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.
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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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Transcript
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.
10
:if you looked at the website,
though, you would not Assume
11
:that they were a drop shipper.
12
:So we're going to talk about
some of the things that we think
13
:has led to this client success.
14
:So coupled with our Google ads, what
is the client doing on their end?
15
:And Ankur is going to run through some
performance stuff with Google ads.
16
:So to give you some context, when
this client started with us last
17
:year, we were struggling to make 30 K.
18
:In Shopify and their Shopify store,
I would say they had a streak of
19
:probably eight months of really not
great performance He was on the brink
20
:of I don't know what else to do.
21
:if we can't make this work, like
i'll have to shut this all down
22
:to fast forward to now, we've made
over Six figures for the last couple
23
:months, and continues to scale.
24
:we've been able to turn this
ship around, so to speak.
25
:and the client's really happy and
we love working with this client.
26
:so I guess we can hop into it.
27
:anything I forgot there on car
that you can think of, or should
28
:we go into performance stuff?
29
:let's go into the Google Ads account and
dive in what we did and how, we changed
30
:the Google Ads performance, compared to,
what, They were doing in, last year, I
31
:will let you know, what we did and then
how the campaign or the account form.
32
:here, if, if I go in overview, you
will see, a drastic increase in
33
:cost, conversions and ROAS as well.
34
:So usually what we see is whenever we,
try to increase our costs, the goes down.
35
:but we have, done that in a lot of
accounts and, we see the same thing.
36
:but in this account, it looks because the
client has also worked in the backend.
37
:He has, done great work in CRO, title
optimization product of, product feed
38
:optimization, for example, images,
descriptions, and in an year we have
39
:spent like close to two 40 K and then
our roas close to three, but we all
40
:know that Google doesn't attribute
all the sales to it, like it get lost,
41
:I guess not Beams, ROAS numbers are.
42
:Close to 3.
43
:5, and the whole year have
got like close to 30, 000.
44
:conversions, right?
45
:if we dive into our campaigns just to let
you guys know last year They were just
46
:running one smart shopping campaign with
all the products in it and the client
47
:was able to scale the campaign, till a
limit but then after everyone know like
48
:after I guess october september, google
ad started updating these smart shopping
49
:campaigns into pmax Our performance
went bad, we were not able to, hit the,
50
:ROAs that he was getting in the stand
shopping campaign, and we were not
51
:able to, spend, at the profitable ROAs,
and, we were not getting good control.
52
:like smart shopping campaign
was really good at finding out
53
:good products and scaling them.
54
:But with P max, what happens is, let's
say if you have a hundred products and
55
:there are 10 performing products, And
they are spending thousand dollars a day.
56
:If you increase that thousand
dollars a day, you spend to 1, 500.
57
:Google will spend those 500 extra dollars
in testing out new products, but with
58
:stand shopping it Smart shopping it was
not the case like it was just throwing
59
:money into those performing products
and everyone has faced this if you are
60
:managing, any account and if you are
running tmax you have faced this, one
61
:way or another we face the same issue
You So in this account, we have tried a
62
:lot of structures, first, I guess it was
just one whole upgrade Emacs campaign.
63
:We tried to do that, with
multiple assembles and all that.
64
:It didn't work.
65
:it was working, but then we
were not able to scale it.
66
:above a certain limit, and then the
main issue with the account is the
67
:lower AOV, there for certain categories,
their AOV is 30 and for some it's 60,
68
:but guess the average AOV is around 50.
69
:So it's a low AOV, account.
70
:everyone know, a struggle, to get
profitable with lower AOV, get higher
71
:ROAS, and, get good conversions, because
of the lower AOV, then we move to a high,
72
:medium, low ticket, campaign structure.
73
:That worked a little better, but then
again, we were not able to scale it.
74
:after I guess, June, July, we
moved to segmentation, we really
75
:focused on segmentation now with
sign shopping campaigns as well, I
76
:guess John has, have a lot of case
studies where he has segmented.
77
:Out the campaigns, based on
products, one product, one campaign.
78
:we tried segmentation here and
that worked, so we implemented two
79
:strategies versus segmentation.
80
:And then second is stair step method
that we were implementing when we
81
:had smart shopping campaigns, right?
82
:So first, I will talk about like
segmentations, like here, you can see
83
:there are lots and lots of, campaigns.
