1 00:00:00,120 --> 00:00:02,920 Today on the Winning with Shopify podcast, I'm trying not 2 00:00:02,920 --> 00:00:05,040 to get too technical. My team are very technical. 3 00:00:05,040 --> 00:00:09,040 As you can tell, only a third of those products had actually had 4 00:00:09,160 --> 00:00:10,800 a sale. I know it can be quite clunky to 5 00:00:10,800 --> 00:00:13,360 get bundling like that to work on Shopify, but it's so worth 6 00:00:13,360 --> 00:00:15,200 it. Or automotive, as you guys call 7 00:00:15,200 --> 00:00:17,640 it, the automotive in America. That's the end of my American 8 00:00:17,640 --> 00:00:19,360 accent for the day. And big question then, what's 9 00:00:19,360 --> 00:00:21,040 the difference and why should I care? 10 00:00:21,040 --> 00:00:23,000 Even if you know the difference, let me explain why there's a 11 00:00:23,000 --> 00:00:30,760 power in that. Hello and welcome to another 12 00:00:30,760 --> 00:00:32,600 episode we're winning with Shopify podcast. 13 00:00:32,600 --> 00:00:34,240 For anyone that's not tuned in before, my name is Nick. 14 00:00:34,240 --> 00:00:36,400 It's a pleasure of you tuning in to the brightest pinkest podcast 15 00:00:36,400 --> 00:00:39,320 you've ever seen in your life. We talk about all things Shopify 16 00:00:39,320 --> 00:00:41,120 here. We have listeners in and we 17 00:00:41,120 --> 00:00:45,240 checked this this morning over 33 countries and like a good 18 00:00:45,240 --> 00:00:49,120 marketing agency, it means we've got 34 countries where you guys 19 00:00:49,120 --> 00:00:52,040 TuneIn, we've got hundreds of thousands of people tuning into 20 00:00:52,040 --> 00:00:54,640 this show and it's a pleasure to have you all on that journey. 21 00:00:54,880 --> 00:00:57,280 We've had millions of views over the last 12 months and it's 22 00:00:57,280 --> 00:01:00,520 absolute joy to see some of these statistics and even more 23 00:01:00,520 --> 00:01:02,080 of a joy to hear from some of you guys. 24 00:01:02,200 --> 00:01:06,120 So I'm going to talk today about something that I've got lots and 25 00:01:06,120 --> 00:01:08,800 lots of emails in my inbox about this episode. 26 00:01:08,800 --> 00:01:11,160 Just checking the date. This will go out on the 18th of 27 00:01:11,160 --> 00:01:15,680 July so I'm recording it on the 16th of July which is 24 hours 28 00:01:15,680 --> 00:01:18,600 after my first ever Tuesday talks has gone out. 29 00:01:18,800 --> 00:01:21,320 And spoiler alert, we've had some good names recommended for 30 00:01:21,320 --> 00:01:22,840 it since the episode went out yesterday. 31 00:01:22,840 --> 00:01:24,680 So we're going to change the name next week and probably keep 32 00:01:24,680 --> 00:01:26,360 it as a new one. And it's playing on my 33 00:01:26,360 --> 00:01:30,600 Britishness as a as a presenter. But anyway, without further ado, 34 00:01:30,600 --> 00:01:33,120 this week's episode and this is the full episode today. 35 00:01:33,120 --> 00:01:35,600 I don't have a guest because I'm going to do something off the 36 00:01:35,600 --> 00:01:37,760 back of something I started on Tuesday. 37 00:01:38,040 --> 00:01:40,160 And we've had so many of you guys saying can we get some more 38 00:01:40,160 --> 00:01:41,880 of that? And I've gone, yeah, we can get 39 00:01:41,880 --> 00:01:44,600 loads more of that. What we did on Tuesday is I read 40 00:01:44,600 --> 00:01:48,080 out four things we had learnt last week in the agency, 41 00:01:48,080 --> 00:01:50,800 specifically my PPC team about things that are working on 42 00:01:50,800 --> 00:01:53,160 Google Ads. A couple of social bits and 43 00:01:53,160 --> 00:01:54,680 pieces in here as well, but mostly Google Ads. 44 00:01:54,680 --> 00:01:57,440 We focused on things we've learnt that are changing our 45 00:01:57,440 --> 00:02:00,040 strategy for that particular clients. 46 00:02:00,040 --> 00:02:02,160 These are all across different clients and different learnings. 47 00:02:02,160 --> 00:02:04,040 We're not going to read the clients out because we don't 48 00:02:04,040 --> 00:02:06,040 have the time to e-mail all of them say can we mention this in 49 00:02:06,040 --> 00:02:07,560 the podcast? I mentioned your name, but I can 50 00:02:07,560 --> 00:02:10,039 promise you these are all real and legitimate things and these 51 00:02:10,039 --> 00:02:11,800 are all game changing strategy things that we learned. 52 00:02:11,800 --> 00:02:15,040 Just last week alone, I read four of them out and the four 53 00:02:15,040 --> 00:02:18,360 that I read out on Tuesday were only one in 10 products added to 54 00:02:18,360 --> 00:02:21,360 car actually got purchased. When users land on the second 55 00:02:21,360 --> 00:02:24,040 one is when users land on a on the website, they go straight 56 00:02:24,040 --> 00:02:26,080 into the search bar. They don't actually use the NAV 57 00:02:26,080 --> 00:02:28,160 crawl across any of your pages. They just go straight into the 58 00:02:28,160 --> 00:02:31,160 search bar and the search was rubbish When users the thing 59 00:02:31,160 --> 00:02:34,000 that users click on on Google shopping to land into the site 60 00:02:34,000 --> 00:02:36,480 was rarely the product they actually purchase. 61 00:02:36,480 --> 00:02:38,560 So we need to change what the landing pages do to help you get 62 00:02:38,560 --> 00:02:40,760 from the one you've landed on knowing you're not going to buy 63 00:02:40,760 --> 00:02:43,160 the one you've landed on, but get you to one similar that you 64 00:02:43,160 --> 00:02:45,240 do want to buy. And the fourth thing as well is 65 00:02:45,640 --> 00:02:49,520 when the cost per conversion was higher, we made more revenue and 66 00:02:49,520 --> 00:02:51,640 more profit. So sometimes we want to bring 67 00:02:51,640 --> 00:02:54,080 that cost per conversion down. So you're paying less per new 68 00:02:54,080 --> 00:02:56,760 customer you acquire. But actually when we paid more 69 00:02:56,760 --> 00:02:59,400 and we increased the amount we're paying Google per new 70 00:02:59,400 --> 00:03:02,440 customer, we made a lot more profit on those orders because 71 00:03:02,600 --> 00:03:05,000 the more we paid probably bigger, more expensive items. 72 00:03:05,000 --> 00:03:07,480 So we're bidding against people at higher bid prices and that 73 00:03:07,480 --> 00:03:09,800 sort of thing. So I read those four out and we 74 00:03:09,800 --> 00:03:13,040 had, I said 26, we're now up to about 33. 75 00:03:13,040 --> 00:03:15,840 I'm going to read out as many of these things I can in the next 76 00:03:15,840 --> 00:03:19,320 26 minutes. So I've set a timer, We're 4 77 00:03:19,320 --> 00:03:21,680 minutes in on my timer right now since I hit record. 78 00:03:21,680 --> 00:03:24,440 I know the episode's not quite 4 minutes, but when I hit 30 79 00:03:24,440 --> 00:03:27,160 minutes, I'm going to stop. So 26 minutes from now, buckle 80 00:03:27,160 --> 00:03:31,600 up, sharpen your pen or pencil and yeah, let's see where we go 81 00:03:31,600 --> 00:03:32,880 with this. And if any of these strike you 82 00:03:32,880 --> 00:03:35,120 guys, you've got any questions, send us an e-mail afterwards. 83 00:03:35,120 --> 00:03:37,000 Hello at Winning with shopify.com. 84 00:03:37,240 --> 00:03:39,960 I do keep a rough eye on the inbox and anything interesting 85 00:03:39,960 --> 00:03:42,480 or any big questions can get sent through to me from my team. 86 00:03:42,480 --> 00:03:46,040 So we will reply to you if we can, right? 87 00:03:46,080 --> 00:03:48,360 This is interesting. Of all the products that were 88 00:03:48,360 --> 00:03:52,000 showing on Performance Max and therefore on Google Shopping, 89 00:03:52,000 --> 00:03:53,240 Google Shopping tends to be the best channel. 