Hey, everyone. It's Mel, senior client manager here at Solutions 8. And today I'm joined by Ankar, one of the strategists on our team. I'm super excited about today. We're gonna be talking about one of my favorite clients, We've had some really great results with Google ads, for the past year that we've been working together. So we want to share that experience with you. this client is a drop shipper. if you looked at the website, though, you would not Assume that they were a drop shipper. So we're going to talk about some of the things that we think has led to this client success. So coupled with our Google ads, what is the client doing on their end? And Ankur is going to run through some performance stuff with Google ads. So to give you some context, when this client started with us last year, we were struggling to make 30 K. In Shopify and their Shopify store, I would say they had a streak of probably eight months of really not great performance He was on the brink of I don't know what else to do. if we can't make this work, like i'll have to shut this all down to fast forward to now, we've made over Six figures for the last couple months, and continues to scale. we've been able to turn this ship around, so to speak. and the client's really happy and we love working with this client. so I guess we can hop into it. anything I forgot there on car that you can think of, or should we go into performance stuff? let's go into the Google Ads account and dive in what we did and how, we changed the Google Ads performance, compared to, what, They were doing in, last year, I will let you know, what we did and then how the campaign or the account form. here, if, if I go in overview, you will see, a drastic increase in cost, conversions and ROAS as well. So usually what we see is whenever we, try to increase our costs, the goes down. but we have, done that in a lot of accounts and, we see the same thing. but in this account, it looks because the client has also worked in the backend. He has, done great work in CRO, title optimization product of, product feed optimization, for example, images, descriptions, and in an year we have spent like close to two 40 K and then our roas close to three, but we all know that Google doesn't attribute all the sales to it, like it get lost, I guess not Beams, ROAS numbers are. Close to 3. 5, and the whole year have got like close to 30, 000. conversions, right? if we dive into our campaigns just to let you guys know last year They were just running one smart shopping campaign with all the products in it and the client was able to scale the campaign, till a limit but then after everyone know like after I guess october september, google ad started updating these smart shopping campaigns into pmax Our performance went bad, we were not able to, hit the, ROAs that he was getting in the stand shopping campaign, and we were not able to, spend, at the profitable ROAs, and, we were not getting good control. like smart shopping campaign was really good at finding out good products and scaling them. But with P max, what happens is, let's say if you have a hundred products and there are 10 performing products, And they are spending thousand dollars a day. If you increase that thousand dollars a day, you spend to 1, 500. Google will spend those 500 extra dollars in testing out new products, but with stand shopping it Smart shopping it was not the case like it was just throwing money into those performing products and everyone has faced this if you are managing, any account and if you are running tmax you have faced this, one way or another we face the same issue You So in this account, we have tried a lot of structures, first, I guess it was just one whole upgrade Emacs campaign. We tried to do that, with multiple assembles and all that. It didn't work. it was working, but then we were not able to scale it. above a certain limit, and then the main issue with the account is the lower AOV, there for certain categories, their AOV is 30 and for some it's 60, but guess the average AOV is around 50. So it's a low AOV, account. everyone know, a struggle, to get profitable with lower AOV, get higher ROAS, and, get good conversions, because of the lower AOV, then we move to a high, medium, low ticket, campaign structure. That worked a little better, but then again, we were not able to scale it. after I guess, June, July, we moved to segmentation, we really focused on segmentation now with sign shopping campaigns as well, I guess John has, have a lot of case studies where he has segmented. Out the campaigns, based on products, one product, one campaign. we tried segmentation here and that worked, so we implemented two strategies versus segmentation. And then second is stair step method that we were implementing when we had smart shopping campaigns, right? So first, I will talk about like segmentations, like here, you can see there are lots and lots of, campaigns. will see right now we are running close to 13 TMAX campaigns. and then if we only look at the US ones, there we are running, 7, PMAX campaigns and 1 brand, search campaign, we went into the back end. And in Google ads now reporting, we found the best from products and the categories. so we found that there was a clothing category, which was performing well, then there was an home, goods category that was performing well. And then, there was. Phone accessory category that was performing, like giving us most number of conversions, we segmented out those categories into its own campaign and then we moved the other categories into, one campaign. Then we use our stair step method. What stair step method usually means is like we scale the campaign to a certain limit. We stay there for seven days. And then after that, we increase the kiosk or spend, what we did was, for example, let's say, we take the clothing, campaign, Let's say is running a hundred dollars. Daily budget, right? So what we will do is, we will, up the budget to 300 and we will continue as of, let's say, 250, right? We will see if the campaign can spend 300 daily budget and if it can maintain the 250, percent ROAS, right? If it is doing that, like after a week, we will again increase the, budget from 300 to 300. 400, We usually try to increase it by 20 percent because if you increase above 20%, we have seen that the campaign go in learning phase and then it performs really bad. Like it takes another like 14 days to get out of learning. And so we were scaling these campus really slowly. That's why it took four months. To get 17, 000, 25, 000, 37, and then in December, we spent 62. So it took us a while to scale this, but now we have said, and then now we are facing, To spend above 62 in January and 23, So it's not like Facebook where you can spend, 10x budget in a day. you can scale those campaigns by 10x, but in Google works on search volume, right? you can't scale a campaign above the search volume because then there is certain, search volume available in the market and there are computers. Google have to like, Assign you some percentage of search volume. So are limitations, right? So yeah, we have to scale slowly, but now we are set and we are planning to spend 100k in a month. that's we did in the Campaign, in the account after we got success in USA, we try to move to Canada and then once we got hang of Canada, there we were getting like 2. 