Your Google Ads Strategy Is Off Troubleshooting An Account Setup

Rachel: 00:00:11

Hi, everyone.

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Regina here with starter PPC.

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I'm going to walk through an account set

up and we're going to diagnose why things

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aren't working and what to do about it.

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So before I begin, I want to tell you

that this is a fashion accessories brand.

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The accessories are a little bit like

flamboyant party accessories, but

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they're also like high class high.

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expensive, as far as accessories go.

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It has a very niche market.

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and it has a budget of 1,

000 per month and add budget.

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first thing we're going to do is look

at the way the setup is right now.

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And then we'll talk

through what makes sense.

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as you can see about, 900 has

been spent on these two campaigns.

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In particular, we have a standard

shopping campaign, which is only

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promoting one category within store

that has about six categories, right?

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So we're only focusing on the main product

that is the centerpiece of the website.

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And it's also what they specialize in.

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and I think it's also the most

expensive, category on the site.

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And then, a smart campaign.

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All right.

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So for those of you who aren't

familiar with smart campaigns, they're

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a lot like the asset only P max

campaigns that we used to run They

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run on all networks except for the

shopping network, as far as I know.

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and the performance so

far is showing this.

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So we've got 180 percent return on

the, smart shopping campaign and 40%.

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Return on the standard shopping campaign.

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This is really low, right?

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This is averaging out at 65%.

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180 is decent.

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40 is not great.

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And this is our main campaign, because

as you can see, the standard shopping

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campaign is spending 700 so far.

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And the smart shopping is

only assisting it with 159.

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So something needs to

change to get this to work.

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Now, the first thing that I noticed when

I look at this setup is that there is no.

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Remarketing at all.

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smart campaign probably

does some remarketing.

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But it's not going to do any

product remarketing, right?

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So right now, when somebody's on

the website, viewing a product,

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that product image should

follow them around the internet.

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hey, you liked this product, you

liked this product, are you still

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thinking about buying it, right?

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especially with this campaign, because

it's the type of thing where the products

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are so beautiful, and, kind of custom,

They work really well as, remarketing ads.

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So we're going to set up a display

remarketing campaign that has

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the shopping feed attached to it.

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And we're not going to restrict which

products are shown in that campaign.

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All right.

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We are going to restrict

the audience, right?

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We're going to restrict it only to,

people who were on the website, We're

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going to use our remarketing audience,

and that way, It's probably only going

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to be able to spend, 2 a day, 3 a day.

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Obviously we don't want to show

people the product 500 times.

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We want to show every user the

product they looked at like 10 or

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15 times, maybe 20 at a max, but

we don't want to waste money just.

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showing products.

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So we're going to restrict the spend.

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It's probably gonna spend about

two or three dollars a day.

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So that's not a big campaign,

but it makes a big impact.

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I've seen where we set up remarketing

ads and suddenly the standard shopping

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is able to get a higher return.

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Why does that happen?

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Because standard shopping

gets the first click.

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The person decides to wait on their

decision to buy the remarketing

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campaign, follows them around.

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They finally think, you know what?

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I do want to buy that.

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And they open up a new tab.

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They go straight to the

website and they buy.

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So they never clicked on the

remarketing ad, but they did click

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on the standard shopping campaign.

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So what does the algorithm do?

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It attributes the conversion to the

standard shopping campaign, raising

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the, return for this campaign, right?

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And raising the overall conversion

rate as well for the entire account.

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So the campaigns do kind of

work in tandem with each other

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and they work holistically.

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This brings me to my second point, which

is we need some sort of smart shopping.

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standard shopping campaigns.

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They don't do anything

that's smart at all, right?

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They're just gonna, if someone's

searching and it has the budget and

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it can win over the competition for

that auction, it is going to bid.

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And it doesn't care if the person

is a really hot lead or if they

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were on the website recently.

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it is just going to bid what it can

bid and try to win that auction and

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get these cold leads to the site.

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So usually the cost per click is, high.

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Because it's doing a lot of heavy

lifting cold lead prospecting.

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So as you can see here, a dollar 21.

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and it doesn't do a great job at

any sort of, smart bidding, right?

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So if it sees that someone's hot,

we want to bid more aggressively.

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If it sees that someone's cold,

we want to reserve our money

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and bid less aggressively.

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We don't care about losing

that bid if there's other

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competitors that want it more.

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so smart shopping.

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Is tough to get nowadays since we don't

we can't run smart shopping campaigns like

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we used to that It's not allowed anymore.

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The only way I know how to do it is

to run a pmax campaign nowadays if

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your budget is very limited like in

our case, we're probably going to hold

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off on setting up a P max campaign.

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but we will set it up once we

get a little bit more budget.

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And once we get a little bit more

history in this account, we just don't

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want to do too many things at once.

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ideally, we have a P max campaign

that has access to all the

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products and this will work.

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Similar to the display remarketing

campaign that I just described, which has

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the product feed around and it follows

people around on the display network

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with images of the product they looked

at, but the P Max campaign operates

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a little bit differently in that.

