- Hey people this is Sam from key commerce
and today I'm gonna be doing another Google Ads audit.
I'm going to be looking at this search
and display campaigns.
So let's get into it let's go.
(upbeat music)
Okay guys so today I'll do another Google Ads audit
in someone's account.
This is a real account with real strategies
and I hope that this is gonna be very useful for you.
I'm showing all the opportunities that I've found
the low hanging fruit.
As I walk through each part of the account here
keep in mind that these audit videos are quite advanced.
So you're just getting started
with your e-commerce store and Google Ads.
Keep that in mind, don't get overwhelmed
and just take what you can
and compare it to your own Google Ads account.
Pay attention to the recommendations
I make and keep them in mind
as you keep watching more and more of my audit videos
and you'll start to pick up a lot
of the mindset as I approach these stores.
Okay so out of respect for the owner's privacy
I've blurred out all their personal details
and the brand in this account.
What I can tell you is it's a sunglasses
and snow goggles brand in Australia.
They had a lot of foundations in the account
so what I recommended was the things
that we would need to change
to really scale this bad boy up.
Let's get into it.
But guys, please, if you find this video useful
and you're learning a lot from these audits
please hit the thumbs up button.
That really helps me.
It tells YouTube,
hey this guy's making great content for his audience.
I really wish that when I was learning digital marketing
that I had these audit videos, because it helps
'cause you can see inside my brain,
as I look at these accounts.
Without further ado, let's get into it.
Hey man, Sam here
I'm just gonna have a quick look at your Google Ads account
right some quick recommendations to improve things
in the short term to see if it can fix up
a few little things
if you'd like and then we might revisit
this in a few months, as you said.
So first off a lot of the changes you've made,
like I don't know the history
that you've had with this account
like the strategy behind it
'cause you may be thinking different things.
I'm just gonna give my perspective on a fresh look.
But of course you're a marketer, I'm a marketer.
You've got your own idea behind stuff.
And until I might say something
that you're just like, oh that's not why I do that
or this this and this.
I'm just gonna provide my recommendations (mumbles).
But yeah, we'll see how it goes.
So yes, I'm gonna check out
what I'd like to do first is check out
the settings of the campaign.
So in the search campaign going to the settings,
just to check things out, okay cool.
I'll definitely remove these.
This is the other search networks,
so you're gonna show on like Gumtree and stuff like that
or like that's the search partners.
So other search networks
that Google has like a partnership with
and you've also got a display network.
You don't wanna show this on display their work.
You can actually go into the campaign
for digital campaigns and get back to campaigns.
You can unsegment them here by network
and see their performance.
Let's see okay, cool.
So you spent a hundred bucks on search partners.
Hasn't really shown a few times on display,
but it hasn't got any clicks,
but yeah, so like that's the majority of traffic
comes to Google search all the account type water.
This always performs way worse.
The search partners and display terribly
it always becomes performs terribly.
People just aren't expecting like Google Ads.
there they go to Gumtree
or whatever it is, the other partners
and they searching secondhand sort of stuff.
They don't expect you to go to another store.
You get directed like that.
So yes, I recommend excluding those
'cause it's going back into it.
Settings okay, cool.
So that's yeah, I would de-select
both of those in the location settings
so you're targeting Australia.
I would change this to the second one.
So this is basically, you may have had the patents before
but Google has all these recommended settings
and they really want you to spend more money basically
without you noticing.
Like that's the long and short of it,
they're trying to increase their revenue
and they have all these recommendations
when there's very few situations
where this would be a good option.
And what it's saying is that people
that can show interest in Australia
you'll show your ads to.
I said, there are gonna be people
that are searching that might be overseas
say in the US, New Zealand even, or the UK or anywhere else
they might search for a hotel in Sydney.
And then they might go on search for squiggle Wolf
or whatever it is.
And then they're gonna see your ad
when really you only wanna show to people
that you've been shipped to.
