- Hey guys, Sam here from keycommerce.com.
And in this video, you're going to learn,
how to think like an eCommerce marketer.
Really, really important when you're running
any sort of campaigns on Google, Facebook,
improving your website.
And I'm gonna talk about this now,
especially in relation to Google Ads and Google Shopping,
but pretty much this sort of stuff is so important
when you're just running any sort of campaigns
for your eCommerce store.
So let's get into it, guys.
So what I wanna do is really set your expectations,
especially with Google Ads,
because a lot of people will rush in
and they think that immediately
they're gonna get huge profits
and then they just gonna make a lot of money.
And this can happen,
but generally it takes time, guys.
So Google Ads takes time to ramp up and build
those shopping campaigns.
They need time to get into...
for the algorithm to start figuring out
what you're actually selling.
And then if you're using automated bidding.
It takes time for that to ramp up as well.
So, what I recommend doing
is just understanding this and not getting emotional.
To really understanding that it is a long-term process
and you're trying to build this profit generating machine.
That's the good thing about Google Ads is,
once you get it going and you start optimizing,
it often grows and grows,
and it's gonna get much more consistent results
every single month than something as volatile as Facebook.
And this is what I really like about it,
but it does take time to get that,
you've got to put in the work,
but it does deliver those returns
for months and months, years to come.
You still have to manage it of course
and keep an eye on it
and then make changes based on the market and Google.
But overall it's much less volatile.
And something to keep in mind as well, guys,
is that, even if you're spending money on your ads,
you're spending money on your budget
and you may not be making money yet.
You're still learning and gathering data.
Some people think that it's a total waste
unless you're making money straight away on the front end.
No, you're using this to get all this data
about who your customers are.
What actually works in terms of strategies.
And then you can start making these changes
and optimizations based on what's working
based on the profit.
We're gonna go through that a little bit
in this video as well.
Usual timeline that I recommend
to all stores when they're starting
their Google Ads account,
is that it takes two weeks off
to pushing these campaigns live to get an idea of potential.
So, you may not be profitable
or may not make a lot of sales, but you get an idea
of what sort of search volume is out there,
based on your ads, the keywords, your shopping campaigns.
And it generally takes four to six weeks after that point
to get it to profitability, to break even.
So, you know, you're looking
at about two months sometimes to get it
to get that point where it's profitable,
it's at a much higher volume of sales,
but it takes time to ramp up
and you'll see this with your own accounts.
Sometimes you can come out again really, really strong,
depending on the market,
depending on people's searching,
depending on your website,
how well it converts.
But usually that's what I'll say to people.
You know, we can get it done in four weeks
but a good measure to set your expectations
is four to six weeks after that two week period.
So, about eight weeks, two months.
So, that's really important guys.
The next thing is profitability.
So, what we're trying to get to this breakeven point
where we're making profitable and it is important
to watch your revenue costs, CPA and CTR.
But I say here, profitability is even more important
because it's actual cash that you will have
in your bank account at the end of the month.
Of course, you have to buy a new stock,
depending on what sort of fulfillment model,
you be doing shop shipping
or if you're importing the stock yourself.
(indistinct) you'll have your own sort of cashflow dates
that you know, have to pay for stock,
but overall your profits.
That's what we really care about.
And so that's why a lot of people go into their account.
They don't set up conversion tracking
and they just focus on clicks
or they look at their store and hope to get sales.
You need to set up conversion tracking guys, so important.
And need to make sure you're tracking transaction values.
I've got a video where I show you how to do all this
for your Google Ads account in analytics.
I'll leave a link in the description as well,
but you wanna make sure you're tracking profit generated.
So, no one else is really talking about this
or teaching this the same way that I'm teaching it.
Basically, you can create a custom column
in your Google Ads account that shows
the actual profit generated.
Right there, campaign, the ad, the keyword,
the shopping campaign, the product group,
everything, you'll be able to see that profit generated.
And I've made a video showing you
how to add these custom columns
and showing you the formula,
which the formula here.
You need to work at your own profit margin.
I'll leave link.
There's a lot of videos here.
I'll leave a link to these videos in the description.
My channel, I go through all of this stuff
that really helps you build up your Google Ads account.
And it's so important.
And I'm trying to just give you everything I possibly can
to help you succeed.
But another metric to look
at is average profit per conversion.
So, it doesn't show you the total volume of profits
but it shows you on average for each conversion,
how much profit are you making?
This is really, really helpful for you to see,
'cause you can compare campaigns,
because this...
