This is the first power switch.
Campaign priority levels. Essentially as you’re setting up different campaigns,
you can tell Google what to look at first. Oh come on man. Alright, listen. If
you guys haven’t been part of any presentation I’ve done, I’m very interactive.
I’m gonna need everybody to stand up. Everybody stand up. Get off your hineys.
Let’s go, let’s get a little workout in real quick. Next thing, here’s what I need you to do okay.
Everybody gonna put your hands up like this. Now I know some of you guys some rough neighbourhoods.
This isn’t a stick-up. I’m not gonna take your bread or nothing.
But I’m gonna need you guys to repeat after me okay? I feel good! Oh come on man. Let’s get some energy going.
I know this is the first presentation. I feel good. I feel great! I feel great! And I’m alive. And I’m alive!
Alright you guys can have your seats. Okay so just like Chad mentioned, I’m
here to talk to you guys about how to optimise your Google shopping campaigns,
specifically to get a increase on your ROAS and minimise your costs okay.
Once I was able to really tap it to the power of Google right. I’ve been able to
scale to over a $100k per month just running traffic, specifically on the
Shopping Network. Like Chad has mentioned, I’ve never ran a Facebook ad in my life
doing ecommerce. Never okay. And just on the results of the Shopping Networks,
I see consistent sales like this every single day, $600/ $2,100/ $300 / $2,000 like it’s
crazy. All coming from the Shopping Network. I got a question real quick.
What’s the average ROAS you guys see over in Facebook land? What’s the,
somebody tell me a number like, what are you guys seeing on average 5x, 3x?
Anybody seeing, 2X? Okay. Between 5x and 11x. What’s the average
conversion rate that you guys are seeing with your ecommerce stores over in Facebook? 5%.
We got 5%. What else? 2% Okay, I see a 2%. Cool. What if I told you guys you could see up to a
51x return on ad spend on the Shopping Network? You maybe interested in the rest of that presentation? Or what if I told you guys you can see up to
700% conversion rate on the Google Shopping Network? Anybody interested in hearing the rest of that?
Okay we got a couple of people. Here’s the scoop. I did a quick little case
study just before we had this event on reoptimising with some products and doing
a new campaign specifically on the Shopping Network for AWA okay. Here’s
the results. These campaigns landed an optimisation score of about 81%.
Look at these conversion rates on desktop. 18% conversion rate. This campaign just
ran for like two and a half weeks. Check that out. 5% conversion rate on the
campaign as a whole, 51x return on ad spend Spent $69 and it brought in $3,600 in sales.
This was the average order value of those orders coming in. $575 per transaction. I spent $5 to acquire a customer that brought
me in $500, all running traffic on the Shopping Network. Here’s the total spend for those campaigns that ran.
Spent a total $81 and it brought in 50 conversion, specifically just off the Shopping Network.
Overall CTR was 1% and this was all just on the Shopping Network guys. All just on the Shopping
Network. So a little about me. That’s my squad, my four boys. If you guys
didn’t know that okay. But specifically when I launched Google ads, this is back
2015 when I started learning about this right, I was personally on the verge of
bankruptcy. I went through a 2 year state of depression just because I had
gotten fired from corporate America, and it just kind of messed me up from a mental
perspective. When I first started launching my campaigns on Google, I had
lost all three of my vehicles. As soon as I decided to start running ads, learning
how to do ecommerce, everything just screwed up on me right. Here’s the
scoop. As a result of running ads on Google right, I was able to drive a
highly-targeted traffic to my stores just with a $5 per day budget.
So if anyone’s thinking, like man where should I really invest my
time and resources into from a money perspective? I’m telling you the Shopping
Network is like taking candy from a baby. You could do it with $5 a day.
And as a result I was able to get myself a vehicle right, which is a Kia
Soul at the time, which I still drive today. Not the Lambos, no the Ferraris.
Just a good old Kia. And I was able to scale my first ecom store to
over $1 million with again, just running campaigns on the Shopping
Network, solely not running any traffic on Facebook.
Here’s what’s on our agenda for today. I’m gonna show you guys how to
see up to 51X return on ad spend. I’m gonna show you guys how to turn on
what I like to refer to as the power switches within the Google Shopping
Network so you get qualified traffic really quickly. And lastly, I’m gonna show
you guys how to get laser targeted traffic from the Google Shopping Network.
Here’s the scoop. Everything that I’m gonna talk about is really
gonna boil down to two points. Two major keys for success. How many
keys for success? Let me hit that again. How many keys for success? Two keys. So let’s just let’s follow me. Key number one becaue
there’s a lot of content I’m going to cover. Key number one is sending in good
and complete data to the Shopping Network.
