Vincent Beima | Supernatural Advertiser
@vincentbeima
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$80M in Google ad spend, over $300M in tracked revenue. I scale 7 and 8 figure DTC brands.
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Joined January 2022
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Pinned Tweet
Media buying is a superpower.
Learn it and you'll never worry about money again.
Here are 21 tips that will make you a better Google Ads media buyer than any $1997 course out there.
🧵 THREAD 🧵
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895
We’ve been running Google Ads campaigns since 2008.
Believe me when I say:
Performance max will change the platform for good.
Here are the 5 audience signals we use to accelerate performance for our 8-figure clients.
🧵 THREAD 🧵
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My team and I have driven over $150 million in revenue with Google Shopping.
The
#1
reason why is superior campaign strategies.
Here’s our Shopping + pMax campaign blueprint to boost your conversion rates and increase revenue.
THREAD 🧵
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Google Analytics (UA) is pulling the plug on your data in 6,727 hours.
Without it you’re just another person with an opinion.
If you don't want to miss out on money-making insights.
Then here's the
#1
thing you need to do after migrating to GA4.
🧵THREAD 🧵
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The key to grow a DTC brand is to stand out from the competition.
Most brands struggle to make their Google Ads steal the show.
Here are 6 ad extensions any DTC brand should use to easily DOUBLE their traffic and sales for FREE.
🧵 THREAD 🧵
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PMax is Google's clever way of maximizing its sheer endless ad inventory.
Often placing your ads where the traffic's a bargain. (for them, not you)
Then packaging traffic that nobody wants to buy inside a blackbox and call it a full-funnel solution.
Genius, right?
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We have generated over $250,000,000 in tracked revenue for brands with Google Ads.
Here are 9 rules for how we did that.
🧵 THREAD 🧵
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99,9% of today’s Google Ads agencies have zero experience with media buying their clients through an economic downturn.
Here are our 6 lessons from 2008 that will recession proof your brand.
🧵 THREAD 🧵
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We have audited 2,532 Google Ads accounts over the past 11 years.
Here are the learnings that made the MOST impact:
🧵 THREAD 🧵
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"Marketer: "Can we get more transparency on pMax performance please?"
Google:" No, but here's another UI restructuring nobody asked for."
6 Months left until forced switch.
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#2
- GOOGLE IS A GAME ABOUT SEARCH TERMS NOT KEYWORDS
Most people have this backwards.
Keywords are what advertisers use to target their audience.
Search terms are the prompts people type in on .
The money is in finding the search terms that convert.
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Google Ads is a game.
And the game is rigged against you.
Google sneakily keeps secrets to maximize THEIR profits at YOUR expense.
Wanna turn the tables?
Here's a hidden leak I guarantee you haven't discovered (yet).
🧵 THREAD 🧵
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Marketer: "Can we get more transparency on pMax performance please?"
Google:" No, but here's another UI restructuring nobody asked for."
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Give me 5 minutes and I’ll teach you 5 skills that will make you a top 0,1% Google Ads media buyer.
🧵 THREAD 🧵
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In the last year we FIXED 23 suspended Google Merchant Centers.
Here are 11 TRUST FACTORS Google looks at to ban you
🧵 POWER THREAD 🧵
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#3
- 20x ROAS BY ADDING THIS CAMPAIGN
ALWAYS set up a branded traffic campaign.
There’s no argument against this.
Here are the benefits of doing so:
- Boost machine learning
- Track brand growth
- Adjust brand / seasonal messaging
1
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Google rep: "You should increase your pMax from $3.5K to $14K a day."
"Why?"
Google rep:" Because campaign budget simulator says you should."
😂
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#1
- STOP AD BUYING, START INVESTING
A great Google Ads media buyer sees himself as an investor.
What do investors do?
They spread their risk.
They create hedging strategies.
MESSAGE: Don’t go all-in on pMax because you’re gonna get wrecked.