90 00:03:53,600 --> 00:03:57,560 Only a third of those products had actually had a sale. 91 00:03:58,320 --> 00:04:00,840 So if all the products that had spent money, only one third of 92 00:04:00,840 --> 00:04:04,760 them had actually made a sale. If you were to just take the 93 00:04:04,800 --> 00:04:08,720 other 66%, the other 2/3 of those products out and just run 94 00:04:08,720 --> 00:04:11,360 that 1/3, I don't know what would happen. 95 00:04:11,560 --> 00:04:13,440 It wouldn't necessarily, these things are never linear. 96 00:04:13,640 --> 00:04:17,000 It wouldn't necessarily mean an uplift in revenue off the back 97 00:04:17,000 --> 00:04:18,920 of that or an uplift in profit off the back of that. 98 00:04:19,320 --> 00:04:21,160 But that's an interesting learning and there's lots of 99 00:04:21,160 --> 00:04:23,240 things that we can start to do with that. 100 00:04:23,360 --> 00:04:25,480 One of them is look at the ranges that are therefore 101 00:04:25,480 --> 00:04:27,760 selling the ones that aren't and maybe split the campaign into 102 00:04:27,800 --> 00:04:30,880 put more budget behind the one that is working budget away from 103 00:04:30,880 --> 00:04:33,280 the one that is not working. So that's the first thing on the 104 00:04:33,280 --> 00:04:34,800 list. This is on the 26th list. 105 00:04:34,800 --> 00:04:36,320 And then I have another list that they've started making 106 00:04:36,320 --> 00:04:38,680 since yesterday as well because they got very excited when we 107 00:04:38,680 --> 00:04:39,880 got so many emails in from you guys. 108 00:04:40,200 --> 00:04:43,680 So this was interesting. Broad match. 109 00:04:43,680 --> 00:04:47,080 If you've never worked with search terms and, and the 110 00:04:47,080 --> 00:04:49,520 different match types within Google before, you might not 111 00:04:49,520 --> 00:04:52,560 know what broad match is. In Google's infancy, before we 112 00:04:52,560 --> 00:04:54,680 had shopping and lots of other stuff, you would just have 113 00:04:54,680 --> 00:04:57,000 keywords and you'd put in a keyword saying, all right, we 114 00:04:57,000 --> 00:05:00,080 sell potatoes. So put the word potatoes in and 115 00:05:00,080 --> 00:05:03,160 if you put that on what's called broad match, Broad match means 116 00:05:03,160 --> 00:05:05,760 anything to do with the word potatoes, we can appear on 117 00:05:05,760 --> 00:05:08,440 Google for with our advert, which is not very targeted. 118 00:05:08,440 --> 00:05:11,760 So broad match traditionally has not worked very well. 119 00:05:12,400 --> 00:05:15,000 You're better off a having a longer keyword to say like 120 00:05:15,320 --> 00:05:20,800 organic UK farmed or organic US farmed potatoes is a keyword or 121 00:05:20,800 --> 00:05:23,880 organic potatoes or potatoes in bulk. 122 00:05:23,880 --> 00:05:25,960 If someone trying to buy in bulk just selling a single potato 123 00:05:25,960 --> 00:05:27,880 over the website it's probably not going to make you much 124 00:05:27,880 --> 00:05:30,080 money. But using broad match is very 125 00:05:30,080 --> 00:05:31,680 dangerous. You tend to have a longer 126 00:05:31,680 --> 00:05:34,280 keyword and you put it on exact. So only if someone searched 127 00:05:34,280 --> 00:05:37,360 exactly the thing or phrase, even those things now exact and 128 00:05:37,360 --> 00:05:38,960 phrase. Google's trying to get smart and 129 00:05:38,960 --> 00:05:40,960 it's exact doesn't really exist anymore. 130 00:05:41,400 --> 00:05:43,160 But Long story short, then that's what a broad match 131 00:05:43,160 --> 00:05:44,560 keyword is. It's just anything to do with 132 00:05:44,560 --> 00:05:46,560 any of the words in that keyword we can appear for. 133 00:05:46,560 --> 00:05:48,560 It's super generic and it's very untargeted. 134 00:05:48,840 --> 00:05:51,400 However, we for one of our clients, it's been working 135 00:05:51,400 --> 00:05:52,840 really, really well. Probably more than one, but this 136 00:05:52,840 --> 00:05:55,720 particular one has been really, really working really well with 137 00:05:55,720 --> 00:05:58,960 a low budget. When we push the budget, the CPA 138 00:05:58,960 --> 00:06:02,400 starts to drop, but on a low budget with a really high CPA 139 00:06:02,400 --> 00:06:04,640 targets, the CPA is cost per acquisition. 140 00:06:04,920 --> 00:06:07,480 It's a low budget, high target. We're getting a really good 141 00:06:07,480 --> 00:06:09,880 response from there and it is nearly as profitable as 142 00:06:09,880 --> 00:06:11,880 Performance Max, which is very exciting. 143 00:06:12,920 --> 00:06:14,800 This is interesting then. So there's a big debate. 144 00:06:14,840 --> 00:06:16,440 If any of you guys have run Google Shopping campaigns, 145 00:06:16,440 --> 00:06:17,960 you've got ages, you're running Google Shopping campaigns, 146 00:06:17,960 --> 00:06:20,200 they'll probably using Performance Max or standard 147 00:06:20,200 --> 00:06:23,160 shopping, probably Performance Max Performance Max works across 148 00:06:23,160 --> 00:06:26,720 every single channel. And we then have this big, not 149 00:06:26,720 --> 00:06:29,200 so much debate, but we do this big test internally. 150 00:06:29,200 --> 00:06:32,400 Then with performance Max, do we want to have what's called a 151 00:06:32,400 --> 00:06:35,560 blank asset group? So the only assets we give 152 00:06:35,680 --> 00:06:38,680 performance Max and give Google to run on that campaign is your 153 00:06:38,680 --> 00:06:40,480 product listings. It's the same as they appear in 154 00:06:40,480 --> 00:06:43,440 Google shopping, but then they can still appear in display or 155 00:06:43,440 --> 00:06:47,400 on YouTube advertising and Gmail inbox ads and and other Google 156 00:06:47,400 --> 00:06:48,920 channels. But it's always going to be 157 00:06:48,920 --> 00:06:50,600 product focused. So when someone clicks through 158 00:06:50,600 --> 00:06:52,920 to the site, they've seen the product, whatever channel they 159 00:06:52,920 --> 00:06:56,400 found that on. However, one of our clients and 160 00:06:56,400 --> 00:07:00,080 we've actually found we think the perfect mix then of having 161 00:07:00,080 --> 00:07:04,760 both one asset group full of assets with videos, images, 162 00:07:04,760 --> 00:07:07,920 headlines, descriptions, site links and all the other things 163 00:07:07,920 --> 00:07:11,360 to make as many ad ad variation combinations as as Google wants. 164 00:07:11,600 --> 00:07:14,560 And then also having that blank one to only run the Google 165 00:07:14,560 --> 00:07:16,880 Shopping feed. And by having both one of the 166 00:07:16,880 --> 00:07:18,920 asset groups is doing more top of funnel ones, doing more lower 167 00:07:18,920 --> 00:07:21,120 funnel. And for so many clients that 168 00:07:21,120 --> 00:07:23,200 doesn't work, but for one particular client that does. 169 00:07:23,200 --> 00:07:25,800 So the learning here really is go and have a look at your 170 00:07:25,800 --> 00:07:28,320 performance, performance Max asset groups and go, have we put 171 00:07:28,320 --> 00:07:30,760 in all the information? Have we put in not much 172 00:07:30,760 --> 00:07:32,040 information. And most importantly, if we 173 00:07:32,040 --> 00:07:36,120 tried both of those just to test which one works best for our 174 00:07:36,120 --> 00:07:39,120 ROI, you wouldn't believe how many accounts we audit here. 175 00:07:39,520 --> 00:07:41,600 When we get somebody reaching out saying, hey, interested in 176 00:07:41,760 --> 00:07:43,560 working with you guys, We have a look under the hoods. 177 00:07:43,560 --> 00:07:46,320 We've got I think 5 going on right now and they're all quite, 178 00:07:46,320 --> 00:07:48,040 they're all quite exciting. And two of them are in the US, 179 00:07:48,040 --> 00:07:50,640 three them in the UK. And we find that all of them 180 00:07:50,640 --> 00:07:54,160 have a either blank asset groups or all asset groups with all 181 00:07:54,160 --> 00:07:56,880 assets in them, all of those different bits and pieces. 