In this episode, Senior Client Manager Mel is joined by Onkar from our Strategy team where they review what led to the success of their dropshipping client who went from barely making $30K a month to now consistently making six figures.

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#googleads #digitalmarketing #googleadsbestpractices #ppc

Hey, everyone.

2

It's Mel, senior client

manager here at Solutions 8.

3

And today I'm joined by Ankar, one

of the strategists on our team.

4

I'm super excited about today.

5

We're gonna be talking about one

of my favorite clients, We've had

6

some really great results with

Google ads, for the past year

7

that we've been working together.

8

So we want to share that

experience with you.

9

this client is a drop shipper.

10

if you looked at the website,

though, you would not Assume

11

that they were a drop shipper.

12

So we're going to talk about

some of the things that we think

13

has led to this client success.

14

So coupled with our Google ads, what

is the client doing on their end?

15

And Ankur is going to run through some

performance stuff with Google ads.

16

So to give you some context, when

this client started with us last

17

year, we were struggling to make 30 K.

18

In Shopify and their Shopify store,

I would say they had a streak of

19

probably eight months of really not

great performance He was on the brink

20

of I don't know what else to do.

21

if we can't make this work, like

i'll have to shut this all down

22

to fast forward to now, we've made

over Six figures for the last couple

23

months, and continues to scale.

24

we've been able to turn this

ship around, so to speak.

25

and the client's really happy and

we love working with this client.

26

so I guess we can hop into it.

27

anything I forgot there on car

that you can think of, or should

28

we go into performance stuff?

29

let's go into the Google Ads account and

dive in what we did and how, we changed

30

the Google Ads performance, compared to,

what, They were doing in, last year, I

31

will let you know, what we did and then

how the campaign or the account form.

32

here, if, if I go in overview, you

will see, a drastic increase in

33

cost, conversions and ROAS as well.

34

So usually what we see is whenever we,

try to increase our costs, the goes down.

35

but we have, done that in a lot of

accounts and, we see the same thing.

36

but in this account, it looks because the

client has also worked in the backend.

37

He has, done great work in CRO, title

optimization product of, product feed

38

optimization, for example, images,

descriptions, and in an year we have

39

spent like close to two 40 K and then

our roas close to three, but we all

40

know that Google doesn't attribute

all the sales to it, like it get lost,

41

I guess not Beams, ROAS numbers are.

42

Close to 3.

43

5, and the whole year have

got like close to 30, 000.

44

conversions, right?

45

if we dive into our campaigns just to let

you guys know last year They were just

46

running one smart shopping campaign with

all the products in it and the client

47

was able to scale the campaign, till a

limit but then after everyone know like

48

after I guess october september, google

ad started updating these smart shopping

49

campaigns into pmax Our performance

went bad, we were not able to, hit the,

50

ROAs that he was getting in the stand

shopping campaign, and we were not

51

able to, spend, at the profitable ROAs,

and, we were not getting good control.

52

like smart shopping campaign

was really good at finding out

53

good products and scaling them.

54

But with P max, what happens is, let's

say if you have a hundred products and

55

there are 10 performing products, And

they are spending thousand dollars a day.

56

If you increase that thousand

dollars a day, you spend to 1, 500.

57

Google will spend those 500 extra dollars

in testing out new products, but with

58

stand shopping it Smart shopping it was

not the case like it was just throwing

59

money into those performing products

and everyone has faced this if you are

60

managing, any account and if you are

running tmax you have faced this, one

61

way or another we face the same issue

You So in this account, we have tried a

62

lot of structures, first, I guess it was

just one whole upgrade Emacs campaign.

63

We tried to do that, with

multiple assembles and all that.

64

It didn't work.

65

it was working, but then we

were not able to scale it.

66

above a certain limit, and then the

main issue with the account is the

67

lower AOV, there for certain categories,

their AOV is 30 and for some it's 60,

68

but guess the average AOV is around 50.

69

So it's a low AOV, account.

70

everyone know, a struggle, to get

profitable with lower AOV, get higher

71

ROAS, and, get good conversions, because

of the lower AOV, then we move to a high,

72

medium, low ticket, campaign structure.

73

That worked a little better, but then

again, we were not able to scale it.

74

after I guess, June, July, we

moved to segmentation, we really

75

focused on segmentation now with

sign shopping campaigns as well, I

76

guess John has, have a lot of case

studies where he has segmented.

77

Out the campaigns, based on

products, one product, one campaign.

78

we tried segmentation here and

that worked, so we implemented two

79

strategies versus segmentation.

80

And then second is stair step method

that we were implementing when we

81

had smart shopping campaigns, right?

82

So first, I will talk about like

segmentations, like here, you can see

83

there are lots and lots of, campaigns.

