4.09x | 7.98x | 5.27x (4.33x) | Up vs last week, below plan |
| Search Non-Brand (Reviews) | $109 | 2 | $187 | 1.71x | 0.30x | 1.98x | 2.37x (2.05x) | Below plan, 2 orders |
| Shopping Brand | $75 | 2 | $257 | 3.42x | 3.12x | 2.85x | 4.42x (6.11x) | Above plan, pricier clicks |
| Google Search + Shopping | $427 | 17 | $1,544 | 3.62x | 3.07x | 4.77x | 4.32x (3.83x) | Up vs last week, below plan |
| Microsoft Ads Search Brand | $15 | 1 | $111 | 7.22x | 1.53x | no plan | 3.17x (7.99x) | Noise (1 order) |
Spend, orders, revenue and the two ROAS columns on the left compare Mon Oct 12 to Wed Oct 14 with Mon Oct 5 to Wed Oct 7. Microsoft Ads runs one day earlier (Sun Oct 11 to Tue Oct 13 vs Sun Oct 4 to Tue Oct 6). Plan ROAS is the October plan for Google only; green means at or above plan, red means below.
Highs and lows across the account
Highs
- Search Brand: same 13 orders as the same days last week, with 4.53x ROAS vs 4.09x. The manually bid campaign (CPC_Core) returned 7.02x at 94% IS. Oct 14 was the best day: 6 orders on $48 of spend (15.4x).
- Shopping Brand: ROAS 3.42x vs the 2.85x plan this week to date and 4.42x last full week. Google-reported impression share rose from 23.7% to 30.8% after the Oct 6 bid change.
- Search Non-Brand: ROAS above plan in each of the last three full weeks (2.02x, 2.05x, 2.37x vs plan 1.35x, 1.73x, 1.98x). Delivery is stable: CTR 12.6% vs 13.1%, CPC $2.23 vs $2.22.
- Whole account: revenue is up 31% on the same orders because the average order is larger (AOV $91 vs $69). Store-wide orders across all channels were flat (122 vs 125), so this is not a store-level lift.
Lows
- Oct 13 was the weakest day: 3 orders and $160 of revenue on $143 of spend (1.12x). On Oct 12 the store had 20.6% failed payments (13 of 63 orders; the usual rate is about 7.6%), all issuer declines with no system errors; the rate returned to normal on Oct 13. Oct 14 recovered (6.37x).
- Search Brand vs plan: ROAS 4.53x vs 7.98x plan (-43%), 13 orders vs about 30 planned. Inside Core, two misspelling keywords cost about $5.50 per click against $1.07 for the main brand keyword.
- Search Non-Brand: ROAS 1.71x vs 1.98x plan and CPA $54.56 vs $27.61 plan, on 2 orders. Spend is 37% under plan. One keyword has spent $61 over 30 days with no orders.
- Shopping bid increase: over equal 8-day windows impressions rose 33% but clicks did not (+0.8%), CTR fell 24%, CPC rose 45% and spend rose 46% for the same 12 orders.
Tests running now
- Applied Oct 6: maximum click bid $0.80 to $1.04.
- Impression share 23.7% to 30.8% (+7.0 points). Clicks flat, CTR -24%, CPC +45%.
- ROAS 5.99x to 4.07x, still above the 2.85x plan.
- Decision date Oct 19: if CTR is still 0.70% or lower and orders are under about 15 per week, step down to $0.90.
- Running Oct 6 to Nov 3, 50/50 split: product page (control) vs advertorial page (test).
- The test ad group has 5 clicks in the control and 5 in the test arm after 9 days (about 0.6 per day).
- Campaign totals mislead: an ad group that is identical in both arms shows 3.76x vs 10.65x ROAS by chance alone.
- Decision needed this week: redesign or keep as directional only.
