Google Ads For E-Commerce: Tres Colori From 0 To 3X Return On Ad Spend (ROAS)

Increase In ROAS

0 x

Est. Revenue Per Month

$+ 0

Est. Revenue Per Year

[Update 1/10/2021: TresColori’s over $190,000 per month in revenue and broke through $1 million in annual revenue from Google Ads alone!]

Case Overview:

Tres Colori is a Shopify store that had never used Google Ads before.

Tres Colori came to us with a blank Google Ads account.

YoYoFuMedia aim to increase their return on ad spend from 0 to 3x using Google Ads.

TresColori Brought Us On To Boost Their Conversion Rate

Here's what we did

1. Understand Google and Google's goals

First, you need to get into the mind of how Google operates.

Google wants to display relevant results for people doing searches. Irrelevant results = people disliking google and using another search engine. To give Google relevant results, it means that your Shopify product page for your ad has to match your ad copy and the search term. The more relevant the results that people get, the happier they are. The happier the searchers are, it means they continue using Google to get answers and find products which means more revenue for Google.

2. Understand Your Shopify Store

Now that we understand what Google wants, we have to understand your Shopify store’s value proposition.

Aka what are you selling in three words or less?

In this case; “personalized jewelry”

What makes you stand out from similar stores?

In our case, “free shipping on all orders”, “established 1992”, “picture reviews from real customers”

3. Understand Google Ads for e-Commerce

There are three main types of Google Ad campaigns: Google Search Ads, Google Display Ads, and Google Shopping Ads.

On Google Search Ads, there is no avoiding your direct competitors.

It’s not like on other platforms like Meta Ads where you are competing for the user’s attention but not with your direct competitors. On Google, they will be bidding on the same high intent keywords as you. They will show up below and above you.

It then becomes a competition of who understands the data better and who can come up with the better ad strategy.

We monitored the data coming in every day and made changes based on our experience. We did a ton of testing with different ad copies, different placements, and different campaign types to figure out what strategies worked best for the product and what didn’t.

We start out with the long hanging fruit of Search Branded Campaigns. And then moved onto Shopping campaigns before going back again to re-optimizing the Search campaigns. First we got 1.18 Return on Ad spend by month 2.

We combined incoming data with research on search volume for each product to figure out how best to name and categorize the products. As we continued to optimize the variant names, product descriptions, product type, etc on Google Shopping for each product, the ROAS ratio continues its upward trend.

The same goes for the Search ToF (Top of Funnel) campaigns.

Based on the results of the first month, we continue dto adjust and update the campaign to target and bid based on which keywords were returning the highest return on ad spend.

And for Google Search campaigns we aimed for keywords that were specific (ex: rose gold monogram necklace) with good search volume. At the same time, we avoided being too specific (ex: cubic zirconia monogram necklace), which means little to no search volumes (aka nobody is searching for it).

We had to balance scaling and at the same time not going too broad (ex: targeting the keyword “necklace”), which would be too broad and include too many irrelevant searches that were outside of TresColori’s niche.

In the example of “necklace”, the searcher could be looking for any kind of necklace from a diamond necklace to a kid’s necklace.

Next, we focused on Display Ads for our Shopify clients.

Google Display Ads: we target specific audiences to show image ads that we have designed, works best for people who had previously visited our store.

4. Take Advantage of Google Shopping

Google Shopping Ads: the secret weapon to even the field against the likes of Amazon and Etsy. Users are high intent shoppers, meaning they are ready to buy and don’t need much convincing
Shopping ads shows images of products, prices, descriptions etc. And it allows shoppers to easily compare options.

Why is Google Shopping Ads better than Google Search Ads for Shopify stores?
1. High intent (paying for less “window shoppers”)
2. Products images are displayed right on the ad.

5. Working Google Shopping Ads

Product titles: make sure your product titles in Google Merchant Center match what users are searching for. Don’t try to be too creative here with unconventional naming and your own special names. Instead search what people most commonly use as the keyword for the product, what the volume of the searchers are and pick it. Ie: “Double Plated Name Necklace” instead of “Brandon’s Special Two Layered Design Necklace”. Name the product what people are searching for.

Example: if you are selling footware, you need to name your product category “men’s shoes” not “men’s footware” because people don’t search “footware” they search with the term “shoes”.

Google Product Categories, Product Type, and Product Descriptions have to be representative of the product: “Apparel & Accessories > Jewelry > Necklaces”, “Customized Jewelry > Necklaces > Name Necklaces > Double Plated Name Necklace”.

Negative keywords: we don’t want to show up for irrelevant terms. We spend hours digging through search terms and adding negative keywords every week to our client accounts so they don’t show up for irrelevant terms and waste valuable clicks.

Terms we often see in our audits that have low purchase intent: “info”, “how to”, “diy”. Then there are words specific to this Shopify store “diamond”, “bamboo”, etc. We have default list that contains over 400 words just to start with and every month, we add a few hundred more words.

Remarketing and audience targeting: take advantage of Google Ads’ audience features. It allows you to remarket to people who have interacted with your Shopify store before, you can even remarket specifically who had added a product to cart or to purchasers. Target people with similar interests as people who had already visited your website.

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Don’t have the time to manage your Google Ad campaigns? We’re here to help!

Yes, the Ads worked!

Here's the result

So to scale we, manually monitored results and constantly added in new negative while we expanded our targeting. This is to weed out the searches that were of the lowest intent. This allowed us to bid low, cast a wide net, and at the same time get buying customers. We were able to target and get keywords that other people weren’t bidding for. And because of our custom ads we were able to maintain a high quality score (8-10) which means cheaper clicks while broadening the targeting. We reached 3x ROAS by the end of month 3.

And many months later, it’s still going strong:

Consistency in return on ad spend is what happens when you take the time to set up the funnel and ads correctly in the first few months. Where a lot of marketing agencies fail is is they rush in to get results right away instead of taking the time to test out different ads and different placements. Take your time, do all your due diligence. Research your competitors, research your own product, and research your audience. Slowly scale, monitor the data coming in. Being patient is the number 1 tip I give to all marketers. In this day and age of instant gratification, everybody wants it now and wants results on day 1. Don’t be that guy.

Do you want us to replicate the same success in your business? Book a FREE CONSULTATION and see how we can help you!

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YoYoFuMedia is an SEO and digital advertising agency. Our specialty is providing top-notch service in Search Engine Optimization (SEO), Conversion Rate Optimization (CRO), and paid online advertisement. Want to increase your social media presence? YoYoFuMedia is your digital marketing agency.

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