MasteringEcommerce RiseMarketingGroupEbook

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Need help? Rise Marketing Group is here to help with all of your e-commerce marketing needs.
Rise Marketing Group | Ecommerce Pillars Page 1
Mastering Ecommerce:
Contents
Actionable Tactics for Scaling with
Google, Meta, and Product Optimization
Contents
Cover 1
Contents 2
Introduction 3
Section 1: Google Intro 4
Google Ads Structure 8
PMAX for Ecommerce 12
Google Bid Strategies 17
How to Scale Google Campaigns 22
Google Optimizations 25
Section 2: Meta Intro 29

Campaign Structure & Audiences 32
Advantage+ for Ecomm Businesses 36
Creative Assets for Meta 40
How to Scale Meta Campaigns 43
Testing Creative Assets 47
Section 3: Feed Optimization Intro 50

Product Feed Optimization 51
Product Feed Overview 58
Google Merchant Center 62
Afterword 67
Introduction
Hello and thanks for downloading our Mastering Ecommerce e-book!
At Rise Marketing Group, every day our team is building, optimizing, and scaling ecommerce
campaigns, across Google and Meta. With that, we have a wealth of internal knowledge on how to
properly manage and scale ecommerce advertising campaigns, efficiently.
To share this expertise, we’ve created this ebook packed with actionable recommendations to help
you scale your ecommerce store. Inside, we cover:
• Google Ads
• Meta (Facebook & Instagram)
• Product feed optimization
All of the content was written by our team (not generated by AI) and is based on real-world
experience.
If, after reading, you need help implementing these strategies, we’d be happy to assist. Simply reach
out to schedule a free consultation with our team.
Additionally, we’d love to hear your feedback on our guide!
Happy marketing!
Ben Lund
Founder, Rise Marketing Group
www.risemkg.com
[email protected]
Section 1: Google Intro
Advertising on Google is a must for any business operating today, but it is especially crucial for those
in the realm of e-commerce. Google allows you to easily reach users who are specifically looking for
your products, or an audience segment that is likely to be interested in them, as well as broaden your
reach to new audience segments. This increases the traffic to your website, which tends to lead to an
increase in sales.
Google Ads Services

Rise Marketing Group offers a number of
services to ensure that your business is getting
the most out of Google. These include search
campaigns, shopping campaigns, display
campaigns, Performance Max campaigns, and
conversion tracking.
Search Campaigns
When you’re looking to purchase something, what’s the first thing you do? Google it. This is where
search campaigns come in. They allow you to place ads directly on Google’s search engine results
page, right where potential customers will see them. We’re experts at setting up search campaigns and
selecting the right keywords to ensure your ads are seen by the right people.
Search campaigns look like this:
Google
Shopping Campaigns
Shopping campaigns are very similar to search campaigns, but instead of only showcasing a link to
your website, your product is shown at the very top of the search engine results page. It will show the
product name, price, and other relevant info. At Rise, we can help upload all of the required data to
Google Merchant Center to ensure your shopping campaign is a success.
Shopping campaigns look like this:
Display Campaigns
When it comes to making ads engaging, there’s no better
choice than a display campaign. With this campaign type,
your creative assets are shown across the Google Display
network. This includes millions of apps, websites, and Goo-
gle-owned properties such as YouTube. We can help you
with the creation of assets, as well as setting up your display
campaign for optimum performance.
Google
Performance Max Campaigns
PMax campaigns make use of Google’s machine learning to increase conversions from all of Goo-
gle’s owned inventory. This includes search, display, YouTube, Gmail, maps, and more. While PMax
is heavily automated, we know how to give the machine the best possible signals, leading to the best
possible conversion rate.
Conversion Tracking
Conversion tracking keeps you informed of what customers are doing after they interact with your
ads. When it comes to Ecomm, the conversion most people focus on is making a purchase. However,
it’s important to also track early events, so that you understand your whole funnel and where the pain
points are. We can easily set up conversion tracking for your business, and create a dashboard where
you can see what actions your customers are taking.
Tag Setup:
Google
Advanced Strategies
Our team are experts when it comes to advertising on Google for ecommerce. Here are just some
of the advanced strategies behind our success. If any of these seem like something you’d like to try,
contact us to get started.
Campaign Structure
Campaign structure is critical for your google ads success. A flawed structure limits your growth and
profitability, while a properly built campaign leads to an increase in exposure and conversions. For
more information, read our campaign structure guide here.
PMAX for Ecomm

Performance Max, PMax for short, combines Google’s automation and machine learning technol-
ogies across bidding, budget optimization, audiences, creatives, attribution, and more, to help your
campaign reach its full performance potential. To learn more, check out our PMax guide here.
Bid Strategies
Crafting a well-thought-out bidding strategy is vital to a campaign’s success. When it comes to
ecomm, there are four main options to choose from: max conversions, target CPA, max conversion
value, and target ROAS. Your choice will depend on your business structure, goals, product pricing, and
margins. To learn which one is right for you, check out our guide to bid strategies here.
Scaling Campaigns
In the realm of ecommerce, you never want to be stagnant, but constantly growing. There are a
number of ways to scale up, including new customer acquisition, increasing revenue, increasing pur-
chase frequency, and building strong relationships. To learn more about scaling campaigns, read our
guide here.
Optimizations
Optimization is the art of analyzing metrics and understanding signals, allowing you to tweak your
campaigns so they perform to their full potential. Optimizing has a marked effect on the efficacy of a
campaign. To learn about optimizing a campaign, and the benefits of doing so, read our guide here.
Google Ads Structure Google
The Guide to Google Ads for Ecommerce - How to Structure Your Account.
How many campaigns should I have? How should I group my products? Should I run Shopping or Per-
formance Max Campaigns?
The Google Ads account structure is the cornerstone of running a successful campaign. A flawed
structure can limit your growth and profitability, while a robust foundation can make scaling your
account much easier.
So what’s the best Google Ads campaign structure? It really depends on your business and budget.
There isn’t a one-size-fits-all formula, but this guide can help you get to your ppc nirvana.
Start small
Your account structure should be a reflection of your business size, goals, budget, and stage as an
advertiser. Having overcomplicated structures in the early stages will eventually work against the
algorithm.
Fresh accounts will probably benefit more from the basics. Once you start getting conversion data
and have an audience tag running, you can scale. A basic structure may include:
#1 Search campaigns:
• Branded.
• Non-Branded (with branded exclusions): organizing ad groups to target audiences and keywords
efficiently, meaning, keywords should be grouped by topic and intent. Thoughtful structure
improves quality score and lowers costs.
• DSA (Dynamic Search Ads): start targeting selected categories that perform. Exclude out of
stock products, non-performing categories, and positive keywords that you use in your dedicated
search campaigns.
#2 Shopping campaigns - intent split structure:

For more control over budgets and bids, we recommend having at least 2 Shopping campaigns: one
to capture upper funnel (low intent) and a second one for mid & low funnels (mid & high intent). If you
have enough budget, you can split into 3: upper, mid, and low funnels.
To create an intent split, forcing Google to show certain campaigns for certain terms versus others,
use campaign priorities, bids, and negative keywords.
Your low intent shopping campaign
should exclude branded terms, product
types, and standard exclusions. Set it
up with high priority, a low CPC bid,
and the lowest budget. On the other
hand, give your high intent campaign
low priority, a high CPC bid, and higher
budget.
This will cause all generic and irrele-

vant searches to be captured by your
low intent shopping campaign, letting
more specific and lower funnel searches
end up in your higher intent campaigns.
Pro tip: automatically add converting search terms from Shopping campaign 1 to your negative
keyword list to funnel them to your low funnel campaign.
#3 Display Remarketing - splitted into:

• Display Warm Segments
• Display Hot Segments
Before setting up a display remarketing campaign, it’s important for you to know what your window
to conversion is so that you can split into warm & hot segments for personalized messaging.
For instance, if your window to conversion is on average 7 days, your hot audience would include 10
days based segments. But if your window averages 30 days, then your hot segment could include up to
45 days audiences.
Scale Up
Once you have generated enough conversion data, you can switch to Performance Max. What does
this mean? Before switching to Performance Max, make sure:
• You have enhanced conversion tracking set up.
• You have enough conversion data available (at least 30 conversions in the last 30 days).
• You have enough budget to achieve at least 30 conversions monthly (an average of 30 conver-
sions every 30 days).
The most used (and proven) Performance Max structures are by profit or by product performance.
By Profit:
• Low Margin > higher tROAS
• Mid Margin
• High Margin > lower tROAS
By Performance:
• Bestsellers > higher tROAS
• Potential
• Zombies > lower tROAS
Each approach has its pros and cons. To know what works best for you, test extensively because
every business is unique. To dive deeper into how to structure your PMax campaigns, check out our
Performance Max article.
Now, even if you are switching to PMax, we strongly recommend keeping a fallback shopping cam-
paign. We find that under Performance Max campaigns, a lot of products get no traction - what on
ecomm we call “zombie products”. This could happen because your bids are not competitive enough or
other products are getting priority.
So, if you rely purely on PMax, you will miss out on many clicks and incremental revenue.
Level up your game
Use Dynamic Search based on Product Feed + RSLA to find additional conversions. These are prod-
uct-level search ads which you can customize with ad copy using Google’s “if” function to build highly
relevant ads:
Navigate to your DSA campaign, create a new ad and on your description field hit “{“. Select the
field IF > Audience. Select your audience and insert your text for your segment and for the remaining
audiences. It should look like this:
You can also add YouTube campaigns for remarketing and prospecting segments. Make sure you
have enough budget for this campaign to work.
• For Remarketing, follow the same rule as for Display and split in Warm & Hot Audiences.
• For Prospecting, build ad groups based on segments:
• Affinity
• In-Market
• Custom Segments
Overall, try not to overcomplicate things. If it’s hard to keep up with all your campaigns, you might
not have the right structure for you.
PMAX for Ecommerce Google
Dive Deep into Google Ads Performance Max for Ecommerce
Hey, we get it. There’s a lot of controversy and mixed feelings when talking about Performance Max
because of the limitations in terms of data, insights and control. But two things are certain:
1. Google is pushing toward automotion.
2. Performance Max will become more powerful and see higher adoption during 2023.
What Is Performance Max?

