Arlen
[00:01:46]
Welcome to the e-commerce marketing podcast. Everyone I am your host, Arlen Robinson. And today we have a very special guest Sandeep who is on a mission to help entrepreneurs be successful in their businesses. He believes in his client’s success more than his own. He also has a love for mountains that makes him travel to a hill station almost every month. Welcome to the podcast Sandeep. 

Sandeep
[00:02:18]
Jacqueline for having me here. I love your podcast, the value you provide, and I’m glad to be here. I would love to, you know, become a part of a four-part like for long. And today I go to the opportunity.

Arlen
[00:02:31]
Okay. That’s no problems. And even I’m really excited to talk to you, you know, a little bit about our subject for today, which is really we’re going to be diving deep about Google ads for e-commerce stores, because it’s a big thing. Now, most people know of course, that, you know, if you’re advertising, you’re looking to grow your business, it’s hard to escape Google, you know, they’re the ones that you do have to eventually figure out how to play with, you know, a Google ads. Opportunity is a great way to do that. A great way to increase your sales and traffic. And there’s a lot of options when it comes to e-commerce stores. And that’s really what I want to dive deep into today. But actually, before we do get into all of that, why don’t you tell us a little bit about your background and specifically how you got into what you’re doing today?

Sandeep
[00:03:23]
Yeah, definitely. So you are right. Like Google areas is the like highest priority for the e-commerce store. And about my background, I got like 10 years of experience into digital marketing, specifically into the paid ads. After my graduation in computers, I started in digital marketing with SEO and gradually I improved. I learned about the paid marketing works in a lot of businesses since 2011. And when I started working in the digital marketing field towards exciting to see the different businesses, different business models, actually you can reach out to a lot of, you know, a lot of people by saving, by helping some businesses, crafting them the right message, helping them to spend their money on the platforms like Google and Facebook and get them the actual business from there, which is like, you know, by using some data by the strategies, by the coffee, you can make a lot of difference for a lot of people. 

Sandeep
[00:04:17]
So that’s what excites me because using my intelligence or using our experience, we can actually help both customers and the businesses, the right product to the right customers and right marketing to the businesses, which is the need of the art right now. A lot of people know about Google ads, Facebook ads, but how to do them, right. How to get the maximum return from there is the challenge that a lot of people see, they are not aware because Google is very complex advertising platform as it is Facebook. So since she has moved the iOS 14 update, a lot of ad account suspension, and it’s getting tricky day by day to advertise on the Facebook. So the last 12 months, and even after the four week time, we have seen the Google, like the clients that we are working with, we are working for all type of e-commerce clients, small and startups, medium size, big size. 

Sandeep
[00:05:10]
And we have seen tremendous growth there, like YouTube, their displays, their shopping app there recently, Google announced a lot of new features with the shopping ads. Like now the customers can pay directly with the Google, the Shopify, like, you know, you don’t, they don’t have to go to the, to the other vendors checkout. They can simply checkout with Google that will increase the conversion rate by 60%. And in their new ads like discovery. And they have enabled them as shopping ads. In addition to that, they provide a lot of three distinct shopping apps and there’s working platform is the competitor of Amazon. So Google is taking a lot of actions and doing a lot of, you know, initiations in the e-commerce space. And we have seen that it works at three, four, all of the pod print on demand or B dropshipping based the fashion, the, the beauty cosmetic healthcare, every industry actually works very, very well with Google. And the one big difference is that the distance between the traffic, Google is more intent-based traffic or Instagram or Pinterest or Snapchat is more interested or, you know, so that is a one mobile, very interesting, and it delivers better ROS, a better ROI. The average client that we work with, like get 2.5, three X ROS. So that’s the minimum benchmark we have seen with our clients. And we have seen the accounts getting eight X ROS, 10 X ROI. 

