A guide to maximize your Dolnai results and boost your profits

1. Create a Shopping Report

After adding you account to your profile in Dolnai, you need to create a Shopping report. It is very simple: just log in Dolnai and click New Report > Shopping > Select Account > Select Date Range > Run.

• If you run e-commerce: You can customize the ROAS thresholds to your liking to categorize your products into 4 groups.
• By default: Active campaigns will be analyzed. If you only want to analyze specific campaigns, you can select them by clicking Edit.
• For periodic reports: Click Periodic, select the frequency and start date, then click Run.

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2. Read the Report

The report will finish in a few minutes; depending on the account size and the selected date range, it may take a few hours. To view the results, click the cross icon in the upper right corner.

You can download it as an Excel spreadsheet or view the online version by clicking Shopping.

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3. View Report Results

a. Products

In this section, you will see the channel distribution for your product feed ads. You will also find a summary table showing the overall performance of your products grouped into categories (remember you can adjust these thresholds when launching the report):

Summary Table: Product Performance by Category

It is very common for Pareto's Principle to apply—especially in Pmax. When there are many products, Google tends to focus on showing those that have performed best, concentrating conversions into just a few items.

In this case, we see that 12% of the cost from product feed ads generated 68% of the conversion value, while 34% of the cost yielded no conversion value at all.

There are several strategies to resolve this situation and improve overall budget performance. To do so, the first step is to upload product custom labels to Merchant Center from the Products by ROAS section following these instructions.

We encourage you to read this article if you want to learn more about the strategies you can use to categorize products based on performance.

In the following subsections, you can view product performance organized by these categories:

• Converters: Products that converted during the period.
• Wasted Budget: Products that had clicks and spent budget, but did not convert.
• Ugly: Products with impressions but no clicks.
• Ugly 365: Products with no clicks in a full year; evaluate whether to remove these products from your campaigns.

*Products with zero impressions will not appear in the report.

Remember to confirm your changes in the Actions section.

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b. Spatial KPIs

You can analyze performance by day and hour. The goal is to show your ads only during the hours that yield results, maximizing your budget efficiency. Here is a full post where we explain this strategy.

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Analyze the Dashboard over an extended timeframe (such as 365 days) to determine the optimal days and times for your ads, driven by actual CPA and ROAS performance.

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We also encourage you to review the GEO Map section:

• User Location: Where the users who interacted with your ads are located. Pay attention to whether the column indicates "present in" or "interested in". Exclude locations where you haven't generated conversions or where the cost was too high.
• Targeted Locations: The locations you have set and excluded in your campaigns.
• Overflow: Check if Google is displaying ads to users outside your chosen areas due to selecting the "presence or interest" option. Consider changing this setting strictly to "Presence", or manually excluding areas where you do not want to appear under any circumstances.

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c. N-Gram

• N-Gram 1 ST: Breaks down search terms into single words, highlighting overall performance, which search terms they were included in, and in which campaigns. You can select them and click Push to add them as negative keywords to your account (choosing the specific list, campaign, account, and match type).
• N Gram 2 & N gram 3

Remember: Confirm your changes in the Actions section; we provide a step-by-step walkthrough in the video.

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d. Competitors

To view this section, you must grant access to dolnai@dolnai.com in your account. You will be able to see expanded competitor insights per campaign, distinguishing between Search Network ads and product feed ads.

If you have granted access but see no data, it is likely because your account hasn't reached the 10% Impression Share required by Google to provide this data.

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e. Lost Opportunities

Find products with good CPA o ROAS and try to relocate them or change their bid to increase their clics and get more profit.

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f. Cross Negatives

When a search term triggers ads in two ad groups, Dolnai will suggest a cross-negative keyword to ensure it routes to the most relevant group in each case.

If you have any questions, feel free to contact your Account Manager. If you aren't a Dolnai client yet, start your free trial today!

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