7 Proven Ways to Grow Faster With Google Ads

Struggling to scale with Google Ads? 

In this weeks episode of the Google Ads Unleashed podcast, host Jeremy breaks down 7 proven strategies to grow faster, even when search volume is limited.

Learn how to boost ROAS by improving conversion rates, increasing average order value, and positioning your products for maximum visibility. Whether you’re hitting a plateau or just starting to scale, this episode gives you a clear roadmap to unlock profitable growth.

Get your free 30 minute strategy session with Jeremy here: https://www.younganddigital.marketing/

Scale your store with 1:1 coaching: https://www.younganddigital.marketing/1-2-1-coaching

Transcript

Welcome back to Google Ads unleashed. Guys. Hope everyone is doing fabulously this Monday, and today I'm gonna dive into an evergreen episode, because I get this asked all the time, how do you grow in Google ads, right? How do you grow? Because the reality is, the reality is quite bleak, actually, because I've been in Google Ads extremely long time now, and it is simply a fact of the matter that there is limited search volume. There's not unlimited number of there's not an unlimited number of people looking for your stuff, right? There's a number skin think. How many people are in Britain? How many of them every day have a need for something? How many of them hack they need into Google? How many of them end up clicking your ad? How many of them add to cart? How many of them reach the checkout? How many of them buy? Tiny numbers, right? Tiny numbers. So our job is to maximize that funnel Right? And how you do that, there's only a couple of ways. And today I'm going to give you every angle you can think about in order to sort of make the the most of of what I've just said. Okay, so let's dive right in. So let's look at the funnel. If you look at the funnel that I have had just now, the only sort of growth opportunities lie in the following. You can either increase your average order value. You can increase the conversion rate. You can increase everything in the top of the funnel that I've just mentioned, like add to cart rate. You can increase your click through rate, or you can target more search volume. That's the only way. So you can do that. So let's start with the most obvious one, average order value. So if you are stuck, let's say you're stuck on a certain return on ad spend, and you don't have any impression share loss due to budget. You have only impression share loss due to ad rank. So that means you can only improve what you have on site, or you can lower your bid strategy, right? So increase your CPA targets, or lower your target. ROAs, then you're already a little bit sometimes in the pickies. Why? Because you don't want to lower your target ROAs, right? A client asked me this just now, Google recommends I lower the target ROAs, but my break even ROAs is 2.2 so am I meant to lower it below that? Hell no, of course not, right? You have to now start thinking strategically on how you can put more conversion value in for every sort of bug that you get it out right now. And the obvious one is increase your average order value. Okay, so how do you do that? Think, can you bundle somehow? Can you offer options on the site of your product to sell it more expensively, right? Like some option with a free gift. Can you implement some sort of upsell in the cart? Like, for instance, add something like priority ship in one of my printer demand customers? Does that? You can say, listen, hey, another five euros on top. And for that, you get your delivery made first, okay, hugely effective, right? It adds five to 10 euros onto every order, every fourth order, boom. You increase your average order value. You can scale a little bit more and actually spend a little bit more because you're hitting those ROAs targets, right? So Google goes up and finds more auctions which you can potentially win, given that you get those kinds of returns and ad spends. You can also implement post purchase upsells, right? Massive, massively underutilized tool, and something that I recommend to all of my partners Next, you can increase your conversion rate. So generally speaking, increasing conversion rate is sort of a very nebulous sort of term, but all it means is try and optimize all of those steps. Try and optimize your checkout right? Really, have a look at your checkout. What's going on is my checkout working RP or going through, you know, the shipping page and the and and the other pages as they should. Are they dropping off somewhere? Have a look at your cart page. Is your car page optimized? So is there an obvious drop off that you can fix in order to, for instance, increase the the trust that people have in your brand? This is something. For instance, I've done in an audit yesterday, right? So one of the things I've seen is at a cart rate 6% checkout reach rate 3% that's quite big. Drop off anyway, should only be about a third, ideally. And then suddenly from checkout reach rate over 3% only no point 8% bought. So that means out of 10 people who have something in their basket and reach the checkout and go and check out only, only about to buy. That's not