[BRAND], From 218 to 832 Online Sales Orders In 7 Days
A supplier crash lands in my inbox...
"Hakan, our ROAS has dropped from 832% down to 218% in the last 7 days…can you do something”
The angst transferred through her words, I began to feel it too, but I took a deep breath & kept my cool.
It was time to get my Colombo google ads market research on...
Checked out their campaigns, impressions/clicks/ctr’s are still the same from the last period.
The volume was there, but conversions & revenue had dropped account wide.
You ever been in this situation?
I sat back in my chair, wrapped my hands on the back of my head to contemplate the hidden messages in the data.
If the traffic volume is still the same but conversions & revenue have dropped, either our shoify store's broken, or their markets spending behaviour had changed.
Checked our shopify store...every things fine..
So why had their market stopped buying in the last 7 days? Were consumers shopping somewhere else perhaps?
Checked out the auction insights in the campaign tab to discover a clue.
One of their competitors had moved up significantly in the auction from the previous period…interesting…
I change tabs in my browser, enter their competitors name in google, press enter, from the search index click the "news" tab in google and what do I find?
A smoking gun.
Press releases published in The Australian, The Independent & other news sites that our clients competitor were having a massive sale, publicised all over the internet, right when our clients account slipped from 832% to 218%.
This evidence suggested our clients account didn’t take a hair cut because of bid’s, campaigns structures or keywords…
Conversions Dumped Because Their Market Was Speculating On Price
Our markets thought process being:
“If I am reading this news article about a sale for products I am in market for…then perhaps the online store I really want to shop at may have a sale soon, prices may fall, therefore...I am going to click on [our clients ads] but I am not going to buy, because as a consumer, I love bargains. I am going to kick my self for paying full price now for offers which may be on sale in 2 weeks"
For 10 days I didn’t touch the account. Not once.
And wouldn’t you know it, after the publicised sale ended, our clients account began to climb again, and our client breathed a sigh of relief.
Not saying I've advertising tarot cards & can predict the future, in this instance however, the evidence suggested the cause of the accounts poor performance was price speculation in the market place..
Opened with this story to demonstrate to you...
...How I can think outside the box sometimes, so if you're looking for a problem solver for [insert brand] & I may work well together.
In the 2021/2022 We Bought $491,956.38 In Google Search & Shopping
Here's a few goals we've kicked for clients:
- Feels good to hit targets: 75% of the 12 accounts I manage hit their targets in June, truth be told, 6 of the accounts are legacy clients, and were already productive, alls I did was keep the campaigns on the tracks, the other 6 I built & managed my self to hit our ROAS goals.
- 30K a day in profits for the first time: Helped a client hit 1k a day in profits for the first time in his business, helped him with compliance stuff too, he had fake testimonials on his site, was gaming SEO by publishing the same product 5-6 times, I reached out to and said:
“I know what i am about to say next is not any of my business, you can serve ads like this, the reason why you havent hit 30k a month in the past is because your ads accounts keep getting shut down, make the decision to go legit with your store”
He's listened to me, and is even getting his own products manufactured. - How are you doing so many sales? We breached a seller agreement in the US for the same client above, the brand's marketing manager set up a meeting with our client Ishan. Ishan & I thought we were gonna get a reprimand, but instead, the marketing manager wanted to know how we were selling so many of their products…
- Can we buy Facebook Ads too? 4 out of 5 audits I’ve done to win google ads clients for the agency have converted into deals, and one of them bought FB ads from us too.
Turns out the marketing manager does google ads himself internally, and we were beating him. So we were able to acquire Canada & Mexico based on our performance, which would usually not be available to other re-sellers.
Did lose 1 of the accounts back in May though, because the recommendations I made in the audit were implemented by the client, and when I launched the campaign, my recommendations bombed.
The client cussed me out, tore my name from their google ads...
So we do make mistakes from time to time, but the letter you're reading right now is from people who shows up to serve markets & not for a pay check.
Below Is How We Intend To Sell [INSERT BRAND] Products.
Let me unpack the above for you right here:
1. Media Plans:
If I had 10 days to craft a new promotion, I would spend 8 days on research because ideas for targeting, messages & images can be found in the market.
