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DTC POD
#342 - Google Ads for Growth: How to Build, Test, and Scale Campaigns
Speaker
Blaine Bolus
Speaker
Shri Kanase
00:00 Join our new Slack community for D2C founders. 05:26 Most brands have some Google Ads presence.
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“This is a space exclusively for D two C founders and operators to connect, share ideas, ask questions and support each other.”
“So what that means is if you're selling dog shirts, for example, or cat shirts instead of just going after maybe people who own a dog, who also love shirts, you want to go after dog lovers in general or cat lovers in general.”
“Because if you right off the bat, just go after like a performance maximum with crazy high target roas values or target CPA values, what's going to happen is these performance max campaigns are designed to maximize performance. If you have zero performance within your ad account, what are they going to maximize? Right? There's nothing to maximize.”
“Instead, you want to go with a broad approach, which means doing keyword research and adding 510, 20 different keywords to your product titles and descriptions. When you keep things broader, that's when the algorithm notices these keywords as they cross through your landing pages and they cross through your product feed, and then it's able to then kind of get an idea of what you sell based off of that.”
“The Google Ads algorithms crawls through your landing page and reads the description to note these keywords. So the more keywords you have, and again, making sure they're broad, that's when the algorithm notices these keywords as they cross through your landing pages and they cross through your product feed, and then it's able to then kind of get an idea of what you sell based off of that.”
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It's super intuitive, powerful and customizable. Plus the whole thing is powered by AI, so your teams can spend less time on tedious, time consuming stuff and more time on developing relationships. Also, no one likes a clunky platform that takes months to onboard onto. But getting set up on Saleshub is really quick and easy. It's free to get started. The pricing will scale with your business, and with more than 1300 integrations and add ons, you can tune it to your exact needs. Visit HubSpot.com sales to start selling with sales hub what's going on? DTC pod today we are joined by Cherie Kanase, who is the founder of Euro marketing. So, Cheria, I'll let you kick us off.
Really excited for today's convo because I know offline before we started, we're chatting a little bit about Google Ads, how brands that are, you know, a million dollars and above, how they can think about really scaling out this channel. It's, you know, one of the big channels to grow on. So why don't you first give us a little bit of background about yourself and then we'll dive into everything, growth and Google Ads.
Yeah, of course. Well, first of all, thanks for having me here, but a little bit more about me. My name is Sri Konase. I started in e commerce back in 2017 with my own e commerce grant. That's how I initially got into the Google Ad side of things, the Facebook ads world and whatnot. Flash forward to 2020 2021, when a lot of Facebook ad account suspensions and policy violations start to happen. That's when my own e commerce brand ended up getting destroyed because I was so reliant on meta ads on TikTok ads, anything besides Google Ads. So that was kind of the turning point for me personally to just go all in on Google Ads.
That's when I transitioned my own e commerce brands to just fully focusing on Google Ads. And right now I do run an agency, but that came on later in 2022 after I had really wasted my own money, learned my own strategies to find out what's working versus what's not working with Google Ads.
Awesome. So why don't you give us a little bit of a background then about, you know, you start the agency. What kind of brands do you typically work with? Like, um, you know, who comes to you, what's your team set up? Like? Just give us the whole run out of.
Yeah, usually it's a very kind of broad approach, but we work with any type of ecommerce brand that sells legal products. And the reason why I say this is because with Google Ads, the main thing to make things work for any commerce brand, it's not just the niche itself. Rather, it's the average order value. So if you sell products which are basically legal, doesn't matter if your average order value is $20 or $500 or 5000. There are working strategies and working approaches which can be taken according to that. So that's usually the brands kind of which we like to work with. Now, in terms of my team, we have a total team size of seven. However, any e commerce brand we work with, it only comes with me, along with one other team member who works on the brand itself.
Because I personally don't believe that any brand out there should be working with an agency. That just makes you a number on the screen. There's a lot of agencies out there, super big, 5000 thousand different people, but all you end up becoming is a number on their roster, which is something you never want. So this is why really, we really prefer a boutique kind of approach to anybody, for sure.
And, and one thing that I'd kind of love to talk a little bit about, um, with you guys. Cause like, you're saying you're working with that business, every business is a little bit different from each other. What's your typical approach? Right. Business comes to you. Um, you guys want to figure out a plan. Like, how do you guys approach what a, you know, a good Google Ad strategy should be? Are there brands that should be advertising on Google? Are there brands that shouldn't be advertising on Google? Should every brand be on Google? Like, how do you think of it? How do you evaluate it when, you know, when you're, when you're onboarding a new brand.
Yeah, that's actually very interesting because unlike Facebook ads, unlike TikTok ads or any other ad platform, Google solely works off of search volume. So if you sell a product and there's even ten people searching for it, you should be on Google, period. It doesn't matter what your conversion rate is, it doesn't matter how many people you end up getting, because the search volume is the crucial key to really making Google Ads success for your brand.
Perfect. And then let's assume that there's good search volume, there's search intent around whatever we're selling. Like, what are next steps? Like, let's keep things really actionable when you, when you're getting an account set up right. You know, talk to me about the brands that come to you. Are they typically brands that are already, like, running a Google Ad strategy and they are, you know, trying to kind of take it to the next level? Are they brands that have just dabbled with Google Ads? Are they brands that have not been on Google Ads and have been strictly relying on meta? Um, I'm just trying to get kind of a feel for how, how you work to get brands, you know, doing the right things.
Yeah, usually it's actually a very big mixture. We, because we work with the brands doing a million dollars a year or more. About 80% to 90% of the brands already have some kind of presence on Google Ads where they have, even if it's not a great strategy, they have something that's running and serve something that's potentially work. The other 510 percent of the brands are usually those brands which have zero presence on the Google Ad side of things. But once these brands have found out that there is enough keyword search volume, it's that about starting from the ground up with Google Ads. I see, I still see so many ecommerce brand owners out there who believe majority of the success comes from just clicking buttons within the Google Ads account. Because technically that's what works with meta ads. You need the right kind of campaign strategy, the creative, and then it works.
Unlike meta ads, unlike TikTok ads, Google Ads is very different because your true success, it's not found on the campaign side. You could be clicking buttons all day and night and your brand still would fail to scale to the next level. Real scale with Google Ads comes from the ground up, the foundation of the keyword search volume. That's one part of it. But the other parts of it include things like the product feed. How good is your product image versus your competitors? Because keep in mind with Facebook ads. With TikTok ads, you are basically forcing somebody to stop scrolling on their Facebook newsfeed, stop them from watching their cat videos to look at your ads and to buy something from you. Whereas with Google, your competitors, 510 50 of them are right next to your own ad on Google, at least if you do shopping.
So this means you need to make sure you're creative on Google, which is the product image title, what you do in the Google Merchant center, if you have reviews or not, all these are basically the opposite of your competitors. From here is where you build that strong foundation. And when you combine that with the right keyword search volume, when I say right keyword search volume, it could be anywhere between 10,000 to 10,0000 and above. Because yes, you do need a decent amount of search volume to make some drastic impact from Google Ads. But once all of these things come together, that's when Google really starts to kind of take off in with any brand really perfect.
And let's talk about a couple of things you mentioned, including, you know, keywords and strategy around that, right? Like brand. Let, let's talk about a brand that's just getting started out, because I know you guys, like, typically work with like a million dollars plus, and we'll definitely talk about that. But imagine someone's just launching a brand, right? They're spinning up their first Google campaign. They're like, you know, I want to be advertising on Google because, you know, I know there's already search intent around my keywords. A couple things, like you said, they're like, I think my brand is different from the competition. So if I rank for a couple of these keywords, we're going to do really well. What's your advice to someone who's just getting started out, right? Is it like, what type of campaign should they run? Can they target just a particular keyword? Are they showing up in, you know, in the, like, traditional results? Or do you recommend them being in the shopping results or both? Like, imagine walk us through, like, you know, a founder who's, like, hopping into the Google Ads platform for the first time. What's, what's that first campaign they should be setting up if there's, like one hero keyword that they want to go after.
What now? Do I start with my own, like, you know, just a keyword campaign, or do I, you know, let PmAx rip for broad match? Like, what do I do?
Yeah, that's a great question. And this is where so many founders kind of get stuck up on. They want that perfect approach that perfect strategy which goes exactly after their right ideal audience right from the beginning. Unfortunately, that's not how Google works. Because unlike Facebook ads, unlike TikTok ads, where you have interest targeting, with Google, there's no such thing as interest targeting. You can't just go inside a campaign and say, hey, this is my interest. I want to target all dog lovers or cat lovers and then magically the algorithm just goes after them. So because it's a search based platform where users come to you first by doing a search on Google, you need to keep things broad, especially in the beginning.
So forget that one individual keyword, forget that one ideal audience. You need to broaden up your approach as much as possible. So what that means is if you're selling dog shirts, for example, or cat shirts instead of just going after maybe people who own a dog, who also love shirts, you want to go after dog lovers in general or cat lovers in general. And with Google Ads, this means not really going first after search campaigns, although they can work extremely well, but rather keeping your efforts focused more on the shopping side of things right in the beginning. Like performance max campaigns, like standard shopping. Ideally, if you have no data within your Google Ads accounts, it's always better to go with a manual bidding based approach using these shopping campaigns. Because if you right off the bat, just go after like a performance maximum with crazy high target roas values or target CPA values, what's going to happen is these performance max campaigns are designed to maximize performance. If you have zero performance within your ad account, what are they going to maximize? Right? There's nothing to maximize.
So it's about taking a manual bidding based approach, starting with maybe low bids. Forty cents, fifty cents. Again, these are arbitrary numbers. It depends on your niche and your average order value. But from that manual bidding approach, then letting the campaign get some data and it doesn't have to be profitable results. By the way, in the beginning, if it's unprofitable, that's fine. It's all about testing initially, that perfect bid to find out where you get some initial momentum. Once you start getting that some initial momentum, that's when you can then start expanding into smart bidding via performance max and whatnot.
But initially, you want to first really make sure that product feed is strong with proper keyword research and proper keyword strategy. When I say proper, I'm just referring to using number one, the most relevant keywords to what you sell. Number two, keywords with decent search volume individually, so more than 10,000 each keyword search volume or at least 1000 bare, bare minimum. And then number three, when you search up that keyword on Google, do you actually see other competitors selling the same product or in the similar niche as what you want to sell, or is it something completely different? Because if it's not relevant, then you're going to be getting the wrong audience and that's going to lead to a big kind of going in the wrong rabbit. Holistic.
Yeah, and one question that I had just to follow up. So you said, did you say you don't want to go after the key, just like individual keywords starting off and you want to go for like broader match or you do want to go after the individual keywords?
So when I say don't go after individual keywords, I mean don't launch like a campaign, like, for example, search campaign targeting just one individual keyword or a select few individual keywords. Instead, you want to go with a broad approach, which means doing keyword research and adding 510, 20 different keywords to your product titles and descriptions. You don't want to have that many for the product titles because there's a character limit. But the more you have, the more keywords that are relevant and especially within your descriptions, because the Google Ads algorithms crawls through your landing page and reads the description to note these keywords. So the more keywords you have, and again, making sure they're broad, not going after dog lovers who also like shirts, for example, but going after just the keyword, dog lovers in general, because it's much broader. When you keep things broader, that's when the algorithm notices these keywords as they cross through your landing pages and they cross through your product feed, and then it's able to then kind of get an idea of what you sell based off of that.
So that, so that's actually really interesting. So basically what you're saying is even if I say, oh, wow, I found my keyword, I know the people searching this keyword have really high intent for my product. There's 10,000 searches for this keyword. You're saying don't just go for just that keyword because Google isn't going to, like, figure it out the right way. So instead you should, you know, have that be one of your keywords, but also go for a broader match. So Google can kind of figure out buying intent and all this other stuff. Is that. Is that right?