What kind of data? Good and complete okay. Major key number two. Data management
inside your campaigns within the Shopping Network. All we got to do is we
got to make sure we send in good and complete data to the Shopping Network
and we’re going to make sure that we manage the data specifically in the
campaigns that we run on the Shopping Network. Those are two main things you
got to do. So really quick, if you don’t know how to actually get set up to run
ads on the Shopping Network, you got to do these three things. Number one, you got
to create a feed of your products and information specifically on your site
and push that into it what’s called Merchant Center. Once you got
everything set up in Merchant Center, you just connect that to your store then you
connect that to your Google Ads account. I don’t have like a full time to
show you guys how to do that step-by-step but I’m actually gonna walk
you inside a lot of these different resources so you guys know how
to actually set it up for success when you guys get it started okay. This is
inside the first app that I recommended. Now if you guys aren’t using Shopify
with the ** process, essentially you have to do, you have to create it
manually or try to find another third-party resource to do it for you. But if you guys use this app ***, it’s gonna do a lot of
things for you, specifically I’m gonna cover a little bit later. But this is
what it looks like when you go to set it up. This is inside one of my Merchant
Center accounts that has over 10,000 products that all automatically just run
on Shopping Network every single day and I’m gonna get into more stuff
about the shop or inside Merchant Center here shortly. I just want to
share that with you and this is just Google ads. You just set up an account and
then you just sync all three together okay. How do we make sure that we send
in good data all right. What does that mean
right? It means, number one your product data. So that’s obviously how
the Shopping Network works, takes your products, you run ads for them, and that’s
how you show up on the Shopping Network right. Number two, which is most
important is the quality of the feed of the data that you’re actually sending in.
And I’ma break all this stuff down for you guys. Number three is obviously
everything showing up and displaying correctly inside a Merchant Center
Lastly is making sure that you refresh your data feed.
Let’s hop in number one. What type of data do we gotta send in for our
products, and this is pretty simple. Most of you guys obviously, when you’re
running ads for products, you got all this stuff taken cared of. Product title,
product description, product category, vendor, and product tags right. So
specifically inside of Shopify, these are where those areas are. Here’s the
scoop. One of the things I’ve been noticing recently with the quality of
people’s success on the Shopping Network is they’re not completely filling in
every single thing that’s on here. You guys are skipping some stuff,
most likely it’s usually like the last one which is the product X. Google likes
to look at that because it helps them further classify what your products are
and who they’re for right. So specifically on the Shopping Network,
this is a store or a product rather that’s an electric fireplace by a brand
called Amantii right. You can see as you start to fill everything out at the
top is the product name, then you get into like variations of that product or
different product options. Make sure that you fill all that stuff in on your
actual product pages. Did you get the product details, which is essentially is
a product description. But again, one of the key elements that a lot of
people miss on, you see where it says wall-mounted, electric, and indoor?
Most people leave that out on a product tag so Google doesn’t have that
information right. So you don’t look like the most relevant person when you’re
actually running your ads thus you don’t actually get that ad space right. So make
sure you guys fill all that stuff out. Also Google takes that dated information
inside your Merchant Center account and this is how they classify your product
specifically on the Shopping Network too as well. It’s mainly here. As you see on
the left hand column people can look at the different options for your products
right. And then also I wanted to point out too, in terms of type, usually the types
come from your actual product tags. That’s how they determine
what types of things that your products are most relevant to as you’re pushing
that data in. This is one of the key components to making sure that
you get longtail keyword traffic specifically on the Shopping Network.
This is something that, this is the first time I’ve ever mentioned this on a
stage in this type of format. But it’s making sure that you actually put in the
product SKUs and using the product UPC specifically from the brands that you
guys are working with. Because what happens is, again Google’s going to
take that information, they’re gonna plug that in specifically on the Shopping
Network. So guess what. If you’re the only one sitting in that data and information,
someone puts in a longtail keyword specifically for the product SKU or the
UPC of the product because they know exactly what they want. You’re gonna be the most
relevant person to show up and most likely pretty cheap right. Essentially
all you guys got to do fill that stuff in and then send it in with the feed it
is that you’re actually using. Here’s an example of two different
listings right. So the first listing you can see pretty much this is kind of like
top of funnel middle to funnel type of keyword right. So what happens is
someone went to Google and they said, hey I want an Amantii electric fireplace, and
they gave the SKU number, which happens to be BI 50 extra slim right.
The first person shows up there and Google automatically groups them in with
a couple other people saying, hey this listing right here is relevant to
what you’re looking for and here’s all the people that you can get it at right.
But listing number two, which is everything fireplaces, guess what they
happen to do? They happen to put it in the brand, they happen to put in a SKU
number of the product, they have the SKU number in the description, so guess who
shows up all by themselves specifically on the Shopping Network for the most
relevant query that I just put in? Everything fireplaces. All bottom
lonesomes, just taking up that space all by themselves right. So these are the
results of what happens when you start to do that stuff. Again from the same
campaigns that I just shared with you guys in the beginning, 28% conversion
rate, 500% conversion rate, 700% conversion rate, specifically on the
Shopping Network. And the main difference between me running ads and you guys
running ads is I’m just sending in better qualified data for the queries
and stuff that people looking for on the Shopping Network. So your data
feed. I’ll talk to you guys about some process. Just take a
screenshot of this. This is exactly all the different settings and stuff that
you guys want to have as you guys are setting this up. I
just made the super simple for you guys, so thank Affiliate World
for doing that because I’d never give this information out. Also, take a
screenshot of this. These are gonna be the settings that you’re gonna actually
sync inside the actual application to as well, to send everything inside of Google.
