The EXACT Google Ads Strategy I Used to Increase Revenue $290k+ and Double ROAS in 120 Days

This is how we took this e commerce business from averaging $89,000 per month in revenue to $160,000 per month while doubling their return on ad spend. So think about that. They significantly grew their revenue and doubled the profitability on the return on ad spend. This was a struggling E commerce business. Absolutely bleeding money from their Google Ads campaigns before they came to us. And within 120 days we absol absolutely changed their lives. I'm going to give you the exact strategies and optimizations that we made in their account to have such tremendous success in such a short period of time. Whether you are a beginner or advanced, I hope you find great value from this video and you can apply some of these strategies that we were able to transform this ecommerce business with. If you're new to our channel, welcome. Make sure to subscribe. We're pumping out content weekly and have big, big plans for 2024. If you're already subscribed, make sure to hit the like button on that. It does help tremendously with the algorithm as we're continuing to try to grow our channel. I hope you guys again find great value. I'm going to give you the exact strategy, the exact optimizations. Let's dive in. All right, just for proof so you know I'm not lying, we've got September through December and comparing the previous period of May through August. So we took over in September of 2023. So I'm giving you the 120 day time frame period and comparing it to the previous 120 days. I even gave them an extra day because technically 120 days would be May 2nd. With that set conversion value column, all campaigns are on. I obviously have to blur out campaign names to keep the client's information confidential. But you will see, before we took over, revenue was at $355,500. Okay. Return on Adspin. So your conversion value divided by cost was at a 1.48 bleeding money. We took over in September. Revenue for the 120 day period that we took over 650,000 in revenue and return on ad spend actually more than doubled. We went from a 1.48 to a 3.72. So that's an increase of $294,000 in revenue. And we increased return on ad spend by 151%, changed this business's entire account and business around. Again. They were bleeding money. Now this is not a company that experiences massive growth from holidays. They sell large home products. So baths, sinks, cabinetry, showers. So there's a bit of an uptick. But this is not one of those businesses that sees, you know, 80% of the revenue come from the holidays. So if you're thinking that that's, that's not the case. This is a very clean 120 day period comparison. The business owners would, would tell you that as well. Again, they're, you know, very happy with the results here and the complete turnaround of their account. Let's look at that real quick just from a graph standpoint. So looking at the entire year of 2023, you just see this incredible hockey stick growth up as well as the return on ad spend. So I wanted to show you this visual as well. Now you're wondering what the heck did you guys do to make that happen? Well, I'm going to show you right now. Okay, so I pulled back to May through August, the time period, the 120 day time period that we were not managing. So I wanted to show you this again. I have to blur out campaign names to keep the client information confidential. However, I wanted to show you the filter is set to campaign type shopping impressions greater than zero. They were running before we took over 20 separate shopping campaigns. The bidding strategy for most of these shopping campaigns was set to manual. Several of them were on smart bidding, but they didn't have enough conversion value at the campaign level to even make that successful. So let me show you some of these campaigns in this time frame only received 12 conversions. Some of these were at 8, 5, 4, 9. So this insane amount of segmentation that made absolutely no sense. This is a strategy you might have seen five years ago. Five plus years ago. This no longer works. With smart bidding today and Google's machine learning, you need to move to condensing, not over segmenting. Segmenting makes sense when it needs to make sense in regards to more margins or seasonality or different product types that absolutely should not be mixed together. However, 20 separate shopping campaigns for an account that's only spending 50 to 60 thousand dollars per month, which is a lot of money, but they're not spending millions per month. This is absolutely over segmented. The bidding was never able to get any traction because it doesn't have enough conversion volume at the campaign level. So that was number one, one of the largest issues that we saw over segmentation of the shopping campaign. What we were able to do is move to performance max and I'm going to show you that now. Okay, so now I'm flicked over to the time frame we were at September 1st through December 31st. You'll notice there's no 20 segmented shopping campaigns running anymore. We condensed to two performance max campaigns. A bit of a lie I guess there was three. We did have a test running so you'll see some data here. Clearly a bad test, but most of the results came from segmenting their top products into one campaign. We did that to stop the bleeding. Now you'll notice the results from that. Absolutely tremendous. 