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I love this meme.
This was pretty much Google's roadmap for 2023.
What will be added in 2024? 👇
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After spending $80M+ on Google Ads, we found all the SNEAKY ways Google is STEALING your money.
Here are the 9 most expensive LEAKS and how to fix them...
<<🧵 THREAD 🧵>>
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Brands do not grow by ROAS.
ROAS is not cashflow.
Focus on LTV instead.
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We worked with dozens of high-profile DTC brands in the last 2 years.
Here are 6 critical & profit killing mistakes 7 and 8-figure brands make while scaling their Google Ads
🧵 THREAD 🧵
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Over the past 11 years we audited over 2500 Google Ads accounts for e-commerce.
We use custom columns to quickly identify HIDDEN MONEY and help you make decisions with confidence.
Here is the TOP 11 that will help uncover more data.
🧵 THREAD 🧵
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We've transformed 2352 failing Google Ads accounts into profitable winners over the past 14 years.
Wanna know our secrets?
Follow these 15 rules to victory:
🧵 THREAD 🧵
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8
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BFCM weekend can make or break your revenue goals for the entire year.
Fail to prepare and you lose the jackpot.
Here are our 7 secrets responsible for generating $1,500,000 in Google Ads revenue during last year’s BFCM event.
🧵 THREAD 🧵
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#4
- BREAK OUT YOUR SEARCH ADGROUPS BY INTENT
Single Keyword Ad Groups (SKAGS) are dead.
If you want to thrive in today’s auctions, build intent-based ad groups.
Ask yourself:
“Do these keywords share the same intent?“
Break em out if the answer is "No".
1
1
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Dear agencies,
Here's a truth for ya.
None of your clients are gonna remember:
- how many sales you drove that business last quarter
- how busy you were but still got the campaign launched
They WILL remember:
- That one time you made a typo on that search ad.
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UNPOPULAR OPINION:
A Google Growth Rep isn't helping you for free.
You pay indirectly.
Their currency is called "wasted ad spend".
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Found this:
It's funny because it's true.
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Google Ads 101 -> Don’t run display ads on your search campaigns.
Unless you want to make Google more money (and they WILL try to make confuse you).
Break out your campaigns by channel.
Otherwise you’ll run into complex management problems.
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Google just announced that they consider A.I. generated content to be SPAM.
So don't think you can boost your presence by faking it.
They have tools to check who's content is 'fake'.
And you can too:
Copy the content and watch the verdict!
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7 ways you’re damaging your Google Ads performance.
🧵 THREAD 🧵
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💸 The 5 levers we pushed to scale a weight loss supplement to $914,000,000 in revenue with Google Ads.
🧵 A PROBLEM/SOLUTION THREAD 🧵
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We refuse to run FB ads for clients.
Not even if they want to pay big bucks.
it’s not because we don’t understand it.
We ran successful campaigns since 2012.
We just chose to focus on one platform.
Because it’s the best for our partners.
And our reputation.
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#15
- A $200M PRODUCT TITLE FORMULA
Here’s a product title formula that did over $200,000,000 in tracked revenue:
(Brand) + Product Type + Attributes + Core Keywords
The order of words matters.
Put the most important attributes FIRST.
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Want to launch a pMax “Shopping Only” campaign in 3 minutes or less?
Here’s how to do it in 5 easy steps.
🧵 THREAD 🧵
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Google Ads as an marketing channel offers everything you need to scale horizontally and vertically.
You can run ads on:
- Search
- Search partners
- Shopping
- Youtube
- Youtube shorts
- Gmail
- Google Discover
- Apps
- Display ads on 85% of websites that exist
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Who wants a thread on GA4 setup fundamentals?
Only 1,000 hours left till UA sunset 🌇
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Want to boost your Google Shopping CTRs with 62% overnight? Then do this...
You want to make Google LOVE your products. So they will show it to more potential buyers.
The secret is hidden in your product feed.