So let’s start from the beginning. What is Performance Max?
Performance Max is a new campaign type that Google launched in early 2022. It combines Google’s
automation technologies across bidding, budget optimization, audiences, creatives, attribution, and
more, to reach their full performance potential.
Ads are shown wherever your users are interacting with Google’s services — Search, Shopping,
Display, YouTube, Maps, Discover, or Gmail. Kind of an all-in-one campaign.
Basically, it’s a highly automated campaign. Though this has it’s benefits – 1 campaign to rule them
all, powered by machine learning, focused on audiences and value – it also represents a couple of
challenges:
1. Getting comfortable with limited insights and control (oh yeah, we ecommerce experts are control
freaks) that make it difficult to understand performance fluctuations.
2. The ability to guide the system effectively.
Performance Max requires marketers to inform and guide the platform. It is highly dependent on
the quality of your inputs, strong strategies and supportive data.
What Inputs Do I Have with Performance Max Campaigns?

• Implement accurate, full-funnel conversion tracking using enhanced conversions.
• Set up your bid strategy and primary conversion action according to your marketing goal.
• Define your budget.
• Geo-targeting. Watch out for default location settings!
• Use (or not) URL expansion.
• Choose Creative assets. This includes: headlines, descriptions, images and video.
• Add Audience signals: not only demographics but also Custom Audiences, Google Segments and
First-Party Audiences.
• Integrate your product feed (Listing groups).
Optimizing these inputs and understanding the outputs is extremely important to ensure continuous
improvement and incrementality.
How to Structure Performance Max Campaigns for Ecommerce

So, how do you structure your Performance Max campaigns to ensure we’re giving the system the
best inputs?
There’s no one size solution, you need to adapt Performance Max to your own business. And though
we don’t have the secret formula, we can give you some guidance on how to think about it and
approach it to find success.
Before we jump into the structure details, there are some strategic aspects you have to consider in
order to make any decision:
• Available budget.
• Product margins and profitability.
• Sales volume.
• Inventory & Product availability.
• Shipping & Logistics
• Internal goals (example: new acquisitions vs retention or launching new product vs evergreen
inventory).
• Aversion to risk.
• Pricing and promotional models.
• Seasonalities.
• Cost per Acquisition (CAC), LTV (Life-time Value), Repeat Purchase Rate, Average Order Value
(AOV).
• Economy & Industry context.
As you can see, there are lots of small things that have an impact. So before implementing, make
sure you know your business and numbers.
1. Determine the Number of Campaigns

The first step is deciding between having one or multiple campaigns. Beyond considering campaign
settings such as geotargeting or language, business factors like available budget, seasonalities, AOV
and margins will determine how many campaigns you need.
Note that Google prefers marketers put as much volume under one campaign as possible. This does
not mean it works better for your business. For instance, if your main goal is profitability, you may want
to break down your campaigns based on product margins: high-margin / mid-margin / low-margin –
to consider if you have enough budget to support this structure.
2. Define Bidding Strategy and Budget

Next steps when setting up a Performance Max campaign are defining goals, bidding strategy and
budget. Our recommendation is to choose the combination conversion action-budget that will enable
getting enough volume and frequency to let the campaign learn. As a fully automated campaign type,
it needs data to work most efficiently.
Your bidding strategy and value rules will also depend on your business goals and numbers. However,
as a general recommendation we would suggest starting with maximize conversion. Once you start
getting conversions and data from where the campaign can learn, then switch your bidding strategy
and/or add bid caps according to what’s best for you.
3. Building Asset Groups

You’ll then have to decide when and how to build different asset groups under one campaign.
Usually the first thing that comes to mind is splitting by product category. But, is this the best way to do
it for your business? Take under consideration audiences, seasonalities, brands, buying behavior, other
campaigns.
4. Integrate Your Merchant Center Catalog

Integrate your Merchant Center catalog to showcase your products. Select a listing group relevant
for the asset group.
The quality of your feed will have a direct impact on performance. Optimize:
• Product image
• Titles
• Descriptions
• Google product category
• Product type
• Add promotions
• Add reviews
5. Set Up Audience Signals

When setting up Audience Signals note that these are soft targeting – just a starting point upon which
Google will expand. You need to give Google an accurate notion of who your target audience is.
Include:
• In-Market segments
• 1st party data (Customer Match lists)
• GA4 Remarketing & Predictive Segments
• Custom Segments: upload a list of high intent keywords – every term that shows commercial intent
associated to your product: sale, buy, price, etc – as “People with any of these interests or pur-
chase intentions” and “People who searched for any of these terms on Google”
We suggest using Affinity Segments only when you are ready to scale and find new audiences.
6. Add Creative Assets

Lastly, creative assets.
As a general rule, do not go too generic. Use compelling ad copy, images and videos, relevant to the
listing group targeted. If you do not have video assets, Google will create one for you. It’s not the best
option. We recommend creating your own video as this format is a must-have-top-performing asset
nowadays anyways.
Also, don’t duplicate your Merchant Center feed imagery.
And finally, test different variants. You can then go to the insights tab to learn what performs best.
Download Your Evaluation Checklist for Performance Max

Now, what happens when you’re starting from scratch and you don’t have much data? We’d suggest
keeping it simple, small, consolidated to start but open to scale and expand. Start building complexity
once you have enough data to make smart decisions.
And, that brings us to our second pillar for Performance Max success: understanding the outputs
and performance fluctuations.
We created a checklist to guide you in the evaluation process.
Google Bid Strategies Google
Getting Started
Whether you’re already running Google Ads Campaigns or you want to start advertising your prod-
ucts, here’s a guide on how to build bidding strategies in order to make your advertising campaigns
perform as you expect.
Bid Strategies
Google offers a number of bidding strategies when it comes to E-Commerce. Your choice will depend
on your business structure, goals, product pricing and margins. Keeping these in mind will help you find
the right bid strategy for your business.
• Smart bidding strategies include:
• Max Conversions
• Target CPA
• Max Conversion Value
• Target ROAS
We’ll define these in more detail below, but before diving deeper, let’s define a conversion.
A conversion occurs when a visitor to your website completes a desired goal, and it could be anything
from an email sign-up to an add to cart or a purchase. If you have an e-commerce performance focus,
a conversion will be a Purchase; and your conversion value, the revenue attached to that conversion.
Now, we are assuming that you are already tracking all the ecommerce events and values, and
Bid Strategies Google
have selected as your primary conversion the Purchase action. If that’s not the case, please talk with
your developer and come back once you have tracking correctly set up. Smart bidding will not work if
Google is not receiving data to learn.
What is smart bidding

You might have heard about Smart Bidding, a set of automated bid strategies that uses Google AI
to optimize conversions. Artificial intelligence helps determine a wide range of signals, such as device,
location, time of day and operating system to capture every search context. Google uses these signals
to place the right bid at the right time without you having to lift a finger.
Below, you will find out how powerful Smart Bidding is and how it can help us reach each milestone
through the conversion journey. But hey, AI can’t do all the work alone. To get the results desired, you
have to train the system to learn what signals are the most valuable to your business through high
quality inputs, strong strategies, and data analytics.
Conversion focus bidding strategies
Explore Google bidding strategies with us, and a strategic sequence for maximum impact in your
campaigns.
Maximize Conversions.
Maximize conversions is the recommended bidding strategy to start running a performance-focused
campaign. It will help you get the most conversions within your budget while populating campaigns
with data. This will allow Google to learn from real time data, finding an optimal bid for your ad each
time it can appear.
When to use this bid strategy?
• When launching a new campaign with no historical data.
• When your priority is to spend your allocated budget and have no specific ROI target.
• Also, when your conversions have similar conversion values for your business. If you don’t know
what conversion value refers to, refer to Conversion Value
strategy.
Google’s AI helps tailor bids for every auction to get the cheapest
conversions available for your budget. Once your campaign has
learned enough, you can lay on historical data from your campaigns
to cap your CPA and eventually turn your bid strategy into Target
CPA.
Target CPA (Cost per action)

As mentioned before, once your maximize conversion campaign
has obtained enough conversion data, you can add a bid cap (target
CPA) to start guiding the system towards your goals.
A target CPA bid strategy sets bids in real time for us, to get as many conversions as possible
within our ideal average cost per conversion. Google uses your historical campaign information and,
according to your target cost, it sets a bid based on the likelihood of the ad to convert.
Some helpful tips:
• Note that with this Strategy you may sometimes spend more than your target (and sometimes
less) but Google will try to keep your CPA equal to the target you set.
• You also need to know that your average daily budget may spike up to 2 times but don’t worry, it
won’t exceed your monthly limit.
• Lastly, set realistic goals when choosing your target CPA, try not to be too restrictive. Pursuing
a super low CPA could lead to fewer conversions, as Google would forgo clicks that would have
resulted in sales. To check if your target CPA is a realistic target, you can check your actual
average CPA. make sure you’ve done all possible optimizations before capping your target.
Once your campaign has obtained enough conversion value data - suggested min 13 conversions in
the last 30 days - you can switch to a maximize conversion value strategy, if that’s your goal.
Maximize Conversion Value.

