How To Get More ROI On Google Ads

For those who’d prefer to watch rather than read, I made a video which goes a bit more in-depth.

Here's how I'd lower customer acquisition costs if I was running Google ads for my own brand.

It doesn't have anything to do with Google, takes about 1-2hrs to do, and is simple.

What I'm referring to is a good welcome flow.

I’m going to tell you the 80/20 of a good email flow, including exactly what to write for each email, so you can set one up today.

A welcome flow is a series of 5 to 8 emails that you send to customers who opt in to your email marketing.

I see brands with no welcome flow quite often.

And my advice is, despite running ads...

Stop putting off setting this up for the future.

It is far easier to lower your cost per new customer by doing this than optimising your Google ads.

There are 3-pillars to a good welcome flow.

1. A good opt-in offer.

2. Popup form that's not annoying.

3. 5-8 non-pushy emails. (I explain what to say in each below)

See how easy it is...

Step 1: A Good Offer

Most brands use a discount or money off.

This works well, and is simple to fulfil.

Use the pricing rule.

If your AOV >$100 then give a dollar amount off.

<$100 you should offer a % off.

20% off a $20 order sounds better than $4 off.

Step 2: A non-annoying form

Use Shopify Forms for a free way to do this.

Keep it simple. No spinning wheels.

Don’t annoy people.

Make it pop up ONLY once after 5 to 10 seconds of them landing on your site.

And make the dismiss button visible.

For design, use a good lifestyle or product image, and some simple copy that explains why people should sign up.

Your popup form should get a 6 to 12% opt-in rate.

You must A/B test at least monthly until you're getting 6%.

3. 5-8 Emails

These need to be non-pushy emails.

You're building trust, reminding them that you exist, and teaching them something.

Email 1: 

• Welcome them to the "family" and give them their discount.

• Make sure it's clear, with a big button that takes them to your website and applies the offer when they click it.

Email 2: 

• Introduce yourself / the brand.

• Why you started.

• What's your mission.

• Who you've helped, etc...

• But keep it short. Nobody's going to read a long essay.

Email 3: 

• Show off your reviews.

• Bonus points if you have images of the customer with your product, and a star rating.

Email 4:

• Gentle reminder of their discount.

• Go into what sets your brand apart, whether it’s shipping times, ingredients, materials etc...

Email 5:

• Apply some urgency.

• Let them know their discount is going to expire soon and actually make it expire. Don’t lie, as pushy sales tactics will degrade your brand.

• Show off your best-selling product/s so people can find what they're looking for.

I hope this email was useful and actionable.

If you enjoyed it, please let me know.

And if you’d like some help with your paid advertising strategy, then book a call by clicking the link below.

Cheers,

Myles