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Google Ads Tip : Remarketing Ads Can Replace Your Email List

Display Remarketing is like the new email

Display remarketing is probably even better than email these days. If you sell through email, you may have discovered to your frustration that email subscribers, open rates and click-throughs have dropped off a cliff lately. We all have so many emails, it is natural for us to become overwhelmed with email and file them all as promotions, unsubscribe or just delete them.

Display advertising resolves a lot of this grief. First of all it can target anyone who has been to your website, even if they never subscribed. Second of all, you only pay when they click, so like email it is mostly free. In fact, it can be much cheaper than email.

Let’s say you pay $100 per month in email hosting for a list of 10,000 people and 10 of them click on your email. You have just paid $10 per click from email. On the other hand, you might use Display Remarketing to send a promotion to 10,000 people and 10 of them click. Lets assume for those 10 people who clicked you only pay $1 CPC. You’ve now paid 10 times LESS than email for the same reach!

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

This New Book Will Become Your #1 Digital Marketing Reference – Guaranteed!

A bit over a year ago a bloke named Kevin Quinn reached out to me.

Kevin had been selling information products online for a few years and felt that his learning curve had been so steep. After all, he’d had to learn how to run ads, create products, SEO, social media, create sales pages, write emails, network online etc etc. None of us are born knowing how to do all these things, and Kevin was no exception.

Kevin had this idea that instead of trying to learn each of these disciplines on his own, he would find an expert in each area and ask them to tell him their best strategies. But given how many things you need to know how to do for online marketing to work, that was going to cost tens of thousands of dollars in consulting fees.

It would have been a huge expense, and the problem with consulting is you can forget everything you’ve been told if you don’t get a chance to apply it immediately. Consulting with experts can be a HUGE expense, but it’s still much better than the alternative (figuring it all out on your own).

Kevin didn’t have tens of thousands to spend, so he had to get creative.

Instead of giving up on his idea, he figured “well what if each expert wrote down what to do, and then I could refer back to it when I needed it?”. And then it occurred to him, other people needed this too. He could share the information rather than keeping it all to himself!
The Entrepreneur's Playbook

The Book Was Born

Kevin reached out to 30 experts in their fields and ask them if they would contribute a chapter for a book. I was picked for the chapter on Google Analytics and we all got started.

Well this project certainly snowballed as Kevin discovered more and more fields of expertise that are required knowledge for online entrepreneurs. What started out 30-chapter book, turned into a whopping digital marketing bible with 70 different experts providing their best secrets!

The 70 authors in the book are all experts…(and I know them all!)… they have already gone through the work of launching, scaling and achieving success in their respective fields.

Professionally edited and compiled, this really is the bible you’ve been waiting for.

Just look at all these topics!

Entrepreneurs Playbook Digital Marketing Bible Chapters

The  Entrepreneur’s Playbook has just been released on Amazon in Kindle and Paperback formats May 2021 and I’d love you to benefit from it too.

Personally, what I find exciting about this book is that it is 100% actionable. Each one of the authors is an expert in their field so you can explore each topic without all the fluff you see online these days.

Other online marketing books are written by people who have experience in just one piece of the puzzle and so you end up needing to buy 70 different books to understand all these topics. The people who claim to cover everything are either lying, or just don’t give good advice. Afterall, who can be the expert on everything?

Buy a copy of the Entrepreneur’s Playbook today!

PS. Profits From This Book Benefit Operation Underground Railroad. You can Learn More At www.ourrescue.org.

PPS. Many of the authors have supplied bonuses which you will get for free when you buy the book. In combination, these bonuses are worth thousands of dollars. You can get them all in one place rather than having to sign up for them all separately, literally saving you hours!