good enough, right? So very poor. And that is something that you need to fix. Do that and your Google ads will improve automatically, right? If you, of course, you can increase conversion rates in any matter, right? Like you can improve your site speed, you can improve your offer. You can run a sale, right? You'll have the best conversion rate of your life. If you give everything away for free, if you drop the price to zero, you'll have 100% conversion rate, right, because everyone's gonna buy. But of course, it's a matter of doing that efficiently and doing that well, do your customer research, do your competition research, do your on site research, get your site to lightning speed, get your site to understand and sells to your customer. And that is how you can improve your Google ads. Okay, increase the conversion rate in every step. Then the next thing that you can do is, of course, to start lowering your CPCs from a quality score perspective, right? So that's how you can increase your OS as well. Now with keywords, it's pretty straightforward. I've done a full episode on that. You improve your ad relevance. You improve you expect to click the rate by regularly add negative keywords and to by writing great ads. And your ad relevance, your landing page relevance, is something that you can fix as well, but build in better landing pages, product pages, etc. With shopping, it's a bit more nebulous against a lot of smoke and mirrors, but if you decrease the click cost, then of course, you can grow on Google ads. That's a very easy way. But now we get into the nitty gritty. Because, again, you can do all these things to a certain limit, but you will reach a limit at some point, because there's not any crazy amount of search volume out there. But the goal is that you start tapping into the search volume that is high in impressions but difficult to crack. What do I mean by that? So go away after this, this, this podcast, and Google something called Zip law. It's a massively interesting concept in linguistics. And basically zip law describes the I'm going to try and I'm going to butcher this, but I'm going to try my best. It describes the incidence, or, like, the number of times something happens of words in any language in a book in whatever, for instance, if you were to take the Bible, let's say the number one word that is said the most in it is the word and right, the second most written common word in the book is the word the for instance, and So on and so on. You get all these words. And the funny thing is that the incidence of the words is always half as many as the one previously. So what does that mean? So for instance, the is appears 10,000 times. Then the second most common word would appear 5000 times. The second most common, the third most common word would appear 2500 times. The next 1250 etc, etc. It's like a It's a curve, right? That sort of flattens out towards zero. And the thing is, with Google and with any sort of search volume there is for anything out there, it's exactly the same. The more longer term a search term is, the more likely the intent of the user is higher, the more likely they are about to convert. It's the same for every space in Google ads. Okay, what do I mean by that? Let's take an example, like beds. Let's say you sell beds, right? Let's say you spell yourself specifically only a common, uncommon type of bed, like some sort of Ottomans, Ottoman beds.co.uk, corners, right? The number one search term for beds, unsurprisingly, will be beds, which will be sought after hundreds of 1000s of times a month, probably on Google in the UK. Now, whatever the second most common search term is, I don't know. I don't care, really at the stage, but I can absolutely guarantee you that Ottoman bed, Red Velvet, queen size will be sought after a lot fewer times than just the word bad, but it has less search volume. So because it has less search volume, it converts a lot better, but you will never be able to scale on it because fewer people are search. For it. So your goal is to find a product and find an offer if you want to scale that will convert on the most unspecific of search terms in your niche. Another example, many moons ago, I worked with a company that sold water bottles. Unsurprisingly, water bottles is the number one search term. The water bottle could be meaning anything, right? What we did at the time was the following, because they couldn't scale, they asked us to see, listen, we know their search volume on water bottle. This is the biggest search term. How can we rank on them and harbor that as as much as harness that as much as possible. Well, what we did is we manufactured the structure where for those top search terms, we only showed the absolute best of the best sellers, and for all other kind of long tail search terms bought a bottle in gray metal or something, we would show all the other products that were, of course, a perfect match for that type of search term. Well, what did we do there? We sort of used the best selling product that had the best conversion rate to compensate for the lack of interest someone might have when they search for that search term, because it's not specific, right? So the art