Arlen 
[00:06:45]
Thank you for sharing that and giving us a little bit of background on what you’re doing with your business ROI minds. And as you’ve already mentioned, you know, things that really just exploded, partly because of COVID-19 where so many more businesses of course have had to shut down their brick and mortar locations and are focusing a large part of their efforts online. And they know, like I said earlier, in order to get a, a solid presence to increase your traffic and visibility, you gotta play well with Google. I don’t these days, I don’t think there’s any way around it. You know, as far as whether you’re going to go the paid route with via the Google ads that we’re going to be talking about, or whether you go the organic route where you look to optimize your website and your store for the organic search listings in Google. So I think either of those ways are things that these days I think are there is something that you definitely have to consider for your e-commerce business, for sure.

Sandeep
[00:07:41]
Yeah. If you are looking to, for a long-term game and build the market, build an audience, something you can not ignore anymore.

Arlen
[00:07:49]
Definitely, definitely. Well, you’ve kind of already briefly described some of the options that are available with Google ads, because they’re actually quite a few now, a little bit different than when they first started when it was just when it was Google ad words, but of course, you know, they rebranded it. It’s now Google ads. And so they have a few options now that are available specifically for e-commerce businesses. And why don’t you kind of break it down for us. If I’m an e-commerce brand I’m looking to advertise via Google ads, what are all of the different options available for an e-commerce store view? The Google ads platform?

Sandeep
[00:08:23]
So Google is like, you know, only grail for the e-commerce, like you had mentioned about a lot of brick and mortar businesses had to shut down due to the Providence situation. So Google recently announced that if you don’t have a website, it’s okay, you can still advertise your products with Google ads to feed. Like you can just make the product and upload it to the Google merchant center. And you are up and go to run your local ads, which means without a website, even you can run your ads, you can send you a product. And specifically for the e-commerce I would say the best type of advertising is that Google shopping ads. So what, which will be gets the show, send you the very affordable traffic because search traffic is expensive. Average CPC counts like $1 random book, but shopping ads, the jar, they get like 0.4 to 7.5, 7.50 cents 50 cents. So that is still an affordable traffic and it can work better. Like it can work two to 5%. 

Sandeep
[00:09:25]
So what we are looking at is the one type of campaign stat, any e-commerce store, super launch, and then is the search campaign search campaigns are like specifically, their brand can rant on their product specific campaigns or mentioning their product names. If they have any unique product or a very specific search terms to their products, then the dynamic remarketing to make sure that whatever practically they are getting on their website, they are retargeting with the Google display ads. And these three campaigns are most, if someone has good budget and they are looking to scale them, they can go for the YouTube Google discovery campaigns, which shows the ads into the feed. And in some other places like display YouTube and desktop, and it will be YouTube ads are performing very, very well right now, if done properly, someone has done video content as a lot of e-commerce stores are already doing the Facebook ads and they have the video content available there. So with YouTube where it can be extended better, the brand bending of the e-commerce channels become good and it helps in overall scaling of the templates.

Arlen
[01:10:37]
Gotcha. Gotcha. Yeah. Thank you for breaking that down. What to kind of circle back into the, the Google shopping app, because I think those are really huge these days. And I just know from my own personal experience for listeners are not familiar with those. They’ve probably seen, it may not have known what they were called, but let’s say you do a search for a physical product. Let’s just say wireless headphones. For instance, if you do a search in Google, the Google shopping ads are going to be that display bar that goes horizontally. That basically shows you a picture of the particular product shows you, the pricing shows you the brand, and it shows you a believe that shows you some ratings depending on the particular ad there. And so you can really see visually everything, almost everything you need to know. So like, if I were to type that in right now, these days, of course, here in the U S some of the larger brands, if I did a search for wireless headphones, I probably would see best buy. 

