Google Ads Success Strategy: From $30K/Month to Six Figures With Performance Max

Mel: 00:00:11

Hey, everyone.

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It's Mel, senior client

manager here at Solutions 8.

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And today I'm joined by Ankar, one

of the strategists on our team.

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I'm super excited about today.

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We're gonna be talking about one

of my favorite clients, We've had

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some really great results with

Google ads, for the past year

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that we've been working together.

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So we want to share that

experience with you.

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this client is a drop shipper.

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if you looked at the website,

though, you would not Assume

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that they were a drop shipper.

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So we're going to talk about

some of the things that we think

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has led to this client success.

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So coupled with our Google ads, what

is the client doing on their end?

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And Ankur is going to run through some

performance stuff with Google ads.

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So to give you some context, when

this client started with us last

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year, we were struggling to make 30 K.

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In Shopify and their Shopify store,

I would say they had a streak of

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probably eight months of really not

great performance He was on the brink

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of I don't know what else to do.

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if we can't make this work, like

i'll have to shut this all down

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to fast forward to now, we've made

over Six figures for the last couple

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months, and continues to scale.

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we've been able to turn this

ship around, so to speak.

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and the client's really happy and

we love working with this client.

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so I guess we can hop into it.

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anything I forgot there on car

that you can think of, or should

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we go into performance stuff?

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let's go into the Google Ads account and

dive in what we did and how, we changed

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the Google Ads performance, compared to,

what, They were doing in, last year, I

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will let you know, what we did and then

how the campaign or the account form.

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here, if, if I go in overview, you

will see, a drastic increase in

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cost, conversions and ROAS as well.

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So usually what we see is whenever we,

try to increase our costs, the goes down.

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but we have, done that in a lot of

accounts and, we see the same thing.

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but in this account, it looks because the

client has also worked in the backend.

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He has, done great work in CRO, title

optimization product of, product feed

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optimization, for example, images,

descriptions, and in an year we have

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spent like close to two 40 K and then

our roas close to three, but we all

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know that Google doesn't attribute

all the sales to it, like it get lost,

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I guess not Beams, ROAS numbers are.

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Close to 3.

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5, and the whole year have

got like close to 30, 000.

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conversions, right?

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if we dive into our campaigns just to let

you guys know last year They were just

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running one smart shopping campaign with

all the products in it and the client

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was able to scale the campaign, till a

limit but then after everyone know like

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after I guess october september, google

ad started updating these smart shopping

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campaigns into pmax Our performance

went bad, we were not able to, hit the,

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ROAs that he was getting in the stand

shopping campaign, and we were not

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able to, spend, at the profitable ROAs,

and, we were not getting good control.

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like smart shopping campaign

was really good at finding out

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good products and scaling them.

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But with P max, what happens is, let's

say if you have a hundred products and

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there are 10 performing products, And

they are spending thousand dollars a day.

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If you increase that thousand

dollars a day, you spend to 1, 500.

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Google will spend those 500 extra dollars

in testing out new products, but with

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stand shopping it Smart shopping it was

not the case like it was just throwing

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money into those performing products

and everyone has faced this if you are

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managing, any account and if you are

running tmax you have faced this, one

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way or another we face the same issue

You So in this account, we have tried a

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lot of structures, first, I guess it was

just one whole upgrade Emacs campaign.

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We tried to do that, with

multiple assembles and all that.

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It didn't work.

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it was working, but then we

were not able to scale it.

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above a certain limit, and then the

main issue with the account is the

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lower AOV, there for certain categories,

their AOV is 30 and for some it's 60,

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but guess the average AOV is around 50.

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So it's a low AOV, account.

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everyone know, a struggle, to get

profitable with lower AOV, get higher

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ROAS, and, get good conversions, because

of the lower AOV, then we move to a high,

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medium, low ticket, campaign structure.

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That worked a little better, but then

again, we were not able to scale it.

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after I guess, June, July, we

moved to segmentation, we really

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focused on segmentation now with

sign shopping campaigns as well, I

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guess John has, have a lot of case

studies where he has segmented.

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Out the campaigns, based on

products, one product, one campaign.

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we tried segmentation here and

that worked, so we implemented two

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strategies versus segmentation.

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And then second is stair step method

that we were implementing when we

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had smart shopping campaigns, right?

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So first, I will talk about like

segmentations, like here, you can see

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there are lots and lots of, campaigns.

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will see right now we are running

close to 13 TMAX campaigns.

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and then if we only look at the

US ones, there we are running, 7,

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PMAX campaigns and 1 brand, search

campaign, we went into the back end.

