Google Ads Strategy: Hypersegmentation of Standard Shopping Campaigns

John: 00:00:11

today is this hyper segmentation Tell us a little bit

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about that how you've been using

it primarily in e commerce, or

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this is more broad industry wide.

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This will be broad, industry wide.

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for specifically e commerce, any industry,

and like my official title, Google kind

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of made it obvious that titles don't

matter like performance max, which is

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why my recommendation is to pause it.

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Because it doesn't, max out your

performance and the hyper segmentation

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of standard shopping campaign is where

I think the industry is moving towards,

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I'm pioneering that with some case

studies, but this is the big thing that

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I saw is that performance max does.

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A decent job at, getting you

good visibility and going after

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new and existing customers.

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Yeah.

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We beat that horse to death.

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What I've been testing is a different

variation of standard shopping down

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to SPACs, single product ad campaigns,

which is really what they are.

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And what I've been doing is

of, a three step process.

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Step one, I take all of my

products of a manufacturer into

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one standard shopping campaign, and

I throw a bunch of traffic at it.

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usually the bidding strategy is

max clicks or like with a bid cap.

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So I can gain that data, or a low TRO as

goal campaign, which is like a 50 percent

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TRO as in one standard shopping campaign

with let's say 300 SKUs, I then find

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what I call it, the high low, which is.

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There's Pareto's rule always

happens, especially just Google

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will force a Pareto rule.

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80 percent of your sales will come

from 20 percent of your items.

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So I take those 20 percent of my items

and I break out individual standard

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shopping campaigns for them with a

dedicated daily ad spend that is safe.

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if you think about a campaign that spends

50 a day, That's a simple campaign.

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Now get 10 of those.

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Now you're spending 500 a day and

the individual campaigns are not

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spending enough to be risky, but

they're spending enough on that product

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that was more than what performance

max was dedicating to that product.

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So when you look at a performance max

campaign, everyone's done this in the

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last 10 days, I sort of descending by

s and I have one product with: 3000

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clicks and my next product down has 200.

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So you're like, man, I really wish

you would diversify my spend and spend

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more on the products that are selling.

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We're forcing that to happen.

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Yeah.

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And I can screen share here and give

you an example of what this looks like.

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And so what you'll see here is

I'm selling bricks primarily.

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I have a lot of products in this

account for just a dumb example of

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all the products that are available.

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I have 3, 162 SKUs.

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So I have a ton of SKUs and

they're from every you can imagine.

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Now, things like Dolce Gabbana.

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The Samsonite, all the other ones.

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I said, Hey, when I ran all 3000

bricks started to come out on top.

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So I'm running a bricks where they

call catch all, which is the original.

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This is the campaign that I've used

over the course of a few months to

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learn what sells and what doesn't.

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So this, that campaign here,

you see how I have a high cost.

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And conversions and then watch the

spend level, the cost kind of was

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reduced down now, still working

fairly well this is where we pulled

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a lot of spend back because we're

getting ready for like Friday, Sunday,

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Monday, but I was able to reduce a

bunch of spend and break things out.

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So now that I've taken my

standard shopping campaign and

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segmented them into multiple.

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different standard shopping campaigns.

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I have now a product line in a

manufacturer and that has One skew with

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variants and what this does is it allows

me actually to crowdsource All of the

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quality search terms for all of the best

performing products Here's what I mean by

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that in the last 30 days When I look at

my search terms You For my BRICS campaign,

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as an example, search term contains BRICS.

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So this is just consolidating to

my campaigns that are running, not

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my Samsonite and the other stuff.

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if you're hearing it in an audio

form, I'm showing my search terms

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across all of my BRICS campaigns.

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And we can see that someone

types in BRICS luggage.

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They click on an X collection

and they buy those.

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They type in BRICS luggage again,

and a different person, they

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click on a Sienna and buy that.

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Someone types in BRICS

luggage, they buy Ulysses.

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So I can see that the search terms

are all the same, except for when they

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really want like something specific,

which doesn't happen very often.

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They're looking for bricks luggage.

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And I'm saying, which one of my

bestselling items would you like to see?

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And now I get to own also the

search engine, which means

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someone types in bricks luggage.

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You'll see my Sienna, my

Bellagio, my X collection.

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Why?

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it's because I have my Sienna,

my Bellagio and my X collection

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running as campaigns individually.

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I'm entering in to multiple

auctions in one Google ads account.

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By allowing these campaigns to all

show up for the same search terms and

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Google will give me multiple placements.

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I'd beat the manufacturer.

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I show up more often than anybody else.

