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General Account Build SOP for eCommerce
9th December 2022 • The Google Ads Podcast • Solutions 8
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Access the General Account Build Standard Operating Procedure (SOP) for eCommerce here: https://miro.com/app/board/uXjVPYfAovg=/

As Performance Max “takes over” Google Ads, it doesn’t necessarily mean you should only run PMax campaigns. There are other campaigns that might be well-suited for your business.

That’s why John and our Google Ads strategists created a general account build SOP for eCommerce with the following goals:

- To keep PMax at or below 20% of the monthly account ad spend

- To build other areas or campaigns that can help maximize the Google Ads account’s success

In building the SOP for eCommerce, they looked into the campaign risks due to the influence of omnichannel, as well as other key considerations to take into account.


And in this episode, John reveals the SOP and walks you through how to use it so you can start your Google Ads account for eCommerce the right way.


Related videos:

💣 Google Ads UPDATE: Run Ads on YouTube Shorts: https://youtu.be/AQx7sq7-rzI

🧲 Audience Targeting for YouTube Ads & Linking YouTube to Google Ads: https://youtu.be/Qprks894w2Y

📜 Free Download: The Performance Max Standard Operating Procedure: https://youtu.be/1I-DYGB9E_c



0:00 Intro

0:39 General Account Build SOP for eCommerce

4:54 The risks of omnichannel

10:53 Running Branded Search campaigns

15:55 Should you still add dynamic remarketing campaigns with PMax?

18:53 Want to work with the best Google Ads agency on the planet?

22:45 Example for using the general account build SOP for eCommerce



Catch Kasim and John LIVE every Friday at 1 PM PT as they answer everything you want to know about Google Ads.

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This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/


🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3): https://youtu.be/oXoFn7dUvL8

https://youtu.be/_mOv9_qrtpg

https://youtu.be/syadgcDVntU


Want to learn more about Google Ads Performance Max? Here's the link to all our PMax guide videos:

https://youtube.com/playlist?list=PLp...


🧐 Do You Have What It Takes to Be John Moran’s Right Hand? If So, We Need Your HELP! https://youtu.be/4Kcf-IHVbAw


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Apply here: https://sol8.com/apply/


💯The Ultimate Guide to Google Ads for Lead Generation:

https://sol8.com/google-ads-lead-gene...

🛒 Everything you need to know about Google Ads for eCommerce:

https://sol8.com/google-ads-for-ecomm...

🧲 The only guide you’ll ever need for Google Ads for YouTube:

https://sol8.com/google-ads-for-youtube/


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Transcripts

John:

What is gonna help us become even a better expert at Pax is knowing how

John:

and where to use Pax alongside of a hierarchy, in the structure of Google Ads.

John:

PAX is still very valuable.

John:

This isn't a pull back.

John:

It's in addition to, so this is an area that we get to kind of.

John:

Use in order to build out a new type of campaign structure for an account

John:

based on what's exactly happening.

John:

This is something that I think that we should be including in each one

John:

of our new e-commerce campaign, internal meeting structures.

John:

You can actually use this model here to build a brand, but we'll talk about kind

John:

of brand building techniques next week.

John:

This I think is something that is, very important and is going to give us a

John:

templatized structure to how we should be building out the eCommerce campaigns, I

John:

guess I should say, eCommerce accounts.

John:

on the screen this is you'll see a.

John:

Kind of a structure and this is a template.

John:

And what this template is designed to do is to A, keep performance max at or below

John:

20% of the overall total ad spend for the account monthly, but also build in

John:

other areas that we are going to be able to maximize the success and specifically

John:

scaling areas that we need to scale.

John:

Performance Max is a moving target.

John:

Performance Max will go off on its own and do whatever it would like at its own

John:

whim, whether that be branded traffic or too much return traffic , or vice versa.

John:

Now, the complete opposite is also possible.

John:

We've seen performance max scale up really well between, , having only

John:

three asset groups are 90 asset groups.

John:

Every single scenario.

John:

That Caden and I can come up with.

John:

we have reasons to why it's good and reasons to why it's bad.

