Scaling Corner

Quick Win for Service Providers 👌

If you’re a brand owner, I know how hard it is to build awareness and drive traffic. After all that work, when your audience is ready and at the final stage before buying, someone else swoops in and steals your traffic. You pump in more budget, only to realize you’re just boosting brand traffic. There are many channels where you can capture brand traffic, but let’s talk about one. You should know that Shopping Ads can drive impressive results. You don’t need to be Google Ads savvy to know what comes next, just bear with me. Here are some stats first about Shopping Ads.    • They deliver a 𝟯𝟬% 𝗵𝗶𝗴𝗵𝗲𝗿 CTR compared to text ads.    • They can achieve 𝟮𝟬-𝟯𝟬% 𝗵𝗶𝗴𝗵𝗲𝗿 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗿𝗮𝘁𝗲𝘀 than text ads. Now, you want to dominate the Shopping Ad Space in Google? Stick with me, I will show you some golden nuggets on how to : - 𝗣𝗿𝗼𝘁𝗲𝗰𝘁 𝘁𝗿𝗮𝗳𝗳𝗶𝗰 𝗮𝘁 𝘁𝗵𝗲 𝗳𝗶𝗻𝗮𝗹 𝘀𝘁𝗮𝗴𝗲 𝗯𝗲𝗳𝗼𝗿𝗲 𝗰𝗹𝗶𝗰𝗸𝗶𝗻𝗴 𝗼𝗻 𝗮 𝘀𝗵𝗼𝗽𝗽𝗶𝗻𝗴 𝗮𝗱, 𝘁𝗵𝗲𝗻 𝗰𝗼𝗻𝘃𝗲𝗿𝘁. - 𝗛𝗲𝗮𝗹𝘁𝗵𝘆 𝘀𝗰𝗮𝗹𝗲 :   • Make sure that you don’t fall into the trap, when you scale up, you end up only scaling up your brand traffic xD.     • If you have winning keywords, then you want to have more, then do filter query level segmentation. 𝟭. 𝗣𝗿𝗼𝘁𝗲𝗰𝘁 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝘁𝗿𝗮𝗳𝗳𝗶𝗰 (𝗥𝗲𝗽𝗲𝗮𝘁/𝗮𝘁 𝘁𝗵𝗲 𝗳𝗶𝗻𝗮𝗹 𝘀𝘁𝗮𝗴𝗲 𝗯𝗲𝗳𝗼𝗿𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘁𝗶𝗻𝗴) :  If you want to protect your brand traffic from competitors in Google Shopping ads. Here is what you can do : - 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗿𝗲𝘁𝗮𝗶𝗹𝗲𝗿𝘀 can significantly increase your brand/product's exposure. Take the example of Jolie. They have their product listed in REVOLVE, eCosmetics.com, Anthropologie ,.. It is insane to type in your brand name and see every shopping ad slot dominated by your product. - 𝗕𝗿𝗮𝗻𝗱 𝗦𝗵𝗼𝗽𝗽𝗶𝗻𝗴 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 : Segment your shopping campaigns by brand/non-brand - 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗠𝘂𝗹𝘁𝗶𝗽𝗹𝗲 𝗩𝗮𝗿𝗶𝗮𝗻𝘁𝘀/𝗱𝘂𝗽𝗹𝗶𝗰𝗮𝘁𝗲 𝘃𝗮𝗿𝗶𝗮𝗻𝘁𝘀 : One of the ways to have more visibility for your product is to have Product duplicates or variants. 𝗧𝗶𝗽: If your duplicate landing pages (LPs) have identical content, Google may suspend your account. To avoid this, make sure to change one or more of the following elements: - 𝗧𝗶𝘁𝗹𝗲 - 𝗠𝗮𝗶𝗻 𝗶𝗺𝗮𝗴𝗲 - 𝗗𝗲𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻 𝟮. 𝗛𝗲𝗮𝗹𝘁𝗵𝘆 𝗦𝗰𝗮𝗹𝗲 :  When scaling up, ensure you're not just spending on brand traffic, as it's limited and not scalable - 𝗕𝗿𝗮𝗻𝗱 𝘃𝘀 𝗡𝗼𝗻-𝗕𝗿𝗮𝗻𝗱 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 : To gain insights into your non-brand vs brand traffic performance, exclude brand keywords from your Shopping campaigns: Performance Max Feed Only + Standard Shopping. - 𝗤𝘂𝗲𝗿𝘆 𝗙𝗶𝗹𝘁𝗲𝗿 𝗟𝗲𝘃𝗲𝗹 𝘀𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 : If you are looking for more prospecting on your shopping placement, create a campaign where you negate your winning keywords and brand keywords. #googleadstactics #dtcbrand

