The $12,000
Ads Mistake You Can Easily Avoid
By Alex King, Founder of Adzoola
A competent marketer came to me and asked me to take a look at their Google Ads campaign.
He had his own successful ecommerce business and had been running Google Ads for it for a year. So he wasn’t expecting me to find much – maybe a few tweaks to his ads.
So I dug around his Google Ads account and quickly found a large portion of the traffic he was paying for weren’t converting. Guess how much this was costing him?
$1,000 a month for almost $0 return.
In about 15 minutes I was able to save him $12,000 a year on his ad spend.
Here was his response:
This was completely avoidable but easy to miss when you’re just trying to get campaigns up and running.
I’m not pointing this out to brag, but to show you how important it is that you set up campaigns in the right way. That they are optimised and that you eliminate the waste.
Talking of wasted ad spend, here’s another trick I saw Google playing in one account:
The client had seen their impressions and spend go up for no apparent reason. Again, I got my investigative shovel out and started digging.
This is what I found:
It basically means Google is showing your ads to people you’re NOT targeting. Google is showing your ads to people it thinks might be similar.
These kind of features might be great for you if you’re converting wildly and scaling aggressively. But generally they hurt performance.
According to the client, this setting was turned on automatically without their knowledge.
Ad platforms are now pretty complex offering a lot of options. That’s great for us as marketers because we have a lot of choice about how we set up campaigns.
The downside are all the sneaky buttons and settings you have to know about. If you check the wrong box or turn on/off a setting, you can waste a lot of money.
It’s hard to quantify the damage this particular setting did for the client. Even after it was turned off, the retargeting audiences now contained this poor quality traffic too.
It’s just another example showing you the need to keep a keen eye on the details and getting set up right.
And it’s more important than ever in the current climate.
I want to help you avoid the potential $12,000 mistake you saw earlier and ones like it.
But, more than that, I want you to thrive.
So I’ve put together a consulting plan I think will help most marketers.
Live 1-to-1 consulting
1-to-1 Live call with me every month (Usually $600)
This call can take any form you like.
I can help you get ‘unstuck’.
We can talk about your current Google Ads campaigns and how to optimise them.
I can find where your or your client’s money is being wasted.
We can talk about how to maximise growth and use different targeting to reach a new audience.
We can talk about your YouTube ads or YouTube SEO strategy…
You can even give me access to your account so we can go through it on the call.
Email coaching ($197 value)
I’m here when you need me. If you need to ask a question about campaign settings for example. Or you want an opinion on your targeting, I’m here.
I’ll often answer with Loom videos so you’ll get the detailed, over-the-shoulder answer you need.
Live group clinic ($297 value)
A monthly live call for people who want to pop in to get some help. You’ll also get to learn from other people’s wins and learnings.
Due to the limited spaces for this consulting plan, you’ll have plenty of opportunity to get your questions answered here.
Total value $1,094 (that saved one media buyer $12,000 in 15 minutes)
Grab your spot now to get in for just $500 per month – cancel any time.
Just 10 spots available
Can I really help you?
Earlier I showed you a couple examples of how I have helped clients but you may still be wondering if I can help you.
So I’ve put together a few different cases below showing you how I helped them.
Lead Growth:
More leads, faster and cheaper
%
Conversion rate increase
%
More leads
Saved £53,288 reducing lead cost by £18.85 per conversion
How
New lead offer
Details
This client’s regular conversion rate for their existing offer was 2.52%.
In order to grow their business they needed more prospects who were interested in their product.
To do that we came up with a new, separate lead offer and Google Ads campaigns sending visitors to a new landing page.
The new offer drove 4 times as many leads (2,827 compared to 670) as their existing offer at £18.85 less per conversion (88.5% less).
Double digit lead growth every year for 4 years
%
Conversion growth last year
£81.27 Cheaper per conversion
How
1. Continuously working to maximise high performing areas of the Google Ads account and aiming to eliminate waste.
2. Introduced new campaigns based on insights found from crunching data from the previous years.
Details
This client is the perfect example of the benefit of continuous improvement and optimisation.
You always want to see positive results but it’s not always an upward curve, especially month-to-month.
Working with this client over several years, always striving to improve their ad campaigns and taking learnings over time, has enabled us to deliver very positive results: Double digit growth every year since the beginning of our relationship and a reduction of the cost per lead of £81.27.
From 2X to 8X Return on Spend for Ecommerce Store in 18 months
%
Revenue increase
$34.04 Cheaper per conversion
How
The first task was to bring down the cost per conversion. So we analysed the data and eliminated as much wasted spend as possible.
The second task was to grow sales and we did this by focusing on very specific terms that brought a high return for relatively low spend. The client was then able to reinvest profits and grow their business further.
Details
This US based ecommerce client had been using Google Ads for a year and wanted to reduce their cost per conversion.
They were paying an average of $45.24 per conversion but ideally wanted to be paying $30.
After 3 months’ work we achieved this target ($23.59 in fact).
After extensive optimisation, feedback and creation of new campaigns over a period of 18 months we achieved a cost per conversion of $11.93 – a healthy decrease of $34.04 per conversion.
You might think that sales would have decreased to achieve this but we put effort into growing sales too.
After 18 months revenue increased 387%.
Very limited number of spots
This is not a ‘scarcity’ tactic:
Running Adzoola is very demanding so I literally cannot fit many of these consulting spots into my working month. So I’m limiting it to just 10 spaces.
If you’re keen, reserve your spot now. If you’re reading this, so are quite a few others – I sent the email out to well over 3,000 other marketers and have retargeting running too.
You’ll pay just 1/10th the price those clients paid
You’ll be paying well below what these clients paid for those results. In some instances a tenth of the price.
The way I’ve structured the plans means you get all the value while cutting out some of the button-pushing on my side. That means there will be some work you have to do to get the results you want.
So I’ve shown you how I helped others like you. Now it’s time for you to decide what you want to do.
You’re either happy with the results you’re getting right now or you’re not. If you’re not, I can help.
Even if you’re happy with your results, maybe you can do better…
Like the guy I mentioned earlier, who was “doing ok” but was unknowingly making a $12,000 a year mistake.
Grab your spot today and I look forward to working with you.
Start your live 1-to-1 consulting today!
1-to-1 Live call with me every month (Usually $600)
This call can take any form you like.
I can help you get ‘unstuck’.
We can talk about your current Google Ads campaigns and how to optimise them.
I can find where your money is being wasted.
We can talk about how to maximise growth and use different targeting to reach a new audience.
We can talk about your YouTube ads or YouTube SEO strategy…
You can even give me access to your account so we can go through it on the call.
Email coaching ($197 value)
I’m here when you need me. If you need to ask a question about campaign settings for example. Or you want an opinion on your targeting, I’m here.
I’ll often answer with Loom videos so you’ll get the detailed, over-the-shoulder answer you need.
Live group clinic ($297 value)
A monthly live call for everyone to pop in and get some help. You’ll also get to learn from other people’s wins and learnings.
Due to the limited spaces for this consulting plan, you’ll have plenty of opportunity to get your questions answered here.
Total value $1,094 (that saved one media buyer $12,000 in 15 minutes)
Grab your spot now to get in for just $500 per month – cancel any time.