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And in Google ads now reporting, we found

the best from products and the categories.

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so we found that there was a clothing

category, which was performing

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well, then there was an home, goods

category that was performing well.

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And then, there was.

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Phone accessory category that was

performing, like giving us most

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number of conversions, we segmented

out those categories into its own

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campaign and then we moved the

other categories into, one campaign.

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Then we use our stair step method.

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What stair step method usually

means is like we scale the

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campaign to a certain limit.

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We stay there for seven days.

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And then after that, we increase the kiosk

or spend, what we did was, for example,

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let's say, we take the clothing, campaign,

Let's say is running a hundred dollars.

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Daily budget, right?

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So what we will do is, we will,

up the budget to 300 and we will

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continue as of, let's say, 250, right?

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We will see if the campaign can

spend 300 daily budget and if it can

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maintain the 250, percent ROAS, right?

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If it is doing that, like after

a week, we will again increase

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the, budget from 300 to 300.

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400, We usually try to increase

it by 20 percent because if you

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increase above 20%, we have seen that

the campaign go in learning phase

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and then it performs really bad.

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Like it takes another like 14

days to get out of learning.

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And so we were scaling

these campus really slowly.

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That's why it took four months.

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To get 17, 000, 25, 000, 37, and

then in December, we spent 62.

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So it took us a while to scale this,

but now we have said, and then now we

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are facing, To spend above 62 in January

and 23, So it's not like Facebook where

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you can spend, 10x budget in a day.

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you can scale those campaigns by 10x, but

in Google works on search volume, right?

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you can't scale a campaign above the

search volume because then there is

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certain, search volume available in

the market and there are computers.

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Google have to like, Assign you

some percentage of search volume.

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So are limitations, right?

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So yeah, we have to scale slowly,

but now we are set and we are

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planning to spend 100k in a month.

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that's we did in the Campaign, in

the account after we got success in

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USA, we try to move to Canada and

then once we got hang of Canada,

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there we were getting like 2.

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5, 2.

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8, like decent to us, then we

move to like other countries, like

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Australia, New Zealand and UK.

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so that's how we also scaled our

spend and, but the revenue in the

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backend, and, in coming months, we

are planning to, do countries, we have

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seen like better results in Facebook,

like the client is managing Facebook.

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So he's getting better results.

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we are also planning,

coming months to test you.

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so yeah, that was everything I did.

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or we did in the, Google ads account.

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Melissa, guess I've covered everything.

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So let me know if I've missed anything.

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I can go over.

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I was thinking maybe on car, we could

talk a little bit about, just in the back

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end for you looking through the products,

like finding those categories and being

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like a little bit ruthless because

this client has over Thousand products.

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It is product heavy.

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So with Pmax, as I'm

described, it will focus.

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It'll try to find new products.

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So it'll just spend, and it's not

really focusing on products that are

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working, which was working really well

with smart shopping for this client.

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Because smart shopping would

find a product that's performing

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and it would hang on to it.

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Whereas Pmax is I have 16,

000 products to sort through.

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Let's try to spend on them.

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So it would just do this all the time.

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So why we had to hyper segment.

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and so on car and the team did a

really great job, in the back end, just

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pausing, like ruthlessly pausing products

that are not going to work for us.

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we can retest them at a later date,

but right now to work on performance

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metrics, we need to find, categories and

products that are working well for us.

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But then again like we were pausing

products, but they were variant

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of a main product So they were not

completely like causing that product.

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It was just a variant which was not

performing Yeah, and just a quick tip.

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if you have a lot of products

and you want to analyze You can't

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just go in campaigns and look at

like product performance in here.

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what you have to do what?

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we usually do when there are a lot of You

Products in here and multiple categories.

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We try to use reports a feature If we

go in reports, you will see multiple

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reports in here like for auction

insights for product categories for

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product titles for then item IDs, right?

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And then, CTRs.

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So here, if we look at a

recent one, that I created.

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Okay, so here, let's go in

product type level report.

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So here, we will see, if we do,

high to low, then we will see the

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performance of a product type report.

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You can't go in campaign

level data and product level.

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you can't get this data inside

Google ads or in campaign.

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You have to go in reports and you

have to read these reports to really

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understand Which category is working

or which subcategory is working, right?

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So here, for example,

this is, kitchen tools.

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and then under that we have a

subcategory that is working.

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So that's how we analyze

which product type is working.

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And then we segmented that out, right?

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if you just look at products, you

can't, you will never get to know

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which product type is that product in.

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Right so this is the 1st report

that we used and then the 2nd

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report was, item ID level report.

