Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your Google Ads campaign and landing page optimisation. It sounds like you're in a tricky situation with a large product range and limited budget, but there's definitely room for improvement. I've had a good look at what you've told me and how it matches up with our experience of what works.
We'll need to look at the overall campaign structure...
First, let's address the below-average landing page scores. You're right, with many products, it's difficult to create highly specific ad groups for everything. However, constantly adding more products doesn't mean your campaign should suffer.
My suggestion would be to start by prioritising. I remember working with an eCommerce client where optimising their product pages and streamlining the checkout process led to a significant improvement in their conversion rate. So I would suggest starting with your bestsellers – those that bring in the most revenue and have the highest conversion rates. For these products, ensure you have dedicated ad groups with highly relevant keywords and landing pages. This will improve your quality scores and ultimately drive more sales.
For the rest of your products, consider using broad match modified keywords and dynamic search ads. These allow Google to automatically match your ads to relevant searches and direct users to the most appropriate page on your website. This can save you time and effort while still driving traffic to your store.
You could create audiences in GA4 and then exclude them from the ad campaign to only target 'new' users. You can also upload a customer list (hashed) with emails to the ad platform so that you exclude customers that have already purchased from you.
I'd say you should invest in site search
Next, let's talk about your website. Since most customers land on your homepage, it's crucial to ensure they can easily find what they're looking for. A well-designed and intuitive site search function is essential.
Make sure your site search is prominent and easy to use. It should provide accurate and relevant results, even if users misspell keywords. Implement auto-suggest and filtering options to help users narrow down their search.
Also, you can try adding a chatbot to assist with user enquiries and lead people to the products they are looking for. These chatbots are easy to set up with third party providers and can often drive conversions with the right set up.
If users can't find what they're looking for quickly and easily, they're likely to bounce, which will negatively impact your quality scores and conversion rates.
You probably should test different ad formats
Another thing to consider is your ad copy. Are you using compelling and persuasive language that highlights the benefits of your products? Are you including relevant keywords in your ad titles and descriptions?
Test different ad copy variations to see what resonates best with your target audience. Use A/B testing to compare different headlines, descriptions, and calls to action. Track your results and make adjustments accordingly.
You can also highlight special offers and discounts in your ads to encourage clicks and conversions. For example, you could offer a percentage off for first-time customers, free shipping on orders over a certain amount, or a limited-time promotion on specific products. I remember one client in the gambling niche, we generated £107k revenue at 618% ROAS for them using Meta Ads by testing different ad copy variations for their prize draws.
You'll need to double check your product pages...
Finally, let's talk about your product pages. Are they optimised for conversions? Do they include high-quality images, detailed descriptions, and clear calls to action?
Make sure your product pages are visually appealing and easy to navigate. Use high-quality images that showcase your products from different angles. Write detailed descriptions that highlight the key features and benefits of each product.
Include clear calls to action that encourage users to add products to their cart and complete the checkout process. Make it easy for customers to contact you if they have any questions or concerns.
Also make sure you have a clear privacy statement and other legal disclaimers required on a B2C website to ensure that customers feel safe purchasing from your online.
This is the main advice I have for you:
| Area | Recommendation |
|---|---|
| Campaign Structure | Prioritise your bestsellers with dedicated ad groups. Use broad match modified keywords and dynamic search ads for the rest. |
| Site Search | Ensure your site search is prominent, easy to use, and provides accurate results. Also consider adding a chat bot to assit with user enquiries. |
| Ad Copy | Test different ad copy variations to see what resonates best with your target audience. Offer special deals. |
| Product Pages | Ensure your product pages are visually appealing, easy to navigate, and include high-quality images and detailed descriptions. Also provide required legal disclaimers. |
I've worked with quite a few e-commerce businesses and seen first-hand the impact that these changes can have. I understand you're likely on a budget, but even small changes can make a big difference. It's all about testing, tweaking, and optimising.
I realise this is quite a bit to take in, and you might be wondering how to implement these changes effectively. That's where expert help comes in. If you're interested, we offer a free initial consultation where we review your account and strategy together. It's a great way to get a taste of the expertise you'd see going into your project, and there's no obligation to work with us afterwards.
Regards,
Team @ Lukas Holschuh
