If you’re an e-commerce store owner struggling to pick up sales, TGQ's Ted Giraitis-Quaye shares his expertise in marketing and explains how he boosted client sales over 500 and improved his clients’ returns on ad spend by more than 100 percent.
Ted will discuss the following Google Signals and YouTube methods:
1. Signal 1: Structure
2. Signal 2: Best keywords and customer websites
3. Signal 3: Email list
4. YouTube remarketing
The best structure was ultimately switching over to a mix of customer lists and In-market segments and segmenting based on product category. This prevented all products from being lumped together.
Also, it was necessary to secure specific ad copy in creative within the ad groups relevant to only products within the listing group.
This is showing the most useful keywords for Bottom of Funnel. These are the keywords that were successful on Google that should be replicated to find similar users for the Performance Max. This gave Google a signal that registered tremendous sales.
Then, finally, the email list signal was utilized for customer match.
So all of these asset groups allowed Performance Max to scale and bring new customers into the funnel. This drove significant revenue.
You can see a 139 percent increase in revenue in the Search Campaign section. This was done by increasing the budget, as well as switching to a maximized conversions bidding strategy. Previously, it was set to maximize clicks, which optimizes for anybody that is searching for keywords to get the click. This can be beneficial, but you want to attract the viewers who are willing to buy; not the window shoppers.
You have the ability to optimize on the most relevant lowest funnel keywords that drive major revenue.
YouTube remarketing was a big factor in facilitating this campaign. Looking at All Campaigns, you can see that video remarketing wasn’t running before. But it also helped drive a fairly sizeable amount of revenue from people who wouldn’t have bought previously for a good return on ad spend.
The strategy with this video campaign was the target website visitors who hadn’t bought yet. Then those visitors were segmented for men and women.
In this case, there wasn’t a huge difference between men and women visitors. However, the creative that converts on the two categories can sometimes differentiate, so it’s always good to segment like this. It allows you to see which types of creative get the most sales, pause what’s not working, and then scale the rest.
So you can see some creative that wasn’t performing and getting spend as well. This helped clean up sales in the back end.
It's possible to check out the keywords that are driving sales. Then you can think about creating a new signal based on certain elements.
From this data, you're interpreting how to create new targeting. For example, maybe a Fashionistas audience or a Health and Fitness buffs interest group can be built from this data.
Or maybe you can maximize your copy for these targets. It depends on your budget and your scale, but also on how efficient you want to be. You must take these elements into account in planning or reviewing your Performance Max campaigns.
So, if you have an asset group like this, you want to analyze what has the best performance and the lowest performance.
Certain points may need to be swapped out in scale during a specific time frame. Consider whether people want to take action. It’s best performing when the product is in the consumer’s hands.
You always want to be optimizing and rotating through creative in order to scale, which brings several challenges. But through testing and iterating, you can develop a favorable ROAS and obtain a method to scale and retain a client by building sales. Dynamic copy can also be recommended in combination with diverse creative that gives a client more strategic insights on how to scale their campaigns.
If you're looking to learn more about improving your e-commerce game and expanding your marketing know-how, subscribe to Ted's Youtube channel.
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Ted is the founder of TGQ Marketing a PPC, Analytics and CRO agency focused on client results.