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PPC campaign for luxury pens
Hey guys,
I‘m currently running Google Ads for a friend.
He invested his life savings into his passion and opened up his own pen shop offering mid- to high-tier brand fountain pens, ballpoint pens etc.He does not have a whole lot of money left and things will go down south if we can‘t make any conversion the next few days.
The last week I set up two different campaigns:
First a very general Shopping Ad which only led to one sale with 100€ adspend.
The other is a Smart Shopping Ad running on keywords on the most popular brands.What can I do to optimize the campaign apart from excluding keywords ?
How can I do my friend a favor and convert the SH*T out of his campaign ?PS. yeah im not a professional, please I‘m trying to do my best for my close ones
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2 Replies
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Google Shopping will automatically determine which queries your ads show for. It doesn’t always do a very good job.
Firstly, add every negative under the sun you can think of which you think will not be relevant. “farm” is one example. Get ideas from other sites, brainstorming, and Google’s keyword planner (probably the best source as in theory it uses similar decision-making).
You might exclude perfectly good terms by accident but they can always be reviewed and removed in future. Use lists to keep things organised. You could create a separate list for terms you’re on the fence about then just remove the list when you want to expand.
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You can use this script to automate this process to an extent: [http://automatingadwords.com/auto-negative-keywords/](http://automatingadwords.com/auto-negative-keywords/)
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However that script is only any good *after* your ad has shown and possibly *after* you’ve spent the money. Focus on pre-empting negatives first.
If you’re low on funds and just starting out it’s all about slowly slowly, catchy monkey.
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What kind of material are his pens.
I have a client who partners with pen makers because he has unique inlays. He currently sells some expensive wood pens with unique inlays. He’s looking to partner with other manufacturers and in other materials. Let me know!
Also, to answer your question, pens are NOT a PPC item. It implies people hop on google and search for “high end pen made.” They often don’t.
This type of thing needs interruptive ads… show it to people who aren’t looking. You need to introduce them to the product and let them know it even exists as something they could google.
For my client, I target high income people and business owners, etc on LinkedIn and retarget on Facebook.
10x ROAS.
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