Discover how Regina achieved an impressive 83% boost in ROAS overnight, even with a limited budget. Learn her smart budget management strategy that uses “worst sellers” to boost Google Ads performance.

Furthermore, explore the benefits of remarketing and how it supercharges conversion rates. This approach can transform the game for businesses on tight ad budgets, delivering results and profits. Listen to this episode now to learn this valuable lesson.

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 Google Ads on a Limited Budget: Using “Worst Sellers” To Convert Bestsellers

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#googleads #digitalmarketing #googleadsbestpractices #ppc

Hey, everyone.

2

Regina here from Starter PPC.

3

This is one of our newest clients.

4

They just went live about three

weeks ago, and we can already see

5

that the performance has gone way up.

6

I don't have their media efficiency

ratio yet for their total business.

7

So I can't tell you with Certainty

what they're getting as far as

8

returns as a whole, but inside of the

dashboard in Google ads, I can already

9

see that the return on ad spend is

reporting an 83 percent increase.

10

Okay.

11

That's a really big

increase to have overnight.

12

And, the way that we achieved this we

took over one of their campaigns, but

13

we launched another campaign that's

helping that campaign to, succeed.

14

This ties right back to the whole question

of what do you do when your budget is

15

extremely limited and you know that you

can't just promote all your products, but

16

you also know that if you just promote

a few of your products, you're hurting

17

the performance as far as, remarketing

and you're leaving opportunities on the

18

table that could be wildly profitable.

19

this is going to be a happy medium

between, Focusing on your high

20

margin, best selling products and,

promoting your entire store as a whole.

21

So it's some happy medium, in between

because our budget is too limited to

22

promote all the products as a whole.

23

If you want to promote all your

products in your store, you

24

have to make sure that you have.

25

Such a velocity of sales that the

Google algorithm can afford to take

26

good chunk of your budget, put it

towards, testing products that haven't

27

been shown yet, or I haven't found

their little niche pocket that's gonna

28

work for that product and get enough

clicks on each of its tests that it's

29

able to build its knowledge, right?

30

But if you only have, depending on

how much your cost per clicks are,

31

if you only have a few clicks a

day, it's not smart to just throw

32

all your products at the algorithm.

33

but then you have the

opposite problem, right?

34

Where you're just, restrict

your Promotion your ads to just

35

your favorite five products.

36

And the reason why this isn't ideal

is because there's a lot of reasons.

37

Let me see if I can send this up.

38

One reason might be that people

who are searching for those five

39

products and then go to the store.

40

Decide not to buy that product.

41

They want something else.

42

And it might take them a few days

to actually make this sale, right?

43

Most businesses, does take a

few days for people to decide to

44

actually come back and purchase.

45

And since you don't have the other

products being promoted, the other

46

products that they looked at while they

were on the store, you're not doing any

47

remarketing on the products that they

ended up actually being interested in.

48

Okay.

49

Another reason is you could find that.

50

out of all your other products.

51

There's one that gets really good

cheap impulse clicks to the site.

52

And then from there, people are

upselling and buying your highest

53

margin best selling product, right?

54

because you don't know which product that

is, and you're not promoting that product.

55

You're just not getting enough traffic

to the site that can then be upsold

56

because people might not be searching

it in a high amount of people for that.

57

for your top five products.

58

Usually those tend to be highly

competitive products as well.

59

So this is a great strategy

for someone with a limited budget.

60

Let me just pause and say, even

though I'm using e commerce as an

61

example here, this same concept

would apply to a lead gen business.

62

Who's also limited by budget, right?

63

So let's say you have three services,

but one of them is the most profitable.

64

You would apply this same strategy.

65

So you're going to focus on that

service while also still promoting the

66

other two services with a lower budget

in a more restrictive way to make

67

sure that the performance is there.

68

let me minimize my face and I'll

show you guys in around the account.

69

this is a success story basically

because we took over the account and

70

we're immediately seeing increases.

71

we Love it when that happens.

72

So here you can see this square

says starter PPC takes over

73

management the week of July 27th.

74

We have return on ad spend in blue and

we have cost in red and you can see

75

the cost didn't really change much.

76

I'm gonna compare date ranges in a second

so you can see exactly how much the

77

cost changed, how much the ROAS changed.

78

But the ROAS went way up.

79

Okay, now how do we do this?

80

Let's take a look.

81

We took over management on July 26th.

82

So I'm going to go July 26th until,

let's do yesterday, whole days, and

83

then we'll compare it to the previous

period of equal amounts of days.

