From Searches to Sales: A Deep Dive into Google Ads and Google Shopping

Today’s episode of the podcast is an interview with Sara Jones, where we take a deep dive into Google Ads and Google Shopping! Sara is a freelance Google Ads consultant and founder of the Online Retail Academy, where she teaches retailers how to run Google Shopping Ads and supports them in all aspects of growing an online store. Sara has previously built a 6 figure eCommerce business and loves passing on the knowledge she has gained to other business owners, to help them do the same.   KEY TAKEAWAYS COVERED IN THE PODCAST The minimum budget you need to run successful Google Ads The difference between Google and Facebook Ads Marketing strategies for e-commerce businesses If you really enjoyed today's podcast episode, I would really appreciate it if you would go and share it on your social media or share it with someone who has an e-commerce business; and of course go and give Sara a bit of love online!   LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE Check out Sara's Online Retail Academy Connect with Sara Instagram Connect with Teresa on Instagram, LinkedIn, Facebook or Twitter   Transcript Teresa: Hello, and a really warm welcome back to this week's episode of Your Dream Business Podcast. How are you doing? So as we've been doing recently, we have another interview and I've been interviewing, and I don't know if I've said this actually during every interview, but everyone I'm interviewing at the moment is actually, they're actually members of the club or executive club. And I haven't pick them because they're members of executive club or club. I've picked them because they're really flipping good at what they do and they know their stuff really well because I wouldn't have them on if I didn't think you would get some benefit from it and you wouldn't find it useful. So today I have the lovely Sara. Sara is now this is where I try and read. I hate reading. She's a freelance Google ad consultant and the founder of the online retail Academy. She teaches retailers, how to run Google shopping ads and support. So in all aspects of growing that online store. Sarah has previously built a six figure e commerce company and loves passing on the knowledge that she gained in her business, to other business owners to them to do the same. And after speaking to Sarah many, many, many, many, many times, she often talks about the fact that she made all the mistakes, so no one else has to. So today we are going to be talking all about Google ads and Google shopping and all of that good stuff, which if you're sat there thinking, yeah, this might not be for me. I would just stick around and listen because I found it fascinating and it's just really interesting that whole side of the ad side. So we will crack on Sara, Sara, see I've started off, I called you Sara, I never called you Sara. You're Sara. Like this is, I brief Sarah before the interview and I was like, you know, if we mess up, we'll just carry on. And I'm the one to mess up. So there we go. She can relax. I've messed up. Sara welcome to the podcast. Sara: Thank you, Teresa. Teresa: You could have like just said my name wrong, just to like get me back. But I'm sorry about that. I don't know why I suddenly went into funny mode. You know, I have a sister called Sara, don't you? So, and also we have two. We have a Sarah and a Sarah in the club and both of them spell their name the same. So, and, and for a long while I kept mixing up which one I would say what to anyway, anyway, anyway. So, Sarah, let's start off by you explaining how you got to do what you do today. Sara: Ooh, that's a long story. I'll give you the brief of the story. It was starting my online, my online shop back in 2004, 2005. Where I kind of suddenly thought, Oh, I've built a wonderful website. Now I need to get people to the website and it was the kind of wild west of Google ads back then. So I kind of played with Google ads and did some money work and it sent traffic to my website and I used it on and off for that business for quite a few years. But then kind of fast forward to 2016, I ended up completely switching and closing down the e commerce business and doing the Google ad side of it full time. Cause it kind of. It was lighting me up more than the other, than my other business. So, and I've been doing that ever since. Teresa: What did you do before your e commerce? Were you in any kind of marketing or anything like that? Sara: No, I was a stay at home mom for well, 1991. I think I gave up work to have my first before that I was in accounting. So I'm actually qualified accountant as well for my sins. But yeah, which has stood me in very good stead. I have to say every business owner should learn at least the very basics of bookkeeping and accounting because Yeah. Yeah. But that, you know, nothing, nothing sexy like marketing or anything like that. I had to learn all of that. Teresa: That's really fascinating. What made you decide that you needed more than just putting a website up there? Because I interviewed Suze a couple of weeks back. Well, I didn't, I interviewed her today because they're actually batching. But if you're listening to this, then she would have been quite a few weeks back. And she and I told the, like, we laughed at the story of her putting up her website and then being devastated that she wasn't a millionaire within a week. And, and, and the truth is most people and most business owners will do that. They will think, Oh, I've got a Facebook page. Why aren't customers flocking to me? I think that is incredible insight, smartness. I don't know what the word is to, to actually go, this isn't enough. I need more. I'm going to learn Google ads. Sara: That's, do you know what? I've never thought about it like that. I just took it as, I, well, I've always been really good at thinking what, like, trying to figure out what I need to do and then going off and, and researching and learning what I need to do. So of course when I built the website and I had all my stock and it was all lovely. And, and I was just like, well, nobody's going to find it. I did SEO, which back then that's a whole different story. But so I guess I, I must've just probably been researching and thought, Oh, this Google ads thing that, that should work. And. Just gave it a go. It's, it's, it's a really good question, actually, but. Teresa: And, and like I said, it's not, yeah, it's not something I've ever seen someone do, and especially no disrespect back then, you know, because that was some time ago. And, and Google ads at that point were probably nothing like they are today. So. Why, tell us what your e commerce shop was first. Sara: Okay, so it started off, it had many sort of versions as it, as it evolved, but it ended up being DIY favors, wedding favors, so boxes, sugared almonds, ribbons, flowers, all loads of stuff, table decorations, and bespoke wedding stationery as well, which is kind of a second side of it. And that's, that's what the, that's what grew. And that's what. That's what ended up being the big one. It was lovely. I loved it. I loved it. Until I didn't. Teresa: I was going to say, and then you decided that you don't want to do something when you want to teach it. So you have had your online business for quite a few years then now. Sara: Yes. Teresa: How many years have you done this teaching element? Sara: This teaching element since 2021. Teresa: Okay. Sara: About two and a half years because it was in the start of 2021. Yeah. Teresa: Okay. And explain to us what, what's the main thing that you teach and help business owners with? Sara: So the main thing that I teach is the Google shopping side of things, because I think a lot of people struggle to just get their head around it, and they're very intimidated by it, and I don't think, and it's, it's, yes, it's, it is, it can be complicated, but it's not something that's impossible for just normal people like you and me to do, like the fact that I can do it proves that. And so that's the main thing that I teach that the membership itself, kind of, we teach other stuff because I have other people coming in to teach other stuff in the membership, but that's what that's my kind of main focus because that's where my knowledge is. Plus a little bit of the, obviously the, the e commerce in general side of it as well. Yeah. Teresa: And I think The reason I wanted you on is because there's, I do have e commerce people in my world. And I'm sure that if you're listening to this and you're thinking, well, I'm not e commerce, you probably know an e...