The PROVEN Strategy for New eCommerce Google Ads Accounts

Summary

This video script offers a comprehensive blueprint for e-commerce businesses starting with Google Ads. It emphasizes the importance of budget, website conversion, competitive pricing, and a long-term investment mindset. The strategy focuses initially on shopping ads with top sellers, followed by an 'everything else' campaign for broader exposure. As conversions build, the script advises expanding to search ads, dynamic search ads, and remarketing, advocating for continuous optimization for profitable growth.

Takeaways

• 💡 Start with a clear budget in mind; Google Ads requires significant investment to generate enough data for optimization.
• 🔍 Ensure your website has a solid conversion rate before investing in Google Ads, as a poor-performing site will not improve with ads alone.
• 💰 Conduct competitive pricing analysis to ensure your products are competitively priced in the market to avoid losing out to cheaper alternatives.
• 🕒 Be prepared for a long-term investment; immediate profitability is rare, and it's crucial to be patient and invest time in understanding the platform.
• 🛒 Focus initially on shopping campaigns as they tend to generate the majority of revenue and have cheaper cost-per-clicks (CPCs).
• 📈 Prioritize top-selling products in your campaigns to quickly gain traction and revenue, which will ease the optimization process.
• 📊 Use the 'everything else' strategy for less popular products, allocating a small budget to gather data and identify potential performers.
• 📝 Monitor the Benchmark Max CPC to adjust bids and ensure competitiveness in the market for your top-selling products.
• 🚀 Once you achieve over 30 conversions in a month with your top sellers, consider testing Target ROAS bidding or Performance Max campaigns.
• 📉 Keep an eye on the 'everything else' campaign to ensure it's generating data without consuming too much of your budget.
• 🌐 Use search term insights from successful shopping campaigns to inform the creation of search campaigns, avoiding the pitfalls of guesswork.

Q & A

What is the minimum budget recommended for starting a Google Ads campaign for e-commerce?

The script suggests that a low budget of $100 or $200 per month is insufficient. It recommends aiming for at least 10 clicks per day, implying a budget that can sustain this level of activity for meaningful data collection and optimization.

Why is it important to research before starting a Google Ads campaign?

Research is crucial to understand the cost per click (CPC) in your industry, ensuring you have a competitive budget and avoiding the waste of limited funds on ineffective ads.

What are the implications of having a low-converting website for Google Ads success?

A low-converting website will not benefit from Google Ads, as the ads will only drive more non-converting traffic, leading to wasted ad spend.

How does competitive pricing impact the success of Google Ads for an e-commerce business?

If your products are priced higher than competitors, including on platforms like Amazon, it can lead to failure in Google Ads as customers tend to choose cheaper options.

Why is a long-term investment mindset important for Google Ads success?

Google Ads requires time to generate data, optimize campaigns, and become profitable. The script emphasizes the need for a minimum of 3 months of investment before expecting returns.

What is the primary campaign type recommended for e-commerce companies starting with Google Ads?

The script recommends focusing on shopping campaigns, as they historically generate the majority of revenue and have cheaper CPCs compared to search ads.

Why should e-commerce businesses avoid advertising all their products at once on Google Ads?

Starting with all products can disperse the budget too thinly, leading to insufficient data for optimization. It's better to start with top-selling products to get quick wins and then expand.

What is the 'everything else' strategy mentioned in the script?

The 'everything else' strategy involves creating a catch-all shopping campaign for all products not included in the top sellers campaign, with a very small bid to gather data and generate cheap clicks.

How does the script suggest determining the initial bid for Google Ads campaigns?

The script suggests using the Keyword Planner tool to research CPCs and starting with a bid that is half the mean of the CPC range for relevant search terms.

What metrics should be monitored to assess the competitiveness of bids in Google Ads?

The script recommends monitoring the Benchmark Max CPC to determine if bids are competitive and adjusting them accordingly to ensure the campaign is performing well in the market.

What is the significance of reaching 30 plus conversions in a 30-day period for a shopping campaign?

Achieving 30 plus conversions indicates that the campaign is performing well and is at a stage where it can start exploring more advanced bidding strategies like Target ROAS or Performance Max campaigns.

How should e-commerce businesses approach scaling their Google Ads campaigns after the initial phase?

After establishing a successful top sellers campaign, businesses should expand their focus to include other products, increase bids in the 'everything else' campaign, and consider introducing search ads based on converting search terms.

What are some advanced campaign types that can be considered for an e-commerce Google Ads strategy?

The script mentions Dynamic Search Ads and Remarketing Campaigns as advanced types that can be implemented once the foundational shopping campaigns are established and performing well.