Boutique Chat #001 | How Boutique Owners Can Hack Google AdWords | Store Ya

Hey, guys, I'm Ashley Alderson, the founder at the Boutique Hub. If we haven't met yet. Hey, welcome to something brand new that we're doing on YouTube and across our social media channels that we call Boutique Chat. Actually, this is going to be the very first episode of Boutique Chat and I can't wait to share. So what we do at the Boutique Hub is we connect the entire industry from boutique owners, wholesale brands and designers, service providers, bloggers, anyone who works in this industry, we want to bring them to one single platform to connect, collaborate and grow their business. And that's what this segment of Boutique Chat is all about. It's about industry leaders getting them together, having interviews where we can share tips, tools and tricks to help you grow your business. So the very first guest I want to introduce you to today is a company that if you are active on any of the leading e commerce platforms From Shopify to WooCommerce to BigCommerce, you're probably familiar with this company. And that is stor. Yeah, I visited with their CEO and COO, who happen to be brothers and co founders of the company. Amazing, right? That they can still work together and be brothers. I don't know. I don't know how that works, but they are two awesome guys based in Tel Aviv, Israel, and we talk about one of the number one struggles that we see retailers have today online, and that's a lack of traffic. Now, in the Boutique Hub, we talk a lot about driving Facebook advertising and social media traffic to your site. But it seems like a daunting task for a lot of smaller boutiques to pay for Google AdWords and to run those minimum campaigns and keep up with the big guys who are playing on Google. Right. So we sit down with Store. Yeah. To talk about one of their top apps that they developed called Traffic Booster and that allows you to basically set it and forget it and allow their app to optimize your spend your keywords, how you're performing on Google for you based on the campaigns that you choose. So the guys break down Google how it works, talk about their app, and then they drop a special offer for members of the Boutique Hub at the end. So if you're a member, hop on over to our membership group and you'll find that link below this video. If not, we'd love to see you in the Hub. So until then, enjoy the very first episode of Boutique Chat. And I can't wait to bring you more episodes. Enjoy, guys.

I see we're up to about 14 of you now that are live. So good morning. I see your comments down below. Good morning, guys. Hello. Hello. So we are trying something brand new. Thank you for your patience and for tuning in to watch this. We are trying something that we're calling Boutique Chat, which is a segment that we're going to start having on a regular basis and we're going to host it both here in our members only group as well as later on. We'll be sharing this to YouTube and if I can spill like a little bit of a secret, we're hoping to have a podcast in the near future. So eventually we'll be sharing this there as well. And just like our mission at the boutique hub of connecting those in the boutique fashion industry, we wanted to bring you guests in Boutique Chat that are relevant to your business, that can give you some insight into how you're operating from day to day and tools and tips to help you grow as we go forward. And I wanted to share it here with our members first so you can ask questions and get involved in the conversation as well as get explained exclusive offers from the companies that we bring in to visit with. So guys, thank you for being our first guest at Storeya. I know a lot of our already knows you probably in some capacity if they are on Shopify or WooCommerce or BigCommerce or Magento, any of the platforms. So Eyal, you and I visited this morning and you guys are in Tel Aviv, Israel and it's about 5:00 o' clock there, right? 5:30.

Yeah, yeah, yeah. 5:30, yes.

So end of the day for you, beginning of the day for us, but thank you for joining me. So for those of you who don't know Store, yeah, you guys work with over 160,000 merchants worldwide. You'll have to tell me again how many countries that is and you develop e commerce apps, some of the top apps in the world on all these different platforms. So I would love you to introduce your brother because I know I will butcher his name and you can tell us a little bit more about Storia.

Sure. So thanks for having us, Ashley. It's great to be here. Yeah. So my name is Eyal Reich. I'm one of the three co founders here at Stoya and next to me is the CEO of Stoya, which is also my brother. Your redraw here so I.O. was launched five and a half years ago. We provide marketing and advertising apps for SMBs. We have more than 160,000 merchants from 186 countries and supporting basically any e commerce platform out there from Magento to Shopify to WooCommerce to marketplaces like Amazon and ebay and providing simple and easy to use marketing and advertising apps from Facebook shop to on site promotions. And the best selling app of Soya is the traffic booster where we drive targeted Traffic from Google AdWords to your businesses to your sites and helping you grow. That's in a nutshell.

