- Have you ever wanted to get inside
the mind of an e-commerce marketer
as they go inside of Google Ads account?
We're gonna do that in this video.
Let's go.
(upbeat music)
(air whooshing) This is a Google Ads audit.
In these videos I dive straight
into a real Google Ads account and show you real strategies
to make big improvements.
If you're new here, my name is Sam,
and I help e-commerce stores grow remotely.
I felt many different stores grow to over seven figures
including my own.
If you want to get more tutorials, case studies,
and audit videos,
consider subscribing so you can learn
to grow your store as well.
A little bit about the e-commerce store
that I'm auditing today.
They sell fancy lingerie in the US.
It's not something that I would wear personally
but there's definitely a huge market for this.
They really just need to get their products
in front of the right people.
They had set the account up themselves
and they wanted an expert opinion.
They had a lot of good practices in place already
but I found a lot of great opportunities
like conversion tracking, bidding, shopping campaigns,
and restructuring their search campaign.
If you watch this video and you find it useful,
please give it a thumbs up.
This tells YouTube that we are making great content
that people find useful.
Without further ado, let's get into the video.
Hey Katie Renee.
I'm just gonna make this quick video here
to go over your current account,
and talk about the strategy
that we'll be implementing going forward.
So I'm in your account here
just looking at all the different campaigns.
And the first thing I'll say is we really need
to get some conversion tracking set up.
It doesn't look like that's been set up yet.
I see that you do have
the code installed (text whooshing)
in the conversion settings.
I'll go into them here actually.
So in your conversion settings,
but we really need to make sure
that this is tracking properly
'cause you've spent quite a lot of money
without any conversions in the Google Ads account.
And that means that we do have a lot of data
but it's really hard to see what's actually really worked.
So it's saying tag inactive.
What I'll do first up is use our Google Analytics
to pull in the transactions.
So we'll deal with that soon
but that's the biggest thing
because then we know exactly
what's actually working in the account,
what's bringing conversions, what's generating sales,
and what we can double down on.
So I see that you've got a number of different campaigns,
and I would actually have quite a similar sort of structure.
And the big difference that we'll be doing
is in a little bit different management
and optimization work we'll be doing.
So your shopping campaign
this is gonna be where the biggest opportunity is.
Cause you have so many products
you have the potential to have a lot of spend here,
a lot of volume which I personally I think there's a lot
of opportunity here to grow this campaign
to be a real driver for this account.
And I do predict that with this campaign
we'll be seeing the majority of sales come through
the shopping campaign the whole account.
So here the first thing I'll say,
I'll go into the products.
But what we'll be doing is doing a big update of the feed
because at the moment the titles need a lot of adjustments
for better impressions.
So basically, Google really looks at those titles
of all the products in your feed,
and uses that information to figure out what sort of,
who are we gonna show these products to?
And there's a lot,
we would definitely restructure this
and put more information or keywords in the titles.
And we'd also fix a lot of these problems here.
But the big thing is the titles, descriptions.
We'll test out the images
and later we'll test out different images
and how they perform.
But the big thing is the feed.
And we do that all in our software.
We have software that helps manage the feed
and all the titles and descriptions in a very easy way,
and it doesn't affect how things look on the actual store,
only what's shown in the ads.
As well as I did have a look at your settings,
and there are quite a lot of changes we would do here,
really quick changes,
until we get conversion tracking set up
we'll definitely would use enhanced CPC.
And until we get at least 30 to 50 conversions per month,
and we'd start using that sort of information.
We would take it off the search partners and the YouTube,
and Display network just because he started
the almost all our accounts and experience.
These are good to test that later
but initially these actually cost much more per conversion
than just doing it on a search network.
In locations we'd also change this to people in.
And that's really important
because otherwise right now people
that are outside the US, in India, or Australia,
or any other country
that may have shown any interest in the US,
they potentially can see your ads.
I did check in the locations,
I ran a geographic report
and I did find that about 3% to 5% of all people
when I did this and export into Excel
and then I looked at the data.
3 to 5% of people were actually outside the US.
And that's not a massive amount
but it definitely has an impact
because if those people kinda keep order
wherever they are overseas,
then we can save some budget
by just changing to that second option.
So that's the shopping campaign.
There'll be a lot of work done there.
We'd also potentially split these into different groups.
But a big thing that I would do is do a bidding
on the product level.
So we have a full strategy system
that we implement on large accounts
where we can export all this data into a Spreadsheet,
and we run these formulas
based on the actual product sale value.
We will look at in your profit margin as well,
or your average profit margin across products.
And we'll basically go,
okay, here's how much we can spend per product, per sale.
To max CPA I'll adjust all our bids
based on the conversion rates of these products
and how they performed in the past.
And what this does is it's really good,
a really good strategy for turning around a campaign
and just changing everything into profitability.
