Playing by Googles rules

A friend recently told me about a problem with their Google Ads.

They didn’t get the ROI they expected.

And they felt like Google Ads wasn’t working for them.

When we dug into their account, it became obvious that they were lost.

Generic shopping and search campaigns.

A pMax campaign was running on autopilot.

It’s a pattern I’ve seen in many other Google Ads accounts.

There’s one thing they mess up a lot:

Campaign structure.

They don’t know how to organize their campaigns properly.

Either they segment everything together in a way that makes no sense…

Or they over-segment to the point where each campaign lacks search terms to perform.

The result?

Wasted money on irrelevant clicks, poor ROI, and missed opportunities to reach potential customers.

They drain their budgets and quickly get frustrated.

So that’s the first thing we worked on for my mate…

I walked him through how to structure and segment his ad account properly.

Step 1 was separating branded and non-branded campaigns.

This lets you tailor your strategies for those who know your brand and those who don’t…

Because each type of audience requires different strategies, keywords, messaging, etc.

Then we went 1 step deeper.

We analyzed his website and conducted keyword research to gauge the search volume for each theme.

Based on that, we segmented the campaigns for different product lines, categories, and themes.

Then, we took another step further.

Within each campaign, we created different ad groups tailored to different needs.

We matched our keywords, ad copy, and landing pages to specific user intents.

When it comes to campaign structure, every brand has a unique sweet spot.

Some brands require a more granular approach.

For others, a broader strategy works better.

And it depends on a variety of factors - the market, search volume, the brands’ product themes, etc.

That’s why we never take a one-size-fits-all approach or rely on experience.

Every decision we make is grounded on research & data.

It’s a lot of work, but that’s what it takes to get the best results.

This approach has helped over 50 brands scale with Google Ads.

On average, they’ve seen a 3x-10x increase in Google Ads revenue.

Some brands have gone even further.

Like CloudSharks, which scaled from $115k in sales to over $3M in just 11 months.

If you want to turn your Google Ads into a profitable acquisition channel, this is the way.

Jackson,

Founder and CEO of Echelonn.

P.S. Got a friend interested in Google ads? Share the love and send them our way.

If you’re that awesome friend, you can subscribe here.