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This story isn’t about an average Google Ads agency that simply manages campaigns with the sole aim of billing as many clients as possible.
This is a strategy built on 20 years of experience, showing you how to truly grow by advertising smartly on Google.
We are YOU,
An E-commerce Entrepreneur.
It all started over 20 years ago when we embarked on our own e-commerce journey.
As entrepreneurs, our primary focus was revenue growth — ideally, growing every month compared to the last.
After all, the key elements of a thriving business are sales and marketing.
Without revenue, there’s no business.
But we quickly learned that it’s much smarter to focus on profitable revenue growth.
By leveraging marketing tools like Google Ads and SEO, we grew rapidly, but we also saw our bank balance drain just as fast.
We realized it was impossible to run a consistently profitable business, let alone scale it, simply by bidding on keywords with the best intentions.
Online advertising with Google Ads and Google Shopping gave us the opportunity to grow quickly, but without a data-driven strategy, our bank account balance diminished just as fast.
It became clear that relying solely on good intentions when bidding on Google Ads keywords and Google Shopping products wasn’t enough to sustain a profitable business or scale effectively.
This brought us to the core question:
How can we scale the revenue of our product ads as aggressively as possible while remaining profitable?
Thanks to our background in software engineering, we started developing our own Google Ads management software, based on mathematical algorithms designed to maximize profit at the product level.
Our focus went beyond just keywords.
Instead of looking at marketing through the lens of keywords, we approached it from the perspective of the product:
Profit optimization based on the margins of every item in each order, calculated per product and per country.
This allowed us to identify and categorize key factors such as:
We used these insights to segment products into distinct marketing groups.
By applying data-driven product segmentation based on performance and profit goals, we created campaigns with specific objectives and customized Google Ads cost limits.
This gave rise to our unique, data-driven Google Ads campaign structure — a method that has been driving our success for years.
It completely turned our world upside down…
Our unique structure — the foundation of our successful Google Ads management services — is divided into clear segments designed for maximum results.
The primary focus? Achieving the highest possible return while driving consistent revenue growth.
Testing Phase — For products without data, we use a controlled budget and a secure Google ads bid starting bid. It is not desirable to run these test products in an automated strategy such as Google Shopping Performance Max as there is no data for these products yet. By isolating these products in a classic Google Shopping campaign on a limited Google Ads Bid, we can safely test whether a product can be successful on a limited budget at Google Shopping and in Google ads.
Mid Funnel — When a product achieves its first sales & in your range target return moves, we move the product to the Mid Funnel. Here we work with the average return we want to achieve across the entire Google Ads campaign. We control the Mid Funnel as a kind of cuisecontrol with a target return algorithm. You can see the Mid Funnel strategy as a kind of growth greenhouse, where we grow the products into a Profit Star or Revenue Star.
Bleeders — Products that generate lots of impressions and clicks without sales go to the Bleeders segment. Here, we set a layer of Google Ads bid so that the product is still visible in Google Shopping, but does not consume a large part of the Google Ads budget. This is a very important part of our strategy. Typically, products that we mark as Bleeders consume up to 70% of your budget. Just imagine how many extra sales you can make if you bet this 70%, which is also at a loss, on your most profitable products.
Exactly this is what we do; after 20 years of testing, this appears to be making the biggest impact. Through this segmentation, we save an average of 70% of the budget that would otherwise be lost to non-converting clicks. We can invest this saved budget in PPC campaigns with the highest chance of profit, so that we achieve our goals with smart bid adjustments and a proven PPC management strategy.
Rising Stars — Google Shopping products that perform enormously above your target return (thus by far the most profitable) are given the highest priority and go to the Rising Stars-category. Here they get a unlimited budget. This sounds scary but is essential to our strategy. After all, if a product, for example, earns 16x its PPC deposit, you, as a real entrepreneur, want to keep selling it indefinitely? However, it is important to sit on top of this like a hawk. That's where our algorithms come in. When a product with an unlimited budget no longer reaches its x16 but moves towards the return of the Mid Funnel, we automatically move the product to the Mid Funnel with our Google Ads Manager Software and the product also has a limited Google Ads budget fully automatically. NOTE: if you use an unlimited budget strategy, always automate your limits, otherwise this can go wrong.
Revenue Stars — Years of data analysis show that 80% of the turnover comes from only a maximum of 20% of the products (the well-known 80/20 rule or the Pareto Principle). In addition to your Profit Stars for creating extra room in return, your Revenue Stars are essential for achieving your sales growth, an important segment. We put these products in a special segment where we optimize each product for a maximum sale/profit ratio.
Profit Stars - The products that perform far above your target return.
You literally want to give it unlimited space, yes, you heard it right, really unlimited. Suppose a product sells at a 1500% return, why wouldn't you want to invest €10 000 to generate €150 000 in sales? Note: unlimited budgets can be extremely dangerous if you set it manually. Since we control the campaign structures using our own software, a product will automatically fall back into another segment with budget restrictions and other bids/goals as soon as it is not a Profit Star.
