The BEST Way To Scale Ecommerce Brands Using Google Ads
Summary
TLDRThis 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
- đ 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.
- đ A robust Google Ads strategy involves a variety of campaigns designed to feed the algorithm and target high-intent purchasers across the Google Suite.
- đ The speaker emphasizes the importance of creating campaigns with specific purposes that complement each other, rather than a one-size-fits-all approach.
- đĄ The account example shared spent $26,000 over 30 days, achieving a 2.96 return on ad spend, demonstrating the effectiveness of the strategy.
- đ 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.
- đ 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.
- đ·ïž A 'Branded Shopping Campaign' is crucial for driving branded shopping conversions and preventing cannibalization of brand terms by Performance Max campaigns.
- đ 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.
- đ The 'Non-Brand Search Campaign' is recommended to include a mix of broad and exact match keywords, with a focus on high-value terms.
- đ 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.
Outlines
đ Google Ads Strategy for E-commerce Growth
The speaker shares their decade-long experience in scaling e-commerce brands using Google Ads, emphasizing long-term strategies that adapt to algorithm changes. They outline the importance of a diverse campaign structure to feed the algorithm effectively, focusing on high-intent purchasers across the Google Suite. The speaker refutes the notion that only Performance Max campaigns are effective, showcasing an account that spends $26,000 and achieves a 2.96 return on ad spend. They detail the purpose of each campaign type, including Performance Max for new customer acquisition, a hybrid Performance Max campaign acting as Dynamic Search Ads, and a branded shopping campaign to capitalize on high-intent branded searches.
đ Setting Up Effective Google Ads Campaigns
The paragraph delves into the specifics of setting up Google Ads campaigns for maximum efficiency. It covers the core Performance Max campaign, focusing on acquiring new customers with a brand exclusion and bidding strategy. The speaker advises on proper conversion goal setup, campaign optimization for customer acquisition, and budget allocation. They also discuss the importance of location and language settings, as well as the use of automatically created assets. A workaround for brand exclusion is provided for accounts without a large audience segment, ensuring that the campaign targets new customers effectively.
đ·ïž Targeting Branded and Non-Branded Searches
This section focuses on the intricacies of a branded shopping campaign aimed at driving conversions for branded keywords. The speaker explains the rationale behind setting a high target return on ad spend to filter high-intent traffic and discusses the impact on keyword targeting. They also cover the brand core exact search campaign, emphasizing the importance of focusing on the most critical branded search terms to prevent competitors from capturing that traffic. Additionally, the paragraph addresses the setup for a non-brand search campaign, recommending a mix of broad and exact match keywords and advising on bidding strategies.
đ Optimizing Google Ads for Long-Term Success
The final paragraph provides guidance on optimizing Google Ads campaigns for long-term success. It touches on the importance of starting with a Max Conversions bidding strategy when setting up new accounts and then transitioning to Target Return on Ad Spend after a period of data accumulation. The speaker advises on the balance between broad and exact match keywords, suggesting a ratio and highlighting Google's ability to effectively manage broad match keywords. The paragraph concludes with a call to action for viewers to apply the strategies discussed and to seek further guidance on campaign structures based on their spending levels.
Mindmap
Keywords
đĄGoogle Ads
đĄPerformance Max Campaigns
đĄReturn on Ad Spend (ROAS)
đĄBrand Exclusion
đĄShopping Campaign
đĄSearch Campaigns
đĄDynamic Search Ads (DSA)
đĄBroad Match Keywords
đĄExact Match Keywords
đĄBidding Strategy
Highlights
Helped e-commerce brands scale revenue using Google ads without short-term strategies.
Focus on a variety of campaigns to feed the algorithm and find high-intent purchasers.
Creating interconnected campaigns, each with a specific purpose.
Performance Max campaigns can work effectively when set up correctly.
Use brand exclusion and bid for new customers only in Performance Max campaigns.
Performance Max campaign set up as a dynamic search ad without shopping fees.
Branded shopping campaign to drive branded shopping conversions.
Avoid relying on branded terms in Performance Max campaigns without brand exclusion.
Brand core exact search campaign to capture high-intent branded search terms.