First things first - What is Conversion Value and why should you take it into consideration?
When we talk about conversion value on ecomm, we are talking about Revenue. Tracking conver-
sion value helps you measure the true impact of your ad campaign and helps you optimize campaigns
towards a ROAS goal.
A Maximize Conversion Value strategy not only looks to get conversions but to get higher revenue
from conversions. It maximizes the total conversion value of your campaigns within a specified budget.
It helps you understand which are your high-value conversions and optimize your campaigns accord-
ingly. This is the ideal bidding strategy when your priority is to spend the allocated budget and your
conversions have different values for your business.
Remember not only will you need to set up conversion tracking but you will also need to assign trans-
action values to these conversions, so make sure you are capturing revenue.
Last but not least, check on your campaign average daily budget before you switch to maximize
conversion value bidding, your ad spend may increase significantly the first few days.
Once your campaign has adapted to this new bid strategy, you can set a target return on ad spend
aligned to your goals. Let’s dive deeper into this bidding strategy!
Target ROAS (Return on ad Spend)

You are almost a bidding expert and probably know that with Target ROAS, bids are set to maximize
conversion value while trying to achieve your target return on ad spend. As said before, Google’s AI
predicts the value of a potential conversion every time a user searches for our products or services.
In other words, if a user is likely to generate a high-value conversion, the bid strategy will bid high on
that search, optimizing your bids at auction-time.
Google Ads will try to keep the target ROAS you set but note that some conversions may return a
higher ROAS and some others, a lower one.
Before switching to Target ROAS strategy you must know that it’s recommended to have at least 15
conversions in the past 30 days (this may vary depending on the type of campaign).
Also, knowing that Google’s AI uses historical data from, make sure you haven’t made any substan-
tive changes in the last 4 to 6 weeks before applying this bidding strategy.
Lastly, same as with a Target CPA strategy, set realistic goals. Also consider your profit margins.
Sometimes, your highest revenue items are not the most profitable ones. Be smart, find a balance.
Trust the process

If you made it this far, we need to tell you, whether you are starting paid media ads for your business
or you are already running a bunch of Google campaigns, trust the process.
If you are new to this, try to follow the journey we suggested before, you will know when to switch to
the next step.
If you already have your campaigns running but they don’t have enough historical data or they don’t
perform the way you expected, don’t skip steps!
Analyze carefully your business stage, your campaign strategies, your channel mix, your audience
and last optimizations before you switch into a bidding strategy that won’t meet your needs.
How to Scale Google Campaigns Google
How to Scale Google Campaigns
When thinking about growing your business through Google Ads Campaigns, the first thing that
probably comes to mind is increasing budgets or attracting new customers. Well, let us show you how
you can grow by taking other metrics into consideration.
So, you’re probably asking yourself: How do I Scale an E-comm campaign? The obvious answer is:
by reaching new customers, and getting new and more acquisitions. We won’t deny that this is a way
to foster growth, but in our opinion, it definitely isn’t the only avenue. Moreover, it’s not always the
optimal growth strategy.
Having said so, here’s an idea (just one of a million) for how to scale if you have a good, optimized
Pmax campaign running. Analyze search terms that are converting for Pmax and use them to build
a Search campaign. You will take traffic away from Pmax with the ‘Standard’ Search campaign and
will force Pmax to look for new converting terms. This might sound like stealing from your own cam-
paigns but we would put it in other terms: You are making Pmax uncomfortable, you will be forcing it to
discover new converting audiences that wouldn’t have been reached if you had not taken them from
it. That way, you will be scaling campaigns and reaching new audiences while still getting results from
your winning search terms.
Strategies for Growth

As we mentioned before, reaching new customers is not the only way to grow and there are a lot of
metrics that can be super helpful to analyze and that will guide you to make the right decisions for your
business. Let’s dive in there now:
1. Increase your revenue
You don’t always need to sell more, or find new customers to

make your business grow. Have you ever checked your average
order value? The AOV basically means the dollar amount, on
average, that your customer spends on each order. So if we have,
on average, 10 monthly sales of $5.00 dollars each, we can dis-
cover a way to get those 10 customers to spend $8.00 instead. So,
with the exact same amount of conversions, we’ll be getting $800,
instead of $500. How does that sound? Awesome, of course. Now
how do we do it?
Here are some strategies:
Add a pop up in your E-comm Website, that will appear once your customer is about to start the
check out process, but after they have decided what to purchase. So, If the user has added, for
example, a pair of trousers you may show them how to build a full outfit for that item, by suggesting
adding a shirt or a pair of shoes. You can claim: “Other people who bought these trousers also pur-
chased these…” or, “Complete your outfit with this Jacket”.
In some cases, businesses offer free shipping for orders of a certain amount. If your customer is
leaving before reaching that value, it is a good idea to offer an item that would get their total into the
free shipping range, which would increase your AOV at the same time.
2. Increase purchase frequency
Knowing your customers is vital to making decisions

that will have a positive impact on your business. A
business which sells swimwear knows that most of their
customers buy at the beginning of summer season but
then, from middle summer and until fall, sales start
decreasing. So, this business should decide to imple-
ment a different way of presenting new collections:
Instead of a big launch at the beginning of the season,
they would launch smaller selections throughout
summer, pushing customers to buy more frequently.
This is only one example from a multitude of different strategies that can be implemented in order to
increase purchase frequency. The right strategy for you will vary depending and on the kind of busi-
ness that you’re running.
The value of increasing purchase frequency lies in its effect on sales, increasing them without the
need to acquire new customers.
3. Build strong relationships
Having said that knowing your customers is vital to your business, now we will discuss building your
relationship with them. Typically, how strong is your relationship with customers? And moreover, how
long does it last? We are talking about customers’ lifespan, a metric that refers to the average time
your customers spend buying your brand until they stop. Knowing this metric, would help you imple-
ment win-back strategies for audiences that are reaching that period, building loyalty between them
and your brand.
Customers love feeling unique due to the brands they consume. Building customer loyalty is not
always part of business strategy, but it is a powerful tool for brands and can be useful when you need
to make your business grow.
Customer Lifetime Value

If you know your Average order Value, your Average Purchase Frequency and your Customer
Lifespan, you may get your Customer Lifetime Value (CLV) = AOV x APF x ACL.
And why is this important? Because Google and Meta can’t help you understand this revenue, as they
only show data from the first purchase value.
The lifetime value will help you get to the realistic revenue that is coming from your campaigns if you
divide it by your Customer Acquisition Cost. So, LTV:CAC ratio = “lifetime ROAS”. Your lifetime ROAS
will help you understand if it is time to grow (5 points ROAS or more) or if you still need to put in some
effort on the previous steps.
Keep Your Business Healthy

One last piece of advice. Keep your business healthy. Analyzing the above metrics will help you
understand when it is time to scale campaigns.We do not suggest pushing too hard when expanding,
as it can negatively impact your business.
We invite you to look closely at your business, and not to miss any step on the path of growth. While
growing a business has a lot to do with strategy, it also takes patience, so keep it healthy and make
intelligent decisions when it comes to scaling.
Google Optimizations Google
Optimizing Search Campaigns
Optimization is the art of analyzing metrics
and understanding signals, allowing you to
tweak your campaigns so they perform to their
full potential. When you optimize, you are basi-
cally trying to get the most out of your ads by
removing what is not working and testing new
possibilities.
Successful optimization means keeping a

close eye on many aspects of your campaign’s
performance and thinking of creative ways in
which metrics can be improved. Let’s dive in
and learn how we can do just that!
Why Bother Optimizing Campaigns?

This is the question you’re probably asking yourself and wondering if you should continue reading this
article. Don’t worry, we’re going to explain exactly why focusing on optimization is the right move.
Optimization is the key when it comes to the success of your campaign. How many brands do you
think are reaching out to the exact same audience you are? Hundreds? Thousands? What will make
you stand out from the crowd?
When you optimize your ads, you’re making sure that the way you communicate is relevant to your
audience, making it much more likely that they will click on your ads when given the opportunity.
Optimization also helps you reduce waste, bid efficiently, and ensure your efforts are aligned with
your objectives. The more you tweak the less you spend on useless, underperforming ads.
Optimizations Google
The bottom line is, you should bother because your business exists in an environment of constant
change, and optimization is your opportunity to adapt to those changes. Digital advertising is a
dynamic, not static, scenario and we face increasingly challenging customers, who expect personal-
ized messages and treatment. The advertiser that isn’t able to roll with the punches will be left behind.
When optimization is done correctly, you will see an increase in CTR, see a decrease in CPA, increase
your ROI, and improve your conversion rates.
How Does Optimization Work?

At this point, we’ve made it clear that you have to get the
most out of our ads, but how?
Analyze. Test. Control. Repeat.
Analyze: You will look for signals and observe metrics.

You are kind of like a detective, whose case is figuring out
aspects that are not working, opportunities to improve
performance, and how to use these insights to tweak your
ads.
There’s a midpoint between analyzing and testing that requires creativity and making decisions.
Once you have detected that metric that could be improved, you will need to determine how you will
make that improvement a reality. Why is that keyword spending and not converting? Why is it not
working? Which search queries is it pulling? Are they relevant enough? What can I do to improve its
performance? Should I pause it? Should I test it in a new KW match? There are no wrong answers and
that is why it is so difficult to make the decision. Once this step is done, you can officially move on to the
Test Phase.
Test: Here is where you implement changes. After analyzing all of your options, you choose which
ones to move forward with. These may be made at campaign level or Ad group level. You can optimize
by KWs, or ad copy. Luckily (or not) there are many settings where you can test optimizations. You can
also check gender performance and increase or decrease demographic bid strategies. You can also
add or remove negative lists, audience segments, and even targeted locations. There are countless
possibilities when it comes to optimizing.
Tip: Although there are infinite options, try not to implement a huge amount of changes at the same
time. You probably have a ton of ideas from the Analysis phase, just pick a few and save the rest for
the future, believe us, you will need it. If you make a lot of changes at the same time, you won’t be able
to determine which of them was the one that really made the difference.
Control: The changes you make will have a noticeable impact on your performance.
At this point you need to check if those decisions were good and improved your results or if they had
the opposite effect.
Some important tips to keep in mind:
1. Give your tweaks time. It takes a while for the platform to learn and start showing results, so leave
yourself a note as a reminder to check the optimizations after a few weeks. If you, like most of us,
suffer from anxiety issues, you can possibly check after 6 or 7 days. In any case, you need to know
that you probably won’t see improvements from one day to another, so keep calm and wait for it.
2. You will see that not all of your changes gave you the results you expected. You can always go back
to the previous stage or try another move from where you left it. Think of it like a chess game but
yours pawns here can move backwards.
Repeat: Ready to do this all over again? Remember what we said, we live in constant movement.
Changes that worked today may not work tomorrow. Competitors may launch a similar product to
yours, users may start looking for something different. You need to always be ready to make a move
and not stay in your comfort zone, as you may be losing opportunities to learn and grow your business.
Inspiration for Optimization

Try A/B Testing. This means changing just one aspect of your ad and comparing results. You can test
landing pages, calls to action, or different headlines. A/B testing will help you determine which combi-
nation is the strongest for your ads.
Take a look at all aspects of your Campaigns. This may include the bid strategy you are using, the
targeted locations of your ads, and the audience segments that are performing better.
If possible, rely on data coming from other sources, such as the backend of your E-commerce, your
web analytics service, or CRM. Sometimes you need to double check data in order to make sure you
are making the right moves. Also, this will sometimes provide useful data that gives you new insights to
optimize your campaigns.
Keep up to date with new releases, features, and scripts. These are all powerful tools that will give
you insights and visibility, especially for the most automated campaigns like Pmax.
Some Final Thoughts