John:

in our attempt in order to identify what is the kind of perfect starting

John:

structure for e-commerce campaigns.

John:

And I say e-commerce cuz I think that right now about 70% or possibly

John:

more of Our clients are e-commerce.

John:

And so I think that we're kind of becoming known as the e-commerce slash PAX agency.

John:

while that's still something I wanna write on that coattails, I still wanna

John:

maintain being the expert at pax.

John:

I think what is gonna help us become even a better expert at Pax is knowing

John:

how and where to use Pax alongside of A hierarchy in the structure of Google Ads.

John:

So Pmax is still very valuable.

John:

This isn't a pull back, it's in addition to so if we had a Pmax campaign that we

John:

just said, Hey, we're gonna wanna run Pmax, we wanna build all these assets,

John:

we wanna have this good stuff, good.

John:

Keep that still, , viable and keep that strategy there.

John:

We might have an account that already has Pmax that's working

John:

really well and we've taken it over.

John:

These are some other ways to think about grow.

John:

The overall account in the right direction and the right direction

John:

could be, we need a whole bunch more branded search or we need a whole

John:

bunch more top of funnel cold traffic.

John:

There is new campaign types such as YouTube shorts that we talked about,

John:

how you can actually take a conversion based bidding strategy, a true for

John:

action, which is leads our sales and put it onto a YouTube campaign that

John:

is only shown to mobile users with a vertically placed video asset.

John:

And that is now another.

John:

Type of area that, we're testing right now to see if we can have some

John:

really good results come from it.

John:

there's ways for us to move the needle in the right direction,

John:

even alongside of Performance Max.

John:

And will Performance Max steal that, campaigns, , work perhaps will Pmax

John:

keep its budget low enough that we can actually have both of those running

John:

together and scale alongside of each.

John:

Perhaps every scenario is true.

John:

And that's what we've come to find out is that as we pull together our experiences,

John:

we find out that what worked for one client does not work for the other client.

John:

So this is an area that we get to kind of.

John:

Use in order to build out a new type of campaign structure for an account

John:

based on what's exactly happening.

John:

This template will give us a good place to build off of.

John:

This is something that I think that we should be including in each one

John:

of our new e-commerce campaign, internal meeting structures.

John:

we go over the scenario of the client and we go after, and we'll actually

John:

start to build out the legends here.

John:

You'll see risk, high risk, omni.

John:

Well, PAX is a high risk of omnichannel.

John:

It will live and die by the amount of good or bad and volume of

John:

traffic from other outside sources.

John:

here's the thing that we'll look at is where's our risks?

John:

And this is something that really has not been talked about before.

John:

The risks of omnichannel is going to become more and more, and.

John:

Prevalent in the higher up of the funnel we go or higher up the, client's, I guess.

John:

Ad spend and, popularity and size we go.

John:

If you have one client that's spending five grand a month and they're

John:

only on Google, there is no risk.

John:

Everything's green.

John:

Everything is because of us.

John:

We are the only thing driving traffic and the only thing working because we are,

John:

the only thing with the client spending a hundred thousand dollars a month on.

John:

Doing, , mailers essentially postcard, mailers or na traffic's flowing in, and

John:

then has a thousand different skews and outside influencers also driving traffic.

John:

All of those things that take into consideration how

John:

outside sources screw us up.

John:

They all point to automated targeting, or too much emphasis on remarketing.

John:

Now what that means is that if you do have a lot of outside traffic from,

John:

let's say Facebook, you have let's say a hundred thousand users per

John:

month coming from Facebook clicks.

John:

If that traffic is very good quality and they are converting your full

John:

build pmx campaign is gonna look heavy brand, but also have really good Ro.

John:

It's gonna show really good cold traffic as well.

John:

that's a factor.

John:

We will see a mix of those three.

John:

Well, you have good performance and good Facebook presence.

John:

So naturally people are not just gonna wait to see a Facebook

John:

ad when they're ready to buy.

John:

They're going to Google the brand name.