Create "Storefront titles" for all your products.
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#5
- SUPERCHARGE YOUR CONVERSIONS
96% of the 2532 accounts we audited have their tracking set up wrong.
Follow these basics to be part of the 4% that does it right:
- Optimise on Google Ads data (not analytics)
- Don't use last click attribution
- Use ONE account default goal
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Competitor research has never been easier.
If you are building Custom Audiences in Google Ads.
Search for "related:[insert website]" in Google.
e.g. "related:"
It will show you all sites Google deems similar.
Here's to your success 🥂
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Want to double your revenue from pMax/Shopping without throwing in more $$$?
The profit is hidden in your feed.
I'm thinking about dropping a product feed training for this (in Channable).
No cookie cutter shit, but profitable in-depth strategy + tactics.
Who's interested?
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Imagine still getting CPCs like this. 🦄
Wanna guess what this is?
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Can't wait for when Product Feeds For Discovery ads comes out of beta.
The ability to (re)target prospects with product listings on Youtube, Discover and Gmail will be a game changer for multi SKU brands.
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Dear agencies,
Here's a truth for ya.
None of your clients are gonna remember:
- how many sales you drove that business in Q4
- how crazy busy you were but still got the campaign launched
They WILL remember:
- That one time you made a typo on that search ad.
4
0
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RSA x Smart Bidding x Broad match keywords
Try it.
You might be surprised by the results.
2
5
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If you want to scale your Google Ads, start with the basics.
Otherwise you’re running a house of cards.
Build a rock solid foundation for these key areas:
- Conversion tracking
- Campaign architecture
- Product feed
- Messaging
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4
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"I don't want to use tCPA bid strategy because I can't control the CPC."
Yes you can.
Tools & settings > bid strategies > select tCPA > advanced options.
1
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23
The secret to winning with Pmax / Shopping?
Your product feed.
Results with shopping/pMax comes down to this formula:
- 70% your product feed
- 20% campaign architecture
- 10% bid strategy
Focus on the big levers first.
4
3
22
Who wants a thread on dominating the BFCM season with Google Ads and cutting off your competition?
👇
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#11
- RAPID KEYWORD RESEARCH
Struggling to find the right keywords for your business?
Follow these steps:
1 - Use semrush to find compatible keywords
2 - Then use them on to spy on competing domains
3 - Use competing domains to find your keywords
2
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Guys, the word is out.
It's not just us.
😭
3
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It has happened.
A Google rep that was actually helpful.
Is this a glitch in the matrix or is Google stepping up it's game?
14
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Google Shopping feed optimization is something most advertisers IGNORE.
But ignoring your feed means leaving $$$ on the table.
A refined product feed is key to better campaign structures in Google Ads.
It will result in more eyeballs on your products & profits in your pocket.
3
3
20
Want to launch a Shopping only pMax campaign quickly?
Do this:
- Open Google Ads Editor
- Copy and paste shell of an existing Pmax campaign
- Select correct feed label setting
- Upload pMax campaign
- Go back into Ads interface
- Create an asset group with LISTINGS only
Done.
3
6
18
Google's first step towards killing-off keyword match types.
Just came across this while going through the new search campaign setup.
5
4
21
Want to figure out who's using Chat GPT for their content?
1. Simply copy their content
2. Drop it in here ->
3. Watch the verdict
2
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After 13 years and more than 2500 audits, this is what I found:
The bigger the agency, the more wasted ad spend.
2
0
20
The quickest way to lose with Google Ads is:
Going all-in on pMAX.
Proof me wrong.
5
0
18
Google Analytics has been the growth accelerator behind some of the world’s biggest brands.
And Google is pulling the plug in less than 45 days.
But don’t panic, GA4 is here to take its place.
Here are the 8 keys to unlock your brands' full potential with GA4:
🧵 THREAD 🧵
1
1
20
The secret to winning with Pmax / Shopping?
