Victor Tomas | Google Ads for Ecommerce & DTC
@victortomasecom
Followers
4,056
Following
332
Media
459
Statuses
9,809
I run your favorite brands Google ads | Lights․com, Understatement, General Prepper, Kind Patches, Decor Room, Twist & Tango | Founder @ciasomedia & @acsserads
Get in touch 👉
Joined December 2012
Don't wanna be here?
Send us removal request.
Explore trending content on Musk Viewer
Rogan
• 314526 Tweets
Amorim
• 233109 Tweets
Sporting
• 128819 Tweets
Southport
• 123635 Tweets
#النصر_التعاون
• 79373 Tweets
Wayans
• 78739 Tweets
Scary Movie
• 76774 Tweets
SÃO PAULO TOMORROW
• 35817 Tweets
رونالدو
• 30897 Tweets
Colts
• 27415 Tweets
Teri Garr
• 25428 Tweets
#الاهلي_العين
• 25057 Tweets
كاس الملك
• 24764 Tweets
Richardson
• 24599 Tweets
Brenda
• 20522 Tweets
القصيم
• 17625 Tweets
Mac mini
• 16979 Tweets
Cindy
• 16545 Tweets
Wii U
• 13510 Tweets
Concord
• 13320 Tweets
Diggs
• 12917 Tweets
Flacco
• 12907 Tweets
كريستيانو
• 12403 Tweets
Diontae Johnson
• 12327 Tweets
Young Frankenstein
• 12157 Tweets
Tootsie
• 12103 Tweets
القحطاني
• 11071 Tweets
Pinned Tweet
My name is Victor 👋
I run Google Ads for 7 & 8-figure Ecommerce & DTC brands ✅
👉 My team & I manage account structures, strategy, feed management, conversion tracking, and much much more
Here's some of my stuff ↴
17
1
53
My agency generates millions with Google ads
But it's not by accident. It's by using our checklists
Which I'm now giving away for FREE - but only for 48hrs!
To get it, like & comment "checklist"
What to do, in every campaign type, day-week-month, to make them print cash.
542
51
532
The best Ecommerce brands track their KPIs meticulously
When I worked at Europe's fastest-growing Ecom brand ($200mil company), we did it like this
Want to do it like the pros? Like & comment "KPI"
(Make sure you follow me so I can actually DM you)
470
43
513
I have spent €5 million+ on Google ads
Now I've created a guide with everything you need to run them
All my knowledge in one place – it is the ultimate guide
It's yours for FREE - but only for 48hrs!
To get it, like & comment "YES"
(Must be following to DM)
464
57
468
The only profit & loss sheet you'll ever need
Ecommerce brands should track their KPI's meticulously. Here you have the best sheet I've ever come across to do so
Like + comment "sheet" and I'll send over a copy!
407
25
477
I worked in the influencer marketing department of a $200 Million business
Now I'm giving away my old "Influencer Marketing Tracking Sheet"
Want it? Like + Comment "Influencer" and I'll send it over
(Make sure you follow me so I can DM)
316
43
367
Steal ALL my Google Ads Account Structures
A good account structure is one of the most important aspects of Google ads, yet so many get it wrong
So here👉 account structures we see killing it right now, for every industry we work in. Want it?
Like + Comment "structure" below
254
21
261
I have generated more than €10 million in sales with e-commerce
You NEED to know your numbers💲For example; at EXACTLY which MER% / ROI do you breakeven?
With this document, you insert your fixed numbers, and you will instantly see all your KPIs
This is a must for all
193
21
209
Want your Google ads to do numbers like these?
I've published the ultimate optimizing and scaling guide for Pmax & Shopping campaigns
To get it, just like the post & comment "ROAS"
(You must be following me so that I can DM you)
141
21
163
We more than tripled this brand's Facebook ads ROAS our first month of working together
A new client of ours (a high-end fashion & shoe brand) literally went from having between 1-2X ROAS in Facebook ➡️ to 3,6X in September, our first month together
Keeping that up now in
10
6
97
This is how we're killing it for Supplement Brands / OneProductStore Brands / Anything with a clear problem-solution USP
This is how
11
9
73
🌟Want to see how we pull data using Supermetrics?
📝How we use 'tracking notes'?
🥶Even get the template I use in the video?
