- [Instructor] Hey everyone,
it's Neil Patel.
And this is another week of ecommerce unlocked.
Today we're going to be covering shopping
and product campaigns.
In other words,
I'm going to teach you how to run ads
so you can drive sales
to your website profitably.
Now, in the past few weeks,
we've covered everything
from the basics of ecommerce and getting started,
to SEO and CRO.
Then we even dove into sales channels.
And now we're getting into marketing channels.
There's three main marketing channels
that you can use,
that'll give you quick traction.
It's Google Ads, Bing Ads,
and Facebook advertising.
With Google advertising,
think of it this way,
you already know that when you go on Google,
you type in any keyword,
you'll see ads at the top
and then organic listings.
But they also have a lot of product ads.
And in many cases,
depending on what you're looking for,
they'll show you the products
that are right for you
so that way you can find them
and then buy them.
So with your ecommerce site,
you can leverage them to drive more sales to it.
What I want you to first do is to go
and set up your first PLA campaign.
So go to the Merchant Center
and set up your account,
it walks you through how to do it step by step,
you'll find the URL on the screen.
And once you do that,
that's a first step.
And that'll help you get off into the races.
Now, we're going to be using this a little bit later on,
and I'll show you how
and walk you through it step by step.
But first off,
I want you to go through each
of the three steps in order.
When you're running campaigns through Google,
you can structure your campaigns
in many different ways.
You can categorize them based on product line,
regions that you're targeting,
the options are endless.
Just make sure you try to keep things
in an organized fashion,
because eventually you're going
to keep going back tweaking
and fine tuning them.
So that way your products,
your ads, are driving the most amount of sales
to your products.
So let's get started by setting up Google Shopping Ads.
Now I know we talked
about Merchant Center a little bit ago,
but don't worry,
it'll Connect within your Google Shopping Ads.
So first, go to Google Ads,
click Start now,
and then select the option
"Get more website sales or signups."
I know that you're doing ecommerce,
there are options specific for you.
And we'll get to that in a bit.
Once you sign up,
you want to put in your business website,
click Next.
From there, pick the locations that you're targeting.
It could be a city,
in most cases with ecommerce,
you're going to pick a country,
you can exclude regions like Hawaii and Alaska
or other parts of the world if you don't want
to ship to them.
So pick the regions that you want to target.
Put in the keywords that you think are relevant
to your products that you're selling.
If you're not sure how to find them,
go to ubersuggest.comm
and put in keywords related to your product,
or what your competition is using
or how can even put
in your competition's website URL,
and we'll show you all the keywords
that they rank for.
You would see keywords,
let's say you put in a keyword into Ubersuggest,
in the left navigation when you click
on keyword ideas,
it'll give you tons of suggestions,
the ones without high volume and high CPC
tend to be the better ones.
A high CPC means cost per click.
If people are willing
to pay more money per click,
it means that it tends to convert better.
If you want to see what keywords your competitors
are going after,
you just put in your competitor URL,
and then the left hand navigation,
you'll see a heading called traffic analyzer.
Underneath that, you'll see a listing
or option called keywords.
Click on that and it'll show you all the keywords
that your competition is going after.
So now that you've got keywords,
that'll help you get off to the races,
it's time to select your budget.
So don't worry about what budget you select for now,
just click custom select any amount
and then click Next.
Because what we're going to do
is we're going to pause your campaign
because once you select your budget,
I want you to go to campaign settings
on the left side,
go to your campaign name and click on pause.
The reason you want to pause it
is we're not ready to spend money.
We have more things that we have to go through.
Remember, this is all about selling ecommerce goods
and I told you that we're going
to get very specific to ecommerce.
So I want you with your Google Ads
to go to the display campaigns
and then click on the plus sign
to make a new campaign.
After that, click on sales.
Once you select shopping,
I want you to select the Merchant Center account
that we made earlier.
And then of course, click Continue.
From there, click on standard shopping campaign.
This tends to provide a better ROI
when you're starting off.
But of course, later on,
you're going to want to expand to smart shopping
when it makes sense,
but for now,
just select standard shopping campaign.
I want you to disable enhance CPC,
CPC stands for cost per click.
Set your budget to $10
and then set the location and hit save.
Again, I mentioned this earlier.
If you don't ship to certain regions
like Alaska or Hawaii,
you can change this and exclude those
when you're selecting your location or country.
When selecting your bid,
I suggest you start
off at doll just for testing purposes.
Of course You'll want to adjust
and tweak it later on.
But hey, we're just getting the campaign up,
we're trying to get some sales,
and then we'll tweak it for growth and profitability.
You'll also want to link your accounts.
So I want you to head over
to Google Merchant Center,
click on the tools icon,
and then on the linked accounts.
And this one show everything is linked up.
When you click the link button,
It'll all be tied in together,
and then you'll be off
to the races.
At this point,
you'll start seeing some
of the sales rolling,
it may take a bit
because you're not spending much
but over time,
you'll start seeing your numbers increase.
And then from there,
you can start adjusting quite a few things,
you may want to end up spending more per click,
less per click,
but this should just help you get started
and get you off into the races.
You also want to start testing products.
You can test your best products with shopping ads
that are naturally higher in conversion rates.
You can choose your bestsellers,
and the ones that aren't doing well
and haven't performed well on your ecommerce site
in the past.
You don't really want to push them too hard
because they chances are,
they're not going to convert as well
or work as well for you.
Here's some additional tweaks that you can make
to your campaign to get a little bit more ROI.
And this will help get you a jumpstart.
I want you to click on Ad extensions.
So you can see in the left hand navigation,
and then start considering doing things
like promotions, sitelinks
and start adjusting some of these things
because if you're calling out some
of your products,
and making them stand out,
it does help drive more sales as well.