John:

And if our brand campaign isn't spending enough to capture what

John:

a hundred percent of the traffic, they naturally flow into Pax.

John:

Now, the exact opposite though is if you have a hundred thousand users coming from

John:

Facebook that are terrible, you're going to see less branded search inside of pax.

John:

But you're going to see more dynamic remarketing in Pax, and

John:

the dynamic marketing is going to fail or war to perform poorly.

John:

Because you have your dynamic remarketing, your marketing

John:

uninterested traffic primarily first, because those are website visitors.

John:

Those are quote unquote lowest in the funnel.

John:

It's gonna spend a good amount of ad spend there.

John:

If the people are engaged, like clicking, but not buying, that's where that

John:

ad spends going to stick for months.

John:

So that's a very high risk omnichannel, high volume coming in.

John:

Good or bad performance could be 60.

John:

The activity is at a performance max, a full build PAX campaign.

John:

Even if you don't target warm traffic, it'll still dynamically remark the

John:

traffic and then depending upon the size of the traffic versus the size

John:

of cold traffic, it is going to remark those users too much or it's gonna go

John:

off on its own, which would be good.

John:

The way that Performance Max can be good though.

John:

And when we say high risk, I guess maybe not necessarily risk, but should we call

John:

like most influenced by Omni channel?

John:

Because you can actually have really good performance.

John:

We have campaigns that have really good performance on Facebook, and our

John:

full Bill Pmx also does really well.

John:

because it has good performance on its own, plus good

John:

remarketing of that channel.

John:

So now it's a one plus one.

John:

We're dynamically marketing outside sources and getting a conversions,

John:

and we're finding new cold traffic on our own and getting good, conversions.

John:

There's a fairly similar scenario that plays into where if Facebook

John:

traffic is good, meaning high volume and high converting.

John:

If Facebook's traffic's good, we rarely see performance Max not perform.

John:

It's rare.

John:

So it happens for sure.

John:

, it does absolutely happen that it's just a better audience.

John:

on Facebook.

John:

It's more top of funnel.

John:

When people find out about the brand and have run a certain sale, there's

John:

not returning that are finding them.

John:

They can control the audience as well, so, Performance Max cannot mimic that as well.

John:

So when we say, Hey, it's performing well on Facebook and Performance Max

John:

doesn't perform well, this is a really good scenario here as an example, to

John:

keep Pax 20% of the budget and try to mimic what they're doing on Facebook.

John:

Our YouTube top of funnel, very Facebook esque or YouTube shorts, very Facebook and

John:

Instagram esque, extensive dsa, not it's.

John:

Inbound search, it's inbound, and standard shopping is inbound, so this is our

John:

controlled destiny by going outbound and our controlled destiny by going inbound.

John:

Pmax is the variable that's going to be affected by Facebook, good or bad.

John:

that's true.

John:

Limit the amount of positive or negative effects on Performance Max from those

John:

omni channels simply by reducing the overall spend of that channel.

John:

You have a 500% Roaz campaign that could shut off their Facebook

John:

campaign, PMAX could die, and we should go down to 400% roaz.

John:

That's the theory.

John:

We don't wanna have Facebook say, oh, we, we paused or reduced Facebook.

John:

Why isn't Google performing?

John:

Well?

John:

It was actually just doing nothing but mimicking 60% of the YouTube traffic and

John:

not targeting 60% of YouTube traffic.

John:

So now we're dead as well and the client can no longer choose us over

John:

Facebook or give more money to us over Facebook, cuz we need that.

John:

That's a dangerous position to be in as a Google as agency.

John:

So the full build Pax is going to be very susceptible to omni channel.

John:

Traffic brand is search.

John:

Same thing.

John:

Brand is search.

John:

You can make two cases.

John:

Was it us that spawned the user or was it Facebook that spawned

John:

the user out of a hundred times?

John:

The answer is yes and no.

John:

, no one knows.

John:

Do they see three YouTube shorts, then a face, and I click on a Facebook gad.

John:

Well, who won?

John:

No one.

John:

It takes an average of 30 point like eight times, or 32 or 36 times,

John:

whatever it is now, it's, it's over 30 impressions for a person to convert.

