Shownotes
Need help to make Google Ads work for you? In this episode, Regina Bellows, Executive Director of StarterPPC, troubleshoots a fashion accessories brand's Google Ads setup, sharing tips to boost your strategy. Listen to this episode for practical tweaks and valuable insights to enhance your Google Ads campaign performance, especially if you have a tight budget.
This video is from StarterPPC’s YouTube channel, check it out if you want to maximize ad spend & achieve better results with a smaller budget:
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0:00 What To Do When Your Google Ads Strategy Is Off: Troubleshooting A Fashion Accessories Brand's Google Ads Setup
2:09 The importance of a display remarketing campaign
7:00 Need help scaling Google Ads with a limited budget? Let StarterPPC help you!
8:24 The need for high quality videos
11:00 Lifestyle images
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Transcripts
Hi, everyone.
2
:Regina here with starter PPC.
3
:I'm going to walk through an account set
up and we're going to diagnose why things
4
:aren't working and what to do about it.
5
:So before I begin, I want to tell you
that this is a fashion accessories brand.
6
:The accessories are a little bit like
flamboyant party accessories, but
7
:they're also like high class high.
8
:expensive, as far as accessories go.
9
:It has a very niche market.
10
:and it has a budget of 1,
000 per month and add budget.
11
:first thing we're going to do is look
at the way the setup is right now.
12
:And then we'll talk
through what makes sense.
13
:as you can see about, 900 has
been spent on these two campaigns.
14
:In particular, we have a standard
shopping campaign, which is only
15
:promoting one category within store
that has about six categories, right?
16
:So we're only focusing on the main product
that is the centerpiece of the website.
17
:And it's also what they specialize in.
18
:and I think it's also the most
expensive, category on the site.
19
:And then, a smart campaign.
20
:All right.
21
:So for those of you who aren't
familiar with smart campaigns, they're
22
:a lot like the asset only P max
campaigns that we used to run They
23
:run on all networks except for the
shopping network, as far as I know.
24
:and the performance so
far is showing this.
25
:So we've got 180 percent return on
the, smart shopping campaign and 40%.
26
:Return on the standard shopping campaign.
27
:This is really low, right?
28
:This is averaging out at 65%.
29
:180 is decent.
30
:40 is not great.
31
:And this is our main campaign, because
as you can see, the standard shopping
32
:campaign is spending 700 so far.
33
:And the smart shopping is
only assisting it with 159.
34
:So something needs to
change to get this to work.
35
:Now, the first thing that I noticed when
I look at this setup is that there is no.
36
:Remarketing at all.
37
:smart campaign probably
does some remarketing.
38
:But it's not going to do any
product remarketing, right?
39
:So right now, when somebody's on
the website, viewing a product,
40
:that product image should
follow them around the internet.
41
:hey, you liked this product, you
liked this product, are you still
42
:thinking about buying it, right?
43
:especially with this campaign, because
it's the type of thing where the products
44
:are so beautiful, and, kind of custom,
They work really well as, remarketing ads.
45
:So we're going to set up a display
remarketing campaign that has
46
:the shopping feed attached to it.
47
:And we're not going to restrict which
products are shown in that campaign.
48
:All right.
49
:We are going to restrict
the audience, right?
50
:We're going to restrict it only to,
people who were on the website, We're
51
:going to use our remarketing audience,
and that way, It's probably only going
52
:to be able to spend, 2 a day, 3 a day.
53
:Obviously we don't want to show
people the product 500 times.
54
:We want to show every user the
product they looked at like 10 or
55
:15 times, maybe 20 at a max, but
we don't want to waste money just.
56
:showing products.
57
:So we're going to restrict the spend.
58
:It's probably gonna spend about
two or three dollars a day.
59
:So that's not a big campaign,
but it makes a big impact.
60
:I've seen where we set up remarketing
ads and suddenly the standard shopping
61
:is able to get a higher return.
62
:Why does that happen?
63
:Because standard shopping
gets the first click.
64
:The person decides to wait on their
decision to buy the remarketing
65
:campaign, follows them around.
