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Marketing Breakdown

If I were running Google Ads for Gymshark

This is exactly how I would do it
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Gymshark is a worldwide fitness empire
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The goal here isn't just profitability at scale. The goal is going head to head against some of the largest clothing brands in the world

Win

Scale

Repeat
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Let's break that goal down for the US, We’ll maximize their 2 greatest strength
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1. strong organic presence

2. social influencers
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Brand Awareness isn't an issue here
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We need to position ourselves against competitors + show why our products are superior
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Let's use $100k budget
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Before we break down the strategy
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We need to get a baseline of our current customers & audiences already interested in our products

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Phase #1: Analytics Deep Dive

Here is the checklist on doing that:

1. Review Acquisition

> how are we currently getting our top-performing traffic?

> what traffic is better/worse than our baseline?

> review traffic by each channel

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2. Analyze Audiences

> find your top and worst-performing segments

> what sticks out that we can leverage?

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3. Research Interests For Future Targeting

> this data can be leveraged for PPC campaigns to curve the learning period
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Now that we understand who we are targeting, we can shape our offer to meet these interests and intent
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Phase 2: Product & Data Feed Optimization

Let's use "Gym Joggers" for our example

Here is what our customers will see with us and our competitors
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As you can see here competitors are right there when our customer has to make a decision

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So how can we maximize our chances of converting?
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First --> we focus on the backend for the algo ​
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Second --> best practices for product ads

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1. Focus On Relevant Data Feed Attributes

> Brand / Product Type / Color / Size / Gender / etc

> More info Google has = more success

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2. Title Structure

> We don't want to keyword stuff, but give as many relevant details as possible

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​3. Descriptions

> Answer user objections and common fears

> ex: shipping, true sizing (a big one for apparel)

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4. Other Best Practices

> Use search term report (paid/organic) for high-converting queries

> Mirror product info on website

> Most important info is 1st
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Phase 3: Google Ads Strategies (finally!!)

We're going to break out campaigns by their unique purpose
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• Awareness (Top-Funnel)
• Commercial Intent (Bottom-Funnel)

Awareness (Top-Funnel)

1. YouTube: Affinity & Placement Targeting

2. Discovery: Similar To audiences

3. Search: Broad keywords w/ smart bidding

4. Display: Competitor Website Visitors

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Let's break down the Display Competitor campaign

(IMO, the best way to target competitor customers at scale profitably)

Competitor Display Breakdown

Who are the main competitors?

> Nike

> Young LA

> Alpha Threads
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Let's target their customer base for pennies

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1. Create custom intent audiences for each competitor

2. Target each audience separately in sep ad groups

3. Bidding: max conversions

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Commercial Intent (Bottom-Funnel)​
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1. Smart Shopping: All Products

> This is the bread n butter campaign

> Allow testing and then scale to $1,000s/day

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2. Search: Phrase 2.0 w/ eCPC

> Utilize broad campaign for new keywords

> Review analytics queries
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3. Search: Brand

> Crucial for attribution and competitor defense

> Use Absolute Top IS

> Attribution is DD or Last Click (think about sales cycle)

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That's how I would use $100k in Google Ads profitably and then we can scale to the moon.

Interested in profitably scaling your eComm store to $100,000/mo?

I have 2 spots left in September for Shopify brands looking to expand their PPC campaigns

This is a monthly program designed for eCommerce brands doing $30,000+/mo in revenue and are currently running Google Ads or Facebook campaigns.

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