One of my favorite approaches
and this is one of the easiest ones
is just setting up a remarketing campaign.
Have you ever noticed you'll go to a website
let's say you're trying
to buy a mattress for your bed
and you don't buy
but you start browsing other news websites
and just other random sites,
but you'll start seeing mattress ads
follow you around the web
from that same company.
It's because they're remarketing you.
And setting up remarketing campaigns is a great way
to also generate more sales
because most of people
that land on your website will end up buying
from you right away.
And the URL that I have on the screen
will teach you how to get set up with remarketing.
What's beautiful is when you go into your audience
and you want to add audiences,
you can start adding people that have been
to your website,
specifically your checkout page.
They're super close to buy,
but didn't get to the thank you page
because that means I didn't complete it.
And first start by targeting those people.
As I mentioned,
it's one of the best ad types
that you can run.
And it tends to have one of the highest ROI
so I definitely recommend setting that up.
Now that you have Google setup,
it's time to get your Bing Product Ads up as well.
And the beautiful part is
because you got Google up,
you can just import them into being
and get a head start without going through all
the tedious steps.
So once you log into your Bing Ads,
I want you to click on Tools,
then click on Import,
and then click on Sign in to Google.
By doing this,
what you'll find is it'll start importing everything
that you have from your Merchant Center,
from Google into Bing,
and that way you can get set up
without having to do all the steps step by step.
If you're also on Shopify,
there's also Bing Feed on Shopify,
there's actually a ton of apps
that you can end up choosing from.
Some are paid,
some are free.
But try them out,
see which ones you like.
And that'll help speed things up as well.
As I mentioned,
some are paid, some are free.
For this lesson,
we use this one Google Shopping feed ads.
And you can end up managing your Google Shopping,
Bing, Facebook, Instagram,
and all the feed ads.
Install the app.
Once you install it,
you're off into the races,
you can end up creating campaigns
and by starting them off.
As you release more and more products,
you can end up pushing more and more
on your ads.
And as you have less and less inventory,
you can start turning down the ads on the products
that you're running out of stock on.
Some best practice for you.
Fill in all the fields in order for being
to surface most relevant products change
and update your feed at least every 30 days,
I like doing it weekly.
But if you don't have the time
once every 30 days at least again,
try to strive for a weekly,
describe your products that are most relevant.
And this is where you want to use Ubersuggest.
People typing in water cooler more or icebox.
If you're selling an icebox
or water cooler,
even though they're pretty much the same thing,
you want to go to Ubersuggests
and see which one's more popular,
because that'll tell you what people are searching for.
And that'll give you an idea
of what you should call your products
and the texts you should use
on your own landing pages as well.
And you want to keep your product ads separate
from text campaigns so that way you can see
how well they're performing.
There's a lot of different campaign types
that you can also use.
You can use ones that
are pretty much for all your products
or for specific categories or types
or just your brand.
These are all things
that you can end up testing out
or if you're selling other people's brands,
depending on if they trademarked
it and allowed bidding on it.
You can potentially advertise on them as well.
Now for Facebook dynamic product ads.
It's another amazing channel.
A lot of people in ecommerce use Facebook,
they make it really easy
to set up.
And the beautiful thing about Facebook
is it's not just Facebook
that you can generate quite a bit of sales from.
It's also Instagram.
It's super powerful.
We're seeing on our end more sales
from ecommerce,
typically through Instagram,
then we are from Facebook.
Now it does vary from business to business.
Some of them they're seeing many more sales from Facebook.
But nonetheless, they're all owned by Facebook,
and they're all worth trying out.
So again, log into Facebook,
in your business manager,
go to assets,
then go to catalogs,
and then add your product feed,
choose to upload your product feed
or connect your ecommerce platform
like if you're using Shopify,
you can just straight up connect into it.
And then you would want to go over
to the next step,
which is to choose your catalog sales.
And then you want
to choose the relevant product option.
Pick the target audience that's most relevant to your offer.
And then start with the reasonable budget or bid.
Don't start too high.
Start small.
If you're not getting more traction,
you can always increase.
You don't want to start too high,
you want to start low and then increase,
don't go the other way around.
The key to profitability when you're running ads
is a few things.
One, you want to be leveraging live chat,
you'll find that you get a lot of sales
because people have tons of questions.
The other thing you want to do is use heat maps.
You can use crazy for this,
it shows you where people click
where they get stuck.
You can even run A/B tests over time
and continually improve your product.
You can actually do all that in Crazy Egg.
You want to log your observations,
create a hypothesis,
all using data.
And of course, this will help you get
and run more and more experiments.
When you're running the experiments.
I have an A/B testing calculator
on neilpatel.comm you can plug in your conversions
and your visitors to each variation,
and it'll tell you which one converts better
than the other way you can maximize your sales.
And of course,
you're going to get a lot of people
to bet in your checkout process.
You can start using ways to get them back such
as emailing them using push notifications,
There is lot of options for you by optimizing your
abandoned sequence like your emails
and your push notification,
in general should be able to
increase your sales by 10%.
You want to go for what has the most profit
and is the easiest low hanging fruit.
And this is where a lot of opportunity
is for a ton of ecommerce sites.
And remember, you're not optimizing for price points,
you're optimizing for profitability.
So now I want you to go
to neilpatel.com slash training,
click on ecommerce unlocked go
to week four the first lesson
and I want you to download the ad audit checklist.
In addition to that,
go to the Central's for Google Bing and
of course Facebook.
I have those sheets there for you as well
to download at neilpatel.comm slash training,
click on ecommerce unlocked
and then week for the first lesson.
Thank you very much and I look forward
to helping you grow your ecommerce traffic.