Perfect. So if you guys are watching, let us know in the comments if you are familiar with Storia or if you use any of their apps. I know the majority of you are on Shopify, but if you're not on Shopify, let us know that in the comments as well. I know having been on several of your sites that I've seen StoryApp products, whether it's the pop up or the exit intent or whatever it is you're using, I know I've seen the logo. So let us know in the comments. But as they do that, you guys, we have to talk about the backstory a little bit. You talked about getting started five and a half years ago and that you're brothers, but I think it's so cool. Eyal, will you tell us what you guys did a little bit before you started this company? And your whole family is in like tech startup and e commerce. So I'm curious to know what your parents did, what their careers were, how you guys all got into this industry.

Sure. So I started my career as a project manager in a company that specializes in building websites and mobile applications. I had, I worked there for four years and the beginning of the story is a bit funny because the company was founded by my sister, which everything stays in the family here. And she wasn't doing so well with the company. It wasn't moving very fast and she was telling me, listen, I'm about to close my company in a few months, maybe you want to join me and see if we can do something better together. And we did. We made a lot of sales and created a lot of great looking sites and the company.

Moved forward and grew.

Really fast and after a few years we solved it. So it was a success story from one and it was also like a family story which as you know, it's not always the easiest thing. We've talked about this before, it's not always the easiest thing to work with family, but from my experience it's been an amazing journey so far. So yeah, I started my career with my sister and now I'm with my brother and it's been great so far. After a few years as a project manager, I Was an online seller. Basically, I promoted products to the conservative market to focus on the Christian evangelists niche, Mostly products from Israel, from the holy land. And I created a Shopify store, an Amazon store, an ebay store. At some point, I was the number one seller on Amazon for selling yarmulkes. And things were growing, and I was happy. I had a community of bloggers that were writing about Jesus. That was my target audience. Religious people, Christian evangelists. So I had 20 of those and had a great community on Facebook. But I didn't see the roi. I didn't see money out of it. So I thought, how can I make more sales? How can I make more money? And thought about taking my products on Shopify and transferring them to my Facebook page. And everyone has a Facebook shop. But back in, say, like five and a half years ago, we were the first solution on the market, way before Shopify launched their own Facebook shop solution. So I was the guinea pig. I was the first client, and it went great. We. We got great exposure to the product. I saw sales, I saw the ROI for all the efforts that we put in the community and Facebook, and I saw the potential. So from that point, I knew I had to put that business aside and move forward with Storia and taking Stoya to the next level.

That's fascinating. So you know Storia inside and out, obviously, as a merchant and now as developing this company. So now the merchants that are using Storia, you said the majority of them are somehow related to the fashion business, Is that correct?

Yeah, I guess the number one category in Storia is fashion. Yeah, fashion and jewelry and accessories, sporting goods, home decor. But without a doubt, the number one category is fashion.

Perfect. So when we talked about getting together today, we talked about the main thing we wanted to cover being traffic. And how can ecommerce retailers drive more traffic to their stores and specifically, also, how can they use Google AdWords to do so? So a lot of the things we cover inside of the boutique hub, we talk a lot about Facebook ad traffic, SEO traffic, that kind of thing. But now I'm excited to have you talk more about Google AdWords specifically and then the traffic booster app as well, and kind of how those layer together.

Sure. So I'll hand it over to my partner here. Yariv is one of the biggest PPC experts. Spent millions of dollars in positive ad campaigns way before he started Storia. That's his background, so he'll be the expert here. And take it from him.

Hi, everyone. Can you share the deck? The presentation?

Yes. We'll have to have you guys a little closer together. You'll have to act like you're brothers or something.

Can everyone see the first, the first slide?

Oh, I'll add that to our broadcast. There you go.