182 00:07:57,200 --> 00:07:59,200 And we tend to find a complete mix as to which one works best 183 00:07:59,200 --> 00:08:00,800 and which one doesn't. So something you absolutely need 184 00:08:00,800 --> 00:08:02,520 to test. But for this client, having one 185 00:08:02,520 --> 00:08:05,680 full of assets and one blank seems to be the winning formula. 186 00:08:05,840 --> 00:08:07,720 And that is the force that we're going to be moving forward with. 187 00:08:07,720 --> 00:08:09,760 And we're moving forward at great Force. 188 00:08:10,960 --> 00:08:12,480 Amazing. So the next one. 189 00:08:12,480 --> 00:08:14,200 And then we've done loads of testing on this. 190 00:08:14,200 --> 00:08:16,400 We've actually got some case studies on Trustpilot's website 191 00:08:16,400 --> 00:08:18,880 now where we've worked with, worked with some of our clients. 192 00:08:19,800 --> 00:08:22,680 Customers have left great reviews, but none of the great 193 00:08:22,680 --> 00:08:24,520 reviews are actually embedded on the website. 194 00:08:24,520 --> 00:08:27,120 And then when we've tested it, so one, one of our clients, 195 00:08:27,120 --> 00:08:28,640 Angela Reed, I know you guys listen to the show. 196 00:08:28,640 --> 00:08:31,480 So hey, one of my favorite clients, obviously, as I'm 197 00:08:31,480 --> 00:08:33,760 shouting you guys out, you guys are actually great, great to 198 00:08:33,760 --> 00:08:35,520 work with. And we've, yeah, we love the 199 00:08:35,520 --> 00:08:37,880 journey we're on with you When we tested changing the 200 00:08:37,880 --> 00:08:41,840 Trustpilot widgets with 111% uplift in SEO revenue and 64% 201 00:08:41,840 --> 00:08:44,400 uplift in PPC revenue. I know I've read those stats out 202 00:08:44,400 --> 00:08:47,120 on the podcast before, but have a look at your review content 203 00:08:47,120 --> 00:08:49,600 and have a real think about, OK, we've got these amazing reviews 204 00:08:49,600 --> 00:08:52,200 from our customers. Are we actually telling new 205 00:08:52,200 --> 00:08:55,000 potential customers, hey, we've got this amazing review, We've 206 00:08:55,000 --> 00:08:56,120 got these amazing reviews over here. 207 00:08:56,120 --> 00:08:58,640 So go and have a look. And if you're not, obviously 208 00:08:58,640 --> 00:09:00,760 test it. When I say test, literally use 209 00:09:00,760 --> 00:09:03,520 an AB tool and have the review showing on one version and the 210 00:09:03,520 --> 00:09:04,440 reviews not showing on the other. 211 00:09:04,800 --> 00:09:06,920 I'm pretty confident that I know. 212 00:09:06,960 --> 00:09:09,480 So it's not a binary have them or don't have them. 213 00:09:09,480 --> 00:09:12,280 It's where you put them, how big they are, how many you display, 214 00:09:12,440 --> 00:09:15,720 whether you display All Stars or just five stars, whether you put 215 00:09:15,720 --> 00:09:18,560 them above or below content on collection page and product 216 00:09:18,560 --> 00:09:19,840 page. The reason you have be tested 217 00:09:19,840 --> 00:09:23,920 though, is to fully understand how important those reviews are 218 00:09:24,080 --> 00:09:26,520 to your customers. I just wanted to interrupt 219 00:09:26,520 --> 00:09:28,920 today's episode to let you know that this episode is sponsored 220 00:09:28,920 --> 00:09:31,160 by Tax Cloud and they've got something heating up just in 221 00:09:31,160 --> 00:09:33,200 time for summer. They're teaming up with Top 222 00:09:33,200 --> 00:09:36,040 e-commerce Tools to bring you Summer School e-commerce OPS 223 00:09:36,040 --> 00:09:39,240 Edition, a free video series built to help you go deeper on 224 00:09:39,240 --> 00:09:42,040 the parts of your business that enable you to scale efficiently. 225 00:09:42,040 --> 00:09:44,920 You'll get 1 short tactical session every weekday from the 226 00:09:44,920 --> 00:09:46,800 20th of July to the 8th of August. 227 00:09:46,960 --> 00:09:50,160 Each one is under 15 minutes and packed it's with insights on 228 00:09:50,160 --> 00:09:53,480 things like reconciliation, returns, compliance, and much 229 00:09:53,520 --> 00:09:56,800 more, all led by experts from the tools that top brands rely 230 00:09:56,800 --> 00:09:57,640 on. Sign up now at 231 00:09:57,640 --> 00:10:01,080 taxcloud.com/summer and get each session sent straight into your 232 00:10:01,080 --> 00:10:02,680 inbox. So without further ado, head 233 00:10:02,680 --> 00:10:06,600 over to taxcloud.com/summer. So actually with one of our 234 00:10:06,600 --> 00:10:09,560 clients, we had no uplift when we first installed it and we're 235 00:10:09,560 --> 00:10:12,120 all scratching our heads going surely it's better like look at 236 00:10:12,120 --> 00:10:14,320 all our amazing customer reviews and one version has got no 237 00:10:14,320 --> 00:10:16,440 reviews at all and one version has got all these amazing 238 00:10:16,440 --> 00:10:18,320 reviews on there. And we're five star company. 239 00:10:18,560 --> 00:10:20,760 I think literally we're five star on, on Trustpilot, which 240 00:10:20,760 --> 00:10:23,800 means they've got no negative reviews or so few that it's 241 00:10:23,800 --> 00:10:27,840 still 5 as, as an average and they weren't on there. 242 00:10:27,840 --> 00:10:29,320 We added them and there was no uplift. 243 00:10:29,320 --> 00:10:31,320 So then what we did is we changed the way they look, 244 00:10:31,320 --> 00:10:33,360 changed positioning and move them some pages, move them 245 00:10:33,360 --> 00:10:35,160 further down where we think it's not the most important thing 246 00:10:35,160 --> 00:10:37,560 here because we don't get much landing page traffic to that 247 00:10:37,560 --> 00:10:39,720 page. And then we had a 20% uplift in 248 00:10:39,720 --> 00:10:43,160 revenue by by moving them. So again, proofs in the pudding. 249 00:10:43,160 --> 00:10:45,840 If you test it, you can understand how important it is. 250 00:10:46,160 --> 00:10:48,520 And then we can do over time as you can say, OK, these eight 251 00:10:48,520 --> 00:10:51,040 things we've tested, five were really important and three were 252 00:10:51,040 --> 00:10:52,840 not. And then you know from a content 253 00:10:52,840 --> 00:10:55,280 point of view, the winning formula of this is the right 254 00:10:55,280 --> 00:10:57,040 content to have on each page of our website. 255 00:10:57,320 --> 00:10:58,920 We should push this and we shouldn't push this. 256 00:10:59,040 --> 00:11:01,120 And that's really powerful place to be from a marketing 257 00:11:01,120 --> 00:11:04,800 perspective. So next one down, do, do, do, 258 00:11:04,800 --> 00:11:09,040 do, do. So when you run CPA targeting on 259 00:11:09,040 --> 00:11:10,640 a campaigns that's cost per acquisition. 260 00:11:10,640 --> 00:11:13,480 So you're basically saying every time I get a conversion and you 261 00:11:13,480 --> 00:11:15,080 set your conversion up probably as a purchase. 262 00:11:15,080 --> 00:11:17,480 If you're listening to this podcast, we do work a lot with B 263 00:11:17,480 --> 00:11:19,800 to B brands. We do 50% of our business is, is 264 00:11:19,800 --> 00:11:22,400 lead generation mostly for B to B and some B to C. 265 00:11:22,800 --> 00:11:26,560 But with CPA targeting for you guys in the Shopify world, it's 266 00:11:26,560 --> 00:11:29,440 going to be purchase. So we found that actually you 267 00:11:29,440 --> 00:11:32,600 can set, obviously you can set ACPA target at ad group level. 