5, 2. 8, like decent to us, then we move to like other countries, like Australia, New Zealand and UK. so that's how we also scaled our spend and, but the revenue in the backend, and, in coming months, we are planning to, do countries, we have seen like better results in Facebook, like the client is managing Facebook. So he's getting better results. we are also planning, coming months to test you. so yeah, that was everything I did. or we did in the, Google ads account. Melissa, guess I've covered everything. So let me know if I've missed anything. I can go over. I was thinking maybe on car, we could talk a little bit about, just in the back end for you looking through the products, like finding those categories and being like a little bit ruthless because this client has over Thousand products. It is product heavy. So with Pmax, as I'm described, it will focus. It'll try to find new products. So it'll just spend, and it's not really focusing on products that are working, which was working really well with smart shopping for this client. Because smart shopping would find a product that's performing and it would hang on to it. Whereas Pmax is I have 16, 000 products to sort through. Let's try to spend on them. So it would just do this all the time. So why we had to hyper segment. and so on car and the team did a really great job, in the back end, just pausing, like ruthlessly pausing products that are not going to work for us. we can retest them at a later date, but right now to work on performance metrics, we need to find, categories and products that are working well for us. But then again like we were pausing products, but they were variant of a main product So they were not completely like causing that product. It was just a variant which was not performing Yeah, and just a quick tip. if you have a lot of products and you want to analyze You can't just go in campaigns and look at like product performance in here. what you have to do what? we usually do when there are a lot of You Products in here and multiple categories. We try to use reports a feature If we go in reports, you will see multiple reports in here like for auction insights for product categories for product titles for then item IDs, right? And then, CTRs. So here, if we look at a recent one, that I created. Okay, so here, let's go in product type level report. So here, we will see, if we do, high to low, then we will see the performance of a product type report. You can't go in campaign level data and product level. you can't get this data inside Google ads or in campaign. You have to go in reports and you have to read these reports to really understand Which category is working or which subcategory is working, right? So here, for example, this is, kitchen tools. and then under that we have a subcategory that is working. So that's how we analyze which product type is working. And then we segmented that out, right? if you just look at products, you can't, you will never get to know which product type is that product in. Right so this is the 1st report that we used and then the 2nd report was, item ID level report. So here we were. And again, here, you can see that there is product type. Item ID product type 1st level. And then the performance based on, right now, I've selected last 30 days, but we were looking at last 2 years data just to see, which product was working, which type was working, which campaign was it? And. yeah, this is how you have to do it. And then, here, just to see data better, you can use conditional formatting. It's really easy. here, let's say the, is more than three. It will mark. It has green this product, in last 30 days, got 3. 67 draw us, right? this didn't got 3, so it is not much. So this is how we analyze product types, item IDs, and then option insights. CTR, here you see a better. Example like how we use conditional formatting just to see which products have good CTR, bad CTR or moderate CTR. these are the reports that we use, be used to analyze and then implemented. based on this information, we implemented our strategies. And I also think it's just important to note, when looking at the product data instead of Google ads, it's important to look inside Google ads, but I also do think that it's important to look at Shopify data too. So just compare the two. And also if you're in our shoes, also talking to the client, what products have really good margins? What products have really bad margins? And so you're able from there to determine specific product going to be fun. specific. product or category ROAS goals in the account, based on those profit margins, then you can individually set those, even just baseline. I guess one thing that I wanted to talk about next is what the client did on his end, to ensure that he was also doing everything within his power to make sure that this was going to be successful. a lot of times, I think it's, It can be said from clients that, we're just going to do Google ads and that'll be enough, but that's not enough. the client also has to do work on their end. Okay. So what the client did on his end during this time was he was also digging through all of the data He is very much involved in this he knew that it was beyond You know his capacity right now to really run the ads find the strategy find the products But he's still very much involved in the runnings of the business and very much so in the weeds of the data He takes all of his own product pictures. He tests his product pictures. He's looking at CTR. He's looking at different metrics in Shopify, to really identify if his product images are working well. So we have to remember he is a dropshipper. So he spends a lot of time and a lot of effort, to take his own product images. And you can really tell on his website in comparison to other dropshippers. That he sets himself apart from other dropshippers in that way because he has, really great, lifestyle images of the products that he chooses. and then that segues into the products that he chooses. So although he is a dropshipper, he really spends a lot of time making sure that the products that he does carry are good quality. I think a lesson here is looking at, how many returns are you getting? Are you getting a lot of client, Customer feedback, just getting a lot of client feedback that the products are bad, quality is not good. So he spent a lot of time, just going through all of those reviews and making sure that he doesn't sell those products anymore or fixes them or whatever it was. That's