A new CSS campaign, as every new campaign on Google Ads, will experience a learning period during which the campaign will not perform at its best. Therefore, you might consider using a lower budget during this initial phase and adjust it after the learning period has ended (up to 15 days from the start of the campaign).
When it comes to campaign creation, you can decide to set up a Performance Max campaign and benefit from the CPC drop. There are many strategies you can use when creating a new Cobiro CSS campaign, here follows some of them:
Your existing Performance Max campaign is already performing well
Create a parallel campaign, so you can do double bidding (show more products for the same search query), getting more clicks at a lower CPC, and at the same time being able to compare the performances of the campaigns and adjust the budgets.
Your existing Performance Max campaign is not performing well
Consider pausing the campaign and creating a Cobiro CSS campaign. A CSS campaign allows you to be more competitive by entering every auction with the full bid. You do not have to pay any margin beforehand as it is the case with Google Shopping CSS.
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