hey Kurt Prosser here I get a ton of questions about Google shopping breakout
campaign method and why it consistently increases google shopping profits 50 to
100 percent and the solution is really simple okay but first bit of caution
look if you're a large advertiser spending over 50k a month on Google
Shopping then this strategy is not for you however if you spend somewhere
between 3 and 50k a month on google shopping then you need to be aware of
the the Breakout Campaign Method and how it gives you a competitive advantage
over other advertisers so let me show it to you alright so here it is now first
it's very important to understand the customer journey and how relates to
Google Shopping okay now here's their traditional sort of customer journey
your customer funnel right you've awareness interest evaluation of
purchase now each of these stages okay and the customer journey relates to
Google shopping and how people search on Google so someone's searching up here at
awareness right they have a very low person intent because they're using sort
of generic research sort of focused keywords you know should maybe short
tail a few words like just simple words like light bulb or dress or women's
dress or whatever right now as they move down the funnel they get into sort of a
high intent or high person's intent terms like a certain certain size dress
a certain brand of dress or certain model number light bulb or model number
of motorcycle parts right you know as they move down the funnel those keywords
sort of increase and become very high in the person intent you know very long
tail very hyper relevant keywords okay so it's it's important to understand
this first okay now if we look at Google Shopping okay and what Google wants you
to do Google would want you to lump all of those terms into one bucket and spend
the same amount per click that's what they want okay so let's say you're
selling school furniture someone's searching for kids chair is completely
different than someone searching for deer code nine on a school chair or its
own motorcycle parts someone searching for a model number is different than
someone just searching for you know motorcycle gas tank right but
goo and what have you lump all these together bid the same amount for those
keywords and just simply change your bid per product okay but this is bad this is
not going to get you good results okay this is gonna lead to high wasted ad
spend you know Plus probably more importantly some of these really
relevant terms down here your your bidding too low you're not good enough
to get that huh you know get Ad positions get top ad placement on that
high intent per keyword right so you're missing out missing out on sales and
missing on traffic from those really good keywords okay now fortunately back
in 2013 some really smart guys came up with an idea at a conference and
presented it at a conference over in Germany basically what they said is he
said okay we're gonna take this funnel and break it into three different
buckets we're gonna have different priority settings and use different and
negative keywords to basically come up with a Google hack or a hack to funnel
these keywords in different buckets these three different buckets so you had
low low bid right low purchase intent up here high bid high end position right
high person's intent down here okay now this is a very very effective strategy
okay some of the best some of the fastest growing e-commerce companies you
use this strategy okay we usually we call it a keyword targeted strategy okay
but again you know since she doesn't 13 Google really hasn't done a lot with
Google shopping to make it more profitable for small and mid-sized
advertisers so here's what we've come up with okay now this is this is what oh
you know this is the next level of performance when it comes to Google
shopping okay so we take that same three buckets you know that that came up into
that was a crate in 2013 and said okay let's break all these buckets into their
individual keywords let's have a different a group or different campaign
for each of the individual keywords in this group
so now we can control and say look we want you know 99% are the the max search
impressions here the max add position we have multiple ads will fit really really
high for this keyword but if this keyword we've been a little bit lower on
right you know up here we've been lower on some of these keywords right but the
point is we can create single keyword campaign just single keyword ad groups
within the Google Shopping right we have a limited groups and that gives you the
most amount of control it gives you the maximum control that you can have within
google shopping and bid appropriately per keyword and per product alright this
is why the breakout campaign method is so effective right in increasing your
profit from Google Shopping because for a lot of people it takes what they're
doing here which is just one bit for all these keywords whether it's low intent
or high intent right and it breaks it into a limited number of campaigns and
ad groups to bid appropriately per keyword okay there's a big difference in
someone searching for wedding favors versus personalized wedding favors
versus personalized wedding wineglass right that all of those are going to
have different click-through rates different conversion rates different
products that you may want to advertise okay and this is the only strategy to
break out campaign method that allows you to create individual ad groups and
campaigns for all these little all the individual keywords okay
so that's why it works that's why it's going to give you a much much better
performance all right now the million-dollar question is is how much
will your sales and profits increase with a break out campaign method click
the link below to find out