Shownotes
In this episode from our internal training, John Moran examines a Google Ads account struggling with low sales volume. The business sells luxury jewelry in a competitive market. Listen John in action as he analyzes the account and suggests future strategies to improve lead volume and sales.
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0:00 Intro
0:23 Google Ads Problem: Low Sales Volume of Luxury Products
4:22 Pushing high AOV products
9:30 Analyzing social media presence and competition
12:17 Traffic platform evaluation and future strategy
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Transcripts
Just two things.
2
:If we, if we look inside of Google
and says it doesn't look like it's
3
:working, we haven't looked everywhere.
4
:We have to look everywhere.
5
:And we also have to talk
to our client about that.
6
:We have to say, are these people emailing
you that what kind of conversations are
7
:they having inside of the backend of
their Shopify that we don't know about?
8
:Hey John, One of the issues we've
always been facing is that we're in this
9
:really competitive jewelry market where
their products are like 500 to 1, 000.
10
:But then if it's gold jewelry,
there's products that are
11
:like 50, a hundred dollars.
12
:And I find that we're not able
to really differentiate it.
13
:And we're falling into
that same category as them.
14
:And we don't have that same
budget to compete against them in
15
:the standard shopping campaign.
16
:So how do you think we
should, work on that?
17
:What did you say, they
have low AOV products?
18
:our products are like 500 minimum.
19
:Whereas everyone else competing in
that same realm, when our products
20
:show up, they're 50 to a hundred
dollars sometimes, depending on who
21
:our competitor is that shows up.
22
:Yeah, I would definitely be
focusing on higher AOV products.
23
:so I'm not saying, dump in the Patek for
170, but if I was to look at a price.
24
:That's over, 3, 000 as an example, or
just say, to 999 and there's 748 products
25
:that have a price over 3000 and we're
getting no clicks on any of these.
26
:do we want to do the 200 plus
500 plus 300 plus 200 plus this?
27
:Or is there a way for us to
test, more than, Maybe 500 clicks
28
:on the higher price products,
29
:but more aspen to a higher AOV when
you're getting it up to the 5, K.
30
:you're in the car.
31
:T.
32
:A.
33
:You're obviously in Rolex.
34
:You're in a more luxurious buyer.
35
:Oh, there's Cartier you're in the more
well known people aren't looking at.
36
:Can I get Cartier for 250 or 400 bucks?
37
:obviously same thing with Rolex
performance max, in my opinion,
38
:and Rolex is not going to work.
39
:performance max, in my opinion, for
this campaign really doesn't work.
40
:We've seen that with pendants, you
push pendants, they get pendant sales.
41
:And that's the only thing
that's selling is because,
42
:within we're spending money on.
43
:So I think that in this area here,
I'd try to move into more of a.
44
:Potentially even brand name spend.
45
:What are we spending on
Rolex standard shopping?
46
:200 a day.
47
:What are we spending on
Cartier in standard shopping?
48
:200 a day.
49
:I think we need to diversify a larger AOV.
50
:and that's something that we actually
saw where year over year, it's getting
51
:better, from a, not from an order.
52
:Our orders stay the same, but
we're 55 percent up because we
53
:started push higher AOV products.
54
:Now this one was being pushed more
socially, which is fine, but that's the
55
:thing too, is that could we make the same
amount of sales, but increase the aspen
56
:what's funny is this whole thing actually
moved because of this, this is the
57
:item that's selling is a 4, 000 throne.
58
:And it's yeah, it works.
59
:would say Cartier 000 hammock throne.
60
:this is just crazy.
61
:any who.
62
:could we start to break out of
the onesie Tuesday, two 5, 500
63
:and push into higher AOV products?
64
:think we tried standard shopping Rolex
campaign We tested that in:
65
:The struggle is that, we don't really
get enough volume of sales for even
66
:like weeks and sometime months goes by.
67
:So then we have to make a decision,
like we have a limited budget here,
68
:so where we can allocate that budget.
69
:Is it this one here?
70
:Yes.
71
:this one was showing July 2023.
72
:Is that what you're thinking?
73
:I think we were also running one.
74
:I don't know if, this was
enough and I don't know if that
75
:was even a good enough, CPC.
76
:We are running a search campaign
for Rolex and it's getting really
77
:good relevant search terms, but.
78
:We haven't seen any
Rolex seats coming in.
79
:We just saw a Rolex here this week.
80
:Yep.
81
:It was on Saturday.
82
:Facebook paid, but that's the first visit.
83
:High risk of fraud.
84
:Also, that one says fraud.
85
:So this likely is not going to come.
86
:Go through as an order.
87
:I see this as being, Oh, okay.
88
:what that means is just that the email
isn't found with their Shopify checks.
89
:But that'd be the thing is I
would, shopping usually does
90
:better than search just because
you can show a price of a product.
91
:if someone's looking for a Rolex
watch, and Rolexes are actually in
92
:high demand right now because they are
six months out for the Submariners.
93
:it's hot Swiss watch Omni,
authentic watches there's a
94
:big demand for Rolex right now.
95
:they're priced fairly competitively
depending upon which one they sold.
96
:that's a rose gold diamond.
97
:That's nice.
98
:maybe try standard shopping again, but
give it more than, maybe a week and a
99
:half and try to spend at least like one
to 200 a day, you have to ask the person,
100
:has there been more interest in Rolex?
101
:Because before someone just drops
10 G's on a credit card, sometimes
102
:they do need to call and that's
where those draft orders come in.
103
:so John, do you recommend we should
add contact number, phone number on
104
:every product page and keep a track
of those calls, maybe integrated
105
:with call tracking metrics?