Next steps that matter most
| Metric | This week to date vs same 3 days last week | Last full week vs the week before | ||||||
|---|---|---|---|---|---|---|---|---|
| Mon Oct 12 – Wed Oct 14 | Mon Oct 5 – Wed Oct 7 | Δ | Plan (3 days) | Oct 5–11 | Sep 28 – Oct 4 | Δ | Plan (7 days) | |
| Spend | $242.90 | $242.88 | +0.0% | $211.35 | $586.75 | $575.73 | +1.9% | $493.15 |
| Orders | 13 | 13 | +0.0% | 30 | 41 | 33 | +24.2% | 71 |
| Revenue | $1,100.35 | $994.25 | +10.7% | $1,686.57 | $3,090.32 | $2,495.13 | +23.9% | $3,935.34 |
| ROAS | 4.53x | 4.09x | +10.7% | 7.98x | 5.27x | 4.33x | +21.5% | 7.98x |
| CPA (spend ÷ orders) | $18.68 | $18.68 | +0.0% | $6.98 | $14.31 | $17.45 | -18.0% | $6.98 |
| AOV (revenue ÷ orders) | $84.64 | $76.48 | +10.7% | $55.71 | $75.37 | $75.61 | -0.3% | $55.71 |
Campaign detail (this week to date vs same 3 days last week)
| Campaign | Spend now | Spend same days | Orders now | Orders same days | ROAS now | ROAS same days |
|---|---|---|---|---|---|---|
| Core | $119.11 | $132.62 | 6 | 5 | 2.83x | 2.08x |
| CPC_Core | $71.46 | $73.07 | 4 | 4 | 7.02x | 2.90x |
| Products (both test arms combined) | $51.25 | $36.29 | 3 | 4 | 5.09x | 13.95x |
| Modifiers | $1.09 | $0.90 | 0 | 0 | 0.00x | 0.00x |
Daily ad spend and revenue
▲ Best day by revenue: Oct 8, $812 on $122 spend, 8 orders. ▼ Weakest day (ROAS, among days with at least median spend): Oct 13, ROAS 1.27x on $99 spend, 2 orders.
Highs
- Orders held (13 vs 13) and revenue is up 10.7% on the same spend, so ROAS rose from 4.09x to 4.53x.
- CPC_Core (manual bids) returned 7.02x vs 2.90x on 4 orders both periods, at 94% IS and $0.77 CPC. Last full week the whole segment returned 5.27x vs 4.33x (41 orders vs 33).
- Oct 14: 6 orders on $48 of spend (15.4x). Core alone spent $12 that day at a $0.96 CPC.
Lows
- ROAS is 43% below the 7.98x plan, and spend is 15% above plan. The last full week was also below plan (5.27x).
- Oct 13: 2 orders on $99 of spend (1.27x). Oct 6: $113 of spend for 4 orders (2.67x), with $83 coming from Core.
- Core's cost is spiky: Oct 6 and Oct 8 together were $172 of the $311 Core spent in Oct 5–11 (55%), driven by one or two clicks at about $32 each on the misspelling keyword "spadoctor".
Brand demand held: orders are identical to the same days last week, and the ROAS gain comes from larger orders and a lower cost per click in CPC_Core ($0.77 vs $0.85), not from any edit (no bid, budget or campaign changes after Oct 6). The gap to plan is not new; it was already there in the last full week. The cost problem is concentrated in Core, which bids with Maximize conversion value and a 2.2x ROAS target. Over Sep 28 to Oct 14 the two misspelling keywords ('spadoctor' and 'thespadoctor') cost $188 for 34 clicks and 4 conversions (about $5.50 per click, Google Ads data), against $1.07 per click for 'the spa dr' (218 clicks, 23 conversions). Both convert, so pausing them would remove real orders; the lever is limiting what each click can cost.
Limit the cost of the two misspelling keywords instead of pausing them. Two options for the team: (a) move them to a manually bid campaign with a ceiling near $1.50 per click (the campaign's other exact keywords run $1.07 to $1.92), or (b) raise Core's ROAS target in steps from 2.2x and watch impression share (currently 97%). Option (a) is more surgical. Separately, three nightly automated bid rules have had no owner since Oct 1 (proposal pending), and CPC_Core bids sit at about 2.15 times its real CPC because that campaign is only included in the 'increase bids' action.