John:

I wanna give everyone a question, and I don't need to drop this in the chat

John:

because it's kind of stupid, because the question's kind of unanswerable,

John:

but it's a very, very, very, very, very good way of thinking about this.

John:

Who knows the amount of ads they've seen today or heard.

John:

On the radio, on tv, on Facebook, on YouTube.

John:

How many ads have you seen today?

John:

Does anybody know the number for them specifically?

John:

Like, yeah, I saw 264 ads today.

John:

Does anybody know that number?

John:

No one does.

John:

Does everyone remember 15% of those ads?

John:

No one does.

John:

You can't remember if you saw 200, the average person sees 3000 ads a day just.

John:

Whether it's driving down the street, listening to the radio, seeing a

John:

billboard, seeing a special on the Dairy Queen sign, when you drive by

John:

two point blizzards, no one remembers the amount of ads that they've seen.

John:

So when you say, well, who won on I on branded search, it's impossible.

John:

Impossible to know.

John:

It's not gonna be possible.

John:

No attribution tool in the world will be able to figure it out.

John:

Period.

John:

You have word of mouth in there that just throws all the metrics off the too.

John:

So knowing that branded search is really most risky on omni channel, was

John:

it us that spa, that conversion there?

John:

Yes.

John:

Was it Facebook?

John:

Yes.

John:

But if it's 10% of our brand name, where do those conversions have to come in from?

John:

They have to come into, back into these campaigns here.

John:

The attribution model says, well, your brand campaign stopped running, and

John:

the person went to said organically and directly and convert where they come from.

John:

It came from inbound search.

John:

Perfect.

John:

We're given that attribution back to the original channels because these

John:

are not line share spend campaigns in the account enough so that it

John:

throws off all the attribution.

John:

YouTube remarketing.

John:

Same thing as p a p Max does.

John:

What Google States is 60% of the YouTube activity inside a performance

John:

max is to a marketed audience.

John:

Omni channel.

John:

does that mean that 60% of my marketing could be half of that, or three

John:

quarters of that could be Facebook?

John:

Yeah.

John:

How's the traffic?

John:

Find out your Google Ads account.

John:

. Facebook stopped tracking after a one day view and seven day click on day

John:

12, but you spent the money and failed.

John:

Facebook still looks like it didn't change.

John:

So YouTube remarketing is going to be heavy dependent upon omnichannel

John:

as well, that example that I just gave does not have a large amount

John:

of budget to YouTube remarketing.

John:

I do want it, I don't want it to be a large enough budget that's gonna drop roaz

John:

or live and die by omnichannel, but I do want it for the benefit of my campaign.

John:

Especially now with the new click and view attribution.

John:

If you're using data driven and someone searches the brand name after

John:

engaging in a YouTube or marketing ad, we'll see those, conversions be

John:

given to back to also search campaign.

John:

So there's some things that we can identify to say, yes, this did work.

John:

We're not spending enough or not spending too much.

John:

I spend, let's say $25 a day and I'm getting 10,000 people a day

John:

impressed in 2000 views and 27.

John:

Cheap enough.

John:

, a dollar cost per click cheap enough to make sure a worthwhile, it's wide reaching

John:

and it's doing a very large amount of impressions on people and views, but

John:

not enough to campaign performance, but enough to overall raise the account.

John:

The overall company's mer, be the efficiency ratio.

John:

I'll cash it all cash out.

John:

it's a cog of the wheel.

John:

Any questions about these three here and how they're influenced by omnichannel?

John:

. I was just wondering should we add like dynamic display re marketing or other

John:

types of remarketing to this list?

John:

like, if we're gonna use it to kind of like decide upon the budget allocation

John:

for account builds , I don't know, maybe I'm overthinking it, but should we have

John:

like a bunch of campaigns, like anything we could possibly wanna run or I guess

John:

we could just customize it as we go.

John:

you can pax sense it does do a lot of remarketing, but it doesn't do

John:

a lot of remarketing on YouTube.

