Akshat Narula’s Post

We’ve made $97.4M in just 1 month. If you’re running Google Ads, spend 90% of your time on these 9 things: 1. Pillars of Google Ads Every eCommerce brand should run these foundational campaign types: • Branded Search • Non-branded search • Brand Shopping • Non-branded Shopping These will drive most of your profit. Keep it simple. Master them first. Get solid results with these fundamentals before exploring other channels. You'd be surprised how far you can go just by executing them well. - - - 2. Campaign segmentation Success on Google demands proper segmentation. When you organize your ads into clear themes and categories… It’s easier to nail your targeting and boost your ad relevance… Ultimately, this leads to significantly better performance. - - - 3. Consistency across the customer journey Make sure the messages in the customer journey are consistent. Search term, ad, landing page, etc When messages don't match, users bounce. And bounces kill conversions. - - - 4. Big picture focus We recently audited a brand that made a classic mistake: Their ad account was a maze of complex campaigns. It looked sophisticated but made no strategic sense. Zero alignment with their goals or budget And it cost them a lot of money. Don’t get lost in fancy tactics & features. Keep your eyes on your goals and optimize accordingly. - - - 5. Know where your traffic is coming from Know exactly which ads, campaigns, and platforms drive conversions. Scale what works, cut what doesn't. Let data drive every decision. - - - 6. Keyword research Start with a broad keyword research. Don't just focus on keywords with clear buying intent. Find what your ideal customers actually search for. Any query that signals a problem you solve is gold. - - - 7. Optimize your offer The best ads in the world can’t save a weak offer. Use your research to build something valuable. Then amp up the appeal with smart incentives. Our clients crush it with free shipping, guarantees, and bundles. - - - 8. Refine ad copy Even the best-performing ad copy becomes less effective over time. When performance dips, refresh your approach: • New offers, promotions • Highlight different benefits • Speak to new audience segments - - - 9. Google Merchant Center (GMC) GMC is the backbone of your shopping ads success. It requires some tedious setup. Return conditions, delivery delays, biz info, delivery fees... Not exciting stuff but Google rewards those who play their game. - - - 10. Emphasize your USP Google Ad is a warzone. You need to cut through the noise. Whether it's visuals, messaging, or niche focus. Search your competitor's keywords and see how you can differentiate yourself. - - - We created a free GMC & Feed optimization checklist to help you maximize your ROAS. This is the exact checklist we use for our in-house clients. Grab it here: https://buff.ly/4huLmNh

Few Days ago I was approached by a client for some recommendations regarding his campaign! (HERE'S MY REPLY) Observations: Spend vs Sales: You've spent £610.43, resulting in £901.67 in sales, which means you're generating sales but your Advertising Cost of Sales (ACOS) is quite high at 67.70%. This suggests that you are spending a significant portion of your revenue on ads, which could affect profitability. Sales Trend: The graph indicates a spike in ad spend and sales in August 2024, with little to no activity in other months like May, June, and September. You might want to assess the reasons behind this isolated surge and understand whether it was due to specific promotions, changes in keyword strategy, or seasonality. Impressions: You received 220,133 impressions in total, which indicates good visibility. However, it's important to ensure these impressions translate into clicks and sales more efficiently. Recommendations for Improvement: 1. Reduce ACOS: Focus on High-Performing Keywords: Analyze which keywords are driving the most conversions and focus your budget on them. Consider removing or reducing bids on keywords with high spend but low sales. Use Negative Keywords: Add negative keywords to prevent your ads from showing on irrelevant searches. This helps in reducing wasted ad spend on clicks that are unlikely to convert. Bid Optimization: Lower your bids on non-converting or low-performing keywords while increasing the bids on those that bring higher conversions. Adjust bids based on performance over time. 2. Improve Targeting: Audience Segmentation: Ensure you are targeting the right audience by using Amazon’s advanced targeting options. This includes demographics, interests, and buying behavior. Product Targeting: If your product is directly competing with similar items, use product targeting to show your ad on competing product pages where buyers are more likely to convert. 3. Optimize Ad Copy and Creatives: A/B Testing: Test different versions of your ad copy and images to see what resonates best with your audience. Small tweaks in headlines, images, or call-to-actions can lead to higher click-through rates (CTR) and conversions. Product Detail Pages: Ensure that your product pages are fully optimized for conversion. If your landing pages (product listings) have weak copy, lack of reviews, or unclear images, the ads might generate clicks but fail to convert into sales. 4. Expand Timeframes and Campaigns: Since your ad spend and sales are mostly concentrated in August, consider running more consistent campaigns throughout the year. Seasonal Campaigns: If your product has a seasonal component, plan your ads accordingly, and use months leading up to peak seasons to build momentum. 5. Use Amazon’s Reporting Tools: Advertising Reports: Leverage Amazon's ad reports to get insights into keywords, campaigns, and ads that are driving the most value. Conversion Rate Optimization (CRO): Focus on metrics like CTR and conversion rates.

