Feeding the Beast - How We Turned a 10,000 SKU Construction Store into a Profitable Shopping & Lead Machine - HeroConf

Transcript

2. X The beast
3. can-do-digital.co.uk Hello!
4. What you’ll learn today What to focus on to get results in an ecomm account Where the skeletons in your account live How to achieve commercial growth & feed the beast can-do-digital.co.uk X
5. can-do-digital.co.uk Time for a story.. X
6. can-do-digital.co.uk Does this sound familar? X
7. Google holds so many businesses hostage.. Most of their traffic is paid They haven't built up organic following or presence in market They’re reliant on promotions and slashing prices to get marketing share It’s the difference between being able to take your family on holiday can-do-digital.co.uk X
8. can-do-digital.co.uk X The Problem
9. The paradox of choice can-do-digital.co.uk X
10. Hold up can-do-digital.co.uk X
11. can-do-digital.co.uk X So how did we fix it?
12. Step : Make things manageable Product Category Total SKUs Monthly Search Avg. CPC Conv. Rate Margin Comp. Go/No-Go Score Strategy Traffic Cones 650 22,200 £0.48 4.50% 48% 12 95 CORE FOCUS Traffic Barriers 200 14,800 £1.35 3.20% 38% 24 85 CORE FOCUS Trench Covers 150 5,400 £2.40 1.80% 42% 8 81 CORE FOCUS Road Ramps 850 8,100 £1.10 2.10% 30% 18 64 Secondary PPE & Workwear 4,200 110,000 £0.95 1.40% 15% 45+ 52 Slashed Temporary Signs 1,200 6,600 £0.75 2.50% 25% 30 48 Secondary Bollards 600 27,100 £2.10 1.20% 35% 15 45 Secondary Ground Mats 400 4,400 £3.50 0.90% 40% 12 38 Lead Only Site Essentials 2,800 18,100 £0.60 1.10% 12% 50+ 18 Slashed Misc. Spares/Parts 5,600 1,200 £0.30 0.80% 10% 5 12 Ignored can-do-digital.co.uk X Score = (Margin*0.4) + (Conv%* 0.3) + (SearchEfficiency*0.2) - (CompDensity*0.1) Gateway product Pick 100
13. Check the numbers.. can-do-digital.co.uk X Source: Google Trends Evergreen?
14. can-do-digital.co.uk X The client’s mindset also changed
15. Step : The brilliant basics can-do-digital.co.uk X Quality scores through the floor 4 broken landing pages Poor to average ad strength across the board Msspellinggs like you wuoldnt blieve! Presense & interest activated!
16. They make more of a difference than you’d think can-do-digital.co.uk X QS - 4/10 CPC - £1.77 QS - 8/10 CPC - £0.96
17. Aligning the search terms with structure X
18. ..particularly for that pesky PMAX can-do-digital.co.uk X
19. Cr*p data in. Cr*p data out. can-do-digital.co.uk X Channable Shopify GMC
20. with 20% off to sweeten the deal can-do-digital.co.uk X
21. It’s easy to be boring can-do-digital.co.uk X
22. Preditable growth can-do-digital.co.uk X
23. But what about those high value leads? can-do-digital.co.uk X
24. Step : The Big Timers can-do-digital.co.uk X
25. Changing the game can-do-digital.co.uk X
26. Backing up with data can-do-digital.co.uk X
27. All optimisable within Google ads can-do-digital.co.uk X
28. Final boss: Harness AI can-do-digital.co.uk X
29. How it actually helps me can-do-digital.co.uk X
30. There’s a script for everything can-do-digital.co.uk X
31. But make sure you have guardrails.. can-do-digital.co.uk X AI Human Human
32. The bit you’re all waiting for can-do-digital.co.uk X
33. After 3 months, we’d hit new records can-do-digital.co.uk X +22% +37% -13% Month 1 CPCs (MoM) Month 1 CTRs (MoM) Month 1 rev (MoM) +61% +57% -19% Month 3 CPCs (Q3 YoY) Month 3 CTRs (Q3 YoY) Month 3 rev (Q3 YoY)
34. What should you do NOW? X Clear out the skeletons Narrow the focus Implement profit first tracking can-do-digital.co.uk
35. can-do-digital.co.uk/state-of-paid
36. Thank you! can-do-digital.co.uk