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Multi-store

Multi-store is a set-up in which one owner runs two or more online stores or brands, either in one Google Ads account or in separate accounts.

How it works

In Merchant Center, a business with several brands can use an advanced account: one account per brand, each with its own website and product data, with shared user access and reporting. In Google Ads, the stores can share one account or each have their own, run together from a manager account.

When stores share one Google Ads account, three things mix:

  • Conversions. Google Ads groups conversion actions into account-default goals by category and source, so both stores’ website purchases land in one conversion goal. If both purchase actions are primary, every campaign on default goals bids for both. A custom goal with only one store’s purchase action keeps that store’s campaigns learning from its own sales.
  • Budget and targets. A campaign has one budget and one target, so each store needs its own campaigns for its own budget and target ROAS.
  • Auction. Two stores with one catalogue go after the same searches with one owner’s money. Google’s Unfair advantage policy bans trying to show more than one ad for your business in one ad location. It also asks each site to offer distinct value, not similar products and prices.

Our guides cover several stores in one Google Ads account and a second store or a new category.

Example

Example store, not client data.

The tableware shop’s owner opens a kitchen textiles store in the same account. In a month, tableware spends 40,000 and brings 180,000 of revenue; textiles spend 8,000 and bring 24,000. Account ROAS is (180,000 + 24,000) ÷ (40,000 + 8,000) = 4.25. Store by store, tableware’s ROAS is 4.5 and textiles’ is 24,000 ÷ 8,000 = 3.

Not to be confused with

  • Channel cannibalization — your own channels competing for one buyer. Multi-store is a set-up; two stores with one catalogue can cause cannibalization.

Right and wrong readings

  • Wrong: “Account ROAS is 4.25, so both stores are above 4.” Right: the account total blends the stores: the textiles store’s 3 sits inside the 4.25. Read each store on its own campaigns and purchases.

Sources