Nik from Armenis Digital here with another edition of my Google Ads for Ecommerce Newsletter.
Had a great week and month here. Lots of good stuff happening on the youtube channel, with agency clients and in the group coaching.
Make sure you don't have multiple Purchase events set to Primary in you Conversion Goals in Google Ads.
If you do, you're likely getting double counting happening and inflating your sales and ROAS.
Make sure you regularly review your tracking, as it is so important in this day and age.
- In House VS Agency Google Ads Management
- Optimising Performance Max Campaigns 2024
- How To Scale An Ecommerce Store With Google Ads
- Are your Google Ads underperforming? You might be setting unrealistic expectations!
- Struggling with low ROAS on your Google Ads? It might be time to reevaluate your campaign type!
You've probably experienced a drop in Pmax performance after raising the budget. This topic came up in a recent group coaching call i took. The below is what I'd do. Those in the group coaching will get a video on this.
- Be very clear on what has actually happened & if it isn't within what normally happens for your store.
- Remember, there is a lag between getting an impression/click. So if the drop feels very recent, you will likely end up making more sales. It will just take a bit more time for customers to be remarketed to and see your brand more often.
- Look at your store's top line sales in your dashboard. Were sales down across the board or just for Google (if Google is the only sales channel then this isn’t relevant)
- First step is just to leave it for 7 days and do nothing if the change isn’t significant or out of the ordinary for your store
- If you really can’t wait, halve the increase in the budget. Eg if you went from $10 to $20 per day. Go to $15 per day and wait a week.
- Review insights - were you mainly showing up for brand and now showing up for broader search terms? Very common and not a bad thing. Early on I don't recommend splitting out brand/non brand. Build up some conversion data first then consider doing this
- Product mix changes changing your AOV - this can be hard to avoid but can often explain what has happened. Basically you sell more lower priced products.
- Really common problems that occur that can cause drop offs. These aren’t necessarily related to Pmax
- Need some extra support and guidance? I've launched I'm Academy Group Coaching Program. If you want to join review this quick Google Doc.
- I have a ton of free content that will help you improve your Google Ads performance on my YouTube Channel. I post valuable insights on a regular basis, that are based on my experience working with Ecommerce clients to add million of dollars to their sales.
- If you want help scaling your Google ads for your Ecommerce business, you can fill out this quick questionnaire. I personally review these to learn about your business and see if I can actually help. If I can't help, I might be able to refer you to someone who can.
- Want to watch my life and see me smoke various meats? Head on over to my Instagram.
P.S. Hit reply if you want to ask me something. I personally ready every email so don't be shy.
The actionable tip on double counting conversions is a game changer. We've seen this issue firsthand and it can seriously skew your ROI. Also, that deep dive into Pmax budget increases is super helpful.