Google Ads on a Limited Budget Using “Worst Sellers” To Convert Bestsellers

Kasim: 00:00:11

Hey, everyone.

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Regina here from Starter PPC.

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This is one of our newest clients.

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They just went live about three

weeks ago, and we can already see

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that the performance has gone way up.

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I don't have their media efficiency

ratio yet for their total business.

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So I can't tell you with Certainty

what they're getting as far as

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returns as a whole, but inside of the

dashboard in Google ads, I can already

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see that the return on ad spend is

reporting an 83 percent increase.

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Okay.

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That's a really big

increase to have overnight.

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And, the way that we achieved this we

took over one of their campaigns, but

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we launched another campaign that's

helping that campaign to, succeed.

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This ties right back to the whole question

of what do you do when your budget is

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extremely limited and you know that you

can't just promote all your products, but

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you also know that if you just promote

a few of your products, you're hurting

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the performance as far as, remarketing

and you're leaving opportunities on the

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table that could be wildly profitable.

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this is going to be a happy medium

between, Focusing on your high

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margin, best selling products and,

promoting your entire store as a whole.

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So it's some happy medium, in between

because our budget is too limited to

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promote all the products as a whole.

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If you want to promote all your

products in your store, you

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have to make sure that you have.

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Such a velocity of sales that the

Google algorithm can afford to take

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good chunk of your budget, put it

towards, testing products that haven't

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been shown yet, or I haven't found

their little niche pocket that's gonna

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work for that product and get enough

clicks on each of its tests that it's

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able to build its knowledge, right?

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But if you only have, depending on

how much your cost per clicks are,

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if you only have a few clicks a

day, it's not smart to just throw

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all your products at the algorithm.

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but then you have the

opposite problem, right?

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Where you're just, restrict

your Promotion your ads to just

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your favorite five products.

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And the reason why this isn't ideal

is because there's a lot of reasons.

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Let me see if I can send this up.

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One reason might be that people

who are searching for those five

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products and then go to the store.

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Decide not to buy that product.

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They want something else.

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And it might take them a few days

to actually make this sale, right?

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Most businesses, does take a

few days for people to decide to

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actually come back and purchase.

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And since you don't have the other

products being promoted, the other

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products that they looked at while they

were on the store, you're not doing any

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remarketing on the products that they

ended up actually being interested in.

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Okay.

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Another reason is you could find that.

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out of all your other products.

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There's one that gets really good

cheap impulse clicks to the site.

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And then from there, people are

upselling and buying your highest

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margin best selling product, right?

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because you don't know which product that

is, and you're not promoting that product.

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You're just not getting enough traffic

to the site that can then be upsold

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because people might not be searching

it in a high amount of people for that.

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for your top five products.

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Usually those tend to be highly

competitive products as well.

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So this is a great strategy

for someone with a limited budget.

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Let me just pause and say, even

though I'm using e commerce as an

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example here, this same concept

would apply to a lead gen business.

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Who's also limited by budget, right?

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So let's say you have three services,

but one of them is the most profitable.

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You would apply this same strategy.

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So you're going to focus on that

service while also still promoting the

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other two services with a lower budget

in a more restrictive way to make

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sure that the performance is there.

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let me minimize my face and I'll

show you guys in around the account.

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this is a success story basically

because we took over the account and

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we're immediately seeing increases.

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we Love it when that happens.

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So here you can see this square

says starter PPC takes over

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management the week of July 27th.

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We have return on ad spend in blue and

we have cost in red and you can see

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the cost didn't really change much.

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I'm gonna compare date ranges in a second

so you can see exactly how much the

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cost changed, how much the ROAS changed.

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But the ROAS went way up.

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Okay, now how do we do this?

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Let's take a look.

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We took over management on July 26th.

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So I'm going to go July 26th until,

let's do yesterday, whole days, and

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then we'll compare it to the previous

period of equal amounts of days.

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Okay, compared to not.

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Stick.

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Let's try again.

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So first of all, we can

see cost went up only 6%.

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So basically cost stayed the same.

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I always start by looking at

costs because when you change

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the spend that has the biggest

influence on the performance of the

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ads than anything else you could do.