Some campaigns may have the same amount of sales
but less conversions.
So the average conversion actually
has a higher average order value.
So this helps you to see and compare metrics like that.
Like I said, we can create these as custom columns.
I'll leave a link to that video in the description.
Go check it out, I really recommend it.
But the next thing.
So, that's all about the metrics,
which is really important part of thinking like a marketer,
is you get guided by those metrics.
But the next thing is you need
to understand online shoppers.
You need to understand how people interact online.
How do people buy things online
and especially how your customers interact online.
'Cause you know, you can have the whole market of old,
like the whole world, on how they will...
a whole country and how they buy online.
But maybe you're selling to the older generation.
They are going to interact with the web bit differently
to younger people.
They're going to expect things to be super simple.
You wanna explain things very clearly.
You don't wanna have a weird design on your store.
You wanna have, you know, big buttons, big navigation,
make it really clear, be really honest and explain things.
Don't try anything fancy.
That's what you do for those guys.
And so what you need to do is really figure out,
who are you selling to yourself?
And what do they do when they wanna buy something online?
Maybe all of your customers actually hang
out in Facebook groups.
Maybe they're in forums.
Maybe they actually go and go to the shop and then Google
while they're in the shop and Google the actual product
and then actually buy it from your store online.
Instead of buying it in store.
It really depends on what you're selling,
who you're selling to.
And this is something that's so important.
If you wanna think like a marketer,
you need to understand the people you're selling to,
because once you understand that, it becomes so much easier
to know what strategies to implement
and how to sell to these people
and what you can do to optimize and get better and better.
So, like I said,
how do these people buy things online?
And the other thing to keep in mind
is that no two customers are the same.
So when we build these strategies,
the cool thing about digital marketing
is that you can create ads that target specific keywords.
So, you know if one person searches for,
you know, "buy AirPods online,"
then you ad can say, "buy AirPods online,"
your ad, doesn't say, "buy headphones online,"
cause that's much more general.
You're saying, "buy AirPods, Apple AirPods online,"
make it really clear.
This is how you can be much more customized
depending on the behavior of that user.
And this is how you can also add them to audiences
and re target people based on a certain page they visited,
that sort of thing.
But also keep in mind that,
you could never, you know,
It's not yet possible to easily create a campaign
for a specific individual.
It's always gonna be multiple people picked
up by that campaign.
Let me try and explain this.
So yeah, so no two customers will be exactly the same
but your job is to try and answer those people,
their questions, their objections
and solve their problem as best you can.
And you don't wanna go so general
that you make a super general store
that you actually don't help anybody
because it's so general that doesn't
actually solve anyone's problem.
You wanna make it solve their problem enough
but it's also a volume of people
that you can actually make enough sales.
Something to also keep in mind guys,
is that, these customers as well,
they're all very different
but they're also at different stages of their journey
towards buying your product.
Some people may not even know that your product exists.
They don't know that it solves their problem.
And so they might just be searching on Google
for more top of funnel terms.
This is what we call top of funnel.
There are people that are going there,
they're just researching.
Maybe you sell a cream for eczema
and they go to Google and search,
"How do I fix my itchy red skin?"
And they go there and they're just looking
at how they can solve this problem.
They don't even know that cream is the answer.
Well then, you can have ad that puts your cream at the top
and you don't say, "buy my cream."
No, you say, "I do have itchy red skin."
And then you take them to some sort of blog articles
some sort of page that educates
them on how they can fix this.
And then present your product as the solution.
See, what I'm doing there is, you know,
I'm not just thinking straight from an eCommerce
bottom of funnel where I'm just trying
to convert, convert, convert.
What I'm doing is that I'm thinking,
who's searching for my products
and who was bought my products in the past
And what is their journey.
And I'm gonna go through the buyer's journey in a second,
but there are gonna be people
that buy your products that come in,
maybe they know they need some eczema cream.
So they search for, "buy eczema online,"
and then boom, take them to the product page.
And then you can convert
them at a really high conversion rate.
That's gonna be much easier
'cause you know that they know they have a problem.
They know the solution.
You just have to show that your solution solves that problem
in the best way possible.
And you're adding more value
than what they're paying for basically.
So here's the buyer's journey here, guys.
You may have seen this before.
This is some basic marketing 101 stuff.
It is really important to know,
a lot of people just try and ignore this
and don't think about it.
But this is a really good guide
for how you structure your campaigns.
You know, so, people are gonna be coming
through and you know,
Facebook is really good at showing con...
like showing products to people that don't know
they actually need this product
or want this product.