Standard non-brand search campaign with a mix of broad and exact match keywords.
Importance of setting up conversion goals correctly in Google Ads.
Optimized campaign for acquiring new customers and bidding strategies.
Setting up merchant center and shopping feed correctly for e-commerce.
Budget setting based on average order value and cost per acquisition.
Using location settings to save budget and target the right audience.
Automatically created assets can be beneficial in Performance Max campaigns.
Brand exclusion list as a workaround for customer acquisition in Performance Max campaigns.
Setting up DSA Performance Max campaign to target non-brand terms.
Branded shopping campaign with a high target return on ad spend for high-intent conversions.
Brand core exact search campaign to dominate branded search terms.
Non-brand search campaign with a mix of broad and exact match keywords for scalability.
Recommendations for campaign structure based on ad spend levels.
Transcripts
over the past 10 years I've helped
dozens of e-commerce Brands scale from 7
to eight figures using Google ads and
I've always done this without using
strategies that only last one or 2 weeks
everything we are focused on is feeding
the algorithm with the exact killer
system that I'm going to go through
today in this video I will reveal my
exact Google ad strategy so you can copy
and paste this blueprint into your
e-commerce business today let's go so
first things first what makes a Google
ad strategy actually good a really solid
fundamentally working Google ads
strategy is always about a variety of
campaigns that are all working to feed
the algorithm so what makes a Google ad
strategy actually good is being able to
cast a decently wide net that you could
find high intent purchasers no matter
where they are no matter what they're
doing across the entire G Suite how we
like to do that is by creating a variety
of campaigns all of which kind of speak
to one another and ultimately each of
these campaigns have their own specific
purpose what you might have been told
recently is that you should only run
performance Max campaigns or maybe the
opposite I'm here to tell you that it
all works in some capacity jumping
inside one of our Google account that's
performing exceptionally well just to
give you an example this account is
spending over the last 30 days $26,000
it's driven a 2.96 return on ad spend or
$777,000 in Revenue a decently sizable
account and ultimately an account that
has worked very well with the structure
that we've set it in what we're looking
to break down here is each of the
campaigns all of the campaign types and
specifically the purpose of every single
one of these campaigns what you're going
to notice first is that we have two
performance Max campaigns one shopping
campaign and two search campaigns I'll
just give you a little bit of breakdown
so the very very first campaign we have
here is our performance Max scaling
campaign this is a non-brand performance
Max campaign the core of this campaign
and why this is so different than how
most people are setting up their
accounts is we are using a brand
exclusion and we're bidding for new
customers only so the most important
part about what we're doing here is that
in this performance Max campaign we are
allowing this only to find new
incremental customers for our business
that is very very different than how a
normal performance Max campaign works
this would be considered our new
customer performance Max campaign the
second campaign is actually a
performance Max campaign that is serving
as a search campaign this is something
that we've seen work tremendously well
it has worked in a completely different
way than most DSA or search campaigns
have worked in the past but it's kind of
held up to its own what we're doing here
in this DSA campaign or I should
actually say in this performance Max
campaign is we're giving it no shopping
fees so this is one of the only times
when I'm not giving a performance Max
campaign any shopping feed whatsoever
instead we're hooking this up with all
of our headlines all of our descriptions
all of our la headlines and all the
necessary search themes that we need to
ultimately allow this performance Max
campaign to run as a dynamic search ad
so a DSA also known as Dynamic search
ads have been slowly getting phased out
over the last year now this performance
Max setup actually changes that a little
bit this pmax setup allows a DSA
campaign to work we call it a pmax DSA
hybrid campaign because it's technically
a performance Max campaign but it's
actually serving as a dynamic search ads
campaign moving on to our Third campaign
we have a standard shopping campaign
this is is actually a little bit
different than a regular shopping
campaign because the goal of this
campaign is to actually drive branded
shopping conversions here's what happens
if you don't have this branded shopping
campaign and you run performance Max
without a brand exclusion and I
guarantee N9 out of 10 of you have seen
this before you do really really well
with your performance Max campaign when
you're spending $3 $400 a day and then
you move it from 300 to 500 to 600 and
then all of a sudden your return on ad
spend starts to decline the very simple
reason for this is because your
performance Max campaign is being
boosted up by your branded terms it's
killing it because every time it tries