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I beat, Neiman Marcus.

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They're not even on the first part here.

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And this is me using high TRO as goals.

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I'm sniping these clicks essentially.

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And what happens here on a micro level

is because I'm only spending 50 a day.

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Across a higher AOV type of account.

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If I spend 73 to make one sale, I get a.

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250 ROAS.

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If I spend 57 to make two

sales, I get 1, 000 ROAS.

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If I spend 32 to make one

sale, that's 700 ROAS.

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Now, I actually made 2, 000 yesterday.

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This is only showing 1, 000.

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because Google sucks at attribution,

which we already know that.

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I made two grand here.

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And I'm only running Google.

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There is no other traffic.

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There's no social traffic.

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It's just search and direct.

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That's it.

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so I know that I've actually made 2000.

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This will show 1000, but

make: 2000

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That's a four X and only three

campaigns out of 11 had a sale and

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I still four X because I'm not.

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Going deep into a risk in any specific

limiting your risk by the individual

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campaigns, but you're also maximizing

the amount of the coverage for any

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search term and all the variability

that comes with the search term.

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yeah, so you're limiting downside risk.

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It's almost I look at this

as like stock trading.

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you have limit orders, and you

have stop loss well, diversified

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portfolio a hundred percent.

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But the marketer in me says, once you

get data here and you start seeing

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that, maybe just the generic term

bricks luggage, for example, is the

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one that's bringing in the most sales.

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Would you start scaling up

that individual campaign?

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Or would you just do you'd have to

gather data over the course of weeks.

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what's your scaling step on this?

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Yep.

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because.

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I actually like scaling small campaigns

because they can react the fastest

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with the least amount of risk.

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You can see that every one of these

campaigns, if I say X collection, it's

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limited by budget course, but I can go to

one 80 without hitting a point diminishing

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returns, or I could take this Bellagio.

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And I can go from 60 to 180 also without

hitting a point of diminishing returns.

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Each one of these things going from 60

to 120, that's not a big move to Google.

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Now doing that 10 times for 10

campaigns, that's 600 more per day.

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So when you're looking at here, for

example, this last, since October

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1st, I said, what if I put a hundred

percent more in Aspen into it?

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I got 137 percent more conversions.

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Those are now.

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A lot less risky.

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So my ROAS actually got 7

percent better after I put 105

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percent more budget into it.

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And looking at the backend, when I was

looking at just the top line metrics,

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my sales in September were 32, 000.

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My sales in October were 70, 000.

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So I doubt more than doubled

my actual top line numbers.

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Pmax usually doesn't do that.

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Pmax is you made more sales.

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And we're like, no, we didn't.

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So this is actually realistically

moving in the right direction because

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it's really low risk 10 times.

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And with a very high amount of

visibility into Google fascinating.

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like, you don't really care about

new and returning customers.

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You're going back to your first nugget.

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This could be new and returning

customers, which I think you gave

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the example there of this particular

business, but because it's such small

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budgets, it's like you're controlling it.

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You're really limiting that downside,

but then you're obviously using the

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data to be able to scale up and.

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that's doubling sales within a month,

basically using this strategy and this

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strategy alone, if I'm not mistaken.

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And the best part is I have 3000

SKUs from 25 different manufacturers.

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This is one, just

bricks, one, just bricks.

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So I said, Hey, you know what?

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Let's do this again.

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This again, let's do this with Samsonite.

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So I did this and said, Hey, yeah,

Samsonite has 10 times the amount

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of search volume than bricks

does according to Google trends

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in Google's keyword planner.

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So I said, you know what, let me

start this campaign on the third.

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And since the third, what you have

to be is good stewards of workload.

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which means don't be afraid to get

in there and keep making a bunch

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of changes in the right direction.

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So since the third, I made 483 changes.

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I am negative matching everything

that is not Samsonite because I really

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want good placements for Samsonite.

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Like I have good placement for bricks.

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So I'm.

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I'm excluding everything.

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I'm bubble up.

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So I have 70 negative

keywords on the seventh.

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I have added another 30 on the fourth.

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I keep going in there and just

hacking off lot of those negative

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keywords are really top of funnel.

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I don't know what I want yet.

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Kind of searches.

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Like I want a bag that's

this dimension kind of thing.

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Yeah.

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18 inch laptop rolling bag.

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Samsonite has one of those, but

I'd rather show up for a person

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that wants to buy a Samsonite.

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Okay.

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So what's nice about that is as soon as I

am on day like four of my negative keyword

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saga, and added 400 negative keywords that

weren't from the keywords that I wanted

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that fifth day, yesterday, for example,

I had 23 conversion or 23 clicks total.