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it also has smart shopping in it.

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Meaning if someone's on the shopping

network, BMX does all the same remarketing

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activities that are display remarketing

does, but it's also going to spend its

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money on all the things that the smart

campaign does, and it's going to do also.

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All the things standard

shopping does, except better.

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So it does a lot.

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And that's why, we're waiting

to get it started because it's a

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big campaign that we just don't

have the budget for right now.

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And we think that if we hyper target

the budget at a display, remarketing

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campaign that can show people the

products they want on the display

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network, that will be good enough to

boost the campaigns that are here for

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now with the limited budget that we have.

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Hi there, quick interruption.

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Do you know the main thing that

prevents small business owners from

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getting their Google ads account into

a position to grow and scale budget?

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A lot of businesses, especially

those that are just starting

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out, have limited budgets.

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And so because of this, they're turned

away by most ad agencies because most ad

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agencies have minimum budget thresholds

that they're willing to work with.

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So what happens is the business owners

end up learning Google ads themselves.

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And the problem with that is

that most of the advice online is

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geared towards larger accounts.

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And the advice doesn't have any of those

strategies or tricks that can kickstart

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the algorithm into giving a small

account a leg up over larger competitors.

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So it often just doesn't work

and the business just ends up

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losing money month over month.

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If this sounds familiar,

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Because we know that every dollar saved

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the ad budget, which is going to help

the algorithm gather speed and power.

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com.

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Okay.

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Back to the video.

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Moving on to number three.

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I have four things, by the way, that

I'm running through with you guys.

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there's no videos and that's a big

problem for this particular brand because

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of the nature of the product, right?

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It doesn't have a ready made audience, a

ready made market of people who have to

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buy it and they're already looking for it.

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It's not like that.

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This is an impulse buy product.

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People see it and they go, Oh my God.

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I didn't even know that

existed, but I have to have it.

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So that's what I mean

by impulse buy products.

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And the best thing you can do with

impulse buy products is have a

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lot of really high quality videos.

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And when I say high quality videos, I

don't mean dump thousands and thousands

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of dollars into video production.

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I mean, study how to do videos

well that work well in an ad.

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In fact, I even made a few videos on

this subject so you can channel for that.

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the main thing to know about videos

is that you have five seconds

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before people can click skip ad.

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So you have five seconds to tell

them what you're selling and the

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value on why they should want it.

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So on impulse buy products, I'm always

saying, Hey, the more videos you have, the

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better, like you should have minimum 10

videos and you can take the same video and

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just swap out the first five seconds in

each video because most people don't even

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watch past the first five seconds anyways.

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So why don't you just make one video,

five intros and slice them up and

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them to YouTube and let's get some

remarketing going for impulse buy.

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At a bare minimum, you want to

have video remarketing going.

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In fact, I recommend having video

remarketing going on every single account

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that we have, cause it's so powerful, but

for impulse buy, you're going to want to

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also run a little bit of outbound video.

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And again, we have a very limited

budget, but I feel that will be so

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powerful when we get those videos

from our client that I want to make.

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Budget for it, even if

it's just 5 a day, right?

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and the trick with outbound is to try

to choose a hyper targeted market.

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if you have a niche, try

to identify that 1 niche.

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Don't put in 20 different audiences

because that's just going to

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let the algorithm spend on

whichever audience is the biggest.

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So if you know your niche.

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Put it into the outbound campaign,

especially if you're limited on

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budget and get it to hyper focus

on that niche of market of people.

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All right.

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number four, and this is the

last one I'm going to show you

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guys what's going on in here.

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So the smart campaign,

when I go to images,

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it's pulling images from the website, but

we only get three rectangular images and

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three square images and two logo images.

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And right now it's just pulling

product images from the website.

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this isn't ideal when you're

running display ads, image ads that

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aren't on the shopping network,

you want to have lifestyle images.

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And this can be just a person wearing.

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The product or holding the product

up, smiling at the camera faces

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are always going to get more

attention, more views, more clicks.

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but don't just have an image of the

product sitting on a table or on a

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white background, reserve that for

the shopping ads because lifestyle

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images are always going to work better

on a display network because you're

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following people around the internet

and trying to catch their attention.

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They're not sitting there looking for.

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A product, right?

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that's how any display

campaign should work.

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So the smart campaign does a lot

of display and we need to get

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some lifestyle images in there.

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But the display remarketing campaign

that I described before, we're going

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to attach the product feed and it's

going to probably spend 90 percent of

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its budget on product images, right?

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It basically shows a shopping

ad that follows people around

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on the display network.

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only about, 10 percent of the time when

it can't attach someone to the product

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that they looked at on the site, then it's

going to default to our lifestyle images,

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which will have in there as a default.

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for when the product feed can't be used.

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All right, that's that.

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So we're going to revamp this

campaign and we'll see how it does.

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I hope this has been a educational

experience and thank you for watching.