Yes. Because think of it like a fishing net, right? The smaller your fishing net is, you're going to get a little bit of fish. It might be what you want, it might be not what you want. But the moment you expand your phishing net size, the moment you make it bigger, sure you're going to get some trash in that fishing net, but at the end of the day, you're going to have much more fish and much more volume within that net. Right? Same thing here. Although you know that that individual keyword is exactly what you want. There might be 50 other competitors. Like maybe all your competitors are also targeting that keyword.
And if you're just a brand new brand and you have a competitor who's Amazon or the size of Amazon, well, there's no way you're going to get anything from that because that brand probably has been going after that keyword for months and years with millions of dollars of ad spend to back it up. Right? So you cannot just rely on an individual keyword. That's why you got to keep things broad, let the algorithm narrow it down for you, and then when you get some results, then you can start narrowing things down.
Awesome. And then could you explain, like, you know, how long should I, should a brand expect for one of these campaigns to take to, like, learn and optimize? Right? Like, imagine you're a founder. You start, you launch your campaign. Um, you know, your Google tells you, hey, we think that if you spend x amount of dollars. Cause I know right now, Google Ads has this thing where if you sign up, you know, you spend 1000, $1,500 in your first however long, they'll give you $1,000 in ad credits, stuff like that. Um, so imagine you're a founder, you're like, oh, that's sweet, I want to dip my toes in. I want to get spending. I think Google also tells you, oh, here are your key words.
We think that if you bid x amount or spend this amount per day, you'll be able to move this amount of product. It looks really good, right? And then imagine you do that, and then, you know, Google's like, we're serving, we're learning, and, like, you're not getting conversions. How long, how long should a founder, like, expect that stuff to be happening before Google really starts to figure it out? Like, what budget are we talking? How much should you be spending per day at minimum? And how long does it take to, like, for these campaigns in Google to, like, really optimize?
Yeah, well, first of all, if you're just starting out with Google Ads, your brand new founder, first thing you want to do is close all the recommendations from Google, because those recommendations, they're designed to make Google Ads more money. Most founders don't realize this, but Google Ads is a business. They want your money and the way they do it is by recommending increase the budget, spend more here, bid more, etcetera. That's always what they will say. You want to not listen to it at all because it's going to lead you down the wrong path. But in terms of expectations, what to expect? Keep in mind if your ad account is brand new. Zero data. Google initially goes through something called the warm up period where because Google Ads is a search based platform, it's not a platform where you do interest targeting.
It needs extra time to even figure out if, number one, you're a real brand and you're not some scammy drop shipping store. Number two, what products you sell. Number three, it needs time to crawl through your landing pages and whatnot to understand your ideal keywords and whatnot. But this takes time. And usually you can expect maybe the first one to three weeks where you don't spend a single dime on your campaign. Even if your budget is a million dollars a day, you'll notice that it struggled to spend any money at all. It might send a few spends few cents a day. This is normal.
It's because it's going through this warm up period. But once that warm up period is over, that's when it rapidly starts to ramp up your budget. Because Google is smart, it doesn't want to just waste your money initially, especially if you have some sort of smart, smart bidding based campaigns going on. But once you have that going on, what you want to know is the more your budget is, the better it is. Ideally $100 to $500 a day. And this depends entirely on your average order value, because let's say you run a very high ticket store, your average order value is 5000. If you run a campaign at dollar 100 a day, you can spend maybe 2000 to get a sale. Well then you're going to wait a long, long time just to get that initial sale.
So you have to keep that in mind. What is your average order value? What is your break even cost per acquisition you want to go after? And from there, you can work backwards to figure out your budget bare bare minimum. Nowadays, I recommend 100 to 500 a day. Once you have that campaign running though, and once that warm up period is over, that's when you can start to really look into the campaigns every seven to 14 days. This is kind of the optimization period, which we still use. Doesn't matter how big the brand is, seven to 14 days is the sweet spot. Do it any quicker and you end you basically risk completely destroying the momentum of your brand and your ad accounts. Because keep in mind, Google Ads is a search based platform.
It has to deal with millions of keyword searches every single day. It's not like Facebook, where it's just one interest that's going after a select few. So keeping that in mind, optimization schedule is very important. Seven to 14 days is ideal regardless of the budget. If you wait too long, then what will happen is you're not giving the campaigns enough insights to know if it's performing well or not. There's two things you need to be keeping in mind during this process. First is you need to be rewarding the algorithm when it's doing well. Second, you need to be punishing the algorithm when it's not doing well.
And this happens during the seven to 14 day period where, for example, it's not performing well. You have some bad products in there, you punish the algorithm by completely excluding those products from there. Or maybe if it's doing really bad, maybe lowering the bids, maybe adding more restrictions or lowering the budgets. These count as punishments in the algorithm's eyes, and it will actually force itself to perform better. On the other hand, within the seven to 14 day period, if things are going well, you can maybe reward it by increasing budgets, by lowering restrictions. So it goes both ways, but ideally, seven to 14 days is ideal.
We are really excited to announce that DTC Pod is officially part of the HubSpot podcast network. The HubSpot podcast Network is the audio destination for business professionals, and we're really excited about being part of the network because we're gonna be able to keep growing the show, bringing you guys amazing guests, and obviously helping you guys learn from the best founders, marketers, and builders of the most successful consumer brands. So anyway, keep listening to DTC pod and more shows like us on the HubSpot podcast network@HubSpot.com. podcastnetwork. So that's really interesting. So could we just go a little bit deeper on what you were talking about? About like, the signals that you can send to Google? So you said that you are rewarding the algorithm when you're like opening up budget, increasing budget, adding more keywords, that sort of stuff, and you're penalizing it when you were, when what? You were reducing budget, taking keywords away, like reducing ad sets, like what, what qualifies as punishing versus rewarding?
Yeah, absolutely. So again, going back to what I said earlier, Google Ads wants your money, right? That's the main business model of Google, to tell you to do things to spend more money. And punishing the algorithm is in a way punishing Google Ads by not giving it the money it wants. Right? And we do this by first of all, lowering budgets by maybe ten to 20% every seven to 14 days if the campaign performance is terrible. We also punish the algorithm by excluding the bad products from those campaigns. Because this is a punishment. Because sometimes what ecommerce brand owners will notice is the bad products are eating up majority of the budgets. This happens especially if that bad product has a lot of Windows shoppers.
You know, maybe your product image is not good enough, but people are interested, but it's just not purchasing. Because one of these things, the product image is not good enough, the landing page experience is bad, et cetera. What you want to do is punish the algorithm by removing that impression share. It's giving to that bad product. Because keep in mind, every impression you give to that product, every click it gets, Google charges you for that. And when you take that out, Google is like, hey, maybe these are not the type of products we want to go after. And then it completely switches up its approach. Right? And then third way to punish it is by adding restrictions.
So let's say you have a target roas that you want the canvas go after, which is 500%. Google is not achieving that. What you can do is you can add a little bit more restriction to it. You can make the roas a little bit higher. And this usually what it does is it forces the algorithm to then stop spending as much money and just focus on profitability fully. Or if you're running like manual bidding, for example, you can lower the bids. If it's 50 cent bid and it's not performing well, make it $0.40, it's going to bid lower, it's going to be a little bit higher quality, and that could lead you to more profitables. Wow.
Okay, that's really interesting. Now I want to talk about some of just the differences in where Google can like serve ads. Right, so how do you think about it? Are you traditionally, are you just going after like the shopping results that are like, you know, sort of product focused or in DC, do you see brands also going after like just the traditional SERP results, like the web results where, you know, in terms of placement, what, what do you see performing for your clients and where do you want those ads to be showing?
Yeah, great question. So majority of the brands we work with, and when I say majority, I mean like 99%. Basically there's three different placements we like to go after initially and master and become the best at before we expand anywhere else. Number one is shopping. Number two is search and search. Placements include things like brand search, which is just going after your brand keywords, and also prospecting search, which is completely cool traffic. Third placement is YouTube. Believe it or not, YouTube nowadays is really picking up, especially for those brands which have already winning creatives from Facebook, TikTok, etcetera, YouTube is the place to be.
But these three placements, once you get going on this, once you gain enough momentum, this is going to allow you to then start wasting money on other placements. And I say wasting because placements which are display traffic based, like display campaigns, demand gen, all these things, they're not designed to make you money. They're designed to increase your brand awareness. And you don't want to be increasing brand awareness initially if you don't have any profitable results to begin with. Right? So three placements, shopping, search, YouTube, these are the ones you should be after. This is enough to get you over seven and even eight figures per year in revenue.
Yeah, I think that's that. I think that's a great call out. Um, I'm actually curious because all the things that you just mentioned, that like each one, Google shopping versus Google search versus display versus YouTube, the assets you would need for those are like all slightly different, right? And I know if you go through the onboarding into Google Ads, you'll like throw in a bunch of your images, or like, especially like, if you just set up Pmax. So Pmax will be like, hey, give me logos, give me images, give me creative, give me videos, give me text, give me ideas. And then Vmax starts to kind of like assemble all your different ad sets for their, their different properties. But like, how do you think about it? What type of content do you want to be providing for Google? Can you just take your same ads that you created that you saw performing on meta and like, put them over? Do they need to be reformatted? Is there a certain type of, you know, creative that you want to be using that, that you see performing well? How do you think about it from a creative standpoint? Do you think about it? Do you create specific assets for Google where you just kind of recycle what you've got from across your stack, or do you just like Google, do its thing?
Yeah. So personally, as an agency, we don't create these assets for the brands we work with. It's the brand's responsibility to create these assets. And the reason why is because every brand, it knows its audience the best. They already know what's working for them because they are in direct relation and connection to the customer itself. But in terms of the creatives, what works versus what doesn't. Of course, for performance Max gimmicks, you're going to need to have different image sizes, you're going to need to have different videos, logos, etcetera. That's a given.
It should all be based around what's the highest quality kind of product image, or just a general banner image which has ideally worked in the past on different placements or just in general. Those are the, some of the ones that do the best. Now, in terms of YouTube, what we have seen in terms of creatives is UGC styled content and anything that's below, like 30 seconds to a minute long. Shorter videos have been proven to work extremely well on YouTube. Especially those are testimonial based, especially those where it's showing your product and use. These are the types of videos to be using on YouTube ads, and they can actually even work well with the performance max out.
Awesome. And then let's talk a little bit about, a little bit more about YouTube. Right? Like what are you seeing? Are the shoppers that are coming from YouTube, are they on mobile, are they on desktop? You know, what are you creating specific, like you said, are you just, are you strictly seeing YouTube work with these like short form UGC style videos? Are you seeing other sort of creatives? Maybe like statics or other things like that work on Google that are more like inline? You know, what's working in the world of YouTube for consumer brands?
Yeah. So the good thing about YouTube, it's very, very similar to TikTok ads and meta ads in the sense of how the customer interacts with your ad, right? Because you're doing, what is something, I call it pattern interrupt on Facebook, on TikTok, you're interrupting whatever they're doing to click on your ad and to interact with it. Same thing with YouTube. And that's why with YouTube ads, shorter form content works the best. Because these people, if they're watching a video, like a cat video or a dog video, whatever they're watching, they don't want to be bothered technically, but you're bothering them by adding your video in and the last thing they want to do is sit down and watch a 20 minutes ad of your product, right? So it's shorter, the sweeter. And again, in terms of just the types of people that come through, usually it's all based on the creative itself. If you have a high quality creative, which not only showcases and displays your brand in a very powerful manner. With high perceived value, you're gonna get higher people, higher quality people onto your website.
Whereas if you just throw something up, it's very simple, it's very basic. The party's not that great. Well, you're just gonna get a bunch of Luna shoppers. So you have to really be focused on that creative aspect, not just what the creatives about, but the perceived value of that creative. How does the user view your brand as a whole when they see that creative? It's not just about selling the product, it's about through that video showing that, hey, you're a high quality brand and you only deal with high quality customers. That's what, when you kind of get these pieces together, that's when I've seen YouTube ads really shine the most. But technically, again, if you have something that's already winning, most likely it will do well on YouTube.
