Google Ads Account Optimization

It's a completely kind of open forum to see, what I normally go through when

I'm looking for optimizations and why.

So kind of thinking like, , sharing with you how my brain works, I guess

in a true brain transfer that's, that's a, that's enough to at least

get maybe 20, 30% better perhaps.

Hopefully 300%.

But I did this with, , A few clients and where I put standard shopping

in all just kind of one big item.

So we're gonna do a live optimization of any accounts

that anybody would like to share.

So that's kind of the purpose of this is, is kind of thinking.

,, what I normally go through when I'm looking for optimizations and why.

So kind of thinking like, , sharing with you how my brain works, I guess in a

true brain transfer that's enough to at least get maybe 20, 30% better perhaps.

Hopefully 300%.

But I did this with, , A few clients and where I put standard shopping

in all just kind of one big item.

So we're gonna do a live optimization of any accounts

that anybody would like to share.

So that's kind of the purpose of this is, kind of thinking.

, in a John Brain transfer, normally on our Wednesday meetings we bring up a

account center, , like kind of at risk.

, we don't have to bring up an at risk account, maybe an account

that's, , doing well, what else we could do, be doing better.

It's a completely kind of open forum to see, what I normally go through when

I'm looking for optimizations and why.

So kind of thinking like, , sharing with you how my brain works, I guess

in a true brain transfer, anybody.

, so here's the first thing that I do when I'm about to evaluate a campaign.

First, we always wanna check that performance tracking, just double

checking cuz we wanna start with like the most obvious, which is usually fine.

But then go back to the, okay, now that all of our foundation is covered,

then , we go through everything else.

So this is our primary sir PPP C checkbook page.

See that we're tracking.

Let's see, that's a 13 9 99.

We're tracking

four.

All right, so we're good there.

Tracking seems to be working fine enough that we can look at next.

Check the tag again.

Tags fall off all the time.

I can't tell you how many times I look and be like, oh, well that's why I left.

E pro looking good and it's sending back shot by us 7 67 52.

So now that's the most popular one in our product list.

So let's just make sure that that is a product that's actually also

running, cuz you wanna just check overall of, kind of structure.

So here's the first thing we're looking at is item ID contains this

Shopify here, this one's inactive.

, let's.

This is just paused right now.

Is that right?

, I'll probably need some.

how did you get here?

All campaigns and then products.

And this is the only one that's inactive?

Nope.

What I did is I looked at, the audience manager.

And then inside of data sources, what this is gonna tell me is who are, people are

looking at, what products on the site?

And it's gonna be for any channel.

So what that means is people coming from Facebook, for example, that

might be looking at product that we should potentially be either also

marketing or remarketing to them.

This number here is, there's six, sixteen hundred and eighty

two people essentially hits.

remarketing tags active for a product.

And if you look at the last 30 days, you can see what's the most popular product.

There's 524 people that need to be remarketed this product here.

So I took that product there and went into the products here, and then filtered

by that same ID and noticed that we.

Are inactive and since July, so let's just check back last three days.

Good.

I've never been to this area where it's just like all campaigns and products.

Is it showing you the products that are inactive in all of

the campaigns in the account?

Yep.

Like even if it's active in one small area, like cuz we have multiple shopping

campaigns, you know what I mean?

So some are inactive in some and some are active in others.

Yep.

So you'll see this one's ready to serve and is active in one.

Oh, I see.

Interesting.

Uh, this one's right as service active in two campaigns.

So that means that that one, that's , the most visited on the website is

not even the one that we're promoting.

Correct?

Weird.

I don't know why that, I don't know how people are even discovering it.

, since we're not promoting it.

remember how Google works, Google is gonna be a kleptomaniac.

It's gonna try to steal, take credit for, or it's gonna do everything it possibly

can in order to get that conversion, regardless of if was started by them or

not, regardless if it's brand or not, regardless if it was remarketing or not.

So by leveraging what Google wants to do, sometimes we can

kind of kick things into here.

So this is what I look at to say we marketing the right products

just based on organic, direct and social channels activity.

So right now the most popular product is one that we're not also remarket.

Which could potentially stop learning.

The campaigns that are marketing, the products that are being marketed

right now are not marketing.

You're saying we're not remarketing it either.

Like in dynamic or marketing, it's also inactive.

Well, if it's inactive as a product, yeah.

so the dynamic or marketing campaign, I just assumed it was to all products.

How do I all products?