167,000 in spin and we did almost 600,000 in revenue out of 3.57. We paused out 20 shopping campaigns and moved over to performance max. Now we moved over to performance max with top products segmented by product types. So there's kitchen, there's bathroom, there's hardware. Asset group split out in this campaign. But we only moved over the top sellers. The reason we did that and we've now started creating a catch all. But the reason we moved over to the top sellers is because during our audit analysis we noticed that the majority of the products within those 20 shopping campaigns that they had segmented out the majority of their products were very low performing or not converting it out at all and just wasting money. You have to remember this client was in a really, really bad situation when they came to us. They're spending 50 to 60 thousand dollars and only getting 150% return on Aspen. For some businesses that might be okay for them it was completely bleeding them dry. So we had to figure out how do we not decrease revenue but also get the return profitable for them. In most cases, by the way, you have to make a choice. Growth or profit. A lot of times you can't have both. In their case there is just so much absolute waste going on. We were able to clean up the account, condense to one performance max campaign two I suppose and maximize our ad exposure on our top sellers by product type. Okay, so that is where we were at with within this 120 day time frame. Okay. And we hit the 350% ROAS and had massive results on on the revenue returns moving into the next 120 days that we're working on now you'll start seeing some segmentation that we're going to be working on because now we do have some low performing products and product types inside of this performance max campaign. We'll start segmenting that. By the way, I have a free performance max course. There's a link below. It's in our free Google Ads school community. There's I forget 20 plus videos. It's hours of content. There's a notion doc with it Completely free. It's in the description. I talk. Everything you're hearing me talk about on the strategy that we did within this account is in that course completely free. So. So make sure you go check that out. All right. So although not a massive amount of money relative to what they were spending total for the account, they were also running display campaigns that were supposed to be remarketing. But what we found when we were going through the data is and through the campaign settings is they had this expansion and optimization on expansion optimized targeting. So this was during that 120 day time frame, almost a thousand dollars, 2,235 clicks, zero conversions from that expansion. And optimized targeting is not no longer remarketing. It is hitting an audience that Google thinks looks like your audience segments, but it is a cold audience. So this is no longer a remarketing campaign. I see this in so many audits they'll call it remarketing. Then you dive into the audiences. It's like, well you have expansion optimized targeting on that's no longer remarketing. And usually in a remarketing campaign you'll see expansion to optimize targeting be very, very low performing compared to obviously a warm audience like the marketing. So looking at that, they spent $854 and received zero conversions from that. So you have to go into your ad group level and go to your settings and then hit ad group targeting. Sometimes again Google's changing the interface quite a bit so it may look a tad different, but it's at the ad group audience targeting levels usually where you're going to find this in the settings. And then here you see how optimized targeting was on. This is what you would flick off in order to turn that off and save money. So you're not hitting the cold audience. The other issue we found with this is they were showing on mobile apps everywhere. If, if you've ever heard me talk about display campaigns before, I absolutely hate mobile apps. You know, I've managed personally over $50 million in ad spend. I've audited over 1000 of accounts. I've seen everything from $500 per month local service businesses to billion dollar corporations that are spending millions on Google Ads. I have never seen mobile apps work unless you're advertising a mobile app. So you always want to exclude mobile apps. They spent quite a bit of money on mobile apps. You'll see their placement is completely full of these mobile apps. No one playing Candy Crush is going to go buy a sink. They do. That's it's just in the way. Right? And Candy Crush sort of forces you to watch ads to, to get more lives to continue to play the game. If you're familiar with the game, they are not like, oh yeah, I should go buy that $2,000 sink now or $1,000 sink, whatever it was. That's not the time or place to be to to be remarketing. So you see it all the time. You'll see tender show up again, not the place to be spending your ad spend. So Google sneaks to exclude these mobile apps. They wasted a ton of money. All right, so search. They did very little with search campaigns. They had brand campaigns running during that time frame, May through August. They spent a few thousand dollars on search what looked to be brand campaigns. Right. However, when we dove in, they actually were spending the majority of the money on non brand keywords. So, so when we looked at the keywords, where the spin was coming from, they actually went ahead and were bidding on faucet sale. Okay. Now they do sell faucets. But this exact match faucet sale keyword had no business being inside of a brand campaign. Your brand campaign should be your brand terms. You want to keep it clean. You want that data to only be your brand terms. You do not want to mix non brand in it. I see time and time again people will use broad match keywords in their brand campaigns and sometimes get that non brand search query data skewing the results of that campaign. It's not what you want. You want brand segmented from non brand. Here they added faucet sale. They removed it before we took the account over, but they spent $2,000 for zero conversions during that time frame on faucet sale. And in fact, if you remember, I'm just using that 120 day timeframe period before we took over just to have this clean sort of comparison here. They spent though, if you go back through the year before we took over and paused this thing out, they spent $4,000 on faucet sale. Exact match. Complete waste of money. Not only that, let me show you then the ad that was showing during that time when they're spending all this money on faucet sale. All right, this is a screenshot