The $57.2M Google Ads eCommerce Guide

Today I’m sharing exactly how I made $57.2M for one of our eCommerce clients.

Purely using Google Ads.

At a 10.98X ROAS.

Before we get started…

Here’s the proof:

Google-Ads-57.2M-eCommerce-Guide

What follows…

Is the exact 8 step growth system I used to achieve it.

Let’s get right into it.

Here’s a quick overview of the 8 steps:

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:

  1. It targets the entire funnel
  2. Performance focused
  3. Nurtures customers
eCommerce - Google Ads - Funnel Overview

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).

It’s Not A Copy and Paste 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 jump right into it.

Step 1: Performance Shopping Campaigns

The foundation of your account 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 were used:

  1. Superstars
  2. A Players
  3. Reserves
  4. Benched

This is a summary of how this looks:

The Ideal Google Shopping Campaign Structure For eCommerce Brands

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 2-3 campaigns instead.

Here’s how this would look:

  • Top performers
  • Mid performers
  • Poor performers

On the other hand, if you stock 20,000+ products, you may want to segment this structure on a category level, for instance:

Category A:

  • Top performers
  • Mid performers
  • Poor performers

Category B:

  • Top performers
  • Mid performers
  • Poor performers

Again, based on your brand will determine the best way to set this up.

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):

Google Shopping Campaign Performance Structure

Step 2: Branded Search Campaign

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 4-6 weeks before leaving them active or pausing 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:

Branded Search Campaign Bid Strategy

Adjust the maximum CPC bid limit as required keeping in mind:

  • Average CPC
  • Search impression share

Step 3: Branded Shopping Campaign

Similar to branded Search, however, this is for Shopping inventory only.

What you want to do is:

  1. Set up a Standard Shopping campaign
  2. Campaign priority set to “Low”
  3. tROAS set very high:
    • Depending on your brand strength, this could be 2-5X your non-branded Shopping campaign tROAS
  4. 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:

Non-Branded Negative Keyword List

Step 4: Non-branded Search Campaigns

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 Superstar and A Player products only.

To do so:

Leverage your Shopping campaign data to build them out.

In particular, your “Product” reports:

Google Shopping Product Report

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 the Search campaign structure which was built for the client:

Google Ads Search Campaign Architecture (Updated)

Please note, they don’t sell mattresses, this is purely for you to visualise the structure.

In total they had 4 key categories in which this structure was applied.

Campaign Segmentation

Important note on segmenting the campaigns:

  • Exact and Phrase keywords are in one campaign
  • Broad keywords are in a separate campaign altogether.

This allows for better budget and performance control across the campaigns.

Step 5: Non-Branded DSA Campaign

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.

It’s very handy when:

  • You have 100+ products to advertise on Search
  • You have multiple long tail keyword variations
  • You want to cover all your Search basis

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, you don’t want the DSA campaign going after branded traffic.

How To Find The Negative Dynamic Ad Targets Interface

Navigate to the campaign > Click “Dynamic ad targets” > Click “Negative dynamic ad targets”:

Google Ads DSA Campaigns Negative Dynamic Ad Targets

Step 6: Dynamic Remarketing Campaign

I leveraged this campaign type to ensure we were maximising all opportunties.

To collect data, it started 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:

Google Ads Conversion Lag Report

It’ll show you how many days it took for your customers to convert:

Google Ads Conversion Lag Data

Their remarketing campaigns are now a lot more refined.

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.

Step 7: YouTube Remarketing Campaign

As our client had incredible Meta and TikTok video creative:

I used them to also build out YouTube remarketing campaigns.

I took their best performing video assets:

  • UGC (user generated content)
  • Product demos

And started with these audiences:

  • Abandoned cart and
  • Product view last 30 dats with no purchase

Step 8: YouTube Shorts Campaign

This campaign type is purely top of funnel.

I strategically used 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)
  • 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:

I used their product feed to advertise their Superstar and A Player products only.

You do this within the settings by applying the respective product filters:

YouTube Shorts Campaign Settings - Product Filtering

This is great as you’re showing your top performers to a new audience…

Increasing the chances of conversion.

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.

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