For 20 years, the above structure has been our blueprint for success, with this blueprint, we became the market leader within 2 years.
From that point on, other webshop entrepreneurs wondered how we could grow so fast without external capital.
Our secret, we reinvested as our profit & in our most profitable Google Ads campaigns, creating an unlimited flywheel.
From that point in time (that's what we're talking about 20 years ago), other E Commerce entrepreneurs also asked if we could also market their webshop and achieve the same growth for them.
We have been nominated with an FD Gazellen Award for 7 years in a row. Last year, we were even among the TOP 10 fastest growing companies in the Netherlands with an international customer portfolio.
Do you recognize yourself in the following?
If any of these questions resonate with you, keep reading!
At our company, you don't pay an hourly rate. Instead, we work with a service fee that grows alongside your success. This ensures every euro you invest goes in the right direction.
This way, you can be sure that every euro is going in the right direction. We do not work with vague reports, but have our own Google Ads Manager Software APP where you can track all your data & more importantly your return in real time from both your Google ads, PPC campaigns (Google Shopping), but also SEO, Social Media Ads and your direct website turnover so that you can always see what your investment pays off & can easily compare it with the previous period.
Google Ads provides access to a global reach and the ability to appear at the right time for potential customers. Whether you outsource your Google Ads or manage your own Google Ads account, it all comes down to data, visibility, and efficiency.
Data = King
Setting up a good Google Ads campaign based on past data, possibly combined with forecasting data based on seasonality, is essential to bring your products to the top in search results, in sales and in return.
Our 20 years of experience as a Google Ads specialist has taught us that every pay per click campaign should contribute to your net profit. We regularly analyze performance via tools such as Google ads editor, Google ads dashboard, auction insights, google ads &, of course, via our own Google Marketing Manager Software. Our data-driven approach is specifically designed to keep Google ads costs as low as possible and maximize ROI.
Our unique approach and software ensure that you are not only visible, but also remain profitable.
We work together with:
Data is key to growth. That's why we prefer to literally use every customer interaction with our own Server-Side Tracking. This innovative method of collecting and analyzing data is the solution for dealing with restrictions such as cookie blocking and stricter privacy rules.
With Server-Side Tracking, data is stored directly on a special server that we set up for you and then sent via API to the marketing channels, instead of via the browser/cookies. This means that you data more reliable and secure is being processed. For e-commerce entrepreneurs, this is essential: you get a full insight into the behavior of your customers, even if they block tracking cookies. The result? More conversions, better targeting, and higher returns.
As an e-commerce entrepreneur, your primary goal is to maximize the impact of your marketing budget. At GMU, we understand this inside and out. That’s why we help your business grow with smart solutions like Enhanced Conversions in Google Ads.
This advanced tracking technology ensures you can accurately measure every conversion, even when traditional cookies fall short. Enhanced Conversions utilizes additional data points, such as "add to cart" actions and product clicks, all encrypted securely and fully compliant with privacy regulations. This allows us to gather more actionable data and measure the relationship between Google Ads clicks and actual sales.
With this insight, we can identify early on which products receive significant clicks but fail to convert into sales. It’s a perfect solution for e-commerce entrepreneurs who want to pinpoint where their revenue comes from and seize every opportunity to grow their business.
As an e-commerce entrepreneur, you want to make your products visible to the right target group at the right time. That's why our services include making sure your ads stand out and convert with smart strategies for Google Shopping PPC and Performance Max campaigns. In the Testing Phase & for the Bleeders, we work with the classic Google Shopping; for the Mid Funnel, Revenue Stars & Profit Stars, we work with Performance Max Campaigns, these all-in-one campaigns use AI to promote your products across all Google channels: from Google Search and Google Display to YouTube and Gmail. The result? More conversions.
Google Shopping is the tool for showing your products right at the top of Google, complete with images, prices, and reviews. But to get real results, you need to do more than just upload your product feed. With our expertise, we optimize your products in Google Merchant Center down to the last detail.
Many entrepreneurs underestimate the impact of traditional Google Search Ads (previously known as Google AdWords). As the name “Google AdWords” suggests, the focus of Search Ads is primarily on keywords. The impact of this is significant because Google AdWords ads always appear above SEO positions, with up to four ads displayed at the top.
1. The keywords have become quite sophisticated on the basis of pay per click and therefore rarely achieve the desired return.
2. You measure keywords and not products in your return data analysis, so controlling margin & returns is almost impossible as you advertise on a keyword and not on a product.
Using our own Marketing Software, we measure the ratio between clicks and turnover based on all keywords. Through this data analysis, we set up the Google Adwords campaigns based on our own technique: Focus Conversions. Instead of advertising on generic keywords with a high cpc, we analyse the keywords that ensure profitable conversions via your SEO channels, among others. These are often the so-called longtail keywords such as “brand + type”. Logical! But why doesn't my current marketing agency use this technique in their Google ads keyword plan, I hear you think... The answer is simple, we soon talk about hundreds or sometimes thousands of keywords, all of which require their own ad and preferably multiple ads. If you were to have this done on an hourly basis, this will cost you more than it will bring you.
