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Google Ads Problem: Low Sales Volume of Luxury Products
In this episode from our internal training, John Moran examines a Google Ads account struggling with low sales volume. The business sells luxury jewelry in a competitive market. Listen John in action as he analyzes the account and suggests future strategies to improve lead volume and sales.
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0:00 Intro
0:23 Google Ads Problem: Low Sales Volume of Luxury Products
4:22 Pushing high AOV products
9:30 Analyzing social media presence and competition
12:17 Traffic platform evaluation and future strategy
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Transcript
Just two things.
2
:If we, if we look inside of Google
and says it doesn't look like it's
3
:working, we haven't looked everywhere.
4
:We have to look everywhere.
5
:And we also have to talk
to our client about that.
6
:We have to say, are these people emailing
you that what kind of conversations are
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:they having inside of the backend of
their Shopify that we don't know about?
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:Hey John, One of the issues we've
always been facing is that we're in this
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:really competitive jewelry market where
their products are like 500 to 1, 000.
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:But then if it's gold jewelry,
there's products that are
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:like 50, a hundred dollars.
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:And I find that we're not able
to really differentiate it.
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:And we're falling into
that same category as them.
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:And we don't have that same
budget to compete against them in
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:the standard shopping campaign.
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:So how do you think we
should, work on that?
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:What did you say, they
have low AOV products?
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:our products are like 500 minimum.
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:Whereas everyone else competing in
that same realm, when our products
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:show up, they're 50 to a hundred
dollars sometimes, depending on who
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:our competitor is that shows up.
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:Yeah, I would definitely be
focusing on higher AOV products.
23
:so I'm not saying, dump in the Patek for
170, but if I was to look at a price.
24
:That's over, 3, 000 as an example, or
just say, to 999 and there's 748 products
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:that have a price over 3000 and we're
getting no clicks on any of these.
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:do we want to do the 200 plus
500 plus 300 plus 200 plus this?
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:Or is there a way for us to
test, more than, Maybe 500 clicks
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:on the higher price products,
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:but more aspen to a higher AOV when
you're getting it up to the 5, K.
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:you're in the car.
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:T.
32
:A.
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:You're obviously in Rolex.
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:You're in a more luxurious buyer.
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:Oh, there's Cartier you're in the more
well known people aren't looking at.
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:Can I get Cartier for 250 or 400 bucks?
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:obviously same thing with Rolex
performance max, in my opinion,
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:and Rolex is not going to work.
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:performance max, in my opinion, for
this campaign really doesn't work.
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:We've seen that with pendants, you
push pendants, they get pendant sales.
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:And that's the only thing
that's selling is because,
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:within we're spending money on.
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:So I think that in this area here,
I'd try to move into more of a.
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:Potentially even brand name spend.
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:What are we spending on
Rolex standard shopping?
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:200 a day.
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:What are we spending on
Cartier in standard shopping?
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:200 a day.
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:I think we need to diversify a larger AOV.
50
:and that's something that we actually
saw where year over year, it's getting
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:better, from a, not from an order.
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:Our orders stay the same, but
we're 55 percent up because we
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:started push higher AOV products.
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:Now this one was being pushed more
socially, which is fine, but that's the
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:thing too, is that could we make the same
amount of sales, but increase the aspen
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:what's funny is this whole thing actually
moved because of this, this is the
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:item that's selling is a 4, 000 throne.
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:And it's yeah, it works.
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:would say Cartier 000 hammock throne.
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:this is just crazy.
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:any who.
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:could we start to break out of
the onesie Tuesday, two 5, 500
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:and push into higher AOV products?
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:think we tried standard shopping Rolex
campaign We tested that in:
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:The struggle is that, we don't really
get enough volume of sales for even
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:like weeks and sometime months goes by.
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:So then we have to make a decision,
like we have a limited budget here,
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:so where we can allocate that budget.
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:Is it this one here?
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:Yes.
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:this one was showing July 2023.
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:Is that what you're thinking?
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:I think we were also running one.
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:I don't know if, this was
enough and I don't know if that
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:was even a good enough, CPC.
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:We are running a search campaign
for Rolex and it's getting really
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:good relevant search terms, but.
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:We haven't seen any
Rolex seats coming in.
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:We just saw a Rolex here this week.
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:Yep.
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:It was on Saturday.
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:Facebook paid, but that's the first visit.
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:High risk of fraud.
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:Also, that one says fraud.
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:So this likely is not going to come.
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:Go through as an order.
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:I see this as being, Oh, okay.
88
:what that means is just that the email
isn't found with their Shopify checks.
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:But that'd be the thing is I
would, shopping usually does
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:better than search just because
you can show a price of a product.
91
:if someone's looking for a Rolex
watch, and Rolexes are actually in
92
:high demand right now because they are
six months out for the Submariners.
93
:it's hot Swiss watch Omni,
authentic watches there's a
94
:big demand for Rolex right now.
95
:they're priced fairly competitively
depending upon which one they sold.
96
:that's a rose gold diamond.
97
:That's nice.
98
:maybe try standard shopping again, but
give it more than, maybe a week and a
99
:half and try to spend at least like one
to 200 a day, you have to ask the person,
100
:has there been more interest in Rolex?
101
:Because before someone just drops
10 G's on a credit card, sometimes
102
:they do need to call and that's
where those draft orders come in.
103
:so John, do you recommend we should
add contact number, phone number on
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:every product page and keep a track
of those calls, maybe integrated
105
:with call tracking metrics?
106
:there's 300, 000 a year that come
in it's going to be outside of here.
