Im a CRO/ecommerce specialist currently working with a D2C ecommerce brand. I've recently taken on their google shopping account, it was previously run by an agency for 3 months and the client kept it running and has asked if i can manage it for him. I need a bit of assistance to upskill on various items beyond the classic youtube tutorials... so looking maybe looking at a few deepdive sessions or whatever you think might help to get me up to speed?
Client: https://www.simplygentle.co.uk/
They have a budget of £500 a month... but run on 60-70% profit margins (due to d2c margins) and literally have loads of stock in their trade distribution centre, so they are happy to increase budget as soon as they start seeing positive and predictable ROIs.
Previous Agency:
They tried various Google Ads campaigns including normal search and Performance Max... all campaigns now paused.
1x Google Shopping Campaign still running, to all 40 products included in 1 ad group, blanket CPC bid amount of £0.30 across all products, no negative keywords. Product feed implemented via shopify app.
Since taking over I have:
- changed primary conversion from purchase to add to cart (due to low purchase conversions of 3-10 a month)... not sure if this is a good idea?
- Added 200+ negative keywords to the standard campaign. Not sure what a normal amount of negative keywords would be for 40ish products?
- Created a new standard google shopping campaign targeting higher value products with better profit margin / ROI potential. Only 6 products, 1 ad group per product type - but they arent getting many clicks... need to know how/whether its possible to drive more traffic to hero products.
- I've update parts of the product feed (via shopify app) to include google product categories, but need to know what the best levers are to improve campaign performance? E.g. title, meta description, photos etc. |
