@Stephen Gache @Stephen Gache These are definitely hard to troubleshoot if you're seeing people get to the ad the cart, but then they don't actually begin checkout. You're going to want to absolutely test to check out process for this campaign and the landing pages and make sure that there's nothing different or causing bugs. Definitely test it on mobile versus desktop and also on iOS versus android as well or Mac versus Windows. I've had bugs where it doesn't allow people to check out, but it's only on Windows for example. Is this campaign also targeting different products than your other ones? If it's targeting different products, then that would be my first suspicion to look at too to figure out why people aren't ending up buying these products. I would definitely do some competitor research as well to see if there is a major price discrepancy as to why people are not buying this product versus some of my other ones. Other things to think about is this product below the price threshold of things like free shipping like when they do add it to car are they having issues with 404 pages or anything like that? I actually over Christmas had two different websites. I was trying to buy Christmas presents from for my niece and her boyfriend and both of them had website issues where I could add to cart, but I couldn't begin check out. It actually would start to have technical problems and the page wouldn't load. So definitely testing your checkout process is going to be your best bet but think of other things too that could be causing friction as to why people weren't won't continue the buying process such as price, free shipping, etc.

@Peter Sandor Google ads does not offer a way to exclude VPN traffic currently. In your audiences, you can exclude traffic that is labeled as "unknown." This would likely include VPN traffic but I would not recommend it at all. It will include lots of unknown users most of them because they're not signed into a google ads account. It's going to be 50% or more of your traffic and exclude most converters. So it's not worth it.

@Asifa Khan Not directly unless you have the IP address. You can do IP address exclusions. The best way to get google to better understand bad leads from good leads is to setup offline tracking where you're able to import data back in that says how many leads were qualified, good, bad, closed, etc. Its mostly helpful because you'll be able to identify which campaigns are converting into quality leads and which ones are just driving lower quality leads.

@James Grasty You're doing the right things then. Just focus on the basic A/B testing and pay attention to your actual ROAS or CPA results and let that guide you. Don't focus too much on Googles scores. They are not 1:1 with actual results that matter and it's very difficult to influence their quality rankings quickly or at all at times. Another example, I can remember from the past as I had a plumber that also did water heating. When we ran ads for water heaters, we got horrible quality scores on our keywords, even though it converted at 20% and had a massive click rate as well. Our website and add copy was littered with the words water heater and we never saw these quality scores go up so we just quit caring because while we knew it was driving up her CPC cost to have low scores, we were getting great results and doing everything we could to just improve our end result so we couldn't do much more than just execute the basics well.

@James Grasty In theory, yes, however, your impression share is how much you're showing up for out of the total impressions that you're already eligible for. This number can change when you start to change your targeting and bids. So in theory increasing up to 45% would get you there, but it's almost certainly going to change as you scale because your bids will have to change. Scaling is so hard to predict how much cost will increase to overtake impression share from the other advertisers in your space. At the end of the day, you'll need to be getting more clicks and that CPC is going to go up. So when I scale a business, I keep looking at the contribution margin of the scaling and measuring month over month if I'm continuing to scale my profits even if my costs are going up. At some point, there will be an inflection point where the cost for acquisition will exceed what you're able to profit from the ads and this will be your ceiling unless you want to acquire new customers at a loss because the lifetime value will be higher. I generally just tried to keep measuring the stats because they are real and most of the theoretical stats never end up playing out how they should. Kind of just have to try it.

@Moe Green I prefer running my ads through standard shopping because 100% of my budget will go to Shopping ads. Do a test. See how much your Pmax has spent in the last 30 days. Then go to products > Brands See how much money was spent. If your Pmax spend on products is significantly lower than the actual campaign spend its likely spending a lot of money on branded search ads and remarketing. Check the ROAS difference too. It might surprise you. If your Pmax is spending barely any money on shopping ads then the overall campaign numbers are not accurate to compare to your standard shopping campaign.

@James Grasty Increasing your CTR through quality ad copy that has strong keywords in the titles, headlines, descriptions, etc. Quality Landing Page that has strong keywords throughout the page. Overall just the regular best practices that you would constantly try to A/B test in improve normally with your ads. This is why I stopped focusing so much on it. Because if I just focused on what was already going to improve my ads and landing pages to improve my conversion rates, ROAS, CPA etc it should naturally improve these scores too. For context in the past, I've had quality score ranks on keywords be very low even though my click through rate was extremely high. The relevancy was extremely high. The website was extremely relevant, but Google will still give me a low rating. I tried to test ad copy and all sorts of things to improve it and nothing seemed to really improve it. When it did improve, it took weeks or months to notice. Sometimes my best performing keywords were some of my lowest quality scored keywords. I realize I couldn't really change Googles mind on this very easily so I focus more on just doing what would improve my actual core KPIs. I realize it was silly to try to pause out low quality score keywords at times or focus on ad copy because my results were not very reflective of Google scores most of the time. For example, I also don't use the full amount of titles and descriptions often because I want to limit the number of potential variations its testing (faster results). Google will rank these ads of poor quality because I'm not filling them out completely but the results from these "poor" ads often outperform my excellent rated ads that are filled out completetly. So I just don't care where Google says. Results always are the best metric to pay attention to.

@King Roas Disable them all except for maybe non-serving keywords and upgrade your conversion tracking to data-driven attribution.