Always remember, optimization is not a one-time task, but an ongoing process. You need to take
care of your campaigns as you take care of a plant, you water it, you see it grow, and you also cut the
dried leaves when needed. Hold on to this way of thinking and not only will your campaign become
successful, but it will stay that way!
If you still need more tools to improve your performance, reach out! Our experienced team is always
happy to help.
Section 2: Meta Intro
Advertising with Meta not only raises brand awareness, but
also presents a unique opportunity for customers to interact
directly with your brand. Meta encompasses Facebook and
Instagram, places where your potential customers spend a
large amount of their online time, making it the perfect place
to reach them. You can choose to advertise on one or both
platforms, with your choice being driven by which demo-
graphics you’re trying to reach. For example, Facebook users
skew older, while Instagram users tend to be younger.
Meta Services
Rise Marketing Group offers a number of services to ensure
that your business is able to successfully advertise with Meta.
These include creative assets, paid campaigns, and conver-
sion tracking.
Creative Assets
Creative assets are the heart of any social media campaign. Whether it’s static images, videos, or
a mix of the two, Rise can help. We specialize in creating assets that are engaging and resonate with
your target audience, leading to an increase in engagement and conversions. We handle all design and
copywriting in house, ensuring your posts are bespoke and aligned with your brand.
Meta
Paid Campaigns
A paid campaign is the opposite of organic. It involves paying to “boost” posts, ensuring they are
seen by your target audience. Alternatively, you can upload creative assets that are not posted organ-
ically at all, and have them displayed to users in your target audience. Paid campaigns are capable of
showing results much sooner than their organic counterparts, and are a great way to reach new cus-
tomers and drive sales. We’re experts when it comes to optimizing paid meta campaigns and ensuring
that your ad spend budget is set to the ideal amount.
Conversion Tracking
Conversion tracking keeps you informed
of what customers are doing after they
interact with your posts or ads on Meta.
Whether it’s visiting your website or
making a purchase, following the cus-
tomer journey gives invaluable insights
into what’s working and what isn’t. We
can easily set up conversion tracking for
your business, and create a dashboard
where you can see what actions your cus-
tomers are taking.
Meta
Advanced Strategies
Our team are experts when it comes to advertising on Meta for ecommerce. Here are just some
of the advanced strategies behind our success. If any of these seem like something you’d like to try,
contact us to get started.
Campaign Structure
Campaign structure is critical for your Meta ads success. A flawed structure limits your growth and
profitability, while a properly built campaign leads to an increase in exposure and conversions. For
more information, read our campaign structure guide here.
Advantage+ Shopping Campaigns

These campaigns are designed to reach your audiences with less set up time and a greater level of
efficiency. They are perfect if you would like your advertising efforts to be performance-focused and
drive sales. While Advantage+ shopping ads look like traditional single image or carousel ads on Meta
platforms, machine learning uses your assets to create personalized ads for shoppers. To learn more
about using Advantage+ shopping campaigns, read our guide here.
A / B Testing
This process helps to find the best performing advertisements for your campaign. A/B testing
involves making slight variations to an ad and then testing to see which version performs better. This
can have a huge impact on the effectiveness of your camping. For a full explanation of our testing
process, check out our guide here.
Scaling Campaigns
Growing your Meta campaign allows you to maximize your return on investment. We believe the best
way to accomplish this is through a 4-part process. Lay the foundation, experiment, intent power-
house, and finally, scale up. For an in-depth look at this process, read our guide here.
Campaign Structure & Audiences Meta
Boost Your Ecommerce Growth with Successful
Meta Campaigns
The ecommerce landscape is booming, but standing out
amongst countless online stores requires sharp strategy. In
today’s digital battlefield, knowing how to leverage the power of
Meta Ads can lead to sustainable growth for your ecomm busi-
ness. Let’s crack the code!
The key lies in understanding your audience – where they

are in their buying journey and what resonates with them at
each stage. Not all users are ready to buy and most of them
likely aren’t even aware of you. However, all of these users are
potential customers and can become loyal buyers with the right
approach.
Before diving into the specifics, it’s crucial to comprehend audience segmentation and the marketing
funnel.
Understanding the Audience Ecosystem: From Cold to Hot.

Imagine a funnel, wide at the top and narrowing towards the base. This is your marketing funnel,
with each stage representing a different level of audience awareness and engagement.
• Cold Audiences: at the top of the funnel we have

individuals who are unfamiliar with your brand or
have never engaged with your business.
• Warm Audiences: these are individuals who have

shown interest, interacted, and engaged with
your brand but haven’t yet reached the point of
purchase.
• Hot Audiences: further down the funnel we have

those who are actively interested in your products
and have shown strong purchase intent. We also
include previous purchasers under this segment.
Understanding your audience ecosystem is crucial, but it’s only half the story. The other half is
knowing how to approach each segment, capture attention, address needs, and ultimately drive
conversions.
Master the art of personalization and targeted ads.
Step #1 Building the Upper Funnel.

Let’s be realistic. Your campaigns with the highest ROAS are going to be those targeting Hot audi-
ences. That’s the reason why lots of e-commerce managers, driven by short-term goals, want to
allocate most of their budgets on Warm and Hot segments (Remarketing Campaigns). These man-
agers underestimate the power of focusing on Cold audiences (Prospecting Campaigns).
If you do not put efforts into building a strong upper funnel, you’ll limit your ecommerce growth, and
drive your Warm and Hot audiences into exhaustion - and I promise, that’s not going to look good.
So, the first step you want to take is to set up prospecting campaigns targeting Cold audiences to
build the upper funnel. Remember, the upper funnel isn’t about immediate sales; your goal is to intro-
duce your brand and products and spark curiosity.
Hone your targeting through demographics, interests, and online behaviors to reach individuals
most likely to be receptive to your messaging. A/B test interests, and experiment with Advantage
campaigns and broader segments. A/B test different ad formats as well. Set prospecting campaigns
with Add to Cart goals to measure initial engagement and gauge which interest clusters and creatives
resonate best.
Experimentation and data analysis are going to be key points when scaling your Meta campaigns.
Step #2 Tackling Pain Points.

Moving down the funnel, we reach the Warm Audiences.
Website visitors, engaged social media users, and cart aban-
doners fall under this umbrella; and your task here is to address
their concerns and guide them further down the funnel. This
stage is all about empathy, education, and building trust.
With Meta’s pixel and Conversion API you can retarget Warm
segments. Build Remarketing campaigns and leverage the
data collected from previous interactions to create personal-
ized and relevant ads.
You can divide warm audiences based on specific action, allowing for highly targeted messaging
addressing their unique needs. Did someone visit a specific product page? Was someone browsing a
particular product category? Test dynamic ads that showcase products they’ve previously viewed or
added to their carts.
Highlight product benefits and offer exclusive promotions, but don’t bombard them with sales
pitches. Instead, address common concerns with educational content. Anticipate their questions and
concerns.
Don’t forget the power of social proof. Showcase product testimonials and user-generated content.
Nurturing trust and providing valuable content are key to driving warm audiences towards purchase.
Step #3 Converting and Boosting ROAS

For Hot audiences, it’s all about capitalizing on their momentum. Your goal is to incentivize imme-
diate action - and conversion campaigns with Purchase goals are your allies here.
• Leverage dynamic product ads featuring personalized recommendations and bundles. Show them
products they recently viewed and complementary items based on purchase history.
• Create a sense of urgency with limited-time and limited-quantity offers. Scarcity drives action, so
highlight limited stock or expiring deals to encourage immediate purchase.
• Don’t treat all hot audiences the same. Keep in mind that your existing customers are also part of
this segment. Craft tailored campaigns that focus on loyalty, upselling, and cross-selling. Show-
case new products and promote VIP offers to increase purchase frequency.
• Re-engage lapsed customers with personalized offers and reminders of your value proposition.
Offer discounts or special promotions to win them back.
The Journey Continues…
By understanding the dynamics of Cold, Warm, and Hot Audiences within the context of the mar-
keting funnel, you can tailor your Meta campaigns to address each segment’s needs. But there’s one
thing that goes across all segments and all stages: never stop experimenting and going into your ana-
lytics dashboards to get insights & learnings. Constantly monitor and analyze performance. Optimize
and adapt your campaigns accordingly to drive maximum profit.
Need help structuring your Meta campaigns?

Navigating the ever-changing tides of digital marketing can be tricky. Rise Marketing Group can
help! Click to go to our ecommerce services page and fill out your contact information. We’ll gladly
schedule a free marketing consultation to see how we can help.
Advantage+ for Ecomm Businesses Meta
Ecommerce businesses must always be willing to adapt and change when it comes to digital mar-
keting. Most ecomm brands have tens, if not hundreds, of competitors with very similar products. It is
vital to stay up to date with marketing trends to ensure that potential customers are seeing your prod-
ucts and not those of your competitors. Advantage+ is a newer campaign type from Meta which can
help give you the edge.
What Is Advantage+?
Advantage+ is a type of shopping campaign from Meta, designed to reach your audiences with less
set up time and a greater level of efficiency. It is perfect if you would like your advertising efforts to
be performance-focused and drive sales. While Advantage+ ads look like traditional single image or
carousel ads on Meta platforms, machine learning uses your assets to create personalized ads for
shoppers. In this way, it is very similar to a PMax campaign. Advantage + shopping campaigns allow
you to:
• Combine both existing customer and prospecting audiences in one campaign with personalized
products from your catalog.
• Use machine learning to find and target your highest value customers across all of Meta’s apps
and services, with a lesser amount of input.
• Ensure your highest value shoppers are served your highest performing ad variations.
• Automatically test up to 150 creative combinations to find the highest performing ads.
As you can see, Advantage+ shopping campaigns offer a wide array of benefits when advertising for
an ecommerce business. Now, let’s dive into exactly what you need to do to ensure your campaign is
set up for success.
How Do I Set Up an Advantage+ Campaign?

