Are there any adjustments needed after the segmentation of campaigns?

We recommend assessing this opportunity at least 2 weeks after setting up Cobiro Label Manager on your campaign. Below you’ll find the most common scenarios that may require adjustments at this point:

a) Campaign with Jumpers and/or Sleepers performs better than Winners and/or Prospects.
Reason: Multiple, such as price or other market factors, which were beyond our control.
Recommendation: Assess if the overall performance of all Cobiro Label Manager campaigns fulfils your expectations on ROAS and revenue.  Do not make any adjustments to the structure after the first 2 weeks unless absolutely necessary, because the campaigns may still be in the learning phase. Please keep in mind that the tool is designed to be self-correcting and on the next segmentation analysis, those products which started to shine will likely go to the upper segment by making the top-tier campaign performance better. 

b) Total ROAS from all Cobiro Label Manager campaigns is below expectations
Reason: Multiple, such as price or other market factors, which were beyond our control.
Recommendation: First, analyze which segments are performing the worst. As described above, sometimes these may be Prospects or Jumpers who underdeliver. You aim to disable the worst-performing segments bottom-to-top, which will improve your ROAS but also may lead to conversions dropping as well. Then, after the next Label Manager analysis is finished, reinstate the disabled segments and give them another chance as the products inside them were updated.

c) Winners and/or Prospects campaign(s) is underperforming
Reason: Too small number of products in the campaign 

Recommendation: Regardless of whether the campaign has only one of these segments or both of them, it’s common for these 2 segments to have too few products. Given that the general rule of thumb is to have as close to 300 products (or more) in one Shopping campaign, there are multiple ways to address this problem:
1. Merge Winners and Prospects into one campaign, if already done, add Jumpers. Your goal is to have more products advertised in one campaign.
2. Lower your break-even ROAS in Cobiro Label Manager settings, which will bring in more products to the top three segments, thus making the campaign bigger.

d) Campaigns were underperforming because of Conversion tracking issue

Reason: No conversions recorded inside of Google Ads make product performance worse than it really is.

Recommendation: Here a sort of reset is required. We suggest using one of the two ways below:
1. Enabling all the segments and letting all products go for a week or two so Cobiro Label Manager gets new data and redistributes products accordingly. 

2. Increase the Lookback Window to cover beyond the point where conversion tracking problems started, but this should be reverted in a week or two so Label Manager keeps operating on fresh data. 

We encourage you to report your specific cases and needs to our support team while we improve our data integration to account for more factors over time.