66
:They finally think, you know what?
67
:I do want to buy that.
68
:And they open up a new tab.
69
:They go straight to the
website and they buy.
70
:So they never clicked on the
remarketing ad, but they did click
71
:on the standard shopping campaign.
72
:So what does the algorithm do?
73
:It attributes the conversion to the
standard shopping campaign, raising
74
:the, return for this campaign, right?
75
:And raising the overall conversion
rate as well for the entire account.
76
:So the campaigns do kind of
work in tandem with each other
77
:and they work holistically.
78
:This brings me to my second point, which
is we need some sort of smart shopping.
79
:standard shopping campaigns.
80
:They don't do anything
that's smart at all, right?
81
:They're just gonna, if someone's
searching and it has the budget and
82
:it can win over the competition for
that auction, it is going to bid.
83
:And it doesn't care if the person
is a really hot lead or if they
84
:were on the website recently.
85
:it is just going to bid what it can
bid and try to win that auction and
86
:get these cold leads to the site.
87
:So usually the cost per click is, high.
88
:Because it's doing a lot of heavy
lifting cold lead prospecting.
89
:So as you can see here, a dollar 21.
90
:and it doesn't do a great job at
any sort of, smart bidding, right?
91
:So if it sees that someone's hot,
we want to bid more aggressively.
92
:If it sees that someone's cold,
we want to reserve our money
93
:and bid less aggressively.
94
:We don't care about losing
that bid if there's other
95
:competitors that want it more.
96
:so smart shopping.
97
:Is tough to get nowadays since we don't
we can't run smart shopping campaigns like
98
:we used to that It's not allowed anymore.
99
:The only way I know how to do it is
to run a pmax campaign nowadays if
100
:your budget is very limited like in
our case, we're probably going to hold
101
:off on setting up a P max campaign.
102
:but we will set it up once we
get a little bit more budget.
103
:And once we get a little bit more
history in this account, we just don't
104
:want to do too many things at once.
105
:ideally, we have a P max campaign
that has access to all the
106
:products and this will work.
107
:Similar to the display remarketing
campaign that I just described, which has
108
:the product feed around and it follows
people around on the display network
109
:with images of the product they looked
at, but the P Max campaign operates
110
:a little bit differently in that.
111
:it also has smart shopping in it.
112
:Meaning if someone's on the shopping
network, BMX does all the same remarketing
113
:activities that are display remarketing
does, but it's also going to spend its
114
:money on all the things that the smart
campaign does, and it's going to do also.
115
:All the things standard
shopping does, except better.
116
:So it does a lot.
117
:And that's why, we're waiting
to get it started because it's a
118
:big campaign that we just don't
have the budget for right now.
119
:And we think that if we hyper target
the budget at a display, remarketing
120
:campaign that can show people the
products they want on the display
121
:network, that will be good enough to
boost the campaigns that are here for
122
:now with the limited budget that we have.
123
:Hi there, quick interruption.
124
:Do you know the main thing that
prevents small business owners from
125
:getting their Google ads account into
a position to grow and scale budget?
126
:A lot of businesses, especially
those that are just starting
127
:out, have limited budgets.
128
:And so because of this, they're turned
away by most ad agencies because most ad
129
:agencies have minimum budget thresholds
that they're willing to work with.
130
:So what happens is the business owners
end up learning Google ads themselves.
131
:And the problem with that is
that most of the advice online is
132
:geared towards larger accounts.
133
:And the advice doesn't have any of those
strategies or tricks that can kickstart
134
:the algorithm into giving a small
account a leg up over larger competitors.
135
:So it often just doesn't work
and the business just ends up
136
:losing money month over month.
137
:If this sounds familiar,
starter PPC can help.
138
:We offer Google ads management services
that are designed for accounts that
139
:have between 1, 000 and 5, 000 budgets.
140
:Because all of our clients
are just starting out.
141
:We've come up with ways to keep
our management fees significantly
142
:lower than most agencies.
143
:Because we know that every dollar saved
on management fees just goes towards
144
:the ad budget, which is going to help
the algorithm gather speed and power.
