Another Friday Feedback has come and gone.
On June 1st, 2018 our own Andrew Maff sat down with Yariv Dror, He is the co-founder and CEO of StoreYa, to talk about Adwords and how any merchant can automate Google AdWords on his own.
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FOLLOW ALONG WITH YARIV DROR ON AUTOMATED GOOGLE ADS
Yariv Dror: My name is Yariv Dror, and I'm the co-founder and CEO of StoreYa, StoreYa.com. We founded StoreYa six years ago. We have 15 tools supporting 200,000 merchants, eCommerce merchants from 186 countries all over the world. We're actually going to IRCE next week. If you're there, I'll be happy to meet you all.
Andrew Maff: Oh, yeah. See you there.
Yariv Dror: Yeah, definitely. We're based in Tel Aviv, Israel, but we're taking the trip to Chicago to see all of you.
Andrew Maff: See what's going on. That's a flight. How long is that flight?
Yariv Dror: Too long. It's two flights, and it's at least 16 and a half hours door to door. Yeah. I hope it will be worth it. We went five years ago once, and just have enough funds to do it again.
Andrew Maff: Oh, yeah? There you go.
Yariv Dror: Yeah. Our flagship app in the past two years is the Traffic Booster. What it does, it automates Google AdWords and setup real-time optimization and reporting. We actually only need the merchant's domain in order to use the full arsenal of Google AdWords, meaning search, dynamic search, dynamic remarketing, shopping. You name it. We automate it. We are one of only 500 AdWords resellers worldwide. Google really likes what we are doing. We work very closely with them. I thought of taking advantage of this spot here today, and thank you for inviting me and share some insights on how any merchant can automate Google AdWords on his own.
Yariv Dror: Of course, if someone get the recipe today and wants us to cook, we will be happy to cook for him, but I will share the recipe as it is and as we use it, and not like family recipes when people take one ingredient off. I will share everything. I hope that it will be useful for our listeners today. I see someone commenting if we're doing AdWords or Facebook. We do both, I will share about AdWords here today. We do have Facebook ads solution as well.
Andrew Maff: Let's stick to AdWords. Let's backtrack real quick. You don't need access to the merchant's AdWords account. You just need the URL?
Yariv Dror: Yeah. We actually generate AdWords account from our end because we have API with Google and we have all the automation that we need. All of the API and Scripts are running on our ... We have an agency account and MCC. We just open a new account for each new merchant, and we really don't need anything beyond the domain. We just know how to set it up from our end.
Andrew Maff: In terms of the shopping ads, you don't need Merchant Center, I assume, so it's just crawling the site.
Yariv Dror: No. No. For shopping, we do need to get-
Andrew Maff: Oh, okay.
Yariv Dror: Either we have the merchant sharing with us the Merchant Center or allowing us to claim it, but that doesn't need anything from the merchant. If he doesn't have a Merchant Center, that's okay, and we would just open one for him. We have an agency, it's called MCA, the Merchant Center for Agencies, so we can just open as many of these as we need. Normally, we just start with the domain, and run search, run dynamic search, and put shopping and remarketing as a second phase, but we can do it anyhow.
Yariv Dror: What I sought to discuss today is the dynamic search. Dynamic search has, really, a lot of advantages because the traditional Google AdWords search would require for you to come up with keyword research and the ads and landing page that is related to each other or each group of ad. The DSA, the dynamic search ad really takes a lot of the burden from you, and just let Google AdWords to do what Google does best, crawl through your site and come up with the most relevant search terms and direct each of the ads to the most relevant product page within your web store,
Yariv Dror: It's really an amazing tool. I would urge anyone to try and use it, but I will give a few pointers and a few disclaimers. First of all, who should use it? If you only have one or two products, then it's not for you. The forte of this tool is you have at least 80 to 100 index pages over Google, so that Google have enough data on your web store, and it come up really with relevant search terms. It's an easy check for anyone, just go to the URL bar, and before your domain, type site columns, and see if you get at least 80 index pages. That's one disclaimer.
Yariv Dror: The other disclaimer is that it's a very efficient tool, but it still needs your optimization. If you only come up with the dynamic search ad because someone from StoreYa told you and don't care about the optimization, then Google will just do what they want to do and spread the largest net of search terms that they can and spend your money. If you don't optimize it correctly, then it's going to be just a waste of money. It's an amazing tool, but I will walk you through in a few minutes of how to set it up correctly, optimize it correctly, and use it reporting. So far so good.
Andrew Maff: Yeah, I'd love to hear how the user is required to manage it so that nothing crazy happens and they spend way too much because I've seen automation get really ugly really fast with someone who is inexperienced. Tell me how can you make sure that, obviously, something like that doesn't happen to a merchant?
Yariv Dror: Yeah. First of all, the setup. You need to predefine to Google which part of your site do you want to be directed with traffic. If on top of your web store you also have a blog, then you should consider removing that part from the DSA, from dynamic search ad because, obviously, it will be less converting and less worth your money, so just don't send paid traffic towards your blog, or at least don't pay the same that you would've paid for traffic to your web store where you get conversation and other. Other thing, if you have categories or collection within your web store for which you have a smaller margin, then you can exclude those as well or just include the ones that are your best sellers and your best margins, so you're paying for something that is efficient for you at the end.
Yariv Dror: Next step of the setup, budget, you need to define either monthly or daily. We usually use a daily budget, starts
small and ramp it up when you start seeing a conversion. It comes hand in hand with the bids. Here, we do a little trick that you can automate from your end as well using Script, if you will, or just do it manually. What we do is we start with any bid, let's say, $1, and we come the next day and see if we managed to spend the entire daily budget. If we have, we decrease the bid by 10%, and if we haven't, we increase the bid by 10%. We keep on doing it every day. It's easy if you use Script or API, but you can also do it manually.
