John shares the strategy of how he applies hypersegmentation of Standard Shopping campaigns. He reveals his three-step process for maximizing eCommerce visibility and sales in this different variation of the campaign. He does this by sharing a case study on a luggage company, and he shows how this strategy resulted in significant sales growth within weeks. Listen to this episode to learn more about this Google Ads strategy.

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0:00 Google Ads Strategy: Hypersegmentation of Standard Shopping Campaigns

1:18 Three-Step Process Explained

7:38 Scaling small campaigns

10:06 Negative keyword strategy

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#googleads #digitalmarketing #googleadsbestpractices #ppc

today is this hyper segmentation Tell us a little bit

2

about that how you've been using

it primarily in e commerce, or

3

this is more broad industry wide.

4

This will be broad, industry wide.

5

for specifically e commerce, any industry,

and like my official title, Google kind

6

of made it obvious that titles don't

matter like performance max, which is

7

why my recommendation is to pause it.

8

Because it doesn't, max out your

performance and the hyper segmentation

9

of standard shopping campaign is where

I think the industry is moving towards,

10

I'm pioneering that with some case

studies, but this is the big thing that

11

I saw is that performance max does.

12

A decent job at, getting you

good visibility and going after

13

new and existing customers.

14

Yeah.

15

We beat that horse to death.

16

What I've been testing is a different

variation of standard shopping down

17

to SPACs, single product ad campaigns,

which is really what they are.

18

And what I've been doing is

of, a three step process.

19

Step one, I take all of my

products of a manufacturer into

20

one standard shopping campaign, and

I throw a bunch of traffic at it.

21

usually the bidding strategy is

max clicks or like with a bid cap.

22

So I can gain that data, or a low TRO as

goal campaign, which is like a 50 percent

23

TRO as in one standard shopping campaign

with let's say 300 SKUs, I then find

24

what I call it, the high low, which is.

25

There's Pareto's rule always

happens, especially just Google

26

will force a Pareto rule.

27

80 percent of your sales will come

from 20 percent of your items.

28

So I take those 20 percent of my items

and I break out individual standard

29

shopping campaigns for them with a

dedicated daily ad spend that is safe.

30

if you think about a campaign that spends

50 a day, That's a simple campaign.

31

Now get 10 of those.

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Now you're spending 500 a day and

the individual campaigns are not

33

spending enough to be risky, but

they're spending enough on that product

34

that was more than what performance

max was dedicating to that product.

35

So when you look at a performance max

campaign, everyone's done this in the

36

last 10 days, I sort of descending by

37

clicks and my next product down has 200.

38

So you're like, man, I really wish

you would diversify my spend and spend

39

more on the products that are selling.

40

We're forcing that to happen.

41

Yeah.

42

And I can screen share here and give

you an example of what this looks like.

43

And so what you'll see here is

I'm selling bricks primarily.

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I have a lot of products in this

account for just a dumb example of

45

all the products that are available.

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I have 3, 162 SKUs.

47

So I have a ton of SKUs and

they're from every you can imagine.

48

Now, things like Dolce Gabbana.

49

The Samsonite, all the other ones.

50

I said, Hey, when I ran all 3000

bricks started to come out on top.

51

So I'm running a bricks where they

call catch all, which is the original.

52

This is the campaign that I've used

over the course of a few months to

53

learn what sells and what doesn't.

54

So this, that campaign here,

you see how I have a high cost.

55

And conversions and then watch the

spend level, the cost kind of was

56

reduced down now, still working

fairly well this is where we pulled

57

a lot of spend back because we're

getting ready for like Friday, Sunday,

58

Monday, but I was able to reduce a

bunch of spend and break things out.

59

So now that I've taken my

standard shopping campaign and

60

segmented them into multiple.

61

different standard shopping campaigns.

62

I have now a product line in a

manufacturer and that has One skew with

63

variants and what this does is it allows

me actually to crowdsource All of the

64

quality search terms for all of the best

performing products Here's what I mean by

65

that in the last 30 days When I look at

my search terms You For my BRICS campaign,

66

as an example, search term contains BRICS.

67

So this is just consolidating to

my campaigns that are running, not

68

my Samsonite and the other stuff.

69

if you're hearing it in an audio

form, I'm showing my search terms

70

across all of my BRICS campaigns.

71

And we can see that someone

types in BRICS luggage.

72

They click on an X collection

and they buy those.

73

They type in BRICS luggage again,

and a different person, they

74

click on a Sienna and buy that.

75

Someone types in BRICS

luggage, they buy Ulysses.

76

So I can see that the search terms

are all the same, except for when they

77

really want like something specific,

which doesn't happen very often.

78

They're looking for bricks luggage.

79

And I'm saying, which one of my

bestselling items would you like to see?

80

And now I get to own also the

search engine, which means

81

someone types in bricks luggage.

82

You'll see my Sienna, my

Bellagio, my X collection.

83

Why?

84

it's because I have my Sienna,

my Bellagio and my X collection

85

running as campaigns individually.