84
:will see right now we are running
close to 13 TMAX campaigns.
85
:and then if we only look at the
US ones, there we are running, 7,
86
:PMAX campaigns and 1 brand, search
campaign, we went into the back end.
87
:And in Google ads now reporting, we found
the best from products and the categories.
88
:so we found that there was a clothing
category, which was performing
89
:well, then there was an home, goods
category that was performing well.
90
:And then, there was.
91
:Phone accessory category that was
performing, like giving us most
92
:number of conversions, we segmented
out those categories into its own
93
:campaign and then we moved the
other categories into, one campaign.
94
:Then we use our stair step method.
95
:What stair step method usually
means is like we scale the
96
:campaign to a certain limit.
97
:We stay there for seven days.
98
:And then after that, we increase the kiosk
or spend, what we did was, for example,
99
:let's say, we take the clothing, campaign,
Let's say is running a hundred dollars.
100
:Daily budget, right?
101
:So what we will do is, we will,
up the budget to 300 and we will
102
:continue as of, let's say, 250, right?
103
:We will see if the campaign can
spend 300 daily budget and if it can
104
:maintain the 250, percent ROAS, right?
105
:If it is doing that, like after
a week, we will again increase
106
:the, budget from 300 to 300.
107
:400, We usually try to increase
it by 20 percent because if you
108
:increase above 20%, we have seen that
the campaign go in learning phase
109
:and then it performs really bad.
110
:Like it takes another like 14
days to get out of learning.
111
:And so we were scaling
these campus really slowly.
112
:That's why it took four months.
113
:To get 17, 000, 25, 000, 37, and
then in December, we spent 62.
114
:So it took us a while to scale this,
but now we have said, and then now we
115
:are facing, To spend above 62 in January
and 23, So it's not like Facebook where
116
:you can spend, 10x budget in a day.
117
:you can scale those campaigns by 10x, but
in Google works on search volume, right?
118
:you can't scale a campaign above the
search volume because then there is
119
:certain, search volume available in
the market and there are computers.
120
:Google have to like, Assign you
some percentage of search volume.
121
:So are limitations, right?
122
:So yeah, we have to scale slowly,
but now we are set and we are
123
:planning to spend 100k in a month.
124
:that's we did in the Campaign, in
the account after we got success in
125
:USA, we try to move to Canada and
then once we got hang of Canada,
126
:there we were getting like 2.
127
:5, 2.
128
:8, like decent to us, then we
move to like other countries, like
129
:Australia, New Zealand and UK.
130
:so that's how we also scaled our
spend and, but the revenue in the
131
:backend, and, in coming months, we
are planning to, do countries, we have
132
:seen like better results in Facebook,
like the client is managing Facebook.
133
:So he's getting better results.
134
:we are also planning,
coming months to test you.
135
:so yeah, that was everything I did.
136
:or we did in the, Google ads account.
137
:Melissa, guess I've covered everything.
138
:So let me know if I've missed anything.
139
:I can go over.
140
:I was thinking maybe on car, we could
talk a little bit about, just in the back
141
:end for you looking through the products,
like finding those categories and being
142
:like a little bit ruthless because
this client has over Thousand products.
143
:It is product heavy.
144
:So with Pmax, as I'm
described, it will focus.
145
:It'll try to find new products.
146
:So it'll just spend, and it's not
really focusing on products that are
147
:working, which was working really well
with smart shopping for this client.
148
:Because smart shopping would
find a product that's performing
149
:and it would hang on to it.
150
:Whereas Pmax is I have 16,
000 products to sort through.
151
:Let's try to spend on them.
152
:So it would just do this all the time.
153
:So why we had to hyper segment.
154
:and so on car and the team did a
really great job, in the back end, just
155
:pausing, like ruthlessly pausing products
that are not going to work for us.
156
: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.
158
:But then again like we were pausing
products, but they were variant
159
:of a main product So they were not
completely like causing that product.
160
:It was just a variant which was not
performing Yeah, and just a quick tip.
161
:if you have a lot of products
and you want to analyze You can't
162
:just go in campaigns and look at
like product performance in here.
163
:what you have to do what?
164
:we usually do when there are a lot of You
Products in here and multiple categories.
165
:We try to use reports a feature If we
go in reports, you will see multiple
166
:reports in here like for auction
insights for product categories for
167
:product titles for then item IDs, right?