John:

And that's the thing, if everyone looks at their views, they multiply it by

John:

the cost per view and they look at it from the total spend and that timeline.

John:

A lot of times it's like, I spent $512, spent six bucks on YouTube, the.

John:

Marketing though is still a really heavy area inside of Performance Max.

John:

this is something I can't answer until we have an exact same scenario.

John:

That's the purpose of this exercise is should we have display marketing?

John:

Well, I'll give you a great, great example.

John:

Here's the area that I think we'd have to look at.

John:

It's not gonna be exact, but it's an indicator.

John:

We can test it, but we wanna test it.

John:

And again, in a silo, five or 10% of the overall account, not too much because we

John:

may not see the effects of remarketing.

John:

If people see, keep seeing, and a seeing and a seeing, and Google

John:

the brand name, we can't tell.

John:

We have to look at overall performance after I added that, that things

John:

get better or worse globally.

John:

So check this out.

John:

In the last seven days, I have one Pmax campaign running.

John:

Nothing, no assets.

John:

It's pure, it's just speed only.

John:

I spent 450 bucks.

John:

I made 12 or 11,000 for 2,400 roaz, and in this campaign here, The $450

John:

made 34 conversions by conversion time and conversions by click, which we'll

John:

have to know is I think it's a 30.

John:

Yeah, 20.

John:

So let's call this 30.

John:

Now, inside of the listing groups in the last seven days,

John:

there is sorting by convers.

John:

30, matching up perfectly.

John:

Like yes, all products.

John:

This is not on, but this is just negative.

John:

All products, 29.72, exact one to one, and the insights tab,

John:

my search categories equal.

John:

This is not a glitch.

John:

I'm interrupting the video you're watching because I need to remind

John:

you that I'm always looking for people to join our team.

John:

So if you're passionate about Google Ads and you wanna work with the best

John:

Google Ads agency on the planet, please go to so late.com/apply.

John:

Speaking of working with the best Google Ads agency on the planet, if you're having

John:

trouble with Google Ads and you want professional help, that's what we do.

John:

You can go to so lake.com, that's s o l eight.com to apply for your

John:

free, no obligation action plan.

John:

And if I've.

John:

Any level of value at all, maybe think about giving me a thumbs

John:

up and subscribe your channel.

John:

That's how we juice the YouTube algorithm so they actually know

John:

that I know what I'm talking about.

John:

If you have questions, comments, concerns, or confessions,

John:

hit me below in the comments.

John:

And now back to your regularly scheduled program,

John:

about 30 as well.

John:

So how am I getting search categories saying I have

John:

conversions and I'm also getting.

John:

Listing groups, which is my shopping ads also has 30 conversions.

John:

I don't have 60 conversions, I have 30.

John:

But this search category is telling us that the people that typed it,

John:

Skyway luggage, 28 inch, clicked on a shopping ad and converted, cuz

John:

I did sell one of those products.

John:

So this is not DSA only, this is all inbound search.

John:

Regardless that they came in on shopping or on, on, on search

John:

ads, there's both in there.

John:

They, they both do exist.

John:

So now what does this mean?

John:

if I was spending $66 a day and I'm getting extremely cheap cost per

John:

conversions, and I know that these products here, like Samsonite, travel

John:

Pro and Skyway and Delsi, I can spend $30,000 a day of this easy.

John:

So, because I'm spending $66 a day, how much of that $66 a day is

John:

avoiding that massive amount of inbound search and doing dynamic remarketing?

John:

Very, very, very little, if any at all.

John:

Probably none my days to conversion.

John:

When you look at how soon after they click do they buy out of 34 sales, I

John:

have 28 of 'em coming in than a day.

John:

That pretty much means one click, one sale.

John:

Is there a lot of dynamic marketing coming in here?

John:

No.

John:

The dynamic marketing would take 2, 3, 4, 5 days and I would see

John:

probably 15 or 16 or maybe 20 out of 34 coming in less than one day.

John:

Dynamic marketing would bring them back.

John:

This is a one search, one click, one sale account.

John:

Do you wanna put on dynamic marketing?