86

I'm entering in to multiple

auctions in one Google ads account.

87

By allowing these campaigns to all

show up for the same search terms and

88

Google will give me multiple placements.

89

I'd beat the manufacturer.

90

I show up more often than anybody else.

91

I beat, Neiman Marcus.

92

They're not even on the first part here.

93

And this is me using high TRO as goals.

94

I'm sniping these clicks essentially.

95

And what happens here on a micro level

is because I'm only spending 50 a day.

96

Across a higher AOV type of account.

97

If I spend 73 to make one sale, I get a.

98

250 ROAS.

99

If I spend 57 to make two

sales, I get 1, 000 ROAS.

100

If I spend 32 to make one

sale, that's 700 ROAS.

101

Now, I actually made 2, 000 yesterday.

102

This is only showing 1, 000.

103

because Google sucks at attribution,

which we already know that.

104

I made two grand here.

105

And I'm only running Google.

106

There is no other traffic.

107

There's no social traffic.

108

It's just search and direct.

109

That's it.

110

so I know that I've actually made 2000.

111

This will show 1000, but

112

That's a four X and only three

campaigns out of 11 had a sale and

113

I still four X because I'm not.

114

Going deep into a risk in any specific

limiting your risk by the individual

115

campaigns, but you're also maximizing

the amount of the coverage for any

116

search term and all the variability

that comes with the search term.

117

yeah, so you're limiting downside risk.

118

It's almost I look at this

as like stock trading.

119

you have limit orders, and you

have stop loss well, diversified

120

portfolio a hundred percent.

121

But the marketer in me says, once you

get data here and you start seeing

122

that, maybe just the generic term

bricks luggage, for example, is the

123

one that's bringing in the most sales.

124

Would you start scaling up

that individual campaign?

125

Or would you just do you'd have to

gather data over the course of weeks.

126

what's your scaling step on this?

127

Yep.

128

because.

129

I actually like scaling small campaigns

because they can react the fastest

130

with the least amount of risk.

131

You can see that every one of these

campaigns, if I say X collection, it's

132

limited by budget course, but I can go to

one 80 without hitting a point diminishing

133

returns, or I could take this Bellagio.

134

And I can go from 60 to 180 also without

hitting a point of diminishing returns.

135

Each one of these things going from 60

to 120, that's not a big move to Google.

136

Now doing that 10 times for 10

campaigns, that's 600 more per day.

137

So when you're looking at here, for

example, this last, since October

138

1st, I said, what if I put a hundred

percent more in Aspen into it?

139

I got 137 percent more conversions.

140

Those are now.

141

A lot less risky.

142

So my ROAS actually got 7

percent better after I put 105

143

percent more budget into it.

144

And looking at the backend, when I was

looking at just the top line metrics,

145

my sales in September were 32, 000.

146

My sales in October were 70, 000.

147

So I doubt more than doubled

my actual top line numbers.

148

Pmax usually doesn't do that.

149

Pmax is you made more sales.

150

And we're like, no, we didn't.

151

So this is actually realistically

moving in the right direction because

152

it's really low risk 10 times.

153

And with a very high amount of

visibility into Google fascinating.

154

like, you don't really care about

new and returning customers.

155

You're going back to your first nugget.

156

This could be new and returning

customers, which I think you gave

157

the example there of this particular

business, but because it's such small

158

budgets, it's like you're controlling it.

159

You're really limiting that downside,

but then you're obviously using the

160

data to be able to scale up and.

161

that's doubling sales within a month,

basically using this strategy and this

162

strategy alone, if I'm not mistaken.

163

And the best part is I have 3000

SKUs from 25 different manufacturers.

164

This is one, just

bricks, one, just bricks.

165

So I said, Hey, you know what?

166

Let's do this again.

167

This again, let's do this with Samsonite.

168

So I did this and said, Hey, yeah,

Samsonite has 10 times the amount

169

of search volume than bricks

does according to Google trends

170

in Google's keyword planner.

171

So I said, you know what, let me

start this campaign on the third.

172

And since the third, what you have

to be is good stewards of workload.

173

which means don't be afraid to get

in there and keep making a bunch

174

of changes in the right direction.

175

So since the third, I made 483 changes.

176

I am negative matching everything

that is not Samsonite because I really

177

want good placements for Samsonite.

178

Like I have good placement for bricks.

179

So I'm.

180

I'm excluding everything.

181

I'm bubble up.

182

So I have 70 negative

keywords on the seventh.

183

I have added another 30 on the fourth.

184

I keep going in there and just

hacking off lot of those negative

185

keywords are really top of funnel.

186

I don't know what I want yet.

187

Kind of searches.

188

Like I want a bag that's

this dimension kind of thing.

189

Yeah.

190

18 inch laptop rolling bag.

191

Samsonite has one of those, but

I'd rather show up for a person

192

that wants to buy a Samsonite.

193

Okay.