And if you're only shipping in Australia
and it makes sense to put it in the second line
people in or regularly in your targeted locations.
To give you an example of this, I've got one client
and when they started with me, I didn't order
like this and they'd spent 20K in a year
and they sold little baby shoes in Australia
and they spent 15% of their budget out spurt with this
like 15% of budget came from people outside of Australia.
They couldn't ship through, they couldn't sell through
and they had all those clips.
That was like $3,000 of their budget,
which is like it's a decent chunk,
depending on how much you're spending
it's pretty decent amount.
So just by changing that I saved them a crap ton of money.
So I recommend doing that.
I wouldn't use this bidding strategy personally
maximize clicks can work really well if you are basically
you're doing like opportunity campaigns,
so you're searching for opportunities,
but as well it can work really well,
it's kind of like a bit of a niche strategy with shopping.
I won't go into that, but it's all about branding
mostly 'cause they're really cheap clicks.
What this does is it basically says to Google
go and try and get the cheapest clicks possible
and to fit into my budget.
And so it's not like a really good metric to follow
because you've got to find the clicks or the searches
or the people that are more likely to convert and again
reduce your cost per conversion.
So I would change this at least manually
at the start and then later work towards
going towards that target ROAS
and make sure you adjust that properly on a proper basis.
So the ad rotation if you're testing
the ads and you're watching what's performing,
I would choose do not optimize.
So it's gonna show each of your ads in an ad group
at an even level.
The problem I've seen with optimized,
it's only if you're testing things all the time,
but basically Google will start referring certain ads
for kind of arbitrary metrics.
So it looks at CTR, which is still like a good metric
for someone clicking your ad, but we really care
about conversions and cost per conversion
that's the thing.
But Google will start showing your ad
more like one of the ads it's had like a few more clicks
or than the other ads and we'll go, the Google will go,
oh that's a good ad for, and then the other ad
doesn't even have enough time to be tested properly.
So we use software for this
and we run their ads through there and pause the loser
and change the winner and that sort of thing.
But that's what I do.
But if you're not testing the ads
then that's a really a waste of time.
So you had all these different ad groups,
it's really good.
I think you've got to set up in the SKAGS method
which is really good too.
See like this ski goggles one has got the most clicks.
You've got broad match modifier and phrase
and exact match and a lot of conversions
for each at least.
Really really interesting because you know
the cost of conversion is really, really high.
We're adjusting it manually.
You'd be able to adjust the bids on that level
but that's like much more deeper
into the PPC side of things.
I think the biggest thing you wanna watch out for
is just negative keywords to make sure you have enough
like negative keywords to cover
has got a decent amount of 30
but just looking at the search terms and going,
okay what's actually converted in all time.
Like the last five, how many months that's been,
but I would pull these out 'cause it looks like,
that's converted one and a half times
'cause you've got the position-based conversions.
But that is converted.
This amount of times that was the conversion rate of 4%.
So I would go in create a new ad group
or even a new campaign just targeting the brand
'cause you said the brand
turns really come up a couple of times here.
So like that's wonderful to see.
I could go to next page.
Yeah that's what I would look
into is improving getting a branding campaign up
and tagging those sort of keywords
just because there's massive opportunity there to pull
those people in rather than them going to a competitor.
But yeah, I would look at these and go, okay, see goggles.
I think you've got that as exact match regardless.
Let me get back to keywords, sorry oops.
Yeah ski goggles not release at 1.5 conversions
but, I spent a lot of money to get to that point.
That'd be really exciting to see how much clicks.
That's really interesting
because it's got like you've got that's really just probably
because it's like a corrugations spent $900
but then they go into here, ski Hills gets $90.
Oh, here it is, yeah.
So it's separated them out a little.
Oh, 'cause I'm sorry I couldn't read there's a typo.
So yeah, so that one, there has got so many clicks
but it only had half a conversion.
So that might just be like a keyword
there's just too broad.