to scale it can't find conversions that
are as valuable as those so what we
normally see is our branded shopping
campaign usually returns at a very very
high return on adpen and we can see our
Target is actually 650 compared to our
Target row as for our performance Max
Campaign which is only 350 huge
difference the next campaign that we
have is a brand core exact search
campaign a call this brand Corey Zack
cuz it's meant to just be your most
critical branded Search terms don't get
this mixed up because a lot of people to
set up a brand search campaign and put
all of their terms in there anything
that might be related to their business
the reality is if you have a very very
very specific name or a specific product
chances are no one else is bidding on
that if I'm selling glassware and I have
glassware that has 14 sides and a flat
top bottom that might just be a little
bit too far I don't necessarily need
that to be my brand core exact but what
I do need whatever the brand name of
this glass is I need that to be my brand
core exact campaign the purpose purpose
of this campaign is to just capture the
90% of people who are searching for your
brand specifically and make sure they're
not getting taken by any of your
competitors and then finally your last
campaign is a standard non-brand search
campaign your non-brand search campaign
serves very similarly to this
performance Max DSA campaign except you
are specifically choosing the keywords
that you want one thing I always
recommend for anyone using non branded
search is generally speaking you want to
have Broad and exact match keywords
within the same campaign don't worry
about the overlap completely okay the
algorithm has changed tremendously you
ultimately need to feed the algorithm
with some just a few broad match
keywords but also really real things
back in with the most valuable exact
match keywords also okay so now I'm
going to break through the exact
settings for each of these campaigns so
starting first at our core performance
Max campaign this performance Max
campaign is what's driving the most
amount of business net new right at the
top make sure your conversion goals are
absolutely set to purchases or whatever
your conversion event is what you need
to make sure is that when you highlight
over this purchase event you don't see
three or four or five different purchase
events here that means you are double
counting also you should have a green
light here if you don't have a green
light here go into your settings and
check your conversion events so
critically important next piece here for
customer acquisition in N9 out of 10
cases you are going to select optimized
campaign for acquiring your customers
and then you are going to select only
bid for new customers in this very rare
case we have this account that doesn't
have a significantly large audience
segment so we can't bid only for new
customers now I'm going to show you the
workaround for how we could still
exclude brand and seches from this
campaign without selecting this setting
right here moving through the rest of
our settings make sure your merchant
center and shopping feed is set up
properly make sure your feed is in fact
to the right country of sale which in
this case is the United States and then
scrolling down to your budget obviously
you have to set your budget at your own
discretion I would generally make sure
your budget is at minimum as high enough
to get one to two conversions per day
based on your average order value and
your cost per acquisition ratio and then
for bidding definitely understand why
your return on ad spent is your return
on ad spent in this case we're setting
to a 350 cuz that's when we feel
comfortable acquiring new customers for
for this business make sure your
locations are set properly the United
States or whatever territories you're
available in and then when you go to
location settings really easy way to
save about 5% of your budget click
presents this bottom setting even though
this here is recommended clicking
presents is just going to cut out when
people are traveling when people aren't
actually available and I hate this last
part here people who have shown interest
in your included locations if I'm
planning a trip across the world I
shouldn't receive ads for your product
across the world this is e-commerce this
is not leg gen this is not in store so
we want presents finally moving down all
languages can be set and then for
automatically created assets because
we're using a performance Max campaign
here I personally feel comfortable with
text assets and final URL set some
people might not if you're in a
sensitive category if you're selling
multiple different products in very
different categories if you're in
Marketplace you might not want to have
these set up basically what this does we
allow Google to help you generate assets
for your ads using content from your
landing page domain and ads it scrapes
your website it comes up with headlines
that are most relevant for you generally
speaking it's pretty good moving down to
additional settings definitely make sure
you have UTM properly set up if you ever
want to track of Google analytics triple
whale or any of the other AD platforms
that we recommend definitely include
your final Ural suffix now the most
important part of this entire campaign
this is what I was talking about before
at the top here when I said the
workaround for customer acquisition this
