Google Shopping & PMax Optimaliseren voor Winst

Google Shopping & PMax Audit

Performance Review for Dr-Lifestyle / King Active

Period: Last 12 Months

Account Scorecard: The Big Numbers

€40.567

€69.613

1.72

€32.08

Executive Summary: Winners vs Losers

• Brand Campaign: 3.76 ROAS (Consistent Profit)<br>• PMax-4: Scalable Winner (€32k Revenue, 2.98 ROAS)<br>• Brand Terms: 'king active' converting at 4.5+ ROAS

• PMax-5 EPW: The 'Bleeder' (€13.9k spend, 0.25 ROAS)<br>• Generic Terms: 'Erectiepillen' high cost, low return<br>• Technical Risk: Split conversion tracking (potential double counting)

Campaign Performance: Where is the money going?

Problem Focus: PMax-5 EPW

Spend: €13.897<br>Revenue: €3.534<br>ROAS: 0.25

This campaign consumes 34% of the total budget but delivers only 5% of revenue. The asset group targeting is ineffective for the cost.

ACTION: PAUSE IMMEDIATELY

Product Profitability: Package Size Matters

The '20 caps' pack is the core profit driver (ROAS 2.60).

The '10 caps Aanbieding' has high volume but low return. The 'Offer' label may be attracting low-intent clicks.

Entry level (5 caps) and generic 'Pure Power' are burning cash.

Tracking & Measurement Health

CRITICAL ISSUE: Double Counting Risk

Two primary conversion actions are recording values simultaneously:

1. Aankoop Kingactive (Oud)

2. Gads - Kingactive.com

Fix: Select one primary source (GA4 or Tag) and set the other to 'Secondary' to prevent inflated ROAS reporting.

Search Terms: Generic vs. Brand

<strong>The Good:</strong> Branded search is highly profitable (ROAS 3.76+).<br><br><strong>The Bad:</strong> Generic terms like 'erectiepillen' (ROAS 0.78) are too expensive for the current conversion rate.<br><br><strong>The Ugly:</strong> Informational searches like 'gevaarlijk' (dangerous) or 'bijwerkingen' cost money but usually don't convert fast enough.

Immediate Steps: Stop the Bleeding

1. Pause PMax-5 EPW Campaign

Save ~€1.1k/month in waste. Reallocate budget to PMax-4.

2. Add Heavy Negatives

Exclude 'erectiepillen', 'gevaarlijk', and 'bijwerkingen' at account level.

3. Exclude '5 Caps' & 'Pure Power'

Remove low-margin and zero-conversion products from Listing Groups.

Growth Phase: Scale the Winners

Consolidate PMax

Merge budgets into PMax-4. Increase tROAS target incrementally to improve efficiency.

Brand Defense

Max out impression share on 'King Active' terms. Add 'Exact Match' for high intent queries.

Fix Technicals

Deduplicate conversion actions to get real data. Verify Enhanced Conversions for accurate attribution.