full

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

In this episode, Senior Client Manager Mel is joined by Onkar from our Strategy team where they review what led to the success of their dropshipping client who went from barely making $30K a month to now consistently making six figures.

Related videos:

👣 Scaling Performance Max Campaigns With John’s Stair-Step Method - Live Q&A:   

 • 👣 Scaling Performance Max Campaigns W...  

🔥 Google Ads Strategy: Hypersegmentation of Standard Shopping Campaigns:   

 • 🔥 Google Ads Strategy: Hypersegmentat...  

💰 Achieving 31% Google Ads Return On Ad Spend (ROAS) Increase In 2.5 Months:   

 • 💰 Achieving 31% Google Ads Return On ...  


0:00 Google Ads Success Strategy: From $30k/Month to Six Figures

4:48 Trying different strategies

11:44 Hypersegmentation

16:31 Check shopify product data

20:10 Social media, creatives, and other strategies

25:16 Conclusion

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This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/


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Transcript
Mel:

Hey, everyone.

2

:

It's Mel, senior client

manager here at Solutions 8.

3

:

And today I'm joined by Ankar, one

of the strategists on our team.

4

:

I'm super excited about today.

5

:

We're gonna be talking about one

of my favorite clients, We've had

6

:

some really great results with

Google ads, for the past year

7

:

that we've been working together.

8

:

So we want to share that

experience with you.

9

:

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

157

:

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.

282

:

that charity that they've decided

to work with is in relation to their

283

:

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

297

:

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

299

:

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.

304

:

Successful.

305

:

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

307

:

success and that's the success everybody

wants but not everybody is able or

308

:

wanting to put in the work and I That's

a hard thing about client management on

309

:

my side is you know, we see all these

opportunities, To improve the website

310

:

to improve the Product performance

to improve, getting better reviews.

311

:

All this stuff matters.

312

:

It's not just Google ads isolated.

313

:

And then also the client on his end,

he is very good at Facebook ads.

314

:

So he is running Facebook ads.

315

:

Now the Facebook strategy is based

upon what we're doing in Google, but

316

:

he's just running the same products,

the same locations, and that coupled

317

:

with what we're doing with Google

is really has helped so much.

318

:

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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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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you don't necessarily have

to rely on standard shopping.

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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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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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if we're seeing success, let's continue

down this path, until we hit a wall.

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which is what we're doing right now.

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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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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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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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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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So we'll leave you with that.

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If you enjoyed this video,

thank you for watching.

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

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That's what we love to do.

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And we love to see clients succeed.

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this is such a huge win for us.

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We love this client and

we're so happy for them.

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and the success that we've

been able to have this year.

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So thanks everyone.

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and we'll see you next time.

About the Podcast

Show artwork for The Google Ads Podcast
The Google Ads Podcast
PPC Strategies, Tutorials, Tips, Tricks, Hacks, and Best Practices