- Want to read what's going on inside my mind
when I go inside a Google Ads account?
In this video, I'm gonna go inside
a real ecommerce Google Ads account,
and show you exactly what's going through my mind,
and the low-hanging fruit that I find,
as I get into it.
Let's go.
(bright music)
In this video, I'm auditing a Google Ads account
for an online supplements store.
Okay, so what is a Google Ads audit?
This is a video that I share my screen,
and show you where the low-hanging fruit is and strategies,
as I walk through an account.
I'm going to show you all the opportunities
and the ways that you can save a lot of money,
and expand the account, just by showing you
exactly where it is on the screen.
If you're new here, my name is Sam.
And I help ecommerce stores grow remotely.
If you want to see more tutorials, case studies,
and audit videos just like this one,
please consider subscribing,
and following as I grow and build ecommerce stores.
Without further ado, let's get into the audit video.
Sam here from Key PPC.
I'm just gonna give you this quick video
and go over your accounts.
I'm gonna have a look at Google Ads and Amazon,
just really quickly.
I'm gonna try and keep this video really short.
I know that you told me you just put these ads up
to see what would be out there.
I totally understand.
I'm gonna get into the campaigns.
I'll keep that in mind as well.
I'll be ripping things apart a little bit,
but I think you also know
that this needs a bit more of a strategy,
cohesive strategy built out.
First things first.
I had a look at the conversion tracking.
I didn't see anything coming through.
There were a few conversions that came through.
But I really wanna confirm this,
by getting access to Google Analytics.
I've got the analytics set up here
saying no recent conversions.
Last time was like two weeks ago.
That's quite a long time ago.
It will be very interesting to see
how that compares to actual analytics,
and seeing if that's all set up properly.
In terms of these actual settings,
I wouldn't use last click.
I'd change that to position based
at least for the time being,
just because that's gonna take out the last ones,
which means more branding terms
or anything like that.
It's not gonna show conversions
for every single click in the funnel.
As I went through, and often people,
as you know, click multiple ads
before they actually convert.
But looking at your campaigns,
I'm not gonna look into the smart campaign,
the YouTube one, this search others.
I'm just gonna look at this one here,
It's got the second-most, it's got search,
second-most amount of budget used all time.
Yeah I'm gonna stick with this one right now.
Two ad groups here.
I like to look at the settings first.
I wouldn't use these at all.
I would keep these turned off.
At the start when you're trying
to get some conversions through
don't spread the budget over all those different networks.
They can work.
But it can work much better
if you actually have a targeted campaign
for search partners and for search on display
and that sort of thing.
Also, ad locations, I saw that you had this set up.
I wouldn't put this on the first one at all.
That's just what Google recommends.
I know that you just threw these up, totally fine.
But what this does is,
Google will show your ads to people
that aren't even in the states,
but they're actually interested in the states.
So some might be in the U.K.,
and just searching for hotels in New York.
And they could potentially be in this pool of people.
Some of your ads are being shown to them.
You don't ship to the U.K.
You only ship to the U.S.
Or even if you just want the target to be all U.S.
Just keep it like that.
Put it on the second one here,
since it's only people that are in or regularly in,
you can't make it any more targeted than that.
Google recently added the regularly in setting themselves.
You can't change that.
It's much better than the first one.
I did audit one of my,
well they're now my client,
but they weren't my client,
but then I did an audit for their account
about a year ago actually,
and found that they were spending
one to two k per month in ad spend, not a lot.
But 15% of their clicks were actually
from outside their selling location.
They only sold within one country.
And they had all these clicks
from all these other countries, 10 to 15% of those clicks.
So just by changing that setting,
they saved 10, 15%,
so like one to two k in ad spend budget per year,
which is amazing.
That's the sort of thing to look out for.
Bidding, I wouldn't use maximize conversions at the start.
Wait 'til you have at least 50 conversions per month.
Start with manual,
and optimize those bids on a manual basis,
and then change over to that.
Google needs the data
to work with these automatic bidding strategies.
So use manual first, get enough conversions,
and then change over to maximize conversions.
But I would actually prefer target row ads,
and work out your actual row ads target,
or bench break even point,
based on your actual profit margin.
Anyway, so going into this first ad group here,
you've got a lot of keywords in here,
and they're all broad matched,
which if you're doing this,
you need to have a really good negative keyword strategy
and you really make sure you pick these keywords wisely.
Right now, I know that you just threw this up,
maybe you set this up with Google's recommended keywords.
That's totally fine.
But you're gonna spend a lot of money,
and it's gonna be very hard to get a conversion.
Like turmeric, that's very, very broad.
People are searching for the Wikipedia page,
people are just looking for uses,
you know, much more top of funnel stuff.
These are gonna be much harder to convert,
unless you have all those points in the funnel
where you're targeting them on Facebook, Instagram,
lots of different search campaigns,
to try to get those other keywords
as you go down the funnel.
But regardless, this does need a full overhaul.
I talked about this before, and you know this.
You said this on the call that you just threw these up.
But it would need like a full restructuring.
I would start from scratch.
There might be some keywords here
that we could look at.
But really we would just do
the keyword research from scratch.
Start from there.
In terms of the actual ads, so you just have one ad.
And you're not using the description,
totally cool, that's well, it's,
yeah you wanna make sure you use that.