Arlen
[01:11:29]
I probably would see some from Amazon and some of the larger retailers, but some of the brands will be listed in there as well. And that is really a key placement because it appears, you know, at the top of the page and really just from looking at it, you can actually count almost formulate a decision. You know, these days, many people are price conscious. And so a lot of times everybody’s looking for the lowest price. And so from just looking across horizontally at that bar, you can say, okay, best buy has the lowest price for these particular headphones. I’m going to just click that and go there. And it takes you right to that particular product and makes it, 

Sandeep
[01:12:08]
And if someone has inventory where they play on the pricing, which shopping is like, you know, best. So if you have like, but there are some of the brands which don’t have the price advantage, but they have other advantages. Like the shipping quality would reviews back, but that can also be added into the smoking ads can be shown into the prominent space. Like you had mentioned, when someone search on Google, they see the picture, they see the price, they see the name, they see the reviews, they see discount and whatever. So you can basically show five sixteens within the property image and which people see that they can see, like they can compare four, five vendors at same time with the price and everything, and the take, the informative decisions from there and the vitamins. 

Arlen 
[01:12:55] 
Yeah, definitely. And what I’ve kind of come to realize is with those particular ads, a lot of times, if you’re doing searches for, let’s say, particular product names, or maybe model numbers and things like that, you’re going to get those ads there. And what I found is a lot of times you don’t really need to even scroll down a lot of times. I think you can just take a look at those. And I find myself personally, when I’ve been looking for different products, that a lot of times, I just look at that I may not scroll down at the other paid listings or even the other organic listings. And so, especially on a mobile device as well, 

Sandeep
[01:13:29]
Exactly the key of the Google shopping ads is the theme. So it is very important that the field that you are uploading to your merchant center is very well optimized, and it has all the information needed by the past month and by the Google to rank it for the specific search terms and the keywords, because a lot of people to do the upload, the photos, and they don’t provide the proper information on the product page, and then they don’t get the relevant. And this, the thing that movie is not working while they had a is not proper. So it’s very, very important for the e-commerce store for running Google ads or trying to run the Google ads and shopping that your product feed, that is where you have to spend 80% time in Google. And that is where you have optimize it for Google’s shopping fields. You have to make sure that your keyword search terms are in your title. They are under the descriptions, and you have very informative prescriptive description product page, which helps do, is it helps in the Google shopping ads. And it also helped with the organic SEO. 

Arlen
[01:14:28]
Yeah, definitely. Definitely. So yeah, the optimization is, is key in order to be able to have a prominent display there. Yeah, you definitely have to do the optimization. You really just can’t throw something up now with these different ads. I know a lot of new businesses, startups or businesses that have not gone the Google ads direction, you know, as you’ve mentioned, there’s a few options. How does a brand really, which type of ad is really best to start with? Is there a good rule of thumb for that?

Sandeep
[01:14:59]
Well, which shopping ads would be the first to book, like just basically set up the field, set up 10 center and it’s very easy to do so you can just enable the village shopping campaigns and along with it, the subjects stock your specific, your brand name and your product names. These are very, very important.

Arlen
[01:15:16]
Gotcha. Gotcha. So it was definitely number one to start with, from my own experience, dealing with our marketing teams and the things that we’ve done here with our brand OSI affiliate software. We’ve, I’m familiar with one of the things that I think businesses can kind of often struggle with and that when that comes down to the cost per click and the budgeting aspect of it. So when you’re creating these ads, you know, that’s an element of it. And, you know, depending on the particular category of your business, the industry that you’re in the cost per click can be, you know, it can be low, it can be high. You know, if you’re in a super competitive niche, it can be really high. How do you really determine the proper budget, the proper pay-per-click amount to get the right visibility and to not break the bank so to speak, you know, you don’t want to, well, you can burn a lot of cash going this route. So what’s your best advice on that?