The great thing about this is you do it once, you do it right, you don’t got to do
it again. You set it up and it’s gonna automate the process for you when you
add products. This is Merchant Center, we talked about that a little bit.
What you gonna do, once you fill out all the data inside of Merchant Center.
Here’s the thing, if you guys are trying to cut corners, not be transparent with
your customers when they’re ordered from your website, Google is going to shut you
down pretty quickly. With that being said, inside the Merchant Center,
make sure there’s nothing going on that’s Fugazi*. Real business phone number, real business address, all that stuff, because
trust me, they are going to check if stuff doesn’t match up you’re gonna get
suspended all right. But after that’s done, make sure you go
in and enable the shopping ads. All you have to do is click on manage programs,
boom, enable that. Here’s a scoop. There’s this new thing that just came
out called Surfaces. This is also something that you guys want to turn on.
A lot of accounts are not turning this on, dusting and they’re not taking
advantage of other areas that Google is going to actually start displaying you
across their network all right, which is really awesome about this tool as well
is actually free. As Google starts to get the data and stuff from your
shopping campaigns, they’re gonna start pushing you out to other areas on their
networks for free once you have Surfaces enabled. Lastly is making sure that you
refresh your data feeds. This is something that I was actually gonna
leave off but obviously it’s pretty important because here’s the scoop. The
reason why you want to make sure that you do this is that your products will
expire inside a Merchant Center if they don’t see that you’re actually getting
any type of traffic for it every 30 days. They crawl your website, see the
relevancy of your products, and what’s kind of going on within your campaigns.
The other thing that’s going to happen is Google’s going to remove your
products from the Shopping Network if they don’t see any activity going on
with those products. Next, we’re going to run into some account issues, and then the
other thing that you have to do is manually do this every 30 days okay. But
or actually rather, here’s what it kind of looks like inside of a campaign
that’s not refreshing his feed. I had someone sent it to me the other night. I
help them resolve it and in boom he’s rocking and rolling. But your products
start to expire, you start to end up with account issues because Google’s just
trying to figure out the activity on your site, so you got to
make sure that you refresh your feed. How do you fix that right? Number one, if
you’re using an app called Simprosys that I shared with you guys about, it’s
gonna take care of this for you right. It’s gonna update your products inside a
Merchant Center daily. It’s gonna pull all the correct data from your feed push
that inside a Merchant Center to make sure that you have the best visibility
within Google’s Display Network. Lastly, Merchant Center
pushes that data specifically to the Shopping Network from everything that it
gathers from your products. Again, easy fix. It’s just using this Simprosys app.
If you look at the little arrows that’s down here, I just took a
screenshot of my account just before they started the other day, and
you can see it refreshes specifically on there but it does it every single day
for 4,500 products right. How are we gonna actually manage the data once
we send the data in right? We gave Google all the really good stuff about our
products. How is it we’re gonna manage it? Number one, we’re gonna use the power
switches within the campaigns. Number two, we’re going to make sure that we segment
everything down to the product level so you guys have full control over all the
products that you have that you’re running ask for. Next, is we got to manage
the actual search terms that we start getting triggered for. And lastly, is
managing the negative keywords. Specifically, what the heck are power
switches. These are controls within the Google Shopping Network that
allows you to tell Google to send you different type of traffic based off your
campaign objectives. It also is going to allow you to increase
your exposure on the entire Shopping Network and no additional cost.
Lastly, it’s gonna help give you a competitive edge when you’re actually
scaling your ads on the Shopping Network What does that look like?
This is the first power switch, campaign priority levels. Essentially,
as you’re setting up different campaigns you can tell Google what to look at
first. High priority says, hey Google look at this campaign for us
first. Medium priority says, hey if there’s another high priority look at
this campaign objective second. Lastly, is low priority, that’s the thing that
they’re gonna look at last and all the different campaigns that you have set up. Within campaign priority levels.
Number one, I recommend highly recommend using this when you’re actually doing
manual bidding okay. Next is the segmentation within your campaigns when
scaling with lots of products and stuff. The reason why you want to tell Google
what campaigns to look at first is we can actually set up different types of
audiences within the Shopping Network totell them to look at different campaigns.
An example is, let’s just say you want a bunch of generic campaigns to end up in one
campaign type, because we know that generic traffic doesn’t convert as much
as longtail keywords right. What we can do is we can actually set up one
campaign and tell Google like, hey put a high priority on all the people that set
the top of funnel, I still want those people coming to my
website but I just don’t want to spend how much money for them
right. Next, we can set our campaign that we’re going to spend more
money on as a low priority campaign, which is gonna be like a second campaign
if you’re setting up a funnel and we can say, hey Google, all the longtail keywords
that come, send them to this campaign because I’ll pay you more money, but you know
only send them to me if I’m actually looking for that quality of traffic.