Setting up an Advantage+ shopping campaign is relatively simple, but careful attention should be
paid. A mistake here could have disastrous effects on the efficacy of your campaign in the long run.
Here’s a quick guide to the most important parts of the setup process.
Choosing Audience
As any ecomm business owner knows, your target audience is a huge piece of the puzzle when it
comes to whether or not an ad campaign is successful. When setting up your Advantage+ shopping
campaign, you will have the option of choosing your own audience. You can select variables such as
age range, gender, and other detailed targeting categories. Meta AI will target your chosen demo-
graphics before broadening out if needed. However, you also have the option of selecting Advantage+
audience. When this is chosen, Meta AI will use the broadest possible audience so that it can test and
find the perfect audience for your products.
Just as important as who to target, is who not to target. Luckily, Advantage+ has audience controls
for this exact reason. With these controls, you’re able to exclude certain audiences based on age
range, gender, location, and more.
Setting Your Budget

Setting the right budget is crucial in giving your Advantage+ shopping campaign the best chance at
success. Too low of a budget and Meta AI will not be able to gain enough data through testing to dis-
cover what works best for your brand. We recommend starting with an absolute minimum of $30 per
day for your budget. You can go higher than this if you would like. A higher budget can result in more
impressions and more data for Meta AI, speeding up the success of your campaign. However, under no
circumstances should you go lower than the recommended $30 per day.
Importing Assets
Choosing the right creative assets is arguably the most important part of setting up any campaign.
Poor assets will get poor results. Make sure you use only high quality and engaging images to ensure
you grab and hold the attention of shoppers. Additionally, your images should not all be similar. You
want to use a variety of imagery, including product and lifestyle images. By doing this, you’re giving
the AI more to work with. It will find out which images work best for your products, so it’s best to give it
a lot of options to test. We recommend starting with at least 20 images to ensure your content is fresh
and engaging.
As an added bonus, if you already use Meta ads, you can easily import your existing creative into
your new Advantage+ shopping campaign. To accomplish this, during set up, simply select import
under suggested ads. If you go this route, we advise importing all existing creative assets. You’ll just be
giving the AI more to work with to learn what works best.
Common Mistakes
An Advantage+ shopping campaign can do wonders
for your marketing efforts, but only if it is done right.
A mistake can turn a campaign that should’ve been
successful into a waste of money. Here are some of
the most common errors we see, so you can be sure to
avoid them
Not Enough Creative Assets

It can be tempting to only give Advantage+ what you think are your best assets, the 3 or 4 that have
performed well in the past and that you feel are better than the rest. Do not do this. Use all of the cre-
ative assets at your disposal, do not leave any out. You may think that a certain image will not work,
but you lose nothing by including it. Worst case scenario, Advantage+ finds it doesn’t work and stops
using it, but best case scenario, it does work and maybe even with an audience that would not have
responded otherwise.
Too Low of a Budget

As we’ve said, Advantage+ utilizes machine learning to ensure that your campaign is as effective as
possible, and in order to do this it needs to test your ads. If you set too low of a budget, your ads will
not be shown enough for Meta AI to collect enough data to learn from, making the whole thing a waste
of time. We believe the ideal budget could begin at $50 or $70 dollars per day, and $30 per day as the
absolute minimum. Any lower than this and Meta AI will not get the data it needs.
Making Frequent or Unnecessary Changes

Sometimes, people expect to see results immediately when they start an Advantage+ shopping cam-
paign. When they don’t, they are tempted to start tweaking settings to try and make results happen.
This has the opposite effect. It can take some time to see results because the AI is in the learning
phase, figuring out what works. Anytime you make changes, the AI must begin the learning phase
from the beginning again. Instead of getting results faster, making changes will actually make it take
much longer to see results. On average, we find it takes about 7 days for your campaign to start being
effective.
Best Practices for Scaling with Advantage+
The metric you should use for scaling is return on ad spend (ROAS). This measures the revenue gen-
erated for every dollar spent on advertising. Set your target ROAS, for this example let’s say your
target is 2.5, which is generally considered a decent ROAS. Once your campaign reaches 2.5 and
seems to be staying there, we recommend increasing your budget by 20%. Initially after the increase,
your ROAS will go down, but it will quickly build back up until you’re reaching your target again. Con-
tinue this strategy of increasing your budget by 20% when your ROAS target is reached until it seems
that increasing the budget is no longer having an effect. Additionally, always follow our general guide
to scaling Meta campaigns.
Scaling an Advantage+ shopping campaign can be a little tricky. If you need help with any aspect of
Advantage+ or any other form of ecommerce marketing, remember to contact Rise Marketing Group.
We love working with new clients and helping them reach their goals.
Creative Assets for Meta Meta
Making Creative Assets for Meta
If you’re advertising with Meta, having high-quality creative assets is crucial to the success of your
campaign. When someone is scrolling their Facebook or Instagram feed, they are looking at post after
post of things that interest them. If the creative in your ad is boring or cliche, they will scroll right by,
likely not even registering that it was ever there. On the other hand, if the creative in your ad is well-
made and engaging, it can make a huge difference in “stopping the scroll” and it will have a marked
effect on performance.
Do Your Research
When crafting creative assets for Meta, you should always start
by conducting research. If you skip this step, you’ll be going in
blind when making your creative assets, and they are likely to be
ineffective.
Finding Inspiration
To begin, you don’t need to be doing in-depth research or seriously digging into data. Just start by
paying attention to ads you are shown when using Meta products like Facebook and Instagram. When
you see ads with creative assets you like, take a screenshot of it and jot down some notes on what you
like about it and why. Before you know it, you’ll have a folder full of inspiration to draw from when cre-
ating your own assets.
Using Meta Ad Library

It’s also a good idea to see what your competitors are doing. To accomplish this, we recommend
using the Meta Ad Library. This is a tool from Meta which allows you to view all active and past ads
running on Meta platforms. You can search by ad type and keyword, making it extremely easy to see
all of your competitor’s ads in one place. The Ad Library will tell you if an ad is active, when it went live,
what platforms it’s being run on, and show you the creative assets being used. This allows you to keep
track of current trends as well as find inspiration.
Learn About Meta Ad Specs
When making creative assets, it’s important that they meet certain specifications in order for them
to be displayed properly on Meta platforms. These specifications include things like resolution, file size,
and file type. The specifics will depend on what type of asset you are making, for example, an image vs
a video. You can find a complete list of specifications for each specific asset type here. You will want to
familiarize yourself with this information before you begin creating assets. Sticking to these specifica-
tions will ensure that your assets can be used in your Meta ad campaigns.
Creating Your Assets

Now that you’ve done all that research, you’re finally ready to begin crafting your creative assets.
While doing so, you’ll want to keep these tips in mind:
• Make sure all images or videos are high quality. No one will take a brand seriously if their ads look
cheap and low quality.
• Make your creative assets engaging. Ads should peak a potential customer’s interest. If your ad
isn’t interesting in some way, people are likely to scroll right by.
• Showcase what makes your product different or better. This is an opportunity to show potential
customers why they should choose you over a competitor.
Utilize these tips while crafting your creative assets and they will be much more likely to perform well.
Test, Test, and Test!

Even if you feel that a particular asset is performing well, that doesn’t mean a different one couldn’t
perform better. That’s why testing is so important. It will tell you what works, what doesn’t work, and
what works best. We like to think of testing as involving two phases.
Phase One Testing

Phase one consists of testing asset type and modality. Different types of assets include testimonial,
how to guide, product in action, lifestyle, unboxing, classic product photo, and many more. Modality
refers to whether the ad is image or video. No one type or modality is the definitive best, so it is
important to try them all and see what works best for your brand.
Phase Two Testing
Phase two consists of expanding on what you learned in phase one. For example, let’s say your find-
ings from phase one showed that video testimonials are the creative asset that performs best for you.
Now in phase two, you should test new and different video testimonials. You could try changing the
people in them , using different hooks, or any other small changes you can think of. This will lead to you
finding the asset that performs better than the rest.
A/B Testing
In both testing phases, you should utilize A/B testing. This is comparing how two versions of the same
asset perform with slight variations. For example, changing just the person in the ad, just the text,
or any other variation you can think of. A/B testing is an extremely useful tool that will make it much
easier to find out which version of your creative asset performs best.
Frequency
One final thing to keep in mind is frequency. Frequency refers to how often a particular ad is shown
to a single user over time. This is a very important metric to track. If a user is shown your ads too
frequently, they are likely to get annoyed, lowering the chances of them wanting to patronize your
company. Too infrequently, and they may forget about your product after seeing it. Often, an indi-
vidual needs to see an ad multiple times to take action. Frequency is calculated by dividing the total
number of ad impressions by the number of unique users who saw the ad. We believe 1.8-4 is the ideal
range for ad frequency. Under no circumstance should frequency go above 5. If frequency gets too
high, consider pausing your campaign and refreshing creative assets to lower it.
How to Scale Meta Campaigns Meta
A Guide to Scaling Your Meta Campaigns: 4 Phases To Grow Your
Ecommerce Business
If you’re here, it’s because you’ve been playing around with Meta Ads and witnessed a glimmer of
success. It’s a good start, but simply launching a campaign isn’t enough. You need a strategy to scale
and maximize your return on investment.
At Rise we have a proven framework - a 4 phase process - to build strong ecomm Meta accounts. We
go through these phases to determine what needs to happen to amplify desired results and fix what is
not working.
Phase 1: Laying the Foundation

Before we start talking about scaling, let’s ensure your house is in
order.
This means:
Conversion Tracking
Using correct data is crucial. Clear data is the lifeblood of optimization, and relying only on the Meta
Pixel is not good enough. Since iOs14, tracking has been widely inaccurate.
In a world with cookie limitations, the Conversion API set up is a must-have for enhanced accuracy
and server-side events. If you want even more clarity in tracking, you can invest in an attribution tool
like Hyros, Cometly, or Triple Whale.
Meta Commerce Account

