Mastering Google Ads: Live Optimisation of an E-Commerce Account
Aug 16, 2024This is the second installment in our live optimisation series. Based on the fantastic feedback from the first video, this follow-up is here to offer more insights and strategies.
Today, we're exploring an e-commerce account named The Bald Brothers, which sells shaving kits and skincare products for bald individuals. Let’s dive in and uncover potential areas of improvement in their Google Ads setup.
Initial Review and Sanity Check
Before diving into specific strategies, it's essential to conduct a sanity check. This includes reviewing the account’s auto-applied recommendations and conversion tracking to avoid any discrepancies. Ensuring that the account fundamentals are correctly set up is crucial for any subsequent optimisation efforts.
Campaign Overview and Performance Trends
The account comprises two primary shopping campaigns: a standard shopping campaign and a retargeting campaign. These campaigns target previous website visitors and cart abandoners, focusing on warm leads. Examining a 30-day period shows a downward trend in Return on Ad Spend (ROAS) and conversion volume. This necessitates a deeper look into the search campaign, the second highest spender in the account with a conversion rate of 0.3%, well below the e-commerce benchmark of 3%.
Identifying Conversion Rate Issues
Three main factors typically affect conversion rates: the strength of the offer, the landing page experience, and the quality of the traffic. Since the offer is a business-specific factor, we’ll focus on the landing page and traffic quality. A PageSpeed Insights report reveals that the mobile site takes up to 10 seconds to load, significantly impacting user experience and conversion rates. Since 90% of clicks are from mobile devices, this is a critical issue to address.
Landing Page Optimisation
The landing page on mobile devices requires immediate attention. The current setup presents a lot of information with little clarity, leading to a confusing user experience. Optimising the product title to be clear and concise, moving key product graphics and social proof elements higher up on the page, and reducing keyword stuffing are steps toward a more user-friendly interface.
Keyword and Campaign Optimisation
Segmenting the search campaign by theme and creating ad groups for each theme is crucial for driving relevant traffic. For instance, ad groups for "bald head shaver" and "skull shaver" can have targeted ads that speak directly to these keywords. Exploring new keywords related to unique selling points, such as "waterproof shavers," can tap into niche markets with less competition but high relevance.
Leveraging Shopping and Performance Max Campaigns
While the current setup includes a shopping campaign and a retargeting campaign, incorporating a cohesive Performance Max campaign can further enhance results. Performance Max offers a unified approach to reach potential customers across various Google platforms, and implementing this can bridge the gaps in the current strategy.
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Conclusion
By addressing the mobile page load speed, refining the landing page layout, and optimising keywords and ad group segmentation, The Bald Brothers can significantly improve their Google Ads performance. Stay tuned for more optimisation tips and insights in our next live session.