One of the most common things I hear from brands after we take over their Google Ads is the word:
Record
A lot of our clients have hit their record day, month, and year in sales while working with us.
On a smaller scale…
Many brands come to us, and within 2-3 months, they've already seen massive improvements on the Google Ads side.
Take this brand, for example.
They came to us stuck at $50k per week in ad spend.
After 2 months of working together, they're now spending $120k+ per week profitably.
If I had to pick the 3 most important things that make this happen, it would be these:
1. Restructure campaigns
In hundreds of accounts we’ve audited, this is the most damaging (and common) issue we’ve seen.
A lot of brands have awful campaign structure.
This usually plays out in 4 different ways. Sometimes we see all 4 in the same account.
Brands poorly separate branded & non-branded traffic for Search and Shopping campaigns
Too many campaigns. The algorithm can’t optimize properly on the ones getting little conversion
Campaigns competing with each other for the same keywords and driving up costs for no reason
Shopping campaigns don't account for product performance. High-performing products get the same treatment as low ROI ones
You often see an immediate lift just from fixing this one thing.
CPCs for brand terms drop significantly
Higher prospecting revenue
Lower wasted spend
Like with this brand…
We implemented this change and it took just 16 days to see a big jump in performance.
Their ROAS increased by 65.7% (from 5.89 to 9.76) and their CPA dropped from $146 to $89.60.
2. Expand search coverage
The ultimate test of Google Ads is how much keyword coverage you have in Search and Shopping.
In simple terms:
When someone searches for your product, how likely is it that they find you?
This matters for a simple reason:
Your revenue ceiling is directly tied to how many relevant searches you capture.
Take 2 brands.
One shows up for 30% of those searches, and the other appears 60% of the time…
The second brand is always much bigger and able to scale further.
When brands come to us, we immediately work to expand their search coverage.
This comes from 2 things:
Mapping out every relevant search term in your market
Optimizing your setup (landing page, ad copy, product feed, etc) to show up in those searches & convert that traffic
This has helped our clients 3x and 4x their clicks in a matter of months.
More importantly, it’s allowed them to scale spend while maintaining or improving efficiency.
3. Experiment with new campaign types
I don't think most ecom brands realize how narrow their Google targeting is.
If I had to put a number on it…
I'd say they're only tapping into 20-30% of the traffic available on Google.
And they're missing easy, simple ways to reach new customers… at a lower cost than they’re currently spending.
Sometimes it's as simple as running a common campaign type the brand hasn’t tried yet.
Other times…
It's finding a more specific placement where the brand already has assets, or where our team can build them out quickly.
Google Discover
YouTube TV Ads
Competitor campaigns
These can open up entirely new pools of traffic and massively increase your scale potential.
Especially for the ones that you can scale quickly like YouTube ads.
It’s how this brand went from $21k/mo in spend to $336k/mo in just 4 months.
If you’d like to see how to implement these strategies in your account and get similar results as the brands above…
We’ll do an in-depth review of your account and give you a personalized roadmap to help you scale.
Jackson
Founder and CEO of Echelonn.
How we can help:
Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.
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