brand exclusion list is what you need to
set up to exclude your current brand
from the performance Max campaign so if
we were Apple we name our list apple and
we just type in apple we select this
brand exclusion and we click save what
this is going to do is we are no longer
going to show up on any terms that could
be scraped from apple.com basically any
brand terms will be excluded now and we
almost see this work immediately and
it's going to be an account level brand
list that is only going to be applied to
this specific campaign so once you enter
in your brand exclusion that is the
final setting that you need to set up to
make this a specifically net new
customer acquisition performance Max
campaign moving forward to the next
campaign our DSA performance Max
campaign this is allowed to bid anywhere
at once it's allowed to bid equally for
new and existing customers we have no
problem with that however we are still
doing the same thing as before we are
excluding brand from here because we
want that branded search campaign to
really funnel in all of our branded
terms so first at the conversion goal
level we're making sure we have our
purchases properly set up we're bidding
equally for new and existing customers
because it's non-branded search it's not
just just a performance Max campaign
there's no merchant center actually set
up in this campaign because we don't
want this to serve on shopping that's
the purpose of the other performance Max
campaign scrolling down we do not need a
dynamic ads feed because we're going to
be using the actual website to be
scraped we're not going to be
customizing this ads feed with
personalized ad it's going to be a
little bit different for our budget of
course just set it to what you're
comfortable with I'd recommend this to
be about 10 to 15% of what you normally
spend across the account don't make it
that big this is new this is a little
little fresh so generally speaking we
don't want to go over the top something
like this automatically created assets
text assets and final URLs are on make
sure you exclude any pages on your
website that are not 100% applicable to
buying if you have a Blog if you have a
FAQ any pieces of your website that
ultimately do not sell for you exclude
them from here everything else is
exactly the same as the other campaign
we have that brand list exclusion down
here this is specifically going to make
sure we only target non-brand terms
which is ultimately going to make this a
new customer acquisition campaign okay
so our third campaign is a branded
shopping campaign this is a standard
shopping campaign that's specifically
meant to Target branded keywords you
notice 650 Target roow as very very high
when we go into the actual settings
everything set up just like a standard
shopping campaign and then yes it's
going to tell you every time like run
this as pmax run this s pmax don't it
has its own purpose here it's doing
something different than a performance
Max campaign would do for you what we
like to do here is we definitely want to
make sure our goals are set up properly
we're using our account go settings
which are conversions and in this case
are going to just be purchases we also
have our merch and Center setup and
we're using all feeds from the product
totally normal settings the same things
we've run on performance Max same things
we've previewed two times already for
our bidding that's super high return on
ads spend so the reason for this is
actually quite simple when you have a
super high threshold of 650 per what
that's creating for you only the
keywords and only the Search terms and
the people that are above or right
around this 650 are going to be able to
purchase and ultimately receive these
ads what that means for you is that
everyone that's down here in 300% land
will not actually show up on this
campaign this is just the easiest way to
think about what a Target return on aten
does it takes really really high value
intent so people that they think are
going to return it 1,000% or 2,000%
whatever and then it's also going to
take people slightly under this 650 to
get you to the average of 650 what it's
also going to do is eliminate everyone
that may have been down here so the
thousands or hundreds of thousands of
people that have low intent for your
brand are now no longer going to be
targeted this goes Beyond people this
goes down to the keywords that you're
specifically able to Target in a
standard shopping campaign you cannot
set your keywords you can only eliminate
Search terms so what this does by
setting a very very high return on ad
spend Target of 650 or wherever yours
needs to be is it's actually taking all
those other key words that we have that
may have been falling down to here so
for example let's always just use Nike
if you're setting up a Nike standard
shopping campaign what's going to
convert super high someone that types in
Nike you know what's going to convert
even higher than Nike someone who types
in Nike red Jordans ultra high intent
conversion that's going to perform above
your Baseline you know what's going to
perform right under the 650 when someone
types in does Nike do this does Nike do
that or perhaps if they type in Nike old
shoes or shoes like Nikes or does Nike
carry size 11s those are going to
perform slightly under your Baseline you
know what's going to fall so far under
the Baseline that they're never going to
