Thread by @ecomwithbrook

I've spent over $500,000 of my own money on Google Ads in the past year.

This is a step-by-step guide on the exact Google Ads strategy we've used to generate over $4,500,000.

// THREAD // 🧵

After you've set up your merchant center and hooked up your advertising accounts.

It can be confusing where to begin.

Follow this step-by-step guide to broaden your knowledge and create fewer headaches and troubles for yourself.

1️⃣

In Google Ads, go to "Tools and Settings" and find "Negative Keyword Lists"

You're going to want to create 3 lists with the following names:

👉 Low Funnel
👉 Medium Funnel
👉 Universal Negatives

We want to use phrase-match keywords to populate these lists.

2️⃣

Create 3 campaigns now, setting the priority on each campaign:

👉 High Funnel = High
👉 Medium Funnel = Medium
👉 Low Funnel = Low

Whatever keyword lists you have created you will want to apply to each campaign

More on keyword lists here:

https://twitter.com/ecomwithbrook/status/1608927156989579264

Each second post of the SEO masterclass has a link to the previous modules, work your way back and go through the masterclass to familiarize yourself with the material.

Specifically, keyword lists and creating them.

Here's an example:

👉 High Funnel Campaign = All 3 keyword lists

👉 Medium Funnel Campaign = Low Funnel and Universal Negatives

👉 Low Funnel = Only Universal Negatives

3️⃣

It's time to populate our lists with the following:

👉 Low Funnel = The highest intent buying intent, I'll usually include 2 types of terms.

1. Specific Products like "Ford Mustang"

2. Brand Name + Product Type + Descriptive Element like "Ford Sports Car 2008"

👉 Medium Funnel = Any term with the Brand Name needs to be included here.

Populate with brand terms like:

👉 "Ford" or "Honda"

👉 Universal Negatives = Any keyword which you would never want to show up in searches.

For example:

👉 Repairs
👉 Cheap
👉 Manual
👉 Customer Service

We don't want to pay to show up for "Ford Customer Service" or "Ford Repairs" if we were selling Ford cars.

4️⃣

Setting up your budgets and bids.

Starting off, you want to set your budget extremely low ($10 roughly), just in case your strategy isn't properly set up.

Bids are quite nuanced so I'll try and wrap this up in a digestible format.

👉 “High” campaigns - set them to something very small like $0.1.

👉 “Medium” campaigns - set them to something 3-4x higher, like $0.4

👉 “Low” campaigns - set them to $1/$1.20.

Usually, it will take 2-3 days before the campaign begins working properly.

It's key before you increase anything that you ensure the campaign structure is set up in the correct way.

Especially making sure the right keywords are showing up in each, correct, campaign.

To check this, navigate to the campaign, and under "search keywords" on the left-hand side, you will be able to see which keywords are showing up in each specific campaign.

Make sure they are correct to avoid headaches.

Low Funnel: only keywords in your “Low Funnel” list should be showing up

Medium Funnel: only keywords in your “Medium Funnel” list should be showing up

High Funnel: there should be 0 branded terms, but generic ones such as “pick up truck.

Keep in mind that if there is anything irrelevant in your "High" campaign, you can add it to the negative list

Be careful, however, as you don't want to put keywords in your negative list you do NOT want to show up for

After reaching the 100s/1000s, it's easy to so accidentally

🚨 WHEN STARTING 🚨

I recommend spending between 70-80% of your advertising budget on the "Low" campaign, and 10-30% on the High/Medium.

Low SHOULD be the highest ROI, but also the least scalable as it contains the least people searching within it.

Start low, and work down.

🗺️ ROADMAP 🗺️

Focus on shopping campaigns for the first 1-2 months - slowly increasing your budget and bids as you see the campaign is set up properly and that the correct keywords are showing up within each.

Hopefully beginning to see some sales.

After your Shopping Campaigns begin working you can move to different campaigns:

👉 1.) Remarketing on Shopping/Search.

👉 2.) Search Text = Use terms and similar phrases that are similar in nature to ones that led to sales in your shopping campaigns.

👉 3.) Display campaigns for re-marketing

👉 4.) PMAX (though these are tricky)

Only use PMAX with products that have very high margins and that are your best sellers.

You're bound to see a lower return on PMAX, but are more scalable than any other type.

If you learned any amount of information from this thread:

1️⃣ - Like and retweet the first tweet

https://twitter.com/ecomwithbrook/status/1666132095251492873

to share this so others can check it out.

2️⃣ - Follow for more e-commerce-related content.

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