Google Ads Tip : Scaling A Shopping Campaign With High ROI

It’s fine to run one shopping campaign for all your products

Here’s how it happens. Generally when you set an “all products” campaign with a small budget you set a budget and a return on ad spend target and see what happens. Google does a pretty good job of identifying the best opportunities when you have a small budget. As your budget gets bigger, the returns drop. This is because in order to get enough impressions and clicks to serve your bigger budget, Google makes you pay more per click. So there is this horrible sideways lurch where your cost per click goes up as your budget rises, but your clicks and sales actually stay the same! The way to get out of that horrible funk is to set multiple campaigns with different criteria, keep your costs low on the ones that don’t perform as well, and raise your budgets and bids on the ones that perform the best over time.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Exclude Junk Keywords From Shopping Campaigns

Shopping campaigns can get clicks for junk search terms

This is one reason why it is better to run Shopping and Display campaigns separately rather than lump them together in a Smart campaign. The Smart campaign doesn’t give you access to your search terms and so you can’t see what terms you’re paying for. Check your search terms report regularly and set terms as negative if they are not relevant to what you sell. BUT WARNING! Never set your negatives as very broad terms that are similar to what you sell because Google can and does come up with all sorts of synonyms.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Boost Display Ads ROI With Clever Remarketing

Google Display Ads on their own do not tend to lead to immediate revenue

A Display campaign is only as good as your remarketing list. Expect very little traction from a cold audience Google Display campaign. (But do expect big advertising bills). On the other hand, if you combine Google Display with a winning search strategy that brings in lots of high quality traffic (Search, Shopping, Organic SEO) and you build a large enough list of people who were proven to engage (I go after users who spent at least 1 minute actively engaging on your website) then Google Display Remarketing will probably become one of your highest ROAS campaigns.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Target Your Best Prospects First

The trick to getting a higher Return on Ad Spend is to target your best prospects first

Imagine a series of buckets, each one a little wider and each under the other. When the top-most bucket fills up to the brim, it overflows and lands in the next bucket. That’s how your digital advertising should be set up if you want to maximise your Return On Ad Spend. Basically, set the criteria that will get you the highest Return On Ad Spend as your topmost bucket. Once you exhaust the possibilities for filling that bucket (i.e. when your best campaign is no longer able to spend more), let your budget overflow into the next bucket.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Search And Shopping Campaigns For Faster ROI

Search & Shopping campaigns tend to result in revenue sooner than Display & Social

Search and Shopping traffic may seem to be a relatively higher Cost per Click (CPC), but there is a reason for that. These people are actively searching and looking to buy right now!. As a result, Search and Shopping conversion rates tend to be amongst the highest, much higher than Social which typically needs a lot more touchpoints to make a sale. The best combination is to educate people through Social, the interested people will often then perform a Search (they might not click on social media, but will search for a generic term related to your product), they then purchase from you after they search. If they don’t buy immediately, you can follow up with product-focussed Google and Social Display campaigns to clinch the sale. Educate —> Capture —> Remarket.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Review Your Budget Allocations Often

Review your campaign budget allocations often

If revenue is your goal, there is no point at all in spending less than you could spend on your best campaigns, in favour of lower performing ones. When you set up your campaigns, you will want to pay close attention to what the Return On Ad Spend is for each campaign. When you have campaigns that perform well, there are two metrics to look at – Lost Due to Bid and Lost Due to Budget. The first one means you didn’t get as many impressions as you could have because you did not spend enough per click. The second one means you didn’t get as many impressions as you could have because you ran out of budget part-way through the day. If you have a campaign that performs better than any other and you are losing impressions for one of these two reasons then fix your bidding and budgets for the great campaign before focusing on the next best campaign(s).

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Responsive Display Ads Are Effective And Don't Need A Designer

Responsive display ads are easy to put together and don’t require a graphic designer

To set up a responsive display ad you just need a square image and a horizontal image and a logo. Add a bit of text such as a catchy title and call to action and you’re good to go. Google asks for lots of pictures in the same ad, but I think you have more control if you add just one picture set per ad so that you can more easily tell which ones don’t perform well. Also, keep in mind that Responsive Display ads do show up in mobile phone apps which can get a lot of accidental clicks. I almost always turn off mobile app placements.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Want to get 8-10X ROAS from Google Ads?