84

will see right now we are running

close to 13 TMAX campaigns.

85

and then if we only look at the

US ones, there we are running, 7,

86

PMAX campaigns and 1 brand, search

campaign, we went into the back end.

87

And in Google ads now reporting, we found

the best from products and the categories.

88

so we found that there was a clothing

category, which was performing

89

well, then there was an home, goods

category that was performing well.

90

And then, there was.

91

Phone accessory category that was

performing, like giving us most

92

number of conversions, we segmented

out those categories into its own

93

campaign and then we moved the

other categories into, one campaign.

94

Then we use our stair step method.

95

What stair step method usually

means is like we scale the

96

campaign to a certain limit.

97

We stay there for seven days.

98

And then after that, we increase the kiosk

or spend, what we did was, for example,

99

let's say, we take the clothing, campaign,

Let's say is running a hundred dollars.

100

Daily budget, right?

101

So what we will do is, we will,

up the budget to 300 and we will

102

continue as of, let's say, 250, right?

103

We will see if the campaign can

spend 300 daily budget and if it can

104

maintain the 250, percent ROAS, right?

105

If it is doing that, like after

a week, we will again increase

106

the, budget from 300 to 300.

107

400, We usually try to increase

it by 20 percent because if you

108

increase above 20%, we have seen that

the campaign go in learning phase

109

and then it performs really bad.

110

Like it takes another like 14

days to get out of learning.

111

And so we were scaling

these campus really slowly.

112

That's why it took four months.

113

To get 17, 000, 25, 000, 37, and

then in December, we spent 62.

114

So it took us a while to scale this,

but now we have said, and then now we

115

are facing, To spend above 62 in January

and 23, So it's not like Facebook where

116

you can spend, 10x budget in a day.

117

you can scale those campaigns by 10x, but

in Google works on search volume, right?

118

you can't scale a campaign above the

search volume because then there is

119

certain, search volume available in

the market and there are computers.

120

Google have to like, Assign you

some percentage of search volume.

121

So are limitations, right?

122

So yeah, we have to scale slowly,

but now we are set and we are

123

planning to spend 100k in a month.

124

that's we did in the Campaign, in

the account after we got success in

125

USA, we try to move to Canada and

then once we got hang of Canada,

126

there we were getting like 2.

127

5, 2.

128

8, like decent to us, then we

move to like other countries, like

129

Australia, New Zealand and UK.

130

so that's how we also scaled our

spend and, but the revenue in the

131

backend, and, in coming months, we

are planning to, do countries, we have

132

seen like better results in Facebook,

like the client is managing Facebook.

133

So he's getting better results.

134

we are also planning,

coming months to test you.

135

so yeah, that was everything I did.

136

or we did in the, Google ads account.

137

Melissa, guess I've covered everything.

138

So let me know if I've missed anything.

139

I can go over.

140

I was thinking maybe on car, we could

talk a little bit about, just in the back

141

end for you looking through the products,

like finding those categories and being

142

like a little bit ruthless because

this client has over Thousand products.

143

It is product heavy.

144

So with Pmax, as I'm

described, it will focus.

145

It'll try to find new products.

146

So it'll just spend, and it's not

really focusing on products that are

147

working, which was working really well

with smart shopping for this client.

148

Because smart shopping would

find a product that's performing

149

and it would hang on to it.

150

Whereas Pmax is I have 16,

000 products to sort through.

151

Let's try to spend on them.

152

So it would just do this all the time.

153

So why we had to hyper segment.

154

and so on car and the team did a

really great job, in the back end, just

155

pausing, like ruthlessly pausing products

that are not going to work for us.

156

we can retest them at a later date,

but right now to work on performance

157

metrics, we need to find, categories and

products that are working well for us.

158

But then again like we were pausing

products, but they were variant

159

of a main product So they were not

completely like causing that product.

160

It was just a variant which was not

performing Yeah, and just a quick tip.

161

if you have a lot of products

and you want to analyze You can't

162

just go in campaigns and look at

like product performance in here.

163

what you have to do what?

164

we usually do when there are a lot of You

Products in here and multiple categories.

165

We try to use reports a feature If we

go in reports, you will see multiple

166

reports in here like for auction

insights for product categories for

167

product titles for then item IDs, right?

168

And then, CTRs.

169

So here, if we look at a

recent one, that I created.

170

Okay, so here, let's go in

product type level report.

171

So here, we will see, if we do,

high to low, then we will see the

172

performance of a product type report.

173

You can't go in campaign

level data and product level.

174

you can't get this data inside

Google ads or in campaign.

175

You have to go in reports and you

have to read these reports to really

176

understand Which category is working

or which subcategory is working, right?

177

So here, for example,

this is, kitchen tools.