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So here we were.

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And again, here, you can see

that there is product type.

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Item ID product type 1st level.

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And then the performance based on, right

now, I've selected last 30 days, but we

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were looking at last 2 years data just

to see, which product was working, which

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type was working, which campaign was it?

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And.

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yeah, this is how you have to do it.

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And then, here, just to see data better,

you can use conditional formatting.

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It's really easy.

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here, let's say the, is more than three.

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It will mark.

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It has green this product,

in last 30 days, got 3.

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67 draw us, right?

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this didn't got 3, so it is not much.

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So this is how we analyze product types,

item IDs, and then option insights.

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CTR, here you see a better.

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Example like how we use conditional

formatting just to see which products

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have good CTR, bad CTR or moderate CTR.

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these are the reports that we use, be

used to analyze and then implemented.

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based on this information, we

implemented our strategies.

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And I also think it's just important

to note, when looking at the product

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data instead of Google ads, it's

important to look inside Google

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ads, but I also do think that it's

important to look at Shopify data too.

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So just compare the two.

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And also if you're in our shoes,

also talking to the client, what

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products have really good margins?

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What products have really bad margins?

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And so you're able from there to determine

specific product going to be fun.

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specific.

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product or category ROAS goals in

the account, based on those profit

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margins, then you can individually

set those, even just baseline.

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I guess one thing that I wanted to talk

about next is what the client did on his

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end, to ensure that he was also doing

everything within his power to make sure

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that this was going to be successful.

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a lot of times, I think it's, It can

be said from clients that, we're just

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going to do Google ads and that'll

be enough, but that's not enough.

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the client also has to

do work on their end.

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Okay.

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So what the client did on his end during

this time was he was also digging through

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all of the data He is very much involved

in this he knew that it was beyond You

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know his capacity right now to really

run the ads find the strategy find the

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products But he's still very much involved

in the runnings of the business and

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very much so in the weeds of the data He

takes all of his own product pictures.

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He tests his product pictures.

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He's looking at CTR.

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He's looking at different metrics

in Shopify, to really identify if

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his product images are working well.

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So we have to remember

he is a dropshipper.

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So he spends a lot of time and a lot of

effort, to take his own product images.

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And you can really tell on his website

in comparison to other dropshippers.

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That he sets himself apart from other

dropshippers in that way because he

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has, really great, lifestyle images

of the products that he chooses.

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and then that segues into

the products that he chooses.

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So although he is a dropshipper,

he really spends a lot of time

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making sure that the products that

he does carry are good quality.

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I think a lesson here is looking at,

how many returns are you getting?

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Are you getting a lot of client,

Customer feedback, just getting

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a lot of client feedback that the

products are bad, quality is not good.

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So he spent a lot of time, just going

through all of those reviews and making

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sure that he doesn't sell those products

anymore or fixes them or whatever it was.

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That's really important.

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He spends a lot of time.

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Also, anybody who has problems, any

customers that do have problems, his

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customer experience team reaches out

to them, tries to get to the bottom of

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it, and really just works with them.

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I knew this was going

to be a problem today.

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so another thing that they do

really well is their social media

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and their, creative abilities.

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So they're pumping out new, Facebook,

ads, they're pumping out new images,

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they're pumping out new video,

TikTok, all of it, quite often.

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And it's all basically

lifestyle, which is.

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It's easy enough to do, but

they just have a lot of content.

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They've got a team that

they're, that they, work with.

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or actually, the team it's them.

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it's family owned.

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So it's, my client and his partner

who run this, dropshipping website.

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so they're really good at what they do.

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So she handles all the creative stuff.

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and she makes all their videos.

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she makes all their Instagram, Tik TOK,

images, videos, whatever, she does it.

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So I think that's another thing that

they spend a lot of time on that's

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really helped with their success.

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product titles is another thing.

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on the client side, he's done a lot of

testing with different product titles and

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just changing them, A, B, testing them.

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He did a lot of work there.

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And then also on our side, we've

done a lot of work as well.

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We have a, feed specialist on our

team who, I've also asked to go

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through his entire feed and just

make sure there's nothing, or

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their whatever can be improved.

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We are improving upon.

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that's a big factor there as well.

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Um, Oh, a charity program where they give

back for all the purchases that they,

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have and all the revenue that they make.

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They do give back.

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Um, Okay.

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that charity that they've decided

to work with is in relation to their

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store category, if that makes sense.

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but it's another thing that helps

set them apart from other stores.

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The only thing dropshipping

have those products, but it

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is family owned and operated.