And as Gene Schwartz once said.
"Only God can create, your ideas are in the market"
Which is why I spend more time on research than writing ads because other wise, I'd be throwing darts with a blindfold on.
Its a matter of asking the right questions, digging up the ideas & knowing what to look for during research which makes marketing convert in my opinion.
Preparation for a media buy has made the biggest impact on my marketing because in the past.
I used to serve ads without any research then wonder why the campaign didn’t convert.
Here's what we look for:
You can see he's stuck in a rut.
I believe It's situations like these where people make purchases.
And it's not about the product but the emotional benefit the product does for the consumer.
Like status in their social circle.
Make them feel young again.
And be seen as a protector.
I collect as much research as possible then match compliant copy to where their heads and hearts and the writ the copy.
2. Copywriting.
In a recent interview David Deutsch mentioned how you have to un learn everything you've learnt about copywriting.
I believe he's referring to un learning copy which usually sounds like this:
"3 critical elements you need to explode leads & conversion"
Because marketers may respond to the appeal above but the public would probably feel like they're being sold to.
So I've decided to take my copy skills towards an editorial style of writer.
I’ve written ads, landing pages, emails and sales letters that convert.
And some which haven't, you can review more of my ad below this letter.
For now though you can see display ads I've worked on below:
3. Media Buys: In 2021 I bought $491,956.38 in Google ads, 95% search & shopping.
Here's some data, you can see most of the accounts I was responsible for hit their targets:
[INSERT BRAND] could be one of the above.
This letter's getting pretty long, what I am saying is this:
We’d Like to Spark a Relationship With [brand] As An Online Retailer.
Are you interested?
Our speciality is customer acquisition with paid media via Google, Microsoft & Facebook.
You know the old saying Ochms Razor? How the simplest solution can be the most logical course of action?
It would be illogical for us to be involved in the logistical side of the business because our specialty is advertising & not the supply chain.
Happy to pay for shipping, all that we ask is for you to take care of the logistical side, and we’ll focus on selling your products.
Would this arrangement work at all?
If so, here's what you can expect from us:
- We we will risk our ad spend to sell your products: We will test, optimise and to endeavour scale your products by risking our own ad spend so you don have to.
- We will endeavour to scale your brand with media buying skills: Starting from $33 a day, we’ve scales store up to $500 a day in 6 months, we start with $33 a day to lower risk (more on risk in a moment) because once google have got your credit card, they’ve been know suck it dry as quick as possible to serving low quality search terms to your store. By starting low, we can collect enough data to look at where we’re selling best, if we are selling more of your products in Idaho, than we are in Munich as an example, we would put the spend behind Idaho.
- We will write persuasive copywriting: This sales letter is a pretty good demonstration of our copy skills, we will write persuasive copy to sell your products.
- We can market your products world wide: We were surprised to discover search terms in the english language in non english speaking countries. In the past we’ve served profitable google ads campaigns in Germany, Brazil, Switzerland with our ads and landing pages all in English. If your business wants to expand into different counties, we can help you do that. We’ve even translated campaigns form English to German ourselves to move inventory, which does take longer to do.
- We will create uniques sales appeals on our landing pages: Anybody can copy the promotion material supplied by the brand & paste the copy into their store, before we create a single word of copy, we research your market because chances are, different people buy your products for different reasons right
- We will offer free shipping: In the past we’ve lifted conversion rates on our store simply by offering free shipping, If the user clicks on our store to see they have to pay for shipping, here what usually happens. They click the back button, search for a different store then buy where they can get free shipping.
- We will adherence to MAPS compliance if there’s certain action we can’t take with your brand then we endevour to not take this dont take this action, especially with MAPS.
- We will be polite: Speaking with a supplier once I accidentally interrupted him because I though he had finished speaking when he was took a breath in between sentences, I apologised for interrupting him. Please, thank you & sorry go such a long way in business relationships, and we would like polite persons from your end too.
So that’s it, if you’d like to continue this conversation.
Here’s our email address & we look forward to a prosperous future with you.
Sincerely.
Hakan Dilek