| Metric | This week to date vs same 3 days last week | Last full week vs the week before | ||||||
|---|---|---|---|---|---|---|---|---|
| Mon Oct 12 – Wed Oct 14 | Mon Oct 5 – Wed Oct 7 | Δ | Plan (3 days) | Oct 5–11 | Sep 28 – Oct 4 | Δ | Plan (7 days) | |
| Spend | $109.13 | $90.98 | +19.9% | $173.28 | $291.52 | $321.29 | -9.3% | $404.32 |
| Orders | 2 | 1 | +100.0% | 6 | 8 | 7 | +14.3% | 15 |
| Revenue | $186.94 | $26.99 | +592.6% | $343.09 | $689.84 | $659.84 | +4.5% | $800.55 |
| ROAS | 1.71x | 0.30x | +477.4% | 1.98x | 2.37x | 2.05x | +15.2% | 1.98x |
| CPA (spend ÷ orders) | $54.56 | $90.98 | -40.0% | $27.61 | $36.44 | $45.90 | -20.6% | $27.61 |
| AOV (revenue ÷ orders) | $93.47 | $26.99 | +246.3% | $54.55 | $86.23 | $94.26 | -8.5% | $54.55 |
Daily ad spend and revenue
▲ Best day by revenue: Oct 9, $247 on $47 spend, 3 orders. ▼ Weakest day (ROAS, among days with at least median spend): Oct 3, ROAS 0.00x on $60 spend, 0 orders.
Highs
- ROAS above plan in each of the last three full weeks (2.02x, 2.05x, 2.37x vs plan 1.35x, 1.73x, 1.98x).
- Delivery is steady vs the same days last week: CTR 12.6% vs 13.1%, CPC $2.23 vs $2.22, impression share 86.5% vs 87.1% (Google Ads).
- The HairSerum_Reviews ad group is the engine: at least $985 of the $1,284 spent in 30 days, with its main keyword at 2.27x (Google Ads data).
Lows
- This week to date ROAS is 1.71x vs the 1.98x plan, and CPA is $54.56 vs $27.61, on 2 orders (the plan's CPA assumes a $55 order; actual AOV is $86 to $94).
- Spend is 37% under plan ($109 vs $173); last full week it was 28% under.
- 4 of the last 10 days had no orders (Oct 6, 7, 13 and 14), with $105 of spend across them. 1 keyword is a candidate to pause: "the spa dr reviews" [exact], $61.31, 27 clicks, 0 conversions in 30 days.
Delivery did not change, so the ROAS swing (0.30x last week, 1.71x now) is order luck on 1 and 2 orders, not an auction effect. The campaign is limited by demand, not by its settings: it already captures 84% to 87% of eligible impressions, its $140 daily budget is far above the roughly $36 it spends per day, and its target CPA ($80, set in Google Ads) is far above the actual CPA, so neither budget nor target is what holds spend back. Growth has to come from new keyword coverage.
Pause the single Bleeding Rule candidate ('the spa dr reviews' [exact]) after confirming it on a fresh 30-day window, leave the HairSerum_Reviews ad group untouched, and plan new keyword themes for this campaign (the upcoming GHK-CU Hair Serum is the obvious first one).
| Metric | This week to date vs same 3 days last week | Last full week vs the week before | ||||||
|---|---|---|---|---|---|---|---|---|
| Mon Oct 12 – Wed Oct 14 | Mon Oct 5 – Wed Oct 7 | Δ | Plan (3 days) | Oct 5–11 | Sep 28 – Oct 4 | Δ | Plan (7 days) | |
| Spend | $74.95 | $50.06 | +49.7% | $101.70 | $151.09 | $121.26 | +24.6% | $237.30 |
| Orders | 2 | 3 | -33.3% | 6 | 12 | 11 | +9.1% | 15 |
| Revenue | $256.69 | $156.42 | +64.1% | $289.84 | $667.79 | $740.78 | -9.9% | $676.30 |
| ROAS | 3.42x | 3.12x | +9.6% | 2.85x | 4.42x | 6.11x | -27.7% | 2.85x |
| CPA (spend ÷ orders) | $37.48 | $16.69 | +124.6% | $16.25 | $12.59 | $11.02 | +14.2% | $16.25 |
| AOV (revenue ÷ orders) | $128.34 | $52.14 | +146.2% | $46.37 | $55.65 | $67.34 | -17.4% | $46.37 |
Daily ad spend and revenue
▲ Best day by revenue: Oct 12, $222 on $27 spend, 1 order. ▼ Weakest day (ROAS, among days with at least median spend): Oct 14, ROAS 0.00x on $29 spend, 0 orders.