Well, if it's dynamic marketing, like you'll have a, , like if this, if this

product here , is not active, for example, , it may still be remarketing from dynamic

or marketing, but one thing that we're going to do is sometimes potentially

shoot ourselves with the pose a little bit when we're talking about attri.

So this product here, it would be really good to see you, Katie.

Is this product getting clicks and getting sales?

, then air marketing won't tell us that, and it won't tell us , if it is working well.

So my opinion would be if we had a, and I don't wanna say like Performance

Max on campaign, but that would be one thing that, , I know that we've tested.

I know we've tried that before, but one piece of the puzzle.

Now, again, we're gonna go through this for a while.

I'm doing this step by.

So we will jump ahead to que now, what do we do here?

But this campaign, or this, this product, we know for sure is the

most active product on the site and we're not doing anything with it.

So I would like to potentially in, , , starting with that kind of

catalog, catalog, all of the products that are being purp, being purposely

remarketed to on the site , that are being driven by other sources.

That are looking to be very popular and compare that to what we're running.

So we're just, what we're doing right now is just kinda getting a feel.

So don't jump ahead just to the end just yet.

, we'll kind of go through building a scenario.

What we're trying to do is identify the tone.

We're trying to identify, , the audiences.

We're trying to identify low hanging fruits.

We're doing a whole bunch of stuff here.

So this one being an inactive product, but also the most popular.

That's the first kind of riff , and I think what this one does look like,

it's been marketed before, so we're gonna look to now is look at all time

and say, does this, did this ever run?

Right now we've only had 10 clicks.

Okay.

So that's gonna be the first thing now that I wanna look at here is I'm just

gonna take some shorthand notes here.

sorry John, sorry to interrupt you, but before we go further down the rabbit

hole, can I just go back one step?

When you were looking at the econ prod id mm-hmm.

for the tag, I know.

Recent, well not recently, but a while ago sometimes if item ID shows, is that

acceptable or is it just black and white?

If E-com Pro ID isn't showing , it's broken, we've gotta fix it, we've

gotta make sure E-com Pro ID shows No.

Uh, either.

Either ID or E-com Pro ID is depending upon cms.

Sure.

Yep, yep.

The, the next thing I would probably look at is what other marketing is

happening from a paid perspective.

Do we know if they're running Facebook and I forgot.

I'm sorry.

Do we know for they running Facebook ads?

Is that what you said?

I have a note somewhere.

Let me look it up.

, cuz I went through all the accounts to see if they were running

Facebook ads, so I know this, I just don't remember for this account.

They, they're not running Facebook ads.

So this is actually, so I don't even know how people are finding this product.

could be organically or it could be people looking at this product after

coming in from a different product.

and I, , don't know why it's excluded either, but I do know that the client

had like category entire categories he didn't want us to promote.

So I'm assuming it's one of those, you know what?

Ji you, if you remember, if you're here, , let us know.

Yeah.

Yes.

We even posted a few our groups yesterday.

You remember that?

, I think this is that brand, the excluded brand.

Oh, it's the brand that he wanted excluded.

What brand is it?

Yeah.

Yes, it's a Velu or something.

It's Velu Branch.

and recently the client, I asked the client why he wouldn't want

to actually, and I have his answer, and it was pretty vague.

It was something like, oh, I wanted to exclude all the products that I haven't

sold since the beginning of time on my website, but he's in excluding entire

brands, so it doesn't make any sense.

So here's the first thing I would say is I understand.

His reasoning, cuz a lot of times he would think, well, if all things are

being equal, we don't do any new marketing, we don't do any new audiences.

We're not looking for new campaign types.

We're if we do nothing, let's only try to sell the same products.

But then we have to say, well, we're doing much different

than what you've done before.

Every new marketing.

Is different than the previous marketing endeavor.

So the products that are have sold before may be different than what

the products that will be sold.

The first thing I would say is he knows for sure that these would never sell.

Basing that off of because they haven't yet, because we haven't marketed.

So there's kind of a car before the horse there , I would test those.

I absolutely would.

What we're doing now doesn't seem to be working just yet.

And a lot of the products, if we look at just the all, , there's a lot of

these are that are inactive this would be hard, to make sure that this is.

Perfect.

I would say this is gonna be something we would want to at least test.

We all know with a high degree of certainty that people don't buy what

they click on, not all the time.

So , that's I think a constant that everyone knows here.

That would be for sure.

So what we can also say is, well, just because we're marketing that product does

not mean that we're necessarily gonna get people looking for that product.

They wanna buy that product.

