The Google Ads 67,712 Sales System
I’ve generated 67,712 sales for our client.
Using the exact 4-step system I’m sharing today…
To drive them insane revenue.
If you’re looking to maximise your sales (even leads).
This blueprint has you covered.
Here’s an overview of what’s to come:
Keyword Qualifier and Projection Planner
Before diving into building your campaigns (or even taking on new clients):
You want to qualify the products/services first using keyword search volume to make sure they’re suitable for advertising on Google Ads.
Don’t skip this step as rushing ahead can set yourself or your client up for failure.
Once you’ve qualified your products/services, you can use the same tool (below) to set projections and expectations.
I’ve created a complete guide on how to use this tool.
You can get the guide alongside a copy of the tool here.
Search Campaign Architecture
Once you’ve successfully passed the qualification step, you can now focus on building your Search campaigns (the main focus of this system).
This is one of the key campaign types you want to be using to drive the majority of your sales/leads.
Here’s an overview of how an ideal Search campaign architecture looks.
Don’t let it scare you, we’ll go through it in detail in the following sections.
Please note, my client in this example doesn’t sell mattresses, this is purely for you to visualise the structure.
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.
Also, broad keywords can sometimes drive unqualified traffic at higher costs and that’s not the intent of this campaign.
We want to reduce the cost per conversion as much as possible.
With all this in mind, let’s dive deeper into the campaign structure.
Campaign Building System
The key to Search campaign success:
Organising ad groups, keywords and ads in closely related themes.
The strategy uses this methodology as its’ foundation.
Campaign Strategy
At a very top level, the campaign architecture shown above looks like this:
If you can recall, we want to be cautious with broad campaigns.
We also want to avoid broad targeting within campaigns.
Avoiding Broad Targeting
We see this so often.
One campaign targeting an entire range of products or services.
It goes against the requirement of creating campaigns in closely related themes.
For instance we wouldn’t create one single Search campaign targeting all clothing for men (for this particular brand):
Using the campaign funnel to illustrate, here’s a visual of how this broad campaign would be built:
As you can see, a very broad campaign with a wide range of themes within.
So what do we want to do instead?
Targeted Campaign (Do This)
Instead, creating campaigns focused on a specific central theme is key.
Let’s tale a look at “Shorts”:
Shorts Category
Having a closer look at this category…
We can see the filters of “Brand” and “Colour”:
Keyword Research
To help build the campaign let’s first do some keyword research using the category “Shorts” and filters “Colour > Black”:
Search Campaign Building
As you can see there are some excellent keywords to choose from here, which are all relevant and related to black shorts for men:
- mens black shorts
- mens black cargo shorts
- mens black denim shorts
In total there are 1,411 keywords and 15,150 search volume.
Which would make for a strong Search campaign (after keyword filtering of course).
Now here’s a visual of how this campaign would be built:
You can see a much more focused theme in this campaign, with the ad groups and keywords tightly related.
Perfect!
Campaign Review
Here’s a side-by-side comparison of the two structures:
The broad campaign has a wide focus, whilst the targeted has a specific focus.
Leveraging the targeted approach for your product/service categories:
Will drastically increase your sales and leads.
The User Journey Guide
I audit 2-3 brands a week.
A common mistake I notice?
A disconnected user journey across Search campaigns.
Here’s what it is and more importantly how to fix it.
Note: Going through these mistakes will prevent you from doing the same.
Mistake Overview #1
Disconnect between keyword and ad copy.
In the below example, the search term is: bulk protein powder.
However, the ad doesn’t mention it:
Mistake Overview #2
After searching for bulk protein powder and clicking on the ad, this is the landing page:
Although they sell it, no bulk protein is immediately visible.
This leads to:
- High bounce rates
- Low conversion rates
- Wasted media spend
Solution #1
Update the ad copy to mention the target keyword alongside key features and benefits:
Solution #2
Make sure the landing page is directly connected to the product search:
This leads to:
- Higher CTRs
- Higher conversion rates
- Increased sales and revenue
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.
"*" indicates required fields