Webinar replay where I go over the 5 most common mistakes I see made in Google Ads by eCommerce Businesses. Get the most out of your Google Ads and Google Shopping campaigns by watching this video and implementing the suggestions ASAP!

1. 5 Biggest Google Ads
Mistakes made by
eCommerce
Businesses
(and how to fix them)

2. Here’s what we’ll cover:
1. Conversion Tracking
2. Devices
3. Campaign Structure
4. Bidding
5. Feed Quality
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3. 1. Conversion Tracking
•Not tracking conversions
•Not tracking revenue
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Not tracking conversions
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Not tracking revenue
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15. 2. Devices
•Not adjusting bids for mobile/tablet
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19. 3. Campaign Structure
All products in the same product group
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Ad group
Product
group
Set Bids
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Ad group
Product
group 1
Product
group 2
Product
group 3
Set Bids
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Ad group
Under £50
£50-£250
Over £250
£1
£2
£3
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Options for structuring the campaign
•Price ranges
•Profit margins
•Product types
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24. 4. Bidding
Not updating bids based on performance
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Not updating bids based on performance
Good performers – increase bids
Bad performers – decrease bids
No conversions – decrease bids
No impressions – increase bids
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Not updating bids based on performance
Filter based on:
ROAS - target ROI (high and low), or
CPA - target cost per conversion (high and low)
No conversions - look for high spend
No impressions - why aren’t you showing up?
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Not updating bids based on performance
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Creating filters
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Creating filters
Filter Name Field in Google Ads
CPA (Cost per Conversion) Cost / conv.
ROAS (Return on ad spend) Conv. value / cost
Conversions Conversions
Impressions Impr.
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Creating filters
ROAS - shown in Google Ads as a number eg 500% ROAS will be 5 (ie 5:1
return)
1. Set a filter for 80% of your target CPA or ROAS (lower limit)
2. Set a filter for 120% of your target CPA or ROAS (upper limit)
3. Set a filter for conversions < 1
4. Set a filter for impressions = 0
Reduce bids for keywords/product groups below your lower limit
Raise bids for keywords/product groups above your upper limit
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31. Badly Optimised Product Feed
1. No keywords in titles/descriptions
2. Poor quality images
3. High numbers of errors in Google
Merchant Center
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Google Merchant Center
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34. Summary
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1. Devices - Not adjusting bids by device
2. Conversion Tracking - Not installed
- Not tracking revenue
3. Bad shopping campaign
structure
- All products in the same ad group
- Same bid for all products
4. Bidding - Not adjusting bids based on performance
5. Badly optimised product feed - No keywords in titles/descriptions
- Poor quality images
- High number of errors in Google Merchant Center
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35. What Next?
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Book a Deep Dive Session
deep-dive.youcanbook.me
Or call
0808 178 1588
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