The $96.4M Google Ads Shopping Guide
I’ve made insane $$ for my clients and…
Today I’m not holding back, you’re getting full access to:
- How the top 1% brands do it
- My top 3 revenue boosting strategies
- A step-by-step systematic scaling system (included within each strategy)
I guarantee you:
You’ll get exposed to information you’ve never come across
PLUS exactly how to implement it within your account.
Removing all guess work.
And today you get access to it all.
Here’s an overview of what’s to come:
The Consolidation Strategy
The title says it all, this strategy is purely focused on consolidating your Google Shopping campaigns…
Into as many focused campaigns as possible.
Here are the 3 Shopping campaigns this strategy uses:
- Top performers (campaign priority: high)
- Mid performers (campaign priority: medium)
- Poor performers (campaign priority: low)
If you haven’t run Shopping campaigns before, you simply start with:
- 1 catch all Shopping campaign
Then as the data matures, you can segment this campaign according to performance.
If you don’t have many products <100 you might be better off running this strategy a little differently:
- Top performers
- All other products
Now which approach should you take?
That’s really dependant on the data.
I recommend starting with tight consolidation and segmenting out slowly based on performance.
Here’s how this could look over a 3-month period:
Note: For some brands, it’s perfectly okay to stay with the “Month 2” campaign architecture of simply top performers and all other products.
Your data will help you determine the best structure for you.
What Makes This Strategy So Powerful?
Consolidating products into a few Shopping campaigns = Consolidating data.
And the more data in each campaign?
The more fuel you’re giving Google’s AI to find ready to buy customers, increasing your sales.
The Expansion Strategy
This is an excellent strategy for growing eCommerce brands with:
- A more diverse product range
- Across several categories
It takes quite a similar approach to the Consolidation strategy, however…
As you now have more products and spend, your data segments have expanded.
Meaning, you now have more data across:
- 0-1 ROAS
- 1-2 ROAS
- 2-3 ROAS
- 3-4 ROAS
- 5+ ROAS
Or POAS.
And more data requires more budget focus and allocation on each segment.
Note: These ROAS/POAS brackets could vary for each brand, the above is just an example.
As a reminder, the Consolidation strategy focuses on using 2-3 of these campaigns:
- Top performers
- Mid performers
- Poor performers
The Expansion strategy looks like this:
- Superstars
- A Players
- Reserves
- Benched
- Zombies
Here’s an overview of this strategy and how you’d implement it:
What About The Zombies?
You may notice we didn’t include them in the image above.
Zombies are products that receive <50-100 impressions with minimal to no clicks.
You have two options here:
- Include them within your benched campaign
- Create a separate campaign for them and see if they get more visibility
We recommend starting with a separate campaign for them and if their visibility/performance doesn’t improve within 30-60 days, simply consolidate these products into the benched campaign.
Implementing The Expansion Strategy
This could be done 1 of 2 ways.
The first way is to segment your products into the 4-5 categories/Shopping campaigns right away.
The second (especially if you’re transitioning away from PMax) or if your account architecture is quite messy, is to first start with the Consolidation strategy then transition into the Expansion strategy.
Why?
Because your account and products will behave differently within a new structure and nurturing your campaigns is required.
Meaning letting them build data gradually will form the strongest foundation for long-term performance and success.
You’ll notice the Expansion campaign architecture is listed as “Months 4-5”.
Transitioning from Consolidation to Expansion can take 30-60 days.
The key is not to rush it.
Let the data build and only make the move when the time is right.
The Enterprise Strategy
Now this strategy is for the major eCommerce players.
Those spending a minimum of $50-100K per month on Google Ads.
The Enterprise has the same foundation as the Expansion strategy:
- Superstars
- A Players
- Reserves
- Benched
- Zombies
With one major addition:
You segment out categories or key products you:
- Really want to compete on or
- Drive a lot of revenue for your brand
These could be products that have enough search/sales volume to be their own category such as:
- Nike Air Max
- Nike Metcons
- Reebok Nanos
- NB Running Shoes
- Nike Football Boots
Or it could be entire categories that fit a similar description.
Now why would you do this?
Two reasons:
- Direct budget allocation and increased visibility (because they perform so well)
- You run dedicated promotions for this product or category and compete aggressively on them
Meaning you might run an “up to 20% off store wide” but for this particular product segment you run “30% off category/product X”.
It’s actually crucial to do this, especially when you hit major sale seasons.
These particular products react to price fluctuations and having them segmented is key to give you the control and visibility you need to maximise their sales and drive growth.
Depending on how many product/category segments you create, you may want to revert back to Consolidation + Enterprise instead of Expansion + Enterprise:
It really depends on how much data each campaign is collecting and how well they are performing.
If you find performance is declining, this means you may have segmented too aggressively.
In this instance you’d want to use Consolidation + Enterprise instead.
Either way, always use the data as your guide.
Variation Of Shopping Campaign Architecture
We’ve just gone through the three key foundational Google Shopping campaign structures available to you today:
- Consolidation
- Expansion
- Enterprise
Plus how you can combine them to really drive sales and growth:
- Consolidation + Expansion
- Expansion + Enterprise
- Consolidation + Enterprise and so on.
But keep in mind these are your foundational building blocks.
Each brand will have a unique application of these strategies, there’s truly no one-size-fits-all approach.
Here’s one example, for a brand we work with:
We’ve leveraged the Expansion strategy using product price alongside ROAS as the primary deciding factors as to which campaigns we allocate the products to.
Why?
They have several thousand products some <$10 and others >$70.
And after running multiple tests that’s what the data told us to do.
The point being there’s no right or wrong way, however, there is a unique approach that’ll work best for your brand.
With that being said, we’ve got some good news for you:
If you need help with your campaigns, read on…
Transform Your Google Shopping Campaigns Today
All of this can be a lot of work, it also requires time and a fair amount of expertise to get it right.
If you need a hand with your Google Ads management and want to drive more sales for your business, reach out, we’d be happy to help.