107
:there's definitely a lot less traffic
than there used to be, which you
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:can even see the correlation of.
109
:a downward trend, the orders are
the same, but the AOV is lower.
110
:yes.
111
:Instagram seems to be what they're pulling
back on I'd ask them why they're doing
112
:this here too, just as an FYI, because
that social proof is going to build more
113
:brand trust when people visit their site.
114
:that's one of the things that we've been
trying to work with them on they have
115
:a Facebook agency and the agency is, a
little difficult to communicate with.
116
:They go off on their own
tangent and do their own things.
117
:But the trust that you're talking
about, John, I think that's one of the
118
:issues with Is that they don't have that
organic social media and even people
119
:who have testimonials, I don't know
anything about the store, but I took
120
:a chance and I decided to buy this.
121
:So one of the things that I've been
trying to address with them is to
122
:tell them, Hey, you actually need to
build more of that organic, trust.
123
:Otherwise no one's going to buy the 5,
product that you're, telling them to do,
124
:I would drive home the fact that they're
competing against eBay and also Amazon.
125
:so what happens is Amazon is going
to start to eat more and more
126
:into their profit margin and into
their user base because Amazon now
127
:sells Rolex is right off Amazon.
128
:the competitive industry that
you're going up against is Amazon.
129
:Now, yes, you're not selling new.
130
:You have good quality
products, good quality prices.
131
:Yes.
132
:But to a person that's going to save,
three or four grand when they're dumping
133
:20 K and a watch, they don't care.
134
:They really don't.
135
:they've spent three grand to know
they can get it, authenticated
136
:tomorrow versus scammed online.
137
:So pricing when you're over the 5k
makes zero difference to these people.
138
:These are people that are making 500,
000 hours a year on one of their side
139
:gigs, like that's who buys Rolexes.
140
:The one guy that I know that just bought
a Rolex recently makes 2 million net
141
:profit, untaxable, and just credit card,
cash back because his dad spent so high.
142
:So the thing that we
have to look at too is.
143
:To set a bit of a stage for them, say, we
understand that we're pushing on Google.
144
:I do think we have a lot of work to do
inside of this, inside of that account.
145
:Just as an FYI, we really do.
146
:what's funny is we're, this is the only
reason why they're still in business
147
:right now is this one campaign.
148
:It really is.
149
:when you're looking at just the spend
level here, This is another slide that
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:always is everybody that we talk about.
151
:We don't know what they're doing in meta.
152
:we can't see what their meta activity is.
153
:I would almost run through this with them
a bit by saying, Hey, we want to have our
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:prospect and be 70 percent of the activity
or marketing needs to be at least 20.
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:And then our acquisition
is at least, 10 right now.
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:Majority of our efforts.
157
:If we just look at what I can see
right now is pretty much right here.
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:and their meta is crashing
That's Instagram and.
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:The Facebook and we have no idea if
Meta is doing anything over here.
160
:So we have a lot of work to do to
rebuild their brand, but because they
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:are a reseller of fine jewelry, I think
we do need to diversify our ad spend.
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:Not written, not pull back on pendants.
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:don't ever touch this thing,
but start to push more standard
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:shopping and categories do we have.
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:Five more categories that we
can start to dip into and track.
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:Are we actually getting leads and sales?
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:And it's going to take a month
getting more diversified in our
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:ad spend is something that's going
to be really important because
169
:we need to start to diversify.
170
:Our ad spend here.
171
:When you look at the last 30 days when
you look at net quantity descending,
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:these are all things we're spending
money on, but this is also only the
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:things that we're spending money on,
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:what if we spent elsewhere
at higher, also AOVs.
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:And don't throw the baby out
with the bathwater dip into it.
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:Start a track.
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:Hey, I'd like to start to diversify.
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:even I'll drop this screenshot here
in the chat to say, Hey, here's
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:a correlation we're spending on
pendants and we're spending on chains.
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:We started chains.
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:We're starting to see more chain sales.
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:we have a Rolex campaign.
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:we're seeing a Rolex sale.
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:What we want to do is say, what
are we spending on that category?
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:What are we making on the category?
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:But look at it month over month.
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:But also I need to know, are the people
calling, are people emailing in, what are
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:people doing for these type of products?
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:on a month to month basis.
190
:there's a company called architect
that I'm helping on the side, like an
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:unpaid client and just seeing if it's
something that we can, get off the
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:ground because I've wanted to test use
them as a test dummy for some tests
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:and I didn't charge him anything.
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:these are all the people that are
contacting him just every single day.
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:it's insanity.
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:So we need to know this to, these
people are like, okay, have a great day.
197
:thank you very much.
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:You've been so helpful.
199
:he does have cancer.
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:So it did take a diagnostic approach.
201
:It's about cancer treatment for dogs.
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:So all those things that we
need to know, like we need to
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:be involved in their business.
204
:so that we can say, if we start to spend
your harder money on these products,
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:does it look like we're starting to
generate feeds that are going to be either
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:purchased by you submitting a draft order,
or are we just completely falling flat?
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:And we're spent 800 on earrings and no one
wants earrings before we look into price.
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:Let's try something else.
209
:two things.
210
:if we look inside of Google and says
it doesn't look like it's working, We
211
:have to look everywhere and we also
have to talk to our client about that.
212
:We have to say, are these
people emailing you?
213
:That what kind of conversations
are they having inside of the back
214
:end of their Shopify that we don't
know about that we're starting that
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:we're going to stop because Google
didn't say we should keep going.