Daily delivery since the bid change
| Day | Impressions | Clicks | CTR | Avg CPC | Spend | Impression share (Google) | Lost to rank |
|---|---|---|---|---|---|---|---|
| Oct 5 | 3,060 | 22 | 0.72% | $0.564 | $12.40 | 21.6% | 78.4% |
| Oct 6 (bid change at 11:00) | 3,795 | 23 | 0.61% | $0.788 | $18.13 | 26.0% | 74.0% |
| Oct 7 | 4,224 | 23 | 0.54% | $0.849 | $19.53 | 31.7% | 68.3% |
| Oct 8 | 4,744 | 28 | 0.59% | $0.929 | $26.01 | 30.6% | 69.4% |
| Oct 9 | 4,519 | 27 | 0.60% | $0.651 | $17.57 | 30.1% | 69.8% |
| Oct 10 | 5,385 | 32 | 0.59% | $0.731 | $23.39 | pending | pending |
| Oct 11 | 5,133 | 44 | 0.86% | $0.774 | $34.06 | pending | pending |
| Oct 12 | 5,054 | 30 | 0.59% | $0.889 | $26.66 | pending | pending |
| Oct 13 | 4,924 | 23 | 0.47% | $0.850 | $19.54 | pending | pending |
| Oct 14 | 5,382 | 33 | 0.61% | $0.871 | $28.75 | pending | pending |
Google reports impression share with a delay of several days; the latest complete day is Oct 9.
Highs
- ROAS 3.42x vs the 2.85x plan this week to date; 4.42x last full week (plan 2.85x).
- Impression share 23.7% to 30.8% and share lost to rank 76.2% to 69.2% (Sep 28 to Oct 5 vs Oct 7 to 9).
- Best days: Oct 12 (8.32x) and Oct 9 (8.27x).
Lows
- Equal 8-day windows (Sep 28 to Oct 5 vs Oct 7 to 14): impressions +33%, clicks +0.8%, CTR 0.81% to 0.61%, CPC $0.562 to $0.815, spend $134 to $196, orders 12 to 12.
- ROAS over those windows fell from 5.99x to 4.07x. This week to date CPA is $37.48 vs $16.69 on 2 vs 3 orders, and Oct 14 had no orders on $29.
- Google still flags the campaign as limited by its bidding strategy, and about 70% of its eligible impressions are still lost to rank.
The higher bid ceiling did what it was meant to do on visibility and little else. The ad now wins more auctions it used to lose, but those extra impressions are low quality: people do not click them, and the clicks that do arrive cost more. Business results on 12 orders per window are too thin to call, so the decision rests on the click metrics, which are measured on tens of thousands of impressions.
Hold $1.04 until Oct 19, then apply the rule agreed on Oct 12: if CTR is still 0.70% or lower and orders are under about 15 per week, lower the ceiling to $0.90 (not back to $0.80, which would give back the impression share gain). Do not raise it again: a similar raise on Sep 15 ($0.80 to $1.60) doubled spend and collapsed conversion rate before it was reverted.
| Metric | This week to date vs same 3 days last week | Last full week vs the week before | ||||||
|---|---|---|---|---|---|---|---|---|
| Sun Oct 11 – Tue Oct 13 | Sun Oct 4 – Tue Oct 6 | Δ | Plan (3 days) | Sun Oct 4 – Sat Oct 10 | Sun Sep 27 – Sat Oct 3 | Δ | Plan (7 days) | |
| Spend | $15.38 | $22.38 | -31.3% | n/a | $66.95 | $68.67 | -2.5% | n/a |
| Orders | 1 | 1 | +0.0% | n/a | 4 | 5 | -20.0% | n/a |
| Revenue | $111.00 | $34.19 | +224.7% | n/a | $212.14 | $548.34 | -61.3% | n/a |
| ROAS | 7.22x | 1.53x | +372.4% | n/a | 3.17x | 7.99x | -60.3% | n/a |
| CPA (spend ÷ orders) | $15.38 | $22.38 | -31.3% | n/a | $16.74 | $13.73 | +21.9% | n/a |
| AOV (revenue ÷ orders) | $111.00 | $34.19 | +224.7% | n/a | $53.04 | $109.67 | -51.6% | n/a |
Highs
- Spend of about $5 to $10 per day; revenue was $111 on one order vs $34 on one order in the comparison window (7.22x vs 1.53x).
- Orders in the last full week: 4 vs 5 (Oct 4–10 vs Sep 27–Oct 3).
Lows
- Last full week ROAS fell from 7.99x to 3.17x on 4 to 5 orders; this segment has swung by this much three times in a row.
