Hi there,
Thanks for reaching out! Happy to give you some initial thoughts and guidance on your men's grooming product line. It's a really common issue, plateauing sales, especially when you're juggling everything yourself. It sounds like you've done well to carve out a niche so far!
We'll need to look at your Google Ads campaign structure...
From what you've said, it sounds like the first thing to look at is your Google Ads campaign structure. It might be that your campaigns aren't as tightly organised as they could be. Think of it like this: the more specific you can get with your ad groups, the more relevant your ads will be to potential customers. And more relevant ads mean a higher Quality Score, which means lower costs and better visibility. I remember one client in a similar situation; their ad spend had flatlined, causing considerable frustration. A complete overhaul of their approach made a significant difference.
Instead of having one big campaign for "men's grooming," consider breaking it down into hyper-specific categories. For example:
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-> Separate campaigns for 'shaving cream for sensitive skin'
-> 'Organic beard oil'
-> 'Gifts for men who have everything'.
The more granular, the better. Sounds like a lot of extra work upfront, but it pays off in the long run. You can really hone in on what people are searching for, and your ads can speak directly to their needs. Basically, try to show the right ad to the right user!
That way if someone searches for "organic beard oil for sensitive skin", you have a campaign for that, and you can show the ads that speak exactly to that.
I'd say you need to improve Quality Score...
A lot of people ignore quality score. It's a crucial piece of the puzzle, and it can affect everything from your ad rank to your cost-per-click (CPC). Improving your Quality Score (QS) means Google recognises that your ads are highly relevant to what people are searching for. Google rewards you for this relevancy with better ad positions and lower costs.
There's 3 factors that contribute towards Quality Score:
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-> Expected clickthrough rate (CTR): Google predicts how likely people are to click your ad.
-> Ad relevance: How closely your ad matches the user's search query.
-> Landing page experience: How relevant and useful your landing page is to people who click your ad.
By creating these really targeted ad groups, you’re already taking a big step towards improving your Quality Score. When your keywords, ads, and landing pages are all aligned, Google will see that your ads are highly relevant to users' searches.
You probably should test everything!
A/B testing isn't just about tweaking headlines. You need to be constantly testing different elements of your campaigns to see what works best. You'd be supprised how easy it is to get marginal gains just by testing. Think about different landing pages, different offers, different calls to action. It's an ongoing process. A/B test different ad copy, test different calls to action (e.g. Buy now versus Learn More), and test different offers (e.g. Free shipping versus 10% off).
Are you utilising different match types? What about negative keywords? What does your search terms report say? You'll need to go through that with a fine tooth comb. Are you capturing all the possible searches? Are you excluding irrelevant searches?
I remember one client who was absolutely convinced that his current ad copy was the best it could be. He'd written it himself, and he knew his products inside and out. However, we ran a simple A/B test with two different headlines, and the results were quite amazing. The new headline increased the CTR by 30%. It just goes to show that you can never be too sure, and it's always worth testing.
You'll need to make the most of extensions...
Ad extensions are your friend! Sitelink extensions, callout extensions, structured snippet extensions...use 'em all. They give people more reasons to click your ads, and they can also improve your ad rank. They're a simple way to make your ads stand out from the crowd, and they can significantly improve your click-through rate (CTR).
Sitelink extensions can direct people to specific pages on your website, like your 'shaving cream' or 'beard oil' pages. Callout extensions can highlight key benefits, like 'free shipping' or 'money-back guarantee'. And structured snippet extensions can provide more details about your products, like 'ingredients' or 'sizes'.
This is the main advice I have for you:
| Area | Recommendation |
|---|---|
| Campaign Structure | Break down your campaigns into hyper-specific categories (e.g., 'shaving cream for sensitive skin'). |
| Quality Score | Improve your Quality Score by aligning your keywords, ads, and landing pages. |
| A/B Testing | Constantly test different elements of your campaigns, including landing pages, offers, and calls to action. |
| Ad Extensions | Utilise all available ad extensions to make your ads stand out and provide more information to potential customers. |
So, that's a few things to look at, but I hope that's helpful. I understand that implementing all of this can be quite time-consuming, and it might be difficult to do it all yourself. A lot of our clients start by handling their own campaigns, but then they reach a point where they realise they need help from experts.
If you want to take the next step, you could see if your ad account is eligible for ROAS optimisation. As an example, we drove 447% ROAS in 1 Week for an eLearning client by using Meta Ads.
We offer a free initial consultation where we review your strategy and account together which usually is super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us. It's an opportunity to get a fresh pair of eyes on your campaigns and get some tailored advice specific to your business. We can assess your current ad campaigns, see how your structure is, and make some recommendations.
Regards,
Team @ Lukas Holschuh