show up here anymore shoes running shoes
is your hunch telling you that wait I'm
Nike of course I want to show up on
shoes of course I want to show up on
running that's the point of the
performance Max campaign right we go
back to our campaigns and the point of
this performance Max campaign that's
driving for new customers is to drive
shoes and running shoes moving on
forward to the brand core exact standard
shopping campaign same things are going
to apply here we're going to be driving
for purchases we're bidding equally and
new for all existing customers all the
way down the board everything is the
same except for our bidding now for
bidding we are going to be setting an
absolute topof results page impression
share we're going to be setting our bid
strategy for impression share we're
setting for absolute top of page results
and I like to set mine over 95% for this
brand we're going 97% and then we want
to set a maximum CPC bid limit so I just
want to read this verbatim because I
think it's helpful maximum CPC bid limit
is the maximum amount you'll pay for
each click bid limits won't be used on
display on the campaigns so the maximum
amount will pay for every single click
this means is if your branded terms are
worth $8 and you set a $5 CPC you're
only going to get people who are worth
under $5 what I like to do is I like to
cut this at kind of the upper threshold
so if I notice our average CPC is around
two bucks I'll set my maximum CPC at
about 2 225 cuz I don't want to cut a
significant amount of my branded search
away however I do recognize there's some
people that Google categorizes as super
super high intent that ultimately might
cost me 8 or $10 a click it's just not
worth it sometimes I'm willing to
sacrifice 3 to 5% of my customers
ultimately to make sure that this
campaign is extremely profitable for me
because that 90% is way more important
than the 3 to 5% moving on down here
make sure your Broad match keywords are
set for off this is extremely important
when it comes to this branded search
campaign in branded search we're using
exact match only nothing else is set
here so value rules no ad rotation
optimize prefer best performing ads I
don't even think you could choose
another option at this point set up your
campaign URLs making sure you have final
URL Selix setup you're not using Dynamic
search ads we've gone through that in
the performance Mac setup no IP
exclusions and no brand exclusions
because this is a branded search
campaign scrolling all the way down to
the bottom here we have our non-brand
search campaign this is one of the most
known one of the most classic campaign
types that there ever was on Google what
we like to set up here is having very
very similar campaign setup than all the
others purchasers at the top scrolling
all the way down to the bottom because
everything else is the same here our
bidding is usually set to a Target
return on ad spend if you're a CPA
focused business set to Target CPA now
one thing here little note when you're
scaling if you're just setting up your
account for the first time set to Max
conversions wait somewhere in the range
of like 20 to 30 days like a decently
long time then flick on target return
turn on that spin you'll get a much
better result by doing that instead of
just restricting Google right from the
jump moving down just a little bit more
here no other key settings are set up
here the only thing you need to focus on
on this non-brand campaign is that you
have a mix of broad match keywords and a
second mix of exact match keywords
generally speaking you want about five
exact match keywords for every one broad
match keyword your broad match keyword
should just be your most critical
keyword let's go back to that Nike
example what's my broad match keyword
for Nike running shoes running shoes
which be my broad match keyword what my
exact match keywords would be are
running shoes black running shoes red
running shoes green running shoes the
good thing about Google right now
specifically when it comes to Broad
match keywords they do a pretty good job
of soaking up a lot of keywords for you
at a decently cheap price so I wouldn't
be too afraid of running a few broad
match keywords mixed in with your exact
match keywords okay so that is the exact
setup and structure that we've likeed to
use in 2024 moving into 2025 or Google
ads specifically for complex accounts
where you're spending and how much
you're spending today and even if you're
just starting out right now and you're
thinking about starting your ads today
it could be different there are dozens
of variations of this exact structure
multiple pmax campaigns different
listing groups different asset groups
using search themes not using search
themes even as complicated as not having
brand core exact campaigns just make
sure you're using the one that's best
for you right now at the spend that you
currently have so if you want to watch
my guide on the recommended structure
based on how much you're spending today
I have the video right here it's also
down in the description below you can go
check that out it's a detailed guide
based on how much you're spending and
exactly the structure you should use in
Google ads finally if you got got a lot
of value out of this video let me know
in the comments below I try to reply to
every single comment and I see you all
in the next one
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