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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• 💣 Google Ads Lead Generation Problems...
🚀 Measuring Ad Success: Key Business Metrics Beyond CPA and ROAS:
• 🚀 Measuring Ad Success: Key Business ...
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.
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00:00:12,281 --> 00:00:15,281
If we, if we look inside of Google
and says it doesn't look like it's
3
00:00:15,281 --> 00:00:16,971
working, we haven't looked everywhere.
4
00:00:17,651 --> 00:00:18,801
We have to look everywhere.
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00:00:18,811 --> 00:00:20,481
And we also have to talk
to our client about that.
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00:00:20,745 --> 00:00:25,015
We have to say, are these people emailing
you that what kind of conversations are
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00:00:25,015 --> 00:00:30,024
they having inside of the backend of
their Shopify that we don't know about?
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00:00:32,905 --> 00:00:37,588
Hey John, One of the issues we've
always been facing is that we're in this
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00:00:37,588 --> 00:00:43,166
really competitive jewelry market where
their products are like 500 to 1, 000.
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But then if it's gold jewelry,
there's products that are
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00:00:46,074 --> 00:00:47,994
like 50, a hundred dollars.
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00:00:48,324 --> 00:00:51,244
And I find that we're not able
to really differentiate it.
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00:00:51,254 --> 00:00:53,847
And we're falling into
that same category as them.
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And we don't have that same
budget to compete against them in
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the standard shopping campaign.
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00:00:58,237 --> 00:01:00,837
So how do you think we
should, work on that?
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What did you say, they
have low AOV products?
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our products are like 500 minimum.
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Whereas everyone else competing in
that same realm, when our products
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show up, they're 50 to a hundred
dollars sometimes, depending on who
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our competitor is that shows up.
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00:01:13,322 --> 00:01:16,452
Yeah, I would definitely be
focusing on higher AOV products.
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00:01:16,508 --> 00:01:22,475
so I'm not saying, dump in the Patek for
170, but if I was to look at a price.
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That's over, 3, 000 as an example, or
just say, to 999 and there's 748 products
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that have a price over 3000 and we're
getting no clicks on any of these.
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do we want to do the 200 plus
500 plus 300 plus 200 plus this?
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Or is there a way for us to
test, more than, Maybe 500 clicks
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on the higher price products,
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but more aspen to a higher AOV when
you're getting it up to the 5, K.
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you're in the car.
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T.
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A.
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You're obviously in Rolex.
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You're in a more luxurious buyer.
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Oh, there's Cartier you're in the more
well known people aren't looking at.
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Can I get Cartier for 250 or 400 bucks?
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obviously same thing with Rolex
performance max, in my opinion,
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00:02:03,101 --> 00:02:04,311
and Rolex is not going to work.
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performance max, in my opinion, for
this campaign really doesn't work.
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00:02:07,121 --> 00:02:09,501
We've seen that with pendants, you
push pendants, they get pendant sales.
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And that's the only thing
that's selling is because,
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within we're spending money on.
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00:02:12,834 --> 00:02:16,936
So I think that in this area here,
I'd try to move into more of a.
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Potentially even brand name spend.
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What are we spending on
Rolex standard shopping?
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200 a day.
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00:02:21,404 --> 00:02:23,714
What are we spending on
Cartier in standard shopping?
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00:02:23,714 --> 00:02:24,464
200 a day.
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00:02:24,824 --> 00:02:26,394
I think we need to diversify a larger AOV.
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00:02:27,264 --> 00:02:31,216
and that's something that we actually
saw where year over year, it's getting
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better, from a, not from an order.
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Our orders stay the same, but
we're 55 percent up because we
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00:02:36,187 --> 00:02:37,466
started push higher AOV products.
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00:02:38,238 --> 00:02:42,137
Now this one was being pushed more
socially, which is fine, but that's the
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00:02:42,137 --> 00:02:45,697
thing too, is that could we make the same
amount of sales, but increase the aspen
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what's funny is this whole thing actually
moved because of this, this is the
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item that's selling is a 4, 000 throne.
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00:02:52,307 --> 00:02:53,737
And it's yeah, it works.
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would say Cartier 000 hammock throne.
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this is just crazy.