I did not want to share this... But, Here's EVERYTHING! Google Ads + Meta Ads + Ecommerce Benchmarks 2024 for all Industries is here.... Staying on top of the latest ad benchmarks is crucial for running successful campaigns and optimizing your strategies. Here’s a snapshot of the key trends and benchmarks for Google Ads, Meta Ads, and eCommerce: Google Ads Benchmarks 2024: →Average CTR: 6.42% →Average CPC: $4.66 →Average Conversion Rate: 6.96% →Cost Per Lead: $66.69 🔍 Key Trend: CTR improved for 70% of industries, but CPC increased for 86%, signaling higher competition. Meta Ads Benchmarks 2024: →Traffic Campaigns: CTR of 0.5%-1.5%, CPC between $0.50 to $2.50 →Lead-Gen Campaigns: CTR of 1%-2%, CPC between $1 to $3, CVR around 10%-12% →Cost Per Lead: $10-$20+ depending on the industry →Key Trend: Lead-gen campaigns continue to drive higher engagement but require careful budget monitoring. eCommerce Benchmarks 2024: →Average Add-to-Cart Rate: Consistently high for optimized stores →Cart Abandonment Rate: 69.57% across most industries →Key Trend: Checkout optimizations and personalized incentives are crucial for reducing cart abandonment. 💡 Why These Benchmarks Matter: These metrics provide valuable insights to help you refine your targeting, ad placements, and budget allocations. Regularly comparing your campaigns to these benchmarks ensures you stay competitive and cost-effective.

It’s tempting to think that every £1 you spend on ads should deliver the same results. But the truth? Your results depend heavily on context... Here's why every £1 spent on ads isn’t equal: 1. 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸. An ad shown to a highly targeted audience (e.g., warm leads or repeat customers) will almost always outperform one targeting a broad or cold audience. A £10 CPC for the right customer can be more profitable than a £0.50 CPC for the wrong one. 2. 𝗡𝗼𝘁 𝗮𝗹𝗹 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝗶𝗲𝘀 𝗮𝗿𝗲 𝗲𝗾𝘂𝗮𝗹. If you’re in a competitive niche (think tech or luxury), your cost-per-click (CPC) and customer acquisition cost (CAC) will naturally be higher. That’s not necessarily bad, higher margins often justify the add budget required. 3. 𝗧𝗶𝗺𝗶𝗻𝗴 𝗶𝘀 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴. Your ad performance can swing wildly based on the time of year, market trends, or even the day of the week. For example, I’ve seen campaigns double their CTR just by running ads during key industry events. 𝗔 𝗥𝗲𝗮𝗹-𝗪𝗼𝗿𝗹𝗱 𝗘𝘅𝗮𝗺𝗽𝗹𝗲: A couple of months ago, I was working with a business frustrated with their ad spend. They thought a £6.18 CPC was “too expensive.” At first glance, it’s easy to see why. With a 0.8% 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗿𝗮𝘁𝗲, their customer acquisition cost (CAC) was high, and they were losing confidence in their campaigns. But when i dug into the numbers, here’s what i found: Their job values ranged from £8,000 to £24,000+. Even at 0.8%, there was potential for a strong ROI. By increasing the conversion rate to 1.2%, immediately lowering the CAC But I didn’t stop there. I proposed a blueprint to push their 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗿𝗮𝘁𝗲 𝘁𝗼 3%+, backed by data. How? By addressing critical areas: 1. Proposed improved website UI: Simplifying the enquiry process to make it seamless for leads to take action. 2. Building trust: Adding testimonials, clear CTAs, and professional design to reduce hesitation. 3. Long-term CRO (Conversion Rate Optimisation): Understanding that conversion improvements aren’t instant but can deliver exponential returns over time. 𝗧𝗵𝗲 𝗣𝗿𝗼𝗷𝗲𝗰𝘁𝗶𝗼𝗻𝘀: At 1.2% conversion, their CAC dropped significantly, and for every 1,000 clicks, they secured 12 leads (compared to 8 leads at 0.8%). If we pushed to a 3% conversion rate, those same 1,000 clicks could deliver 30 leads, a 2.5𝘅 𝗶𝗺𝗽𝗿𝗼𝘃𝗲𝗺𝗲𝗻𝘁. For a business with job values in the £8,000–£24,000 range, this shift could mean tens of thousands in additional revenue per campaign. unfortunately the cost and time investment into the building a funnel and fixing problem areas is difficult for small business, so they didn't go forward tweaking their website and didn't have the time to invest into testimonials, whitepapers, case studies, ect. What do you think? Would this approach have helped this small business?