268 00:11:32,680 --> 00:11:35,800 But we found actually, if we set an umbrella one at campaign 269 00:11:35,800 --> 00:11:39,360 level, Google then has a remit to say, right, I've got 20 ad 270 00:11:39,360 --> 00:11:41,360 groups here. But because the CPA targets set 271 00:11:41,360 --> 00:11:44,920 at the umbrella level, I'm going to shuffle budgets between the 272 00:11:44,920 --> 00:11:47,920 ad groups or spends between the ad groups a bit more to go. 273 00:11:47,920 --> 00:11:50,480 This one's converting at a really low cost per conversion 274 00:11:50,480 --> 00:11:51,880 to help me hit that overall target. 275 00:11:51,880 --> 00:11:53,720 So I'm going to spend more on these ones. 276 00:11:53,920 --> 00:11:55,880 And we found actually that umbrella target for this 277 00:11:55,880 --> 00:11:58,080 particular client worked a lot better than trying to 278 00:11:58,080 --> 00:12:00,520 micromanage them individually. And the umbrella is where you 279 00:12:00,520 --> 00:12:02,880 set it at campaign level. And then all the ad groups have, 280 00:12:02,880 --> 00:12:05,600 say you set it at £50 per acquisition for a new customer 281 00:12:05,840 --> 00:12:08,400 or just for a customer. And then you find that every ad 282 00:12:08,400 --> 00:12:10,120 group is set of £50.50 pounds, £50. 283 00:12:10,360 --> 00:12:13,120 That worked better than when we tried to modify the individual 284 00:12:13,120 --> 00:12:16,000 ad groups to say, well, this ad group here, let's go 42 lbs 285 00:12:16,000 --> 00:12:17,920 because it's working well. This one needs to be 60 because 286 00:12:17,920 --> 00:12:21,120 it's hardly showing because the CPA is too low, the CPA target. 287 00:12:21,120 --> 00:12:24,160 So that umbrella CPA targeting when you're using CPA targeting 288 00:12:24,160 --> 00:12:26,840 on a search campaign seem to work much better than individual 289 00:12:26,840 --> 00:12:28,880 ad group ones. And I'm trying not to get too 290 00:12:28,880 --> 00:12:30,680 technical. My team are very technical, as 291 00:12:30,680 --> 00:12:32,680 you can tell. They're lovely people, They 292 00:12:32,680 --> 00:12:34,600 communicate well. But yeah, they've gone to town 293 00:12:34,600 --> 00:12:36,200 because this was for me to look at. 294 00:12:36,200 --> 00:12:39,120 I'm trying to digest these as we as we go through and the more 295 00:12:39,120 --> 00:12:43,120 specific the keywords for higher our conversion, the more, the 296 00:12:43,120 --> 00:12:45,120 higher our conversion rate, which makes sense. 297 00:12:45,840 --> 00:12:48,040 This was for a, it was actually for a hotel company rather than 298 00:12:48,040 --> 00:12:50,640 an e-commerce site, but they were still booking a hotel room 299 00:12:50,920 --> 00:12:52,800 and paying for it. There's still an e-commerce 300 00:12:53,040 --> 00:12:55,120 revenue value there, but it's for a hotel room rather than a 301 00:12:55,120 --> 00:12:57,280 product. But this one in particular is 302 00:12:57,280 --> 00:13:00,480 when we when we looked at the keyword list that was working 303 00:13:00,480 --> 00:13:02,640 about probably about three or four months in with this client 304 00:13:02,880 --> 00:13:06,560 luxury hotel and then the county or state that they're based in. 305 00:13:06,880 --> 00:13:10,000 That is the best keyword that we've got when we just have 306 00:13:10,000 --> 00:13:13,600 luxury hotel, we just have hotel in their county not so targeted. 307 00:13:14,120 --> 00:13:17,280 There's lots of cheaper hotels in there state and also just by 308 00:13:17,280 --> 00:13:20,680 searching luxury hotel, it was too broad that that's we don't 309 00:13:20,680 --> 00:13:22,120 know where people want to travel yet. 310 00:13:22,120 --> 00:13:25,120 So adding the location in seem to work much, much, much better. 311 00:13:25,320 --> 00:13:29,400 And the conversion rate in my notes is 40% higher when we did 312 00:13:29,400 --> 00:13:31,800 a more specific keyword. So I mean, I've been doing this 313 00:13:31,920 --> 00:13:34,920 just over we worked out today, 1st of July was 18 years and 314 00:13:34,920 --> 00:13:38,520 been working in PPC advertising and a little bit shorter in SEO, 315 00:13:38,520 --> 00:13:42,040 but still I think it's about 16 years in SEO, but 18 years been 316 00:13:42,040 --> 00:13:43,160 doing it. And that was one of the first 317 00:13:43,160 --> 00:13:45,920 things I was ever taught is find those long tailed niche keywords 318 00:13:45,920 --> 00:13:48,400 to go after within performance Max. 319 00:13:48,400 --> 00:13:49,640 You can also look at your search terms. 320 00:13:49,640 --> 00:13:52,080 You can add negative keywords to performance Max now as well. 321 00:13:52,080 --> 00:13:55,040 So looking at what people are searching to find you is really, 322 00:13:55,040 --> 00:13:57,760 really important. The power of whether you can 323 00:13:57,760 --> 00:14:00,440 just, while we're on the topic of keywords, the power on 324 00:14:00,440 --> 00:14:04,320 whether you can scale a business and scale it linear. 325 00:14:04,320 --> 00:14:07,440 So I spend more and I make more. Otherwise you're going to spend 326 00:14:07,440 --> 00:14:09,640 more and you make a bit more and then you kind of have to improve 327 00:14:09,720 --> 00:14:11,840 other stuff. The the scalability of a 328 00:14:11,840 --> 00:14:15,120 business is all based on conversion rates and based on 329 00:14:15,120 --> 00:14:17,320 ROI. So the more money and revenue 330 00:14:17,320 --> 00:14:20,920 that you can make from every customer that comes in every 331 00:14:20,920 --> 00:14:23,760 pound of dollar that you spend, the more you can make from that, 332 00:14:23,920 --> 00:14:25,880 the more you can scale, because the more you scale, the more 333 00:14:25,880 --> 00:14:28,160 generic the keywords are going to get, the bigger the markets 334 00:14:28,160 --> 00:14:30,560 you're moving out of your niche as you try and spend more on 335 00:14:30,560 --> 00:14:32,560 Google ads. So getting some of those 336 00:14:32,560 --> 00:14:36,800 conversion exercises and AB test just as part of what you do from 337 00:14:36,800 --> 00:14:39,560 the earlier days is going to help you scale with so many 338 00:14:39,560 --> 00:14:42,160 businesses that come to us. And we love you guys and takes 339 00:14:42,160 --> 00:14:44,200 us a little while, but we, we do, we do crack this, which is 340 00:14:44,200 --> 00:14:45,800 like, I'm spending 10 grand a month. 341 00:14:45,800 --> 00:14:47,840 I want to be spending 50,000 a month. 342 00:14:47,840 --> 00:14:50,560 And it's like, OK, we can spend $50,000 a month right now. 343 00:14:50,560 --> 00:14:52,600 We probably can't even spend it because we couldn't get the 344 00:14:52,600 --> 00:14:54,240 conversion. So the campaign wouldn't even 345 00:14:54,240 --> 00:14:55,960 run because we couldn't get enough revenue from it. 346 00:14:55,960 --> 00:14:59,000 So we need to build brand credibility and to improve that 347 00:14:59,000 --> 00:15:00,720 conversion journey on site and run a lot of tests. 348 00:15:00,720 --> 00:15:05,240 So again, that luxury hotel and then their state or their county 349 00:15:05,440 --> 00:15:07,640 if you're in the UK, that keyword was the best one for 350 00:15:07,640 --> 00:15:10,360 this particular hotel, which is interesting because they hate 351 00:15:10,360 --> 00:15:12,640 calling themselves luxury, but the keyword works. 352 00:15:12,640 --> 00:15:14,240 We just don't use word luxury in the adverts. 353 00:15:14,240 --> 00:15:18,240 We still got that brand awareness across competitor 354 00:15:18,240 --> 00:15:19,520 campaigns. I love these. 355 00:15:19,880 --> 00:15:23,640 So competitor campaign is where you say, all right, we are. 356 00:15:23,640 --> 00:15:25,440 I use Nike and Adidas all the time. 357 00:15:25,440 --> 00:15:28,600 So think of a different analogy. OK, I'm looking for a Dell 358 00:15:28,600 --> 00:15:33,040 laptop and, and I'm sorry, I'm selling Dell laptops. 