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any who.
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could we start to break out of
the onesie Tuesday, two 5, 500
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and push into higher AOV products?
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00:03:06,305 --> 00:03:11,785
think we tried standard shopping Rolex
campaign We tested that in 2022.
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00:03:11,948 --> 00:03:16,148
The struggle is that, we don't really
get enough volume of sales for even
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like weeks and sometime months goes by.
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00:03:18,568 --> 00:03:21,868
So then we have to make a decision,
like we have a limited budget here,
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00:03:21,868 --> 00:03:23,698
so where we can allocate that budget.
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00:03:23,748 --> 00:03:24,528
Is it this one here?
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00:03:24,601 --> 00:03:24,871
Yes.
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this one was showing July 2023.
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Is that what you're thinking?
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I think we were also running one.
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I don't know if, this was
enough and I don't know if that
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00:03:32,558 --> 00:03:34,888
was even a good enough, CPC.
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00:03:35,111 --> 00:03:38,824
We are running a search campaign
for Rolex and it's getting really
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good relevant search terms, but.
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00:03:40,614 --> 00:03:43,619
We haven't seen any
Rolex seats coming in.
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We just saw a Rolex here this week.
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00:03:44,938 --> 00:03:45,178
Yep.
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It was on Saturday.
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Facebook paid, but that's the first visit.
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High risk of fraud.
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Also, that one says fraud.
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So this likely is not going to come.
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Go through as an order.
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00:03:56,496 --> 00:03:58,396
I see this as being, Oh, okay.
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what that means is just that the email
isn't found with their Shopify checks.
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00:04:02,636 --> 00:04:05,676
But that'd be the thing is I
would, shopping usually does
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00:04:05,676 --> 00:04:08,601
better than search just because
you can show a price of a product.
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00:04:08,611 --> 00:04:12,156
if someone's looking for a Rolex
watch, and Rolexes are actually in
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00:04:12,156 --> 00:04:16,173
high demand right now because they are
six months out for the Submariners.
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00:04:16,539 --> 00:04:19,606
it's hot Swiss watch Omni,
authentic watches there's a
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00:04:19,606 --> 00:04:21,286
big demand for Rolex right now.
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they're priced fairly competitively
depending upon which one they sold.
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00:04:24,988 --> 00:04:26,074
that's a rose gold diamond.
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That's nice.
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maybe try standard shopping again, but
give it more than, maybe a week and a
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half and try to spend at least like one
to 200 a day, you have to ask the person,
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00:04:34,582 --> 00:04:35,903
has there been more interest in Rolex?
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00:04:36,123 --> 00:04:39,653
Because before someone just drops
10 G's on a credit card, sometimes
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00:04:39,653 --> 00:04:41,973
they do need to call and that's
where those draft orders come in.
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00:04:42,027 --> 00:04:45,293
so John, do you recommend we should
add contact number, phone number on
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every product page and keep a track
of those calls, maybe integrated
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with call tracking metrics?
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00:04:50,756 --> 00:04:53,999
there's 300, 000 a year that come
in it's going to be outside of here.
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there's definitely a lot less traffic
than there used to be, which you
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can even see the correlation of.
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a downward trend, the orders are
the same, but the AOV is lower.
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00:05:02,112 --> 00:05:02,472
yes.
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00:05:02,725 --> 00:05:06,843
Instagram seems to be what they're pulling
back on I'd ask them why they're doing
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00:05:06,843 --> 00:05:10,776
this here too, just as an FYI, because
that social proof is going to build more
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00:05:10,776 --> 00:05:12,406
brand trust when people visit their site.
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00:05:12,454 --> 00:05:14,904
that's one of the things that we've been
trying to work with them on they have
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00:05:14,904 --> 00:05:20,044
a Facebook agency and the agency is, a
little difficult to communicate with.
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00:05:20,154 --> 00:05:23,194
They go off on their own
tangent and do their own things.
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00:05:23,234 --> 00:05:26,524
But the trust that you're talking
about, John, I think that's one of the
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00:05:26,534 --> 00:05:30,731
issues with Is that they don't have that
organic social media and even people
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who have testimonials, I don't know
anything about the store, but I took
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00:05:33,283 --> 00:05:34,703
a chance and I decided to buy this.