from the loom audit that I did for this account before they became a client. Again, I have to blur everything out to just keep the the client's name confidential. What I want to show you though is during that audit loom video I showed them, hey, you're bidding all this on faucet Sale which by the way has generated absolutely nothing from you or for you. And here is your brand ad which their ad copy was horrendous. This is what the headline that showed up all bathroom. What does that even mean? And so I get it means hey, all of our bathroom products. But you're here's faucet sale the keyword and your headline is all bathroom. So their ad copy was just horrendous. And so here that here you have a non brand term that spends 90% of your brand campaigns cost generates absolutely zero of the conversions or revenue and the ad that you're showing headline is all bathroom. How would you ever make that work? Well, you don't and you end up just wasting money like we saw in this account. So with search campaigns brand must be segmented from non brand. Do not mix those keywords together. Otherwise you could end up in a situation like you saw with this account where non brand keyword was inside of a brand keyword and spent majority of the budget converted zero and had an terrible user experience with the ad copy to that keyword does not resonate. So make sure to have proper segmentation within your search campaigns. There you go. Nothing that I showed you is anything over complicated or sophisticated. In fact, we took an account that was previously managed over complicated and we simplified and we were able to increase revenue by 293,000 in new revenue and more than doubled the return on ad spend from a 1.5 to a 3.5. All from reviewing the account structure and changing the account structure in order to better maximize their top products. Taking a look at their search campaigns and realizing you're spending and mixing non brand in your brand campaigns. Your non brand is spending 90% of the budget and getting 0% of the conversions due to the mismatch between ad copy and the keyword and the bid strategy. Their display efforts were supposed to be remarketing but they weren't because they had to optimize and expanded targeting on and they were showing all over mobile apps. So it was resulting in just bleeding money at the display level. Nothing that was shown in this account is anything that you couldn't be doing in your account and changing. I've audited over a thousand Google Ads accounts from $500 per month spenders to billion dollar corporations spending millions per month. The two biggest things that I always see that make or break Google Ad accounts usually is the account strategy and the account structure. In this case they had no real strategy and their account structure was totally broken way way over segmented. As I showed you and we came in now, it was a lot of work, right? We had to do a lot of this analysis to create the strategy of actually just simplifying the account structure down like we did in order to, to get the performance lift that, that we were able to get that all started. This company reached out to us on our website, requested an audit which is free. I personally did the audit and they hired us based off of the loom video that I did on their account. That audit, what I'm breaking down for you guys in today's video is essentially what I did in that Loom video audit that got sent to them. So if they didn't hire us, they had the full loom video breakdown of what I was recommending to their account. They could have done that themselves. They could have hired someone else. We don't really care at that point. However, they decided to actually hire us and sure enough, in 120 days, we transformed their account and transformed their business. So they're a very happy client. Needless to say, in the description, you can go get a free Google Ads audit from our team right now. In many cases, I'm the one actually doing the audits just because I enjoy doing them. I'm going to give you, or a team member will give you a loom audit just like I showed you, similar to breaking down this account and what, and what our recommendations would be to improve your account or hit the goals that you give us and you can do whatever you want with it. And it's completely free. And usually it's a very quick turnaround time, two to three days. We'll, we'll have that ready for you. So do yourself a favor. If you're running Google Ads right now, go hit the link below, go to our website, go get that free Google Ads audit. You never know, it could change the outcome of your Google Ads account like you're seeing from this particular client that came to us. Also, we have a free community for Google Ads. Links below there you can ask questions about Google Ads. Any, any, doesn't matter if it's Performance Max, shopping, search, whatever. You can ask any question. I'm very active in there and our team's active in there and there's a free Performance Max course. There's like 20 plus videos and hours and hours of content and a full notion doc framework of how we look at Performance Max. After making over 50 million in revenue from Performance Max campaigns, the structure of Performance Max and the optimizations that I talked about in today's video that all is in the Performance Max course that I give to you for free. So if you want that, there's a link below to our free school group. It's called PPC Launchpad. The free Performance Max course is in there and if you have questions, you can even ask questions there. If you have questions though, about this video, put them in the comments and I will do my best to answer those. I hope you guys find great value from this. Again, questions, go ahead and ask. If you liked it, please like it. If you if you're new, please subscribe. I've got lots more content in the works. I'm hoping to drop videos once a week. My goal is just to provide the most Google Ads value than anyone else this year. So stay tuned and I'll see you on the next video.