145
:So if you're serious about growing your
business and you'd like a team of Google
146
:ads experts to help you without breaking
the bank, check us out at starter PPC.
147
:com.
148
:Okay.
149
:Back to the video.
150
:Moving on to number three.
151
:I have four things, by the way, that
I'm running through with you guys.
152
:there's no videos and that's a big
problem for this particular brand because
153
:of the nature of the product, right?
154
:It doesn't have a ready made audience, a
ready made market of people who have to
155
:buy it and they're already looking for it.
156
:It's not like that.
157
:This is an impulse buy product.
158
:People see it and they go, Oh my God.
159
:I didn't even know that
existed, but I have to have it.
160
:So that's what I mean
by impulse buy products.
161
:And the best thing you can do with
impulse buy products is have a
162
:lot of really high quality videos.
163
:And when I say high quality videos, I
don't mean dump thousands and thousands
164
:of dollars into video production.
165
:I mean, study how to do videos
well that work well in an ad.
166
:In fact, I even made a few videos on
this subject so you can channel for that.
167
:the main thing to know about videos
is that you have five seconds
168
:before people can click skip ad.
169
:So you have five seconds to tell
them what you're selling and the
170
:value on why they should want it.
171
:So on impulse buy products, I'm always
saying, Hey, the more videos you have, the
172
:better, like you should have minimum 10
videos and you can take the same video and
173
:just swap out the first five seconds in
each video because most people don't even
174
:watch past the first five seconds anyways.
175
:So why don't you just make one video,
five intros and slice them up and
176
:them to YouTube and let's get some
remarketing going for impulse buy.
177
:At a bare minimum, you want to
have video remarketing going.
178
:In fact, I recommend having video
remarketing going on every single account
179
:that we have, cause it's so powerful, but
for impulse buy, you're going to want to
180
:also run a little bit of outbound video.
181
:And again, we have a very limited
budget, but I feel that will be so
182
:powerful when we get those videos
from our client that I want to make.
183
:Budget for it, even if
it's just 5 a day, right?
184
:and the trick with outbound is to try
to choose a hyper targeted market.
185
:if you have a niche, try
to identify that 1 niche.
186
:Don't put in 20 different audiences
because that's just going to
187
:let the algorithm spend on
whichever audience is the biggest.
188
:So if you know your niche.
189
:Put it into the outbound campaign,
especially if you're limited on
190
:budget and get it to hyper focus
on that niche of market of people.
191
:All right.
192
:number four, and this is the
last one I'm going to show you
193
:guys what's going on in here.
194
:So the smart campaign,
when I go to images,
195
:it's pulling images from the website, but
we only get three rectangular images and
196
:three square images and two logo images.
197
:And right now it's just pulling
product images from the website.
198
:this isn't ideal when you're
running display ads, image ads that
199
:aren't on the shopping network,
you want to have lifestyle images.
200
:And this can be just a person wearing.
201
:The product or holding the product
up, smiling at the camera faces
202
:are always going to get more
attention, more views, more clicks.
203
:but don't just have an image of the
product sitting on a table or on a
204
:white background, reserve that for
the shopping ads because lifestyle
205
:images are always going to work better
on a display network because you're
206
:following people around the internet
and trying to catch their attention.
207
:They're not sitting there looking for.
208
:A product, right?
209
:that's how any display
campaign should work.
210
:So the smart campaign does a lot
of display and we need to get
211
:some lifestyle images in there.
212
:But the display remarketing campaign
that I described before, we're going
213
:to attach the product feed and it's
going to probably spend 90 percent of
214
:its budget on product images, right?
215
:It basically shows a shopping
ad that follows people around
216
:on the display network.
217
:only about, 10 percent of the time when
it can't attach someone to the product
218
:that they looked at on the site, then it's
going to default to our lifestyle images,
219
:which will have in there as a default.
220
:for when the product feed can't be used.
221
:All right, that's that.
222
:So we're going to revamp this
campaign and we'll see how it does.
223
:I hope this has been a educational
experience and thank you for watching.