Yariv Dror: This way, we find the balance, the most effective balance, the most effective bid for each specific campaign. Of course, even when we find the balance, we continue doing it because the balance is temporarily. You have seasonality. You have competition changing. Everything is changing and the auction goes on, and you need to make sure that you're still ahead of the game. It's a very effective method, and we it across the board with dozens of AdWords account, but you need to keep on doing it.
Andrew Maff: Yeah.
Yariv Dror: That's for the bid. Other segments that you need to take into account when you're setting it up, the DSA, the mobile, gender, and age, all the segments that you can look into your history, let's say, your Google Analytics, and see how well your web store converts on desktop versus mobile. If it converts three times better in desktop, then you should modify your bids accordingly. Only give one-third of your bids to mobile potential customers. Again, this is something that you need to do in the setup phase. You should probably check it back later on because maybe you changed stuff in your store. Maybe some of your products are more relevant for a specific age or gender if you change your inventory, then this is something that you need to keep on monitor and come back even after the setup is done.
Andrew Maff: Yeah.
Yariv Dror: Most of it you can do in that setup phase is day of the week and hour of the day. You can check it out on your Google Analytics and define, and set it up accordingly on your AdWords. That's about the setup, and let's talk about optimization, which is my favorite part. AdWords, really, with the DSA, AdWords really took a lot of the burden off our shoulders, but as I mentioned, it does cause you to be very strict with your optimization. Otherwise, the large net of search terms is just going to eat your budget and not going to be effective. The way that you optimize DSA, dynamic search ad, is by excluding some of the search terms. AdWords will start with the largest net that they can, and you well to remove some of them.
Yariv Dror: The way that you start, you don't have conversion at the beginning, so the way that you should start, and this is what we do, is according to click-through rate. If you got impression to certain search terms, and they didn't get any clicks. From the one hand, you can say, "Okay, I didn't pay for them. What do I care?" You need to care because AdWords will care. If you get a lot of impressions and no clicks, then you are not paying, but in the long run, AdWords will make you pay. It's either going to increase your cost-per-click when you do get clicks, or it's just going to not expose you. You need to remove, let's say, any search terms that got 200 impressions and no clicks, just give up on that one.
Yariv Dror: Another benefit of excluding such search terms and that is you are actually making room for Google AdWords to come up with other search terms instead of the search terms that didn't work for you, and maybe that search term will work better. That's the beginning of optimization using CPR, click-through rate. The next stage is, hopefully, when you start getting conversations, then you should definitely start optimizing it according to the conversion. If a search term is getting more and more clicks and cost and is not effective in terms of revenues on ad spend, then start excluding such search terms as well.
Andrew Maff: Got notes?
Yariv Dror: Yeah, of course. This is not my first language. I need to be ready.
Andrew Maff: Yeah.
Yariv Dror: Yeah. That's for optimization. Reporting, last but not least, we see 80% of the merchants lacking the useful reporting using Google Analytics. It's something that is relatively easy to do, and you only need to do it once, but people are not doing it at all. I'm referring to large merchants as well. What we see is that they don't filter out their own domain and their own getaway service like PayPal or whatever they're using. Then when we try to optimize according to the Google Analytics, we just don't know which channel of traffic converted because PayPal is written as a channel of traffic where it's obviously just a getaway service and not a channel of traffic.
Andrew Maff: Yeah.
Yariv Dror: It's relatively easy, but it needs to be done. Again, we see just plenty of merchants not doing at all. Obviously, you can't optimize without proper reporting. It's very important to do it. That's our recipe for Google DSA, dynamic search ads. We have actually automated all of this. If someone doesn't wish to go through all the steps and repeat it, keep on monitoring and optimizing them, we are happy to serve you with it with our Traffic Booster. We also have another app that we recently launched. It's called Benchmark Hero. It's a free app that actually crawls through your web store and compares it to seven and eight-figures store and lets you know what action items you can do from your end in order to get your store to perform better in terms of technical, marketing, shopping experience. We just compare around 20 sections of the store, and we just give an output of this is what you can do in order to improve the shopping experience and the conversions and everything. I invite everyone to use that as well.
Andrew Maff: I really appreciate it. That was awesome. It's like a whole walkthrough, which is great. Thank you for doing this with us. Why don't you close out? Let everyone know where they can find you, StoreYa, everything about how they can sign up and all that fun stuff, and let's do that.
Yariv Dror: Sure. It's StoreYa.com, and I urge you try out the Traffic Booster and Benchmark Hero, two of our apps. If you're in Chicago next week, I love to meet each and every one of you. I see comments here. What amount do you recommend for a new store? I normally go according to what the cost-per-acquisition works for the merchant. Let's say that an average order is $100, then I would try and spend not more than $200 and see at least one conversion so that I know that I'm on the right direction. We start with as low as $120 for advertising budget just to show the initial return on ad spend. From there, the merchant, on his own time, can extend the advertising budget once the ROI is positive.
Andrew Maff: Perfect. Thank you so much, much appreciated.
Yariv Dror: Thank you.
Andrew Maff: We're going to leave this up on Facebook. We'll put it over on YouTube. It'll be out there forever.
Yariv Dror: Cool.
Andrew Maff: Thank you so much. Enjoy your night, and have a good one. I'll see you next week at IRCE, all right?
Yariv Dror: Great. See you.
Andrew Maff: Have a good one. Bye.
Yariv Dror: Bye-bye.