Structuring a Google Ads Account with a $10,000 Monthly Budget 😎 Disclaimers: a. All product categories for this imaginary brand have zero seasonality. b. The brand already generates over 100 conversions monthly across all campaign formats. Here's how I would structure the account: Total Monthly Spend: $10,000 Daily Budget: $328 1️⃣ Performance Max Campaigns ($100/day) Bestsellers – Target ROAS/CPA Performance Max campaigns have a place in almost every eCommerce Google Ads account. Key levers within a Performance Max campaign include: > Fully Built (with images, headlines, videos, etc.) or Feed-Only setup > Automatically Created Assets (ACA) on/off > Brand exclusions > Negative keyword lists (can be added via Google support) > Bid settings (e.g., "bid for new customers only" or "bid higher for new customers") > Product segments > Bidding models For this setup, I recommend a Feed-Only Performance Max campaign with brand exclusions and a dedicated negative keywords list. Start at $100/day until the campaign consistently spends its full daily budget, then begin scaling. 2️⃣ Shopping/Performance Max ($100/day) Remaining Products – Target ROAS/CPA Depending on product performance: Good Performance: Use a Performance Max campaign paired with a "catch-all" Standard Shopping campaign. Low Performance: Use a single Standard Shopping campaign. While you can place all products in a single Performance Max campaign, segmenting ensures better performance across the product range, as Google tends to prioritize the top-performing products. Monitor these campaigns closely to see if products gain enough traction to be moved to the bestseller Performance Max campaign. 3️⃣ Search Campaign ($50/day) Generic – Target ROAS/CPA A consolidated search campaign can maximize data collection. Consider segmenting search campaigns if you have different business objectives, budget allocations, goals, settings, or insights. Focus on tightly themed ad groups with generic search terms relevant to your products. Monitor CPCs, which vary by niche, and add a negative keyword list. 4️⃣ Shopping Campaign ($50/day) Catch-All – Target ROAS/Max Clicks Create a Standard Shopping campaign for all products, including those in other campaigns. Use a high target ROAS (20-80% higher than other campaigns) or Max Clicks with a CPC cap (initially set at 50% of the Performance Max CPC). This campaign aims to capture remaining traffic not prioritized by the other campaigns. 5️⃣ Search Campaign ($28/day) Brand Terms – Target Impression Share While brand campaigns can be controversial, they protect your brand in SERPs. Use exact match keywords and a proactive target impression share bidding model. This strategy ensures minimal cost for branded conversions and prevents Performance Max from inflating its attributed revenue with branded conversions. Hope this adds Value ✨ #googleadsexpert

4 Top Benefits of Display Advertising | LinkedIn for Marketing In 2023, digital ad spend rose by 9.5% to hit $601.84 billion, with more of those billions spent on display advertising than any other digital ad type. 2024 trends show no signs of a slowdown for display ads. As general ad spend accelerates, analysis featured on Forbes shows that spending on search will shrink while spending on display continues to ramp up. Clearly, B2B marketers have chosen digital display advertising as their go-to for ensuring ad campaign ROI in 2024. But, what is it about display ads that makes it such a stand-out performer? To understand why this ad type has become so important in B2B, let’s explore the benefits it offers and how you can use them to drive B2B marketing success. Read More ~ https://lnkd.in/dEs-65wz #DisplayAdvertising #LinkedInAds #SEO #SEM #DigitalMarketing #Business #Search #SocialMediaMarketing #Entrepreneur #SmallBiz #Marketing #MarketingStrategy #CEO #CMO #CTO #SMEs #SMBs #DisplayAds #BrandAwareness 

