The goal of a “Bestseller” campaign is not to replace the basic structure of your existing campaigns but to give extra attention to your bestsellers and extract even greater performance from them.
There are multiple ways to define your bestsellers, depending on the channel you’re analyzing. Here are your main options:
TIP: If you are segmenting based on Meta or Google Ads data, keep the following in mind: Meta bestsellers often perform well on Google Ads, making them a strong cross-platform opportunity. However, Google Ads bestsellers frequently don’t deliver the same results on Meta channels.
When identifying bestsellers, you can focus on either the number of sales or the conversion value.
For the best results, consider a balanced approach: prioritize products with both high sales and high revenue, then tailor your campaigns based on your goals—boosting reach with popular items or driving profits with high-value products.
TIP: If you have sufficient conversion data, consider inluding the ROAS metric for each channel into your segmentation formula. A combination of a decent number of sales, high revenue, and sustainable ROAS can help identify products with the best possible performance. However, keep in mind that your campaigns should generate at least 30 conversions per month.
If you don’t have enough conversions or products, it’s better to start with just one campaign. There are two different approaches to structuring your Asset Groups:
Instead of launching a single campaign, you can segment “best of category” products and place them into separate campaigns. For this approach, you’ll need to include more products; we recommend having at least 20 products in each category.
Segmenting by main categories can be beneficial, as it will result in more items per segment compared to segmenting by subcategories.
This approach also allows for more flexibility with bidding, as different categories may have varying targets or profit margins.
In this example, we will use a campaign structure based on overall sales data from Google Analytics 4. These campaigns will be organized by “best of category,” each with different ROAS targets. Basically it will look like this:
At the very beginning, you need to have your overall data in your data source. With Dotidot this can be achieved pretty easily:
TIP: While a 30-day period can provide more accurate data, it may not offer enough information to reliably identify your bestsellers. You must strike a balance between having sufficient data and ensuring accuracy.
In this case we want to create product sets that filter out products based on the desired structure. So lets show how it’s done all three campaigns:
To filter out the top 10% of sportswear products, follow these steps:
Now, do the same for the 'Best of Nutrition' and 'Best Workout Accessories' product sets. The only difference is selecting 'Count' instead of 'Percent' and entering the number condition.
The easiest part. Basically you only need to set up campaigns that combine your product set along with goals. So with our example:
You can also divide your asset groups into subcategories. For example, you might want to structure your asset groups for Sportswear into t-shirts, leggings, shorts, underwear, etc.
That's it! You've just launched your bestseller campaign strategy. May your Pmax thrive!