Jesse Cunningham Explains His Google Ads Strategy

0:00In this video, let's talk about how to create a Google Ads account that actually works, right? I'm talking about Google Ads for high ticket e-commerce. Take e-commerce, take Google Ads. You can combine them both to have a really potent level of success, quickly too, by the way. But most people suck at it. They don't do Google Ads well. It's terrible. Why? Because their system is just bad. The system with high ticket e-com is more complicated.

0:23It is more nuanced. But people, they still treat it like a volume game. It's kind of like spray and pray. It's like, let's get some clicks in and let's hope it works. Like, volume is not here on high ticket e-com. That's not how you do this. We're going to talk about it in this video. It can work when you're selling like $19 impulse product, like a disruption marketing tactic, like a t-shirt with a funny thing on it.

0:44But it will completely fail when you sell a $3,000 high ticket item, like say a wooden gazebo, right? High ticket e-com, it's not about traffic. It's about search intent. And once you understand that, your profitability stops becoming this mysterious thing and can become predictable. Now, here's what we're actually talking about in this video. Let's ground this into a real category. Let's talk about a real thing.

1:08Let's talk about gazebos and pergolas. These are not, think about it, these are not impulse purchases. Nobody sees a gazebo and they want to buy it today. Right now, I have to have it, right? People research, they compare, they worry about things. They worry about like the size, the fit, the installation, the durability, the aesthetics, the regulations, the permitting. My goodness, they have to do research. This is not impulse buys. We don't want to do that.

1:31And this means, right, the job of your ads, Google ads, is not to stop the scroll, the persuasion and create demand. It's not disruption marketing anymore. It's demand capture. There's already demand there. That's why I like this strategy so much more than disruption marketing, right? You are capturing demand that already exists. And most brands, they do not do that. They scatter gun and they waste a lot of money, you know, sending ads here, left and right and center.

1:59And that absolutely kills profitability. Now, I run the 1% e-com club with a few founders, right? And they crush it. And we help people build these type of websites. And this is what we see a lot of people doing wrong. This is what 99% of brands are doing wrong. Because it is the way that Google pushes you. Think about it. Google makes money how?

2:18By you spending ads on their platform and they push you to spend ads in a very particular manner. If you listen to that advice, the generic P-Max type of advice, you're not going to make it, right? So here's how they push you. One shopping campaign, one blended bid, everything lumped together. Which works great for you to spend money on their platform, but it's terrible for your profitability, right?

2:39Think of generic search terms, mid intent search terms, high intent search terms. They're all created or rather they're all treated equal with their tactics. Like think of like gazebo, quote unquote, gazebo. Someone types in gazebo. It is not the same when someone types in 12 by 14 vinyl wood in gazebo. But most accounts, most Google ads accounts unintentionally price them the same.

3:02They have one campaign, one bid, no control. And that single setup error leaves the door wide open for people like me. Because if I see that and I see that's the way you're bidding your Google ads, it means I can come in and I can take your piece of the pie. Now listen, in high ticket e-comm, which is what we're talking about here, which is different than e-comm in general. E-comm in general, you can sell anything.

3:23E-commerce, like you can sell anything online. What we're talking about in high ticket e-comm, it's something that has a high AOV, average order value, thousands of dollars, right? We sell less of a thing, but we make more money. So in high ticket e-comm, intent is the asset. Intent, very important word. The more specific the search, the intent, the more valuable is the click. Because when search intent goes up, so does the conversion rate.

3:47So the model, this model has to cater for this. That's why we structure paid traffic around intent tiers, not volume. Now here's the meat and potatoes. This is the three tier funnel system. So let's think in three layers. So tier one is browsing intent. So these are early stage searches. Think of gazebo, think of pergola ideas. These are high volume, they're low intent, they're low conversion. You still want this traffic, but you want it cheap. It has to be cheap enough, right? And you're happy to give some impression share to avoid budget wastage.

4:23This traffic, this first tier, it's for awareness, but it's not for acquisition. You're not making big money here. Now tier number two is narrowing intent. So the buyer at this point in their journey is narrowing their search and getting an idea of what they want. They've done a little research, right? When they type in a 12 by 12 gazebo or gazebo with a solid roof or a specific brand name, like in the search, they're going to have fewer searches. They're going to be in general fewer searches and there's definitely a higher seriousness about it. There's moderate conversion here. We want to be here. We want to be a bit more competitive here too, right? These

5:00aren't the 100% winners. This is tier two, right? But they still will convert at a decent rate. Now layer number three, the most important layer is purchase intent. Purchase intent, this is where the money is made. So think about it. Here's some search terms, right? 12 by 14 wooden gazebo kit. Excellent. Think of like one that says brand name plus product name or 12 foot wooden gazebo with installation included. They have specific size. They have specific materials, specific use case. This is the stuff, right? It's no longer browsing. It's ready to buy the thing.