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00:05:35,023 --> 00:05:37,587
So one of the things that I've been
trying to address with them is to
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00:05:37,587 --> 00:05:40,687
tell them, Hey, you actually need to
build more of that organic, trust.
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00:05:40,717 --> 00:05:45,672
Otherwise no one's going to buy the 5,
product that you're, telling them to do,
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00:05:45,688 --> 00:05:49,578
I would drive home the fact that they're
competing against eBay and also Amazon.
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00:05:49,628 --> 00:05:53,198
so what happens is Amazon is going
to start to eat more and more
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00:05:53,248 --> 00:05:57,508
into their profit margin and into
their user base because Amazon now
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00:05:57,508 --> 00:05:59,118
sells Rolex is right off Amazon.
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00:05:59,409 --> 00:06:02,564
the competitive industry that
you're going up against is Amazon.
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00:06:02,564 --> 00:06:04,804
Now, yes, you're not selling new.
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00:06:04,814 --> 00:06:06,834
You have good quality
products, good quality prices.
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00:06:06,864 --> 00:06:07,214
Yes.
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00:06:07,214 --> 00:06:10,444
But to a person that's going to save,
three or four grand when they're dumping
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00:06:10,454 --> 00:06:12,254
20 K and a watch, they don't care.
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00:06:12,664 --> 00:06:13,334
They really don't.
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00:06:13,367 --> 00:06:15,897
they've spent three grand to know
they can get it, authenticated
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00:06:15,917 --> 00:06:17,587
tomorrow versus scammed online.
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00:06:17,687 --> 00:06:22,297
So pricing when you're over the 5k
makes zero difference to these people.
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00:06:22,347 --> 00:06:26,697
These are people that are making 500,
000 hours a year on one of their side
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00:06:26,707 --> 00:06:28,187
gigs, like that's who buys Rolexes.
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00:06:28,647 --> 00:06:32,527
The one guy that I know that just bought
a Rolex recently makes 2 million net
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00:06:32,527 --> 00:06:37,257
profit, untaxable, and just credit card,
cash back because his dad spent so high.
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00:06:38,117 --> 00:06:40,167
So the thing that we
have to look at too is.
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To set a bit of a stage for them, say, we
understand that we're pushing on Google.
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00:06:46,105 --> 00:06:49,725
I do think we have a lot of work to do
inside of this, inside of that account.
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00:06:49,735 --> 00:06:51,795
Just as an FYI, we really do.
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00:06:52,105 --> 00:06:55,515
what's funny is we're, this is the only
reason why they're still in business
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right now is this one campaign.
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It really is.
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00:06:58,138 --> 00:07:01,245
when you're looking at just the spend
level here, This is another slide that
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00:07:01,315 --> 00:07:03,365
always is everybody that we talk about.
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00:07:03,574 --> 00:07:05,084
We don't know what they're doing in meta.
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00:07:05,374 --> 00:07:07,034
we can't see what their meta activity is.
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00:07:07,594 --> 00:07:11,475
I would almost run through this with them
a bit by saying, Hey, we want to have our
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00:07:11,475 --> 00:07:14,445
prospect and be 70 percent of the activity
or marketing needs to be at least 20.
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00:07:14,515 --> 00:07:16,655
And then our acquisition
is at least, 10 right now.
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00:07:17,245 --> 00:07:19,065
Majority of our efforts.
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00:07:19,345 --> 00:07:24,035
If we just look at what I can see
right now is pretty much right here.
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00:07:24,085 --> 00:07:28,561
and their meta is crashing
That's Instagram and.
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The Facebook and we have no idea if
Meta is doing anything over here.
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00:07:32,595 --> 00:07:36,625
So we have a lot of work to do to
rebuild their brand, but because they
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00:07:36,645 --> 00:07:42,955
are a reseller of fine jewelry, I think
we do need to diversify our ad spend.
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00:07:43,135 --> 00:07:44,905
Not written, not pull back on pendants.
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00:07:44,955 --> 00:07:48,472
don't ever touch this thing,
but start to push more standard
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00:07:48,472 --> 00:07:50,558
shopping and categories do we have.