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That and like seasonality or like

major website redesigns, right?

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Those are like usually.

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Those will affect the performance

more than any change we could

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make, like adding a new campaign

or adjusting the bid strategy.

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So cost and change, which is good.

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It makes it a little

easier for us to look at.

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roas as I mentioned, went up

83% went up from 2 48 to 2 55.

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And by the way, in case you guys

are wondering, this is an e-commerce

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business that sells B2C products.

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let's see, have an average

order value of about.

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Hi there.

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Quick interruption.

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Do you know the main thing that

prevents small business owners from

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getting their Google ads account

into a position to grow and scale?

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Budget.

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A lot of businesses, especially

those that are just starting

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out, have limited budgets.

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And so because of this, they're turned

away by most ad agencies because most ad

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agencies have minimum budget thresholds

that they're willing to work with.

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So what happens is the business owners

end up learning Google ads themselves.

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And the problem with that is

that most of the advice online is

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geared towards larger accounts.

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And the advice doesn't have any of those

strategies or tricks that can kickstart

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the algorithm into giving a small

account a leg up over larger competitors.

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So it often just doesn't work.

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And the business just ends up

losing money month over month.

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If this sounds familiar,

starter PPC can help.

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We offer Google ads management services

that are designed for accounts that

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have between 1000 and 5, 000 budgets.

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Because all of our clients are just

starting out, we've come up with

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ways to keep our management fees

significantly lower than most agencies.

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Because we know that every dollar saved

on management fees just goes towards

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the ad budget, which is going to help

the algorithm gather speed and power.

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So if you're serious about growing your

business and you'd like a team of Google

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ads experts to help you without breaking

the bank, check us out at starterpbc.

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com.

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Okay.

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Back to the video.

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188, 145.

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Oh, interesting.

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Average order value

went up 29 percent too.

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Interesting.

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I don't exactly know what caused

that, but we could theorize.

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Let's come back to that.

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Okay.

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So this campaign here, this is

a full PMax campaign, which means

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it's a performance max campaign

that has assets in it, right?

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It has, we've given it all the ad copy.

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We've given it as many images

that we can lifestyle images,

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ideally not just product images.

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Yes, it has the product feed

of course, except we've Oh, and

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we've given it some videos too.

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The thing about this campaign is

that it's a high margin products or

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best selling products only campaign.

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Now this was true, even when the

clients came to us, we actually

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basically just took this campaign

over and renamed it in our name.

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We didn't make too many changes to it.

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Okay.

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I think we added one or two products

based on feedback we got from the

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client, but, we did not change too much.

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We might've swapped out a few headlines

if we found some that our copywriters

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wrote that we liked better, but

nothing that's going to cause nominal

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changes, nothing that you can see.

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nOw when the client came to us, they said,

we only want to promote these products.

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These are the ones that

are most profitable for us.

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And they knew their budget

was very restricted, right?

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Let's see their monthly spend

their monthly budget is 4, 100.

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Dollars.

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U.

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S.

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Dollars.

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We said to them what we would like to

experiment with is promoting all the

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products except with a restrictive budget

on the non high margin non best sellers.

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So what we did is we

set up a P max campaign.

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That's feed only.

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So this is essentially,

this is a campaign.

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All it has is the product feed.

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It's like a smart shopping campaign

because we haven't given it any Ad

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copy, we haven't given it any images.

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All it has is the images

from the feed, right?

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So it can do shopping ads or it

can do display remarketing using the

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shopping, using the product information

only like title and product image and

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description, but it can't do much else.

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And what we've done is

we've restricted it, right?

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So 79 78 a day on the high margin

campaign, but still 30 a day on

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the feed only campaign and What I

think is interesting is, so here

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you can see, this campaign got

started this feed only all products.

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Actually, I think this campaign

has all products except for

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the high margin products.

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So we basically split the products

into two different campaigns.

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Feed only with restricted budget and

then so here we've started spending

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money on the feed only campaign.

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We actually spent a tiny bit less on

the full PMAX, but not a huge change

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in budget, only 9 percent less.

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And that was just to make room

for some of the other campaigns.

