The BEST Way To Scale Ecommerce Brands Using Google Ads

Summary

This video offers an in-depth look at a successful Google Ads strategy for e-commerce brands, focusing on long-term growth rather than short-lived tactics. The presenter shares a detailed blueprint involving a mix of campaign types, including Performance Max, Shopping, and Search campaigns, each tailored to specific goals like acquiring new customers or capitalizing on branded terms. The strategy emphasizes the importance of a high return on ad spend and provides practical advice on campaign setup, bidding, and exclusions to ensure maximum effectiveness and profitability.

Takeaways

• 📈 The speaker has a decade-long track record of scaling e-commerce brands to eight figures using Google Ads, focusing on sustainable strategies rather than short-lived tactics.
• 🔍 A robust Google Ads strategy involves a variety of campaigns designed to feed the algorithm and target high-intent purchasers across the Google Suite.
• 🛒 The speaker emphasizes the importance of creating campaigns with specific purposes that complement each other, rather than a one-size-fits-all approach.
• 💡 The account example shared spent $26,000 over 30 days, achieving a 2.96 return on ad spend, demonstrating the effectiveness of the strategy.
• 🚀 The 'Performance Max Scaling Campaign' is highlighted as a key component, focusing on acquiring new customers by excluding brand terms and bidding for new customers only.
• 🔍 The 'Performance Max DSA Hybrid Campaign' is introduced as an innovative approach to dynamic search ads, using headlines, descriptions, and search themes without a shopping feed.
• 🏷️ A 'Branded Shopping Campaign' is crucial for driving branded shopping conversions and preventing cannibalization of brand terms by Performance Max campaigns.
• 🔗 The 'Brand Core Exact Search Campaign' is designed to capture high-intent branded search traffic, ensuring that brand-specific searches are not intercepted by competitors.
• 🔍 The 'Non-Brand Search Campaign' is recommended to include a mix of broad and exact match keywords, with a focus on high-value terms.
• 📊 Detailed campaign setup instructions are provided, including bidding strategies, audience targeting, and asset creation, to ensure campaigns are optimized for performance.

Q & A

What is the speaker's claim about their experience with Google ads?

The speaker claims to have helped numerous e-commerce brands scale their revenue from seven to eight figures using Google ads over the past decade without relying on short-term strategies.

What does the speaker emphasize as the key to a good Google ads strategy?

The speaker emphasizes that a good Google ads strategy is about creating a variety of campaigns that work together to feed the algorithm and cast a wide net to find high-intent purchasers across the entire Google suite.

What are the different types of campaigns the speaker mentions in their account structure?

The speaker mentions using two Performance Max campaigns, one Shopping campaign, and two Search campaigns in their account structure.

How does the speaker differentiate the first Performance Max campaign from typical setups?

The first Performance Max campaign is set up to acquire new customers only by using a brand exclusion and is focused on non-brand terms.

What is the purpose of the second Performance Max campaign in the speaker's strategy?

The second Performance Max campaign serves as a search campaign, running as a dynamic search ad without a shopping feed, and is designed to capture non-branded traffic.

Why is the branded shopping campaign important in the speaker's strategy?

The branded shopping campaign is crucial to drive branded shopping conversions and to prevent the Performance Max campaign from cannibalizing its success with branded terms.

What is the role of the brand core exact search campaign in the speaker's strategy?

The brand core exact search campaign is designed to capture high-intent traffic searching for the brand specifically, ensuring that these potential customers are not taken by competitors.

How does the speaker recommend setting up the non-brand search campaign?

The speaker recommends using a mix of broad and exact match keywords within the same campaign for the non-brand search campaign, without worrying about overlap, as the algorithm has evolved to handle it effectively.

What is the significance of the high return on ad spend (ROAS) target in the branded shopping campaign?

Setting a high ROAS target in the branded shopping campaign helps to ensure that only the most valuable and high-intent conversions are targeted, filtering out less valuable ones.

What is the 'pmax DSA hybrid campaign' mentioned by the speaker?

The 'pmax DSA hybrid campaign' is a Performance Max campaign set up to function like a dynamic search ad (DSA), which is a strategy that has been adapted due to the phasing out of traditional DSA campaigns.