How to Create the Perfect Google Ads Account Structure with Shri Kanase (episode 515)
Shri Kanase is the founder of Yoru Marketing, where he and his team run Google Ads and YouTube Ads for some of the biggest eCommerce brands in the world, and have helped 100s of brands scale. In fact… Yoru Marketing is one of the fastest growing and top rated Google Ads PPC Marketing Agencies in the USA because they’re all about your results.
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Dive in:
[05:31] Success in Google Ads relies on strategic structure.
[07:38] Optimized product feed crucial for ad success.
[12:23] Focus on high-buying intent for successful campaigns.
[15:09] Test, separate, scale: optimize profitable product campaigns.
[17:22] Focus on training algorithm for right audience.
[19:50] Classify products by different life cycle stages.
[23:02] Customize strategies based on performance and needs.
[27:03] Listen to Shri’s Top Tips!
Account Structure is Key for Success
Shri points out that the success of Google Ads campaigns is about setting a solid account structure. A well-structured account is like a well-organized store. It helps Google understand what you’re selling and who you want to reach. By allocating your budget effectively, you can maximize your return on investment. The 80/20 rule is a great starting point. Focus most of your budget on high-intent customers and reserve a smaller part for retargeting and brand awareness.
Implementing the TPS Framework for Growth
The TPS approach is a systematic framework for optimizing your Google Ads campaigns. It involves three stages: Testing, Profitability, and Scaling. First, you test different products and campaign settings to identify what works best. Then, you focus on scaling the most profitable campaigns. Follow this approach to continuously improve your performance and achieve better results.
The Importance of Optimising Product Feeds
In Google Ads, the product feed serves as the ad’s “creative”. It directly impacts ad performance. Many brands overlook this and use the same imagery and descriptions as they do on their website or social media. By prioritizing unique, optimised feeds, businesses can differentiate themselves in Google Shopping ads. Shri suggests using creative that stands out from competitors. Experimenting with different images or more descriptive product titles to attract clicks.
Use Conversion Tracking and Data Integration
Accurate conversion tracking is essential for Google Ads success. It helps the algorithm refine audience targeting. Shri recommends integrating Google Analytics and importing conversion events beyond sales. Examples are add-to-cart and initiate checkout data. This data will give Google Ads deeper insights into user intent and behavior. It will also help you identify what’s working and what’s not, so you can make informed decisions to improve your campaigns.
Strategy for Q4 and Peak Sales Periods
To optimise for high-traffic periods like Q4, Shri recommends shifting focus from testing to scaling. Instead of the usual 80/20 rule, he suggests a 40/60 split: 40% for testing new products and 60% for scaling proven winners. This strategy helps capitalize on peak demand by prioritizing proven and well-performing products. By investing more in what works, brands can maximize profits during these crucial sales periods.
eCommerce Book Top Tip
eCommerce Traffic Top Tip
- YouTube ads
Tool Top Tip
- Asana project management tool
Carbon Top Tip
- Reduce carbon footprint by unplugging unused devices and using simple cardboard packaging for shipping.
Interview links
- Episode sponsored by Yoru Marketing. Apply for your Free Google Ads Audit now
- Shri on YouTube
Related Episodes
- How to grow a new store fast with Google Ads and SEO with Joe & Mike Brusca (episode 244)
- Sales, Stock and Profit: Strategies for Promotions and Clearances with Alison Metcalfe, Merchandising Masterclass (episode 465)
- Growth Masterclass with ex-Who Gives a Crap Head of Growth Jenna Tanenbaum (episode 509)
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