An Optimized Feed is not only essential for Google Ads, but also for Meta. With a Commerce account
you can leverage powerful shoppable ad formats.
Use high-quality images, relevant titles and detailed descriptions. You can also create sets per cate-
gories, best sellers, gender, age, etc.
Phase 2: Experimentation
There’s no one fits all strategy, the only way to learn what works for you is through
experimentation.
If you are starting from scratch, do not have proven audiences, nor proven creative assets - there
are too many unknowns - you should be inclined to testings that you can conduct rapidly; that means
testings that do not require a high threshold of spend or time.
Prove Small
We need to prove one single variable at a time, and your first goal is to find a message that reso-
nates with your audience. We recommend starting with message testing, because the most important
thing for new customer acquisition is a solid entry point.
For message testing, you are going to use a simple creative static image with a core piece of
message. Test 12 copy variations at a time. Do not put much time into copywriting, nor thinking about
what may or may not work - you would be assuming, and the whole idea of this testing is to reduce
assumptions and go with proven insights.
As mentioned above, this experimentation does not require a high threshold of spend or time. Run
for traffic, $3 to $5 spend for each variation, and targeting a broad segment (demographic only).
Why broad? Because the only variable we are testing right now is messaging.
From this experiment you’ll be able to detect:
• Loser messaging (under 2% CTR): these are not resonating, kill them.
• Middle of the road (2% CTR but over $2 CPC): kill them, you do not want to waste time optimizing
these.
• Chasers (2% CTR): these show potential but can be improved. Try your next phase of messaging
experimentation with tweaks over these.
• Winners (4% CTR): move to the next step.
Your second goal is to find winning creative assets. Take this step seriously, creative has the largest
impact on conversion rates and your ability to scale.
Build dozens of creative assets with your winning messages. Diversify to test. We are not talking
about testing different formats only (video, static, carousel, etc), but trying various approaches:
product shot, lifestyle, unboxing, UGC, testimonial, product in action, how to, humor, before & after,
evoke curiosity, create a sense of urgency, etc.
Take a bold approach with the differences between the creatives. There should be strong contrast
for it to be a real experiment.
Once you detect your winning assets, you can move to the Audience discovery step.
When we talk about audiences, we talk about cold segments:
• Interests
• Lookalike
• Demographics
Test proven ads with single segments. If the audience is too big, you can layer - don’t go too big too
soon. Use the same $5 rapid threshold.
On this initial audience experiment, you should be looking for engagement. That is, to find audiences
that are willing to listen to what you have to say. Validate segments based on CTRs but also attention:
time spent watching a video (+8sec), or time spent on your website.
Armed with your winning creatives and audiences, you can move to Phase 3.
Phase 3: Intent Powerhouse

You have your tested ads and segments, now it’s time to implement and
start optimizing for conversions. Combine the best-performing creatives with
the most responsive audiences to build high-impact ad sets.
Remember these are cold audiences that are interested in what you have
to offer, but may not be ready to buy. They are most probably on a stage of
“hey, you got my attention, now tell me more”. You need preparatory content
for them to take action once they head to your store.
On the other hand, your warm and hot segments are almost saying yes to your product. You can go
with a proven offer, a tested value stack they are inclined to react to. But note that these audiences
are not really scalable, as you will get them to exhaustion if you push too much. Your way to scale is
through proven cold segments and winning ads.
Now, let’s go back to our cold audiences, because experimentation has not ended. You should contin-
uously test, analyze, and iterate if you want to grow.
On post click phases - conversion phases - we call experimentation, optimization. Start with $20 to
$50 daily budgets for 2 to 5 days so that you can detect not only what doesn’t work, but also what will
help you scale.
The first metric you want to check in on is ROAS, and your flex point is your breakeven ROAS. No idea
what your breakeven is? Send us a request and get access to our free target ROAS calculator.
If an ad is below your breakeven ROAS, you need to go deeper and understand what is not working
so that you can make the correct adjustments:
1. Check if your CPM is at the benchmark: $10 - $22 for average ecomm (the exceptions are: new
accounts, niche industries, holiday season). If you are way over benchmark, it could be an audi-
ence size issue (frequency over 2 in the last 30 days) or that the algorithm understands that your
copy & creative are not resonating with your audience. Note that tweaking for people is not the
same as tweaking for the algorithm.
2. Check your outbound CTR (should be over 2%) and CPC (between $1 and $1.5). If you detect issues
here , your ad might not be relevant for the targeted segment.
3. Check your conversion rate, which should be at least 2%. If it’s not, then it’s probably related to
the landing page. Revise UX, product offering expectations vs ad messaging, pricing, and look for
technical issues.
What happens when you have an ad performing over your breakeven ROAS and with a good con-
version rate (2% - 3%)? You need to keep optimizing. Meaning: a/b test headlines, try different CTA and
hook variations, change colors, the position of the product, etc.
Why? Because we are looking for ads that have 8% - 12% conversion rate. These are the ones that
will create the stability you need to scale. If you start pushing on your 2% - 3%, you will set a premature
ceiling.
Phase 4: Scale Up.

The key is to augment your proven creatives on proven audiences, keeping
your core message consistent. You can scale per product, category, or
message.
Increase budgets by 10-20% every few days, monitoring performance

closely. Be patient, avoid aggressive increases that can destabilize your
campaigns.
Keep testing and continuously optimizing.
Scaling is not about throwing money at the wall. It’s about strategic growth, driven by data, testing,
and continuous optimization. The digital landscape is constantly evolving. Stay updated and adapt
your strategies accordingly.
Testing Creative Assets Meta
Testing Creative Assets for Meta
When it comes to advertising on Meta, your creative assets are a crucial part of your campaign.
Even if everything else is set up perfectly, poor creative assets can cause what would otherwise be a
well-performing campaign to be a failure. So, how do you know what assets will work best? Well, you
don’t. That’s where testing comes in.
The Importance of Testing

There is no single solution for what your creative assets should
consist of. What works for one product or brand, may be an utter
failure for another. You may have an idea of what your audience
will like, but there really is no guarantee until you try. This is why
testing is so important. Through trial and error you can discover
exactly which creative assets your audience responds to. With
proper testing, you will end up with the best performing ads, which
will lead to a noticeable increase in conversions.
Our Testing Methodology

To the untrained eye, testing may seem like it’s just trying as many different ideas as possible and
seeing what sticks. This is not the case. Testing should be done deliberately and with great care. In
order to ensure we stick to this scientific attitude, we have created our own methodology for testing
creative assets. This methodology will help keep you on track and consists of three phases.
Phase One: Exploration

The exploration phase is where you can take some risks. We call this the exploration phase because
we are exploring what message resonates with the audience and what will capture their attention. At
this point, we are not focused on generating conversions. Instead, we are looking for assets that gen-
erate high CTRs, and low CPCs and CPMs. This helps us to understand what captures attention and
triggers the user to find out more. Spend should be set extremely low in this phase to avoid burning
through your budget unnecessarily. Eventually, once we feel that we have gained enough insight, this
phase comes to an end.
Phase Two: Conversion-Based Testing

In this phase, we really want to see how well the new assets perform. We take the winners from
phase one, meaning the creatives that produced the desired metrics mentioned above, and launch
them in our already existing campaign. This allows them to compete against old assets to see how they
stack up.
Phase Three: Optimization

When we reach this point, our goal is to scale. We turn off
non-performing ads, meaning ads that have low conversion
metrics, and we scale the best performing ads. This ensures that we
are only spending our budget on ads that are generating revenue.
Phase three never really ends. We should always be working to

optimize our Meta ads to ensure that they are still generating con-
versions, allowing us to stay competitive in the marketplace. If you
notice performance is slipping, it is time to go back to phase one
and start testing yet again!
Examples of What to Test

We keep talking about testing different things in your ads, but what exactly do we mean by that?
Well, when it comes to creative assets there are two main things you can change: visuals and
messaging.
Testing Different Visuals

When it comes to the visual aspect of your Meta ads, there are a number of different options to
choose from. First, you’ll have to decide on what format of image you want to use. The choices include:
• GIFs
• Still Image
• Carousels
• Video
You will then have to choose the actual content of the image. You could go with lifestyle, showing
people using/wearing your product in everyday life. These are great for storytelling, and they help
shoppers see themselves using your product. On the other hand, you could go with a simple product
image, which just shows your product up close. This can be great for showing the details of your
product, and what makes it different from competitors.
So, of all of these options, which ones are best? Unfortunately, there’s no-one-size-fits-all answer
for that. Which visual creatives work is going to be different for every brand, and even for every indi-
vidual product within the same brand. You’ll have to test to find out what works for yours.
Testing Different Messaging

There are many different angles from which you can approach your messaging. It can be informa-
tive, humorous, professional, casual, or any combination of these. You’ll be surprised just how much of
a difference a change in copy can make when it comes to the performance of your ad.
Just like with images, there is no one answer for the type of messaging that works best. Try out dif-
ferent tones and content in your copy to learn what type of messaging works best for your brand and
products.
A/B Testing for Meta ads

When testing different iterations of a Meta ad, you’ll likely have a lot of ideas. Maybe you have an
idea for some new copy, as well as a new image you want to try out. You might be tempted to make
both changes and test the new ad. This is a mistake. Instead try A/B testing. This is making a version
of the ad with one change (e.g. changing the copy), and then seeing how it performs compared to the
unaltered version. This allows you to know exactly what changed the ad’s performance. Let’s say you
didn’t use A/B testing, and instead made multiple changes to the ad, such as a different image and
different copy. The ad then performs better. Great, right? No, because you will have no idea which
change was responsible for the better performance, meaning you really haven’t gained any insight
into what works with your audience. This is why we always recommend using A/B testing, and only
changing one thing at a time.
Need Help Testing Creative Assets for Meta?

The testing process can be a lot to take on by yourself. If you feel like you could use some support in
this arena, Rise Marketing Group would be happy to help. We’re specialists in designing and testing
creative assets to find the most effective ads for your brand.
Section 3: Feed Optimization Intro
E-commerce is all about one thing: your products. The product feed is the place to showcase your
products and show potential customers what makes them better than the alternatives. Your feed can
be shown on Google, Meta, Microsoft, Pinterest, and a plethora of other places. Optimizing your feed
is a necessity if you want to improve your conversion rate.
Feed Optimization Services

Optimizing a product feed really comes down to ensuring all necessary data is included. This helps
Google (and other platforms) show your feed to customers who are likely to buy your products. It’s
important to note that optimizing your feed not only impacts paid, but also organic results. We’re
capable of taking any product feed, optimizing it, and turning it into an invaluable asset for driving
sales.
At Rise, we’re specialists when it comes to knowing what data is needed for a fully optimized product
feed on Google. By giving Google the correct data, such as product category, product type, product
images, and more, your product will be shown in the feed of those most likely to buy it. Your product
may even be shown to (and find success with) demographics you hadn’t considered before. All of this
leads to an increase in sales. To learn more about feed optimization and how it can drive incremental
sales, check out our guide here.
Product Feed Optimization Feed Optimization
Product Feed Optimization To Drive Incremental Sales
Having an optimized product feed is incredibly important for scaling an ecommerce store. Whether
your store is on Shopify, Woocommerce or other ecommerce platofrms, to effectively advertise your
product catalog, you must have an optimized product feed. Without it, advertisers are wasting money.
In this segment we’re going to break down the following:
• What is product feed optimization
• Why a product feed needs to be optimized to drive more sales
• How to get free traffic and sales on Google Shopping
• How to optimize a product feed to drive more sales
• Link to a product feed optimization live stream we hosted that goes into even more detail
• Link to our ecommerce contact page if you’re in need of product feed optimization
What is product feed optimization?