178

and then under that we have a

subcategory that is working.

179

So that's how we analyze

which product type is working.

180

And then we segmented that out, right?

181

if you just look at products, you

can't, you will never get to know

182

which product type is that product in.

183

Right so this is the 1st report

that we used and then the 2nd

184

report was, item ID level report.

185

So here we were.

186

And again, here, you can see

that there is product type.

187

Item ID product type 1st level.

188

And then the performance based on, right

now, I've selected last 30 days, but we

189

were looking at last 2 years data just

to see, which product was working, which

190

type was working, which campaign was it?

191

And.

192

yeah, this is how you have to do it.

193

And then, here, just to see data better,

you can use conditional formatting.

194

It's really easy.

195

here, let's say the, is more than three.

196

It will mark.

197

It has green this product,

in last 30 days, got 3.

198

67 draw us, right?

199

this didn't got 3, so it is not much.

200

So this is how we analyze product types,

item IDs, and then option insights.

201

CTR, here you see a better.

202

Example like how we use conditional

formatting just to see which products

203

have good CTR, bad CTR or moderate CTR.

204

these are the reports that we use, be

used to analyze and then implemented.

205

based on this information, we

implemented our strategies.

206

And I also think it's just important

to note, when looking at the product

207

data instead of Google ads, it's

important to look inside Google

208

ads, but I also do think that it's

important to look at Shopify data too.

209

So just compare the two.

210

And also if you're in our shoes,

also talking to the client, what

211

products have really good margins?

212

What products have really bad margins?

213

And so you're able from there to determine

specific product going to be fun.

214

specific.

215

product or category ROAS goals in

the account, based on those profit

216

margins, then you can individually

set those, even just baseline.

217

I guess one thing that I wanted to talk

about next is what the client did on his

218

end, to ensure that he was also doing

everything within his power to make sure

219

that this was going to be successful.

220

a lot of times, I think it's, It can

be said from clients that, we're just

221

going to do Google ads and that'll

be enough, but that's not enough.

222

the client also has to

do work on their end.

223

Okay.

224

So what the client did on his end during

this time was he was also digging through

225

all of the data He is very much involved

in this he knew that it was beyond You

226

know his capacity right now to really

run the ads find the strategy find the

227

products But he's still very much involved

in the runnings of the business and

228

very much so in the weeds of the data He

takes all of his own product pictures.

229

He tests his product pictures.

230

He's looking at CTR.

231

He's looking at different metrics

in Shopify, to really identify if

232

his product images are working well.

233

So we have to remember

he is a dropshipper.

234

So he spends a lot of time and a lot of

effort, to take his own product images.

235

And you can really tell on his website

in comparison to other dropshippers.

236

That he sets himself apart from other

dropshippers in that way because he

237

has, really great, lifestyle images

of the products that he chooses.

238

and then that segues into

the products that he chooses.

239

So although he is a dropshipper,

he really spends a lot of time

240

making sure that the products that

he does carry are good quality.

241

I think a lesson here is looking at,

how many returns are you getting?

242

Are you getting a lot of client,

Customer feedback, just getting

243

a lot of client feedback that the

products are bad, quality is not good.

244

So he spent a lot of time, just going

through all of those reviews and making

245

sure that he doesn't sell those products

anymore or fixes them or whatever it was.

246

That's really important.

247

He spends a lot of time.

248

Also, anybody who has problems, any

customers that do have problems, his

249

customer experience team reaches out

to them, tries to get to the bottom of

250

it, and really just works with them.

251

I knew this was going

to be a problem today.

252

so another thing that they do

really well is their social media

253

and their, creative abilities.

254

So they're pumping out new, Facebook,

ads, they're pumping out new images,

255

they're pumping out new video,

TikTok, all of it, quite often.

256

And it's all basically

lifestyle, which is.

257

It's easy enough to do, but

they just have a lot of content.

258

They've got a team that

they're, that they, work with.

259

or actually, the team it's them.

260

it's family owned.

261

So it's, my client and his partner

who run this, dropshipping website.

262

so they're really good at what they do.

263

So she handles all the creative stuff.

264

and she makes all their videos.

265

she makes all their Instagram, Tik TOK,

images, videos, whatever, she does it.

266

So I think that's another thing that

they spend a lot of time on that's

267

really helped with their success.

268

product titles is another thing.

269

on the client side, he's done a lot of

testing with different product titles and

270

just changing them, A, B, testing them.

271

He did a lot of work there.

272

And then also on our side, we've

done a lot of work as well.

273

We have a, feed specialist on our

team who, I've also asked to go

274

through his entire feed and just

make sure there's nothing, or

275

their whatever can be improved.

276

We are improving upon.

277

that's a big factor there as well.