John:

Maybe?

John:

Yeah.

John:

honestly, this one could be good.

John:

Why I don't see dynamic of marketing working in this account.

John:

But is it more expensive than the flip side?

John:

Is if I do launch display remarketing, is my cost per conversion cheaper

John:

than 15 bucks on that campaign?

John:

If not, I'm hurting my overall account as in cpa, unless it increases the

John:

conversion rate on this campaign somehow.

John:

. Yeah.

John:

And that's where we have to look at mer Exactly.

John:

Mer all cash in 4 54, all cash out.

John:

11.

John:

I don't care what the role is, is if everything looks to be better

John:

because it misattributed it.

John:

Yeah.

John:

then if I see a $30 conversion on re marketing, but 15 goes down

John:

to 10 and overall of actually $14 and 29 cents, we win.

John:

And that's what I'm saying is these they can't be applied unless we

John:

apply a specific situation For sure.

John:

Makes sense.

John:

Well I was really interested to hear your answers, so I didn't interrupt you sooner,

John:

but I wasn't, in the beginning, I wasn't asking should we run dynamic or marketing.

John:

Although that's good to know.

John:

I was wondering, like for this thing, we're gonna start

John:

using like the so p thing.

John:

I guess if we start using this do we customize which campaigns we're running?

John:

Like how do you see the, company using this?

John:

Yep.

John:

So we have to, and that's what I'm saying is in the internal strategy,

John:

this is what we have to go through.

John:

This is the exercise every single time.

John:

If the client says, Hey, don't, no competitor traffic, absolutely not.

John:

Bad idea.

John:

And I put that in Thethi.

John:

Okay, well that's, we just delete it.

John:

Perfect.

John:

Now what about YouTube?

John:

Top on, I don't have any videos yet.

John:

I'm working on them.

John:

I will sue.

John:

Okay, well that's zero.

John:

and then now we look at, okay, so what type of Facebook traffic?

John:

It's like $300 a day or it's $300 a month, and what's our brand?

John:

What's our Aspen in Google?

John:

Like five.

John:

All right.

John:

Yeah.

John:

This actually now can really kind of run on its own.

John:

We deserve the full 20% that it's going to get.

John:

Now if nothing else is coming in, because it's only Pmx traffic, and there is

John:

five of his competitors bidding or hair competitors bidding on their account.

John:

Maybe this goes up to 10, because we're gonna be driving a lot of nice

John:

new cold traffic just on our own, and I wanna keep branded out of it.

John:

So again, we have to strategize this YouTube marketing.

John:

we don't have any videos.

John:

Okay.

John:

Can't do that one.

John:

Extensive dsa.

John:

I won't leave it up to Pax to do this.

John:

So I'm gonna put extensive DSA and inbound search if this is, , let's say non

John:

shopping and I might make this here, or I might make the standard shopping, let's.

John:

30%.

John:

So I got 30, 40, 50, 60, 70, 80, 90, a hundred.

John:

this is a hundred dollars here.

John:

And because we don't have any video, I'm gonna lean on Pmax defined

John:

display and discover YouTube and gsp.

John:

I don't wanna necessarily do those in case we don't have enough budget.

John:

It is e-commerce.

John:

The company is doing well, so I'm gonna try standard shopping cuz I control

John:

the c I control the As I control a new customer versus returning customer.

John:

And I also could do that in search.

John:

So again, bad idea to just like do it that fast, but that's how this should work is

John:

how is this is current business doing.

John:

What's his ltb?

John:

What's his roaz?

John:

And if we find out, this says, yeah, my roaz actually I need 400%.

John:

Like I can't go below 300%.

John:

My products are $500 each.

John:

So it's the easy AOV to get.

John:

Well, we know that DSA and inbound are probably gonna be a more expensive

John:

cost per click that shopping.

John:

So maybe we actually bring these things down to 15 and then we start doing

John:

YouTuber marketing with our own videos.

John:

It's gonna be wider reaching and it's gonna be cheaper.

John:

So all that is, we said that's how it should be used.

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