And so I would pull out all these ones
that have like polarized all these extra words
on the end that actually indicate higher buy intent
ski goggles Australia, branding keywords
and stuff like that.
And I would target those (mumbles).
I'm going deep into the big strategy.
This isn't like low hanging fruit
you can fix right now,
this is pretty much just like fixing
the whole structure of the campaign.
You've got a really good foundation here
and it's all just about like building
out all these different ad groups
with the SKAGS method basically to find those good ones
or I wouldn't go into that too much
but I think you're definitely on the right track.
I didn't look at the quality scores
though that would be interesting to see.
It's not (mumbles) my bad experience.
Let me do it by clicks.
Yeah so that's something really to think about.
These are all like, this is your most important
probably the key and so they got four
out of 10 quality score.
It is broad match modified.
So like that happens in terms of ads, this one...
Yeah they're not bad.
These ones here I wonder if these are made by Google
'cause there's auto applied ad suggestions
that Google has all those recommendations.
And if you don't turn off the setting
that is gonna start applying
all these really terrible recommendations.
Like these are the really small
and yeah those are not good ads
they're not bad, but you wanna be testing these...
the click the rate difference between these two
is pretty interesting.
So like I would work on improving
those even the conversions between those.
Anyway so that's enough for those that's a deep strategy
of getting into that.
For your display campaign,
let me check the settings as well
it might be the same as the other one.
Cool so two locations.
Yeah I would change that.
Really that's not bad, but I wouldn't put on an enhanced CPC
until you're getting 30 conversions per month
at least keep it on manual, that's fine.
That's fine, big thing on this one
is like the ad group didn't look too bad,
like it looked really good.
The biggest thing you wanna look at is the audiences
because at the moment, like, I'm not sure
if you created some retargeting audiences yet
for Google Ads, but that's where like a lot
of the the good thing is because you're getting
all these people that even just men's clothing,
which is really, really broad.
It's like massive 100 to 500 million
people impressions weekly so my bad.
So with impressions that's like so big
and it's too broad
and going like that's much better for sunglasses.
That's much better sunglasses, much more targeted.
It's 'cause that's gonna eat up your budget big time.
And it's just too broad, like that's any age, any...
And that sort of thing.
So that's something to really think about.
That's better, you got ski goggles and they're there.
And I think that the ads are only for sunglasses.
Yeah I'll get a retargeting in there.
Maybe even, yeah I'll put that in there.
And what you wanna do is basically
when you go into the audiences you wanna...
Where is it?
(upbeat music)
(mumbles) okay, cool yeah.
So I really disappeared the audiences for that one.
That's pretty much everything, man.
It's a really good, really good foundation
and there's a lot of good data in there.
I think that's absolutely awesome.
It just does need get a TLC, could have ongoing love.
I'm not sure how often you're actually
in the account doing some work.
I think there's definitely opportunity to be a massive
like branding, big time branding of the different brands
of our products but also...
Okay I think this might be different brands.
This must be the (mumbles) it doesn't get more traffic.
Yeah these guys, it's not too bad, but anyway
yeah I hope that helps a few little things
especially in the campaign settings to fix up.
But a lot of this stuff does require
a bit of keeping your eyes on top of things
and putting that in that time.
But I hope that helps man, all the best with everything.
There's something, if you have any questions
and if I can help anymore,
Do you have any other accounts
you'd like me to look at it?
I'm happy to do that too no problem at all.
All right have a good day, man.
Take care, bye.
Okay so that's the audit for that snow goggles
and sunglasses brand.
I really hope you found that helpful for your own account
and your own strategies.
If you have any questions about any of the strategies
that I recommended, any of the low hanging fruit
any questions at all, please just leave them
in the comments below.
I'm gonna try and answer every single one of you
and I'll give you all the knowledge I can.
So just ask below and I'll get back to you as soon as I can.
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Anyway, thanks so much for watching
and I'll see you next time.
Bye for now.
(upbeat music)