How I Profitably Spent $1 Million on Google Ads: E-commerce Tutorial 2024

Introduction

This blog discusses key strategies for maximizing the profitability of Google Ads, focusing on e-commerce and Shopify. It provides valuable tips based on substantial ad spend in 2023 and outlines effective campaign strategies and bid optimizations.

Key Strategies for Accelerating Google Ads Results

• The video discusses five key points and strategies that helped accelerate Google ads results.

• The speaker spent over a million dollars on Google ads in 2023, making the insights valuable for all ad runners.

• The strategies are applicable to those running ads at any budget level, providing universal value.

• The speaker also offers assistance to e-commerce business owners struggling with Google ads through their agency.

• Specific results from the UK and USA businesses are shared to illustrate the success achieved through these strategies.

Google Ad Campaign Strategy and Challenges

• In 2023, a total of 822,000 pounds were spent on Google ads, which amounts to over a million dollars.

• The best campaign types for a business vary, as each business and Google ad account behaves differently. Testing is essential to determine what works best.

• Performance Max’s shopping side posed challenges, especially when adding new product categories. Existing campaigns didn’t allocate ad spend to new products, hindering their sales potential.

• Due to the lack of data on new products, creating a separate Performance Max campaign for them was deemed complex and time-consuming.

• As a solution, reverting to a simple standard shopping campaign for the new product category proved effective. The campaign allocated a significant amount of ad spend compared to others.

SEO Optimization and Bid Strategy for New Product Category

• A new product category was added to the business around May last year, with a total spend of 55,000 pounds and a 2.85 ROAS, indicating high profitability.

• The top product in this new category received the highest spend of about 25,500 pounds, with a ROAS of 2.88, demonstrating excellent performance and profitability.

• The collection of products within this category showed some products with a ROAS above 3, highlighting the overall strong profit margin of the collection.

• The use of the target ROAS bid strategy was successful, starting at a lower ROAS and gradually increasing it as the sales and spend increased, allowing for effective scaling without hindering spending.

• The strategy of setting the initial target ROAS at the break-even point of around 135% ROAS proved to encourage more spending and gradual scaling, as opposed to setting it too high and experiencing low spending initially.

• While the target ROAS bid strategy was effective, other bid strategies like manual CPC also yielded positive results in this context.

SEO Optimization Strategies for Google Ads

• The speaker shares two key SEO optimization strategies for Google Ads.

• The first strategy involves using standard shopping campaigns to boost impressions and clicks for certain products. By transferring these products to a standard shopping campaign, one may experience an increase in sales without any risk.

• The second strategy emphasizes the importance of standard search campaigns alongside shopping campaigns. It highlights the significant impact of search campaigns on Google Ads and advises leveraging the best-selling products from shopping campaigns to test on search, rather than launching search campaigns with multiple landing pages.

• These strategies aim to enhance the efficiency and effectiveness of Google Ads campaigns, leading to improved sales and performance.

Optimizing Search Campaigns for Product Landing Pages

• The search campaign primarily features two types of product landing pages: default Shopify product landing pages and custom-built Gem Pages collection pages.

• The Shopify collection landing page is performing well with a 3.9 ROAS, while the custom-built Gem Pages collection page has a 7.7 ROAS, showcasing the effectiveness of testing different landing page styles.

• The bid strategy involves using target ROAS, set at a fairly low level to encourage spending, with most ad groups overachieving in comparison to the set target ROAS.

• To choose keywords and search terms to target in the search campaign, the approach involves utilizing existing data from shopping or PMAX campaigns, particularly focusing on the insights tab to identify potential winning products and relevant search terms without displaying the actual keywords.

Maximizing Campaign Performance with PMAX

• Utilizing the PMAX campaign involves converting keywords into a search campaign, with a focus on the top five to ten converting keywords to eliminate wasted ad spend on testing.

• The search campaign, separate from PMAX, is optimized from the start to avoid wasted ad spend by using proven converting keywords.

• Product feed optimization is crucial, including SEO, title, description, image, price, and tags, to potentially impact product success.

• Tested examples show lifestyle images often outperform white background images, emphasizing the importance of visual presentation in campaigns.

Optimizing Google Shopping and Conversion Rate

• Using lifestyle images with a white background can make your product stand out.

• Google search can help you understand your competition and how your product will fare against them.

• Pricing is important on Google Shopping, but being the cheapest is not always necessary.

• A slightly higher price can build trust and create a premium brand image without affecting performance.

• Increasing the selling price by 60% did not affect the conversion rate and even made the brand feel more premium.

• Focus on conversion rate optimization is crucial for overall performance, even in the context of Google Shopping.

Importance of Landing Pages and User Experience in SEO Campaigns

• The success of your website on Google is not just about the SEO campaigns but also the quality of your landing page and user experience.

• Improving your landing pages and website can significantly boost your conversion rate, which has a direct impact on your business.

• Highlighting customer reviews and trust scores, like Trustpilot, can enhance the credibility of your website and products.

• A clean and well-organized website design, with clear pricing and upsell options, contributes to an improved user experience and trustworthiness.

• Including clear and standout pricing sections on product pages can facilitate customer decision-making and increase conversions.

• A well-structured and trustworthy website, like the example mentioned, serves as a valuable model for others in terms of user experience and SEO optimization.

SEO Optimization and International Expansion Insights

• It’s important to have in-stock badges on product pages to build trust and credibility.

• Using clean and relevant trust badges, instead of typical scammy ones, can greatly impact conversion rates.

• Including an FAQ section on product pages can provide valuable information for customers and improve user experience.

• Adding a trust pilot score to product pages and the website, as well as using legit-focused trust badges, can significantly boost trust and conversions.

• Expanding into international markets, though time-consuming, is a worthwhile endeavor, especially based on personal experience with Google ads.

• The speaker has successfully expanded their US business into Australia and Canada through shopping campaigns on Google ads.

Understanding Google Ads and International Expansion

• When expanding to international markets with Google Ads, it’s essential to set up multiple product feeds in the merchant center for different countries.

• Using Symprocess on Shopify can help sync the product feed to the merchant center, with tutorials available for guidance.

• To avoid suspension, it’s crucial to ensure correct pricing conversion and proper setup of shipping costs for each country.

• Not all products perform the same in different countries, even if they share the same language. Performance can vary significantly.

• It’s advisable to focus on mastering one country first and achieving consistent profitable results before expanding to multiple countries.

• Initially, focus on one country at a time, as some countries may unexpectedly outperform the original one.

• The video provides valuable insights for improving Google Ads and overall business results, emphasizing the importance of mastering one country before expanding.

• For assistance with Google Ads, the agency’s link in the description can be checked for help.

Conclusion

In conclusion, this tutorial offers valuable insights into effectively spending $1 million on Google Ads for e-commerce, focusing on bid strategies, SEO optimization, and international expansion. By implementing the outlined strategies, businesses can enhance their Google Ads performance and drive profitable results.

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