84

Okay, compared to not.

85

Stick.

86

Let's try again.

87

So first of all, we can

see cost went up only 6%.

88

So basically cost stayed the same.

89

I always start by looking at

costs because when you change

90

the spend that has the biggest

influence on the performance of the

91

ads than anything else you could do.

92

That and like seasonality or like

major website redesigns, right?

93

Those are like usually.

94

Those will affect the performance

more than any change we could

95

make, like adding a new campaign

or adjusting the bid strategy.

96

So cost and change, which is good.

97

It makes it a little

easier for us to look at.

98

roas as I mentioned, went up

83% went up from 2 48 to 2 55.

99

And by the way, in case you guys

are wondering, this is an e-commerce

100

business that sells B2C products.

101

let's see, have an average

order value of about.

102

Hi there.

103

Quick interruption.

104

Do you know the main thing that

prevents small business owners from

105

getting their Google ads account

into a position to grow and scale?

106

Budget.

107

A lot of businesses, especially

those that are just starting

108

out, have limited budgets.

109

And so because of this, they're turned

away by most ad agencies because most ad

110

agencies have minimum budget thresholds

that they're willing to work with.

111

So what happens is the business owners

end up learning Google ads themselves.

112

And the problem with that is

that most of the advice online is

113

geared towards larger accounts.

114

And the advice doesn't have any of those

strategies or tricks that can kickstart

115

the algorithm into giving a small

account a leg up over larger competitors.

116

So it often just doesn't work.

117

And the business just ends up

losing money month over month.

118

If this sounds familiar,

starter PPC can help.

119

We offer Google ads management services

that are designed for accounts that

120

have between 1000 and 5, 000 budgets.

121

Because all of our clients are just

starting out, we've come up with

122

ways to keep our management fees

significantly lower than most agencies.

123

Because we know that every dollar saved

on management fees just goes towards

124

the ad budget, which is going to help

the algorithm gather speed and power.

125

So if you're serious about growing your

business and you'd like a team of Google

126

ads experts to help you without breaking

the bank, check us out at starterpbc.

127

com.

128

Okay.

129

Back to the video.

130

188, 145.

131

Oh, interesting.

132

Average order value

went up 29 percent too.

133

Interesting.

134

I don't exactly know what caused

that, but we could theorize.

135

Let's come back to that.

136

Okay.

137

So this campaign here, this is

a full PMax campaign, which means

138

it's a performance max campaign

that has assets in it, right?

139

It has, we've given it all the ad copy.

140

We've given it as many images

that we can lifestyle images,

141

ideally not just product images.

142

Yes, it has the product feed

of course, except we've Oh, and

143

we've given it some videos too.

144

The thing about this campaign is

that it's a high margin products or

145

best selling products only campaign.

146

Now this was true, even when the

clients came to us, we actually

147

basically just took this campaign

over and renamed it in our name.

148

We didn't make too many changes to it.

149

Okay.

150

I think we added one or two products

based on feedback we got from the

151

client, but, we did not change too much.

152

We might've swapped out a few headlines

if we found some that our copywriters

153

wrote that we liked better, but

nothing that's going to cause nominal

154

changes, nothing that you can see.

155

nOw when the client came to us, they said,

we only want to promote these products.

156

These are the ones that

are most profitable for us.

157

And they knew their budget

was very restricted, right?

158

Let's see their monthly spend

their monthly budget is 4, 100.

159

Dollars.

160

U.

161

S.

162

Dollars.

163

We said to them what we would like to

experiment with is promoting all the

164

products except with a restrictive budget

on the non high margin non best sellers.

165

So what we did is we

set up a P max campaign.

166

That's feed only.

167

So this is essentially,

this is a campaign.

168

All it has is the product feed.

169

It's like a smart shopping campaign

because we haven't given it any Ad

170

copy, we haven't given it any images.

171

All it has is the images

from the feed, right?

172

So it can do shopping ads or it

can do display remarketing using the

173

shopping, using the product information

only like title and product image and

174

description, but it can't do much else.

175

And what we've done is

we've restricted it, right?

176

So 79 78 a day on the high margin

campaign, but still 30 a day on

177

the feed only campaign and What I

think is interesting is, so here

178

you can see, this campaign got

started this feed only all products.

179

Actually, I think this campaign

has all products except for

180

the high margin products.

181

So we basically split the products

into two different campaigns.

182

Feed only with restricted budget and

then so here we've started spending

183

money on the feed only campaign.

