Nik's Google Ads Newsletter - Edition 14

Weekly Newsletter

Hi there,

Nik from Armenis Digital here.

Here with another edition of my Google Ads for Ecommerce Newsletter.

Actionable Tip of The Week:

What to do if your tracking stops working?

Firstly lower all budgets. It will likely be ugly until you sort it out. But use your top level sales as a guestimate as to what your roas is.

Depending on how performance is you might want to switch to something like max clicks and add a max cpc.

You then want to try and work out what happened so you can stop it from happening again.

It's also wise to have a back up method such as ga4 or the google conversion code as a secondary event. That way you can switch it on quickly. It's not ideal but can be a good stop gap until you get it sorted.

Make sure you then get tracking working again. Once you confirm it's working you can start slowly increasing budgets and slowly going from max conv value to adding back a target roas.

Note it can take time to restore performance. Sometimes it's really quick. Other times it can take a month or more.

Best Links of the Week:

Unlocking The Power of Specialised Expertise In Agencies

Google Feed Optimisation: How To Avoid Starting From Scratch

How To Make A Google Ads Strategy For Any Business

Scaling in Ecommerce With Google Ads: My Secret Strategy Revealed

Avoid These Ad Performance Mistakes: Too Many Changes

Deep Dive FAQ:

Do Google Ads Still Work For Ecommerce Stores in 2024?

I get asked this a lot.

Most of the time from people who aren't running Google ads. Or they may have run them for a short time and stopped.

There a misconception out there that Google ads no longer work for Ecommerce businesses.

Let's explore this.

I'll start off by saying that I run Google ads in much the same way I did years ago. Not a whole lot has changed if you understand the fundamentals.

Sure some campaign types and settings have changed. But the actual purpose and

All they are designed to do is get a searchers attention, get them onto your website and prequalify them to being a buyer.

Google ads cannot guarantee a sale. Despite being pretty good at find quality customers.

We then try and feed Google as much data as possible to continue to go out to find more customers for us.

Initially you'll find you're going quite narrow with the type of searches you appear for. Our job as PPC marketers is to use the right campaign types, settings and optimisations to force the algorithm to start going broader and find you more customers.

We do this by forcing the algorithm to spend more ad spend, but we also look at profit. We cannot neglected ROAS and profit. Otherwise we cannot keep spending. The idea is we spend profitably and keep reinvesting in the campaigns, products and areas of Google that make sense.

We keep things profitably, by not getting emotional and killing off anything that isn't making sense. Remember though, sometimes it can be hard to know if there are changes you could make to improve results and when to just outright pause something.

More on this soon..

I hope this helps you all.

How I Can Help You:

1. 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.
2. 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.
3. 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.
4. 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.

I hope this helps,

Nik