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Best Strategy For Ecom
I have about 18 months of experience in google ads, and so far all of my clients have been from the service sector where I do lead gen through search campaigns.
I've run a decent number of campaigns that have been successful but right now I'm in talks with a potential clients who is in ecom. So it would be helpful for me to know how does ecom differ from lead gen.
Because in lead gen I have seen a few campaigns taking 2-3 months before we consistently get a high volume of leads and we usually breakeven between month 4-6. However with this client our product is seasonal (jackets) and at most ill have 4 months to run the campaign. So I'm assuming that maybe one month is enough for me to get the sales coming.
Ive thought of initially going with a search campaign with a mix of phrase and exact because I don't want irrelevant audience through broad as our product starts above $500. Once I get some traction with the search campaign I might think of pairing it up with PMAX.
But in short this is my game plan: start of with a search campaign and try to get my first sale in 30 days. Once that is done I can focus in increasing the number of sales and scaling the campaign.
It would help a lot if you guys can tell me if what I'm estimating is right and if there are some other unexpected reality checks that I might get on my way.
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1 Reply
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The bread and butter for any e-comm is shopping ads. Those can be run through Standard Shopping or P-Max campaigns. That should be generally where 90%+ of your ad spend goes.
The success of a shopping campaign depends mainly on:
* Strength of the brand
* Price point and perceived value (see “brand” above)
* Potential for recurring business, i.e. average client lifetime value
* Quality of the website, presentation, ease of use, using features like cart abandonment recovery, email marketing, etc.
* Quality of the shopping feed… this is a big one for you
* Realistic starting targets for budget and ROAS… you can’t do anything with $500/month or expect a 1000% ROAS for a new startup clothing line
* Well designed account structure and campaigns
* Solid creatives beyond the feed content -
Pmax/Shopping are your “Go To” campaigns if you are managing ecom account in google. Unless you have money to spare, search should be the last option. If all other things mentioned by TTFV are in place, expect some sales in 1-2 weeks time (but that is not sacrosanct and may vary).
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