So that's something that we'll implement
that will be very, very effective.
I saw that you have your,
I think it was this one,
your own personal brand.
That's really, really good at keeping that in there.
I think that's really awesome.
Also check out the ads.
So we'd also test multiple ads
see we've got one going here.
We've test a few so we can constantly improve,
test how they perform at of course the loser,
and change the winner, and keep adjusting.
Let me just this out.
So I think this is a really, really, really good campaign
talking to the brands.
I've seen that work really well
with apparel that I've co-worked with.
And so, yeah, we will do that too,
but we'd also make sure I would test out different ads.
We would also play around with different keywords
and adjust our bidding depending on how the performances.
It would just add multiple ads
and make sure that all extensions are installed.
So we improve these extensions
so you just increase the space in the ads.
That's a big one.
We'd also be doing expansion.
So basically looking at,
for each of these, say for this one,
for Eberjey in the search terms report
we'll be able to see what people are searching with.
So we'll build out say a new ad group
that targets people looking for Eberjey lingerie
or anything like that that's really, really relevant
to what we're selling.
Something that isn't relevant we'll pause.
Say we don't have any,
depending on the different brand,
but maybe certain brands doing a different product category
or something like that,
we would make sure we exclude these.
But a lot of these we would build out our own ad groups
and have targeted ads for those ad groups,
and then try to send them
to a more relevant page if possible.
So that's part of that strategy.
And that's a working process.
We do that constantly as we work on the campaigns.
I also saw that you had a general campaign, here it is,
the generic test.
This is really, really good idea too.
And part of this as well is once you test these out
make sure you really watch the search term support,
and then find,
we'll be watching the conversions too,
that's really important what's your conversion tracking
that say exotic luxury lingerie
that's converting really well.
It's not getting a lot of volume right now
but as an example,
then we would split that into its own ad group,
and then use that search query in the actual ad copy
to improve click-through rates and improve the quality score
which means you pay less per click which improves your CPA.
So that's all part of the process
of building out all these different ad groups.
That means that when people search for anything
that we wanna show for,
they're getting an ad that's way more targeted,
and we're paying less for each of those conversions.
So I would actually keep those campaigns.
We would get conversion tracking installed,
and we would then implement our processes
to build out those campaigns
on the basis of how things are converting.
The last thing we would definitely do
is build out a remarketing campaign
using this dynamic remarketing.
So basically, depending on how someone interacts
with the store,
if they go to the homepage we'll show them certain ads.
If they go to an actual product
we'll then show them that exact product.
And we'll do this on the display network
which I'm sure you know about.
It's all the different banner ads on blogs
and all over the web.
And that's something we'll definitely test out.
And that's also an optimization process
of making sure that we're showing the right places
and adjusting our bids for those clicks
and seeing what converts.
And the reason we split those up
is because each different audience that we can pinpoint
say people that go to a product page,
or especially people that add to cart and then abandoned,
we can adjust the message that we send to those people
based on how they've interacted with the site.
So someone that might go to the cart,
abandoned the purchase,
they might be price-conscious,
may have seen a shipping fee or something like this,
we can then show them a discount
and try and bring them back to complete the purchase.
And I will track all the conversion data for that
and make sure we're optimizing that.
So it's profitable but that's another strategy
we'll be implementing.
So I'll send her an email
with how we can get started as soon as possible.
But I just wanted to make this video
just to give an overview of the account.
And I'm really, really excited to get started on this.
I think there's a lot of opportunity.
And I'm really keen to see how this goes
in the next few months.
So we'll be in touch soon.
I'll send that email
but I'm really looking forward to getting started.
Thanks for watching, I'll see you soon, bye.
Okay, there you have it.
That was super speedy
but there was a ton of useful information in there.
If you have any questions about anything I spoke about
please leave it in the comment section below
and I'll get back to as soon as I can.
Otherwise, like I said,
if you found this useful, please give it a thumbs up.
I make a lot of different videos just like this one.
I'll leave a link in the description
to a playlist of all the audit videos that I've done.
So you can get more and more insights
for your Google Ads account.
I also have case studies
and a series where I create my own store
and follow it from the ground up to seven figures.
You can follow along as I do this
in these regular video updates.
In these updates I'll give you all the income
that I'm earning,
all the strategies that I'm implementing
inside the Google Ads accounts, Facebook,
organic rankings everything.
I recommend subscribing and turning on notifications
so you can see exactly when they're coming out,
and follow along as I grow this store.
I'll leave a link to that playlist as well
so you can see where we're up to.
At the moment we've released one of those updates
but we're gonna be releasing
one every one to three months or so.
It's gonna be a long process.
Anyway, I really hope you found this video useful.
Bye for now, and I'll see you next time.
(air whooshing) (upbeat music)