Awesome. And then what else do we need to know about Google? You know, uh, I don't know if we really dove into PMax, but, you know, how do you think about like PMax and maybe some of the other properties? How do you, uh, yeah, how do you think about it? Do you just kind of hand over the budget to PMax and let it do it do its thing? Or like, how do you make sure if you're using PMax, you're using it in a successful way?
Yeah. So it's, it's funny because with performance Max campaigns, again, I think it's a money pit unless you do it the right way. And this is because Google Ads introduced PMAx to steal a lot of your own control away from you. Basic, because P Max, what do you do? You just push in a bunch of assets. You push in like a target robot setting, or maybe you don't do that and you click launch and that's it. You have no control over keywords, you have really no control over anything else. And if you do this the wrong way, PMax can again be like a way for Google to extract a lot of money from you and, you know, make themselves rich. So performance Max image, you have to be a bit careful and a bit more strategic.
One of the best ways I've seen performance Max work in the best possible way is through something I call the feed only approach. The feed only approach in performance Max campaign forces that performance Max campaign to become a shopping placement only campaign. And the reason why this is beneficial is because when you, when you push in a bunch of assets within a P Max, a bunch of images videos, logos, headlines, et cetera. What happens is instead of this Pmax being a master of one thing, it's not forced to be a jack of all trades because these assets literally go after Gmail traffic. It goes after display traffic, discovery, random blog pages, you know, YouTube, even along with shopping. So it's like doing six different things at once. And if you have like a day budget, well, how much are you going to distribute that $100 a day budget across six different things? Right? Is this not efficient, at least to a lot of wasted money? And you will notice by the end of the month that your top product, your top spending product, barely spend like $50 in the whole month, even though your budget is $100 a day. And e commerce brand owners, they get confused as to why this happened.
Well, the reason why it happened is because PMAG decided to spend your money on this display traffic, because that's how it makes most of the money. Right? So this feed approach only forces those products to be shown first amongst, you know, amongst everything else. And then if you want to, if, let's say you do have a bunch of images, videos, et cetera, in which you think are good, then you can launch a separate P max approach, adding those assets in, or you can launch a different asset group within that first p max to test the feed only approach side by side with the different images, logos approach. And what this will do is it will now force Google to choose which one is working better over the other. Or even if it doesn't choose it, let's say it still pushes your budget more towards those images and whatnot. At least you personally know, based on looking at the profitability, which one is actually working for your brand. And then from there, you can take a bit more narrowed approach, but ideally, never just push everything into a p Max, because that's when it becomes a money pit, 100%.
And what, what else should I. What else do you see for brands that are really starting to scale? Right, like you said, bunch of brands that are coming to you, they've already like, figured some stuff out and they're really looking to scale. What's your strategy when working with the brands? How do you make sure that, you know, Google doesn't become a money pit for them, it becomes profitable. What are you doing on a day to day basis as those brands are like actually starting to scale and spend efficiently? Yeah, why don't you walk us through that?
Yeah, of course. So after you initially start gaining that momentum, which again comes after building that strong foundation, that strong base, you will start to notice that, you know, whatever performance max campaign or whatever campaigns you're running, they are starting to pick up a little bit of sales and a little bit they're starting to scale. Essentially. At that point it becomes extremely crucial to now guide the algorithm even a bit further. What I mean by that is instead of just now focusing on that one individual pmax you have running or that one individual campaign, it's now time to segregate those products out into their own separate approaches based on the incoming data. This is a strategy which I developed myself. It's called a TPS approach, which stands for testing profitability and scaling. This TPS approach is perfect for any brand, doesn't matter the niche or industry you're in, where after you're getting some general momentum, you now need to guide the algorithm even further by separating out those products which are getting tested versus those products which are already profitable and scaling.
Because let's say you have a testing campaign going on right now. You have some products in there which are eating up majority budgets and they're actually profitable. You don't want to let those products continue to run in that same campaign because what will happen is Google will spend 80% to 90% of your budget just on those, and everything else will remain untested forever, basically. So to prevent that from happening, to make sure almost all of your products get the ad spend they deserve, you need to implement a separate testing approach now where what you do is you don't touch those profitable products or scaling products within that original campaign. You take out those products which are not spending any money or barely have spent any money and have not gotten tested, and you give them their own separate performance max and bin approach, could be feed only, could be assets, whichever way, you know, you decided based on the results that came in. But from there, just pushing those testing based products into its own separate campaign. This now leaves you with two different performance max campaigns. So the original one became a profitable campaign only.
Why? Because now it only has those profitable products in there. And eventually what you want to do is as you start getting more and more momentum, you can now turn that profitable campaign into a scaling campaign where now you aggressively start increasing the budget, lowering the restrictions on that campaign because you should already have products in there which are working. And the testing campaign you created originally, well, that's just for testing, right? So what that means is any product that starts to perform well in there, you can now transition it into the profitable approach. And you keep doing this, you keep segregating out until you have a completely different segregation strategy for testing versus those products are profitable. Some segregation strategies which work extremely well include things such as segregating based on the product price points. If you have products, let's say between one hundred dollars to five hundred dollars, you want to give them their own testing campaign strategy versus those products which are $5000 to $10,000. Right. Because the product that's five to 10,000 is going to have a completely different customer base for it.
It's not going to be the same person as somebody who buys a $500 product. So this is where you give those products their own separate approaches and you scale them separately as well. So little by little you start segregating and segregating until pretty soon you'll see that you have like 510 different performance masks going on, all with different kinds of, you know, products, different products aggregation approaches. And this is the beauty of Google, because now what you have done at this point is you have given the algorithm enough direction to know exactly how to find a customer for a $10 product versus how to find a customer for a $5,000 product. And trust me, these two customers, they're not the same. It's completely different from each other. The last thing you want to do is push all of these products together inside this one general holistic approach and hope the algorithm kind of scales your brand for you because this is where majority of the brands plateau and this is where their profitability starts to plummet when they take this.
Oh, so that's really interesting. So you're basically saying that rather than let Google optimize across all the different products in your suite, you know, you want to segregate campaigns based on what the targeting, what the price point is, all the different things based on the unique product, rather than just saying, hey, I sell, you know, this product and a super high end product and just, you know, figure it out in a singular campaign.
Exactly. And you want to think of it as a funnel, right, where a funnel at the very top when you're getting started, it's very big. It goes back to, you know, going broad initially, but once you start getting some momentum, slowly and steadily, that funnel starts to become smaller and smaller because now the algorithm has enough real data to go after who you want exactly, you know, at the right time, et cetera.
Awesome. And Sri, as we wrap up here, what, are there any other things that are, like, exciting you about in the world of Google Ads? Any other last tips or tricks you've got for people who are looking to scale up and win on Google?
Yeah, absolutely. So one thing you want to understand is Google Ads. Again, I'm going to keep repeating this, but Google Ads is a business. It wants your money. But at the same time, Google itself is not a startup business. It has billions of dollars of incoming ad spend. It has, you know, millions of different advertisers at this point of time. So what Google wants at the, at this point of time at least, is the highest quality advertiser.
A lot of brand owners, what they still believe is, hey, I'm going to launch Google Ads. I'm going to run the budget at $5,000 a day, I'm going to have to bids the highest possible, and they want to take an approach where it's bidding based or they want to start price wars where they want to have the lowest product price for their products compared to their competitors. And this is not the way to go in Google anymore. You, if you want to win auctions with Google Ads, if you want to rank in the front, if you truly want to scale your brand, it's going to have to be more of a strategic approach that focuses on the perceived value of your brand as a whole. Things such as your product images, your product titles, the way your landing page speaks to your customers, all these things, they might seem, you know, very broad and just very general, but this is where true success is found. Because keep in mind, when you fix all these things up, that's when you have high thing, high metrics. Just click through rates as high average border value because now more people want to buy from you and they want to buy more stuff from. All these things influence your return on ad spend.
All these things influence your cost per acquisition. So next time you start looking to just focus on the roas, you start panicking like, hey, my roas is low. This that. Take a step back and look at what's causing that low roas. Is it really just a profitability because your product sucks? Or is it because maybe your ctrs are too low? Or maybe your average order value is way too low? Or maybe your quality score for your ad account dipped because you didn't focus on the landing page enough? All these things influence the roas. Roas is an end metric. It's not where you begin. So always keep that in mind.
As you know, doesn't matter where, in what aspect your e commerce brand is in terms of scale. You could be new, you could be scaling to millions a month. Doesn't matter.
Sri, this is super helpful. Um, no, I, I just love it. It's already got my mind spinning in all the different ways that, you know, we could be structuring and thinking about our Google campaign. So this was awesome. For anyone who's tuning in and wants to connect, where do we find you? Where do we connect? Why don't you shout out, um, how to get in contact in your socials?
Yeah, absolutely. So if you want to follow me on social media, I do have an Instagram account. It's just edicatedyoung. You can also follow me on YouTube. I post a lot of ecommerce shop Google Ads videos. Just my name is Shree Kanasi and you'll be find those videos. But if you want to work directly with me, you can go onto my website at your marketing.com and just fill out a quick form where you know, you can get to directly speak with me and we can understand more about your brand. Sweet.
Thanks so much for coming on the show. Sree. It was awesome.
Thank you. Thanks for having me.
If you enjoyed the show, we'd love your support. A rating and review would go a long way as we continue to host the best builders in DTC and beyond. Follow and subscribe to the show and make sure to check out our show notes where you can find our socials and weekly newsletter. Visit us on dtcpod.com to join our founder community and access resources from every episode. We'll see you on the next pod.
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DTC Pod Linkedin
@Shri Kanase, founder of @Euro Marketing, joins @Blaine Bolus on this week's episode of DTC Pod to discuss effective Google Ads strategies for eCommerce brands.
Shri shares his insights on the TPS approach (Testing, Profitability, Scaling), campaign segregation strategies, and the importance of presenting high perceived brand value.
He also dives into the differences between Google Ads and other platforms like Facebook and TikTok, emphasizing the need for a broader targeting approach initially.
Shri provides valuable advice on ad placements, asset creation, and optimization timelines to help brands succeed with Google Ads.
Full episode here: [Spotify Link]
#dtcpod #googleads #ecommerce #marketingstrategy #adtargeting #optimization #brandvalue
1️⃣ One Sentence Summary
Mastering Google Ads: Strategic testing, optimization, and campaign segregation.
💼 LinkedIN - 6 Reasons Post
Google Ads is a POWERFUL tool for eCommerce brands, but only if used strategically. Here are the top 6 insights from Google Ads expert Shri Kanase on how to maximize your ad spend and drive profitable growth:
Avoid the "money pit" of Performance Max (PMax) campaigns.
Pushing all products into a single PMax campaign can lead to overspending on display traffic. Instead, use separate PMax setups for imagery and feed to test which works best. Proper campaign segregation based on factors like price points is crucial.
Implement the "TPS approach" for campaign optimization.
The TPS approach (Testing, Profitability, Scaling) enhances Google Ad campaigns. Separate tested products from profitable ones to guide the algorithm effectively. Testing campaigns prevent profitable products from monopolizing budgets.
Focus on presenting high perceived brand value.
Engage in strategic advertising rather than price wars. Optimize product imagery, titles, and customer experience on landing pages. Improving click-through rates and average order values leads to better return on ad spend.
Start broad with shopping campaigns and relevant keywords.
For new brands, target a range of 10-20 relevant keywords in product titles and descriptions. Begin with shopping campaigns using manual bidding and low bids to gather data without immediate profitability constraints.
Prioritize specific ad placements and create distinct assets.
Focus on shopping, search, and YouTube ads rather than brand awareness placements like display. Leverage your unique audience understanding to develop high-quality, engaging content tailored to each platform.
Understand the factors affecting cost per acquisition and ROAS.
Low ROAS can stem from low CTR, low average order value, or poor ad account quality score. Treat ROAS as an end metric, not a starting point. Optimize campaigns every 7 to 14 days and adjust budgets based on performance.