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I had two sales.

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conversion rate is 8% and

I spent $42 to make 612.

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Beautiful.

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So now Samsonite garment luggage, one

click sales samsonite outlet, I'm running

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a, I have a sale that's permanent.

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I have taken my price, I've marked it up.

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I wrote a permanent 20%

off sale that pushed me 10%

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below map, which is my limit.

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And now I to direct response, always

have the best sale at the best price for

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the shortest amount of conversion path.

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Where 23 clicks makes two sales.

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Wow.

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that's why when you look at Bricks

luggage, 20 percent off, 10 percent

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off, 10 percent off, 10 percent off,

20 percent off, 20 percent off, 10%.

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I am the only one running a sale.

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You see me everywhere for

any type of search for all of

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the best performing products.

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If you're buying a Bricks for me on

Google today, you're buying it from me.

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Yeah.

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And we're looking at the screen here

and it basically dominates the entire.

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shopping row, in essence,

especially the ones where you

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don't have to click to the right.

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So I've always wondered, when

you're doing these sorts of things,

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we're looking at it on desktop.

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Do you view, do you cross

check everything on?

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Mobile as well to make sure that you're

appearing there, you're breaking it out

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by device, doing like what, where is,

where does that enter into the equation

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here as, or are there certain purchases

that you found in the case of like luggage

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for example, that's a desktop purchase?

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'cause I need to be in front, I

need to analyze, I need to look at

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it give much consideration there?

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so there it is.

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I actually take a harder focus on mobile.

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35 percent of all my ad clicks or 35

percent of all my conversions take

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two ad clicks or more to purchase.

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and it's usually a broad manufacturer

search and then a secondary model search.

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That's where the catch all will win.

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If it's not one of my best

performing items, that's my backup.

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So if you're looking for bricks and you

click on the Bellagio and you find, the.

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You list a year or something like that,

that I'm not actually having a dedicated

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campaign for, because it doesn't sell too

well when you come back and you Google

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that specific one that you found on my

site, that catch all campaign catches you.

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So it's all based on direct

response and it's all based on.

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Are you looking for one of the products

that usually sells 80 percent of the time?

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That's what dominates the SERP on

both desktop and mobile, because

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I know that I'm going to get cross

pollination of that traffic between

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desktop and mobile all the time.

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And when these are 350 and 750 AOVs,

you're probably going to have someone

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that will find you on mobile, then go

to the desktop and purchase it because.

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When you're buying 750 luggage,

you're probably not a Gen Z.

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So desktop is going to be

a little more favorable.

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It makes sense.

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So I needed to show up for

both those people as well.

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But yeah, that's the hyper

segmentation of standard shopping.

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And I just did it with bricks.

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We're, we went from 30,

000 down to up to 70, 000.

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So what's funny is now this company,

when this kind of continues, we're

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almost a million dollar annual

sales off of my first product line

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that I've done this with, and I'm

going to go do it 25 more times.

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but like the search term for bricks,

I would imagine you're showing up

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for that, just that unto itself,

or that's not even a search.

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Like you have bricks, luggage of bricks, a

lot of different sort of variations, but

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bricks itself, somebody's looking for it.

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Cause they want to go to the brick site

is I'm thinking, but you appear there as

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well, or is that not part of the strategy?

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bricks doesn't actually sell as well.

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I don't negate it, probably one out of

every 20 searches is just the term bricks.

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I think it's also cause

Google predictability.

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When you go to Google and type in

B R I C apostrophe S it says bricks

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luggage and people just click on that.

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So what Google is predicting is

what people usually search for,

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which is what usually sells.

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If you type in bricks is good.

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What's funny is you can also actually

type in bricks luggage and I have a search

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ad, that is also right underneath it.

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And, I'll outrank a lot of

times, bricks themselves on

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search, primarily also on mobile.

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so it's interesting is I'll have a.

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Search and a shopping ad.

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My search ad horrible performance.

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I even have the same, like

it's right underneath bricks,

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there's bricks, luggage, 20

percent off all bricks products.

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I get tons of clicks on that.

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as I think that your buyers, when they

make their buying decision, they look

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at, that's the color, that's the size,

that's the product, that's the price,

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that's the shipping, that's the discount.

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And they pop it.

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I'll probably get some return traffic

from the search, but search and shopping

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is a six to one ratio of conversions.

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Interesting.

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Yeah.

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Plus it's just a, it's

a visual purchase too.

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there is that element to it.

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why would you click on a shopping ad?

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You're looking for the product

you want at the best price period.