Yes. You can talk to people that do,
they are in that niche and they do want that product.
But that's a really beautiful thing about Facebook.
With Google, what I love about Google is that,
it's got a lot of intent.
You can really clearly see someone's intent.
So, someone's gonna go to Google with a clear goal.
"I want this."
"I want directions for this."
"I want to find this restaurant"
or "I want to find this sort of product."
And so your job then, is to interpret that intention
by looking at their keywords,
creating audiences and then getting them to the right page
using the right ad to then convert.
And this is all about this...
This whole video is about thinking
like an eCommerce marketer guys
and think about, okay,
when someone searches for, "buy eczema cream online."
What do they want?
Okay. They want eczema cream.
They probably have an eczema problem.
They think cream is a solution,
they're ready to buy with eCommerce,
they wanna buy online.
So they're not looking to go to a shop.
So you show your ad and make it really clear in your ad
"buy eczema cream online here,"
or, you know, "buy our brand eczema cream," or whatever.
Like you test out different ads, but you're thinking,
"okay, how can we get this person to the right location?"
"How can we solve their problem?"
And then get them to that funnel and you convert.
And so, they're gonna be at a different stage,
awareness, interest, desire or action.
So that you wanna get them down to that action stage
where they're like,
yes, they have the credit card,
like yes, let's purchase.
And so, when you design your strategy in Google Ads,
this is why shopping campaigns are really good
because it can hit people at all stages of the funnel
because you're not designing the keywords yourself
you're building a product feed.
And then Google goes out and shows these ads
to all these different people
and then tracks who clicks on it,
looks at the click through rate.
And especially when you have automated bidding
they're looking at who's actually converting as well.
And this is a really fantastic strategy
to let Google take care of all of that for you.
But I really recommend you think about it for yourself,
especially with search campaigns.
I've got a couple of videos on search campaigns too.
I'm making some more, very soon,
but this is a really big thing that you can do
to really think about where that person is
in the funnel and then get them to your site
and solve the problem that they have in that funnel.
And then get them to move down to through awareness,
just knowing they have a problem to interest to a start,
they're pick perking up the areas,
okay, this potentially could solve the problem, desire,
yes, I do need this product.
And then actually taking action
and letting them convert.
And remarketing campaigns,
that can be fantastic too,
because maybe they have desire for this product,
but they're just not ready to convert yet.
So they know,
"okay, I need this product.
I don't know who to buy it from."
So yeah, then you can help
them get down to the action stage.
So yeah, like I said,
think about who your customers are, who are they?
Even create a buyer persona.
In my free course, I've got a course, my website.
I'll leave a link in the description below.
Totally free, no catch.
And it takes you through how to improve your website
based on these customers.
And it encourages you.
It shows you how to talk to your customers
and collect data, create a buyer persona.
And then it shows you...
Basically, I take you through a big checklist
of how to improve your product pages
to get the maximum conversion rate you possibly can.
But this is all part of it.
Its understanding who they are
and then how to sell to these people.
I put here, do they already know the name of the products?
This is huge.
A lot of products that people sell.
The customers know the product name.
Maybe it's a certain brand.
Maybe you're selling a skateboard.
They're looking for a specific skateboard brand
and you sell them in your store.
You can target that,
with a search campaign to target people searching
for that exact brand.
And you know that they already want that brand.
You just have to get them to your product page,
get them to convert.
And you do that by making sure that product page shows
that you have the best customer service,
the best buying experience,
you have all these positive five-star reviews.
You even have a video showing the skateboard.
This is what you gotta do.
And this is what you're thinking about
when you're thinking like an eCommerce marketer
and trying to solve their problem as best you can.
So, this all plays into the next question.
What would they expect to see on your website?
So, someone looking for that skateboard,
they go to your website.
They're not gonna see a surfboard.
They wanna see a skateboard and they wanna see that brand.
So don't send them to the homepage,
send them to the product page
and show them that exact brand guys, it's so simple.
Don't send them to collections page,
unless it has all the different skateboards from that brand.
And they haven't indicated the exact SKU,
the exact model number they want.
So, yeah.
Features and benefits as well.
Really important guys,
to think about that person searching for that brand.
You're gonna know your customers better than I will.
And unless I, you know, work with you
and work with those customers,
I don't know them as well as you do.
You need to think about what do they want see on that page?
Don't just create a page with an image
and the title and the price,
that you really think about.
What do they care about?
Do they need a guarantee?
Do they need a refund price or a price match guarantee?
Do they want free shipping?