The next thing you got to do is make sure that you actually turn on
the targeted networks or targeting networks specifically in the shopping
campaigns. Wen you’re actually setting a campaign up, Google is
going to ask you like, hey do you want your products to show up on the search
network? Do you want your products show up on YouTube? The search network mostly is
checked by default but YouTube. If you guys don’t have that check, you want
to go inside your campaigns right now, check that so you can start actually
running traffic on YouTube too as well With that being said, this
works for any type of campaign type. Any campaign types that you guys have, you
want to make sure that you turn this on and make sure that you enable it pretty
much with all the channels that are that Google’s going to allow you to right. Then
lastly, we already talked about Google services but when you make sure that you
have the search network turned on and YouTube turned on, Google’s going to look
at all that as they’re seeing all the queries that’s happening on other
channels and different device types now with surfaces, and it’s gonna start to
display your traffic on the Google Display Network. Again for the same rates
that you’re already paying on the Shopping Network. So
specifically, the first power switch that I’ve talked about whit the networks,
this is what it looks like, so pretty much websites that have
this search phrase or search box specifically on their websites, that’s
where you’re gonna start to show up specifically with that right. YouTube, if
you guys haven’t noticed again, when you have that box checked
I want YouTube right underneath the videos, Google is actually gonna start
taking a look at the terms and they’re gonna start displaying you on YouTube as
they see that your campaigns are doing well specifically on the Shopping
Network. Then the last power switch is enhanced
CPC. That’s where it looks like inside the campaigns if you’re
already running campaigns. You just click on settings and then you’ll see it in
the bidding section okay. With enhanced CPC, the only time that you want
to turn this on is when you’re actually starting to hit a ceiling for your
traffic. I’ve talked to quite a few people that’s here and I hate ***
I’m kind of matching out in terms of traffic. I’m not able to
scale things up a little bit more. This is a perfect time to actually turn on
this third power switch. The next thing is point number two. I only
recommend ever turning this on once you have at least 30 conversions for either
your product and/or that campaign type Because if you don’t
essentially, I don’t have like an odd time to go into enhanced CPC, but
inevitably Google, you give your control over to Google to increase how much you
willing to pay per click, and when they have more data specifically on the
products it is that you’re selling, they’re only going to increase that by
on average about a 20-30% variance, but when you don’t have
a lot of data inside your campaigns, essentially Google just gonna kind of
shotgun around to try to figure out how much did you charge.
Out of all that, point number two is the most important thing to write down
okay. Lastly, is when you have obviously, like I talked about the data and stuff
inside your campaign like I just mentioned, is Google’s not gonna charge
as much when you do that. Essentially all you do is just click that little
checkbox, boom, then now Google’s going to enhance your CPC to allow you to kind of
leapfrog in front of your competition as you’re actually running your ads for
your campaigns. How do you segment to actually get the control over
the products that you’re actually running your campaigns for?
Inevitably, what we’re going to do is we want to do this in order to actually
manage all the products so we can see what’s working and what’s not.
And the other thing that you’re able to do is segment the brand’s and/or the
products into different ad groups so you have more control over like the
scalability. Lastly, is that you can completely exclude brands and
products that are obviously not performing well, but you can’t do that
unless you go in and segment everything. This is how you do
it. You just click on the campaign and go into the ad group and then everything is
all gonna be grouped together. You just click that little checkbox that
says add subdivision. Next, once you do that, essentially it’ll bring
you inevitably to here. To get specifically to the product level,
you’re gonna click on item ID, specifically going to pull
all the SKU numbers from all the products that you have specifically on
your site and it’s going to grab all those once you hit the little checkbox
that you see that’s checked up there, on a top left hand corner, and then you just
click save without editing b*tch. What it’s going to do next is it’s gonna
literally segment everything all the way out so you can see the performance of
everything across all the campaigns specifically for that ad group, so you
can see how everything’s performing Next, in terms of managing the
search terms. As you start to run traffic on the Shopping Network ,is
really awesome as Google just starts to trigger you for all the relevant queries
for the products it is that you’re actually selling your site right? This
is where you actually start to find out what the actual queries are that are
happening okay. This data comes in to your feed specifically or Google
triggers you rather for the data for which you get show for on with the
search terms, specifically from what you send into Merchant Center. That’s why the
first part was that important right. Lastly specifically, once we’re actually
looking at the search terms, all we just see is like, hey Google, what are you
tricking me for? What queries am I showing up for specifically on the
Shopping Network? And we’re gonna manage that specifically with the next
step. Specifically, this is what you’re
gonna end up looking at once you go into the search term section of your
campaigns. What you’re going to end up doing,
we’ll see on another screen, but you’re gonna click on keywords and even
going to click on search terms right. Then Google’s gonna just start
showing you all the terms that they’re tricking you for. And as you can see when
it’s done right, 500% conversion rate, 400%, 300%, 300%, 200%, crazy right? I’m gonna
show you guys how to get there. This is the last step to this whole equation
right. It’s like managing a negative keyword specifically with the search
terms. As you start to see these different terms, this is where it
gets really interesting. You got to take the terms that are not relevant
specifically to what you’re actually getting triggered for, because it’s gonna
be some like not as relevant stuff that’s gonna get triggered right, and
every single time that you send that search term into the negative keywords
of your campaigns, it reoptimises the algorithm and essentially tells Google,
hey don’t show me for this but show me for the other things that I’m
continuing to get to getting traffic for. And every keyword that you turn
into a negative keyword like I just mentioned, it reoptimises everything
specifically for your campaign. It allows Google to specifically focus
on what’s working. How you get there is again you click on keywords
specifically in that campaign, you click on negative keywords. Let’s
just say hypothetically, you have an electronics consumer store right.