359 00:15:33,040 --> 00:15:35,640 So when people are looking for Dell laptops, I'm Dell. 360 00:15:35,640 --> 00:15:38,920 Come to me. However, when people search for 361 00:15:38,920 --> 00:15:42,600 an Apple MacBook, they might actually end up buying a Dell 362 00:15:42,600 --> 00:15:47,040 laptop if I tell them why Dell laptops are better than Apple 363 00:15:47,040 --> 00:15:49,200 Macbooks. So a competitor campaign is 364 00:15:49,200 --> 00:15:52,640 where we put the keyword in as Apple, we might put it as Lenovo 365 00:15:52,640 --> 00:15:53,680 and it's the same operating system. 366 00:15:53,680 --> 00:15:55,320 We want you to buy a Dell, not a Lenovo. 367 00:15:55,520 --> 00:15:58,360 HP Packard Bell. Do they still exist? 368 00:15:58,360 --> 00:16:00,600 That was my first ever computer. It was a Packard Bell and it was 369 00:16:00,600 --> 00:16:02,640 in two bits. It was a separate screen to the 370 00:16:02,640 --> 00:16:06,720 actual desktop bit and but when people search up all those 371 00:16:06,720 --> 00:16:09,520 compressed to brands, you have those brands as your keywords 372 00:16:09,640 --> 00:16:12,320 and then you have an advert that talks about why you're better 373 00:16:12,320 --> 00:16:14,200 than them. So if you have an ad group for, 374 00:16:14,560 --> 00:16:20,120 for HP and say HP have got this lovely new touchscreen 375 00:16:20,440 --> 00:16:22,600 functionality, I, I use Mac, I'm afraid so I don't really know 376 00:16:22,600 --> 00:16:25,600 what's going on the PC. Well, but, but say you use, say 377 00:16:25,600 --> 00:16:28,120 on the HP, you can use a pencil to draw like you can on a, on a 378 00:16:28,120 --> 00:16:30,760 MacBook, Sorry, on an iPad, you can draw on the screen and that 379 00:16:30,760 --> 00:16:31,880 sort of stuff. But actually, everyone's 380 00:16:31,880 --> 00:16:34,360 complaining about it. Again, data is king here. 381 00:16:34,400 --> 00:16:36,680 Everyone's complaining about it, but they're not complaining 382 00:16:36,680 --> 00:16:38,640 about the Dell ones. They're saying Dell, it actually 383 00:16:38,640 --> 00:16:39,880 works and it works really, really well. 384 00:16:40,040 --> 00:16:43,040 So anyone looking for those models of HP laptop where we're 385 00:16:43,040 --> 00:16:46,280 getting bad reviews, we could say something about ignore all 386 00:16:46,280 --> 00:16:50,080 the bad, you know, don't go with a laptop that has bad reviews or 387 00:16:50,080 --> 00:16:54,160 we are the most, most or highly rated or best reviewed or best 388 00:16:54,160 --> 00:16:57,760 or five star reviews on our new Dell touchscreen laptops, 389 00:16:57,760 --> 00:16:59,600 whatever it might be. So have a look at your 390 00:16:59,600 --> 00:17:04,040 competitors and think about what can we do to fight them and run 391 00:17:04,040 --> 00:17:07,200 ads on them. Equally, some brands we work 392 00:17:07,200 --> 00:17:10,280 with have a truce where they've actually reached out to their 393 00:17:10,280 --> 00:17:12,319 competitors and said, look, we're all just going to make 394 00:17:12,319 --> 00:17:15,119 Google really rich and clock up loads of advertising spend if we 395 00:17:15,119 --> 00:17:16,480 all start targeting each other's names. 396 00:17:16,599 --> 00:17:19,400 So actually, let's all agree we're not going to target each 397 00:17:19,400 --> 00:17:22,839 other's names at all. And let's just go after normal 398 00:17:22,839 --> 00:17:25,760 non brand traffic that we want to we want to target. 399 00:17:25,760 --> 00:17:29,600 Cool, right next one. This one's quite long. 400 00:17:29,600 --> 00:17:31,120 This is from, I should be reading out names, by the way, 401 00:17:31,120 --> 00:17:33,760 say the first one was from Daisy, the rest are from Dan. 402 00:17:33,760 --> 00:17:37,320 This one so far, this is from some of the guys on my BBC team. 403 00:17:37,320 --> 00:17:40,120 This one's from Ruby. So this one is when adding 404 00:17:40,120 --> 00:17:43,280 budget to P Max, the ROI keeps decreasing instead of 405 00:17:43,280 --> 00:17:44,800 increasing, which is what we want. 406 00:17:45,200 --> 00:17:47,200 So we're looking at how much is being spent on products versus 407 00:17:47,240 --> 00:17:49,200 other areas. And we saw a big imbalance. 408 00:17:49,200 --> 00:17:51,520 That's as I was explaining earlier with the asset groups. 409 00:17:51,760 --> 00:17:53,800 If you put images and videos and other stuff and Google's going 410 00:17:53,800 --> 00:17:56,400 to advertise that and people can click on those and you've also 411 00:17:56,400 --> 00:17:58,920 got your product feed in P Max and people can click on product 412 00:17:59,000 --> 00:18:01,440 ads when they see those. And we realise actually not a 413 00:18:01,440 --> 00:18:03,480 lot of people are clicking on product ads whatsoever. 414 00:18:03,760 --> 00:18:07,680 So the solution, and Ruby only started this literally last 415 00:18:07,680 --> 00:18:10,160 week. So on the the result it says too 416 00:18:10,160 --> 00:18:12,960 soon to say, sorry Nick, that's fine Ruby, we'll let you off. 417 00:18:13,600 --> 00:18:16,920 But what it says in here is that the Ruby's then moved all of 418 00:18:16,920 --> 00:18:19,800 those products out of P Max and put them in a standard shopping 419 00:18:19,840 --> 00:18:21,880 campaign. So what's big question then? 420 00:18:21,880 --> 00:18:23,760 What's the difference and why should I care? 421 00:18:23,760 --> 00:18:25,520 Even if you know the difference? Let me explain why. 422 00:18:25,520 --> 00:18:28,120 There's a power in that. So P Max can run across every 423 00:18:28,120 --> 00:18:31,600 single channel and it will make its own assets. 424 00:18:31,680 --> 00:18:34,280 That's right, Google's your creative director now, which is 425 00:18:34,280 --> 00:18:36,920 a terrible idea. Sorry, Google as some one day 426 00:18:36,920 --> 00:18:38,240 they're going to send a hitman after me. 427 00:18:38,240 --> 00:18:40,640 I've badmouth Google and Meta and other people so much over 428 00:18:40,640 --> 00:18:43,040 the years. And but Google will then start 429 00:18:43,040 --> 00:18:46,080 making their own visuals, their own ad copy, which they'll take 430 00:18:46,080 --> 00:18:49,120 from site digest it. We all know how bad content 431 00:18:49,120 --> 00:18:50,920 writing from AI is at the moment. 432 00:18:51,000 --> 00:18:53,160 There's a few good streams and niches of it, but generally 433 00:18:53,160 --> 00:18:55,080 speaking it's not anywhere near as good as human. 434 00:18:55,520 --> 00:18:58,760 So standard shopping says to Google, the only ads you can 435 00:18:58,760 --> 00:19:02,040 show are Google Shopping ads on Google itself. 436 00:19:02,040 --> 00:19:06,040 So no YouTube display, Gmail, just on Google itself, just the 437 00:19:06,040 --> 00:19:09,680 shopping ads. And I only want content to show 438 00:19:09,680 --> 00:19:12,000 in those ads that I've given you via my product feed. 439 00:19:12,600 --> 00:19:13,520 So we're saying to Google on this. 440 00:19:13,640 --> 00:19:16,400 And this is, I had a quick look at this with Ruby when she was 441 00:19:16,400 --> 00:19:18,800 setting up as well. We looked at the search volumes 442 00:19:18,800 --> 00:19:21,280 on some of the keywords that we should be targeting on Google. 443 00:19:21,680 --> 00:19:24,160 We were getting nowhere near as many impressions as we should. 444 00:19:24,560 --> 00:19:26,760 Hey guys, I just want to take a moment aside from today's 445 00:19:26,760 --> 00:19:29,080 episode to introduce one of our amazing sponsors, Kavella. 