184

We actually spent a tiny bit less on

the full PMAX, but not a huge change

185

in budget, only 9 percent less.

186

And that was just to make room

for some of the other campaigns.

187

And here's what I find interesting is.

188

Not only is the feed only campaign

bringing in a 400 percent return almost,

189

which is crazy high, you guys, but

usually that happens when you have a

190

very restricted budget on a bunch of

products, what happens is the algorithm

191

finds it to be very easy to just scoop

up the bottom of the barrel and get

192

some conversions and get a high return.

193

It does not mean.

194

You should increase the budget

in that campaign, right?

195

You can try incrementally increasing

it, but just because it's getting a

196

high return doesn't mean it's going

to continue getting a high return.

197

When you start to increase, we

start throwing budget at it.

198

I would recommend no more than a 20

percent month over month increase on

199

this campaign, as well as all campaigns.

200

okAy, here's the part

where I find interesting.

201

I keep coming back to this, the P

max High margin bestsellers campaign.

202

performance here went up, right?

203

So ROAS went up by 50

percent in this campaign.

204

Why is this?

205

It's because they feed

off of each other, right?

206

So this campaign now has

207

users on the website viewing

the bestselling products.

208

Even though the people that clicked

on ads to get there, many of them

209

were looking at other products,

maybe lower priced products,

210

less competitive products, right?

211

Products in the all the, in the

ads that we don't really want to

212

be pushing, but we want to use

it to bring people to the site.

213

I hope I'm making sense.

214

So you have to look at the account

holistically because campaigns, they

215

do interact with each other, right?

216

what do you mean?

217

Don't even get me started on brand because

we added a brand campaign, which is

218

helping as well because of attribution

and if anything, this campaign is taking

219

attribution away from the other campaigns.

220

Actually, I think if this brand campaign

didn't exist, then the performance on

221

this campaign would be even higher than

50 percent increase, because it's probably

222

that the algorithms now attributing some

of the conversions to brand if the last.

223

Click that came through was someone

searching for the business name,

224

even though they interacted with a

PMAX campaign, a product ad first.

225

I'm curious see something.

226

just as I suspected you guys.

227

Okay.

228

So cost per click on the all

products campaign is only a dollar.

229

Whereas in the high margin best

selling campaign, it's a 1.

230

45.

231

That is a lot of money

compared to a dollar, right?

232

That's closer to double than anything.

233

this kind of confirms my suspicion

that this campaign is doing a great job.

234

Of getting some people that think

they want to lower price products.

235

They come to the site.

236

They start looking around and those best

selling products are sitting right there.

237

Right now.

238

We can remarket to them in the

full P max with the high margin

239

products that they just looked at.

240

Try to get them back in.

241

Let's see if the conversion

rate went up on that campaign.

242

Oh my gosh.

243

Curve conversion rate went up 227%.

244

So that's definitely what's happening.

245

, so 0.6% conversion rate up

to a 2.02 conversion rate.

246

And again, it's from this campaign

feeding cheap leads that can then

247

be upsold into this campaign.

248

So don't underestimate the power of.

249

Yes, focusing on your high margin

campaigns, but still letting the

250

rest of your store be promoted.

251

And have remarketing going for all

products, you guys, because if someone

252

views a product, you definitely want

to show them that product and have

253

it follow them around the internet.

254

It will increase the conversion

rate like crazy, like we just saw

255

and average order value, which I

mentioned earlier in the video, went

256

up 8 percent on the existing full P

max high margin bestsellers campaign.

257

Why?

258

Because of those that

upsell opportunity, right?

259

It's because people are coming in looking

for the product that they thought they

260

wanted to buy being upsold to another

product, which, looks like oftentimes

261

it is those best selling products.

262

So lesson learned don't

restrict your ads.

263

Even though you do still want to

focus on your favorite products

264

when your budget is limited.

265

Now, someday if you have a hundred

thousand dollars a month, 200, 000 a

266

month and your budget, you can just go

hard on all the products and you don't

267

have to worry about splitting campaigns

or focusing on one over the other because

268

the algorithm is just going to figure

out what's, what works at that velocity.

269

Everything's easy.

270

It's when you have smaller budgets

that things are hard and you have

271

to come up with secret hacks and

workarounds to try to get the algorithm

272

to do what you want it to do because

it just doesn't have the data that

273

it needs to make decisions for you.

274

That's that.

275

Thanks for watching.

276

I hope this has been informative.

277

If you liked the video, don't

forget to hit and subscribe

278

and I'll talk to you later.