Specifically for this I have negative keywords like LG and Panasonic
because guess what, even I have an electronics consumer
store, I don’t run traffic for products for LG and Panasonic. If I did, I would get
triggered for those keywords now but I have to pay for that. So immediately I
tell Google as soon as the campaigns fire up, hey they don’t show me for any
of this stuff because I’m not relevant, so that it keeps them focused on the
things that’s actually gonna make me money right. Here’s the thing about
the keywords when you’re converting them into negative keywords. There’s different
types that you can set up for the keywords. There’s broad match, there’s
broad match with modifier. Here’s the scoop. I use two types. I don’t
get fancy with it as you guys kind of stick around me more and more, like
obviously it seems a lot of this might be a little complicated but please
just keep it simple. I use two two types, exact match and
phrase match. What the heck does that mean?
Again I’m not gonna go over all this up here, take a screenshot, but
essentially when you start to see the search terms right, and again we’re only
gonna use two types. You have to think to yourself, am I’m gonna make this an
exact match or phrase match? Exact match means, you tell Google don’t show
me for this exact phrase because it’s not converting and you’re seeing traffic
for it right. Here’s a scoop. If you have again, for example an electric
fireplace website, and you notice that you start getting triggered for the
actual phrase, best electric fireplaces for 2019. Does that mean you’ll
never sell an electric fireplace because that phrase isn’t converting? No, it doesn’t
It just means that phrase is not converting, it does not mean all the
products on your website will not convert okay.
What we do is we just put brackets around that phrase when we submit it as
a negative keyword and we say, hey Google don’t show me *** this phrase, well show
me for everything else that I’m getting traffic for all right. Then the other
option is phrase match okay. Same concept. You’re looking inside your
search terms, you’re seeing all the traffic and stuff that you’re
actually getting, and you’re like, oh you know what, that brand that I have,
Dimplex, they’re just doing terrible. I just don’t want any traffic for them.
Here’s the scoop. Whatever you put in quotations when you submit it as
a negative keyword, Google’s gonna take any phrase, keyword, or anything
that’s relevant to what’s in that quotations, and it’s never going to
display you for that specifically in that campaign. You can immediately get
out of seeing traffic for any different specific type of keywords, phrases, or
things that you notice isn’t relevant to your actual store. Here’s an
example. This is inside a campaign with a store that’s running traffic for
generators. The first phrase match, thousand Coleman generator.
We put that as a phrase match because Coleman generators are actually selling pretty
well. But whenever when someone puts in the thousand without the ***, I
don’t know. Maybe there’s a little disconnect with those people, is kind of
weird. They wouldn’t buy anything. So we say, hey just don’t show us for anyone
that puts in those three specific keywords when they actually search on
the search network. And then the second example, that’s an exact
match. It says thousand watt brushes generated right. Does that mean that our
brushes generators aren’t converting? It just means for the traffic when
people put in that phrase, they just would not buy anything. We’ve seen a lot
of clicks for it, they didn’t convert. I still want to run traffic for everything
else just working. I just say, hey Google, don’t show me for that phrase,
keep running traffic for everything else. Here’s the results of
obviously kind of managing that entire process like we talked about in the
beginning. Again, 28% conversion rate, 500%,
700% right. These are on brand new campaigns that just
launched and guess what, we just got to the busiest part of the year, Black
Friday, Cyber Monday. Everybody else CPA is going up, my CPA is going down.
That’s how I want you guys to be doing as you start the launch on
campaigns on the Shopping Network. Here’s the scoop. Here’s the reason why I
prefer running Google ads versus Facebook ads specifically on the
Shopping Network right. Number one, the only time, so here’s the scoop. Let me actually backtrack really quick. With the Shopping Network, even if you guys
don’t do all the fancy stuff that we just talked about a little while ago,
it’s kind of hard to mess this up. I like stuff like that. I like making money
even if I don’t know what I’m doing. So with that being said, Google’s only going to trigger
your products when people are actually looking for something in the scope of what you’re selling.
You don’t have to guess about it, you don’t have to try to figure it out
on your own. When you send all that data in, Google matches that data up to all
the queries that happen in the Shopping Network and they figure out if your
products are relevant to that, and that’s the only time you actually get triggered
in the Shopping Network. You only get traffic to your website more than likely for people that are at the
middle of the funnel or bottom of the funnel in terms of where they’re at on their customer journey. I like that.
I like people coming to my website that know that they actually want to buy something.
And then the other part I like to ask myself is have you ever imagined someone going to click on the shopping section that doesn’t want to shop?
Does anyone ever go to the mall as an adult, maybe, when you’re like 18 years old you might not go,
you might go to hang out with your like boys or hang out with your girls or something like that
right, but if you go to the mall as an adult, we go there with intent. That is the Shopping Network.
People go on the Shopping Network when they have intent for what it is they want to get.