446 00:19:29,080 --> 00:19:31,640 They are the all in one platform that helps you design, sample 447 00:19:31,640 --> 00:19:34,440 and launch your product lines. Kavella are helping Shopify 448 00:19:34,440 --> 00:19:38,960 brands save up to 40% on stock costs thanks to their smart, 449 00:19:38,960 --> 00:19:41,880 streamlined supply chain. That means more profit for you, 450 00:19:42,120 --> 00:19:46,280 less costs, and loads of time saved in trying to get stock on 451 00:19:46,280 --> 00:19:49,240 your shelves right now. 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Back to the episode. 459 00:20:09,440 --> 00:20:11,080 So it probably won't work on day one. 460 00:20:11,560 --> 00:20:13,200 We're going to create the campaign, she's launched the 461 00:20:13,200 --> 00:20:16,240 campaign, and the job then is just adding as many negatives as 462 00:20:16,240 --> 00:20:17,880 possible to streamline the campaign down. 463 00:20:18,120 --> 00:20:20,240 We also need to get some conversion data before we can 464 00:20:20,240 --> 00:20:22,360 change the targeting. Say, just go after conversion, 465 00:20:22,360 --> 00:20:24,560 say nice little quick win there. I'm just looking at the clock. 466 00:20:24,560 --> 00:20:26,600 I'm probably not going to get through all 26, let alone the 467 00:20:26,600 --> 00:20:28,440 second list I've got as well. But we'll get through as many as 468 00:20:28,440 --> 00:20:30,480 we can. And this one's interesting 469 00:20:31,240 --> 00:20:32,920 customers. This one's from Daisy. 470 00:20:32,920 --> 00:20:37,640 In our team customers were more inclined to use free delivery 471 00:20:38,280 --> 00:20:41,720 than they were when we offered them £5 off or £10 off. 472 00:20:42,120 --> 00:20:47,520 The irony is delivery costs £4.50 so if we offer free 473 00:20:47,520 --> 00:20:51,040 delivery it costs for that cost us £4.50. 474 00:20:51,320 --> 00:20:54,440 But we get a higher conversion rate than when we give them £5 475 00:20:54,440 --> 00:20:56,640 off the order which covers the delivery cost. 476 00:20:57,520 --> 00:20:59,760 Or when we give them 10% off, which most people spent over 477 00:20:59,760 --> 00:21:04,120 £100, which meant the 10% off is like 10 lbs plus on average, 478 00:21:04,760 --> 00:21:06,680 which is really silly. So people are getting less of a 479 00:21:06,680 --> 00:21:10,960 discount, but the psychology of free delivery worked better than 480 00:21:10,960 --> 00:21:13,320 when we offered them a better monetary discount. 481 00:21:13,520 --> 00:21:16,080 How silly is that? Customers are so illogical and I 482 00:21:16,080 --> 00:21:19,160 love examples like this because it actually starts to show that 483 00:21:19,160 --> 00:21:22,120 people are really logical and really irrational and really 484 00:21:22,120 --> 00:21:23,680 lazy. You just need to make it super 485 00:21:23,680 --> 00:21:27,240 obvious for them, right? So Elliot from our team then. 486 00:21:27,240 --> 00:21:29,760 I've only got stuff from four of the team, and I was about to add 487 00:21:29,760 --> 00:21:34,280 stuff until I saw cool. So on this one in particular, So 488 00:21:34,280 --> 00:21:39,240 wine client, when we started targeting cases of wine, so 6 489 00:21:39,240 --> 00:21:42,400 plus bottles, I think that is, yeah, 6 plus bottles. 490 00:21:42,560 --> 00:21:45,280 When we started targeting cases of wine, even on the single 491 00:21:45,280 --> 00:21:48,240 items we put on the Google Shopping listing, buy a case or 492 00:21:48,240 --> 00:21:50,120 part of a case. There's one bottle, but you can 493 00:21:50,120 --> 00:21:53,040 buy it in a case. I think we put single or case 494 00:21:53,640 --> 00:21:55,840 that started increasing our average order value 495 00:21:55,840 --> 00:21:58,240 significantly, encouraging customers to buy 6 instead of 496 00:21:58,240 --> 00:22:00,040 one or two or building their own box of six. 497 00:22:00,040 --> 00:22:03,120 It was like buy a few boxes of 6 and more people were doing that. 498 00:22:03,520 --> 00:22:05,480 We also wanted to stand out against competitors. 499 00:22:05,480 --> 00:22:07,720 So another thing that Elliot did and again, I remember chatting 500 00:22:07,720 --> 00:22:10,480 with the client on this Matthew, who I think you listen to the 501 00:22:10,480 --> 00:22:12,520 show as well say hello, Matthew. And we actually have a few 502 00:22:12,520 --> 00:22:17,440 Matthews as clients, but Matthew from from the UK, we started 503 00:22:17,440 --> 00:22:20,880 putting top rated and this is the one that we rated the top or 504 00:22:20,880 --> 00:22:22,640 he rated. Matthew thinks this is top rated 505 00:22:22,640 --> 00:22:25,080 product. So top rated big red wine case 506 00:22:25,080 --> 00:22:28,760 is one of his headlines. Click through rate and ROI has 507 00:22:28,760 --> 00:22:30,760 really increased quite dramatically. 508 00:22:31,000 --> 00:22:34,480 And we're going to stay with Elliot for a few more than we. 509 00:22:34,480 --> 00:22:36,640 He then took the same approach across other wines in the group, 510 00:22:36,640 --> 00:22:38,800 which is the next one down. Again, really started to work 511 00:22:38,800 --> 00:22:42,280 well and selling wine in the UK instead of just saying like this 512 00:22:42,280 --> 00:22:46,560 is a rose or a blush, actually calling it American gold country 513 00:22:46,560 --> 00:22:49,240 is one of the brands or one of the things he's put on there. 514 00:22:49,400 --> 00:22:51,920 And we he's also added bestseller, which he's put in in 515 00:22:51,920 --> 00:22:54,080 bold here because that is one of the best selling products by 516 00:22:54,080 --> 00:22:55,760 calling it bestseller. Oh, that's exciting. 517 00:22:55,760 --> 00:22:57,880 Best selling wine. I'm into my wines and I want to 518 00:22:57,880 --> 00:22:59,480 buy some wine. So bestseller seems to work 519 00:22:59,480 --> 00:23:01,920 really, really well in the Google shopping title for some 520 00:23:01,920 --> 00:23:03,920 of those products. And we'll do one more from your 521 00:23:03,920 --> 00:23:07,000 list as well. Elliot Budget was being spent on 522 00:23:07,000 --> 00:23:09,080 products that were not performing similar to the one 523 00:23:09,080 --> 00:23:12,160 that Daisy mentioned earlier. We've actually then Elliot has 524 00:23:12,160 --> 00:23:14,080 then split them out into not into different campaigns for 525 00:23:14,080 --> 00:23:16,720 different asset groups. So the the stuff that's working 526 00:23:16,720 --> 00:23:19,480 well and is quite high is all in one asset group and then we've 527 00:23:19,480 --> 00:23:21,160 got another asset group where it's low. 528 00:23:21,600 --> 00:23:23,800 And Elliot's put in the notes here as well that the campaign 529 00:23:24,200 --> 00:23:26,320 has started to spend more, which is one of the challenges. 530 00:23:26,320 --> 00:23:30,080 And we're getting a better ROI and the low is now doing the 531 00:23:30,080 --> 00:23:32,920 opposite, which is good. So the spend on low has dropped 532 00:23:32,920 --> 00:23:34,640 quite significantly. He's also mentioned he's 533 00:23:34,640 --> 00:23:36,880 actually splits the campaigns now to control budgets. 534 00:23:36,880 --> 00:23:39,320 Again, some of those breaking down P Max campaigns into 535 00:23:39,320 --> 00:23:40,480 smaller campaigns works really well. 536 00:23:40,480 --> 00:23:42,280 Some of us put them together works really well. 537 00:23:42,280 --> 00:23:45,640 But again, my whole message today is the devil is in the 538 00:23:45,640 --> 00:23:49,280 date is in the detail and the data, right. 