To show products on Google, you need a product feed, which is uploaded into Google Merchant
Center. With this structured data, Google can match users to your products.
A common mistake we see at Rise Marketing Group are advertisers running ads based on a product
feed Shopify or Woocommerce spits out. We would strongly recommend against spending any money
on a campaign tied to an unoptimized feed. Google is smart, but it needs help to understand all
aspects of the product in order to rank on Google. This is why a feed needs to have as much data as
possible and be fully optimized to help Google match your products to potential customers. Without
additional data, your product won’t show to the right users looking to buy your products. Additionally,
without an optimized product feed, Google won’t understand:
• Inventory – you could be promoting products that are not in stock
• Keywords to match to your products
• Categorization of your products. Example, if you’re selling shoes, you want to tell Google what
type of shoe (dress, casual, running, basketball).
Advertising performance is determined by how optimized a product feed is

We generally see massive gains once a feed is optimized, vs. advertising a feed that wasn’t opti-
mized. This is because you’re giving Google a massive amount of data to show your product to the
right user at the right time. Without this information, Google is just guessing (as best as it can). To
stress the importance of an optimized feed, here is a case study of how we were able to scale an
ecommerce significantly, and product feed optimization was a large component of this ecommerce
case study. Given the importance of an optimized product feed, we would not recommend advertising
until a feed is optimized. Once you have an optimized feed, you can advertise with confidence on
Google via shopping and performance max campaigns, Bing shopping, Facebook, etc.
Free traffic and sales on Google Shopping
Aside from the benefit that your marketing campaigns will have significantly higher return on ad
spend, you will get free traffic and sales from Google. Several years ago, Google updated their
shopping platform to show free, organic product listings. This was a smart move as Google’s main
ecommerce competitor is Amazon, To provide a better user experience and make Google’s shopping
platform more useful, they list both paid product listings and free product listings. Just by having an
optimized feed uploaded within Google Merchant Center, expect some level of free traffic and sales.
You’ll get significantly more via advertising, but free is always a good thing.
Stand out from your competition with an optimized product feed

Adding different attributes to your product feed, such as sale prices, appealing images, copy, and
promotions, ratings and reviews will have your products stand out from the competition. This is espe-
cially important for resellers, you need to differentiate why a customer should buy from your store
than others.
Elements of product feed optimization

There are many factors that go into play for
product feed optimization, but we’re going to cover
the main components, based on return you can see
from optimizing these elements.
Google category
• Google will categorize your products for you,
but sometimes it’s not accurate.
• Use google taxonomy and try to find the cate-

gory that best describes your product and is the
most specific (2-3 levels deep)
Product type
Google product categories may not match your products, that’s why product type is an important
attribute to optimize. It allows us to give Google accurate signals and help the system understand what
an item is. Start with a broad group and end with a more specific group. Your attributes should be at
least 2-3 levels deep. *Pro tip – you can add more than one product type. Example: “safety footwear”
Google product category is not accurate:
• Apparel & Accessories > Shoes
• Business & Industrial > Work Safety Protective Gear
So we want to add product types:
• Apparel & Accessories > Shoes > Safety Footwear > Steel Toe Shoes
• Business & Industrial > Work Safety Protective Gear > Safety Foot-
wear > Steel Toe Shoes
Product title
Product title is an important one as it works as a keyword.
• Use a unique value for every product.
• Include important attributes & key details that make your product unique – size, gender, strong
brand, color. These will provide relevant information about your product and better match search
queries.
• Tip: If you have not identified which attributes are the most compelling, run experiments.
In the example below, you want to have the title be as specific as possible. A title of “iPhone” will be
way too generic and broad, you want to be as specific as possible (see last example). For users who are
searching for this exact product, you will likely show and have a strong conversion rate.
Product images
• High quality images that show your product attributes. Use minimal staging to avoid visual noise
and disapprovals.
• Avoid promo call outs on images (they may get rejected!)
• Tips:
• You can enable automatic image improvements to prevent disapprovals.
• Run experiments and test what image gets the best performance.
Landing page
• User experience has a high impact on ecomm performance. If the user clicks on a Shopping Card
and lands on a product page that contains different content, it will be confusing and most likely
leave your store.
• To meet users’ expectations, match your product data with your landing pages. For example, if
your product title / description states “Multicolor”, color choice on your product page should be
Multicolor, not “Rainbow”.
• If you have different variants of the same product, use variant urls.
Product labels
Segment priority products for your Google campaigns using product labels Adding labels will help
you categorize your products and focus on those items that have the most impact.
Ideas:
• Profitability
• Bestsellers
• Bundles
Product reviews
Product reviews will differentiate your product and store from the competition. Think from the
user perspective, they would prefer to buy a product or a store that’s highly rated, vs. sellers without
ratings.
Product promotions
Promotions are another great attribute to add, especially during key holiday seasons such as holiday,
cyber week, etc. Within Google Merchant Center you can upload product promotions and further
incentivize users and stick out from the competition with a promotion.
Other product attributions to complete

The aforementioned product fields are some of the biggest items to optimize towards, but a com-
plete optimized feed should also cover the items below.
• ID or SKU – business item identifier
• GTIN / MPN – global / manufacturer item identifiers
• Description – prioritize target keywords at the start of the description
• Price
• Brand – special attention if you are a retailer
• Availability
• Quantity to sell – if you are selling on Google
• Condition
• Color
• Material
• Size
• Size type
• Size system
• Gender
• Age group
• Shipping
• Taxes
• Labels
Where to advertise your product feed?
Once you have a fully optimized product feed, we would suggest marketing through the following:
• Through performance max, you can advertise on Google Shopping, which will be one of the key
channels for scaled ecommerce growth. In the link provided, we wrote a blog post that goes into
more detail on Google Performance Max for ecommerce stores.
• Microsoft shopping Through a helpful Google import tool, you can also advertise on Microsoft
shopping. This won’t drive the same scale as Google, but more is more!
• Meta Ads: Through a product feed, you can showcase your catalog across Facebook and
Instagram.
Product Feed Overview Feed Optimization
Product Feed, a Goldmine of Potential Profit.
For any e-com account, the product feed is where the biggest impact can be made. However, the
bare minimum is often done during setup, just to meet the requirements.
At Rise we take feed optimization seriously. With a few tweaks on your product’s attributes, you can
increase your return from Google Shopping & PMax campaigns. Your product feed links search queries
with the products you want to showcase. With a comprehensive and detail-rich feed, you can guar-
antee relevant matches for every search and maximize the effectiveness of your campaigns.
You can start with the basics, and once they are in place, move on to deeper optimization points.
#1 Product Title
We usually encounter product titles that have been pulled from Shopify, Woocommerce, or whatever
platform the client is using, with no further thought. Additionally, many businesses rely on guesswork
when creating their item titles, which leads to missed opportunities.
Here’s how to write effective titles that grab attention and boost your performance:
• Ditch the Hyphens & Embrace Keywords: Limited space in catalogs shouldn’t limit your reach.
Analyze search term reports from Google Shopping or Search Console to identify relevant key-
words shoppers use.
• Data-Driven Decisions: Don’t guess! Use search data to understand what terms customers are
searching for. Base your titles around these keywords while maintaining clarity.
Bonus Tip: Focus on Clarity & Avoid Clutter
• Ditch Subjective Terms: Avoid words like “amazing” or “fantastic.” Let the features speak for
themselves.
• No Sales Talk: Focus on product information, not promotions. Time-sensitive offers can be dis-
played elsewhere.
• Keep it Clean: Avoid excessive punctuation, ALL CAPS, or unnecessary symbols.
By following these steps, you can create clear, keyword-rich titles that get your products noticed and
improve your ranking in Google Shopping.
#2 Image
Great product images do more than just display your offerings, they’re the first impression that
grabs potential customers’ attention and entices them to click. Google sets some basic image require-
ments (size, format, etc.), but that’s just the starting point.
Google’s Image Guidelines
• Minimum size: 100x100 pixels (ideally 250x250 or larger)
• Accepted formats: GIF (non-animated), JPEG, PNG, BMP,

TIFF
• Keep it clean: No overlays, promotional text, watermarks,

or CTAs.
• Focus on the product: Eliminate unnecessary props or

service information.
Now, what is it with the white background?
While Google suggests plain white backgrounds to emphasize the product, there’s room for explora-
tion. Consider experimenting with lifestyle images to showcase your product in real-world settings. If
you have lifestyle images, we recommend adding the lifestyle_image_link attribute so that google can
start showing them to potential customers.
Design unique visuals to test against your standard images, and then analyze results: which product
image got higher CTR and CVR? Experimenting is the only way to boost performance!
#3 Google Category & Product Type

These attributes serve as foundational elements that significantly impact product visibility and rele-
vance. But as Google can categorize your listings for you, most advertisers just trust the machine for
the task.
Well, let me tell you, Google is not always accurate and you may end up showing your product on
irrelevant search queries - aka wasting your money.
Precise categorization helps Google understand the nature of your products better. Take the time to
go over google product taxonomy and select the category that best describes your listing.
In some cases, google categories may not represent your products. That’s why you have the
product_type attribute. This allows you to create your own categorization.
#4 Product Description
This attribute is often overlooked but that can also help you land relevant impressions and conver-
sions. Google also crawls your descriptions to determine if your listing is relevant for a search query, so
the keywords you use play a role in determining the relevance of your product.
Our best practices:
• Put the most important information first, as Google only shows the first 145-180 characters of
your product description.
• Add accurate and descriptive keywords to your product_description attribute. But note that the
structure of your description needs to make sense and provide value. It’s not just about stuffing in
as many keywords as possible.
• Highlight product features.
• Do not include promotional text.
#5 Age Group & Gender

