The Google Ads 10X ROAS Protocol
We’ve all experienced this:
Continuously optimising your Google Ads campaigns.
However month after month, ROAS doesn’t seem to improve.
Here’s the good news, there are a few key ways to turn this around.
And today’s your lucky today…
The 6 strategies I’m going to be sharing have gotten my clients results like this:
And this:
Want the same for your brand?
Read on.
6 strategy overview.
Strategy 1: Leech Product Optimisation
The number 1 ROAS killer for DTC brands found…
After auditing 15 Google Ads accounts in the last 4 weeks:
Advertising products that DO NOT SELL.
For most brands 10-20% of their SKUs make up the majority of their sales.
Whilst the others don’t do much.
However many times, the 80% are spending a lot of $$
Here’s what to do instead:
- Find these products
- Create a campaign for them
- Give them a reduced daily budget
Then allocate the bulk of your spend to the top 10-20%.
It’ll do wonders for your revenue and ROAS.
Strategy 2: Hybrid Google Shopping Campaigns
This 1 strategy is killing it for my clients.
It’s simply segmentation by category maturity.
Take brand A for example:
- They might be dominant in category A
- But not as strong in category B
Although it’s the same brand:
You can’t deploy the same strategy for both categories:
- Category A will require greater segmentation
- Category B will require less segmentation
This is where real ROAS growth for DTC brands occur:
- Understanding your brand
- Understanding your products
- Building a custom strategy to fit your needs
Remember:
- No cookie-cutter strategy
- Bespoke to your brand
- Makes a big impact
Strategy 3: Budget Spending Hack
The number 1 oversight I see…
That’s limiting DTC revenue growth:
Poor budget management.
If you want to unlock growth for your brand, here’s exactly what you need to do.
Let’s start with a simple breakdown of traffic.
- Cold traffic: Converts less
- Warm traffic: Converts better
- Hot traffic: Converts best
Now, as you increase a campaign’s daily budget, you start breaking into different levels of traffic.
Let’s analyse spend to see how this works.
- $100/day
- = 100% hot traffic
- = ROAS 5
- $200/day
- = 100% hot and warm traffic
- = ROAS 4
- $300/day
- = 100% hot, warm and cold traffic
- = ROAS 3
These numbers are examples and will differ for your account.
But do you see the relationship between spend and performance?
As you spend more…
Google will show your ads to a broader audience…
Which converts at a lower rate than your initial warmer audience.
Increasing spend, whilst decreasing ROAS and profitable revenue.
Here’s the key:
You need to find the sweet spot for each campaign.
Where scale meets profitability.
Once you’ve done so, you shouldn’t scale the campaign any further.
What to do instead?
Create a new campaign targeting a new category or product set.
Strategy 4: Negative Products
You’ve heard of negative keywords, but have you ever…
Heard of negative products?
And what happens when you pair them both?
It supercharges your Google Ads performance.
How?
Find products that aren’t performing:
Turn them into negatives.
Simply put:
Not advertising your underperforming keywords & products…
Will dramatically increase your ROAS and revenue.
Strategy 5: Campaign Segmentation
I’m letting the cat out of the bag with this one.
Top secrets are not so secret after this strategy.
For eCommerce brands, here’s your golden nugget:
Campaign segmentation is CRITICAL.
It gives you the ability to target:
- Shopping
- Search
- Display
- Video
Directly.
The alternative?
The PMax mosh pit…
Which puts all of these campaign types together.
And when performance starts to increase or decrease…
No one knows why.
And when you want to optimise your campaigns…
No one knows exactly how to.
eCommerce brands if your account is running…
Majority PMax campaigns you’re:
- Giving your competitors room to eat your lunch
- Restricting your product visibility
- Limiting your growth
It’s time to make the move.
Your alternative?
Get left behind and let your competitors take your sales.
Strategy 6: Campaign Consolidation
You read that correctly…
Campaign consolidation.
Let’s focus on this account’s Shopping campaigns.
Before they looked like this:
You can see there are 8 in total.
After they looked like this:
That’s a total of 3.
Here’s a clear before and after of these campaigns:
You will note:
- Top Store Performers (were maintained)
- Poor Performers (were maintained)
- The 6 segmented category campaigns (were merged into one Top Online Performers campaign)
That’s the strategy.
It’s really that simple.
Now Why Does This Work So Well?
Consolidated campaigns = Consolidated data
And…
The more performance data in a single campaign (conversions, conv. value etc.)…
The more fuel you’re giving Google’s AI to optimise against.
Meaning:
The more you centralise data points and signals:
The more conversions your campaign will drive for you.
Ready To Achieve A 10X ROAS?
You can work with us directly and we’ll do all this for you.
Simply fill out the form and take the first step to transforming your ROAS.