I could be looking for.

A dresser, an oak dresser.

And see this and see.

That's pretty cool.

It's a little expensive, so maybe I'll look around and buy something else.

We're also saying with a high degree of, certainty, well, he is, I'm not saying

us, but he's saying with a high degree of certainty that no, that won't happen.

So we have two-thirds of our product not being marketed, and also knowing that

two-thirds of those products that did get a click, they are only interested in that

product, which we also know is another fail point too, to combat that too.

We also know that those products are in demand because everyone has a dresser.

It's established and it's also something that.

People may come in on and buy something else.

We know that to be true.

So there's, now there's two points that were, two degrees of separation so far.

I'm not saying this is gonna fix it, but this is what I would test next.

just because if he, if we look at it from here, , we've had $23,000

in the account since , June.

2021 and 91 conversions.

So that's a year and a half in 91 sales.

That's like a really good day for like 10 SKUs.

So we've gotten to a point where I don't think that everything's been tested

enough, at least not in Google, and at least not in a year last year, and a.

So that's a good, good data point for me that I would say is yes,

it could be profitable, but then what is actually selling now?

So looking at, I understand that he has a very select, proxy that he wants to sell.

The problem is the market disagrees with him.

and the market's always right, so we can kind of live and die by what we want

to do, but the market ends up always.

So let's look at a, a campaign here.

Let's go to, different one.

what has the most amount of conversions?

now the, so on the screen this year, we have 1, 2, 3,

4, 5, 6, 7, 8, 9, 10, 11, 12.

We have 12 items that are sold.

Only two, one of those 12 the item they clicked on.

The underlying is the item that was sold.

The rectangle is indicative of products that.

A different item being sold because of that click.

So you'll see one purchase on a 16 0 4 24.

What you didn't notice though, too, is when I originally looked at the

conversion tracking, I looked at the total and found out was it the subtotal?

Was it subtotal?

Was tax subtotal tax was shipping?

Or was it the total, the price?

, the item price is the price that they actually pay, which is why I know that if

Now, on the other times when you see one purchase of a $409 item,

unless they grossly overpaid, for some reason they paid $795 on that.

That was definitely not that.

Item 59 1, sale, one 16 could have been two.

No.

Cause that would come out to one 18.

So when you're looking here, what we know is, hey, the items that you've actually

been selling are not items that got.

One, if we opened up to the other two thirds of your product

line, we find some more, at least just sales or higher activity.

Or maybe have a product that's in more demand that simply brings

the person to set the purchases.

So this is a really good screenshot here, actually.

, rich, I'm just gonna, I was gonna drop this in the chat for you in case you

ever wanted to share that with them.

, we just had an email be like, Hey, just, you know, by the way, , anything

that's underlined as a product of sold, everything that's been

highlighted here, that's not an under.

Means that these are clicks from all the products.

So this is another, another line in that hand.

I would say that this is enough to stop here.

, I can go further, but I would say the majority, majority, the meat potatoes are,

well, the items that are being clicked are not the items that are selling.

Two-thirds of our products are not being marketed, and we have Econ

Pro showing that the most popular products are ones that we've chosen

to not even market in the first place.

That's, that's.

That's enough to at least get maybe 20, 30% better pr perhaps, hopefully

300%, but some step closer in some time, , use cases or some use cases.

I did this with, , a few clients and where I put standard shopping

in all just kind of one big.

For example, , the one that we're, we're marketing for the client says,

well, what should we break those out?

I said, the only time we'd ever break it out is if we want to push

ad spend towards that specific product or that group of products.

, but we have all of his products in one big campaign.

and he goes, yeah, that makes sense.

And if you look at it, they're all, you know, you get random sales people

click on one and buy the other.

The only time we're gonna break it out is if we're like, well, because it's

the new year and you sell supplements and there's probably like fat burners,

which is like night tread and cleanse and those things that are talking about

like, you know, losing weight, not like gaining weight, are not becoming

stronger, but your weight loss products.

I put those in a general campaign, maybe 10 weight loss products

in a standard shopping campaign.

, you dedicate apen to those themes, but that'd be the only time we break out.

He goes, all right, let's keep it all together.

And it's been working well.

, so what I'm thinking is if the client would be open , to it by

saying, Hey, I know we're marketing a select group of products, but those

clicks are selling other products.

So that's what I would say.

Is it probably a good use case to say, those multiple points.

Would you be open for a test to market more products and

we'll just see what happens.

What's good about this though, is I don't think it can really, I don't