Shownotes
Regina Bellows reveals a successful Google Ads strategy that boosted Return On Ad Spend (ROAS) by 31% and improved Media Efficiency Ratio (MER), all in just two and a half months!
Learn how the StarterPPC team allocated budgets between Standard Shopping and Performance Max campaigns and dived deep into the importance of tracking the MER to gauge campaign success. The strategy also involves focusing the algorithm on popular products to maximize effectiveness with a limited budget, and more. Listen to this episode now.
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0:00 Achieving 31% Google Ads ROAS Increase In 2.5 Months
1:58 Campaign breakdown
6:58 Adjusting budgets
7:32 Need help scaling Google Ads with a limited budget? Let StarterPPC help you!
8:47 Focusing on popular products
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Transcripts
Hey everyone.
2
:Regina here with starter PPC.
3
:I'm going to show you around the strategy
that we've been using on this B2C e
4
:commerce company that sells beard oil and
other types of, skincare products for men.
5
:this company has been with us for
only about two and a half months.
6
:And we've already been able to see a,
on average, a 31 percent increase in.
7
:Return on ad spend inside of the ad
account alone and the media efficiency
8
:ratio, which if you don't already know
is like return on ad spend, except it's
9
:zoomed out for the entire business.
10
:So we're calculating that with, total
revenue divided by total media spend.
11
:So it's the return on your media spend.
12
:that also has gone up and that's gone
up by way more than So I'm going to show
13
:you guys around the strategy that we've
chosen, how that strategy has shifted over
14
:the past two and a half months and why.
15
:first things first.
16
:I just want to lay the
foundation and show you.
17
:I have October 2nd through
December 17th pulled up.
18
:So this is the entire time that
we've been managing the ad account.
19
:That's when we took over.
20
:I have a return on ad spend showing in
blue and I have the cost showing in red.
21
:And you can see that we've been increasing
the ad spend a little bit over time.
22
:We do 20 percent increases for
the first three months when new
23
:clients come and work with us.
24
:this time period to the previous
time period of the same size.
25
:And down here, you can see that the cost.
26
:For these two time
periods is about the same.
27
:In fact, it's even gone down a little
bit by 5%, but the return on ad spend for
28
:these two time periods has gone up by 31%.
29
:so what we're running is we've got,
two dedicated remarketing campaigns,
30
:which right now have 20 per day.
31
:And then we have a brand
campaign, which has 15 per day.
32
:And then we have standard
shopping, popular products only.
33
:I'm going to get into this in
a second, which has 120 a day.
34
:And then we have performance
max at 110 per day.
35
:what I've done is I've opened a
couple of tabs to show you around.
36
:So the first thing over here, This
is the standard shopping campaign.
37
:And you can see that we didn't actually
have it running the first two weeks.
38
:It actually started in the
middle of October and we've been
39
:adding budget to it ever since.
40
:and then for the P Max campaign,
you can see that we've actually been
41
:lowering the budget in the p max
campaign ever since it's been active.
42
:So these two campaigns work holistically.
43
:and you're gonna say, if we go
back to the main tab and you see
44
:the, 400% ROAS in the perform.
45
:Max campaign and only 78 percent ROAS
in the standard shopping campaign.
46
:You're going to say, why Regina?
47
:Why would you lower the budget in the
performance max and raise the budget
48
:in the standard shopping based on
these performances for each campaign,
49
:you can definitely see that the
performance max can afford to spend more.
50
:While the standard shopping
should just be shut off.
51
:Ah, looks can be deceiving.
52
:Do not follow what,
Google wants you to do.
53
:Google is attributing more
conversions towards the PMAX campaign.
54
:Google can decide how to
attribute conversions.
55
:If somebody clicks on standard shopping
and then clicks on a performance max ad
56
:after that, Google's going to decide,
ah, let's give it to performance max.
57
:It did the heavy lifting.
58
:It got the sale.
59
:That's not necessarily the case,
standard shopping is a shopping
60
:network only campaign, and it
doesn't do anything Smart, bidding.
61
:if somebody's searching in the shopping
network and the algorithm sees, oh, this
62
:person was recently on the website, let's,
let's bid really hard to get that sale.
63
:Google's not going to do
that with standard shopping.
64
:it does is it just bids when people
are shopping, it's going to just bid.
65
:See if it outbids the competition,
it's going to spend your daily budget.
66
:And that sometimes means you end up
spending more per click, like a dollar
67
:68 here versus a dollar 34 on average
for the performance max campaign.
68
:So sometimes these clicks cost
more, because Google doesn't really.
69
:Care, right?
70
:It's not really trying to maximize
the conversions or anything like that.
71
:It's just trying to spend the budget
and bid on people who in general are
72
:searching for these products when
they're searching for those products.
73
:And this means that it does a
pretty good job at finding new
74
:cold users to bring to your site.
75
:that's oftentimes why you will
always see a low return in the
76
:standard shopping campaign.
77
:It's focused on cold users.
78
:It doesn't mind paying a lot for the click
and, performance max is going to steal
79
:all of its click attribution anyways.
80
:So you're always going to see a
low row as you can just expect that
81
:from the standard shopping campaign.
82
:Meanwhile, the performance max
is over here focusing mostly its
83
:efforts on remarketing, right?
84
:And things like display.
85
:So once the standard shopping finds a
new cold lead and introduces them to
86
:the brand and gets them to the site, P
max picks that up and bombards them on
87
:all channels until they finally convert.
88
:and if P max also has, smart
bidding, smart Shopping inside of it.
89
:So if P Max sees that someone who
was recently on the website is now
90
:searching, it's going to be really
hard to try to get that conversion.