TL;DR:
Avoid overspending on PMax campaigns; segregate properly.
Implement the TPS approach for campaign optimization.
Focus on high perceived brand value, not price wars.
Start broad with shopping campaigns and relevant keywords.
Prioritize specific ad placements; create distinct assets.
Understand factors affecting CPA and ROAS; optimize regularly.
Interview Breakdown
In today's episode, Shri Kanase, founder of Euro Marketing, shares his expertise on Google Ads strategies for eCommerce brands. He discusses the importance of strategic campaign setup, optimization techniques, and key factors influencing ad performance.
Today, we'll cover:
Shri's transition from Facebook and TikTok to focusing on Google Ads
Strategies for new brands starting with Google Ads
Campaign optimization techniques and timing
Punishing and rewarding the algorithm for better performance
Placement strategies focusing on shopping, search, and YouTube ads
This episode is packed with valuable insights from Shri's experience working with eCommerce brands, helping them navigate the complex world of Google Ads.
🔑 7 Key Themes
Google Ads strategy: separate campaigns, TPS approach
Segregation strategy based on price points
Presenting high perceived brand value
Broad keyword strategy for new brands
Utilizing specific ad placements effectively
Understanding factors affecting ROAS
Optimizing campaigns through rewards and punishments
💬 Keywords
Here are 30 topical keywords covered in the text:
Google Ads strategy, Performance Max campaigns, TPS approach, testing campaigns, profitable campaigns, scaling campaigns, campaign segregation, product price points, advanced segregation, customer demographics, strategic advertising, brand value, product imagery, click-through rates, average order value, return on ad spend, broad strategy, keyword relevance, search volume, competitor visibility, manual bidding, low bids, data gathering, fishing net analogy, optimization timeline, ad placements, YouTube ads, UGC content, testimonial videos, feed-only approach, cost per acquisition, ROAS, CTR, ad account quality score, warm-up period, budget recommendations, campaign optimization, algorithm punishment, algorithm rewards, shopping ads, search ads, brand searches, prospecting, YouTube creatives
📚 Timestamped overview
00:00 Announcing a Slack community for D2C founders and operators; join the waitlist. Also, check out HubSpot's new Sales Hub for sales management and reporting.
05:26 Most brands have a Google Ads presence; success requires more than just setup, unlike Meta ads.
07:25 Advice for new brands launching a Google Ads campaign: focus on a strong strategy, potentially target a specific hero keyword, and choose whether to appear in traditional or shopping results.
11:39 Use broad keyword strategies instead of targeting individual keywords for better algorithm recognition.
15:02 Ignore Google's budget-increasing recommendations when starting with Google Ads; expect an initial warm-up period due to no prior data.
18:26 DTC Pod joins the HubSpot Podcast Network, enhancing growth through access to top industry guests.
22:41 Create specific assets for Google Ads, or adapt existing ones, to suit each platform's requirements.
25:18 YouTube ads are similar to TikTok and Meta ads; short, high-quality content works best for engaging users through pattern interrupts.
27:51 The "feed only approach" in Performance Max optimizes campaigns by focusing solely on shopping placements, avoiding inefficiencies from distributing budgets across multiple channels.
31:21 Separate profitable products from a testing campaign to prevent budget overshadowing; create a dedicated campaign for untested products.
35:28 Focus on brand value and strategy, not just budget or pricing, to succeed with Google Ads.
36:27 Focus on the factors affecting ROAS: product quality, CTRs, average order value, and ad account quality, not just the ROAS itself.
📚 Timestamped overview
00:00 Join our new Slack community for D2C founders.
05:26 Most brands have some Google Ads presence.
07:25 Advice for new brands launching Google ad campaigns.
11:39 Use broad keywords for better ads results.
15:02 Ignore Google's recommendations; focus on custom strategy.
18:26 DTC Pod joins HubSpot Podcast Network.
22:41 Different ad types require unique asset strategies.
25:18 YouTube ads effective with short, high-quality content.
27:51 "Feed-only Performance Max enhances shopping efficiency."
31:21 Separate profitable and untested products into campaigns.
35:28 Focus on strategic branding, not bidding or price.
36:27 Many factors affect ROAS; analyze underlying causes.
❇️ Key topics and bullets
Google Ads Strategy
Separate Performance Max (PMax) setups for imagery and feed
Avoid pushing all products into a single PMax campaign
Test which approach works best for the brand
TPS Approach (Testing, Profitability, Scaling)
Developed by Shri Kanase to enhance Google ad campaigns
Separate tested products from profitable ones once a campaign gains momentum
Testing campaigns prevent profitable products from monopolizing budgets
Segregation Strategy
Segregate campaigns based on factors like price points
Ensure the algorithm targets the correct customer demographics for various product types
Advanced Segregation Implementation
Create multiple PMax campaigns tailored to different product segments over time
Optimize targeting for each customer base
Value of Strategic Advertising
Focus on presenting high perceived brand value rather than engaging in price wars
Improve click-through rates and average order values for better return on ad spend
Key elements: product imagery, titles, and customer experience on landing pages
Final Insights
Google Ads demand high-quality advertisers with strategic approaches
Focus on strategic optimization over mere budget increases
Broad Strategy Initial Approach
Use a broad approach with 10-20 relevant keywords in product titles and descriptions
Avoid targeting a single or few keywords initially
Platform Differences
Google relies on search intent, unlike Facebook and TikTok's interest-based targeting
Users come to advertisers through searches, requiring a broader strategy initially
Campaign Recommendation
Begin with shopping campaigns using manual bidding with low bids
Gather data without the constraint of needing immediate profitable results
Keyword Strategy
Use relevant keywords with decent search volumes (ideally 10,000+, minimum 1,000)
Consider competitor visibility within keyword searches to ensure relevance
Performance Max Campaigns Caution
Avoid starting with high target ROAS or CPA values initially
Performance Max campaigns require existing performance data to optimize effectively
Fishing Net Analogy
Keeping things broad is like using a larger fishing net
May catch some irrelevant visitors initially but leads to more volume and opportunities
Competitor Consideration
Broader targeting helps new brands compete without being overshadowed by larger players
Optimization Timeline
Blaine Bolus asks about the expected optimization period for campaigns
Google's promotional offers encourage initial ad spend with promised ad credits
Ad Placement Focus
Focus on specific ad placements (shopping, search, YouTube) for better results
Avoid excessive spending on display and demand generation aimed at brand awareness
Creating Successful Ads
Develop distinct assets suited to each platform
Leverage unique understanding of the audience to create engaging content
YouTube Ads
Short-form UGC content, especially testimonial videos under a minute, perform well
High-quality, engaging content is necessary to attract high-value customers
Performance Max (PMax) Campaigns
PMax campaigns take much control from advertisers and can be costly if not handled correctly
Suggest a strategic "feed only" approach focusing exclusively on shopping placements
Factors Affecting Cost Per Acquisition and ROAS
Understand causes behind low ROAS (low CTR, low average order value, poor ad account quality score)
ROAS is an end metric, not a starting point, regardless of brand scale
Guest Contact Details and Additional Resources
Shri Kanase's Instagram, YouTube, and website for insights and collaboration
DTC Pod resources: show notes, community access, and upcoming Slack community
HubSpot's New Sales Hub
AI capabilities, ease of setup, and customization options for managing sales processes
Transitioning to Google Ads
Shri Kanase's agency focuses on Google Ads after challenges with Facebook and TikTok ad account suspensions
Works with eCommerce brands selling legal products, preferring a boutique approach
Google Ads Success Factors
Keyword search volume, product feed quality, and comparison to competitors' offerings
Budget and Google Ads
Avoid Google's budget increase recommendations designed for their profit
Initial "warm-up period" to verify brand legitimacy and understanding of products
Suggested daily budget post-warm-up: $100 to $500, based on average order value and break-even cost per acquisition
Campaign Optimization and Timing
Optimize every 7 to 14 days to avoid disrupting campaign momentum
Regular adjustments allow for measuring performance and making necessary changes
Punishing and Rewarding the Algorithm
Punishment: lowering budgets, excluding poorly performing products, adding restrictions
Rewards: increasing budgets and reducing restrictions for well-performing campaigns
Google Ads Placement Strategies
Focus initially on shopping, search, and YouTube ads
Search includes brand-related searches and prospecting for new traffic
YouTube is increasingly important, especially with existing effective creatives from other platforms
Announcement
DTC Pod joined the HubSpot podcast network, aiming to continue featuring insightful content and guests
🎬 Reel script
Hey there, Shri Kanase here! In today's episode of the DTC POD, I sat down with host Blaine Bolus to discuss powerful Google Ads strategies for eCommerce brands. We covered the importance of a dual approach to Performance Max campaigns, the TPS method for testing, profitability, and scaling, and how to effectively segregate your campaigns based on product price points.
I also shared insights on presenting high perceived brand value through strategic advertising and the value of focusing on click-through rates and average order values. For those just starting with Google Ads, I recommend a broad keyword strategy and beginning with shopping campaigns using manual bidding.
Remember, success on Google Ads is all about testing, gathering data, and allowing the algorithm to learn before refining your approach. Be sure to check out the full episode for more in-depth tips and strategies to take your eCommerce brand to the next level with Google Ads!
✏️ Custom Newsletter
Subject: New DTC POD Episode Alert: Mastering Google Ads with Shri Kanase
Hey there, DTC enthusiasts!
We've got a brand new episode of the DTC POD ready for your listening pleasure. In this episode, Blaine Bolus sits down with Shri Kanase, the founder of Euro Marketing, to discuss all things Google Ads. Shri shares his insights on how eCommerce brands can make the most of their Google Ads presence and achieve better results.
Here are the five key takeaways you'll get from tuning in:
Learn about the TPS approach (Testing, Profitability, Scaling) and how it can help you optimize your Google Ads campaigns.
Discover the importance of proper campaign segregation based on factors like price points to ensure the algorithm targets the right customer demographics.
Understand why focusing on strategic optimization is more important than simply increasing your budget.
Find out how to create successful ads by developing distinct assets suited to each platform, such as short-form UGC content for YouTube.
Get tips on how to handle Performance Max (PMax) campaigns effectively to avoid inefficiencies and wasted budget.
Fun fact: Did you know that Shri's agency, Euro Marketing, prefers a boutique approach with a small team to provide personalized attention to their eCommerce clients? It's all about quality over quantity!
Before we sign off, we wanted to let you know that the DTC POD has joined the HubSpot podcast network. We're excited to continue bringing you engaging content and expert guests like Shri.
So, what are you waiting for? Head over to your favorite podcast app and give the latest episode a listen. And while you're at it, don't forget to rate, review, and subscribe to the DTC POD. Your support means the world to us!
Happy listening,
The DTC POD Team
P.S. Want to connect with like-minded DTC founders and operators? Keep an eye out for our upcoming Slack community, launching soon!
🐦 Business Lesson Tweet Thread
🧵 Google Ads can be a money pit if not approached strategically. Here's how to navigate the pitfalls and come out on top, courtesy of insights from Shri Kanase on the DTC Pod.
When starting out, avoid the temptation to target only a few specific keywords. Go broad with 10-20 relevant terms in your product titles and descriptions. Google is all about search intent.
Begin with shopping campaigns using manual bidding. Start bids low and let the campaign gather data. Don't expect immediate profits. Target keywords with 1K+ monthly searches.
Steer clear of Performance Max campaigns initially. They require existing data to optimize well. No ROAS or CPA targets yet.
Think of broad targeting as using a big fishing net. You might catch some irrelevant folks but it allows you to cast a wide net and gather data early on.
As you start to see traction, segregate your campaigns intelligently. Separate products by price tiers. $100 items in one campaign, $1000+ in another. Guide the algorithm.
Focus spend on the right ad placements for ecommerce:
Shopping
Search
YouTube
Skip display & demand gen until you dial in the above.
