Everything you need to know about how to leverage Google for Ecommerce.
Google is the largest network in the world for both search and advertising (coming in at over double the size of Facebook), yet most business owners aren’t taking advantage of this massive platform.
In this 5-module training, learn how to use the incredible power and reach of Google to create brand awareness and convert new customers — including how to use AdWords, Search, the Display Network, Shopping, and YouTube.
Table of Contents
THE “HIDDEN” TRAFFIC SOURCE
I mainly called it that to get your attention… AND because it IS actually hiding under almost EVERYONE’S noses!
This traffic source was responsible for my first $Million dollar business.
Remember the wig business I told you about?
My very first Ecommerce store EVER? It was 100% built on this traffic source.
AND THEY SHOULD BE!!!
And here’s the BIG confusion point…
Not all traffic sources should be used for AWARENESS level traffic.
If you’ve been hanging out with me for any amount of time, you know that I look at visibility (traffic) in 3 pillars…
The Hidden Traffic Source With Double The Power Of Facebook
The Three Pillars Of Profitability! Our approach to audience segmentation
Get your brand in front of people who don’t know who you are yet.
Exclude customers / subscribers and target people who look the most like them, in a first attempt to generate leads and sales.
Retarget people who have shown interest in your brand.
Track funnel engagement and communicate based on consumption.
Use special deals, promotions and complimentary products to increase retention and LCV.
But they are not the ONLY traffic sources that are good…
If you’re going to go out there and spend money to generate visibility for your brand
Then you want that “ad spend” to result In the highest ROI possible.
And this is where the “hidden” (okay not- so-hidden) traffic source comes into play for you!
YOU KNOW that on average its going to take 3 “touch points” before someone buys…
But MOST people are ONLY retargeting on Facebook and Instagram…
Why not be EVERYWHERE that could possibly be?
This brings me to my hidden/not- hidden traffic source.
A traffic source that is making me a lot of money and is an easy win for pretty much everyone when used properly!
That Traffic Source Is…
I know, I know… this is what I get every time I bring this up with a store owner
Ezra Firestone – Smart Google Traffic
Module 1: Tech Nasty – Setting Up Shop & Building Accounts
Building your team – The “A” Team of technology. Everything serves a unique role and works together. this session will walk through the creation of accounts and linking everything together for success.
Module 2: Remarketing Setup & Display Ads
We’ll cover list creation, ad creation, using lists from AdWords vs. Lists from GAN, dynamic remarketing, the basics of GDN and more.
Module 3: Brand Search Campaign
This session will cover the importance of building campaigns both for keeping competitors from bidding on your brand terms, and to help your overall adwords account health. This module will also lay the groundwork for anyone who might want to move into using AdWords for prospecting.
Module 4: Google Shopping
Google Shopping is the leading comparison shopping engine(CSE) on the market. Product searches either start on Amazon or Google. We’ll cover Google Shopping as a remarketing vehicle and for brand searches. We’ll also lay the groundwork for using Google Shopping for prospecting.
Module 5: YouTube & Shoppable TrueView.
Combine YouTube pre-roll video ads with Google Shopping (PLAs). We’ll cover gow ti setuo Shoppable TrueView ads as the perfect remarketing vehicle and as great platform to launch new products to existing customers.
Bonus Module: Using Google For Prospecting
We’ll go through how to leverage the Google Ad Ecosystem for awareness/prospecting campaigns!