The BEST Google Ads eCommerce Strategy for 2024

Summary

In this video, Aaron Young from Define Digital Academy outlines a robust e-commerce strategy for Google ads in 2024, emphasizing the importance of a strategic approach over individual tactics. He highlights the need for planning 6 months ahead, especially for brands with condensed selling seasons, and discusses the cyclical nature of growth and optimization in ad campaigns. Aaron stresses the significance of segmentation for scaling accounts and provides a detailed account structure for always-on and promotional campaigns, urging viewers to download his ultimate e-commerce strategy guide for further insights.

Takeaways

• 📈 The video emphasizes the importance of a robust e-commerce strategy over individual tactics for long-term brand growth.
• 🛒 It highlights the significance of planning for condensed selling seasons, ideally starting 6 months in advance to avoid last-minute high-risk strategies.
• 🏈 The analogy of bodybuilding cycles is used to illustrate the concept of focusing on increasing sales volume and then improving conversion rates and ROAS in separate cycles.
• 🔁 The script suggests that e-commerce growth on Google Ads comes in cycles, alternating between increasing spend and volume, and then optimizing for better conversion rates and higher ROAS.
• ⏰ The speaker recommends a 3-month cycle for e-commerce campaigns, with one cycle focused on growth and the next on optimization.
• 📊 The principle of segmentation is crucial for campaign success, with the goal of identifying high-profit areas and increasing spend in those areas.
• 💰 The video stresses that most of the budget is often spent on a few product categories, and breaking out high-performing, low-spend categories into their own campaigns can significantly scale an account.
• 📝 The importance of downloading the ultimate Ecom strategy guide for Google Ads in 2024 is mentioned to help map out one's own strategy.
• 📉 The video provides a real-life example of how breaking out product categories into separate campaigns can improve performance and increase sales.
• 🛠️ It outlines an advanced account structure for e-commerce in 2024, recommending the use of 'always on' campaigns and 'sales or promotional' campaigns, each with different strategies for budget management.
• 🔍 The script concludes with the importance of optimizing campaigns after setting up the e-commerce strategy for Google Ads in 2024.

Q & A

What is the main focus of the video script regarding Google ads campaigns for e-commerce in 2024?

The main focus of the video script is to outline a robust e-commerce strategy for Google ads campaigns, emphasizing the importance of a long-term approach over individual tactics, especially for brands that experience a condensed selling season.

Why is it crucial for e-commerce brands to have a robust e-commerce strategy rather than just focusing on tactics?

A robust e-commerce strategy allows brands to build their brand consistently over time, month after month and year after year, rather than just chasing short-term tactics which may not lead to sustainable growth.

What is the significance of planning for a condensed selling season in e-commerce?

Planning for a condensed selling season is crucial because it allows e-commerce brands to structure their campaigns and strategies well in advance, ideally at least 6 months before the peak selling period, to maximize sales and avoid last-minute, high-risk strategies.

Why is it challenging to increase spend and ROAS simultaneously in Google ads campaigns?

Increasing spend and ROAS simultaneously is challenging because it's akin to bodybuilders trying to gain mass and cut fat at the same time. It requires different strategies and focus periods, typically alternating between increasing sales volume and improving conversion rates and ROAS.

What is the recommended approach to scaling an e-commerce account on Google ads?

The recommended approach is to identify high-performing product categories with low spend, break them out into their own campaigns, and then increase the budget for those campaigns incrementally, focusing on improving conversion rates and ROAS.

How often should an e-commerce brand review and adjust their Google ads strategy?

An e-commerce brand should review and adjust their Google ads strategy on a regular basis, typically in cycles of about 3 months, alternating between increasing sales volume and spend, and then focusing on improving conversion rates and ROAS.

What are the two core types of campaigns mentioned in the script, and how do they differ?

The two core types of campaigns are 'always on' campaigns and 'sales or promotional' campaigns. 'Always on' campaigns run continuously and are built upon over time, while 'sales or promotional' campaigns are used for specific seasons or promotional periods and are turned off after the promotional period ends.

Why is it beneficial to segment campaigns by product categories rather than audiences in performance Max campaigns?

Segmenting campaigns by product categories allows for better targeting and optimization of ad spend, focusing on areas that generate high profit. Using audiences can dilute the effectiveness of the campaign by spreading the budget across less profitable areas.

What is the recommended budget increase strategy for 'always on' campaigns leading into a promotional period?

The recommended strategy is to increase the budget by 20% at a time, over every 5 to 7 days. This gradual increase prevents the loss of hard work done in optimization and maintains a healthy ROAS.

How should e-commerce brands handle their Google ads strategy after a promotional period?

After a promotional period, e-commerce brands should turn off the 'sales or promotional' campaigns and scale back the 'always on' campaigns, maintaining the core ROAS performance without losing the progress made during the promotional period.

What resource is offered at the end of the script for those interested in a detailed e-commerce strategy for Google ads in 2024?

A resource called the 'ultimate Google ads Ecom strategy for 2024' is offered, which can be accessed by following a link provided in the description below the video script.