106
:there's 300, 000 a year that come
in it's going to be outside of here.
107
:there's definitely a lot less traffic
than there used to be, which you
108
:can even see the correlation of.
109
:a downward trend, the orders are
the same, but the AOV is lower.
110
:yes.
111
:Instagram seems to be what they're pulling
back on I'd ask them why they're doing
112
:this here too, just as an FYI, because
that social proof is going to build more
113
:brand trust when people visit their site.
114
:that's one of the things that we've been
trying to work with them on they have
115
:a Facebook agency and the agency is, a
little difficult to communicate with.
116
:They go off on their own
tangent and do their own things.
117
:But the trust that you're talking
about, John, I think that's one of the
118
:issues with Is that they don't have that
organic social media and even people
119
:who have testimonials, I don't know
anything about the store, but I took
120
:a chance and I decided to buy this.
121
:So one of the things that I've been
trying to address with them is to
122
:tell them, Hey, you actually need to
build more of that organic, trust.
123
:Otherwise no one's going to buy the 5,
product that you're, telling them to do,
124
:I would drive home the fact that they're
competing against eBay and also Amazon.
125
:so what happens is Amazon is going
to start to eat more and more
126
:into their profit margin and into
their user base because Amazon now
127
:sells Rolex is right off Amazon.
128
:the competitive industry that
you're going up against is Amazon.
129
:Now, yes, you're not selling new.
130
:You have good quality
products, good quality prices.
131
:Yes.
132
:But to a person that's going to save,
three or four grand when they're dumping
133
:20 K and a watch, they don't care.
134
:They really don't.
135
:they've spent three grand to know
they can get it, authenticated
136
:tomorrow versus scammed online.
137
:So pricing when you're over the 5k
makes zero difference to these people.
138
:These are people that are making 500,
000 hours a year on one of their side
139
:gigs, like that's who buys Rolexes.
140
:The one guy that I know that just bought
a Rolex recently makes 2 million net
141
:profit, untaxable, and just credit card,
cash back because his dad spent so high.
142
:So the thing that we
have to look at too is.
143
:To set a bit of a stage for them, say, we
understand that we're pushing on Google.
144
:I do think we have a lot of work to do
inside of this, inside of that account.
145
:Just as an FYI, we really do.
146
:what's funny is we're, this is the only
reason why they're still in business
147
:right now is this one campaign.
148
:It really is.
149
:when you're looking at just the spend
level here, This is another slide that
150
:always is everybody that we talk about.
151
:We don't know what they're doing in meta.
152
:we can't see what their meta activity is.
153
:I would almost run through this with them
a bit by saying, Hey, we want to have our
154
:prospect and be 70 percent of the activity
or marketing needs to be at least 20.
155
:And then our acquisition
is at least, 10 right now.
156
:Majority of our efforts.
157
:If we just look at what I can see
right now is pretty much right here.
158
:and their meta is crashing
That's Instagram and.
159
:The Facebook and we have no idea if
Meta is doing anything over here.
160
:So we have a lot of work to do to
rebuild their brand, but because they
161
:are a reseller of fine jewelry, I think
we do need to diversify our ad spend.
162
:Not written, not pull back on pendants.
163
:don't ever touch this thing,
but start to push more standard
164
:shopping and categories do we have.
165
:Five more categories that we
can start to dip into and track.
166
:Are we actually getting leads and sales?
167
:And it's going to take a month
getting more diversified in our
168
:ad spend is something that's going
to be really important because
169
:we need to start to diversify.
170
:Our ad spend here.
171
:When you look at the last 30 days when
you look at net quantity descending,
172
:these are all things we're spending
money on, but this is also only the
173
:things that we're spending money on,
174
:what if we spent elsewhere
at higher, also AOVs.
175
:And don't throw the baby out
with the bathwater dip into it.
176
:Start a track.
177
:Hey, I'd like to start to diversify.
178
:even I'll drop this screenshot here
in the chat to say, Hey, here's
179
:a correlation we're spending on
pendants and we're spending on chains.
180
:We started chains.
181
:We're starting to see more chain sales.
182
:we have a Rolex campaign.
183
:we're seeing a Rolex sale.
184
:What we want to do is say, what
are we spending on that category?
185
:What are we making on the category?
186
:But look at it month over month.
187
:But also I need to know, are the people
calling, are people emailing in, what are
188
:people doing for these type of products?
189
:on a month to month basis.
190
:there's a company called architect
that I'm helping on the side, like an
191
:unpaid client and just seeing if it's
something that we can, get off the
192
:ground because I've wanted to test use
them as a test dummy for some tests
193
:and I didn't charge him anything.
194
:these are all the people that are
contacting him just every single day.
195
:it's insanity.
196
:So we need to know this to, these
people are like, okay, have a great day.
197
:thank you very much.
198
:You've been so helpful.
199
:he does have cancer.
200
:So it did take a diagnostic approach.
201
:It's about cancer treatment for dogs.
202
:So all those things that we
need to know, like we need to
203
:be involved in their business.
204
:so that we can say, if we start to spend
your harder money on these products,
205
:does it look like we're starting to
generate feeds that are going to be either
206
:purchased by you submitting a draft order,
or are we just completely falling flat?
207
:And we're spent 800 on earrings and no one
wants earrings before we look into price.
208
:Let's try something else.
209
:two things.
210
:if we look inside of Google and says
it doesn't look like it's working, We
211
:have to look everywhere and we also
have to talk to our client about that.
212
:We have to say, are these
people emailing you?
213
:That what kind of conversations
are they having inside of the back
214
:end of their Shopify that we don't
know about that we're starting that
215
:we're going to stop because Google
didn't say we should keep going.