Develop distinct creative assets for each channel. For YouTube, go short-form UGC. Aim for <1 min testimonial-style vids.
Monitor CTR, Avg. Order Value, and Quality Score. They all affect your CPA and ROAS down-funnel. ROAS is an end metric, not a starting point.
Routinely optimize every 7-14 days. Punish poor performers by excluding them and reducing budgets. Reward winners with budget bumps and fewer restrictions.
The Google algorithm requires both time and advertiser guidance to maximize your results. Be strategic, targeted, and patient. The profitable sales will follow.
🎓 Lessons Learned
Google Ads Dual Strategy
Separate Performance Max campaigns for imagery and feed to test effectiveness and avoid overspending.TPS Approach Enhances Campaigns
Testing, Profitability, Scaling approach guides campaign optimization, separating tested and profitable products for efficient scaling.Segregate Campaigns by Price
Create campaigns based on product price points to target correct customer demographics for each segment.Advanced Segmentation Optimizes Targeting
Develop multiple Performance Max campaigns tailored to product segments for improved targeting and performance.Prioritize Perceived Brand Value
Focus on product imagery, titles, and customer experience to improve click-through rates and order values.Broad Strategy for Beginners
Start with 10-20 relevant keywords in product titles and descriptions, avoiding narrow targeting initially.Begin with Shopping Campaigns
Use manual bidding with low bids to gather data without immediate profitability constraints.Leverage Competitor Keyword Visibility
Target keywords with decent search volumes and competitor visibility to ensure relevance and competitiveness.Optimize Ads for Platforms
Create distinct assets for each platform, leveraging audience understanding for engaging, high-quality content.Understand ROAS Factors
Analyze click-through rates, order values, and account quality to improve ROAS, treating it as an end metric.
💎 Maxims
Here are some key maxims from the DTC POD episode with Shri Kanase:
Use a dual Google Ads approach with separate Performance Max setups (imagery vs. feed) to determine what works best. Avoid pushing all products into a single PMax campaign.
Follow the TPS approach: Testing, Profitability, Scaling. Separate tested products from profitable ones once a campaign gains momentum to guide the algorithm effectively.
Create testing campaigns to prevent profitable products from monopolizing budgets, allowing for efficient testing and scaling.
Segregate campaigns properly based on factors like price points, to ensure the algorithm targets the right customer demographics for different products.
Build multiple PMax campaigns over time, tailored to different product segments. This helps the algorithm distinguish between customer bases and optimize targeting.
Focus on presenting high perceived brand value through product imagery, titles, and customer experience rather than engaging in price wars.
Improve click-through rates and average order values to get a better return on ad spend. Strategic optimization matters more than just increasing budget.
Start with a broad approach using 10-20 relevant keywords in product titles/descriptions when launching Google Ads as a new brand. Don't target only a few specific keywords initially.
Begin with shopping campaigns using manual bidding and low bids. Let the campaign gather data without needing immediate profitable results.
Target relevant keywords with decent search volume - ideally over 10,000, or at least 1,000 minimum. Consider competitor visibility for those keywords.
Avoid starting with PMax campaigns using high target ROAS/CPA values without existing performance data. Keep targeting broad initially to compete.
Create distinct ad assets optimized for each platform. Leverage your unique audience understanding. Use engaging short-form UGC content for YouTube ads.
Focus Google ad spend on shopping, search and YouTube placements over display/brand awareness. Take a "feed only" PMax approach to avoid inefficient budget use.
Understand root causes affecting ROAS like low CTR, average order value or quality score. Treat ROAS as an end metric, not a starting point.
Avoid blindly following Google's budget increase recommendations. Allow campaigns a "warm-up" period post-setup before judging performance.
Optimize campaigns every 7-14 days. "Punish" poor performers by lowering budgets/adding restrictions. "Reward" strong performers with budget increases and fewer restrictions.
🌟 3 Fun Facts
Shri Kanase developed the "TPS approach" (Testing, Profitability, Scaling) to enhance Google ad campaigns.
For YouTube ads, short-form UGC content, especially testimonial videos under a minute, perform well by capturing viewer attention quickly.
The DTC Pod podcast joined the HubSpot podcast network to continue featuring insightful content and guests.
📓 Blog Post
Title: Mastering Google Ads for E-commerce Success: Insights from Shri Kanase
Subheader: Unlock the potential of your e-commerce brand with strategic Google Ads approaches tailored to your products and target audience.
Introduction
In the ever-evolving landscape of digital marketing, Google Ads has emerged as a powerful tool for e-commerce brands looking to boost their online presence and drive sales. However, navigating the complexities of Google Ads can be challenging, especially for those new to the platform. In this blog post, we'll explore the insights shared by Shri Kanase, founder of Euro Marketing, on the DTC POD podcast, discussing proven strategies to optimize your Google Ads campaigns for maximum impact.
The TPS Approach: Testing, Profitability, and Scaling
One of the key concepts introduced by Kanase is the "TPS approach," which focuses on Testing, Profitability, and Scaling. This method involves separating tested products from profitable ones once a campaign gains momentum, allowing for more efficient budget allocation and preventing profitable products from monopolizing resources. By implementing testing campaigns, brands can continuously explore new opportunities without compromising the success of their top-performing products.
Strategic Campaign Segregation
Kanase emphasizes the importance of proper campaign segregation based on factors such as price points. By creating separate campaigns for products in different price ranges (e.g., $100-$500 vs. $5000-$10,000), brands can ensure that the Google Ads algorithm targets the appropriate customer demographics for each product type. As brands grow, they should develop multiple Performance Max (PMax) campaigns tailored to specific product segments, enabling the algorithm to optimize targeting for each customer base.
Focusing on Value over Price Wars
To succeed in the competitive e-commerce space, Kanase advises brands to prioritize presenting high perceived value rather than engaging in price wars. This approach involves crafting compelling product imagery, titles, and ensuring a seamless customer experience on landing pages. By improving click-through rates and average order values, brands can achieve a better return on ad spend and establish a strong market position.
Broad Strategy for New Brands
For brands just starting with Google Ads, Kanase recommends a broad approach using 10-20 relevant keywords in product titles and descriptions, rather than targeting a single or few keywords. Unlike platforms like Facebook and TikTok that rely on interest-based targeting, Google Ads focuses on search intent, making a broader strategy more effective for attracting potential customers. Manual shopping campaigns with low initial bids allow brands to gather data without the pressure of immediate profitability.
Optimizing Ad Placements and Assets
To maximize the impact of Google Ads, Kanase suggests focusing on specific ad placements such as shopping, search, and YouTube, rather than overspending on display and demand generation. Successful ads require unique assets tailored to each platform, leveraging the brand's understanding of their target audience. For YouTube ads, short-form user-generated content (UGC) and testimonial videos under a minute tend to perform well by quickly capturing viewer attention.
Conclusion
By implementing the strategies outlined by Shri Kanase, e-commerce brands can unlock the full potential of Google Ads and achieve sustainable growth. From the TPS approach and strategic campaign segregation to focusing on value and optimizing ad placements, these insights provide a roadmap for success in the competitive online marketplace. As you embark on your Google Ads journey, remember to continuously test, refine, and adapt your approach to stay ahead of the curve and connect with your target audience effectively.
🎤 Voiceover Script
In this episode, Shri Kanase shares his expertise on crafting effective Google Ads strategies for eCommerce brands. He breaks down the key elements of a successful campaign, including:
-The TPS approach: testing, profitability, and scaling.
-Proper campaign segregation based on product price points.
-Presenting high perceived brand value through imagery and titles.
-Focusing on click-through rates and average order values.
Shri also emphasizes the importance of a broad keyword strategy for new brands and cautions against relying too heavily on Performance Max campaigns without existing data.
Whether you're new to Google Ads or looking to optimize your current campaigns, this episode is packed with actionable insights to help you succeed.
🔘 Best Practices Guide
Best Practices for Google Ads in E-commerce
Start with a broad approach, targeting 10-20 relevant keywords in product titles and descriptions.
Begin with shopping campaigns using manual bidding and low bids to gather data.
Focus on keywords with decent search volumes (ideally 10,000+, minimum 1,000).
Avoid starting with Performance Max campaigns that require existing data.
Create distinct ad assets for each platform, leveraging audience understanding.
For YouTube ads, use short-form UGC content, especially testimonial videos under a minute.
Understand factors affecting ROAS, such as CTR, average order value, and ad account quality score.
Optimize campaigns every 7 to 14 days, measuring performance and making necessary adjustments.
Punish poorly performing aspects by lowering budgets and adding restrictions; reward successful ones with increased budgets and fewer restrictions.
Focus on shopping, search, and YouTube ads initially, targeting both brand-related searches and prospecting for new traffic.
🎆 Social Carousel: Do's/Don'ts
Title Slide:
10 Google Ads Strategies for E-Commerce Success
Slide 1:
Title: Avoid Single PMax
Instead: Use dual PMax setups (imagery vs. feed) to test which works best.
Slide 2:
Title: Ditch Broad Targeting
Instead: Segregate campaigns based on price points to target correct customer demographics.
Slide 3:
Title: Shun Price Wars
Instead: Focus on high perceived brand value through imagery, titles, and customer experience.
Slide 4:
Title: Forget Narrow Keywords
Instead: Start with a broad approach using 10-20 relevant keywords in titles and descriptions.
Slide 5:
Title: Delay Performance Max
Instead: Begin with shopping campaigns using manual bidding and low bids for data gathering.
Slide 6:
Title: Prioritize Placements
Instead: Focus on shopping, search, and YouTube ads over display and demand generation.
Slide 7:
Title: Customize Ad Assets
Instead: Create distinct assets suited to each platform, leveraging audience understanding.
Slide 8:
Title: Limit PMax Control
Instead: Use a strategic "feed only" approach in PMax, focusing on shopping placements.
Slide 9:
Title: Resist Budget Increases
Instead: Start with a $100-$500 daily budget based on average order value and break-even CPA.
Slide 10:
Title: Optimize Regularly
Instead: Make campaign adjustments every 7-14 days to measure performance and adapt as needed.
🎠 Social Carousel
Cover Slide:
10 Google Ads Tips Every Ecommerce Brand Needs to Know
Slide 1:
Dual PMax Approach
Test separate Performance Max campaigns for imagery and feed to optimize performance.
Slide 2:
TPS Method
Implement Testing, Profitability, and Scaling approach to enhance Google Ad campaigns.
Slide 3:
Campaign Segregation
Segregate campaigns based on price points to target the right customer demographics.
Slide 4:
Strategic Advertising
Focus on high perceived brand value rather than engaging in price wars.
Slide 5:
Broad Keyword Strategy
Start with a broad approach using 10-20 relevant keywords in product titles and descriptions.
Slide 6:
Avoid Early PMax
Begin with shopping campaigns and manual bidding, not Performance Max with high ROAS/CPA targets.
Slide 7:
Placement Priorities
Prioritize shopping, search, and YouTube ads over display and demand generation.
Slide 8:
YouTube Ad Content
Leverage short-form UGC content, especially testimonial videos under a minute, for YouTube ads.
Slide 9:
Optimize Regularly
Optimize campaigns every 7 to 14 days to measure performance and make necessary adjustments.
Slide 10:
Connect with Shri
For more insights, follow Shri Kanase on Instagram @dedicatedyoung and YouTube, or visit yourmarketing.com.
One Off Tweets
Tweet 1
Google Ads success requires a strategic approach.
Avoid the "money pit" of pushing all products into a single Performance Max campaign.
Test separate PMax setups to find what works best for your brand.
Tweet 2
Enhance your Google Ads with the "TPS approach."
Test, optimize for Profitability, and Scale your campaigns.
Segregate tested products from profitable ones to guide the algorithm effectively.
Tweet 3
Proper campaign segregation is key to Google Ads success.
Tailor campaigns to different product segments and price points.
Help the algorithm distinguish between customer bases and optimize targeting.
Tweet 4
Succeed in Google Ads by presenting high perceived brand value.