Do they wanna see the unboxing experience?
That's a bit rare, but some customers
they really care about like a lot of Apple fans.
They care about that unboxing experience.
They buy product sometimes
just to peel off that plastic, you know.
Think about what your customers care about.
What are they looking for?
What are their fears?
What are their desires?
And answer those on your website.
And the other thing, the last thing I put here is,
how can you make that buying process as easy as possible?
So, you don't wanna have all these checkout pages.
That means they have to click 10 times
before they can actually put in their credit card.
You don't wanna make it really hard
to actually buy from you.
You wanna make it as seamless as possible.
A good example of this is,
there are some stores that are still asking
their customers to create an account,
oh, this is so painful.
You know, I'll see that
and I just think I don't wanna sign up
and put in a password in,
I wanna check out as a guest
because this is my first time communicating with your brand.
I didn't even know if I wanna give you know,
all this, create an the account
and go through that whole process
and then have to remember a password.
I mean, I don't wanna deal with that.
Just let me go through as a guest.
You wanna make your process as easy as possible
to actually purchase.
So yeah, guys.
That's pretty much everything here guys
about what I've got here.
And just this video about
thinking like an eCommerce marketer.
There's so much to do here.
And really, honestly, like,
it's something that you need to go through
and learn for yourself.
Watch all my videos, go through through that free course.
And suddenly you're going to learn over time.
It's a real skill.
And it's really specific
to your customers and your business.
I've tried to really hammer that home in this video,
that you gotta understand your customers,
because, like with all these questions here,
once you understand exactly who they are,
what they want and how you can best serve them,
it means now you start looking at these platforms
like Google and Facebook, Bing, even organic traffic,
all sorts of traffic, you look at it
and you stop looking at it as the solution.
And you look at it as a tool.
You look at it as a tool
that you can use and pick
which parts of that platform
are gonna best serve your needs, your goals,
for converting customers.
Some businesses, they just kill it on shopping.
Shopping is pretty much all they do.
And then it's really hard
for them to crack search ads.
Potentially, because the customers love
to be able to see the product image before they click.
And that really helps to qualify
or segment in a way that traffic,
so that the people that are clicking through,
they already know they got an idea,
okay, this is the part that I'm looking at.
Yep. That matches whatever color they're looking at
or what have you.
And that's why it works so much better.
And it converts at a much higher rate.
With search campaigns, it just has the text.
So you can't communicate
the full visual aspect of that product.
You've got to think about,
once you understand your customers
which platforms should you use
and what tools of that platform work best for you.
I was speaking with someone that has store last week
and they were selling a product
that it's a sort of product
that no one knows they want until they see it.
It's an incredible product.
A gift that you would buy for someone else.
It's a very arty and they're able to make these on mass.
And he asked me,
"Sam, my Facebook account keeps getting suspended."
And a lot of you, maybe at the time of this filming,
there's a lot of Facebook accounts
are being suspended like crazy.
"Should I try this on Google?"
And I said to him,
"Honestly, bro, this product,
like, have you looked at the search volume?
Have you looked at any trends?
Have you looked at how many people
are actually searching for this?
And even then, just off the top of my head,
what would I search?"
You know, honestly, I was thinking like...
I imagine there'll be very few people
that actually know that this sort of thing exists
and will go to Google and search for it.
And this is an example of a product
that he should go all in on content marketing,
all in on affiliate marketing.
So, getting to work affiliates to for him
and advertise his product.
Influence. That's pretty much influencer marketing
and Facebook and Instagram.
Those are the big ones because he can show the visual aspect
of this product to do audiences,
interest based audiences that are interested in this topic,
but don't know they want this product yet.
Classic example, how to think like an eCommerce marketer
I applied to his business.
Anyway, guys, that's this video for today.
I hope that was helpful.
Quite a bit to go over there
but this whole topic is huge.
If it was helpful, guys,
please let me know in the comments below
and hit that thumbs up button.
I'll leave the links to those videos
I recommended in this video, down in the description below.
I recommend you go check them out.
Check out the other videos on my channel,
because this thread of understanding your customers
and thinking like an eCommerce marketer
is through all my videos.
I try and really hammer this home and teach you guys,
because it's one of the big things
that I see people missing when they just get obsessed
with Facebook ads or Google Ads.
And they don't realize,
that understanding your customers and how to solve
their problems is fundamental to entrepreneurship
and becoming successful with your eCommerce store.
Anyway, guys, that's it for today.
Thanks for watching.
And I'll see you in the next video.
Bye for now.