𝗔𝗱𝘃𝗲𝗿𝘁𝗼𝗿𝗶𝗮𝗹𝘀 + 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀, 𝗶𝘁 𝘀𝘁𝗶𝗹𝗹 𝗰𝗼𝗼𝗸𝘀 𝘀𝘁𝗿𝗼𝗻𝗴. First off, this is not a show-off screenshot of results or some random sh*t generated by ChatGPT, only insights. If you spot any grammar typos, bear with me (English is my fifth language). Ok, some context here, we compete with a first-mover brand in an emerging market with huge demand creation on Meta & TikTok. 𝗪𝗲 𝘂𝘀𝗲𝗱 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝘁𝗼 𝗰𝗮𝗽𝘁𝘂𝗿𝗲 𝘁𝗵𝗮𝘁 𝗱𝗲𝗺𝗮𝗻𝗱. We utilized showdown Advertorials (a name I just came up with, since I’m a strong believer in the power of branding 😄) What you will see in this post is a reverse engineering of why that advertorial worked for us. I will tell you everything, just hang on with me. 𝗟𝗲𝘁’𝘀 𝘁𝗮𝗰𝗸𝗹𝗲 𝘁𝗵𝗲 𝗮𝗱𝘃𝗲𝗿𝘁𝗼𝗿𝗶𝗮𝗹 𝗳𝗶𝗿𝘀𝘁. Try to have the advertorial on a different domain for more credibility. Practically, let’s use the air purifier example. -𝗖𝗿𝗲𝗮𝘁𝗲 𝗮𝗻 𝗶𝗻𝘁𝗿𝗼 that reinforces the same messaging as the UGCs used by first movers brands/competitors. -Then, just after the intro, 𝗺𝗮𝗸𝗲 𝗮 𝗧𝗟;𝗗𝗥: 𝗪𝗵𝗼 𝗪𝗶𝗻𝘀 𝘁𝗵𝗲 𝗧𝗼𝗽 𝗦𝗽𝗼𝘁? 𝗘𝘅𝗮𝗺𝗽𝗹𝗲 : [Your Brand's Air Purifier] takes the top spot for its superior efficiency, ultra-quiet operation, and sleek design. Here's a quick rundown of how it stacks up against competitors:    - [𝗬𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱]: Best in filtration efficiency, low noise level, and modern design.    - 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿 𝗔: Good filtration but noisier. -𝗨𝘀𝗲 𝗖𝗧𝗔𝘀, like ‘‘Visit Now’’ or “Learn More”.. Try to do that for every competitor's website, yes everyone. -To stand out, 𝗼𝗳𝗳𝗲𝗿 𝗮 𝗱𝗶𝘀𝗰𝗼𝘂𝗻𝘁 𝗼𝗿 𝗳𝗿𝗲𝗲 𝘀𝗵𝗶𝗽𝗽𝗶𝗻𝗴 to make people wanna click & visit your website. -Finally, 𝗵𝗮𝘃𝗲 𝗿𝗲𝘃𝗶𝗲𝘄𝘀 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗮𝗱𝘃𝗲𝗿𝘁𝗼𝗿𝗶𝗮𝗹. It is very important! Now, how can you track conversions on a different domain? To track conversions from traffic coming from the advertorial, especially since it's on a different domain, you need to set up cross-domain tracking. I prefer doing this thru GTM. All you need to do is :   - Create a Conversion Linker tag  - Input the domain name in the tag to auto-link domains 𝗦𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 𝗶𝗻 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀: - We started with a simple competitor/non-brand search campaign using broad match keywords + tCPA bidding => Performance was poor, too early to rely on an automated bidding strategy. - We then switched to Max Clicks with a bid cap, which gave better results. 𝗛𝗼𝘄 𝘄𝗲 𝘀𝗰𝗮𝗹𝗲𝗱 𝘁𝗵𝗶𝘀 𝘂𝗽: - Launched a DSA campaign to fill gaps in our keyword strategy => CPCs were higher, we were still profitable though. - Created a PMax campaign ( 40% remarketing xD) => Exclude brand from Pmax, even if I know that it may show a display/video to my brand traffic xD. - Targeted advertorials per vertical such as yoga practitioners, dog owners, etc => kill what doesn’t perform well. #advertorials #googleadstactics