How we achieve 800% ROI in a Google Shopping Campaign

How we achieve 800% ROI in a Google Shopping Campaign

800% ROI Google Ads

Google Analytics Results & Metrics

Hey guys today, I wanted to just share with you how I can achieve eight or even 9% on the new performance max campaigns, rather than just following the guidelines that Google ads give you. I do a few little tweaks to outperform the market and use what we have to get the best results. Because most of the time, Google ads just give you a generic template.

You kind of follow the steps. You add the images, you add everything that you need, but adding the correct feed, making sure that those, um, feeds are optimized, what spending the most money that might not be giving you the best return on ad spend. So currently I get a good ROI on this new campaign and I’ve segregated it. So it’s perfect for the performance max campaigns. So here I am in analytics and I just wanted to show you this just so it could go over this, um, analytics first and foremost, I’ll just make this bubble a little bit smaller.

Okay. So as we can see here, we’re in the acquisition of Google ads. So it’s displaying here, the campaigns that I have set up over the course of the last 12 months. So this is a feature I’ve been adding to my channel. I’m showing this music shop and the progression and how it doesn’t just take a flick of the switch before you find the sweet spot. A lot of videos out there are showing are how I made 9% or 900%, uh, think that in Google ads, it actually says 900%. But, um, I just like to use generic terms that people understand and don’t think that that’s just ridiculously crazy as to achieve 900%. Um, the other thing is you always see people saying that they spend $5 and they achieve, um, a thousand dollars. And even though this is possible, um, they just show you what you don’t want to see.

Uh, all of the other stuff that they’ve done in order to achieve that. So I’m going to show you what I’ve done in the past to achieve that. So here we are. If I scroll down, we can see our Google ads, campaigns that were set up over the course of the last 12 months. Now I did do a standard shopping, um, in between here. As you can see here and I created a few now I really want it to give standard shopping one last chance before I disregarded it completely.

And I found that the results, even though I have a really good tiered three-way system, that I’ve actually made a video on. Um, or maybe I haven’t made a video on that, but it’s a really good system, uh, especially for OJI, Google ads, uh, shopping campaign specialist. But, um, I’m finding that the smart shopping and now the performance max shopping is just doing what Google wants. They want you, to go a certain way. It’s kind of like how, um, you know, you have to follow rules in life and society and whatnot.

So it’s basically the same thing. And I don’t mess around with Google, uh, especially where my client’s money is at stake. So as you can see here, we’ve got a music specialist, smart shopping. Now this is the campaign I was running most of the time and I was achieving really good results. And then I noticed that it started to slow down. It became quite expensive. Google always tells you to put more money in, um, and also tells you to put in a percentage of your return on ad spend, which is probably not the best thing to do.

So I stopped chatting about everything now and I’ll move on. So let’s go over to the money side of things and the percentage side of things you can see here, the return on ad spend from this campaign, which is the smart shopping campaign is 3.5%. Okay? So it’s not too bad. We’re getting our money back. However, there are generally margins on products. Um, I think this store, in particular, is between 30% margin to, I think, 60% margin. So depending on what they sell, that’s probably not the best result. Now, if I narrowed that down as to, um, six months prior, I believe that that was up around 6% and the client was very happy with that.

Uh, we’re making money and the, uh, the expense wasn’t too bad. So let’s have a look at the expense now, so you can see here, Google ads costs. So $16,000 was spent in the last 12 months on this campaign. And here are the conversions. So that also means add to cart and possibly contacts and things like that. But I think this was set up to be entered their card details added to cart and also purchased. So that’s a combined total there. And then with that Google ads costs, you’ve got your total revenue. So almost $60,000. So it sounds pretty good if you manufactured this yourself and you had say an 80% margin on the product, that’s an excellent result. However, these are guitars and drum kits and things like that that do not have that much of a percentage, uh, profit margin. So then we started to do shopping high shopping, medium and shopping low.

It’s not coming up because it didn’t even get to there. Um, generally you do the shopping high. So it’s at the top of the funnel. And basically that’s all the keywords, all the, all the products on your website. And then they filter down and I start to tweak them and, um, raise my bids, lower bids, exclude products, including products. And when they filter through into the medium, you start to see, okay, well, all of these product highs, so it’s quite expensive to begin with, but then it filters down to the medium one because people are buying these products. So they all go into the medium and then the medium, the winners out of the median think going into the low. So it’s a really effective tiered system. So I’ve had to change the game with what I’m doing now. So that’s what I was doing. Then I did the smart shopping. The results were pretty good. Um, I did a similar tiered system, but I kind of categorized the products and also, um, the actual, um, categories themselves. I started to put into segregated areas. Now along comes performance. Max. They say that we have to change over to performance max.

Uh, I’m assuming this is, so it goes across all of Google’s products and things like that. I don’t think it necessarily means that it’s going to, um, display everywhere, but I just think that they want to tick the box to say, okay, well maybe you do have a product that will do well on YouTube. Maybe we’ll have a product that we’ll do on this random website and so on and so forth. So I’ll just show you to the percentage of this. So I set up a campaign with this new performance max and I called it smart guitars.