91
:That's why with a small budget, we
Still like to run performance max.
92
:So our sister agency solutions eight
there, they're actually focused right
93
:now on getting away from P max entirely.
94
:we do think that when you grow to, I
don't know, 10 K 20 K budgets per month,
95
:it might be something to consider.
96
:but with small budgets, it's.
97
:very difficult to, play into
the strategies that those
98
:larger budgets have, access to.
99
:and so we have to rely a little bit
on performance max to, scoop up the
100
:standard shopping because without that, we
wouldn't have enough, awareness across the
101
:shopping network and the search results.
102
:To really, get the power that
we need to get the conversion
103
:with standard shopping alone.
104
:that's why you can see us adding budget
to the account and putting it mostly
105
:into standard shopping this entire time,
while keeping performance max small.
106
:In fact, our new strategy is to try to
get performance max down to about 30%.
107
:Of the total shopping budget.
108
:So between the standard shopping and the
performance max shopping, budgets, we want
109
:this to be 70 and this to be down to 30.
110
:So that is what we're now
working towards, in this account,
111
:as well as other accounts.
112
:Hi there quick interruption.
113
:Do you know the main thing that
prevents small business owners from
114
:getting their Google ads account
into a position to grow and scale?
115
:Budget.
116
:A lot of businesses, especially
those that are just starting
117
:out, have limited budgets.
118
:And so because of this, they're turned
away by most ad agencies because most ad
119
:agencies have minimum budget thresholds
that they're willing to work with.
120
:So what happens is the business owners
end up learning Google ads themselves.
121
:And the problem with that is
that most of the advice online is
122
:geared towards larger accounts.
123
:And the advice doesn't have any of those
strategies or tricks that can kickstart
124
:the algorithm into giving a small
account a leg up over larger competitors.
125
:So it often just doesn't work
and the business just ends up
126
:losing money month over month.
127
:If this sounds familiar,
Starter PPC can help.
128
:We offer Google Ads management services
that are designed for accounts that
129
:have between 1, 000 and 5, 000 budgets.
130
:Because all of our clients are just
starting out, we've come up with ways to
131
:keep our management fees significantly
lower than most agencies, because
132
:we know that every dollar saved on
management fees just goes towards
133
:the ad budget, which is going to help
the algorithm gather speed and power.
134
:So if you're serious about growing your
business and you'd like a team of Google
135
:ads experts to help you without breaking
the bank, check us out as starter, pbc.
136
:com.
137
:Okay.
138
:Back to the video.
139
:going to talk to you about why we
decided just to put the popular
140
:products into this campaign.
141
:this account in particular,
they have about five different
142
:products, but each product has, five
different smells and scents to it.
143
:what we realized is in this case.
144
:We want to focus the algorithm
on just five SKUs, five variants.
145
:And we do that because we have such
limited budget the algorithm to
146
:get very familiar with each SKU.
147
:So we want frequency
of conversions per SKU.
148
:And that gives the algorithm power
because it has a lot of averages and
149
:a lot of knowledge, and it can push
those SKUs out and figure out where
150
:else show them to similar people.
151
:We didn't want to divide the
budget up between all the scents.
152
:focusing the algorithm is one
of the reasons we decided just
153
:to go with one of the scents.
154
:So we have five skews, five variants.
155
:we figured there's two
types of users, right?
156
:There's people that are already
familiar with the brand and they
157
:already know what scent they want.
158
:And so they're going to be
searching for the brand name and
159
:maybe the scent that they want.
160
:And even if the wrong scent shows
up in the shopping campaign,
161
:because that's the only one that's
active in the standard shopping.
162
:They can't really see what scent
it is and it doesn't really matter.
163
:They're going to click on it anyways,
and then they're just going to change the
164
:scent that they want on the landing page.
165
:the other type of user is a cold user
who doesn't know what scent they want.
166
:And they're not going to be able
to distinguish anyways, right?
167
:They're just going to
search for beard oil.
168
:They're going to see us next to all
the competition and they really can't
169
:tell what scent it's going to be.
170
:So they have to click and read about
all the different scents anyways.
171
:So we figure we weren't harming anything
by restricting the amount of products
172
:here, and we wanted to focus the algorithm
on, just a small amount of skews since
173
:the budget is so limited performance.
174
:Max has access to all of the skews.
175
:Why?
176
:Because we're primarily relying on it to
be our remarketing our main source of.
177
:Remarketing on all channels.
178
:And so anytime anyone was looking
at us particular scent, we want that
179
:particular image of that scent to
follow that person around the internet,
180
:because we know that they were
interested in that particular skew.
181
:So all skews active in performance max.
182
:Okay.
183
:This has been a lot of information.
184
:I hope it's been helpful.
185
:a couple of different strategies
combined into one and we're
186
:shifting strategies as we go.
187
:And as we learned about what's working
and in PMAX's case, what isn't working,
188
:although it looks like it's working.
189
:and, the media efficiency ratio
for the business, which is the
190
:bottom line is going up and up,
which means that our standard
191
:shopping is bringing in cold leads.
192
:And those cold leads are,
repurchasing these beard oils.
193
:and so even though the standard shopping
shows a low return on ad spend inside
194
:the dashboard, looks can be deceiving.
195
:Make sure you're tracking that media
efficiency ratio, because that is
196
:what's going to tell you whether
it's doing a good job at bringing in
197
:cold leads who are then making repeat
purchases behind the scenes for free.
198
:You don't have to pay for
those repeat purchases.
199
:People are going to come back and
buy your products if they like them.
200
:All right.
201
:Thanks for watching.
202
:Hope this has been helpful.