Sandeep
[01:16:10]
That is where you have to basically do some research in each. Google has a tool keyword planner, which gives you the exact, such a young, how much, how many people are looking for this specific search term or for this specific keyword. Like you had taken the example of wireless headphones. So if I go into the viewer planner and type wireless headphones for the location of us, I will have the exact number of people who are looking per month in Google for that specific query. Let’s say it’s a. So if 10,000 people are looking per month, that means I have to get like 300, you know, like being a hundred people per day or more like I have the chance of sharing that number of peaks. So then you have to come up with the budget where you can get Sydney and number of clicks on your website. It also show you the CPC in the keyword planner, what can be the expected CPC of debt you have, let’s say it’s a $2. So you can, then it can average, let’s say you have, you want to get 40 or 50 clicks a day of that specific product. So you can keep your budget accordingly, like $50 or $60. But if you have a small budget, then you can start on with the $20 a day per campaign, and then you can always end up on. 

Arlen 
[01:17:27]
Gotcha. Gotcha. So you really have to get a handle on your budget first. What is it your you have available to spend on this and then really just kind of go from there and then figure out what a daily spend amount

Sandeep
[01:17:41]
Exactly you, and you need to figure out how much traffic you need. What is the cost of the keyword that is showing in the keyword tender and homeless woman? Because you have to identify that the intent of the keyword, is it the whole intent or intent or the warm Indian? So based on that intent, you can put more bits and the less, let’s say wireless headphones, it’s like a more old intent because you don’t know, are they looking for the buying or the looking for information or considering the different vendors, but if someone searched for by wireless headphones or best wireless headphones at the better intent, they, they they’re intended better. They are moving for the best wireless headphones. And then you can bid more aggressively on test specific keywords for that. You are, you get challenged to show your ad on the first time, okay. From there and then can make the seats.

Arlen
[01:18:35]
Yeah. Yeah. That makes a lot of sense. The intent behind it is, you know, really key. And like you said, using the keyword of by wireless headphones, obviously something like that, you know, somebody is looking to buy it though, or best wireless headphones, top wireless was those types of particular keywords will give you that intent where people are more willing to purchase rather than being so broad. And, you know, if somebody were to just type in wireless headphones, they could just be looking to do some research, you know, it’s, that’s pretty broad. So yeah, that definitely makes a lot of sense, Sandy. And, you know, as we get ready to wrap things up in your experience from the things that you’ve been doing with your company, ROI minds, and just in general, your overall knowledge of different brands, if you don’t mind sharing some businesses that you’re familiar with that have been successful with Google ads and what are some specific things that they’ve done to be successful with them. 

Sandeep
[01:19:29]
So we have actually worked, like I had mentioned, we are working with a lot of businesses in the Google ads, like from DOD, from print on demand to insomnia in health care needs in the cosmetics niche, fashion needs. We have basically in lot of different domains. So there was an aged people store that we are working right now, which is in the health niche. And they provide a subtly managed to enhance the energy and the metabolism. So with Google ads, we are running like four, five type of campaigns for them when shopping ads, search ads, display ads, discovery ads, and the YouTube ads. And like I had mentioned in my earlier discussion that we have to use basically the different type of campaigns to grab the audience and build the brand because you can use that revision window very well into the Google ads. They actually attribute the performance and analytics.

Sandeep
[02:20:23]
It is much better than that. The Facebook tracking is much better than the, because you have analytics, you have Google tag manager, you have Google conversion tracking implemented. So any clique that you are getting to campaign or search campaign stopping campaign, we have to get to know which one is actually getting to the best sense. And there, you can scale it up. Then we had worked with a lot of DOD bands, which are in the fashion niche into the canvas, into the pet category. And we had seen very good growth because people actually search for gift ideas that give ideas for those ideas and those things to people, and they get the conversions, they get the seats