168
:And then, CTRs.
169
:So here, if we look at a
recent one, that I created.
170
:Okay, so here, let's go in
product type level report.
171
:So here, we will see, if we do,
high to low, then we will see the
172
:performance of a product type report.
173
:You can't go in campaign
level data and product level.
174
:you can't get this data inside
Google ads or in campaign.
175
:You have to go in reports and you
have to read these reports to really
176
:understand Which category is working
or which subcategory is working, right?
177
:So here, for example,
this is, kitchen tools.
178
:and then under that we have a
subcategory that is working.
179
:So that's how we analyze
which product type is working.
180
:And then we segmented that out, right?
181
:if you just look at products, you
can't, you will never get to know
182
:which product type is that product in.
183
:Right so this is the 1st report
that we used and then the 2nd
184
:report was, item ID level report.
185
:So here we were.
186
:And again, here, you can see
that there is product type.
187
:Item ID product type 1st level.
188
:And then the performance based on, right
now, I've selected last 30 days, but we
189
:were looking at last 2 years data just
to see, which product was working, which
190
:type was working, which campaign was it?
191
:And.
192
:yeah, this is how you have to do it.
193
:And then, here, just to see data better,
you can use conditional formatting.
194
:It's really easy.
195
:here, let's say the, is more than three.
196
:It will mark.
197
:It has green this product,
in last 30 days, got 3.
198
:67 draw us, right?
199
:this didn't got 3, so it is not much.
200
:So this is how we analyze product types,
item IDs, and then option insights.
201
:CTR, here you see a better.
202
:Example like how we use conditional
formatting just to see which products
203
:have good CTR, bad CTR or moderate CTR.
204
:these are the reports that we use, be
used to analyze and then implemented.
205
:based on this information, we
implemented our strategies.
206
:And I also think it's just important
to note, when looking at the product
207
:data instead of Google ads, it's
important to look inside Google
208
:ads, but I also do think that it's
important to look at Shopify data too.
209
:So just compare the two.
210
:And also if you're in our shoes,
also talking to the client, what
211
:products have really good margins?
212
:What products have really bad margins?
213
:And so you're able from there to determine
specific product going to be fun.
214
:specific.
215
:product or category ROAS goals in
the account, based on those profit
216
:margins, then you can individually
set those, even just baseline.
217
:I guess one thing that I wanted to talk
about next is what the client did on his
218
:end, to ensure that he was also doing
everything within his power to make sure
219
:that this was going to be successful.
220
:a lot of times, I think it's, It can
be said from clients that, we're just
221
:going to do Google ads and that'll
be enough, but that's not enough.
222
:the client also has to
do work on their end.
223
:Okay.
224
:So what the client did on his end during
this time was he was also digging through
225
:all of the data He is very much involved
in this he knew that it was beyond You
226
:know his capacity right now to really
run the ads find the strategy find the
227
:products But he's still very much involved
in the runnings of the business and
228
:very much so in the weeds of the data He
takes all of his own product pictures.
229
:He tests his product pictures.
230
:He's looking at CTR.
231
:He's looking at different metrics
in Shopify, to really identify if
232
:his product images are working well.
233
:So we have to remember
he is a dropshipper.
234
:So he spends a lot of time and a lot of
effort, to take his own product images.
235
:And you can really tell on his website
in comparison to other dropshippers.
236
:That he sets himself apart from other
dropshippers in that way because he
237
:has, really great, lifestyle images
of the products that he chooses.
238
:and then that segues into
the products that he chooses.
239
:So although he is a dropshipper,
he really spends a lot of time
240
:making sure that the products that
he does carry are good quality.
241
:I think a lesson here is looking at,
how many returns are you getting?
242
:Are you getting a lot of client,
Customer feedback, just getting
243
:a lot of client feedback that the
products are bad, quality is not good.
244
:So he spent a lot of time, just going
through all of those reviews and making
245
:sure that he doesn't sell those products
anymore or fixes them or whatever it was.
246
:That's really important.
247
:He spends a lot of time.
248
:Also, anybody who has problems, any
customers that do have problems, his
249
:customer experience team reaches out
to them, tries to get to the bottom of
250
:it, and really just works with them.
251
:I knew this was going
to be a problem today.
252
:so another thing that they do
really well is their social media
253
:and their, creative abilities.