- There is no plan for Microsoft Ads in the targets sheet, so there is no yardstick for good or bad.
No action. At this volume a single order moves ROAS by several points. Revisit when the segment has enough orders per week to read, and confirm where a Microsoft Ads plan lives so it can be measured.
These strategies had no spend in either window:
- Demand Gen (Discovery): paused since Sep 11. Lifetime spend about $8,353 for 7 orders and $645 of revenue (0.077x ROAS). If it is ever revisited, treat it as a new test with its own daily cap, not a re-enable of the same settings.
- Performance Max and YouTube: no spend in the period.
- Shopping Non-Brand: paused and removed from reporting since Apr 24, 2026.
Test 1: Shopping bid ceiling +30% (applied Oct 6)
On Oct 6 at 11:00 (Montevideo time) the maximum click bid on the Shopping campaign went from $0.80 to $1.04 (+30%). Goal: raise impression share, which had been stuck near 75% lost to rank. The Oct 6 transition day is left out of both windows. Nothing else was changed on the campaign since.
| Metric | Before: Sep 28 – Oct 5 (8 days) | After: Oct 7 – 14 (8 days) | Δ |
|---|---|---|---|
| Impressions | 29,493 | 39,368 | +33.5% |
| Clicks | 238 | 240 | +0.8% |
| CTR | 0.807% | 0.610% | -24.5% |
| Average CPC | $0.562 | $0.815 | +45.1% |
| Spend | $133.66 | $195.51 | +46.3% |
| Orders (order data) | 12 | 12 | +0.0% |
| Revenue (order data) | $800.26 | $795.05 | -0.7% |
| ROAS | 5.99x | 4.07x | -32.1% |
| Impression share (Google) | 23.7% | 30.8% (Oct 7–9 only) | +7.0 pts |
| Share lost to rank (Google) | 76.2% | 69.2% | -7.1 pts |
Impression share rose about 7 points, as intended. But the extra impressions did not turn into clicks (clicks flat while impressions rose 33%), the average click became 45% more expensive, and spend rose 46% for the same 12 orders. ROAS fell from 5.99x to 4.07x, which is still above the 2.85x plan, so the campaign remains profitable; the question is whether the extra spend is worth its result.
Decision rule for Oct 19: if CTR is still 0.70% or lower and orders are under about 15 per week, lower the ceiling to $0.90. Status today: CTR 0.61% (condition met so far) and 12 orders in 8 days, a pace of about 10 per week (condition on track). Four more days of data (Oct 15 to 18) can still change the picture.
Test 2: Age Defying Serum landing page (Oct 6 to Nov 3)
A Google Ads experiment (Oct 6 to Nov 3) splits the Search Brand 'Products' campaign 50/50. The only difference between the two arms is the landing page of one ad group, Age_Defying_Serum_EX: the product page for the control and an advertorial page for the test. All other ad groups are copied unchanged into the test arm with the same pages.
1. Campaign totals (Oct 6 to Oct 14, all ad groups)
| Arm | Impressions | Clicks | Spend | Orders | Revenue | ROAS |
|---|---|---|---|---|---|---|
| Control campaign, all ad groups (product page) | 476 | 108 | $66.68 | 4 | $293.33 | 4.40x |
| Test campaign, all ad groups (advertorial page in one ad group) | 424 | 100 | $67.89 | 7 | $779.49 | 11.48x |
2. The ad group where the pages differ
| Arm | Impressions | Clicks | Spend | Orders | Revenue | ROAS |
|---|---|---|---|---|---|---|
| Control (product page) | 40 | 5 | $5.10 | 1 | $61.98 | 12.15x |
| Test (advertorial page) | 28 | 5 | $3.89 | 1 | $110.09 | 28.30x |
Each arm has 1 order in this ad group, so the ROAS figures in this table carry no information.
3. An ad group where both arms use the same page (Ex_2200_HairSerum)
| Arm | Impressions | Clicks | Spend | Orders | Revenue | ROAS |
|---|---|---|---|---|---|---|
| Control (same page as test) | 426 | 103 | $61.58 | 3 | $231.35 | 3.76x |
| Test (same page as control) | 386 | 93 | $62.86 | 6 | $669.40 | 10.65x |
Table 3 compares two identical ad groups and still shows 3.76x vs 10.65x ROAS (3 vs 6 orders). That gap is chance. It also drives the campaign totals in table 1 (4.40x vs 11.48x), because 95% of control clicks and 93% of test clicks sit in that ad group. Campaign-level results say nothing about the landing pages.