194

So what's nice about that is as soon as I

am on day like four of my negative keyword

195

saga, and added 400 negative keywords that

weren't from the keywords that I wanted

196

that fifth day, yesterday, for example,

I had 23 conversion or 23 clicks total.

197

I had two sales.

198

conversion rate is 8% and

I spent $42 to make 612.

199

Beautiful.

200

So now Samsonite garment luggage, one

click sales samsonite outlet, I'm running

201

a, I have a sale that's permanent.

202

I have taken my price, I've marked it up.

203

I wrote a permanent 20%

off sale that pushed me 10%

204

below map, which is my limit.

205

And now I to direct response, always

have the best sale at the best price for

206

the shortest amount of conversion path.

207

Where 23 clicks makes two sales.

208

Wow.

209

that's why when you look at Bricks

luggage, 20 percent off, 10 percent

210

off, 10 percent off, 10 percent off,

20 percent off, 20 percent off, 10%.

211

I am the only one running a sale.

212

You see me everywhere for

any type of search for all of

213

the best performing products.

214

If you're buying a Bricks for me on

Google today, you're buying it from me.

215

Yeah.

216

And we're looking at the screen here

and it basically dominates the entire.

217

shopping row, in essence,

especially the ones where you

218

don't have to click to the right.

219

So I've always wondered, when

you're doing these sorts of things,

220

we're looking at it on desktop.

221

Do you view, do you cross

check everything on?

222

Mobile as well to make sure that you're

appearing there, you're breaking it out

223

by device, doing like what, where is,

where does that enter into the equation

224

here as, or are there certain purchases

that you found in the case of like luggage

225

for example, that's a desktop purchase?

226

'cause I need to be in front, I

need to analyze, I need to look at

227

it give much consideration there?

228

so there it is.

229

I actually take a harder focus on mobile.

230

35 percent of all my ad clicks or 35

percent of all my conversions take

231

two ad clicks or more to purchase.

232

and it's usually a broad manufacturer

search and then a secondary model search.

233

That's where the catch all will win.

234

If it's not one of my best

performing items, that's my backup.

235

So if you're looking for bricks and you

click on the Bellagio and you find, the.

236

You list a year or something like that,

that I'm not actually having a dedicated

237

campaign for, because it doesn't sell too

well when you come back and you Google

238

that specific one that you found on my

site, that catch all campaign catches you.

239

So it's all based on direct

response and it's all based on.

240

Are you looking for one of the products

that usually sells 80 percent of the time?

241

That's what dominates the SERP on

both desktop and mobile, because

242

I know that I'm going to get cross

pollination of that traffic between

243

desktop and mobile all the time.

244

And when these are 350 and 750 AOVs,

you're probably going to have someone

245

that will find you on mobile, then go

to the desktop and purchase it because.

246

When you're buying 750 luggage,

you're probably not a Gen Z.

247

So desktop is going to be

a little more favorable.

248

It makes sense.

249

So I needed to show up for

both those people as well.

250

But yeah, that's the hyper

segmentation of standard shopping.

251

And I just did it with bricks.

252

We're, we went from 30,

000 down to up to 70, 000.

253

So what's funny is now this company,

when this kind of continues, we're

254

almost a million dollar annual

sales off of my first product line

255

that I've done this with, and I'm

going to go do it 25 more times.

256

but like the search term for bricks,

I would imagine you're showing up

257

for that, just that unto itself,

or that's not even a search.

258

Like you have bricks, luggage of bricks, a

lot of different sort of variations, but

259

bricks itself, somebody's looking for it.

260

Cause they want to go to the brick site

is I'm thinking, but you appear there as

261

well, or is that not part of the strategy?

262

bricks doesn't actually sell as well.

263

I don't negate it, probably one out of

every 20 searches is just the term bricks.

264

I think it's also cause

Google predictability.

265

When you go to Google and type in

B R I C apostrophe S it says bricks

266

luggage and people just click on that.

267

So what Google is predicting is

what people usually search for,

268

which is what usually sells.

269

If you type in bricks is good.

270

What's funny is you can also actually

type in bricks luggage and I have a search

271

ad, that is also right underneath it.

272

And, I'll outrank a lot of

times, bricks themselves on

273

search, primarily also on mobile.

274

so it's interesting is I'll have a.

275

Search and a shopping ad.

276

My search ad horrible performance.

277

I even have the same, like

it's right underneath bricks,

278

there's bricks, luggage, 20

percent off all bricks products.

279

I get tons of clicks on that.

280

as I think that your buyers, when they

make their buying decision, they look

281

at, that's the color, that's the size,

that's the product, that's the price,

282

that's the shipping, that's the discount.

283

And they pop it.

284

I'll probably get some return traffic

from the search, but search and shopping

285

is a six to one ratio of conversions.

286

Interesting.

287

Yeah.

288

Plus it's just a, it's

a visual purchase too.

289

there is that element to it.

290

why would you click on a shopping ad?

291

You're looking for the product

you want at the best price period.