Mastering eCommerce Strategy: A Guide for Success in 2024
Mar 19, 2024Are you ready to revolutionize your eCommerce game in 2024?
I'm thrilled to unveil the ultimate eCommerce strategy that will elevate your brand to new heights. But before we dive in, let's address two crucial points:
Firstly, I want to emphasize that in this discussion, we'll be focusing on strategy, not tactics. This distinction is vital. We won't delve into specific optimization actions; instead, we'll concentrate on the overarching account structure necessary to achieve your goals.
Secondly, for eCommerce brands that experience peak sales between Black Friday and New Year's, the time to start planning is now. Despite the common rush for promotional strategies in late October, the reality is that effective planning requires a head start of at least 4-6 months.
Consider a scenario from last year: a client suddenly tripled their ad spend and doubled their ROAS targets mere weeks before their sales period. Such drastic changes are rarely feasible and resemble a last-minute, desperate attempt.
Balancing spend increase and ROAS improvement is challenging.
Think of it as the "bodybuilder concept": alternating between growth and cutting phases. Similarly, in Google Ads, you'll cycle between phases of increasing volume and optimizing ROAS. For most eCommerce brands, this entails focusing on volume growth from January to March, ROAS improvement from April to June, another volume surge from July to September, and ROAS refinement from October to December.
Achieving growth and improved ROAS hinges on correct segmentation and campaign splits.
If a campaign encompasses more than three keyword themes or product categories, chances are the majority of spending is concentrated on just one or two categories, leaving the others neglected. Google Ads strategists often refer to these overlooked categories as "zombie products." To remedy this, break out underperforming products into separate campaigns to compel Google to allocate spending appropriately.
By adhering to these principles and implementing a strategic approach to your eCommerce endeavors, you'll position your brand for unprecedented success in 2024 and beyond.