The ad group that does differ (table 2) has 5 clicks per arm after 9 days, about 0.6 per day. By Nov 3 that is roughly 16 clicks per arm. Separating two landing pages needs several hundred clicks per arm, so this ad group cannot produce a result in the test window, and extending the dates does not fix it because the low volume is structural.
A. Keep the test running as a directional check only and make no decision from it (costs nothing).
B. Redesign it on the Hair Serum ad group, which receives about 20 times the clicks (about 11 per day per arm), so a result becomes possible within weeks. This requires agreeing which landing page to test against the Hair Serum product page.
C. Stop it and avoid spending time on a result that cannot arrive.
Option B is the only one that answers the original question.
Store context
Google Search and Shopping are about 2% of the store's paid spend and 14% of its orders. Store-wide orders on Mon to Wed were flat vs the same days last week, while store-wide orders rose to 66 to 84 per day on Oct 8 to 11, which is why the comparison uses the same weekdays instead of a trailing window. A payment-decline spike on Oct 12 (20.6% of orders vs about 7.6% normally, all issuer declines) returned to normal on Oct 13.
Do not touch
- CPC_Core (Search Brand, manual bids): 7.02x this week to date at 94% impression share.
- The 'the spa dr' exact keyword in Core: 218 clicks and 23 conversions since Sep 28 at $1.07 per click (Google Ads data).
- The HairSerum_Reviews ad group in Search Non-Brand: at least $985 of the campaign's $1,284 over 30 days.
- Shopping bid ceiling at $1.04 until Oct 19, so the decision rule is applied to a full set of days.
Next steps
Read Oct 12 to 18 and apply the rule: if CTR is still 0.70% or lower and orders are under about 15 per week, lower the ceiling from $1.04 to $0.90. Do not go back to $0.80 and do not raise it.
Decide between keeping it as a directional check, redesigning it on the Hair Serum ad group, or stopping it. Stop quoting campaign-level totals for this test.
Cap the cost per click of 'spadoctor' and 'thespadoctor' (move them to a manually bid campaign near $1.50, or raise Core's ROAS target in steps). Do not pause them: they convert.
Pause 'the spa dr reviews' [exact] ($61.31, 27 clicks, 0 conversions in 30 days) after a final check on a fresh window; leave HairSerum_Reviews untouched.
The three nightly rules that adjust Search Brand keyword bids have no owner. The proposal to fix the one-direction bid increase in CPC_Core (bids at about 2.15 times real CPC when measured on Oct 1) is still pending a decision.
The new serum (product code 2200-CP) is already set up in the data. Plan Search keywords and ad groups for it, and use that code in campaign and ad group names so it is reported separately from the current Hair Serum. The on-sale date is still to be confirmed.
Re-check Shopping feed health. The last full check (Sep 25) found about 18.5% of the catalog disapproved, which limits what Shopping can show regardless of bids.
The plan assumes an average order of about $54, while actual AOV is $91 this week to date and $73 last full week. That makes the order-count plan unreachable at the real order size; ROAS is the cleaner yardstick until it is refreshed. October daily plan values are also flat across days.
Data notes
- Sources: orders, revenue, ROAS, CPA and AOV from the company's order data (CDP, query 2635, 1-day click attribution). Impression share, campaign status, bidding settings, keyword and change history from the Google Ads API on Oct 15. Microsoft Ads figures come from the same order data. Platform-reported conversions are not used.
- Oct 14 is the latest closed day. With 1-day attribution its orders can still rise slightly, while the comparison days (Oct 5 to 7) are fully settled, so this week to date is, if anything, understated. Google Ads shows more conversions than the order data on Oct 14 and 15 (11.3 vs 6 on Oct 14), mostly in the Hair Serum ad group; the order data is the number used here.
- Plan: October tab of the team's targets sheet (Google only; no Microsoft Ads and no Demand Gen). Daily plan values are identical across October days, so the three-day plan is three times the daily value.
- Microsoft Ads is compared one day earlier than Google (Sun to Tue instead of Mon to Wed) because its dates run offset by one day in the order data.
- Impression share is reported by Google with a delay of several days; the latest complete day is Oct 9, so the Shopping impression share comparison uses Oct 7 to 9 after the change.