254
:So they're pumping out new, Facebook,
ads, they're pumping out new images,
255
:they're pumping out new video,
TikTok, all of it, quite often.
256
:And it's all basically
lifestyle, which is.
257
:It's easy enough to do, but
they just have a lot of content.
258
:They've got a team that
they're, that they, work with.
259
:or actually, the team it's them.
260
:it's family owned.
261
:So it's, my client and his partner
who run this, dropshipping website.
262
:so they're really good at what they do.
263
:So she handles all the creative stuff.
264
:and she makes all their videos.
265
:she makes all their Instagram, Tik TOK,
images, videos, whatever, she does it.
266
:So I think that's another thing that
they spend a lot of time on that's
267
:really helped with their success.
268
:product titles is another thing.
269
:on the client side, he's done a lot of
testing with different product titles and
270
:just changing them, A, B, testing them.
271
:He did a lot of work there.
272
:And then also on our side, we've
done a lot of work as well.
273
:We have a, feed specialist on our
team who, I've also asked to go
274
:through his entire feed and just
make sure there's nothing, or
275
:their whatever can be improved.
276
:We are improving upon.
277
:that's a big factor there as well.
278
:Um, Oh, a charity program where they give
back for all the purchases that they,
279
:have and all the revenue that they make.
280
:They do give back.
281
:Um, Okay.
282
:that charity that they've decided
to work with is in relation to their
283
:store category, if that makes sense.
284
:but it's another thing that helps
set them apart from other stores.
285
:The only thing dropshipping
have those products, but it
286
:is family owned and operated.
287
:They have this charity program.
288
:they take all their own product images.
289
:They test all the products themselves.
290
:so they've done a lot of work on
their end and it really shows.
291
:And I think that's what saved this
is the client's ability to see that
292
:there's stuff within his control
that he can actually improve upon.
293
:And he did it.
294
:Coupled with obviously our Google ads
testing and strategy that we've been able
295
:to Scale throughout the last six eight
to eight months I think I agree with what
296
: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.
298
: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.
300
:So there is a lot that the client
can do and help us to, like,
301
:perform to do our jobs better.
302
:I think the client and the agency
that their work goes hand in hand and
303
: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
306
: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.
319
:it's this whole, it's
improving the entire business.
320
:And I think this client is such a great
example of how that can really work out.
321
:and it's, led to such
great success for him.
322
:words.
323
:Final words.
324
:I will just put our strategy in point is
people can, like people who are watching
325
:they should get the strategy in points.
326
:again, like the strategy, it depends
on the account to account basis,
327
:but I will say, Use reports, Look at
CTRs, look at your product feed, try
328
:to improve your product feed, then,
look at auction insights, look at what
329
:your competitors are doing, what are
the pricing main thing, then based on
330
:all this data, the structure depends.
331
:there are more than five or six structures
that you can, Implement a Google Ads
332
:account, have to look at all that data,
and then you have to find which structure
333
:will work with thing, So that's few
point is that I want to give, and, if
334
:you guys implement this, then, yeah, you
can also scan your account, pretty well.
335
:I guess that's everything.
336
:stair stepping method if you can.
337
:you don't necessarily have
to rely on standard shopping.
338
:I know we talk a lot about moving
to standard shopping, and in a
339
:lot of cases it works better.
340
:Don't get us wrong.
341
:Don't come for us here in the comments.
342
:but PMAX Worked for this client.
343
:So we stuck with it and every time we
made, those strategy changes that Ankur
344
:talked about, we saw better success.
345
:So we're not going to say, Oh, we're
having great success, but let's
346
:switch to the standard shopping.
347
:if we're seeing success, let's continue
down this path, until we hit a wall.
348
:which is what we're doing right now.
349
:And we've been able to scale no problem.
350
:So we're having great success here.
351
:stair stepping method.
352
:Find the products that work.
353
:Find the categories that work.
354
:If you have a lot of
products, do that work.
355
:That is so important because
otherwise your PMAX is going to just
356
:spend on what it wants to spend on
and it's not going to care if you
357
:have great performing products.
358
:It's just gonna, cycle through those
ones that, that it wants to cycle
359
:through, for lack of better words.
360
:and then also a couple that strategy
within Google ads with working on
361
:your overall business, your product
images, your website, your customer
362
: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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thank you for watching.
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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
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:So thanks everyone.
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:and we'll see you next time.