Then also the other part of like is that there’s no ad creatives. Once you’ve sent all the data in, Google is really
good at what they do, and they optimise your listings and all the creatives and everything for you. Facebook,
it’s a lot of work to do. You got to figure out, you’re gonna run a slide show, where you’re gonna
run a video ad, you’re gonna run a photo ad, I’m like, man that’s too much work.
I just want to send it in and just get people come to my site that
just wanna buy stuff. Lastly, you get full control over
managing your site with the traffic that you have come in. As you’re managing the
keywords and the search terms and you send that in to Google, you have the ultimate
control of the quality of traffic that’s coming into your site. I got a little surprise for you guys. Anybody want a surprise? Oh man come on. I put y’all to sleep?
Y’all want to surprise or not? That’s what I’m talking about. Show me some love.
Here’s the scoop. You guys have been really awesome. You guys have been
laughing at my jokes and or laughing at me, either or is good right, but you guys
have been phenomenal. Here’s what I’m gonna do. I’m gonna give you guys a list
of negative keywords that I’ve been able to compile over the last few years to
help you guys drive super qualified traffic to your website right. A lot of
these terms and phrases are generally people that are at the top of the funnel
that are putting in queries that aren’t super relevant to any type of ecommerce store.
This is something I used to only give out when I worked with people
from a one-on-one perspective but it’s something I’m giving out to you
guys right now okay. You only got to do three things to receive this. Yeah, get that out, this is what you should be applauding for! So all you got to do is like my fan page, Earnest Epps
on Facebook. Even though I don’t run Facebook ads, Facebook likes to see that I’m a real person. Next is join my free Facebook group,
eCom Dropshipping for Entrepreneurs. Lastly, is just go to the link
EarnestEpps.com/AWAECOM2019. You guys will receive that list and what
you can do is you can take that list when you start running campaigns
specifically on the Shopping Network, plug that bad boy in and start to
reoptimise all other products that you’re running campaigns for and get
super qualified traffic to your site With that being said, we got a
few minutes to do Q&A, I think about 10 to 13 minutes or so. If anyone has any questions,
do we have a mic that we can pass around or? No, no, no. Let’s do it, me and you, buddy.
Chad’s just going to get up here an be real. Let’s get Slido up. Big round of applause
for Earnest Epps everybody. Let’s see what they got for you and remember plug
them in as we go because we’ve got 13 minutes for Q&A. If you can see there Earnest, which
campaign type is better, smart or standard? So that was a very specific question.
Here’s the scoop right, especially when I’m like working with people, it’s based upon the
different types of products that you’re running ads for okay. If we backtrack, the
question that I would ask for the person that asked that, are you selling generic
products? Or are you selling branded products? If you’re selling generic products, what’s really
awesome is I spoke at Ecommerce Mastery Live. I did a really awesome presentation there to show you
guys how to run what I call a Google Cannon Strategy specifically for people that sell generic products.
Go watch that presentation. It’s on the channel. It’s in the STM Forum if you guys want to check it out.
Boom STM Forum. Go to STM forum and watch that. Now, if you’re
selling branded products, which is my specialty, you want to go on to do manual bidding.
Don’t do these smart campaigns. Do manual bidding because it’s gonna really
allow you to maximise and have full control over the quality of traffic that
you’re actually sending, you guys can actually set up funnels specifically in
the Shopping Network to actually put people in two different campaign types like I
talked about earlier. One campaign that can catch all the people at the top of
the funnel and then another campaign where you can catch all the people at
the bottom of the funnel for longtail keywords. Nice. Okay, we got next the question. Do you use any
script to set up the campaigns or just manually do it? Setting up the campaigns, any script? No.
Like when I go to set up the campaign I just go inside Google Ads, click on the
little blue plus sign, campaign type, shopping, you know, manual, and boom,
set it up. But the great thing, and here’s the other part why we love Google Shopping ads.
I literally have campaigns that I’ve ran for like 2 to 3 years, never turned off. It just makes money every single year. That’s the beauty about the Google Shopping Network,
is that because of the quality of your traffic that you receive and you’re just managing a negative
search terms and converting those into negative keywords, Google’s whole
goal and intention, especially products when you’re running it on the
Shopping Network, is to only get you people to have a lot of relevancy to
what it is that you sell. Right now the Google Shopping Network is taken up I believe about
85% of the current advertising budget that Google’s actually receiving now in terms of paid traffic.
They realised that it’s really good to make sure that there’s a high relevancy to who shows up and
they’re gonna obviously leverage us to be able to do that to make sure that
they’re only getting getting us in front of really relevant people.
They’e about to get a flood of people signing up for sure. Let’s see. What is the lowest price, what is
the lowest priced product you would sell? If you guys didn’t know I think Chad might have
referenced it, but my specialty is a high ticket ecom. I find, source, and sell products that have like an
AOV of like $500 to a $1,000 and up. With that being said, here’s your scoop. Me and my team specifically,
we focus on, when we first launch a new store, bring on a new supplier, all the products that are
over $1,000. That’s where our budget, and our time, and resources get allocated to first, and
then we focus on the products that are $500 to $1,000. Then everything that’s over $200. Then everything less
than $200. So I say that, to say this, that I still run traffic for low ticket products.
