Kirk Williams' DTC Google Ads Strategy Actually Works

Jan 4, 2024

In this podcast, Kirk Williams discusses the importance of Google Ads for DTC brands, Google's antitrust case, concerns about Performance Max, advantage plus shopping campaigns, marketing differences between Google and Meta, new customer campaign success, efficiency in the supply chain, Google's advertising challenges, search advertising strategies, and agency brand relations.

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Introduction

00:00 • 2min

The Importance of Google Ads in E-commerce Budgets

01:31 • 20min

Inbound versus Outbound Marketing and the Complexity of P max

21:23 • 8min

Untapped Efficiency in Ecommerce Supply Chain & Optimization in Google

29:30 • 6min

Determining Effective Keywords and Ad Text in Google Ads

35:28 • 12min

Setting up and optimizing Google Ads for a specific product

47:49 • 4min

Google Ad Strategies: Narrowing the Scope and Future Discussions

51:39 • 2min

The first place you should spend your ad dollars as a DTC brand is Meta. The second is Google.

Most people would agree with this comment, but they also see the same problem I do: it's incredibly easy to waste money on Google Ads because of the black box that is Performance Max and the 500 other ways Branded Search clicks inflate ROAS and hide bad dollars.

I know enough about this to have helped some clients stop wasting money in these ways. But I haven't known enough to help clients actually MAKE money there.

Which is where Kirk Williams comes in.

Kirk has been running Google Ads for well over a decade and is now the CEO of ZATO Marketing, a Google Ads agency that does great work.

Tune in for an episode where he explains Google's ad-related legal battles, the best strategies for DTC, and how to make Performance Max

EPISODE HIGHLIGHTS

[00:05:46] Google's antitrust case.
[00:08:21] Google manipulating search auctions.
[00:09:22] Auction reserve pricing and trust.
[00:13:38] Concerns about Google's PMAX.
[00:18:03] Advantage Plus shopping campaigns.
[00:19:34] Marketing differences between Google and Meta
[00:21:39] Complexity of PMAX campaign types.
[00:27:18] New customer campaign success.
[00:29:33] Efficiency in supply chain.
[00:33:01] Google's advertising challenges.
[00:36:52] The challenge of competing on Google.
[00:45:41] Advertising budget and ROI.
[00:46:19] Search advertising strategies.
[00:52:06] Agency brand relations.

EPISODE SPONSOR

Add supply chain experts to your team at a drastically lower cost than you're expecting by hiring More Fractional Supply Chain, a service of my friends at More Staffing. Visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://morenow.co⁠ and use the code AJF20 to get 20% off your first 3 months.

FOLLOW UP WITH KIRK

Follow Kirk on X: ⁠@PPCKirk
Work With ZATO Marketing: https://zatomarketing.com/

FOLLOW UP WITH ANDREW

Follow Andrew on X: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@andrewjfaris⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Email Andrew: podcast@ajfgrowth.com
Work with Andrew: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.ajfgrowth.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

EPISODE MUSIC

Music Intro: "⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Tell Me Mama⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠" by The Devious Means
Music Outro: "⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Rusty Little Scissors⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠" by The Devious Means