Okay, cool. Actually go straight to the second one. No, in between. Yeah, cool. So I see Google AdWords as a real profession. I very proud for it to be my profession. And I'm going to just give a quick glance here for the AdWords requirements and then touch a few of them and later on discuss how the traffic booster can ease your life and automate this. But just so you know a bit of what it is and how we treat it. So the requirements are what you see on your screen. Now you need to choose the advertising method within AdWords. It could be the display network of Google or the search network of Google. Within the search it could be regular search or dynamic search. It can be call ads. Plenty of stuff to choose. I will get to it in a bit. Then you have the campaign structure. It's not like the basic thing of Google. AdWords is always going to be keywords, ads and landing pages. But you still need to build the account in the right structure in order to be able to optimize it later on. So I'll touch that in a bit. Keyword research you need to come out with to come up with the relevant keyword for your specific business ads. I'll touch a bit about what to do and what not to do in terms of ads landing pages. You need the ad to be relevant to the landing pages that you are redirecting to and we will discuss how to do it. Negative keyword is part of the keyword research. You need to put some of the keyword in negative so you don't get if you want to sell something, you don't want anyone that is looking for free of the same product. So for example, free should be a negative keyword budget and bids. Obviously you need to define to Google what your limitations are. From the one hand you need to be attractive for Google and from the other hand you need to optimize and make sure that you are profitable. And the next item is optimization. You need to be able to come back again and again to the account and to make sure that everything is working for you, is converting and is making money for you. Can you switch to the next slide please?

Yeah, thanks.

So the structure is always going to be campaigns, ad groups, and then for each ad group, the keywords and the ads, the campaigns are going to be setting the budget, the country the language and actually first and foremost the advertising method that you are going to be using. The ad groups are going to group together relevant keywords and ads that going to have the same concept so that each group of keywords is going to have their own relevant ads leading to the relevant landing pages. And shortly I'll show you how this can be done. Relatively easy.

Just like people who are familiar with using Facebook ads, it's the same essential layout where you have the campaign. So what is the overall objective you're trying to reach? What is the ad set as in Facebook ads? So what is the location and the people and then what is the ad? And in this case it would be what is the ad what you're going to use? So same exact flow. Correct.

There are some differences in Facebook. Most like the equivalent for ad group is the ad set on Facebook and most of the things are within the ad set in Facebook. It's not like in Google where the campaign sets the budget and the geotargeting and the language. In Facebook, almost everything is set within the ad set in Google you have a bit of another layer that you need to take into account. I can't say what's better and what's not. They are both working well and you just need to know how to configure them in advance in order to be able to optimize them later on.

Perfect, thank you.

Sure. Let's go to the next slide please. So just in a glance about some best practices for Google AdWords ads. As you can see in the headline, you need to be specific, as specific as you can for the product. In the headline you need to come up with something that will be attractive in terms of promotions, in terms of mentioning numbers, symbols like percentages, exclamation marks. It's all stuff that catches the eye and increase your click through rate. Capitalizing the first letter of each word is also very helpful for the CTR for the click through rate. So I put together the good stuff on the left and the bad stuff on the right. And this was only like a glance of the factors. Now let's switch to the next slide which would show us one of Google's in my eyes, best features, best inventions, the dynamic ads. It's part of the Google search network, but it allows you to skip some of the concerns that you have. It actually helps you to match each search query that the user come up.

With.

The best headline for your ad and have the ad redirecting to the most relevant page within your store. Now it's an amazing tool. There is only one little problem with it. It's very, very wide. If you use it without the proper optimization, without segmenting out irrelevant search terms, and without constantly check in on it, the search terms, the bids, the budget and everything, it's just too wide. You're going to spread your net too wide, and it's a good way to lose a lot of money. So, on the one hand, it's an amazing feature. It really helps you come up with the most targeted promotions. On the other hand, it's too wide. And it's a bit risky to just throw in the net and not knowing what to do with it. So what we in Stoya did, and Eyal will elaborate in a minute, is we took the dynamic ad and we kind of put my head into the machine and we taught the machine how I would optimize the campaigns at each.