So a segregated, campaign completely for guitars because guitars is probably the biggest seller on the site. And I was thinking to myself, we’re selling everything down to drumsticks, which are probably $15. Some guitars are about six grand and some guitars are about $200. Right? So what I started to do was put in the higher ticket guitars into a category and created its own campaign. Okay. So created its own campaign called smart guitars. So it is a performance max smart guitars campaign with all of the guitars on the site that are above. I think it was above $500 because that just helps the ROI. Doesn’t it? I mean, if the price, the ticket is higher, then it’s going to be a better ROI if the campaign does well.

So as opposed to selling a thousand drumsticks and your, you know, your margins, you’re only making, uh, let’s say $5 per set of John sticks. Um, it just doesn’t make sense. You are selling a lot, but it’s very low ticket item. You have to sell thousands and thousands to see profit with that being said, that’s not a bad thing because I always like to say to clients that if you do have your, um, a lot of sales coming through and the ROI is not fantastic guests, what else you’re getting, you’re getting their email address. You’re getting their details.

You’re able to do your email marketing after that. And you’re able to capture them. You’re able to remarket to them. There are so many different things that happen when someone comes through to your website and makes a purchase. So let’s go over to this marketer. That’s following along here and here is the smart guitars campaign and here’s the smart drums campaign. And here is our, excuse me. So I did do this smart campaign and it told me to transfer it to performance max, which I did. I did exactly what Google wanted.

So Google helps this campaign go even further. So this smart campaign actually transferred into this smart Qatar’s performance max. So as you can see here, it’s mark guitars and performance max smart guitars. So all it’s done there is converted into a performance max. So let’s have a look at how it’s doing. It’s cost us $954 and 53 cents. And then over here, the revenue was 8,429. So it’s only been going for a little while, but look at that return on ad spend it’s 8.83%. Now that’s a fantastic return on ad spend. The client is over the moon. Uh, sales are a little bit slow across the board in general, at this moment with all of the fear-mongering going on around the world, but this, this is still performing. Um, and I’m absolutely loving it. So what I did is I, when they started to work with the smart guitars, which the ROI is pretty good, 7.38, it’s actually really good. Um, that started to work and I thought I’m going to do a smart drums one now. So that was just a dummy. And we actually sacrificed the rest of the products to learn as much as we can in order to grow the, uh, the website holistically. We want all of those products to be found eventually, but to just do a shotgun approach, which is the old school approach that I was talking about with the funnelling. Um, awesome.

But evolution is key and Movimento es Vida, as we all know, movement is life, and we need to keep moving with the times otherwise we get left behind. So I’m always on top of these things, and I’m always telling my clients that I’m on top of it. Don’t worry about it. I’ve got this, I’m obsessed with this. It will work. You will make money. So as you can see here, we haven’t even raised the budget on this one, but there we go.

There’s your, um, your ad spent, um, and there’s your revenue now? The smart drums campaign, uh, come in later. And I believe there should be a performance Max smart drums campaign as well. For some reason, it’s not getting filtered through, into this section here. So, um, I believe it hasn’t actually transferred the data over to performance max yet. That’s probably what’s happening.

Google Ads Segregation

Okay. So we’re over in our Google ads account now, and I just wanted to line it up. So then you know that I’m not lying. There are a lot of people out there, as I mentioned, that are making up Porky pies. But as you can see here, the cost of the ad, um, over the last 12 months, however, it hasn’t been running for 12 months, but we’re lining it up with the other data. So you can see that that’s 365 days. And then here, you’ve got the cost, which is 9, 6, 6, and then here, Google ads costs are performance max marketize 9 5 4. Now that’s obviously lagging because this is Google analytics and this is Google ads. So the Google ads will get the data. First. Obviously, this is where we’re running it from. And then that will feed into Google analytics. Now, as you can see here, we’ve got Music online store and purchases. So this is a Google conversion, and these are imported from Google analytics. I feel that this is super important because then Google understands a little bit further as to what you want to achieve. I do want ads to cart. I do want people to add their credit card details, even if they don’t purchase. Because like I said before, I’m capturing that data. I’m able to remark it. I’m able to do so many things with that. So that is probably like a half sale. In my opinion, we can capture them back. We can do email marketing. If they’re subscribed. There are so many things to capture that person can give them discounts, whatever you want to do. That’s another story. That’s digital marketing 1 0 1, but as we can see here, we’re in this campaign, this is the performance max smart guitars. And you can see here that it’s, um, that’s the cost. Okay. So look at the target. Our row asked that, um, Google is actually suggesting, now I do put on automated, uh, suggestions at the moment. I don’t think that it would do 40 1400%. Now that would be 14%. If we were looking before how we were getting about 8% in Google Analytics, this is saying that we’re going after 14. Now I will change this. I’ll bring it down a little bit. I still believe that we’re in a phase where we need, um, to crunch as much data as possible.