Your product feed.
Most people don't know this, but results with shopping/pMax is:
- 70% your product feed
- 20% campaign architecture
- 10% bid strategy
Focus on the big levers first.
3
4
19
Want to build powerful Custom Segments in Google Ads?
Search for "related:[insert website]" in Google.
e.g. related:
It will show you all sites Google deems similar.
It's an easy way to discover new competitors.
3
3
20
You know what’s good about Google Ads being "complex and technical"?
Most people will not dig in (deep enough).
Loads of opportunities remain on the table.
IF you are able to open the door.
5
1
20
You can now AB-test Google's recommendations.
One step in the right direction if you ask me.
Instead of blindly following recommendations from the casino itself...
We can launch an experiment to see if they'll actually pay off.
What do you think of this?
6
2
19
Twitter X ads available through GDN this year.
"Twitter inventory will be available to GDN with account-level settings set to Expanded mode."
This is going to be interesting.
5
2
19
Need high volume keywords in the blink of an eye?
Ask ChatGPT to find you high volume keywords similar to [KEYWORD]
Curate and go!
2
3
18
Unpopular opinion:
Do NOT use bidding strategies on your branded keywords.
Google charges you a premium for every conversion, even if they were likely to buy from you in the first place.
I've seen brands lose up to $380,000 making this mistake.
Don't let it be you.
7
2
19
Google is going down that OG-Facebook-Ads-road.
Creating lookalike segments from your seed lists.
This is going to be interesting.
2
0
19
Coming Soon --> Demand Gen campaigns.
It's pMax without search and GDN.
This might be a great native way to combat clickfarms for lead gen.
Having the option to tailor creatives to specific audience segments sounds like a marketer's dream.
But will it be?
3
3
19
My reaction when a media buyer's first thing during analysis is checking out the recommendations tab in Google Ads:
"Are you also taking gambling advice from the casino?"
3
1
19
What you ask:
“How many hours will you spend on my Google Ads account?”
What you should have asked:
“How can you help me go from A to B?”
Stop thinking in labour x time.
Start thinking about the value of solving your problem.
2
1
19
When retargeting.
Take care of this nasty setting on ad group level.
When activated, your retargeting transforms into prospecting.
Not what you want, not what you should do if you care about your results.
1
1
17
#8
- STOREFRONT YOUR PRODUCT TITLES
How to drop your Google Shopping CPCs by 48% overnight?
➡ Storefront your product title
Example:
Vanilla Coffee Syrup | 750 ml | 50 Servings Per Bottle
1
1
19
Google Ads as an marketing channel offers everything you need to scale horizontally and vertically.
You can run ads on:
- Search
- Search partners
- Shopping
- Youtube
- Youtube shorts
- Gmail
- Google Discover
- Apps
- Display ads on 85% of websites that exist
1
2
16
8 out of the 10 DTC brands fail.
Without the right partners, you're building a house of cards.
Before you hire another agency.
Read this:
🧵 THREAD 🧵
4
6
17
I don’t know who needs to hear this, but…
You don’t have a CPA problem, you have a LTV problem.
Business is a game of margins.
The one who can spend more to acquire a customer WINS.
0
3
18
A media buyer’s biggest find during an audit:
“The naming convention should be changed to XYZ.”
Fired.
5
0
16
Helped a brand drop his branded traffic CPA from $8 to $1.50.
Here’s how you can too:
3
2
15
The truth about full-service agencies is that they’re actually full mediocre.
We purposely choose to ONLY do Google ads so we could become the absolute best at it.
We don’t do Facebook.
We don’t do TikTok.
We don’t do SEO.
But we do Google ads REALLY well.
7
0
17
Brands do not grow by ROAS.
ROAS is not cashflow.
Focus on LTV instead.
0
1
17
# 21 TAKE CARE OF YOU FIRST
There are many ways to get great results, but the most important factor is you.