5:34This traffic deserves very aggressive bidding. Now let's take a step back a second. Let's talk about something that most people do, most people do wrong and it's why one campaign fails, right? Here's the idea. One campaign for everything fails. When all intent levels live on one campaign, Google pushes you to volume and not to value. That's the problem, right? Don't let Google just spend your money willy-nilly. Generic terms, they eat at your budget. High intent terms, they never get enough impression share in this scenario. Conversion rate, it looks bad. It's dragged down by the generic terms. The end result, if you do one campaign for everything, is a very unprofitable

6:16account. But the account, here's the good news, is not broken. The account in this scenario is not broken. It's just that the structure is wrong. Now here is the correct logic. This is the system. This is how you should be having an internal conversation with yourself. Instead of doing what most people do, they ask themselves, how do I get cheaper clicks in Google? You should be asking which clicks in Google ads are worth paying for, right? Instead of asking things, how do I get more traffic? That's just vanity. Traffic is vanity. You should be asking, how do I get more

6:44high intent to convert traffic? You intentionally underbid low-intent searches. We are going to competitively bid mid-intent searches, and then we're going to dominate the high stuff. The high intent searches where everyone's buying stuff, we are going to dominate it, right? Your average CPC cost per click may stay similar, but the distribution of clicks, it changes. And that's where ROAS is born. And if I want to tie all this into a neat bow for you, I will say shopping ads are our traffic foundation, and then we layer hyper-optimized search ads. So listen, search text ads fail when relevance is broken. So someone searches, here's an example, a 16 by 16 cedar wood gazebo. They

7:28should not land on your homepage. Do you feel me? They should not land on a generic collection page. They have to search through unrelated products, and this is what like 99% of brands do. They should instead land on a landing page, hyper-optimized for that, for the 16 by 16 cedar wood gazebo. If someone types in something specific, they need to land on that specific landing page. I mean, it sounds very logical, but if you go onto Google and type things right now, like I dare you do it, see what comes up, and you'd be surprised at how many companies are wasted money. And this matters

8:02because Google ads is not simply a pay to win structure. It's a weighted auction, right? It's like bid times quality score equals position. Quality score matters. If we smash search relevance, or our Google quality score goes up in the amount we need to bid to occupy first position goes down. And that little simple hack will allow you to dominate high intent keywords to convert them to make ROAS to make more money. Now, before we get into the last step of this thing, right, we've done all the steps. Now we get to the last step. I want to invite you to the

8:331% e-com club. It's one of the fastest growing communities on school. If you want to run a high ticket e-com website, this is for you, right? And there's a free side, there's a premium side, and there's a partnership side. Free, join it, check it out, learn, see if it's for you. Premium, you get access to everything, and then partnership is by invitation only. I'll talk more about that in later videos. But listen, I want to invite you, right? Here's a formal invitation. So the last step here, make sure there's no like leaks in our boat. So we're going to plug the leaks in

9:00our funnel, boat funnel synonymous, right? So we are pumping in high propensity to convert traffic, but 99% of sessions will still end without a conversion. So we need to put as many prospective buyers back into our funnel as possible. So retargeting right now is slept on. If you saw the real tactics to retarget, it would blow your mind. I guarantee it. The most you see from normal competitors is like dynamic product ads where you view a product and see it 50 times a day for a week. That's terrible. The frequency sucks. But that doesn't cut it for high ticket e-com, what we're talking about here. People don't forget to buy or get distracted. This isn't

9:38disruption marketing. They just have barriers to purchase. So if your retarget addresses those barriers and objections, your chance of getting the conversion goes up even further. If there's doubt, resolve the doubt. If there's fear, reduce the fear. You know, reinforce the confidence here. In high ticket outdoor products like the one we're talking about here, the fears are predictable. It's like, will this actually fit my space? Or how hard is installation? Or what will it look like?

10:04Or what will it cost to run? Or are permitting going to be issues? Is the county going to shut me down? So retargeting exists to address those type of questions and move your prospects down the funnel so they hit ready to purchase. So there you have it. This is built upon a $700,000 exit that was recently done by one of the founders in the 1% e-com club. In other words, he built a website and within two years he sold it for 700,000. And the most recent one, Jayden's most recent website did $88,000 in month one. This is one of the founders in the 1% e-com

10:34club who you will be learning from. So join for free, check it out, see if it's for you. Join the premium side when you're ready to attack. And then maybe one day we'll have a partnership together where we are working on your website together.