Hey Performance Marketers, Being an expert in Paid Advertising is definitely important but there are certain other areas you should be really good at when you are in a job role with more accountability. Note : Over the 7 years of my Performance Marketing Career , I have faced different scenarios which demanded Reasoning, Quick Decision Making, Teamwork, Data Analysis, Communication , Presentation Skills etc apart from the Paid Advertising expertise. Apart from the technical aspects, performance marketers who are in their early careers may benefit from these experiences I believe. Here is a Hypothetical Scenario: Client: A luxury brand Objective: Online Sales Medium: Facebook and Instagram Budget: Can be scaled on seeing results Requirement: Client got onboarded today, within 2 days we need to start campaigns for a seasonal offer Challenges: 1. Website is not very user friendly 2. Existing Marketing Collaterals are not great 3. The payment gateway got activated 2 days back ( no actual sale happened so far ) 4. Meta Pixel not implemented 5. Website or Social Media doesn’t have any Customer Reviews, Testimonials etc Actions Taken: 1. Carried out a quick website audit 2. Documented the crucial issues and assigned to developer for changes 3. Took a meeting with the creative team and briefed the requirement 4. Documented the Tasks for creative team with proper deliverables including CTA, dimensions, etc 5. Implemented Tag Manager 6. Created Ad account, meta pixel , connected to Shopify 7. Created Clarity account to record sessions 8. Continuous follow up with developer and creative team on status of tasks 9. Took a meeting with the Client and explained the pain points including website issues, lack of time etc ( this helps in setting clear understanding of the current situation) 10. Requested the client to work on customer testimonials, High Quality Product Images, Videos etc to improve brand credibility 11. Launched a test campaign with a minimum budget with different audiences with proper UTM 12. Analyses user journey in detail and found out the pain points 13. Found out the Performing Audience, Performing Creative, Performing Product 14. Suggested a New Media Plan with Scope for Google Ads to get more intent audience 15. Scaled the Campaigns This list can go upto 100 if I stay awake and continue to write ✍️, it’s 11.20 already and my baby wants some time with her Mother now . I would like to see different perspectives from my fellow marketers on this scenario. Comment below 👇 what action plans would you take if you are facing a similar scenario. #performancemarketing #paidmedia #paidadvertising

📣Are you tired of overspending on ad campaigns or missing out on profitable leads💰? The secret to maximizing your ROI lies in mastering the right bidding strategy for your business goals. In this post, we’ll explore Cost Cap, Bid Cap, and Lowest Cost bidding strategies, how they work, and which one suits your business📈. By the end, you’ll have a clear path to control costs, optimize performance, and crush your competition. ♟Understanding the Bidding Strategies 1️⃣ Lowest Cost: ( Most Recommended ) Facebook’s default strategy to get the most results for your budget. Perfect for businesses prioritizing volume over specific cost thresholds. Use Case: An e-commerce store running flash sales to drive high traffic. 2️⃣Cost Cap: Ensures you get the most results while staying within a target cost-per-lead. In this you will define your cost per lead let's say it's 2 dollars per lead. FB will try to get results around 2 dollars not higher than this cost defined by you. But I KY use this strategy, if you have data for your leads, in an average hoe much CPL id best for your business to convert. Use Case: A subscription service aiming to scale sign-ups but needing to control cost per acquisition (CPA). 3️⃣ Bid Cap: Gives you control over the maximum amount you’re willing to bid for an auction. You will make a limit on bid , FB will show your ad in auction📢 according to that defined bid. 🕥How They Perform for Different Businesses Choosing the right bidding strategy depends on your goals and industry. Here’s a practical comparison based on real scenarios: Cost Cap works well for brands seeking balanced growth. For instance, SaaS companies needing sustainable customer acquisition often rely on it. 🚫Disadvantage: May be your potential customer lies in higher CPL not the defined by you. So, as discussed above use this only when you have data available for your Leads means on ana average which CPL is best for your business. Bid Cap fits smaller brands or startups aiming to stretch every dollar without overbidding. 🚫Disadvantage: Maybe high potential customers can't see your ad , in the bid you defined. Lowest Cost benefits businesses like e-commerce or entertainment platforms focusing on mass outreach. Most recommended . P.S: Using a graph, I have demonstrated how each strategy impacts cost efficiency, scalability, and volume. You’ll see why the right approach can significantly boost your campaign performance. 📩DM me to ask anything  🖊Comment below to share your valuable suggestions  🌸Repost this to help others Enhance your website rankings by Optimized articles  Contact:  [email protected] Best Regards  Maheen Khan #blogging #seo #contentwriting #schemamarkup #seoservices #seoexpert #seotools #seotips #bloggingforbeginners #bloggingcommunity #fbads #facebook #facebookads #facebookcreatives #facebookcampaigns #facebookleads #adsbiddingstartegy #fbadsbudget #adsbudget