These attributes are basic signals that help Google understand your product and target audience. It’s
not the same to promote a hat for a kid versus a hat for an adult or jeans for women versus jeans for
men. Don’t waste your money and make sure your age_group and gender attributes are correctly set
up.
#6 Item Group id
Should you include all your product variations in your feed or only the main product, the “parent
product”?
There are pros and cons for both. On one hand, adding only the main product saves on costs and
maintenance, but can lead to irrelevant clicks and issues with searches focusing on specific features
(like size or color).
On the other hand, adding all variations ensures accurate matches and avoids irrelevant clicks, but
requires more data management and can increase advertising costs.
From our experience, we recommend including all variations ensuring each variation has a unique
title that reflects its specific features (size, color, etc.) to improve search relevance.
#7 Product Highlights
With product_highlights you can add bullet points with important product information. It’s an easy
way to show the potential new customer unique features before they click through to your site.
Product highlights should be easy, quick-to-scan fragments that answer the most common
questions.
#8 Google Search index link

Optimizing your feed not only helps you improve ads performance but also boost your organic
conversions.
What product should Google show when you have a lot of variants on your free listing catalog, and
someone uses a generic search query? You’d probably want to show your best selling variant. With the
canonical_link attribute, you get to decide what listing to show, instead of Google needing to crawl
your site and set whichever URL it considers to be the most representative as the canonical link
The above mentioned are only a few of all the product attributes you should be working on. We
took the time to point out the aforementioned attributes, because we find that these have the greatest
impact and some are usually overseen.
If you need any help with your product feed, don’t hesitate to ask!
Google Merchant Center Feed Optimization
How to Get the Most out of Your Google Merchant Center Account
Vital to any ecommerce business is the ability to have your product showcased in a place where it
will be seen by thousands of potential buyers. You could have the best product in the world but if no
one ever sees it, it’s not going to sell very well, if at all. For this reason, we always recommend that our
clients use Google Merchant Center (GMC).
What Is Google Merchant Center?

At its most basic level, Google Merchant Center is an online tool that helps businesses sell their prod-
ucts. It accomplishes this by allowing you to upload your product catalog so that your products appear
across Search, Maps, YouTube and Google’s Display Network. Your products will then begin appearing
in Google Search results where they can easily be seen by users whose searches are related to your
product.
There are two ways you can make use of Google Merchant Center. They are:
• Free Listings- This will allow your products to be shown organically when Google believes a user’s
query is related to one of your products. Having a robust search engine optimization strategy will
go a long way in having your product shown in organic listings.
• Paid Listings- These work by connecting with your Google Ad campaigns, allowing you to pay to
have your product shown, just like with a traditional ad.
Unfortunately, many advertisers underestimate just how useful and powerful GMC can be when
it comes to driving sales. Most will only check in on their GMC account at the very start of a project,
letting it fall by the wayside as time goes on. This lack of attention eventually leads to issues at the feed
or account level, resulting in their accounts being suspended. It is only after seeing the negative impact
this suspension has on sales that they realize just how powerful GMC is.
Understanding Your GMC Account

When your products are showcased on the search engine results page (SERP), a plethora of infor-
mation will be provided to users. This includes what products are shown, promotions, sales, shipping
info, returns, reviews, product details and more. You provide all of this information through your GMC
account, which is why it is important to understand your account and review it periodically. Now, let’s
dive into some of the fundamentals of your GMC account you’ll need to know to use it effectively.
Settings
When setting up your Google Merchant Center, you will need to provide information in order to
establish a number of settings. These settings are:
• Business Information- You will need to provide all relevant information about your business. This
includes business name and address, website, and contact details.
• Brand- You will need to provide business logos and colors to help customers recognize your brand
and products.
• Shipping Policies- Here, you will choose which countries, regions, states you are able to ship to, as
well as what currencies you accept. In addition, Google requires you to upload shipping costs and
delivery times. Make sure the information is accurate.
• Return Policies- This is where you can specify if you accept returns and if so, under what terms -
costs, return window.
• Taxes- Based on where your business is located, Google will suggest a sales tax setup for you to
use. If desired, you can also choose to input your sales tax settings manually. Make sure these are
accurate, if your GMC settings do not reflect what the user then finds on your online store, you can
be suspended.
• Auto-Improvements- You will need to decide whether or not to allow Google to make auto-im-
provements. When this setting is turned on, product details will be automatically updated when
changes are made on your website. For example, if you lower the price of a product. Using
auto-improvements can greatly improve the customer experience.
Make sure you double check everything with these settings. All of this information will be shown to
customers. If it is incorrect, it could negatively impact customer experience, cause a loss of sales, and
an increase in returns.
Product Feed
The product feed is the list of all your products and relevant information regarding them. This feed
is what Google will pull from when displaying your products on the SERP. Careful attention should be
paid to your product feed to ensure that accurate information is being given to potential customers.
For more information regarding your product feed and how to optimize it, check out our guide here.
Once your primary feed is created and optimized, it is

wise to consider the use of supplemental feeds. A sup-
plemental feed provides information that is not present
in the primary feed, such as labels based on perfor-
mance, additional product attributes, user preferences,
and much more.
Growth Opportunities
Google Merchant Center is capable of providing powerful insights that can be used to help grow
your business. These insights mainly come in the form of different reports. If you do not inspect these
reports and digest the information within, then you are not using Google Merchant Center to its full
potential. We find that the three most useful reports are:
• Performance Reports- This report will provide a wealth of information on how your product
is performing. It will show impressions, clicks, and conversions. You are able to segment these
reports by country, product, brand, or category. Performance reports can be extremely useful for
finding pain points, allowing you to begin forming a plan to address them.
• Competitiveness Reports- Here, you’ll be able to see how your competitors are pricing the same
products that you sell. You will also see the average price being charged for the products you offer.
Frequently reading this report is vital if you want your prices to stay competitive. Remember,
keeping your prices competitive is integral to driving sales.
• Bestseller Insights- GMC will tell you which brands and products are currently selling the best.
It will also tell you whether or not you currently offer them. This info is extremely useful when
it comes to growth. It can help you make decisions when it comes to expanding your product
catalog. It can also help you notice seasonal trends and take advantage of them to increase sales.
These reports are not meant to only be checked once. You should make looking at them a part of
your routine. Staying up to date on the information they provide can go a long way in making your
business a success and allowing it to experience continual growth.
There are also two tools within GMC that you should be sure to use if you want your business to grow.
These are customer reviews/product ratings and promotions. The more positive reviews or ratings
your products receive, the more likely they are to be shown to users, and the more likely those users will
be to make a purchase. Consider having a call to action on your website for customers to leave reviews
of your business and ratings of your product.
Promotions are an extremely powerful tool

when it comes to driving sales. Currently, Google
accepts the following promotion types:
• Discounts
• Free Gifts
• Free or Discounted Shipping
Oftentimes, using one or more of these pro-

motions will result in a marked increase in sales.
Promotions can also be very effective if used sea-
sonally, such as with swimsuits at the beginning of
summer or common gifts near holidays.
Need Help Getting the Most out of Your Google Merchant Center Account?
We know that really diving into your Google Merchant Center account can be intimidating. If you
need any help with setting up your GMC account or making use of the insights it provides, Rise Mar-
keting Group would love to help. Click here to go to our ecommerce services page and fill out the
contact form. We’ll get in touch as soon as possible to see how we can help!
Afterword
Congratulations on completing over 65 pages of actionable strategies designed to help grow your
ecommerce store!
If you’ve read through the ebook and feel ready to take the next step with a professional team, we’d
love to connect. We offer a free marketing consultation to every potential client, giving you personal-
ized insights into your business.
Also, don’t forget to follow us on YouTube, Instagram, LinkedIn for regular updates, tips, and insights
into the world of marketing. We’re constantly sharing new strategies to help you stay ahead of the
curve!
Happy marketing!
Ben Lund
Founder, Rise Marketing Group
www.risemkg.com
[email protected]

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Cover

PMAX for Ecommerce 12

Google Bid Strategies 17

How to Scale Google Campaigns 22

Section 2: Meta Intro 29

Advantage+ for Ecomm Businesses 36

Creative Assets for Meta 40

How to Scale Meta Campaigns 43

Testing Creative Assets 47

Section 3: Feed Optimization Intro 50

Product Feed Overview 58

Google Merchant Center 62

• Meta (Facebook & Instagram)

• Product feed optimization

Additionally, we’d love to hear your feedback on our guide!

Google Ads Services

Search campaigns look like this:

Shopping campaigns look like this:

PMAX for Ecomm

#2 Shopping campaigns - intent split structure:

This will cause all generic and irrele-

#3 Display Remarketing - splitted into:

• Display Hot Segments

• You have enhanced conversion tracking set up.

• Low Margin > higher tROAS

• High Margin > lower tROAS

• Bestsellers > higher tROAS

• Zombies > lower tROAS

audiences. It should look like this:

• For Prospecting, build ad groups based on segments:

1. Google is pushing toward automotion.

What Is Performance Max?

2. The ability to guide the system effectively.

What Inputs Do I Have with Performance Max Campaigns?

• Define your budget.

• Geo-targeting. Watch out for default location settings!

• Use (or not) URL expansion.

• Integrate your product feed (Listing groups).

How to Structure Performance Max Campaigns for Ecommerce

• Product margins and profitability.

• Inventory & Product availability.

• Shipping & Logistics

• Pricing and promotional models.

• Economy & Industry context.

1. Determine the Number of Campaigns

2. Define Bidding Strategy and Budget

3. Building Asset Groups

4. Integrate Your Merchant Center Catalog

• Google product category

5. Set Up Audience Signals

• 1st party data (Customer Match lists)

• GA4 Remarketing & Predictive Segments

6. Add Creative Assets

Also, don’t duplicate your Merchant Center feed imagery.

Download Your Evaluation Checklist for Performance Max

We created a checklist to guide you in the evaluation process.

• Smart bidding strategies include:

• Max Conversion Value

What is smart bidding