is to start positioning your product for what has a lot of search volume, but is less more abstract in in its meaning. This is a very, very difficult concept to wrap your head around, but once you truly understood that, you want to also understand why labelizing strategies work right, let's say, or you might intuitively now understand why you used to segment products by all products versus my best sellers, or why you might be doing something like profit metrics, like a highly profitable and profitable versus unprofitable, versus no index, or something like that, and has no search volume for that exact reason, because you can drop ROAs targets a bit more aggressively on the search volume that has the most search volume, right? There's short tail searches, because those products compensate by being good products, right, whereas the crappy products you need to position for what has a lot lower search volume, because they need a good, specific search intent and conversion rate in order to convert. So that's how you scale on Google as well. Okay, you try and lean in and shoehorn your portfolio in such a fashion that you position your best performing products for the highest search volume with that is least, at least specific in order to compensate for the lack of conversion rate from them searches. And then you could engineer this situation further by scaling further vertically, right by using more campaign types, such as, for instance, you expand from shopping to search and try and convert on informational searches right when people, that's where you start writing advertorials, for instance, or you start just finding simply more search volume by expanding your product portfolio. A little example, one of our clients sells an acupressure mat. Of course, there's limited search volume for acupressure mats. So what they do? They made an acupressure cushion, right? There's more search volume for that, so we could add another 20% in revenue. Now they've also manufactured a spiky ball, like, you know, one of them, roller balls through which you can massage yourself, boom, that's not the second best performing product because there's more search volume for it. So we can bid on new search volume, and then we deploy the same strategies. How can we increase conversion rate? How can we increase average order value? How can we increase how can we reduce the bids as much as possible to improve our quality scores. How can we position the product in such a fashion that we effectively position it for the highest search volume product searches, right? And then lastly, the last way how you can grow next to sort of demand, Gen and other stuff, and start intervention to push marketing is to simply go horizontal, conquer new languages, try and reverse engineer. What do people in other languages want differently from yours? So you need, you're starting to talk about sort of real, sort of expansion strategy in E commerce now, right? How do you and how do you understand your foreign audience. What kind of specific needs do they have? How would they respond differently to the product? What other competitors are they in the market? You may have to internationalize differently to in order to you know, do they say things differently? Do they need different payment methods, etc? You have to research all that stuff. And then you can expand. You. Internationally, and simply position your products in other languages, because there's more people, simple as that, okay? Or in the same language, if they do speak the same language, okay? But these are the only ways you can grow in Google, because, in summary, you can't make people search for your stuff, so the only way is to get out of more out of them when they do buy that's increasing your average order value. Get more people who already come into your site anyway to buy more. That's increasing your conversion rate in any way, shape or form, however you do this, position yourself more for the short tail searches. Effectively, once you are able to do that, in order to capitalize on the more search volume there is for that product, that's the third way lower your CPCs by pandering to Google's algorithm. That's the fourth way. However you do that, there's many ways of skin in that cat. The next thing that you can do is use more campaign types. That's your fifth expand the search expand to advertorials. Expand the demand gen, expand the like YouTube. Demand gen, yeah. The sixth way of growing is by finding new search volume you can target in terms of, for instance, you have to create new products to satisfy existing other search volume, which is out there. The seventh way you can grow is by expanding horizontally into new languages, new countries, etc, seven sure fire ways. And if you want to do that with us, simply get in touch young and digital dot marketing, you can also send me a LinkedIn message or Jeremy and Google ads, and I'd love to have a chat with you, but up until then, I wish you a happy and productive week ahead, and I'll see you in the next episode. Thank you for listening to Google Ads unleashed to connect with Jeremy. Check him out online at www dot young and digital dot marketing. We'll see you next time you.