Focus on product imagery, titles, and customer experience.
Improve click-through rates and average order values for a better return on ad spend.
Tweet 5
New to Google Ads? Start broad with a range of relevant keywords.
Avoid targeting too few keywords or relying on interest-based targeting.
Gather data and let the algorithm learn before refining your approach.
Tweet 6
Cautious about Performance Max campaigns? You're not alone.
Avoid high target ROAS or CPA values initially.
Gather performance data first to optimize effectively.
Tweet 7
Create distinct ad assets for each platform to succeed.
Leverage your unique audience understanding to develop engaging content.
Short-form UGC and testimonial videos perform well on YouTube.
Tweet 8
Struggling with low ROAS in Google Ads?
Understand the causes: low CTR, low average order value, or poor ad account quality score.
Remember, ROAS is an end metric, not a starting point.
Tweet 9
Transitioning to Google Ads after Facebook and TikTok challenges?
Focus on product search volume and feed quality.
Compare your brand elements to competitors for success.
Tweet 10
Optimizing Google Ads campaigns takes patience.
Adjust every 7 to 14 days to measure performance without disrupting momentum.
Punish and reward the algorithm based on campaign performance.
Twitter Post 1
Here's a fun fact from the podcast, matching the tone and format of your example:
Google Ads has a "warm-up period" for new brands.
It verifies legitimacy before ramping up spend.
Even with high budgets, little is spent initially.
Mindsets
Here are 3 mindset shifts listeners can make based on the insights shared in the episode:
🧠 Embrace a strategic approach to Google Ads. Instead of chasing the latest trends or relying solely on budget increases, focus on developing a well-structured campaign that targets the right audience with the right message. This shift in perspective will help you optimize your ad spend and achieve better results.
🧠 Recognize the importance of testing and iteration. Successful Google Ads campaigns require continuous refinement based on data and performance. Adopt a mindset that prioritizes experimentation, learning from both successes and failures, and making data-driven decisions to improve your campaigns over time.
🧠 Understand the value of a boutique approach. While it may be tempting to scale rapidly or work with a large agency, consider the benefits of a more personalized, hands-on approach. By focusing on a smaller number of clients and dedicating more attention to each account, you can develop a deeper understanding of their unique needs and create tailored strategies that drive better results.
By embracing these mindset shifts and applying the insights shared by Shri Kanase, you'll be well-equipped to navigate the world of Google Ads and achieve success for your eCommerce brand. For more valuable content and resources, be sure to follow Shri on Instagram (@edicatedyoung), YouTube (Shri Kanase), and check out his website (yourmarketing.com).
Tactics
🎧 5 Strategies to Boost Your Google Ads Performance 🚀
If you're looking to take your Google Ads campaigns to the next level, here are some specific tactics you can implement based on insights from DTC POD's episode with Shri Kanase:
💡 Embrace the TPS approach: Test, focus on Profitability, then Scale. Start with a testing campaign to identify top-performing products, then create a separate campaign optimized for profitability. Once you've dialed in your profitable campaign, scale it up strategically.
💡 Segment your campaigns by price points. Create separate Performance Max campaigns for products in different price ranges (e.g., $100-$500 vs. $5000-$10,000). This allows the algorithm to better target the right customer demographics for each product type.
💡 Prioritize ad placements that drive conversions. Focus your budget on shopping, search, and YouTube ads rather than display ads aimed at brand awareness. Develop unique assets tailored to each platform to capture attention and attract high-value customers.
💡 Adopt a "feed only" approach in Performance Max. To avoid inefficiencies and wasted spend, consider focusing exclusively on shopping placements in your PMax campaigns. This strategic approach helps you maintain control and optimize your budget.
💡 Diagnose the root causes of low ROAS. If you're struggling with a low return on ad spend, investigate factors like low click-through rates, low average order values, or poor ad account quality scores. Addressing these underlying issues can help improve your overall campaign performance.
By implementing these tactics and adopting a strategic mindset, you can optimize your Google Ads campaigns and drive better results for your business. 📈
In Depth Thread
Overrated: Broad targeting on Google Ads.
Trying to capture every possible keyword from the start is a surefire way to burn through your budget.
Underrated: The TPS approach.
Shri Kanase's strategy for Google Ads success:
Double-Sided Rule
Testing and Profitability on one side, Scaling on the other.
That's it.
If your campaigns aren't following this flow, you need to rework them.
5 Finger List
Focus on these 5 key elements to optimize your Google Ads:
Keyword relevance
Product feed quality
Ad assets (titles, descriptions, images)
Landing page experience
Competitor analysis
Market in 1 Market
Don't spread yourself thin across every Google Ads placement.
Prioritize shopping, search, and YouTube ads to start.
Expand to others once you've mastered these core placements.
Tagline
Encapsulate your unique selling proposition in a single sentence:
"Elevate your brand with strategic Google Ads optimization."
"Unlock profitable growth through data-driven Google Ads campaigns."
"Maximizing ROAS, one click at a time."
Control Vernacular
Introduce terms like "TPS approach" and "feed-only PMax" to establish authority.
Become the go-to resource for Google Ads strategies tailored to your niche.
Own the language to position yourself as an expert.
Investment Process
Clients entrust you with their ad budget...
Now what?
Outline your optimization timeline and key milestones.
Fund Characteristics
Be transparent about your management fees and contract terms.
Attract clients who align with your approach and expectations.
Clarity upfront saves headaches down the line.
Prove It, Don't Tell It
Showcase case studies and real-world results.
Demonstrate your ability to deliver profitable ROAS.
*Ensure compliance with Google's advertising policies and guidelines.
Team
Highlight the expertise and experience of your team members.
Emphasize your collective knowledge of Google Ads best practices.
Instill confidence in your ability to drive results.
And if you're just starting out...
Replace case studies with a detailed breakdown of your process.
Demonstrate a deep understanding of Google Ads and your target market.
Clients invest in your potential, not just your past performance.
Remember the 3 P's:
• Process, Profitability, and Performance
• Placement, Product, and Positioning
Master these fundamentals to build a thriving Google Ads agency.
New Idea
Idea #1: Implementing a Dual Approach for Performance Max Campaigns
Implement a dual approach for Performance Max (PMax) campaigns to optimize performance and avoid overspending:
Separate PMax Setups: Create distinct PMax campaigns focusing on imagery and feed respectively. This allows you to test which approach works best for your products and target audience.
Avoid Single PMax Campaigns: Refrain from pushing all products into a single PMax campaign, as it may become a "money pit" that leads to increased spending on display traffic without necessarily improving profitability.
Strategic Feed-Only Approach: Consider using a "feed only" strategy in PMax campaigns, concentrating exclusively on shopping placements. This helps prevent inefficiencies and wasted budget across multiple placements that may not drive conversions effectively.
Tweet thread on learnings
Tweet 1:
🎙️ Just listened to an insightful episode of the DTC Pod with Google Ads expert @shri_kanase!
Shri shared some game-changing strategies for optimizing Google Ads campaigns:
🧵 Here are my top takeaways and learnings from the episode 👇
Tweet 2:
🎯 Avoid the "money pit" of pushing all products into a single Performance Max campaign.
Instead, use a dual approach with separate PMax setups (imagery vs. feed) to test which works best for your brand.
This helps optimize ad spend and maximize profitability.
Tweet 3:
📈 Implement the "TPS approach" for Google Ads success:
Testing
Profitability
Scaling
Once a campaign gains momentum, separate tested products from profitable ones to guide the algorithm effectively.
Tweet 4:
🗂️ Properly segregate campaigns based on factors like price points.
This ensures the algorithm targets the right customer demographics for various product types.
Over time, create multiple tailored PMax campaigns for different segments to optimize targeting.
Tweet 5:
💎 Focus on presenting high perceived brand value rather than engaging in price wars.
Key elements:
Product imagery
Titles
Customer experience on landing pages
Improve click-through rates and average order values for a better return on ad spend.
Tweet 6:
🎣 For new brands, start with a broad approach using 10-20 relevant keywords in product titles and descriptions.
Google relies on search intent, so this "fishing net" strategy helps catch more opportunities initially.
Tweet 7:
⏰ Allow campaigns to gather data without expecting immediate profitability.
Start with shopping campaigns using manual bidding and low bids.
Focus on relevant keywords with decent search volumes (ideally 10,000+) to ensure relevance and visibility.
Tweet 8:
🎥 Leverage short-form UGC content, especially testimonial videos under a minute, for engaging YouTube ads.
These ads interrupt user activities, so high-quality, attention-grabbing content is crucial for attracting high-value customers.
Tweet 9:
🔍 Understand the causes behind low ROAS:
Low CTR
Low average order value
Poor ad account quality score
ROAS is an end metric, not a starting point. Focus on improving these factors for better results.
Tweet 10:
Shri's insights offer a strategic roadmap for optimizing Google Ads campaigns and driving eCommerce success.
For more valuable content, check out the DTC Pod at dtcpod.com and connect with Shri Kanase on Instagram (@dedicatedyoung) and YouTube.
#GoogleAds #eCommerce #DTCPod
Future State, 6 reasons post
In 90 days, eCommerce brands can unlock the full potential of Google Ads, driving significant growth and efficiency. Many brands currently struggle with suboptimal campaigns, leading to wasted ad spend and missed opportunities. By implementing strategic optimizations, brands can enhance their Google Ads performance, resulting in higher ROAS, increased profitability, and accelerated scaling.
BACKGROUND:
Traditional Google Ads approaches often fall short, with brands relying on ineffective strategies such as:
Lumping all products into a single Performance Max campaign
Failing to properly segregate campaigns based on product price points and customer demographics
Neglecting the importance of high-quality product imagery, titles, and landing page experiences
Focusing on mere budget increases rather than strategic optimizations
These outdated tactics lead to subpar results, leaving brands struggling to compete in the crowded eCommerce landscape.
However, by adopting a more sophisticated and data-driven approach, eCommerce brands can unlock the true potential of Google Ads and achieve remarkable growth.
The future of successful Google Ads management involves:
Implementing the TPS approach (Testing, Profitability, Scaling) to systematically optimize campaigns
Leveraging dual Performance Max setups to test imagery vs. feed and identify the most effective approach
Segregating campaigns based on product price points and customer demographics for precise targeting
Emphasizing high perceived brand value through compelling product imagery, titles, and customer experiences
Focusing on strategic optimizations to improve click-through rates, average order values, and ROAS
By embracing these advanced strategies, eCommerce brands can position themselves for unprecedented success on Google Ads.
Here are 6 recommendations to help eCommerce brands achieve this optimized future state:
Implement the TPS approach, creating separate campaigns for testing, profitability, and scaling to ensure efficient budget allocation and continuous optimization.
Experiment with dual Performance Max setups, comparing imagery-focused and feed-focused campaigns to identify the most effective approach for your brand.
Segregate campaigns based on product price points and customer demographics, tailoring your targeting to reach the right audience for each product segment.
Invest in high-quality product imagery, compelling titles, and seamless landing page experiences to convey a high perceived brand value and stand out from competitors.
Prioritize strategic optimizations over mere budget increases, focusing on improving click-through rates, average order values, and ROAS through data-driven refinements.
Continuously monitor and adjust campaigns every 7-14 days, leveraging the concept of "punishing and rewarding" the algorithm to optimize performance and maintain momentum.
By implementing these recommendations, eCommerce brands can revolutionize their Google Ads performance, driving unprecedented growth, profitability, and scalability.
What strategies have you found most effective in optimizing your Google Ads campaigns? How do you plan to incorporate these recommendations into your eCommerce brand's advertising approach? Share your thoughts and experiences in the comments below!
About the Episode
Shri Kanase is the founder of Euro Marketing, a boutique agency that specializes in Google Ads for eCommerce brands. After experiencing challenges with ad account suspensions on Facebook and TikTok, Kanase transitioned his focus to helping brands succeed on the Google Ads platform.
