The PROVEN Strategy for New eCommerce Google Ads Accounts

Summary

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Takeaways

• 😀 Do thorough research on CPCs in your industry before starting a Google Ads campaign. Low budgets won't work if you don't gather enough data.
• 😀 Ensure your website is optimized for conversions before running ads. A poorly converting website will just waste your ad spend.
• 😀 Competitive pricing is essential for success in Google Ads. If your prices are higher than competitors or Amazon, you will likely fail.
• 😀 Be prepared to invest in Google Ads for the long term. Expect at least 3 months of data collection and optimization before seeing consistent profits.
• 😀 Start with Shopping Ads for your e-commerce campaigns. They typically generate the most revenue and have cheaper CPCs compared to Search Ads.
• 😀 Focus your budget on top-selling products in the beginning. This allows for quicker wins and smoother optimization in the future.
• 😀 Use an 'Everything Else' strategy for products that aren’t top sellers. You can still get exposure with a small budget and low bids while gathering data.
• 😀 Start with low bids for non-top-seller products and gradually increase them if you see little to no impressions or clicks.
• 😀 Use the Keyword Planner tool to determine competitive bids for your products. Start with a bid that’s around half of the CPC range you find in your research.
• 😀 Once your top-seller campaign hits 30+ conversions in a 30-day period, consider testing Target ROAS bidding or transitioning to Performance Max campaigns for further optimization.

Q & A

What are the two main types of campaigns to start with in a new Google Ads account for eCommerce?

The two main types of campaigns to start with are: 1) Top Sellers Campaign, which focuses on your best-performing products, and 2) Everything Else Campaign, which targets other products at low bids to collect data and potentially generate sales.

Why is it important to exclude top sellers from the Everything Else Campaign?

Excluding top sellers from the Everything Else Campaign ensures that your best-performing products are not competing with lower-performing ones, allowing you to focus data mining on other products that may generate sales in the future.

How do you optimize the Top Sellers Campaign over time?

To optimize the Top Sellers Campaign, aim to get 30+ conversions per month. Once this threshold is reached, you can begin testing Target ROAS bidding or move those products to a Performance Max campaign for further growth.

What role does search term data play in building search campaigns?

Search term data helps in building more effective search campaigns. By pulling converting search terms from your shopping or Performance Max campaigns, you can target terms that have already proven successful, improving the likelihood of conversion.

When should you start implementing Dynamic Search Ads (DSA)?

Dynamic Search Ads should be implemented once you've gathered sufficient data from shopping campaigns or Performance Max campaigns. DSAs can be a valuable tool for expanding reach without having to manually select keywords.

What is the risk of running remarketing campaigns alongside Performance Max campaigns?

Performance Max campaigns can dominate other campaigns like remarketing due to their ability to target all available conversions and attribution. If you're using both, Performance Max may overshadow your remarketing efforts.

How can remarketing campaigns still be useful if you are running Performance Max?

Remarketing campaigns can still be useful if you're not yet running Performance Max campaigns. However, once Performance Max is in place, it may take away from the effectiveness of remarketing by focusing on the most converting traffic.

What is the first step in building a search campaign once you have data from shopping or Performance Max campaigns?

The first step is to take the converting search terms from your shopping or Performance Max campaigns and use them to build your search campaigns. This reduces guesswork and increases the likelihood of success.

Why is it recommended to run shopping campaigns before launching search campaigns?

Running shopping campaigns first allows you to gather valuable search term data without the risk of wasting budget. You can then use this data to create more targeted and effective search campaigns.

How does continuous optimization and testing contribute to the growth of a Google Ads account?

Continuous optimization and testing ensure that your campaigns remain efficient and adaptive to changing trends. By refining your strategies and testing new approaches, you can keep improving performance and maximize return on investment.