really important. He spends a lot of time. Also, anybody who has problems, any customers that do have problems, his customer experience team reaches out to them, tries to get to the bottom of it, and really just works with them. I knew this was going to be a problem today. so another thing that they do really well is their social media and their, creative abilities. So they're pumping out new, Facebook, ads, they're pumping out new images, they're pumping out new video, TikTok, all of it, quite often. And it's all basically lifestyle, which is. It's easy enough to do, but they just have a lot of content. They've got a team that they're, that they, work with. or actually, the team it's them. it's family owned. So it's, my client and his partner who run this, dropshipping website. so they're really good at what they do. So she handles all the creative stuff. and she makes all their videos. she makes all their Instagram, Tik TOK, images, videos, whatever, she does it. So I think that's another thing that they spend a lot of time on that's really helped with their success. product titles is another thing. on the client side, he's done a lot of testing with different product titles and just changing them, A, B, testing them. He did a lot of work there. And then also on our side, we've done a lot of work as well. We have a, feed specialist on our team who, I've also asked to go through his entire feed and just make sure there's nothing, or their whatever can be improved. We are improving upon. that's a big factor there as well. Um, Oh, a charity program where they give back for all the purchases that they, have and all the revenue that they make. They do give back. Um, Okay. that charity that they've decided to work with is in relation to their store category, if that makes sense. but it's another thing that helps set them apart from other stores. The only thing dropshipping have those products, but it is family owned and operated. They have this charity program. they take all their own product images. They test all the products themselves. so they've done a lot of work on their end and it really shows. And I think that's what saved this is the client's ability to see that there's stuff within his control that he can actually improve upon. And he did it. Coupled with obviously our Google ads testing and strategy that we've been able to Scale throughout the last six eight to eight months I think I agree with what you said and then again like everyone needs to understand like it's not just That google ads agency or facebook as you see that will lead you to success. You have to also work on the business or on the back end like improving your shipping improving your rto improving your product packaging just website appeal. So there is a lot that the client can do and help us to, like, perform to do our jobs better. I think the client and the agency that their work goes hand in hand and then the account or the business gets. Successful. just wanted to add that I mean overall I think the combination of the work we do at solutions a coupled with a really driven motivated client We can see that success and that's the success everybody wants but not everybody is able or wanting to put in the work and I That's a hard thing about client management on my side is you know, we see all these opportunities, To improve the website to improve the Product performance to improve, getting better reviews. All this stuff matters. It's not just Google ads isolated. And then also the client on his end, he is very good at Facebook ads. So he is running Facebook ads. Now the Facebook strategy is based upon what we're doing in Google, but he's just running the same products, the same locations, and that coupled with what we're doing with Google is really has helped so much. There's more to success than just, scaling Google ads. it's this whole, it's improving the entire business. And I think this client is such a great example of how that can really work out. and it's, led to such great success for him. words. Final words. I will just put our strategy in point is people can, like people who are watching they should get the strategy in points. again, like the strategy, it depends on the account to account basis, but I will say, Use reports, Look at CTRs, look at your product feed, try to improve your product feed, then, look at auction insights, look at what your competitors are doing, what are the pricing main thing, then based on all this data, the structure depends. there are more than five or six structures that you can, Implement a Google Ads account, have to look at all that data, and then you have to find which structure will work with thing, So that's few point is that I want to give, and, if you guys implement this, then, yeah, you can also scan your account, pretty well. I guess that's everything. stair stepping method if you can. you don't necessarily have to rely on standard shopping. I know we talk a lot about moving to standard shopping, and in a lot of cases it works better. Don't get us wrong. Don't come for us here in the comments. but PMAX Worked for this client. So we stuck with it and every time we made, those strategy changes that Ankur talked about, we saw better success. So we're not going to say, Oh, we're having great success, but let's switch to the standard shopping. if we're seeing success, let's continue down this path, until we hit a wall. which is what we're doing right now. And we've been able to scale no problem. So we're having great success here. stair stepping method. Find the products that work. Find the categories that work. If you have a lot of products, do that work. That is so important because otherwise your PMAX is going to just spend on what it wants to spend on and it's not going to care if you have great performing products. It's just gonna, cycle through those ones that, that it wants to cycle through, for lack of better words. and then also a couple that strategy within Google ads with working on your overall business, your product images, your website, your customer experience on the website, CRO, look at your CRO, look at your product feed. All of those things matter. and they can either help or hinder your Google ads. and it could cost you money. you could be spending a lot of money when actually, if you just work on those things, you wouldn't need to spend so much money. So we'll leave you with that. If you enjoyed this video, thank you for watching. You can like, click subscribe, do all those things, do all the things they tell you to do. a little, like if you are spending more than 10, 000, you can contact us and if you need help, we can help you guys. Yes, that's what we're here for. That's what we love to do. And we love to see clients succeed. this is such a huge win for us. We love this client and we're so happy for them. and the success that we've been able to have this year. So thanks everyone. and we'll see you next time.