In this episode of DTC POD, Shri shares his expert insights on developing effective Google Ads strategies for eCommerce brands. He emphasizes the importance of a broad approach when starting out, targeting a range of relevant keywords and gathering data before refining campaigns. Kanase also discusses the value of strategic advertising, presenting high perceived brand value rather than engaging in price wars.
Shri introduces his "TPS approach" (Testing, Profitability, Scaling) to enhance Google ad campaigns, which involves proper segregation of campaigns based on factors like price points and product types. He advises brands to create multiple Performance Max campaigns tailored to different product segments over time, helping algorithms distinguish between customer bases and optimize targeting.
Throughout the episode, Kanase provides practical advice on topics such as budget allocation, campaign optimization timing, and placement strategies. He stresses the significance of focusing on specific ad placements (shopping, search, YouTube) and creating distinct assets suited to each platform to attract high-value customers and drive success on the Google Ads platform.
Episode Summary
Here is the episode summary, following the requested format and tone:
Shri Kanase is the founder of Euro Marketing, an eCommerce agency specializing in Google Ads. After experiencing challenges with Facebook and TikTok ad account suspensions, Kanase pivoted to focus on helping brands succeed with strategic Google Ads campaigns.
In this episode of DTC Pod, Shri shares his expert insights on crafting effective Google Ads strategies for eCommerce brands. He discusses the importance of a broad initial keyword approach, the differences between Google Ads and other platforms, and how to optimize campaigns through testing, profitability analysis, and scaling. Shri also shares his "TPS approach" and emphasizes the value of strategic advertising in driving better return on ad spend.
Success Strategies
Here are 3 strategies for DTC success based on insights from Shri Kanase:
Adopt a TPS approach to Google Ad campaigns
Kanase's TPS approach, which stands for Testing, Profitability, and Scaling, is a game-changer for optimizing Google Ad performance.
Start by dedicating separate campaigns to testing new products, allowing you to efficiently gather data without profitable products monopolizing the budget. As winners emerge, transition them to profitability campaigns for further optimization. Finally, as products prove their value, move them into scaling campaigns to maximize their potential.
By following this systematic approach, you can effectively guide the algorithm and achieve the best possible results for your ad spend.
Leverage strategic segregation for laser-focused targeting
One size does not fit all when it comes to Google Ads. Kanase recommends implementing strategic segregation based on key factors like price points.
For instance, create separate Performance Max campaigns for product groups in different price tiers, such as $100-$500 and $5000-$10,000. This allows the algorithm to better distinguish between distinct customer bases and optimize targeting for each segment.
Over time, develop multiple tailored campaigns that speak directly to the needs and characteristics of your various audiences. This granular approach ensures your ads resonate with the right people and drive higher conversion rates.
Prioritize perceived value over price wars
In the competitive world of Google Ads, Kanase emphasizes the importance of conveying a high perceived brand value rather than getting caught up in race-to-the-bottom pricing.
Focus on crafting compelling product imagery, engaging titles, and delivering an exceptional customer experience on your landing pages. These elements work together to improve click-through rates and average order values.
By prioritizing the perceived value of your brand and products, you can achieve a better return on ad spend and foster long-term customer loyalty. Remember, success on Google Ads is about strategic optimization, not just throwing more money at the platform.
Castmagic LinkedIn Post
Performance Max campaigns getting out of control with your ad spend?
Google Ads expert Shri Kanase joins Blaine Bolus to share proven strategies for optimizing your Google Ads account and maximizing ROAS.
Shri breaks down his "TPS approach" (Testing, Profitability, Scaling) to enhance campaigns, the importance of proper campaign segregation based on price points, and how to leverage strategic advertising to improve click-through rates and average order values.
You'll also learn about broad strategy for new brands, platform differences, keyword strategy, and more.
Listen to the full episode here: [link]
#googleads #ecommerce #dtc #performancemarketing #pmax
Episode Summary
Shri Kanase is the founder of Euro Marketing, an agency that specializes in Google Ads for eCommerce brands. After experiencing challenges with Facebook and TikTok ad account suspensions, Kanase transitioned his focus to helping brands succeed on Google Ads.
In this episode of DTC Pod, Shri shares his insights on developing effective Google Ads strategies for eCommerce brands. He covers topics such as the importance of keyword search volume, product feed quality, and how to optimize campaigns for better performance. Shri also discusses budget considerations for new brands, the "warm-up period" for Google Ads, and strategies for punishing and rewarding the algorithm based on campaign performance.
About the Episode
Shri Kanase is the founder of Euro Marketing, a boutique agency specializing in Google Ads for eCommerce brands. With a focus on strategic optimization and a preference for working with a small team, Shri helps brands navigate the complexities of Google Ads to drive profitable growth.
In this episode of DTC Pod, Shri shares valuable insights on developing effective Google Ads strategies for eCommerce brands. He discusses the importance of a broad keyword approach for new brands, focusing on relevant keywords with decent search volumes and considering competitor visibility. Shri also cautions against starting with Performance Max campaigns with high target ROAS or CPA values without existing performance data.
Shri emphasizes the significance of creating distinct ad assets suited to each platform, leveraging a brand's unique understanding of its audience. He suggests a strategic "feed only" approach in Performance Max campaigns, focusing exclusively on shopping placements to avoid inefficiencies and wasted budget. Additionally, Shri highlights the factors affecting cost per acquisition and ROAS, such as click-through rate, average order value, and ad account quality score.
Throughout the episode, Shri provides practical advice on campaign optimization, budget management, and the importance of understanding the "warm-up period" in Google Ads. He also shares his insights on the value of focusing on specific ad placements, such as shopping, search, and YouTube ads, to maximize the effectiveness of Google Ads campaigns for eCommerce brands.
Episode Summary
Here is the requested episode summary, following the same format, tone, and style as the provided examples:
Shri Kanase is the founder of Euro Marketing, an agency specializing in Google Ads strategy and management for eCommerce brands. He previously focused on Facebook and TikTok ads but transitioned to Google Ads due to account suspension challenges.
In this episode of DTC Pod, Shri shares his expert insights on developing effective Google Ads strategies for eCommerce. He covers key topics such as initial campaign setup, keyword targeting, ad placement focus, and ongoing optimization. Shri also discusses his "TPS approach" for testing, ensuring profitability, and scaling successful campaigns.
Episode Summary
Shri Kanase is the founder of Euro Marketing, a boutique agency that specializes in Google Ads strategy and management for eCommerce brands. After experiencing challenges with Facebook and TikTok ad account suspensions, Shri transitioned his focus to helping brands succeed on the Google Ads platform.
In this episode of DTC Pod, Shri shares his wealth of knowledge on creating and optimizing Google Ads campaigns for eCommerce success. He discusses the importance of a broad keyword strategy for new brands, focusing on ad placements like shopping, search, and YouTube, and implementing his "TPS approach" (Testing, Profitability, Scaling) for campaign optimization. Shri also delves into advanced strategies such as campaign segregation based on product price points and the value of presenting a high perceived brand value through strategic advertising. Throughout the episode, he provides practical advice on budget management, optimization timelines, and the unique challenges and opportunities presented by the Google Ads platform.
Success Strategies
Here are 3 strategies for DTC success based on insights from Shri Kanase:
Adopt a strategic approach to Google Ads campaigns
As Shri emphasizes, the key to success with Google Ads lies in a thoughtful, data-driven strategy rather than simply increasing budgets.
Start by testing a range of relevant keywords in your product titles and descriptions, allowing the algorithm to gather data without expecting immediate profitability. Focus on placements like shopping, search, and YouTube that align with high purchase intent.
As campaigns gain traction, segment them based on factors like price points and product categories to optimize targeting for different customer bases. Regularly review performance and make calculated adjustments to bids, budgets, and restrictions. This strategic optimization will help you maximize return on ad spend.
Prioritize perceived value over price wars
In the competitive DTC landscape, Shri advises against engaging in price wars that erode profit margins. Instead, focus on presenting a high perceived brand value to your target audience.
Invest in quality product imagery, compelling ad copy, and seamless customer experiences on your landing pages. These elements work together to improve click-through rates and average order values.
By prioritizing value perception, you attract customers willing to pay premium prices for your unique offering. This approach not only drives profitability but also fosters long-term brand loyalty.
Leverage the TPS approach for ongoing optimization
To elevate your Google Ads performance, implement Shri's "TPS approach" of continuous testing, profitability analysis, and strategic scaling.
As you identify winning products and campaign setups, separate them into distinct campaigns to prevent budget monopolization and allow for efficient scaling. Simultaneously, maintain testing campaigns to discover new opportunities and prevent stagnation.
By structuring your account with a clear delineation between testing and scaling, you can methodically expand your profitable campaigns while remaining agile in your ongoing optimization efforts. This approach ensures you stay ahead of the curve in an ever-evolving ad platform.
Success Strategies
Apply the TPS Approach for Effective Google Ads
Shri Kanase's "TPS approach" (Testing, Profitability, Scaling) is a strategic framework for optimizing Google Ads campaigns. By separating testing campaigns from profitable ones, you can efficiently allocate budgets and prevent a few products from monopolizing ad spend.
This approach allows you to continuously test new products while scaling the ones that have proven their profitability. Implementing the TPS method enables you to find winning products faster and maximize your return on ad spend.
Leverage Strategic Segregation in Performance Max Campaigns
When running Performance Max (PMax) campaigns, proper segregation based on factors like product price points is crucial. Kanase advises creating separate campaigns for different product segments, such as $100-$500 items versus $5000-$10,000 ones.
This strategic segregation ensures that Google's algorithm targets the appropriate customer demographics for each product type. By tailoring your PMax campaigns to specific segments, you can improve the relevance of your ads and drive better results.
Focus on Perceived Value Over Price Wars
Instead of engaging in race-to-the-bottom price competition, Kanase emphasizes the importance of presenting a high perceived brand value. This involves optimizing key elements such as product imagery, titles, and the customer experience on your landing pages.
By focusing on these aspects, you can improve click-through rates and average order values, ultimately leading to a better return on ad spend. Prioritizing perceived value allows you to differentiate your brand and attract customers who are willing to pay for quality and experience.
Success Strategies
Here are 3 strategies for DTC success based on insights shared by Shri Kanase on the DTC Pod:
Implement the TPS approach for Google Ads optimization
The Testing, Profitability, and Scaling (TPS) method is a powerful framework for enhancing the performance of your Google Ads campaigns.
Start by creating separate campaigns for testing new products and identifying winners. Once you've found profitable products, move them into dedicated campaigns to prevent your testing efforts from cannibalizing their budget. This segregation allows you to efficiently allocate spend and scale your top-performers.
By adopting the TPS approach, you can continuously uncover new opportunities while maximizing the return on your advertising investment.
Leverage strategic campaign segregation
As your brand grows, it becomes increasingly important to tailor your Google Ads campaigns to specific product segments and customer demographics.
Kanase recommends creating multiple Performance Max campaigns based on factors like price points. For example, you might have one campaign targeting customers for products in the $100-$500 range and another focused on high-ticket items between $5,000-$10,000.
This strategic segregation ensures that your ads are reaching the right audience with the most relevant messaging, ultimately leading to higher conversion rates and a better return on ad spend.
Focus on perceived value over price wars
In a crowded eCommerce landscape, it can be tempting to compete solely on price. However, Kanase emphasizes the importance of showcasing your brand's unique value proposition.
Instead of racing to the bottom, invest in high-quality product imagery, compelling ad copy, and a seamless landing page experience. By presenting your brand in the best possible light, you can improve click-through rates and average order values.
Remember, success on Google Ads is not just about spending more money, but rather about implementing a thoughtful, strategic approach that highlights your brand's distinct offerings and resonates with your target customers.
Success Strategies
Here are 3 strategies for DTC success based on insights shared by Shri Kanase on the DTC Pod:
Implement the TPS approach for Google Ads optimization
The Testing, Profitability, and Scaling (TPS) method is a powerful framework for enhancing the performance of your Google Ads campaigns.
