Mike Rizzo | Ecom Google Ads

The Google Ads account structure framework we use to scale ecom brands from $50/day to $1,000/day and beyond profitably 👇

@zachmstuck Gotta get that over to Road America ASAP!

New art for the garage 😈

@growthzacks Are you typically using Max Conversion bid strategy then? Or you are still using tROAS but keeping it extremely low?

Target ROAS bidding doesn’t make your ads more efficient. It just makes your audience smaller.   When you raise your target ROAS, you’re not magically improving performance.   You’re just telling the auction: “Only show me the people most likely to convert.”   That sounds good… until you realize you get pushed into smaller, higher-intent pockets of demand. - Your CPMs go up. - Your audience gets warmer. - Your reach gets constrained.   And now you’re competing harder for the same bottom-of-funnel users everyone else wants.   I've seen this play out in real accounts.   As soon as they lean into value-based bidding, CPMs increase and traffic quality looks "better" — but only because they were concentrating on people already close to converting.   That’s not efficiency. That’s filtering.   It’s the same reason one-day click or aggressive ROAS targets tend to skew results: You’re over-indexing on the most in-market users and under-serving everyone else.   So yes, you might see stronger conversion rates.   But you’re also: - Limiting new customer reach - Reducing percent new visits - Increasing frequency on the same users   If you actually want scale, you have to do the opposite and go broader.   Reach more people who are still high intent. But not just people who are ready to buy TODAY.

@binghott I never understood why Meta hasn't Meta this extremely simple and transparent to do. Wouldn't social proof be a win-win-win in most cases for the the advertiser, the consumer, and Meta??

Meta media buyers: what's the best way to duplicate old ads into newer ad sets while retaining engagements? (aside from "use existing post") So far, the only thing I've seen is turning off Threads placement at the ad set level. There's gotta be a better solution.

@jordan_ross_8F Marketing

Anthropic ran their entire marketing operation with one person. $380 billion company. Paid search. Paid social. SEO. Email. App stores. One non-technical hire doing all of it — for 10 months. I pulled it apart. Compared it to every system we've built across the clients we've worked with. Then asked myself one question: If I had to reverse engineer this from scratch — what would it actually look like? Turns out the architecture isn't that complicated. I mapped the whole thing into a 47-page PDF you can upload directly to any LLM. It coaches you through building your own version step by step. Comment "marketing" and I'll send it over.

@AlfieJCarter CLAUDE

If you don't have my "Claude Power User Playbook" yet... The one I built to get 10x more output from Claude every session with a complete system across settings, prompting frameworks, file creation, memory management, and advanced workflows... Just comment "CLAUDE" and I'll DM it to you for free (must follow)

Me to AI: Based on all the info you have regarding traffic sources, traffic quality, engagement rates, channel performance, days to convert from each channel and more, how would you better optimize our media mix to better balance out new customer growth and efficiency? AI: Invest 40% of your budget into Email marketing...............

@ToriiRowe Banks really don't like when you don't have a w2 😬

Buying a house as an Entrepreneur may be the most annoying and frustrating thing I have ever done. -- -- “Where did you live in 2004 when you were 14 and worked at Burger King?” - Lender “My parents house” - Me “Ok we need to talk to the manager at Burger King to verify that income also send over your tax document for that year.” - Lender

@zachmstuck This is awesome, congrats Zach! Well deserved success. I really enjoyed my time at Homestead and learned a ton about DTC. I appreciate the opportunity you and @_RileyTrotter gave me there 🙏

