My Exact Google Ads eCom Strategy (14 ROAS) | BEST Google Ads Tutorial for E-commerce

In today’s digital marketplace, leveraging effective advertising strategies is essential for eCommerce success. In this article, I’ll break down the exact Google Ads strategies we use to help e-commerce brands scale effectively. Recently, we onboarded two new clients and saw incredible results. One client experienced a 102% increase in return on ad spend (ROAS), while another saw a 78% increase after spending $16,000. For a third client using our approach for several months, we’ve increased ad spend by 117%, resulting in a 20% increase in ROAS and a 133% rise in purchases. These strategies can make a significant impact, and I’m excited to share them with you.

Overview of Our Google Ads Strategy

Our approach revolves around five key strategies, all built around a primary campaign type, the Performance Max (PMax) campaign. Here’s a detailed look at how we structure our strategy:

Ad Spend Segmentation

Understanding how much to spend on ads is crucial for eCommerce success. We categorize ad spending into different brackets:

• Up to $5,000
• $5,000 to $10,000
• $10,000 to $20,000
• $20,000 to $40,000
• $40,000+

As your ad budget increases, you can adopt a more comprehensive approach to your advertising, allowing for greater ad reach and effectiveness. For example, businesses spending up to $5,000 may find a simpler strategy more effective than those investing $40,000 or more.

The PMax Campaign

At the heart of our strategy is the PMax campaign. This type of campaign integrates various Google advertising avenues into one unified campaign. It serves as the main driver for conversions, helping us effectively manage and optimize ad spending across different platforms.

Full-Funnel Approach

We believe in utilizing a full-funnel strategy, which means we create ads that target customers at different stages of their buying journey. This consists of:

Top of Funnel

At this stage, we focus on creating awareness and generating interest. Our strategies include:

• YouTube Shorts: These short video ads are an excellent way to reach potential customers. The YouTube Shorts market is less saturated, leading to lower costs per click. By utilizing YouTube Shorts, we can engage users in a creative way that captures their attention.
• Demand Generation Campaigns: If video isn’t feasible for your brand, we recommend running demand generation campaigns. These campaigns effectively engage potential customers without needing video content, making them a versatile option.

Middle of Funnel

In the middle of the funnel, we aim to convert interested users into potential customers through targeted campaigns. Here’s how we do this:

• PMax Campaign Segmentation: We separate campaigns into high-demand and low-demand segments, applying the 80/20 rule. This rule states that 80% of your revenue typically comes from 20% of your products. By focusing on these top-performing products, we can create more tailored ads that resonate with our audience.
• Audience Signals: In our middle funnel campaigns, we use audience signals to further refine our targeting. This means we customize our ad copy and visuals based on who we’re targeting, increasing the likelihood of conversions.

Bottom of Funnel

At the bottom of the funnel, our focus shifts to converting potential customers who are already interested in our products. We implement three essential campaigns:

1. Brand Campaign: As competition grows, protecting your brand is crucial. Competitors often bid on brand-related keywords, which can push your organic listings down. We allocate about 5% of our ad spend to a brand campaign to ensure we remain visible in searches for our brand.
2. Top Performing Products Search Campaign: We target our best-performing products from our high-demand campaigns. This allows us to capture additional traffic and sales from users searching specifically for these items.
3. Dynamic Remarketing Display Campaign: This strategy involves linking our campaigns to the Google Merchant Center. When users visit our site, we can display relevant product ads as part of our remarketing efforts. We typically use stacked remarketing audiences of 30 and 60 days to re-engage previous visitors while excluding those who recently purchased.

Tactics for Success

To ensure our strategies work effectively, we implement several key tactics that enhance our campaigns:

Merchant Center Health

Maintaining the health of our Merchant Center is crucial for success. We continuously monitor for warnings or issues and address them promptly to ensure our products remain visible and competitive in Google Shopping.

Product Feed Optimization

Optimizing our product feeds is essential for visibility. We focus on:

• Titles: Clear and descriptive product titles help improve searchability.
• Descriptions: Well-written descriptions provide potential buyers with the information they need.
• Images: High-quality images are vital in attracting clicks.

We often utilize supplementary feeds or feed managers to ensure our product data is accurate and comprehensive.

Product Reviews

Encouraging product reviews is another tactic we leverage. Positive reviews enhance our credibility and can significantly increase click-through rates. When customers see favorable reviews, they are more likely to trust our products and make a purchase.

Previous Purchaser Audiences

We utilize existing customer data to create targeted lists for our campaigns. This means we can effectively re-engage customers who have previously purchased from us. By integrating this data into our campaigns, we can increase the relevance of our ads, driving more conversions.

Campaign Structure

Maintaining an organized campaign structure is essential. We follow the 80/20 rule when structuring our campaigns, focusing on our most profitable products.

Asset Group Testing

We regularly test different asset groups to determine the most effective combinations. This includes testing audience signals, interests, and product categories to find the best-performing configurations.

Selective Product Advertising

Not every product needs to be advertised. Based on performance data, we focus on promoting our most profitable items. By analyzing our product offerings, we can identify which items generate the highest return and concentrate our efforts on those.

Conclusion

Implementing these strategies and tactics can significantly improve your Google Ads performance for eCommerce. By understanding how to structure your campaigns effectively, segment your ad spend, and optimize your product listings, you can achieve remarkable results.

If you want to explore these strategies further or learn how my agency can help you optimize your Google Ads campaigns, feel free to check the link. Thank you for reading this article; I’m excited to see how these strategies can benefit your e-commerce business!