A few days ago I posted about how we use 'tracking notes' for our Google ads clients. The point is to be able to handle higher spending, more campaigns
8
6
65
We scaled this brand to over $350K during the first half of 2023 – using only Google ads 🧑🎨
Growing steadier by the day
Here are the 4 steps we implemented to get them to this point:
1/4: Market research
Knowing your customers is everything (for all paid ads)
For Google ads
4
2
65
I created this Google ads script that adds negative keywords to your shopping campaigns automatically
It goes through search terms
→ excludes what you tell it to
Figured I might as well share it with the world!
Leave a comment if you want me to send it over!
56
10
61
We help ecommerce stores & brands with their Google & YouTube ads to:
💥 Get it up and running from scratch
📈 Scale to increase sales
💸 Optimize to hit targets and create profitable results
🧵 Here's a case study thread with examples from all of the above 🧵
7
5
59
Audit of a brand spending $120,000 per month on Google ads
This brand has had good development this year, but still wanted to see if they had some growth potential as well as if they were missing something
Here's what I found:
11
7
54
With all the audits I do, I see a lot of the same mistakes in Google ads accounts
So I thought I'd make a summary of mistakes brand owners make when managing their Google ads:
11
3
50
If you run a brand (fashion, skincare, jewelry)
Your Google ads campaign structure is extra important
I explain why in this video 🍬
(the original tweet is pinned in my profile)
Thoughts? Leave em in the comments or hit me up in the DMs
6
9
48
Pmax is a black hole
But the fact that YOU can't get it to work, doesn't mean IT doesn't
Here's the mistakes brands do, when using Pmax
8
3
43
Google Ads Performance Planner
My agency generates millions of € & $ through Google ads
And this has to be one of the least utilized tools in the game
A tool to:
- predict your results
- tell you areas for improvement
- what optimizations to do -> for the ROAS/sales you
9
8
42
Another Google ads audit
I audited a brand that in the last 4 months had gone from spending £25k/month to £10k/month because they were seeing declining results and couldn't achieve profitability
Here's my takes:
6
2
42
Around 90% of accounts I see are missing out on these 4 Google Shopping Ads optimizations
Let me break it down for you:
12
1
41
Haha don't work with big agencies
21
1
39
You don't scale Google ads by increasing the budget
There's so much more to it
Increasing the budget is just the last thing
Here is how to actually scale your Google ads:
🧵
7
7
38
Google ads optimization basics:
Low CTR?
↳ Improve your ad copy.
High CPC?
↳ Improve keyword targeting.
High CPA?
↳ Improve the landing page.
Low ROAS?
↳ Improve AOV.
Ofc it all ties together, but you don't need to tell me.
7
7
35
1️⃣ Branded Search
2️⃣ Branded Shopping
Watch me do this live and explain how it works:
"Ridge" → just text
"Ridge wallet" → shopping ads
When the product type is added, shopping ads get triggered. This makes your setup extra important if your brand name has a product in it
3
5
31
The way you develop as an entrepreneur
Is by making mistakes
You learn from them, and you evolve
That's the flow.
And the only way you make mistakes
Is by taking on tasks you don't know how to do
Which is the same thing you do
To scale your business
So quite literally;
8
1
34
As an agency working with ecommerce brands
Data, systems and routines need to be your bread and butter
1. Data
For every client we work with, we track metrics meticulously
→ The correlation between NC ROAS + CAC and other metrics becomes so much more obvious having this
13
4
35
I used to work with marketing for Europe's fastest-growing ecommerce fashion brand
I nagged my way in there
When I was at the end of my one-year-long stay in London
I was moving back home, and I needed a job
I wasn't going to work at the local supermarket or some warehouse
9
3
35
Steal my campaign structure for DTC brands:
ToF:
YouTube Shorts
Display ads
ToF Search ads
MoF:
Pmax integrated retargeting
BoF:
Shopping ads
BoF Search ads
Pmax
Remember to save if you want to come back to this later
8
4
35
[ This is for E-commerce Players ONLY ]
You can increase your sales by 50-200% within 6 months by utilizing this better
≈ Shopping ads - literally 80% of ecom Google ads sales come from these ≈
There is not enough talk about how to structure your shopping & PMAX campaigns
8
5
34
There are so many brands that sit on terrible Google ads agencies
They don't even know it themselves
I think a big factor is that agencies working with SoMe in any way
Their clients can literally SEE what they do
Not only results
But if ads look terrible, or if the same ads
12
2
33
Marketing enthusiasts and ecommerce warriors 👋
I've gotten quite a few new followers, so for those who don't know me yet I thought it's about time we get properly acquainted.