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00:07:50,900 --> 00:07:53,920
Five more categories that we
can start to dip into and track.
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00:07:53,920 --> 00:07:55,490
Are we actually getting leads and sales?
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00:07:55,810 --> 00:07:58,579
And it's going to take a month
getting more diversified in our
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ad spend is something that's going
to be really important because
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we need to start to diversify.
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Our ad spend here.
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00:08:05,585 --> 00:08:09,080
When you look at the last 30 days when
you look at net quantity descending,
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00:08:09,203 --> 00:08:12,442
these are all things we're spending
money on, but this is also only the
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00:08:12,452 --> 00:08:13,412
things that we're spending money on,
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00:08:15,522 --> 00:08:18,642
what if we spent elsewhere
at higher, also AOVs.
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00:08:18,849 --> 00:08:21,289
And don't throw the baby out
with the bathwater dip into it.
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Start a track.
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00:08:22,519 --> 00:08:24,069
Hey, I'd like to start to diversify.
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even I'll drop this screenshot here
in the chat to say, Hey, here's
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00:08:27,496 --> 00:08:30,803
a correlation we're spending on
pendants and we're spending on chains.
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We started chains.
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We're starting to see more chain sales.
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we have a Rolex campaign.
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00:08:34,827 --> 00:08:35,866
we're seeing a Rolex sale.
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What we want to do is say, what
are we spending on that category?
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What are we making on the category?
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00:08:39,017 --> 00:08:40,667
But look at it month over month.
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00:08:41,177 --> 00:08:46,201
But also I need to know, are the people
calling, are people emailing in, what are
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00:08:46,201 --> 00:08:48,321
people doing for these type of products?
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00:08:48,351 --> 00:08:49,561
on a month to month basis.
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00:08:49,597 --> 00:08:53,177
there's a company called architect
that I'm helping on the side, like an
191
00:08:53,207 --> 00:08:55,987
unpaid client and just seeing if it's
something that we can, get off the
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00:08:55,987 --> 00:08:59,127
ground because I've wanted to test use
them as a test dummy for some tests
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00:08:59,287 --> 00:09:00,347
and I didn't charge him anything.
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00:09:00,657 --> 00:09:03,267
these are all the people that are
contacting him just every single day.
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00:09:03,291 --> 00:09:04,184
it's insanity.
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00:09:04,207 --> 00:09:07,187
So we need to know this to, these
people are like, okay, have a great day.
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00:09:07,237 --> 00:09:07,997
thank you very much.
198
00:09:07,997 --> 00:09:08,817
You've been so helpful.
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00:09:08,847 --> 00:09:09,787
he does have cancer.
200
00:09:10,087 --> 00:09:12,007
So it did take a diagnostic approach.
201
00:09:12,007 --> 00:09:13,647
It's about cancer treatment for dogs.
202
00:09:13,764 --> 00:09:15,704
So all those things that we
need to know, like we need to
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00:09:15,714 --> 00:09:17,284
be involved in their business.
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00:09:17,514 --> 00:09:20,444
so that we can say, if we start to spend
your harder money on these products,
205
00:09:20,814 --> 00:09:25,044
does it look like we're starting to
generate feeds that are going to be either
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00:09:25,114 --> 00:09:29,695
purchased by you submitting a draft order,
or are we just completely falling flat?
207
00:09:29,715 --> 00:09:35,371
And we're spent 800 on earrings and no one
wants earrings before we look into price.
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00:09:35,371 --> 00:09:36,131
Let's try something else.
209
00:09:36,228 --> 00:09:36,948
two things.
210
00:09:37,028 --> 00:09:40,295
if we look inside of Google and says
it doesn't look like it's working, We
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00:09:40,295 --> 00:09:43,045
have to look everywhere and we also
have to talk to our client about that.
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00:09:43,115 --> 00:09:45,864
We have to say, are these
people emailing you?
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00:09:46,354 --> 00:09:48,814
That what kind of conversations
are they having inside of the back
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00:09:48,814 --> 00:09:51,344
end of their Shopify that we don't
know about that we're starting that
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00:09:51,344 --> 00:09:54,724
we're going to stop because Google
didn't say we should keep going.