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They have this charity program.

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they take all their own product images.

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They test all the products themselves.

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so they've done a lot of work on

their end and it really shows.

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And I think that's what saved this

is the client's ability to see that

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there's stuff within his control

that he can actually improve upon.

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And he did it.

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Coupled with obviously our Google ads

testing and strategy that we've been able

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to Scale throughout the last six eight

to eight months I think I agree with what

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you said and then again like everyone

needs to understand like it's not just

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That google ads agency or facebook as

you see that will lead you to success.

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You have to also work on the business

or on the back end like improving your

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shipping improving your rto improving your

product packaging just website appeal.

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So there is a lot that the client

can do and help us to, like,

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perform to do our jobs better.

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I think the client and the agency

that their work goes hand in hand and

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then the account or the business gets.

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Successful.

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just wanted to add that I mean overall

I think the combination of the work we

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do at solutions a coupled with a really

driven motivated client We can see that

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success and that's the success everybody

wants but not everybody is able or

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wanting to put in the work and I That's

a hard thing about client management on

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my side is you know, we see all these

opportunities, To improve the website

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to improve the Product performance

to improve, getting better reviews.

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All this stuff matters.

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It's not just Google ads isolated.

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And then also the client on his end,

he is very good at Facebook ads.

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So he is running Facebook ads.

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Now the Facebook strategy is based

upon what we're doing in Google, but

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he's just running the same products,

the same locations, and that coupled

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with what we're doing with Google

is really has helped so much.

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There's more to success than

just, scaling Google ads.

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it's this whole, it's

improving the entire business.

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And I think this client is such a great

example of how that can really work out.

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and it's, led to such

great success for him.

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words.

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Final words.

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I will just put our strategy in point is

people can, like people who are watching

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they should get the strategy in points.

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again, like the strategy, it depends

on the account to account basis,

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but I will say, Use reports, Look at

CTRs, look at your product feed, try

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to improve your product feed, then,

look at auction insights, look at what

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your competitors are doing, what are

the pricing main thing, then based on

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all this data, the structure depends.

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: 00:18:47

there are more than five or six structures

that you can, Implement a Google Ads

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account, have to look at all that data,

and then you have to find which structure

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will work with thing, So that's few

point is that I want to give, and, if

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you guys implement this, then, yeah, you

can also scan your account, pretty well.

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I guess that's everything.

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stair stepping method if you can.

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: 00:19:07

you don't necessarily have

to rely on standard shopping.

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: 00:19:10

I know we talk a lot about moving

to standard shopping, and in a

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lot of cases it works better.

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Don't get us wrong.

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Don't come for us here in the comments.

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but PMAX Worked for this client.

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So we stuck with it and every time we

made, those strategy changes that Ankur

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talked about, we saw better success.

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: 00:19:26

So we're not going to say, Oh, we're

having great success, but let's

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switch to the standard shopping.

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: 00:19:31

if we're seeing success, let's continue

down this path, until we hit a wall.

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: 00:19:36

which is what we're doing right now.

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: 00:19:37

And we've been able to scale no problem.

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So we're having great success here.

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stair stepping method.

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Find the products that work.

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Find the categories that work.

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: 00:19:44

If you have a lot of

products, do that work.

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That is so important because

otherwise your PMAX is going to just

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spend on what it wants to spend on

and it's not going to care if you

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have great performing products.

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It's just gonna, cycle through those

ones that, that it wants to cycle

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through, for lack of better words.

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: 00:20:01

and then also a couple that strategy

within Google ads with working on

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your overall business, your product

images, your website, your customer

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experience on the website, CRO, look

at your CRO, look at your product feed.

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All of those things matter.

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: 00:20:17

and they can either help

or hinder your Google ads.

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and it could cost you money.

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you could be spending a lot of

money when actually, if you just

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work on those things, you wouldn't

need to spend so much money.

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: 00:20:29

So we'll leave you with that.

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If you enjoyed this video,

thank you for watching.

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: 00:20:34

You can like, click subscribe,

do all those things, do all

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the things they tell you to do.

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: 00:20:40

a little, like if you are spending more

than 10, 000, you can contact us and

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if you need help, we can help you guys.

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: 00:20:48

Yes, that's what we're here for.

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: 00:20:52

That's what we love to do.

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: 00:20:53

And we love to see clients succeed.

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: 00:20:56

this is such a huge win for us.

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: 00:20:58

We love this client and

we're so happy for them.

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: 00:21:00

and the success that we've

been able to have this year.

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: 00:21:03

So thanks everyone.

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and we'll see you next time.