So, buckle up for a quick tour of who I am and what I'm all about🎢 I'm stoked to have you here!
11
1
33
I used to work with marketing for Europe's fastest-growing ecommerce fashion brand
And I nagged my way in there
Story begins when I was at the end of my one-year-long stay in London
I was moving back home and needed a job
I wasn't going to work at the local supermarket or
10
1
30
The more I do this
The more I realize this thing called time management is crucial for agency owners
Block out time for deep work.
Batch similar tasks together.
Learn to delegate.
Time is your most valuable asset. Use it wisely or find yourself working in your business
13
1
30
The metric that's making or breaking ecommerce brands in today's day and age:
Customer Lifetime Value (CLV)
Most brands I work with? They're hyper-focused on CAC and Roas
But here's the thing: If you're not looking at CLV, you're leaving money on the table
Why CLV matters →
8
1
29
Sunday’s at the office
Anyone else working today?
8
0
29
$155K turned into $1,75 mil
Easy
9
1
30
Something we see is that the more you spend on Google, the more important it becomes WHO you target, than WHAT you target
Meaning; audience segments, optimization, proper remarketing tags setups and how you use these in your campaigns
Is becoming more important than; keywords,
12
1
31
I love Pmax
Not because it delivers the best results
But because the introduction of it made it so that a large group of advertisers now are just running with it, and don't really know what to do with it
→ People don't know how it works
→ People don't know how to structure
6
1
29
There's a lot of DTC brands that spend about 5% of their budget on Google
It's practically all branded search
They say they can't seem to crack Google at all for new customer acquisition
The thing is, they can. They just need to get over that first hurdle
→ For example the
8
3
29
The first client I ever signed was one of Sweden's biggest e-commerce stores within phone accessories
They did €3mil / year then, now around €9mil / year
I was going to handle their Facebook ads, €30K spend/month
This was back in May 2020, 2 months into my agency journey,
9
2
28
This is the impact your conversion tracking has on Google Ads
Can you see the correlation?
The months with the best total KPIs coming from Google (first picture; GA4 UTM tags)
Are the same months with the worst in-platform performance (second picture)
Background
Somewhere
5
1
29
Your choice of ad platform is actually secondary
→ Google, Meta, Snap, Pinterest
They're all tools to drive traffic
In the end, what's actually most important is:
→ Having a good product market fit
→ Having a competitive pricing
→ Having a well-designed website that gets
10
3
28
Ecommerce brands out there
What are the biggest challenges you face with running Google ads?
What's the big question you've been thinking about and can't find an answer to?
11
2
28
Google ads – Branded search campaigns
Everyone tells you to do them – but no one SHOWS you how
Well, I do. In this video, I hop into Google ads and show how to exactly set up your Branded search campaigns
-
Remember to save this post to come back to later, if this is
7
2
28
I really enjoy running Google ads
That's the tweet
9
1
27
If you spend less than $10k per month
↳ Don't bother running Pmax
If you have less than 100 conversions in total in the last 30 days
↳ Don't bother running Pmax
If you have never seen success with Standard Shopping & Search on their own
↳ Don't bother running Pmax
If you
7
2
27
Google Ads account structure for Ecommerce businesses in 2024:
6
3
25
20% better CPC on Google shopping ads
- In this post I will explain how the system around Google shopping ads work
- Why the system is the way it is
- How to get the 20% "discount"
Let's dive in!
–––––––––––––––––––––––––––––––––––
When we say "Google shopping", the below is
4
5
27
Pmax, PMax, pmax or PMAX?
28
0
25
First deal of the year done!
€500 retainer, rolling contract
Google or Facebook ads, will dive into their analytics first thing to decide what platform to put all the money into
Happy scaling lads!