Now I got a product that right now like we’re killing it on that’s $60 right. But again, I’d rather spend
most of our resources into products that have higher profit versus like stuff that has like lower profit.
How much then does like weight and size play into it because I saw earlier in the presentation there
were fireplaces. It’s this big. Weighed, I don’t know, 200 pounds or something. Normally people are going for
like, I don’t know maybe, sniper scopes, or something small. A little bit lighter. But
you’ve got massive fireplaces on there. Does that play a part? Here’s a scoopright, for me in
terms of market research and the type of products that I want to sell, I don’t care what the size of the
product is, because typically again, whether it’s like a heavy product or a light product, you’re
gonna see generally on average about a 20 to 30% profit margin, whether you’re selling
high ticket, heavy, light, whatever the case is. Specifically though for electric fireplaces was great
as those still ship small parcel, meaning that they still ship with UPS, FedEx, USPS.
You still get really, really great margins. The margins are typically a lot higher for those
because they can actually just go in the back of a box truck versus having it going like a big old trailer if
like you’re selling like you know sofas or something. Right. What else we got here? How do you find your
products? We talked about this last year. Honestly, I would go and watch the AWA video I
did in 2017 because here’s the scoop. Again, me personally, I’m a principal-driven marketer.
Okay, so what does that mean? That means that I apply principles that
are going to be foundational no matter what year it is. Like the stuff that I do doesn’t change, whether it’s
2017, 2018, 2019. For again, finding products that have a lot of a lot of search volume,
products that are in demand right now. That’s one of the things I cover in
that video. Again, that doesn’t matter whether it’s 2020, 2040, whatever the
case is. I say that to just say go watch that video because you’ll just get
way more value out of me trying to explain it right now. A lot of people
talk about going down to a home hardware or whatever else like a
big-box shop, and you’re walking down the aisle and just like looking for the most
random things. Do physically in person ever do anything to find products? Oh absolutely. Everywhere I go I’m always looking
for products. I’m looking at stuff you guys are wearing, what you guys are
using. I’m looking on my Facebook timeline to see what other people
products that they’re listing. Again, because most people in our audiences
that’s outside of our friends that are here, they’re just consumer-driven. I’m always actively looking
at every single place that I’m at wherever, wherever I go. Literally my top-performing stores and products that
I sell, came as a result of hanging out with friends and they’re just like, man I just bought a brand new
electric fireplace. Well let me check that out, like what do electric fireplaces look like? Oh wow. There’s a lot of people
looking for them. And here’s your scoop right, you guys are like over
complicating the whole process of just ecommerce, affiliate marketing, the
whole nine yards. Because here’s the thing right, I did the video in 2017. Chad mentioned
it has over 600,000 views, organic views right. So that means 600,000 people have
already heard me talking about electric fireplaces. Guess how many people are selling electric fireplaces
on the Google Shopping Network right now? Anybody got a guess? 600,000 people watch me talk about it. It’s a
phenomenal niche. How many people are selling electric fireplaces right now? Somebody give me a number. 10?
What else? Someone said 20. Who else? Any other numbers? 10, 20?
Hassan! What about you? What do you think? Five. Five? Okay. The 20 crew was actually correct. Out of 600,000 people that have watched
me talk about something, that is phenomenal. There’s only 20 people that are actually selling it.
Stop asking about market saturation, stop asking about, can I make money, stop being afraid of taking action.
I’ve met a couple of you guys out in the audience, that were at the last event that I spoke at, and then
you guys are here a year later and they still ain’t running Google ads. Like come
on man, just take action. Don’t always feel like you got to know everything
about it. Like just go start doing stuff and it’s okay to fail. Just fail forward. Fail forward. I just had to get that out of
my chest man. What budget do you suggest if just starting out? Okay just starting out.
I’m glad you referenced that just starting out because that was another
thing I didn’t actually include. Any campaign that I launched now on the
Shopping Network, I started off at a minimum $100 a day. Again,
that’s now once you actually start getting a lot of data you feel
comfortable. But if you’re brand new, I recommend a minimum of $20
per day. It doesn’t mean that you’re gonna spend the whole $20, and again
what’s great about Google, you don’t have to feel stressed out about spending the
whole $20, because the relevancy of the queries and stuff that you get pulled
for are more than likely gonna be really relevant to the products you sell.
But again, start off at $20 a day and if it does happen to burn through the budget that’s actually a
really good thing, because you get a lot of data and feedback from Google that you can now send those keywords into negative keywords. Same thing across the board, you’re buying data. When approaching companies to dropship–
okay, so yeah. What’s your pitch when you approach a new company to dropship a product through? A lot of people say do not say dropship in the pitch. Because they get immediately scared right?