539 00:23:49,280 --> 00:23:53,080 Let's get a few more from some of the other people in the team. 540 00:23:53,080 --> 00:23:56,560 Now. Another one of broad match 541 00:23:56,560 --> 00:23:59,320 keywords where we tested it and we're getting, we've actually 542 00:23:59,320 --> 00:24:02,680 put, so running a campaign with broad match keywords targeting 543 00:24:02,680 --> 00:24:05,960 maximized conversions and then also putting a very, either 544 00:24:05,960 --> 00:24:08,280 maximized conversions or a very low CPC. 545 00:24:08,640 --> 00:24:11,240 We, we've done this quite a lot over the years to say to Google, 546 00:24:11,240 --> 00:24:13,920 you can send loads of generic traffic like, you know, if we 547 00:24:13,920 --> 00:24:16,440 sell clothing, just send the word, you know, the word 548 00:24:16,440 --> 00:24:18,000 clothing. Let's just appear for that. 549 00:24:18,160 --> 00:24:20,000 Or T-shirts, let's just appear for that. 550 00:24:20,520 --> 00:24:22,160 So what we'll do is we're going to have such a low cost per 551 00:24:22,160 --> 00:24:25,080 click that actually we can get thousands of clicks very, very 552 00:24:25,080 --> 00:24:26,400 cheaply. So we only need one or two 553 00:24:26,400 --> 00:24:28,800 orders to make it profitable, which is the opposite of all the 554 00:24:28,800 --> 00:24:31,880 other stuff I've just said about working in niches tend to find 555 00:24:31,880 --> 00:24:34,440 one, one extreme is better. Either get loads and loads of 556 00:24:34,440 --> 00:24:36,760 really cheap traffic or actually let's pay more for our traffic 557 00:24:36,760 --> 00:24:39,000 to get high quality traffic that we know is going to convert 558 00:24:39,000 --> 00:24:41,760 really, really well. So either works from a total ROI 559 00:24:41,760 --> 00:24:43,520 perspective. What you don't want to be doing 560 00:24:43,520 --> 00:24:47,000 is trying to bid in the middle with people half mass market, 561 00:24:47,000 --> 00:24:50,320 half nor or trying to over bid for mass market or under bid for 562 00:24:50,320 --> 00:24:52,680 the niche stuff. That's where you're not going to 563 00:24:52,680 --> 00:24:54,520 get the ROI. It's just not going to work. 564 00:24:55,280 --> 00:24:56,520 Let's have a look at some others. 565 00:24:57,600 --> 00:25:01,920 One of the new clients we took on board, we added price assets. 566 00:25:02,280 --> 00:25:05,280 So when P Max then runs a text ad for something somebody's 567 00:25:05,280 --> 00:25:07,880 looking for, having what's called a price assets, these 568 00:25:07,880 --> 00:25:10,960 called extensions makes the, it actually makes the, the advert a 569 00:25:10,960 --> 00:25:12,920 little bit bigger, doesn't cost any more per click. 570 00:25:13,120 --> 00:25:16,640 But those price assets being able to say, you know, this is 571 00:25:16,640 --> 00:25:18,400 the price range of this particular product you're 572 00:25:18,400 --> 00:25:20,560 looking at. Or if someone's looking for, I 573 00:25:20,560 --> 00:25:26,360 don't know, office desks, we can say £150 to to 10 to 10 grand 574 00:25:26,520 --> 00:25:28,800 for a single desk. Or we could say our desks range 575 00:25:28,800 --> 00:25:32,520 from range from £1000 to £15,000, which then means if 576 00:25:32,520 --> 00:25:35,920 someone's going, I just need a desk for £80 or $100 or 577 00:25:35,920 --> 00:25:38,120 something like that, Don't come to our website. 578 00:25:38,120 --> 00:25:40,280 We're too expensive for you. So we don't want to pay for the 579 00:25:40,280 --> 00:25:41,680 click when they're too expensive. 580 00:25:42,000 --> 00:25:44,320 There's actually a note on another one a little bit further 581 00:25:44,320 --> 00:25:47,280 down on that exact point, which I just want to emphasize because 582 00:25:47,280 --> 00:25:48,560 this is really, really important. 583 00:25:49,000 --> 00:25:51,560 Not so much in Google Shopping, you can't do this, but certainly 584 00:25:51,560 --> 00:25:54,360 in text ads, display ads, video content that you create. 585 00:25:55,080 --> 00:25:59,200 Sometimes getting a balance between the people that we can 586 00:25:59,200 --> 00:26:02,880 help and also actually talking in your ad content and your 587 00:26:02,880 --> 00:26:05,640 advertising and marketing about the people we can't help can 588 00:26:05,640 --> 00:26:08,920 also be really, really powerful. We work with an insurance 589 00:26:08,920 --> 00:26:12,320 company here in the UK. They insure cars and lots of 590 00:26:12,320 --> 00:26:16,160 stuff to do with the motor industry or automotive, as you 591 00:26:16,160 --> 00:26:18,040 guys call it, The automotive in America. 592 00:26:18,040 --> 00:26:20,280 That's the end of my American accent for the day, but 593 00:26:20,280 --> 00:26:23,440 automotive, you guys call it. The interesting thing we've seen 594 00:26:23,440 --> 00:26:27,120 with these guys is when we got a list of all of the lead, the 595 00:26:27,120 --> 00:26:29,800 insurance leads that we generated for them, we looked 596 00:26:29,800 --> 00:26:31,920 through all those leads and said, OK, can you guys add a 597 00:26:31,920 --> 00:26:34,520 column to this spreadsheet and tell us the rejection reasons, 598 00:26:34,800 --> 00:26:37,400 the reason that you couldn't offer them insurance or the 599 00:26:37,400 --> 00:26:39,600 reason that you've rejected them as a customer? 600 00:26:39,840 --> 00:26:42,200 And it was things like, OK, this person has been imprisoned 601 00:26:42,200 --> 00:26:45,040 before. This person hasn't been driving 602 00:26:45,040 --> 00:26:47,760 long enough, so their driving licence needs X years before we 603 00:26:47,760 --> 00:26:50,160 can insure them. I think it was a mechanic, if 604 00:26:50,160 --> 00:26:53,520 you're below the age of 21, we can't insure you. 605 00:26:53,840 --> 00:26:56,720 And by adding some of those things into the actual ad copy 606 00:26:56,720 --> 00:27:01,120 saying like, you know, we insuring mechanics for, you 607 00:27:01,120 --> 00:27:05,040 know, insuring mechanics 21 plus four year driving or, you know, 608 00:27:05,240 --> 00:27:08,880 21 plus or four years driving experience required. 609 00:27:09,200 --> 00:27:11,840 And then but couple it with USPS, we we've had an issue with 610 00:27:11,840 --> 00:27:12,840 a couple of clients, the password. 611 00:27:13,000 --> 00:27:15,560 We've put so many kind of negative things in. 612 00:27:16,080 --> 00:27:17,600 We're not actually doing marketing anymore. 613 00:27:17,600 --> 00:27:19,480 We're doing what I'd like to call anti marketing. 614 00:27:19,480 --> 00:27:22,720 We're telling you not to come and buy from us, but in in, in 615 00:27:22,720 --> 00:27:25,880 in the retail world as well. Again, a lot of you guys, almost 616 00:27:25,880 --> 00:27:28,680 all of you guys are on Shopify or similar e-commerce platforms 617 00:27:28,680 --> 00:27:31,960 selling products, actually putting in a few turn offs or 618 00:27:31,960 --> 00:27:35,120 even a turn off that looks like a turn on for a customer can be 619 00:27:35,120 --> 00:27:37,960 really, really powerful. So a good example of this can be 620 00:27:37,960 --> 00:27:41,560 that if your products are quite expensive, how do you get that 621 00:27:41,560 --> 00:27:45,520 across without saying like our, our hoodies start at 200 lbs. 622 00:27:45,880 --> 00:27:49,720 What you actually do is you say our hoodies are made from the 623 00:27:49,720 --> 00:27:54,120 world's finest merino wool. That's a really good way of 624 00:27:54,120 --> 00:27:56,200 opening that up and people will see that and go the world's 625 00:27:56,200 --> 00:27:59,280 finest, it's merino wool. That's all really, really 626 00:27:59,280 --> 00:28:02,520 powerful stuff. Anyway, let's go to my list 627 00:28:02,520 --> 00:28:04,080 then. So I didn't add these into the 628 00:28:04,080 --> 00:28:06,640 other ones. What I find interesting, we 629 00:28:06,800 --> 00:28:09,160 mentioned about the products earlier and there was a 6030 630 00:28:09,160 --> 00:28:12,240 split as, sorry, 2/3 and 1/3, not 63rd. 631 00:28:12,240 --> 00:28:16,440 That makes 9066 and 34 would call it percent. 