I started a little marketing agency 7 years ago called Homestead, named after the street I grew up on. I had the vision to build something special and looking back now, I think we did exactly that. Today I’m excited to announce that Homestead has been acquired by Verndale (also recently acquired VAAN Group) in an effort to create a DTC growth platform built to support brands across the entire commerce lifecycle. I’m extremely grateful to my business partner @_RileyTrotter for all of the time he’s given this company and all the incredible work that he’s done. Riley took over as CEO a few years ago and Homestead wouldn’t be where we are today without his leadership and pursuit of greatness. I can’t say enough about my other partners @kellybird__ and @jsappington. These two have shown a level of commitment to building this company that is unmatched. Watching them both grow as leaders over the last few years has been nothing short of inspiring. To all our current and past team members, thank you for always giving Homestead and our clients 100% effort. Will forever be grateful to you all for helping us get to where we are today. To all of our clients, thank you for trusting in us to help grow your businesses. This is not an easy task and we have never taken it lightly. As for me, I’m officially stepping out of the agency business, but as most of you know I haven’t been involved in the company for some time as Riley/Kelly/Jacob have been and will continue to lead Homestead for years to come. Expect to see more updates on the brands I’ve been building in weeks to come.

@git_rudra Sent!

I've been getting lots of questions recently about how to launch or relaunch Google Ads for an ecom brand. I put together a comprehensive 10 page Google Doc covering structure, bid strategies, budget allocations, and more. If you'd like access, comment "ads" and I'll send you the link

@shirt_poster Sent!

@MikeJRizzo_ ads

A few important audiences to build out in GA4 for use in Google Ads. I like to add 7, 14, 30, 90, 180, 365, and 540 day timeframes for each. Start with non-purchasers, cart abandoners, and purchasers for use in remarketing, lookalikes, and exclusions for your campaigns.

@kier_rowan Didn't see a DM come through yet. Happy to chat though

@MikeJRizzo_ Always exciting to see new brands onboard! genuinely curious how Ecom Google Ads repurposes short-form content dropped you a DM 👍

Always fun when you can onboard a new brand and have a big impact right away 🔥

@ScaleEcommerce For sure - the client has a great product, tons of social proof, and strong creatives we could leverage. Always a team effort with clients. Still feels good to grab some quick wins for them!

@mikesclarity Haha appreciate it!

@MikeJRizzo_ good shit Mike must be the name why you're this good ;)

@john_marto It also goes up (temporarily) if you dismiss the suggestions lol

Your optimisation score is 92%. Congrats. You get a gold star from Google 😂 That score goes up every time you accept a recommendation. Almost every recommendation involves spending more or loosening targeting. Funny how that works! This week I had a brand owner managing their own account, but struggling to scale profitably and looking for help. Their optimisation score was through the roof, so they assumed they were doing a great job. 40% of their search budget was going to terms like "free samples" competitor brand names and completely irrelevant search queries. Shopping was pushing their lowest margin SKUs because Google optimises for volume, not profit. But according to Google, everything was great. Your Google Ads strategy should be built around YOUR business, not Google's margins.

Google ads shopping set up that can scale to $1,000+/day: 1. Best-sellers campaign segmented by your top 1 to 5 SKUs (ideally similar margins) set to high priority 2. Catch-all campaign set at medium priority with a higher tROAS 3. Brand shopping set at low priority. Weekly exclusions of non-brand search terms. Use mCPC or a much higher tROAS target for bidding

@emmaeni__ Get your Merchant Center and feed dialed in and compliant ASAP

@MikeJRizzo_ What's the main advice for this now?

Recently built out a Google Ads account from scratch for a launch brand in the supplement space. Usually we’re working with established brands who have previous ad spend, historical data to analyze, and fully set up GMC, GA4, etc so cool experience to be hands-on from the beginning. Here are the foundational items we worked on to set their account up for success: 1. Merchant Center set up including shipping and return policies, business info, and product feed 2. Optimizing product feed through keyword research for titles, compelling descriptions and product imagery, setting up the product categories, and ensuring GTINs were there 3. Campaign builds including standard shopping, brand search, and dynamic remarketing. Also put together ad copy for Search and set up relevant ad assets to improve CTR and lower CPCs 4. Enabled conversion tracking and proper linking of data sources like Shopify and GA4, along with audience creation for targeting/exclusions 5.Budget and bid strategies to maximize results alongside Meta Ads If your brand is spending on Meta, but not on Google yet, I’d love to connect with you and build out an optimal account that powers new customer acquisition. Comment below if you’re interested.

@georgeclem You can turn this off at the account level too so you don't have to go into every campaign. Similar on Google Ads where display network traffic is trash and should be checked off on search campaigns