Don’t want to leave anything out. And I think that’s a little bit aggressive from Google. And over here, you can see it’s gone to 52% on this new campaign, which is really actually, it’s actually quite bad. So what I believe happened is I didn’t switch off the automated suggestions for this one and I have for this one. Okay. Because I just want to get as much data. I want this to be actually zero. I don’t want to set a target yet. This one, I’ll probably pull this down to eight or 800%. Um, because that’s what we’re achieving right now. So if we’re we’re achieving that sales won’t change. However, there were two sales today from this campaign, uh, which was about two grand.

Um, so I mean, maybe I should just keep it, but anyway, I will do this, this, I believe that it will not be the way so smart guitars will click into this campaign. I show you exactly what I’ve done. Sorry. It’s a little bit slow. Okay. So let’s just have a look at the, um, we’re in this feed here, we’ll go to products and you should be able to see the products load up extremely slow.

Okay. So one thing that I do suggest is when you come through here and you see your products and how many clicks you’re getting, this is over the last 365 days. You can also click this columns button and you can go to conversions and add your conversions. Just apply it down the bottom. Now you can see here, this one, in particular, I know that this is popular. This sells all the time. So this is in my campaign for guitars because it’s over that $500 mark. But then there are also some things that I just thought I’m going to throw in there, like a foot switch, foot pedals for guitars, because they sell like hotcakes. They sell so many. And I think it’s just one of those products.

See this one, in particular, has two sales, just from a Google analytics, uh, adds a cat, but the SEO that I’ve set up, they sell so many, I’ve got I’m in the first position for foot pedals boss or both. However, you want to say it, boss. I think it is, uh, foot pedals and they are just smashing it in terms of their SEO, and organic sales. So as we can see here, performance max, these are all the products and you can, um, you can basically exclude a lot of these products as you go along.

So we’ve got the smart, um, Qatar’s campaign. And then you can see your assets, group listings, group, and extensions here. So click on listings group, and you can see here that these are the groups that I’ve actually set up, that you can segregate. I can segregate this even more by adding a subdivision and choosing whether you want it to be a branded subdivision, which doesn’t make sense in our shop, but there are so many different things. Condition is probably item ID would be the best one.

Yeah. So can add all of these as a subdivision and make sure you scroll down to the bottom and keep scrolling because sometimes they populate a couple more. You can actually add all of these and refine it and that’s going to be my next step. But at the moment, I don’t want to tamper too much with it. But if I did add this, let’s just say I did, I’ll cancel it. It will come under, uh, here, right? As a list and how all of those products would those item IDs there. It will also show me the impressions, clicks cost CPC.

And what I can do is I can actually exclude the expensive ones that aren’t converting or selling. And I can just keep the ones that I do want in there that are obviously selling. So I like to run the campaigns for at least three months before I start to, um, to start to refine that on that level. But, uh, as you can see, that’s how you refine it. All of those products get pushed through and they are all guitars. So as you can see here, we’ve got our products and your products will be in the product group. It sounds really ex uh, difficult, but it’s actually not. And then as you can see here, I go over to the smart drums. You can see all the drums, they’re just all drums.

So I created a campaign that only shows the listing groups that involve acoustic drums and things like that. So if anything else does pop up along here that I’m not happy with, I’m probably not happy with this. I don’t, I don’t think I really want to sell music books. Um, it’s only getting 33 impressions, so would just leave it for now.

It might be a diamond in the rough, but electronic drums. Yes. I do want to sell this. This is really important. Um, but as you can see here with the impressions and you can always click this to see what is getting the most looks so, as you can see here, right at the top, this is probably the key point right now is that you’ve got edit subdivision.

Now I’ve created this subdivision with all of these products in there, but if I click edit, it should show me. Yeah, it does. So if you scroll down, you can see all of the other products that we have in the shop. However, I’ve only selected drum things. Okay. So you’ve got to make sure that you go to product type.

Okay. And if you want to guitars in this campaign and want to have a drum and guitar campaign, you just go guitar and search here. And then as you can see here, you can add these groups. But the key is to keep these, um, campaigns segregated. So basically every single category on the site, I will eventually go through and put them on there and test them.

It doesn’t mean that I will get amazing ROI, but at the moment I just did it with the highest ticket products. It’s just to give the client a lot of bang for their buck because they’re paying for our service and the Google ads. And that’s probably the most effective thing. And that’s most, uh, they call them quick wins in marketing, but I like to call them sustainable wins because we’ve already figured out that your highest ticket Items are selling and they’re selling for fun. And your ROI is fantastic and you’re making money.

You can put food on the table and we can grow from here. So, um, that’s how you add them to your campaign. You create segregated, uh, groups. And if you did want a video on this, please like subscribe comment. I will do a video on this if you’d like because I believe this is the way to move forward in 2022 with the performance max campaigns. And, um, yeah, feel free to drop me a line. Cheers.

Ryan Griffiths
Author: Ryan Griffiths

Ryan is an Australian Digital Marketing Specialist and the director of Geek Media. With a main focus on SEO and Paid Ads such as Google PPC and Facebook/Meta Ads. He has grown multiple e-commerce brands into 6 figure companies.

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