Google Ads for Commercial LED Lighting Store

We usually approach eComm projects with two different types of campaigns—regular search ads and Product Listing Ads.

Product Listings Ads, or PLA’s are easy to spot—they show a picture of a product in Google search results.

There are quite a few advantages to PLA’s notably:

  • Low cost-per-click

  • Excellent coverage for long-tail keywords

For example if someone searches for something really specific like “T8 Electronic Fluorescent Ballast”—a group of products this store carries:

Screen Shot 2019-02-05 at 1.47.45 PM.png

We may want to show some PLA ads like these:

Screen Shot 2019-02-05 at 1.34.27 PM.png

I’m definitely noting that things look competitive.

This store 1000blubs.com is not kidding around.

In that example above they’re owning the search results page. Notice how 4/5 ads are for the same store? That’s good Google Ads management.

I’m also realizing there are going to be significant differences in the prices between the product categories.

For example for the product group I mentioned above—T8 Electronic Fluorescent Ballast. There are 6 products that group with an average cost of $11.47

That’s gonna be a tight funnel!

So what if we started with higher cost products?

I built a test plan using these groups to get us started:

  • LED area lights

  • LED wall packs

  • LED high bays

  • LED canopy lights

  • LED gas station canopy lights

And I’m getting a positive ROI:

screencapture-ads-google-aw-keywordplanner-plan-overview-2019-02-05-14_40_25.png

Definitely important to note here that I’m using 1.5% for conversion rate. Most of the time I start with 1%. And average value per sale = $170.

Big changes in either of those would affect the model without question.

Looking at the investment over a year:

Screen Shot 2019-02-05 at 3.08.48 PM.png

This is a decent size market.

But for sure a job for pro PPC marketers.

The ROI is tight and as a result the ability to control and monitor CPC’s and conversion rates are absolutely critical for success.

I think it’s also worth noting that these ROI calculations are not factoring in things like lifetime value and repeat business and the general branding impact from reaching almost 4 million people and driving almost 30k clicks to the website. That’s tougher to quantify but valuable nonetheless.

Final Conclusion

Big market. Lots of opportunity. But don’t try this at home!

Seriously though this one is a job for the pros.

A workable Google Ads funnel for sure, a predictable way to directly drive sales—especially on higher ticket products, and grow brand awareness. But needs lots of focus and attention to KPI’s.


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