- Eat healthy
- Think healthy
- Work out
- Get 7-8 hrs of sleep per night
Take care of yourself.
And the impact on your ad accounts will follow.
7
2
17
I can't stress this enough:
Capture prospects emails as early as possible.
The best audience signal for scale seems to be 'similar to customer list'.
First-party data is more accurate and higher quality than 'similar to purchasers' from pixel data.
3
3
16
Google Ads is a game about search terms not keywords.
Most people have this backwards.
Advertisers target with keywords, but users "SPEAK" in search terms
The money is in finding the search terms that convert.
5
2
16
Before Mike Rhodes' pMax script, optimizing felt like trying to solve a puzzle in the dark.
Now, it's as if someone finally turned on the lights.
Thank you
@thegoogleguy
3
2
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She’s a ten but thinks performance max campaigns are the solution to iOS14 tracking problems.
2
0
16
No matter what ad platform you use.
There’s one skill that will never fade away.
“Be a marketer first.”
You don’t want to be a button pusher advertiser who gets ousted by A.I.
Invest in skills that serve you a lifetime.
3
3
17
Been through this so many times and it drives me crazy.
It feels like Google purposely plays a game of hide-and-seek with us advertisers, keeping those juicy settings under lock and key.
6
1
16
A Google Growth Rep isn't helping you for free.
You pay indirectly.
Their currency is called "wasted ad spend".
3
1
16
#7
- HOW TO 80/20 YOUR PRODUCT FEED OPTIMIZATION?
Make sure you start with your product titles first.
Google crawls your title to match intent.
It’s the gateway to more impressions, clicks and profits.
1
0
17
If campaigns work, let them work.
Don't replace them with pMax just because you can't stay away from shiny objects.
2
0
15
RSA x Smart Bidding x Broad match keywords
Try it.
You might be surprised by the results.
7
2
15
💭 UNPOPULAR OPINION:
A full service agency actually means "full mediocre”.
Ever been to a restaurant that had every dish in human history on the menu?
You just know it can’t be good.
Just because they help you with your TikTok Ads does not mean they can do the same on Google.
4
0
16
Scaling pMax 101:
Raise your budget 20%, wait 7 days.
Question: Can the campaign sustain your target while scaling?
Yes? --> Do it again
No? --> Dig deeper
Leverage Mike Rhodes pMax script to get insights on what channel that money is being spend.
4
0
16
This is going to hurt those who wing their accounts.
3
1
15
The secret to winning with Pmax / Shopping?
Your product feed.
Most people don't know this, but results with shopping/pMax is:
- 70% your product feed
- 20% campaign architecture
- 10% bid strategy
Focus on the big levers first.
3
0
16
Here’s a lesson after 11 years of Google Ads:
There isn’t a one size fits all approach.
What works for someone else might not work for you.
However, fundamentals NEVER change.
Fortify them around your objective and you’ll always be one step ahead.
1
2
16
💘 Performance Max: A Modern Day Love Story 💘
Once upon a time, a savvy marketer met the enigmatic Miss pMAX.
Her charm was captivating, but she concealed many secrets.
At first, she did not want to disclose what she was doing in her free time.
After digging into friendly
0
0
15
Even after 11 years, I still love Google Ads.
The versatility of the platform is like no other.
Plus, it's the only ad platform people refer to using two different names:
- Youtube Ads
- Google Ads
3
0
14
The truth about full-service agencies is that they’re actually full mediocre.
We purposely choose to ONLY do Google ads so we could become the absolute best at it.
We don’t do Facebook.
We don’t do TikTok.
We don’t do SEO.
But we do Google ads REALLY well.
8
0
15
pMax Mistake
#1
:
Not giving the algorithm enough freedom & wiggle room so it can learn from mistakes.
Using tROAS & tCPA is like walking a dog on a leash.
The best way to grow is through learning and improving.
The tighter your leash, the less room there will be for growth.
3
2
14