No, actually so here’s the scoop again. If you follow the video to that I did in
2017, you’re gonna figure out how I actually proactively go out and find
suppliers that a dropship-friendly okay. If you follow the process of finding
suppliers that are what? Finding suppliers that are what? Dropship-friendly right. If the supplier is
already working with other online retailers and they’re already dropshipping the product, it is okay
to use the phrase dropship. The reason why you wouldn’t want to use the phrase
dropship is maybe you’re talking to a brand that maybe just got started or
they’ve only been in the market for a few years, and you say dropship, and they
have no idea what it is right? But if you do the research the right way,
you guys should again only be talking to people that you have already identified
that are dropship-friendly. In terms of what the pitch sounds like okay. This
is literally the pitch. If you guys want to record it I’ll give you a second to
pull out your recorders and this is exactly like what I said. Okay give you guys two
seconds. Let’s just say for example I’m contacting Amantii. I
call them Amantii, ring-ring-ring. I’m just messing up with you guys.
I’ll call Amantii I say, hey Amantii. This is Earnest. I’m actually with electricfireplacesusa.com and we’re looking to expand our current product catalog. We’re not
looking to have any type of payment terms, we’d actually like to prepay all
of our orders, and we’re just looking to build a solid business relationship.
Can you tell me how we can go about setting up a dropship account? There’s a couple key nuggets in that. Number one, you’re expanding your product catalog.
If you’re brand new, you’ve never ran any type of ecommerce traffic anything, you
don’t want to say you know you got all this experience, nothing like that.
But if you just get to the point that you’re expanding your product catalog,
that’s letting them know, okay these guys are looking to like expand their
business right? The other key phrase that I said there is that you don’t want to
have any type of payment terms, you want to be able to prepay all your
orders. Now again, that’s some insider industry information in terms of
phraseology, but when you say it even though if you don’t know what it
means, but I’m gonna tell you what it means, it just means that as soon as you send in
the order, you’re gonna have a credit card on file and they’re just gonna
charge the credit card immediately okay. That’s what prepay means versus payment
terms. And the last thing is again, can you tell me how we can go
about setting up a dropship account? So if you’re contacting a supplier that
you’ve already identified as already working with other people dropshipping
the product, they are already dropshipping. So they’ll walk you through the
process of setting up that specific type of account because we already told them
the other type of accounts that we don’t want to have, which is like we don’t want
to have any payment terms that’s not actually an account type, we already told
them we want to prepay all of our orders, now we’re telling them the official type
of account that we want to have set up, and it makes you sound super duper
professional even if it’s your first time ever doing it. They’d be like, oh wow this
person actually kind of knows what they’re doing. Even though you might not. That’s good. We’re gonna shift it towards comparison
to Facebook. What’s average profit margin across products for Google Shopping? Here’s the
thing, whether you’re selling products on Google, Facebook, whatever the case is, if
you’re in the industry and you know doing specifically like dropshipping, it
doesn’t matter like what it is that you’re selling. Typically on average, and
I don’t care anybody could debate me on this, whether you’re selling a $10
product or you selling a $1,000 product, across the board in the world of
dropshipping, you’re gonna see on average about 20-30% profit margins.
That’s just what it is in the industry, 20-30%. Now, if you want to dig a little bit further, specifically if you go back and
start to renegotiate your relationships with your suppliers, you can start to see
much higher margins. I have a supplier where I have up to 60% margin on the products.
I have another supplier where I have 25% margins after everything, that’s after cost of goods sold,
after shipping, the whole nine yards. The average order value for their product is $700. 25% margin after everything. And you guys already
seen I’m paying $5 per conversion right now. Where you’re sourcing your products? How
do you fulfill the order? Oh that’s easy. In terms of sourcing the
products, I’m going directly to the brands that make the product.
I’m not going, no offense, I’m not going overseas. I’m not going to China, I’m not going to Aliexpress,
I’m not using Oberlo, none of that. I’m going directly to the brands that already make the product. I’m going
directly to LG, I’m going directly to Danby, whoever it is, whatever the niche
is, Amantii, Daiplex. I’m going to the brands that are already making the
products. Here’s a scoop, when I run traffic for brands that people are
already looking for, how hard is it to get the person to be convinced to buy a
60-inch Amantii electric fireplace when they already told Google that they want
it? I just show up. I’m like, hey I’m over here right. Here’s the equation I convert to for simple terms right. Let’s say for
example, you work at a Verizon retail outlet right. Person walks into the store
and says, hey you know I’d love to be able to get the new iPhone 11. I want the
black outer box case. I want the airpods and I would like to have it in the blue
case. You’re the cashier, you’re the sales rep working at the
store, you run in the back, and you grab all those specs, bring it to the counter
right. Customer checks out, they leave the store, when they leave the store, you’re fired up. You’re like high-fiving your boys, you’re
like, yeah I just killed it. I’m gonna get a fat commission check. But what did you
really do? They told you what the phone type was, they told you the colors,
they told you the specs, they told you the features, they told you all the
accessories, you just took the order. That’s what happens on the
Google Shopping Network, we just take orders. They put in it they tell us
exactly what they want and I just show up right. Obviously, I have really
good deals when I show up too okay. Essentially, that’s it. And then in terms
of order fulfillment, we already have the dropship agreements with the suppliers.
Order comes in. Literally you could do this from your cellphone, or you know
eventually you’ll have VAs do it. You just, when the Shopify email
notification comes in, you click forward, take out the little Shopify little line
that it says it’s from Shopify, leave all the product information, customer
information, you hit send. Easy peasy. Awesome. Well everybody please,
big round of applause for Earnest Epps.