From 1.75% CVR to 8.55% CVR, this is how I did it. As a media buyer, I can say it's very easy to lose focus on the importance of CRO... It's easy to get caught up in the day-to-day fluctuations of advertising platforms thinking we need better messaging, creative, or media buying strategies to really help convert those clicks into customers. For most of my career, I've always had teams that have handled CRO for me so that I can focus on driving new eyeballs and customers to the brand.. Lately.. I've decided to give CRO a shot. Background on this large supplement brand: very discount heavy, super long-form advertorials, branded images paired with UGC On their new batch of landing pages, they were a totally different style from how the brand has operated, and they weren't calling out the discounts.. I really just felt that our offer sections were very weak (top screenshot). So I decided to give them some love by showing some discounts, color, and highlights all while also making the landing page more mobile friendly - keeping pricing the exact same (bottom screenshot). Between these easy changes, it has transformed this landing page into an absolute winner and has taken this new product launch to a whole new level - this SKU is now one of the company's best sellers. I can't tell you how many agencies and brands that I've worked with over the years that always focus on having the most beautiful landing page on desktop, yet they don't focus on how it looks on mobile when that's where the majority of traffic comes from nowadays. It's amazing what a little love to your funnel can do, especially when you think mobile first 😏. Now that we have a great base template, it's time to replicate this landing page across the other SKUs that we're pushing. I'm super excited to keep pushing on CRO. It has only been a little over a week, and we're already seeing some huge wins. What are your thoughts? 🤔

🚀 𝗧𝗵𝗲 𝗔𝗿𝘁 𝗼𝗳 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀: 𝗢𝘂𝘁𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗶𝗻𝗴 𝗥𝗶𝘃𝗮𝗹𝘀 𝗨𝘀𝗶𝗻𝗴 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀' 𝗔𝘂𝗰𝘁𝗶𝗼𝗻 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 💡 In the fast-paced world of digital marketing, staying ahead of the competition is *crucial*. Google Ads' Auction Insights is a powerful tool that can give you the edge you need. Let's dive into how you can use this feature to analyze your competitors and optimize your strategy! 🔍 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗔𝘂𝗰𝘁𝗶𝗼𝗻 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀: Auction Insights provides key metrics about your performance compared to other advertisers: - Impression Share: % of impressions you received vs. total eligible impressions. - Overlap Rate: How often your ad shows alongside a competitor's ad. - Position Above Rate: How often their ad appears above yours. - Top of Page Rate: % of time your ad appears at the top. - Outranking Share: Frequency of outranking a competitor in auctions. With these metrics, you can understand your standing and spot opportunities for growth. 🥇 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝘁𝗼 𝗢𝘂𝘁𝗽𝗲𝗿𝗳𝗼𝗿𝗺 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿𝘀: - Adjust your bidding strategies - Improve ad quality & relevance to boost Quality Score - Expand keyword coverage to capture more traffic - Optimize ad scheduling to show up when it matters most 🔜 𝗔𝗱𝘃𝗮𝗻𝗰𝗲𝗱 𝗧𝗲𝗰𝗵𝗻𝗶𝗾𝘂𝗲𝘀: - Combine Auction Insights with other data sources for a complete picture - Use automation for real-time insights & quick adjustments 🚀 𝗥𝗲𝗮𝗹-𝗪𝗼𝗿𝗹𝗱 𝗘𝘅𝗮𝗺𝗽𝗹𝗲: Imagine a mid-sized e-commerce company struggling to keep up with competitors during peak sales periods. They decided to take a closer look at their Auction Insights data and found an interesting trend: their main competitor was dominating impression share during the weekends. This competitor consistently showed up at the top of the page, leading to a noticeable dip in their own performance during those times. Armed with this knowledge, the company developed a new strategy. They decided to increase their bids specifically for weekends, focusing on high-performing keywords. Additionally, they optimized their ad copy to be more compelling, emphasizing weekend promotions and limited-time offers. They also ensured their ads were scheduled to run during peak browsing hours when customers were most likely to be online. The results were transformative. By aggressively targeting weekends, they not only gained a 25% increase in impression share but also saw a 15% boost in conversions. This shift allowed them to effectively compete against their rivals and capture more weekend shoppers, turning a challenge into a significant growth opportunity. 🚀 𝗥𝗲𝗮𝗱𝘆 𝘁𝗼 𝗼𝘂𝘁𝗽𝗲𝗿𝗳𝗼𝗿𝗺 𝘆𝗼𝘂𝗿 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿𝘀? 𝗖𝗼𝗻𝘁𝗮𝗰𝘁 𝗺𝗲 𝘁𝗼𝗱𝗮𝘆 𝘁𝗼 𝗺𝗮𝗻𝗮𝗴𝗲 𝘆𝗼𝘂𝗿 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝘀 𝗮𝗻𝗱 𝗺𝗮𝘅𝗶𝗺𝗶𝘇𝗲 𝘆𝗼𝘂𝗿 𝗥𝗢𝗜! 💥📞