Arlen
[02:21:06]
Gotcha. With the Google ads. It definitely seems like the businesses that are successful, at least the ones that I’ve actually seen that are really successful with it usually kind of go all in with it. I think what, actually, one of the things that I was just thinking that I wanted to, to hone in on is you mentioned that if you’re comparing Google ads with Facebook ads, that you have the power with the amount of analytics and tools that are behind Google, that aren’t there, you know, Facebook does have their fair share of ad management tools and information. And of course they have a whole plethora of demographics on people. That’s all obviously available, but when it comes down to the analytics and having everything tied together, like you said, with the tag management, the analytics platform, all of that, it really gives you a lot of data. Yes. Insights, definitely so that you can make proper decisions on it. So that’s, I think the advantage to go with the Google ads, for sure. That makes a lot of sense. Well, Sunday day, it’s definitely been awesome talking to you. You know, I’ve definitely learned a lot about the Google ads platform. As we see with e-commerce businesses, there’s a number of routes that you can go into. It doesn’t matter what type of business that you have is something that you really want to consider no matter what it is that you’re selling. For sure. Yep. 

Sandeep
[02:22:27]
And yes,

Arlen
[02:22:30]
Correct.

Sandeep
[02:22:31]
Oh, in anything in electronics or anything in fashion is booked.

Arlen
[02:22:36]
Gotcha. Gotcha. Electronics, fashion. Those a good,

Sandeep
[02:22:40]
Very good furniture is furniture. Home improvements are very good.

Arlen
[02:22:45]
Okay. That’s definitely good to know. One of the things I think with those, that those types of businesses, you said, the furniture, electronics, home goods, those are things that lend to the visuals. And so if you have proper visuals that go along with it, then, you know, you can train people.

Sandeep
[02:23:05]
One thing, plus the search intent, like someone is searching for own furniture and they are looking for home furniture and it can show your product. They are lending pills and be very good for you wipe the same and always has high posts. So lose all this ISO any product, which is like I have high order value is like,

Arlen
[02:23:29]
Yeah, definitely. Definitely. Yeah. Sounds good. We appreciate that advice and that tip and that makes a lot of sense. Well, I’ve always liked to switch gears here with my last closing question, just so our audience can get to know you just a little bit better. So if you don’t mind sharing one closing fun fact with us that you think we would be interested to know about you.

Sandeep
[02:23:46]
Okay. So imaging actually with Google ads, what we have noticed that we started with some brands who are doing like seven, eight figures on Facebook, but they were not, they were not using Google at all. And when we started working with them, we were able to get six figures per month in Google ads three months. So that was very exciting for us also, because to do from scratch and get into the six figures within three, four months. That was very exciting.

Arlen
[02:24:15]
Yeah. Yeah, definitely. That’s huge with six figures within three months and that’s, that’s quite a testimony there and just goes to show the power of it. Yep. Definitely. Well, thank you for sharing that, Sandy. I really appreciate it. And thank you for coming on today. And lastly, before we let you go, if any of our listeners want to reach out to you and pick your brain anymore about Google ads or any other type of digital marketing subjects, what’s the best way for them to reach you?

Sandeep
[02:24:41]
So definitely you can reach me on the multiple platforms. First of all, you can reach me through the website to Ottawa and can submit the form or sending me an email. Then I also have a Facebook group where we have like more than 6,000 members we had, I published a lot, a lot of content about the Google ads and e-commerce growth again. So you can find a group on the Facebook and you can join that it’s public group. You can join your directly, or you can also reach me on the WhatsApp. My number is mentioned on the website again and yeah. So that I can be reached.

Arlen
[02:25:13]
Okay, great. That sounds good. Well, thank you for sharing that, Sandy. I definitely encourage people to everyone to reach out to you so I can pick your brain and definitely check out that Facebook group. It sounds like that’s really active. You have got over 6,000 members on there. Okay, great. I’m definitely on go ahead and check that out and join myself so I can say a part of your community and see what you guys have going on. All right, Sandy. Well, thank you for joining us today on the e-commerce marketing podcast. It’s been a pleasure to talk.

Sandeep
[02:25:42]
Thank you, man. Samia, take care. Bye bye. Bye. Bye bye.

speaker 1
[02:25:47]
Thank you for listening to the e-commerce marketing podcast. 

Podcast Guest Info

Sandeep Kumar
Founder of ROI Minds