632 00:28:16,440 --> 00:28:19,920 So 1/3 of the products were actually selling and sixties, 633 00:28:20,360 --> 00:28:23,480 2/3 of the products getting all my masks wrong today. 2/3 of the 634 00:28:23,480 --> 00:28:25,640 products that we were advertising and spending money 635 00:28:25,640 --> 00:28:28,560 on, on our ads were not selling. I've called it the 8020 split. 636 00:28:28,760 --> 00:28:31,960 I'd actually split your products by 80%, usually 80% your budget 637 00:28:31,960 --> 00:28:34,160 probably on 20% your products and you need to work out which 638 00:28:34,160 --> 00:28:35,800 20% to go after. Doesn't always work. 639 00:28:35,800 --> 00:28:37,560 Doesn't apply to everybody, none of this stuff applies to 640 00:28:37,560 --> 00:28:39,440 everyone, but something you should absolutely look at to go. 641 00:28:39,800 --> 00:28:41,360 Is that a problem for me, yes or no? 642 00:28:41,720 --> 00:28:44,760 The frequently bought together is incredibly powerful. 643 00:28:45,200 --> 00:28:48,120 And when I talk about this, I'm not talking about maybe you 644 00:28:48,120 --> 00:28:50,320 would add it to site and say this item's frequently bought 645 00:28:50,320 --> 00:28:53,360 alongside this one. But actually what I, what I'm 646 00:28:53,360 --> 00:28:56,200 getting at here is in terms of you knowing your data to say 647 00:28:56,480 --> 00:28:58,600 people who bought this product also bought this one. 648 00:28:58,800 --> 00:29:01,840 You can do a lot of work around audiences and targeting and 649 00:29:01,840 --> 00:29:05,040 Google Ads to say people that bought a table lamp also bought 650 00:29:05,040 --> 00:29:08,360 a bulb and bought a lampshade. OK, well, right now I've got 651 00:29:08,360 --> 00:29:11,040 those campaigns split. So actually, if you're in an 652 00:29:11,040 --> 00:29:13,920 audience group in campaign A, you're only going to see shades. 653 00:29:14,600 --> 00:29:18,120 Actually, that's the in terms of cost, the bulbs the cheapest, 654 00:29:18,120 --> 00:29:19,640 then the shade, then the table lamp. 655 00:29:20,000 --> 00:29:22,360 So actually by having those things grouped together, both on 656 00:29:22,360 --> 00:29:24,520 the website when people are browsing about to have like, you 657 00:29:24,520 --> 00:29:27,360 know, pick a lamp, pick a shade, pick a bulb and bundle them 658 00:29:27,360 --> 00:29:29,280 together. I know it can be quite clunky to 659 00:29:29,280 --> 00:29:31,840 get bundling like that to work on Shopify, but it's so worth 660 00:29:31,840 --> 00:29:34,160 it. Anyway, I've got time for one 661 00:29:34,160 --> 00:29:36,240 more. We've got one minute and what 662 00:29:36,320 --> 00:29:38,880 we're going to go for optimum product prices. 663 00:29:39,200 --> 00:29:42,120 Really cool case study that I've mentioned several times and 664 00:29:42,120 --> 00:29:44,160 we've done it more than once. We're about to do it again. 665 00:29:44,360 --> 00:29:47,560 We have doubled the price of all of our clients products 666 00:29:47,920 --> 00:29:50,960 overnight and lost less than 50% of our sales. 667 00:29:51,400 --> 00:29:55,520 So now the volume of sales has dropped by say 30%, but our 668 00:29:55,520 --> 00:29:58,880 revenue now is up significantly. So the 70% of sales that we 669 00:29:58,880 --> 00:30:04,160 still have, we're making 140% of the starting point revenue and 670 00:30:04,160 --> 00:30:05,880 we're shipping 30% less products. 671 00:30:05,880 --> 00:30:08,560 We've got way more stock left after making more money. 672 00:30:08,960 --> 00:30:10,920 There are apps you can use. There's a few that we're 673 00:30:10,920 --> 00:30:13,760 endorsed by and have partnerships with if you want to 674 00:30:13,760 --> 00:30:15,560 reach out and, and we can certainly make an introduction 675 00:30:15,560 --> 00:30:18,400 or even get you a discount. I always say to people, never 676 00:30:18,400 --> 00:30:19,680 buy any tech without talking to us. 677 00:30:19,680 --> 00:30:21,480 We get discounts. We've got advice on this, but 678 00:30:21,480 --> 00:30:24,000 the apps will take whatever your current price is. 679 00:30:24,040 --> 00:30:26,840 That becomes the baseline price. And then what it does is it 680 00:30:27,040 --> 00:30:29,240 keeps increasing the price a bit on each product to come back and 681 00:30:29,240 --> 00:30:32,680 say all your products now have increased about $8 on average in 682 00:30:32,680 --> 00:30:34,040 price and you're making more money. 683 00:30:34,440 --> 00:30:36,800 And that is time up. I hope you've enjoyed today. 684 00:30:36,800 --> 00:30:39,520 I hope it's been useful again, you guys reached out by popular 685 00:30:39,520 --> 00:30:41,160 demand on this. If any of this doesn't make 686 00:30:41,160 --> 00:30:42,200 sense, you might have a look at stuff. 687 00:30:42,360 --> 00:30:43,920 Send us an e-mail. Hello at winning with 688 00:30:43,920 --> 00:30:45,680 shopify.com. Share a screenshot of what's 689 00:30:45,680 --> 00:30:47,280 going on. You Google ads and say, Nick, 690 00:30:47,280 --> 00:30:49,160 this makes no sense. And me or one of my team will 691 00:30:49,160 --> 00:30:51,320 pick it up and get back to you guys as quickly as possible. 692 00:30:51,560 --> 00:30:53,440 Next episode, be out. This is Friday right now in your 693 00:30:53,440 --> 00:30:55,200 world, not my world, but your world when you're listening, 694 00:30:55,280 --> 00:30:56,920 listening to this, it'll be Friday's to come out. 695 00:30:56,920 --> 00:30:59,880 We will have another Tuesday talks with a new title and some 696 00:30:59,880 --> 00:31:01,640 really interesting news. Actually, it's been even though 697 00:31:01,640 --> 00:31:02,840 it's only Wednesday that some recording. 698 00:31:02,840 --> 00:31:04,480 It's been a really interesting week in the Shopify world. 699 00:31:04,480 --> 00:31:06,120 There's loads going on. So make sure you check out my 700 00:31:06,120 --> 00:31:07,840 little episode on Tuesday and we'll probably have another 701 00:31:07,840 --> 00:31:10,120 guest again next Friday. Thanks for tuning in and we'll 702 00:31:10,120 --> 00:31:12,440 see you again soon. Do you ever find that in your 703 00:31:12,440 --> 00:31:15,240 warehouse you have dead stock? You can't sell it, no one wants 704 00:31:15,240 --> 00:31:16,680 to buy it and you can't get a refund on it. 705 00:31:16,960 --> 00:31:20,040 Or alternatively, you're missing inventory in your warehouse that 706 00:31:20,040 --> 00:31:21,600 you need. You've got sales coming in and 707 00:31:21,600 --> 00:31:24,520 you're low on stock and you haven't ordered more stock in 708 00:31:24,520 --> 00:31:26,240 time. All these things hit profit. 709 00:31:26,240 --> 00:31:28,000 And I've been there. I've run my own Shopify store 710 00:31:28,000 --> 00:31:30,560 and had exactly that problem. But we've partnered up with 711 00:31:30,560 --> 00:31:33,000 Inventory Planner who have the most incredible app to help you 712 00:31:33,000 --> 00:31:36,800 manage that and forecast exactly what products, what skews even 713 00:31:36,800 --> 00:31:40,120 down to what colour of products you need to order in advance to 714 00:31:40,120 --> 00:31:42,840 make sure stock levels remain consistent through. 715 00:31:43,240 --> 00:31:44,880 They're also running a seven day boot camp. 716 00:31:44,880 --> 00:31:46,920 And if you want to go and sign up to that, it's 7 emails every 717 00:31:46,920 --> 00:31:49,760 seven days and it takes the same amount of time as your morning 718 00:31:49,760 --> 00:31:51,840 coffee. And in seven days, like me, you 719 00:31:51,840 --> 00:31:53,640 can become an inventory management pro. 720 00:31:54,200 --> 00:31:55,680 Both links are in the description. 721 00:31:55,920 --> 00:31:56,320 Enjoy.