278

Um, Oh, a charity program where they give

back for all the purchases that they,

279

have and all the revenue that they make.

280

They do give back.

281

Um, Okay.

282

that charity that they've decided

to work with is in relation to their

283

store category, if that makes sense.

284

but it's another thing that helps

set them apart from other stores.

285

The only thing dropshipping

have those products, but it

286

is family owned and operated.

287

They have this charity program.

288

they take all their own product images.

289

They test all the products themselves.

290

so they've done a lot of work on

their end and it really shows.

291

And I think that's what saved this

is the client's ability to see that

292

there's stuff within his control

that he can actually improve upon.

293

And he did it.

294

Coupled with obviously our Google ads

testing and strategy that we've been able

295

to Scale throughout the last six eight

to eight months I think I agree with what

296

you said and then again like everyone

needs to understand like it's not just

297

That google ads agency or facebook as

you see that will lead you to success.

298

You have to also work on the business

or on the back end like improving your

299

shipping improving your rto improving your

product packaging just website appeal.

300

So there is a lot that the client

can do and help us to, like,

301

perform to do our jobs better.

302

I think the client and the agency

that their work goes hand in hand and

303

then the account or the business gets.

304

Successful.

305

just wanted to add that I mean overall

I think the combination of the work we

306

do at solutions a coupled with a really

driven motivated client We can see that

307

success and that's the success everybody

wants but not everybody is able or

308

wanting to put in the work and I That's

a hard thing about client management on

309

my side is you know, we see all these

opportunities, To improve the website

310

to improve the Product performance

to improve, getting better reviews.

311

All this stuff matters.

312

It's not just Google ads isolated.

313

And then also the client on his end,

he is very good at Facebook ads.

314

So he is running Facebook ads.

315

Now the Facebook strategy is based

upon what we're doing in Google, but

316

he's just running the same products,

the same locations, and that coupled

317

with what we're doing with Google

is really has helped so much.

318

There's more to success than

just, scaling Google ads.

319

it's this whole, it's

improving the entire business.

320

And I think this client is such a great

example of how that can really work out.

321

and it's, led to such

great success for him.

322

words.

323

Final words.

324

I will just put our strategy in point is

people can, like people who are watching

325

they should get the strategy in points.

326

again, like the strategy, it depends

on the account to account basis,

327

but I will say, Use reports, Look at

CTRs, look at your product feed, try

328

to improve your product feed, then,

look at auction insights, look at what

329

your competitors are doing, what are

the pricing main thing, then based on

330

all this data, the structure depends.

331

there are more than five or six structures

that you can, Implement a Google Ads

332

account, have to look at all that data,

and then you have to find which structure

333

will work with thing, So that's few

point is that I want to give, and, if

334

you guys implement this, then, yeah, you

can also scan your account, pretty well.

335

I guess that's everything.

336

stair stepping method if you can.

337

you don't necessarily have

to rely on standard shopping.

338

I know we talk a lot about moving

to standard shopping, and in a

339

lot of cases it works better.

340

Don't get us wrong.

341

Don't come for us here in the comments.

342

but PMAX Worked for this client.

343

So we stuck with it and every time we

made, those strategy changes that Ankur

344

talked about, we saw better success.

345

So we're not going to say, Oh, we're

having great success, but let's

346

switch to the standard shopping.

347

if we're seeing success, let's continue

down this path, until we hit a wall.

348

which is what we're doing right now.

349

And we've been able to scale no problem.

350

So we're having great success here.

351

stair stepping method.

352

Find the products that work.

353

Find the categories that work.

354

If you have a lot of

products, do that work.

355

That is so important because

otherwise your PMAX is going to just

356

spend on what it wants to spend on

and it's not going to care if you

357

have great performing products.

358

It's just gonna, cycle through those

ones that, that it wants to cycle

359

through, for lack of better words.

360

and then also a couple that strategy

within Google ads with working on

361

your overall business, your product

images, your website, your customer

362

experience on the website, CRO, look

at your CRO, look at your product feed.

363

All of those things matter.

364

and they can either help

or hinder your Google ads.

365

and it could cost you money.

366

you could be spending a lot of

money when actually, if you just

367

work on those things, you wouldn't

need to spend so much money.

368

So we'll leave you with that.

369

If you enjoyed this video,

thank you for watching.

370

You can like, click subscribe,

do all those things, do all

371

the things they tell you to do.

372

a little, like if you are spending more

than 10, 000, you can contact us and

373

if you need help, we can help you guys.

374

Yes, that's what we're here for.

375

That's what we love to do.

376

And we love to see clients succeed.

377

this is such a huge win for us.

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We love this client and

we're so happy for them.

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and the success that we've

been able to have this year.

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So thanks everyone.

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and we'll see you next time.