The 7-8 Figure Google Ads eCommerce Playbook
Get the 3-step framework I use to scale:
Brands (from $250K-$10M) using Google Ads.
Whether you’re chasing your first $1,000,000:
Or $10,000,000:
This simple yet highly effective guide and strategies within have you covered.
Supporting every stage of growth you’re in.
Here’s a breakdown of the playbook:
Brand Categorisation
Ecommerce brands the success of your product sales…
Is in how you structure your Google Ads account.
Here’s exactly how I do it for my clients (depending on their size).
First, choose from the below 3 brackets to determine which strategy you need to use:
- <25 products
- 26-3,000 products
- 3,001+ products
Simply total your products, select your bracket and move onto the corresponding section.
<25 Products
If you sell <25 products, this is exactly what you need to do:
1-5 products per Shopping and Search campaign.
Important note: Depending on the search volume of your products, it may be better consolidating this into fewer campaigns (2 for Shopping and 1-2 for Search).
However, if you have distinct product categories with large search volumes, the above structure works very well.
26-3,000 Products
If the total products you sell is within this range, this is what you need to do:
- Bucket your products based on performance
- Create Shopping campaigns for them using the following categories:
- Superstars
- A Players
- Reserves
- Benched
- Zombies
Also create Search campaigns for your Superstars and A Players.
Here’s how this structure looks:
Important note: The total amount of Shopping campaigns you use will differ depending on how many products you have.
For those brands that have thousands of products, all 5 Shopping campaigns will work well.
However, if you have a few hundred products, it may be better only having 3 campaigns:
- Top Performers
- Mid Performers
- Poor Performers
In any case, we recommend leveraging your account data to determine the best way to assign your products across the campaigns.
3,001+ Products
If you’re in this range, use the exact strategy as the previous.
However, you now want to segment top performing categories into their own hubs.
Note: You can still have a catch-all hub for all products outside these categories.
It would look like this…
A campaign set for your top performing category:
And a campaign set for all your other products:
Hybrid Search Campaigns
This is a bonus strategy for Search campaigns and can be applied to any brand category mentioned above.
It’s great to use when:
- You’ve built targeted Search campaigns but
- Still have products that aren’t being targeted within Search (think Reserves and Benched products)
For these you can create a catch-all DSA (Dynamic Search Ads) campaign and run it along your Search campaigns.
This way you’re targeting all your product inventory within Search.
In the below image, you can see we’re running two targeted product Search campaigns (the first two) and one DSA campaign (the last one) for all other products.
Bonus tip: If you’re unsure as to where to start with your Search campaigns, you can start with one DSA campaign for all your products and use the performance data within to help you decide which products you should create targeted Search campaigns for.
The Best Part?
I’ve tried and tested the above structures on 250+ eCommerce Google Ads accounts.
Meaning:
- It works 100%
- You don’t need to figure it out yourself
So if you haven’t done so already…
Be sure to implement the right structure for your account ASAP, otherwise you’re:
- Wasting media spend
- Not making as much money as you should be
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, we’d be happy to help.
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