Deep Dive: Successful E-Commerce Campaign Strategy (Episode 471)

In this episode of The Paid Search Podcast, Joey Bidner dives deep into managing a Google Ads account for a business that combines e-commerce with brick-and-mortar stores, focusing on household appliances. He discusses the initial state of the account, which was disorganized with broad match keywords spread across multiple campaigns, and his approach to restructuring it for better optimization. Joey outlines his strategy for segmenting search terms based on the sales funnel stage (high, mid, and low), leveraging ChatGPT for analysis, and creating targeted campaigns for shopping, dynamic search ads (DSA), and location-based searches. He also covers bidding strategies, emphasizing the importance of assigning values to different conversion actions like online purchases, scheduled appointments, and store visits, and using return on ad spend (ROAS) bidding with bid caps. Additionally, Joey shares an experimental approach using value bid adjustments to boost visibility for new store locations, and he touches on budget allocation and the significance of data-driven decision-making. The episode is sponsored by Optio, a PPC management software.