I totally understand that you've just thrown these up.
But make use of that space,
as well as having multiple ads
so you can test different ad copies,
and see what's actually clicking better,
what's converting better.
With this one here, I saw that you had these keywords up.
But it's not getting any impressions or clicks at all.
That's 'cause you don't have any ads in.
So that's up to you.
I'm not sure if you got halfway through this ad group
and just stopped working on it, but yeah,
it's not gonna show anything 'till you get that done.
I think, you know, with your Google Ads campaign,
what we would definitely do is build out
a really cohesive strategy, and plan it all out,
where we're having a shopping campaign,
once we get this product approved.
So, I'm not sure I said anything about yeah,
this is a manual review,
it takes about three days or so, working days.
I'll keep an eye on that every single day,
and hopefully we can get that approved really soon.
Yeah I really recommend as well
that maybe we can start working on the feed
for the other products too,
just to get them approved in the meantime,
so we're not waiting for this to be approved,
and then starting on those other products too.
You wanna have a shopping campaign,
and having that manual bidding
to manage all the bidding on the products level,
making sure the feed is really good.
We can do that in a spreadsheet, on Google Sheets,
'cause there's not many products.
And I would also have search campaigns,
I'd have a branding campaign for search,
also have a product searches campaign
where you're targeting the terms
that really relate to the product
for people who have pretty high buying intent.
Also have a retargeting campaign on display,
or even a retargeting campaign that uses search.
So, people are searching for other terms,
and that might be higher in the funnel too,
but they've already seen your website,
either through Facebook or somewhere else.
You can bring them back in really cheaply,
because basically what it does is,
you can target much broader terms,
like what you're doing here,
but only target them
if they've actually visited the website before.
And that's more targeted,
and you spend your budget much more effectively.
And that can be really, really effective.
I'd love to talk with you about this here,
about this here, about building out this strategy,
what we do for clients that see really good results with.
But a lot of it will be this initial stage
where we're trying to see okay,
what's converting, what can we convert?
What's the scale that we can get this to,
and that sort of thing.
We do a lot of research on the keywords,
competitors and that sort of stuff.
But yeah normally it takes one to two weeks
to build out this strategy.
And then you know, about two weeks to see potential.
And then a month from that first launch date
to actually go okay, this is gonna work,
like, we can make this work.
That's the sort of timeline.
Regardless, I'll go to Amazon.
So, I did look at your brand,
searching for your brand.
Your brand does come up here, which is great for organic.
But you've got all these competitors
bidding on your brand term.
Like, they're bidding on these ads on here,
there's another one of your ones too.
These are organic.
But there are these people that have got these ads running
straight on your brand term,
and these headline ads right at the top here,
this Organify.
And you're not showing up at all,
so people are coming here,
if they are searching for your brand,
maybe they've seen your product
and they go and search for it again,
or even if they're on the product page,
and they click your brand name,
it's gonna search this automatically.
And they're not gonna see you ads.
So that's like a really cheap way
to get those people
that are often really ready to convert,
to see your products, and see your stuff
and get them to that product page and convert them.
Same with the space, I looked for that too,
you are running one ad here.
But I'd really like to see your bidding,
like is this an automatic or manual campaign,
like how are you structuring this?
Because you're not running headline ads,
just this sponsored product.
That's fine, that's normal.
Yeah, making sure this is really optimized.
In terms of just regular keywords,
I only just looked at this one here.
And I didn't see your ads.
I might have to try a few different keywords.
But I think I saw an organic one.
Here it is.
Yeah, the organic one down here.
It's a pretty competitive space.
But with the right bidding,
you know managing those bids on that target level
to make sure that every single keyword
that we're targeting for each ASIN,
is all optimized based on how well it's performing,
how it's converting.
That's what I love about PPC with Google and Amazon
is that we can get your profit margin
for both platforms,
and make sure that we manage all the campaigns
on that level where you're only paying enough
for each keyword, each product,
that's actually gonna convert.
And we can, with a really high degree of accuracy,
make those campaigns profitable.
Even if it means at the cost of traffic volume.
It means that we can hit those targets.
It's all about the math.
Okay, so I cut the video short there
because after that I just talk about pricing
and packages and stuff like that.
You can see in that audit
that there are a lot of opportunities
for improving the campaigns and accounts.
I really hope you found this video useful.
If so, please give it a thumbs up.
Otherwise, if you wanna see more audits,
just like this one,
smash the Subscribe button,
and you'll get notified when we release more.
We do a lot of these videos,
and I think they're insanely useful,
because you can take the knowledge and insights here,
and apply them to your own campaigns,
and even prepare for when you do run more campaigns
in the future.
I'm making a series of progress videos
showing our own store, the income it's generating,
and the strategies we're implementing in that store
to grow and scale it to seven figures.
And I'm documenting that process along the way.
I'm going to leave a link in the description
to the case studies, to this progress series.
And you can start watching it from the episode one.
Later we're going to have a reveal video
where I'm gonna show you the whole store,
so you can actually see what we're selling
and all that sort of stuff.
But until then,
there's gonna be a massive amount of insights and learning
you can apply to your own store,
as you follow us on this journey.
Like I said, link is in the description to that series.
Thanks for watching, and bye for now.
(bright music)