9
1
26
When you set up your Google ads Branded search properly
You pay nothing for those clicks
Look at that CPC; that is 0,017 Euros / Dollars per click
Will show how to set it up tomorrow in a video breakdown
Let me know if you want me to tag you there so you don't miss it
10
1
26
The way you should structure your standard shopping campaigns depends on a lot of factors
→ You should take into account what you sell
→ The different margins of your products
→ The volume of what you sell
Etc.
But there are some very commonly used methods which I want to
7
1
26
Scaled this brand from zero Google ads spend
To €400-500 weekly spend
To now €1800 weekly spend
- ROAS +450%
- CPA under €7
(Breakeven ROAS 200%)
Campaign stack:
- BoF Search
- ToF Search
- YouTube Shorts
- Shopping
Come at me
7
2
25
Delivering W's for clients no matter the size or niche
🧵⤵️
13
2
24
$25.000 in spend and a client of mine wanted everything on shopping
"Search ads don't work for us" they said
Wrong, they were
But this made me think probably a lot of ecom brands out there think the same
And hence a lot of brands grossly underestimate the power of search ads
8
3
26
GOOGLE X PINTEREST
They have announched soon you will be able to target Pinterest placements from the Google ads manager
Will be launched during 2024
Who is excited for this?
3
2
25
Working affiliates sites Google ads is really something else
Way different fluctuations in spend and results
Gotta maneuver it in a completely different way
Took over this site around 4 months ago and brought them from slightly under 100% Roas to 140-150% the last 2 weeks
Set
6
1
25
You're using Pmax wrong:
❌
↳ One big Pmax
↳ With one big Asset Group
✅
↳ Pmax split based on product categories
↳ Multiple asset groups split based on subcategories as well as ad placements
5
1
23
Data-driven decision-making in marketing? Most aren't doing it right
You've heard it before: "Data is king" 👑
But let's be real, how many of you are actually using it properly?
Most ecommerce brands I get in contact with are not:
→ Tons of data collected
→ Zero actionable
7
1
24
Video breakdown of my tweet about bidding split account structures from a few days ago
What are your thoughts on this, can we expand on it in any way?
Anyway, we're seeing good results with this so will continue working on it and keep you updated
4
3
23
Black Friday's coming
Are your Google Ads ready?
If not, let's fix that. Here's a simple checklist to go through pre BFCM, to make sure you got all bases covered
1. Historical data analysis
→ Look at last year's performance
→ Identify top-selling products, best-performing ad
10
3
24
Let me tell you a story of the importance of understanding the correlation between your different margin KPIs and what affects what level
Your life as an ecommerce operator will be so much easier
Because the way you shift a negative GM2 to a positive one
Is not the same way
4
2
23
[ Youtube shorts ]
They might be the biggest opportunity of this year
But how do you actually set them up?
Well, I'm here to tell you.
Save this post, because below I will go through every single step (with practical guiding images!) to launching your first YouTube Shorts ad
12
1
23
Brand launches ads on Google:
1. Feed pulled from store
2. Runs up everything in one campaign
3. It works! To a certain level...
4. They hit a ceiling
They want to go beyond the ceiling
But what took them there, won't take them further
The problem: The 'everything in one
6
2
23
We grew Google spend for a supplement brand
From $0 → $400 per day in the UK
And now we're going into the US
Here's what we did
5
2
23
Google ads for a high-end men's jewelry brand spending $80k/month
Some main principles I want to have in place:
• Shopping-heavy setup, with a good amount of video as well
• Search a bit sure, but very few go out looking for a necklace and buy from a text ad, lol
• I'm not
8
2
23
The other day I wrote that one of the best tricks in the book to win more clicks from your shopping ads impressions is to run your products from multiple CSS's (in the EEA)
Let's break that down a little bit more
At its core, Google Shopping is just a price comparison site
7
3
23
If you have any active Pmax campaigns
Within a few seconds you should be able to see exactly how the spending is split between search/shopping/video/display
A week ago a new client mentioned that clicks on products had dropped significantly (for another one of his brands)
7
1
23
Google people, which is worse
Exact match or pmax
18
1
22
Simple Google ads strategy for ecommerce businesses
🧵🧵🧵
1. Launch a shopping campaign with all your products in it
The point of this is to gather data on various products to see which ones you should focus on more in the future
–––––––––––––––––––––––––––––––––
2. Decide
2
2
22
Spent €400k on Google Ads so far this year
Here's the main things that have worked for us ↴
6
2
22
What are the biggest differences running Google ads in the US vs Europe?
