Unlocking Google Ads Success: The Journey to Doubling Revenue - Descript

Josuha: 00:00:11

And today we're going to be talking about how a client

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doubled his margin and revenue,

this year working with us compared

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to last year of what he was doing.

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It's really working out for this client

pretty well, even though it's a wonky

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strategy per se compared to the number of

strategies that, A lot of times that we do

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How's it going everyone this is josh

with another video for you guys and

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today we're talking about how a client

Doubled his margin and revenue this

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year working with us compared to last

year of what he was doing So let's go

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ahead and take a look at the back end

numbers So he emailed me, his numbers

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for 23 and 2024 for january and february

So in january 23, he made about 12.

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6 in revenue You And in

: 2024

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6 in January.

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Then if we take a look at

February, he made about 11.

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2 and in February, 24, he made about 24.

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8.

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So we basically doubled his income.

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And his revenue and those two

months that he had on with a certain

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campaign that he had on versus our

strategies and what we're doing.

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this is no seasonality at all.

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So this is like month compared to month.

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So there's no, nothing going to be

like wonky or going on with that.

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This is comparing 20, 24

numbers last year to 23 numbers

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and what he was doing before.

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so this client says refers PCs, we took

a look at the time for between January

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and February compared it to the previous

year, what they were doing the route, the

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back, that we're using standard shopping.

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And then last year that they were running

P max, so they're pretty heavily into it.

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They had Dell, hp, Acer, Alienware,

and the corresponding campaigns.

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And then we have something similar as

well where we have, Dell, hp, Acer, and

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the corresponding campaigns as well.

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You can see that we're spinning

about 17% less than last year.

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We have about 6% increase in R.

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It doesn't really offset the budget,

though that was down about 17%.

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conversions are down by 56%.

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CPAs up by 92%, and the

average CPC is down by 41%.

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So you could say, this is

some really wonky numbers.

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let's start with the average CPC.

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And go from there.

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So usually we'll see an increase in CPCs

when you switch away from PMAX to standard

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shopping, but this is a different story.

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It's actually down by 41%.

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So you see right off the bat, we

have different bid strategies.

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We have maximized clicks or one, two,

three, four, five, six campaigns.

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and all those campaigns are pretty

much standard chomping top of funnel,

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campaigns that have maximized clicks.

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So those are all pretty

much cold traffic channels.

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And the reason why, the CPCs are

down is because we're not bidding

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for the absolute top, we're bidding

for a second or third position.

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And another reason why we're doing

that is because their stock kind of

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changes in and out pretty quickly.

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So they'll have a product in stock for

about a week, and then that one will go

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out of stock and then they'll have another

product that shows up that they sell.

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So keep in mind that

they sell referred PCs.

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So they can't manufacture

or produce them themselves.

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So I have an F a set

standard for what they buy.

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It's get what they take from

their distributors that they get.

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So they could have a laptop that

might have a slightly different,

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RAM or slightly different SSD drive.

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And that completely

changes the part number.

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you're like the, skew or the GTI ends.

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And so Google will think that's

a completely different product.

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So with maximize clicks, a thought

process is Google doesn't really

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have to learn what that product is as

often with the changes that we have,

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and also with the, competitiveness

of the markets, one or two.

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And there's so many different

types of costs and they're

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pretty competitive in their cost.

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We're showing second or third because

we know that people can be shopping

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around for different prices or different

products And they're doing pretty well

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with those App bidding strategies.

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So that's why the cpcs are so far down

Then we take a look at the cpa why it's up

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by 92 so We know that with pmax it follows

the user a lot more often in the journey

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of the client or the customer You So with

standard shopping, the business that we

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have here, we're basically only showing

like once or twice to an individual or

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client or customer, versus where in PMAX,

you're going to be following that user.

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It's going to be collecting that data

and holding onto that data or that

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customer a lot longer in that timeframe.

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So it's going to be remarketing

into, let's say, search.

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It could go into shopping.

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It can go into display remarketing.

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It can go into, Gmail.

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So it's spinning little by little

just to hold onto that data.

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And that client, and then the conversions

will be, more populated inside in app

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because, the acquisition, is pulled

more, and easier since it's remarketing.

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So with this, with standard shopping.

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It's more top of funnel cold traffic

and a lot less into remarketing.

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So you're going to hit the

client one or two times, that

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data will get lost eventually.

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And then they'll convert either

organic or direct, it's not

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pulled into, in app and Google.

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So you'll lose that acquisition.

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So that's why the conversions are.

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Are a lot less as well.

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Another reason why it's less

too is because we're running

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into a higher margin campaign.

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So we segment this client out

into, high margin Dell, mid to

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low for servers, high margin.

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So instead of just showing for,

certain products or all the products

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all at once, we only pick the

ones that, have a higher margin.

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And so that way, with those conversions,

it's going to be a lot more valuable

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to us than let's say, something

that costs less over here and it's

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not as profitable, maybe 10 percent

margin versus a 30 percent margin.

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So what I've seen Google likes

to do is let's say you threw

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everything into one campaign.

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And you have all those products in there.

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It's going to go after the

easiest converting product.

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And most of the time it's usually

the lower cost products, that get

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the most conversions because it's

the easiest or easiest to get

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a conversion on those products.

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So this is how we have it segmented out.

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And that's why other conversions

are a lot less as well.

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and then with row, that's the same

concept of, not everything gets converted.

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Or, Basically shown inside in app

when you're just running cold traffic.

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The attribution is a lot more loss

versus the PMAX and remarketing.

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That basically pretty

much sums up this account.

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touching base up with maximized clicks.

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it's not the end all be all, I wouldn't

change your account to maximize clicks.

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Unless you want to do a test first,

but, how it works for this client.

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Like I said before, we don't want

to show up for that first position.

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We're like all the other

competitors are doing.

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We don't want to be into

remarketing display.

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like maybe the other

competitors are doing.

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So we're hacking Google ads and saying,

Hey, we only want to show up for this,

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we don't want to show up as maximum out

of budget and get the maximum clicks and

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get the maximum exposure that we want.

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Knowing that people are

going to be shopping around.

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And, get the most out of what we're doing.

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So it's really, we're not for this

client pretty well, even though it's

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a wonky strategy per se, compared

to the two, the number of strategies

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that, a lot of times that we do.

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but that's why we always double check

and make sure to run tests, making sure

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it lines up with the backend numbers.

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And then learning new things as we

go along too, because everything can

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be different, every platform or, the

market that you're in can be different

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and so different strategies can

have different effect on you guys.

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So it's not we have a certain

way of doing things only.

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we just make sure that we do

some tasks and make sure that

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the backend numbers follow suit.

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So that's what we do it here at Solite.

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And, but yeah, that's pretty much it.

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And, I'll see you guys next time..