Start by creating separate campaigns for testing new products and identifying winners. Once you've found profitable products, move them into dedicated campaigns to prevent your testing efforts from cannibalizing their budget. This segregation allows you to efficiently allocate spend and scale your top-performers.
As your campaigns gain momentum, provide further guidance to the algorithm by separating tested products from profitable ones. This ensures that your budget is being used effectively and that you're continuously uncovering new opportunities.
By adopting the TPS approach, you can systematically optimize your Google Ads account, maximize your return on investment, and drive sustainable growth for your DTC brand.
Leverage strategic campaign segregation
As your brand grows, it becomes increasingly important to tailor your Google Ads campaigns to specific product segments and customer demographics.
Kanase recommends creating multiple Performance Max campaigns based on factors like price points. For example, you might have one campaign targeting customers for products in the $100-$500 range and another focused on high-ticket items between $5,000-$10,000.
This strategic segregation ensures that your ads are reaching the right audience with the most relevant messaging, ultimately leading to higher conversion rates and a better return on ad spend.
Over time, you should aim to create a suite of Performance Max campaigns that are fine-tuned to different product categories and customer personas. By doing so, you'll enable the algorithm to better distinguish between various customer bases and optimize targeting for each segment.
Implementing this advanced segregation strategy will help you get the most out of your Google Ads budget and drive more qualified traffic to your site.
Focus on perceived value over price wars
In a crowded eCommerce landscape, it can be tempting to compete solely on price. However, Kanase emphasizes the importance of showcasing your brand's unique value proposition.
Instead of racing to the bottom, invest in high-quality product imagery, compelling ad copy, and a seamless landing page experience. By presenting your brand in the best possible light, you can improve click-through rates and average order values.
To convey a high perceived value, pay close attention to every touchpoint in the customer journey. Ensure that your product titles and descriptions accurately highlight key features and benefits. Use lifestyle imagery to help shoppers envision how your products fit into their lives. And most importantly, deliver an exceptional post-click experience that reinforces your brand's quality and trustworthiness.
Remember, success on Google Ads is not just about spending more money, but rather about implementing a thoughtful, strategic approach that highlights your brand's distinct offerings and resonates with your target customers. By focusing on value over price, you'll attract loyal customers who appreciate your brand's unique perspective and are willing to invest in your products for the long haul.
Success Strategies
Here are 3 DTC success strategies based on insights from Shri Kanase:
Adopt a strategic approach to Google Ads
Shri Kanase emphasizes the importance of a strategic approach when running Google Ads campaigns. Simply increasing your budget without a clear plan is not the path to success.
Instead, focus on optimizing your campaigns through tactics like the TPS approach (testing, profitability, scaling), proper campaign segregation based on product price points, and tailoring campaigns to specific customer segments. By implementing these strategies, you can make the most of your ad spend and drive better results for your brand.
Prioritize ad placements that drive conversions
Not all ad placements are created equal. Kanase advises focusing your efforts on the placements that are most likely to drive conversions, such as shopping, search, and YouTube ads.
While it may be tempting to invest in placements aimed at brand awareness, like display ads, these often come with a higher cost and lower return. By prioritizing the placements that directly impact your bottom line, you can allocate your budget more effectively and see a better return on your ad spend.
Leverage your unique brand assets to create compelling ads
To stand out in the crowded eCommerce space, it's essential to create ads that capture your audience's attention and showcase your brand's unique value proposition.
Kanase suggests leveraging your brand's unique assets, such as user-generated content and customer testimonials, to create engaging ad creative. By showcasing real customer experiences and highlighting the benefits of your products, you can build trust with your target audience and drive more conversions.
Remember, the key is to tailor your ad assets to each specific platform, whether it's short-form videos for YouTube or high-quality product images for Google Shopping ads. By putting in the effort to create compelling, platform-specific ads, you can set your brand up for success on Google Ads and beyond.
Success Strategies
Implement a strategic approach to Google Ads
Shri Kanase stresses the importance of a well-thought-out strategy when running Google Ads campaigns. Blindly increasing your budget is not a recipe for success.
Instead, focus on optimizing your campaigns through techniques like the TPS approach (testing, profitability, scaling), proper campaign segregation based on product price points, and tailoring campaigns to specific customer segments. By employing these strategies, you can maximize your ad spend and achieve better results for your brand.
Prioritize ad placements that drive conversions
Not all ad placements are equally effective. Kanase recommends concentrating your efforts on the placements most likely to drive conversions, such as shopping, search, and YouTube ads.
While it may be appealing to invest in placements geared towards brand awareness, like display ads, these often come with a higher cost and lower return. By focusing on the placements that directly impact your bottom line, you can allocate your budget more efficiently and see a better return on your ad spend.
Leverage your unique brand assets to create compelling ads
To stand out in the competitive eCommerce landscape, it's crucial to create ads that grab your audience's attention and showcase your brand's unique value proposition.
Kanase advises leveraging your brand's distinctive assets, such as user-generated content and customer testimonials, to create engaging ad creative. By highlighting real customer experiences and emphasizing the benefits of your products, you can build trust with your target audience and drive more conversions.
Remember, the key is to tailor your ad assets to each specific platform, whether it's short-form videos for YouTube or high-quality product images for Google Shopping ads. By putting in the effort to create compelling, platform-specific ads, you can set your brand up for success on Google Ads and beyond.
Adopt a feed-only approach for Performance Max campaigns
Performance Max (PMax) campaigns in Google Ads can be costly if not managed properly, as they take a significant amount of control away from advertisers.
To avoid inefficiencies and wasted budget across multiple placements, Kanase suggests a strategic "feed only" approach in PMax. By focusing exclusively on shopping placements, you can ensure that your budget is being allocated to the areas most likely to drive conversions and generate a positive return on ad spend.
This targeted approach allows you to make the most of the PMax campaign structure while minimizing the risk of overspending on less effective placements.
Focus on improving key metrics to boost ROAS
To achieve a strong return on ad spend (ROAS), Kanase emphasizes the importance of understanding and improving key metrics that contribute to this goal.
Factors such as click-through rate (CTR), average order value, and ad account quality score all play a role in determining your cost per acquisition and ultimately your ROAS. By identifying areas for improvement and implementing targeted optimizations, you can work towards boosting these metrics and driving better overall performance for your Google Ads campaigns.
Remember, ROAS should be viewed as an end goal, not a starting point. By focusing on the underlying metrics that contribute to ROAS, you can set your campaigns up for long-term success and ensure that your ad spend is driving meaningful results for your brand.
Success Strategies
Implement a strategic approach to Google Ads
Shri Kanase stresses the importance of a well-thought-out strategy when running Google Ads campaigns. Blindly increasing your budget is not a recipe for success.
Instead, focus on optimizing your campaigns through techniques like the TPS approach (testing, profitability, scaling), proper campaign segregation based on product price points, and tailoring campaigns to specific customer segments. By employing these strategies, you can maximize your ad spend and achieve better results for your brand.
Prioritize ad placements that drive conversions and align with your goals
Not all ad placements are equally effective, and it's essential to focus your efforts on the ones that align with your specific goals and are most likely to drive conversions. Kanase recommends concentrating on placements like shopping, search, and YouTube ads, as these often have a more direct impact on your bottom line.
While it may be tempting to invest in placements geared towards brand awareness, such as display ads, these often come with a higher cost and lower return. That's not to say that brand awareness isn't important, but it's crucial to find the right balance and allocate your budget in a way that supports your overall objectives.
When deciding which placements to prioritize, consider factors like your target audience, product offerings, and the stage of the customer journey you're targeting. By taking a strategic approach and focusing on the placements that are most relevant to your brand and audience, you can ensure that your ad spend is driving meaningful results and contributing to your long-term success.
Leverage your unique brand assets to create compelling ads
To stand out in the competitive eCommerce landscape, it's crucial to create ads that grab your audience's attention and showcase your brand's unique value proposition.
Kanase advises leveraging your brand's distinctive assets, such as user-generated content and customer testimonials, to create engaging ad creative. By highlighting real customer experiences and emphasizing the benefits of your products, you can build trust with your target audience and drive more conversions.
Remember, the key is to tailor your ad assets to each specific platform, whether it's short-form videos for YouTube or high-quality product images for Google Shopping ads. By putting in the effort to create compelling, platform-specific ads, you can set your brand up for success on Google Ads and beyond.
Adopt a feed-only approach for Performance Max campaigns to maximize efficiency
Performance Max (PMax) campaigns in Google Ads can be a powerful tool for driving conversions and reaching your target audience across multiple placements. However, if not managed properly, they can also be costly and lead to inefficiencies in your ad spend.
To mitigate these risks and ensure that your PMax campaigns are driving the best possible results, Kanase suggests adopting a strategic "feed only" approach. By focusing exclusively on shopping placements and leveraging your product feed data, you can ensure that your ads are being shown to high-intent audiences who are more likely to convert.
This targeted approach allows you to make the most of the PMax campaign structure while minimizing the risk of overspending on less effective placements. By streamlining your campaigns and focusing on the areas that are most likely to drive conversions, you can maximize the efficiency of your ad spend and achieve a better return on investment.
When implementing a feed-only approach, it's essential to ensure that your product feed data is accurate, up-to-date, and optimized for performance. This includes factors like product titles, descriptions, images, and pricing information. By providing high-quality feed data, you can help the PMax algorithm better understand your products and match them with relevant search queries and audience segments.
Focus on improving key metrics to boost ROAS
To achieve a strong return on ad spend (ROAS), Kanase emphasizes the importance of understanding and improving key metrics that contribute to this goal.
Factors such as click-through rate (CTR), average order value, and ad account quality score all play a role in determining your cost per acquisition and ultimately your ROAS. By identifying areas for improvement and implementing targeted optimizations, you can work towards boosting these metrics and driving better overall performance for your Google Ads campaigns.
Remember, ROAS should be viewed as an end goal, not a starting point. By focusing on the underlying metrics that contribute to ROAS, you can set your campaigns up for long-term success and ensure that your ad spend is driving meaningful results for your brand.
LinkedIN - Start from Scratch
If I had to rebuild my Google Ads account from scratch, here's the strategy I'd use:
(This is the exact framework Shri Kanase used to scale top eCommerce brands)
To turn ad spend into profits, you need campaigns that:
• Test products effectively
• Optimize for profitability
• Scale winners efficiently
So...
How do you create Google Ads campaigns that test, optimize, and scale?
By using the TPS Approach.
The TPS approach has 3 parts:
• Testing
• Profitability
• Scaling
Testing campaigns cast a wide net.
They prevent profitable products from monopolizing budgets.
Profitability campaigns are highly targeted.
They guide the algorithm by separating tested and profitable products.
Scaling campaigns help you efficiently grow.
They leverage data to scale your top performers.
The key is to get the right structure:
• Segregate campaigns by price points
• Create multiple PMax campaigns for product types
• Tailor targeting to different customer bases
Most brands go wrong by lumping everything together.
They put all products in one PMax campaign that becomes a "money pit."
The solution?
Focus on strategic testing and segmentation first.
Use a dual PMax approach (imagery vs. feed) to find what works.
Then when you do scale, you have data-driven insights on your side.
So how can you implement the TPS approach for your brand?
Step 1: Know your products
Which products have high search volume?
How do your products compare to competitors?
Understand your different customer segments
Step 2: Structure your account
Segregate campaigns by key factors (e.g., price points)
Use the "fishing net" approach for broad initial targeting
Set up multiple PMax campaigns for product segments
Step 3: Optimize based on data
Adjust bids, budgets & targeting every 7-14 days
"Punish" low performers and "reward" high performers
Double down on what's working and cut what's not
The biggest takeaway?
Google Ads, like anything else, is iterative.
Just start testing.
Anything you'd do differently?
Would love to hear it.
--
Check out the full convo with Shri here:
dtcpod.com/episode/342
And follow along as we bring you marketing insights from top DTC operators and experts.
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