These are the bottlenecks you as a US brand need to think of when starting to run Google ads in Europe:
2
1
22
Performance max never works
Performance max works wonders
Who's right?
22
1
21
It's 2024
And Google ads is still the most reliable way of guaranteeing sales online
Facebook ads can get you 10x, but it can also get you 0x
Email is also very reliable, but you might sit there reading this and only have 20 subs, well then what do you do?
Google can very
6
1
22
A/B Testing product titles for Google Shopping Ads
You gotta do it. 9 out of 10 times we do it, we find something new working better than the original
→ Show up for new keywords
→ Increase relevance for certain keywords
Here's how and why you should do it 📈
3
1
22
The superhero looks cool
3
1
22
2023 was a crazy year
Now it's the holidays and I've taken some time not posting
Still working, but in other ways
Though my business is actually built on working during the holidays
For those of you who don't know I have run my agency for 3,5 years – but for the first 2,5 I
7
1
21
Scale your Google ads like this
- Launch
- Set a target after 14 days
- If the campaign is spending budget & above target
- Increase budget 20%
I think I just made you a milli
4
1
22
High-ticket clients are a whole nother thing
Fewer amounts, higher amounts
But Google ads work for almost everything
4
1
22
Google ads strategy for ecommerce & DTC brands
Follow each point, and get yours
4
1
22
Last week was the first real job week of 2024
Sales wise:
I had startup with a new client
3 first round sales meetings
1 meeting booked for tomorrow through a referral
1 meeting booked for this coming wednesday through cold call
1 new clients signed through a agency partner I
7
0
22
Audit your own Google ads
#6
Location optimization
Exclude poor-performing cities, countries, etc
Did you know you could do this?
5
2
21
When do I scale Google Ads budget up? Or down?
When do I adjust the targets?
All campaigns have primarily two major variables; budget & target.
Now using these variables.
Google will analyze how they can spend that budget for you.
While also giving you the results you want.
At
3
2
22
Pmax is a black hole
But the fact that YOU can't get it to work, doesn't mean IT doesn't
Here's the mistakes brands do, when using Pmax
5
3
22
Do you actually know where your Google ads spend is going?
A lot of times when we break down the spending allocation across products for ecommerce brands
More times than often not the spending allocation does not align with the performance
A majority of spend is going towards
6
2
21
One of the easiest fixes for your Google ads is to separate winners and losers in your Google ads account
Applies to Ecommerce (obviously) and if you run a store with let's say >300 products
For brands like this most often shopping/pmax campaigns are split based on category, or
8
1
20
When I was 19 I got a €10.000 scholarship
To go to London, and work for 6 months, at the Swedish Chamber of Commerce
It was at the end of high school
My school was going to send one student
To London
To work at the chamber
Everyone could apply, but one person would get it
9
1
21
New coworking at the start of this year BTW
Includes private gym, breakfast every morning, and a dope lounge
There goes the intermittent fasting
7
2
21
How you should utilize remarketing in Google Ads
Everyone's doing it to some extent. But most are barely scratching the surface
What everyone does;
→ Connect their GA4
→ Connect their email marketing list
Then creates;
1. Website visitors remarketing audience
2. Tags the
8
2
21
For 6 months I worked with organizing events for the top-tier business elite in London
Well, at least the Swedish community there
I was young, just out of high school, and got thrown into the real business world just like that
It involved long days
Keynote speaking events
2
1
21
If I was running the Google Ads for
@CRAFTD
for
@thedannybuck
Here's what I would do differently compared to right now...
3
1
21
Google and Top of Funnel?
Most brands use Google ads solely to drive MoF & BoF sales
High-intent keywords with shopping & search ads
Which obviously should be done. It's the core of Google and even if it's MoF/BoF it still very much drives incremental sales if done right
But
6
1
20
Swedish Midsummer
GG for sure
3
3
19
Audit your own Google ads
#1
First one of many videos
Quick & short videos telling you ways you can audit your own Google ads or your current Google ads agency
Starting off: How many PMAX / Shopping campaigns should you have? (as an ecommerce store)
Hope you like it!
3
2
21