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And here's what I find interesting is.

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Not only is the feed only campaign

bringing in a 400 percent return almost,

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which is crazy high, you guys, but

usually that happens when you have a

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very restricted budget on a bunch of

products, what happens is the algorithm

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finds it to be very easy to just scoop

up the bottom of the barrel and get

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some conversions and get a high return.

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It does not mean.

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You should increase the budget

in that campaign, right?

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You can try incrementally increasing

it, but just because it's getting a

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high return doesn't mean it's going

to continue getting a high return.

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When you start to increase, we

start throwing budget at it.

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I would recommend no more than a 20

percent month over month increase on

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this campaign, as well as all campaigns.

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okAy, here's the part

where I find interesting.

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I keep coming back to this, the P

max High margin bestsellers campaign.

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performance here went up, right?

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So ROAS went up by 50

percent in this campaign.

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Why is this?

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It's because they feed

off of each other, right?

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So this campaign now has

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users on the website viewing

the bestselling products.

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Even though the people that clicked

on ads to get there, many of them

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were looking at other products,

maybe lower priced products,

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less competitive products, right?

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Products in the all the, in the

ads that we don't really want to

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be pushing, but we want to use

it to bring people to the site.

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I hope I'm making sense.

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So you have to look at the account

holistically because campaigns, they

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do interact with each other, right?

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what do you mean?

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Don't even get me started on brand because

we added a brand campaign, which is

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helping as well because of attribution

and if anything, this campaign is taking

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attribution away from the other campaigns.

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Actually, I think if this brand campaign

didn't exist, then the performance on

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this campaign would be even higher than

50 percent increase, because it's probably

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that the algorithms now attributing some

of the conversions to brand if the last.

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Click that came through was someone

searching for the business name,

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even though they interacted with a

PMAX campaign, a product ad first.

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I'm curious see something.

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just as I suspected you guys.

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Okay.

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So cost per click on the all

products campaign is only a dollar.

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Whereas in the high margin best

selling campaign, it's a 1.

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45.

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That is a lot of money

compared to a dollar, right?

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That's closer to double than anything.

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this kind of confirms my suspicion

that this campaign is doing a great job.

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Of getting some people that think

they want to lower price products.

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They come to the site.

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They start looking around and those best

selling products are sitting right there.

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Right now.

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We can remarket to them in the

full P max with the high margin

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products that they just looked at.

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Try to get them back in.

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Let's see if the conversion

rate went up on that campaign.

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Oh my gosh.

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Curve conversion rate went up 227%.

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So that's definitely what's happening.

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, so 0.6% conversion rate up

to a 2.02 conversion rate.

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And again, it's from this campaign

feeding cheap leads that can then

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be upsold into this campaign.

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So don't underestimate the power of.

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Yes, focusing on your high margin

campaigns, but still letting the

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rest of your store be promoted.

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And have remarketing going for all

products, you guys, because if someone

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views a product, you definitely want

to show them that product and have

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it follow them around the internet.

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It will increase the conversion

rate like crazy, like we just saw

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and average order value, which I

mentioned earlier in the video, went

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up 8 percent on the existing full P

max high margin bestsellers campaign.

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Why?

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Because of those that

upsell opportunity, right?

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It's because people are coming in looking

for the product that they thought they

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wanted to buy being upsold to another

product, which, looks like oftentimes

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it is those best selling products.

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So lesson learned don't

restrict your ads.

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Even though you do still want to

focus on your favorite products

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when your budget is limited.

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Now, someday if you have a hundred

thousand dollars a month, 200, 000 a

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month and your budget, you can just go

hard on all the products and you don't

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have to worry about splitting campaigns

or focusing on one over the other because

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the algorithm is just going to figure

out what's, what works at that velocity.

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Everything's easy.

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It's when you have smaller budgets

that things are hard and you have

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to come up with secret hacks and

workarounds to try to get the algorithm

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to do what you want it to do because

it just doesn't have the data that

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it needs to make decisions for you.

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That's that.

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Thanks for watching.

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I hope this has been informative.

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If you liked the video, don't

forget to hit and subscribe

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and I'll talk to you later.