The $337M Google Ads Full Funnel Guide
We’ve generated $337M for our clients.
And today you get access to:
The exact strategy we’ve been using…
To achieve results like this:
This:
And this:
Let’s jump right into it.
Here’s a quick overview of the campaign strategy:
Why Does This System Work So Well?
Before we dive into it:
It’s important to first (briefly) understand why this system works so well.
It comes down to 3 simple reasons:
- It targets the entire funnel
- Performance focused
- Nurtures customers
In summary:
It’s a full-funnel performance approach to Google Ads…
Specifically for eCommerce brands.
Note: If you’re focused on generating leads, you can still use parts of this strategy (the Search campaign section to follow in particular).
Don’t Copy and Paste This Strategy
Critical to note this.
If you’re planning to use this system for your brand…
The foundations are the same HOWEVER:
It needs to be customised to your business.
There are nuances to your organisation that require a bespoke campaign solution.
With that being said, let’s get started.
Search Campaigns (Branded)
Branded campaigns are bottom of funnel and have the highest ROAS.
Generally speaking, a large portion of your branded traffic audience know who you are and want to transact when searching for you on Google.
This simply consists of a Search campaign containing:
- Your brand name as an exact keyword (and related variants)
- Your brand name as a phrase keyword (and related variants)
You’ll notice I haven’t mentioned broad keywords here.
That’s because they can sometimes drive unqualified traffic at higher costs and that’s not the intent of this campaign.
In any case, you can also include these and test them for 2-4 weeks before leaving them active or pausing/refining them.
Branded Search Campaign Bid Strategy
Super important note for branded Search campaigns:
Your bid strategy needs to be target impression share.
It will:
- Reduce your branded CPCs dramatically
- Increase your ROAS significantly
Here’s how to set this up:
Adjust the maximum CPC bid limit as required keeping in mind:
- Average CPC
- Search impression share
Search Campaigns (Non-Branded)
These are great for expanding your account’s reach and potential.
However, there’s a trick to getting this right.
You want to focus on your top selling products to start with.
To do so:
Leverage your Shopping campaign data to build them out.
In particular, your “Product” reports:
Using the following data to confirm your product selection:
- Conversions
- Conversion value
- Conversion value / cost
- Profit metrics (if you have them)
Here’s an overview of an ideal Search campaign structure:
Important note: Exact and Phrase keywords are in one campaign whilst the Broad keywords are in a separate campaign altogether.
This allows for better budget and performance control across the campaigns.
Shopping Campaigns (Branded)
Similar to branded Search, however, this is for Shopping inventory only.
What you want to do is:
- Set up a Standard Shopping campaign
- Campaign priority set to “Low”
- tROAS set very high:
- Depending on your brand strength, this could be 2-5X your non-branded Shopping campaign tROAS
- Create a negative keyword list:
- Apply it to this campaign
- Exclude any non-branded keywords as they appear
Here’s an example of how this looks:
Shopping Campaigns (Non-Branded)
A key foundation to your account’s success is here.
It’s where the bulk of your new customer acquisition will come from.
4 targeted Standard Shopping performance-based product grouping campaigns is an ideal starting point:
- Superstars
- A Players
- Reserves
- Benched
This is a summary of how this looks:
Important pointers:
- The recommended bid strategy for all campaign types is tROAS
- If you’re just starting out, set your tROAS to 150%
- You don’t need to use all these campaigns
If your brand has <500 products, you’d be better off with 1-3 campaigns instead.
Here’s how this could look:
- Top performers
- Mid performers
- Poor performers
On the other hand, if you stock 20,000+ products, you may want to leverage this structure on a category level instead, for instance:
Category A:
- Top performers
- Mid performers
- Poor performers
Category B:
- Top performers
- Mid performers
- Poor performers
When it’s all done, this is how it should look in your account (if you’ve gone for the 4 Shopping campaign set up):
Dynamic Search Campaigns
The best way to explain this campaign type:
It’s Google Shopping for Search.
This campaign:
- Dynamically generates your H1 and H2 based on the user’s search query
- Dynamically inputs the relevant product page URL
- Maximises CTR and CVR across Search
It’s an excellent campaign type and should be used as part of your overall Search campaign strategy.
Some key pointers, you want to:
- Add your homepage as a negative dynamic ad target
- Add all non-commercial pages as negative dynamic ad targets
- Included all your branded keywords as negative search keywords
This forces the campaign to only focus on non-branded traffic whilst preventing it from advertising your information based posts/pages.
Remember:
You’ve already got a dedicated branded Search campaign.
YouTube Shorts Campaign (Demand Generation)
This campaign type is purely top of funnel.
We strategically use it to target a new audience.
Essentially a cold awareness campaign.
These are great to implement once:
- You’ve maxed out middle and bottom of funnel
- You’re willing to invest in acquiring new customers (at a higher cost)
- You have sufficient budget to do so
In doing so, you increase your overall audience size.
Creatives used:
- UGC
- Product demos
Also, this one optimisation really helps:
We use our client’s product data feed to advertise their top performing products only (Superstars and A Players).
You do this within the settings by applying the respective product filters:
This is great as you’re showing your top performers to a new audience…
Increasing the chances of conversion.
Dynamic Remarketing Campaign
We leverage this campaign type to ensure we’re maximising all opportunties.
To collect data, we recommend starting off as:
- Audience:
- Product view
- No purchase
- Last 30 days
- Frequency:
- 7 per day per user
To help determine the initial audience window, use the conversion lag report:
It’ll show you how many days it took for your customers to convert:
For your own brand however, leverage the data you have to create the initial audiences.
Note: In time, you should have more advanced remarketing list segmentation.
Pro tip: It’s best to build your audiences in your CRM and share them with Google, it makes for stronger audience creation and targeting.
YouTube Remarketing Campaign (Optional)
If you have great Meta and TikTok video creative:
You can use them to also build out YouTube remarketing campaigns.
We take our client’s best performing video assets:
- UGC (user generated content)
- Product demos
And usually start with these audiences:
- Abandoned cart and
- Product view last 7-30 days with no purchase
Bonus: Get Started Today
All of this can be a lot of work, it also requires time and expertise to get it right.
If you need a hand with your Google Ads management, reach out and we’d be happy to help.