Nik's Google Ads Newsletter - Edition 3
Nik Armenis
Ecommerce Google Ads Specialist - Helping Ecommerce Stores Scale Profitably & Consistently
Hi there,
Nik from Armenis Digital here.
Here with another edition of my Google Ads for Ecommerce Newsletter.
I'm really enjoying putting these together and hope you're finding them of value. Had a really big week here at Armenis Digital.
Our new team member Yasie has been doing amazingly. We've been doing a weekly Q&A series and uploading it to youtube. We've had great feed back so go check it out on my Youtube channel.
An ecommerce client we took on back in March is absolutely crushing.
That said we are hearing some feedback from clients that things are a little slower this month. I personally don't think this is anything to worry about. I find people zoom in on micro time periods where they are down. But when you zoom out they are doing really well.
Actionable Tip of The Week:
Zoom out and compare like for like periods when reviewing your performance!
A bad day, week or even month doesn't not mean your ads or sales are performing poorly or not doing their job.
I find that most people are very quick to notice when their ads or ecom sales are down. But they don't find it unusual if they are up significantly. While I do found Google ads to be the most stable source of revenue for an ecom business.
Even Google will have peaks and troughs. A straight line sale graph is an anomaly, rather than the norm. No matter what the "scale to a billion dollars fast" gurus say.
Do not freak out at a single bad day or week. Definitely do some digging and check your ads are actually spending and there are no merchant center issues. But don't be too quick to make lots of changes. Stay calm and analyse.
Make sure you zoom out. For a bad day, I would almost completely disregard it. Your next day may completely balance things out.
For a bad week, look at the whole month or a rolling 30 days. Are you actually performing really well over a longer period of time?
It's also extremely important that you are comparing like for like periods. Especially if key events (like Easter for example) have moved. Or you conducted a sale in a prior period and didn't this time.
Always check your year on year performance, rather than month to month or quarter on quarter.
This might seem really basic, but I've seen some really smart business people get caught out by this.
Best Links of The Week:
Deep Dive FAQ:
How to deal with the overabundance of complex information (in PPC) leading to overwhelm....
I’ve noticed a trend happening in the online space. Especially in PPC/Google Ads.
Everyone is trying to out complicate each other. Adding complexity on top of complexity. Tons of buzzwords too…
I’m fairly certain a lot of it is to appear relevant. At the very least a way to come up with more content.
I’ve kept things pretty simple over the 7.5 years. Most of what worked back in 2017 still works today.
In fact I’d argue that most of it is easier to pull off today than it was then.
Requiring generally less campaigns and less tinkering.
The things that remain true are:
1) You need good products/services. Without this you have nothing and no amount of Google Ads or any ads are going to save you.
2) You need to understand the basics. This means which campaigns, how to structure the ad account. Don’t over complicate this.
3) You’ve got to be patient and let Google do its thing. Tons of changes and impatience are the killers of Google Assistant performance.
4) If you’re profitable, you need to be willing to spend more money on ads to get more customers. I see so many people with a very healthy roas just stop scaling at a random sales $.
5) Managing your cash flow and profit is going to be key to your success. Not getting this right is most people’s downfall in the scaling phase.
Don’t be overwhelmed with the millions of posts and fancy videos.
Keep it simple, give people a reason to buy and they will.
How I Can Help You:
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