You've likely heard the saying: Exactly. That's why we've implemented something smart in our software. We measure the relationship between the keyword, conversion data (your return), and the product. If it meets our objectives, our software automatically creates an ad based on the keyword and product content.
In addition to Google Shopping, this technique also allows us to achieve your goals on Google Search Ads/Google AdWords.
That's why we implement an 7 to 9 touchpoints required to become your customer. That's why remarketing is essential, but you don't want to spend too much on it. After all, it is important to monitor your return target. om je toekomstige klanten te bereiken, degenen die veel interesse tonen maar je webshop verlaten na hun eerste bezoek (meestal 97% van de bezoekers). Met behulp van , deze bezoekers worden opgeslagen als een Google Ads Remarketing segment.
With Google Display Ads, we can use visual banners and advertisements to show your products to specific target groups based on their behavior & interests. We therefore use Google Display Ads as Remarketing, targeting the 97% who did not buy based on behavior and interests, using the previously stored server side tracking data to place your products in display ads where they have the most impact. This can be done on websites that match your niche.
Google Display Ads can significantly increase your turnover, if used properly.
As an e-commerce entrepreneur, it is essential to be visible to your target group in places where they spend their time online. Google Display Ads are the perfect way to promote your products or services through visual ads on millions of websites, apps, and YouTube. At GMU, we make sure that your Display Ads not only stand out, but also convert.
Some of the benefits of using Display Ads:
Wide range: Reach millions of potential customers via the comprehensive Google Display Network.
Targeted targeting: Show your best-performing products in dynamic ads to specific target groups, such as visitors who've viewed your products before.
Visual impact: With eye-catching banners and videos, you draw attention to your best-performing products and proactively achieve the 7 to 9 touchpoints that are on average necessary for a remarketing conversion.
Gerichte strategieënWe set up campaigns that reach and convert your specific target group. We understand how to use Display Ads to increase your sales.
With Google Ads Sitelinks/callout extensions, we add extra links to your ads (for example, to the aforementioned Focus Conversions for Google AdWords Search Ads), so you not only claim more space in the search results, but also direct visitors directly to specific product pages. At GMU, we optimize your sitelinks in a data-driven way for maximum impact and conversions. These links appear below the main ad and give users more choices. For mobile devices, our sitelinks are often interactive and take up extra screen space, increasing the chances of clicks.
How do Google Ads Sitelinks increase your sales?
Direct navigation:
Direct customers to popular or high-converting product pages, such as promotions, bestsellers, or popular product categories.
As a result, we shorten the buying journey and increase the chance of conversion.
This makes your ads more effective and increases ROI
Higher CTR (Click-Through Rate):
Sitelinks add extra relevance to your ads. By offering customers more options, such as multiple links to specific pages, we increase the chances of them clicking.
A higher CTR ensures more visitors to your webshop, which also improves the quality score in Google Ads, which can lead to lower cost per click (CPC).
We use these extra clicks to increase conversions and make ads more efficient.
More visibility:
Your ad takes up more space in the search results, pushing your competitors down. This offers two major advantages:
Improved customer journey:
Customers find what they're looking for faster, leading to greater satisfaction and higher conversions.
With sitelinks, we improve the user experience for customers. By sending them directly to the right pages, we make the purchase process faster and easier. This leads to: More satisfied customers & faster conversions. Customers find what they're looking for right away, speeding up the conversion process and reducing dropouts. With this approach, we not only increase the chances of a purchase via Google Ad Words, but we also strengthen customer loyalty and repeat purchases.
For e-commerce entrepreneurs with physical stores, Google Local Inventory Ads the perfect way to grow in turnover both online and offline. With Google Local Inventory Ads, you show customers which products available directly in your physical store, while also taking advantage of the benefits of your online presence.
Show Google Local Inventory Ads your products to users who search for items near them. Imagine: a customer searches “sports shoe store near me” on Google. If your physical store and inventory are linked to Google, your products will appear in search results with information such as:
Dit maakt de stap naar een aankoop, zowel online als in de winkel, een stuk gemakkelijker.
Enkele voordelen van Google Local Inventory Ads
Online and offline synergy: Combine your webshop and physical store to maximize your reach.
We rarely use the Google Ads web interface to create Google Ad Words or Google Search ads.
With Google Ads Editor, we manage campaigns faster and more precisely.
We use the Google Ads Editor to manage campaigns with speed, precision, and effectiveness. This means more relevance and higher turnover. Together, we ensure that your ads are not only managed in a data-driven way, but also perform at their best. Another major advantage of Google Ads Editor is the multi-account functionality. For customers with multiple locations, brands or campaigns, we can manage everything within one overview. As a result, we always control the performance of individual campaigns, while at the same time ensuring consistency at a strategic level.
With Ads Editor, we can also manage complex campaign structures more efficiently. For example, for large accounts with extensive keyword lists or multiple ad groups, we can quickly apply filters to edit only the relevant parts. This allows us to drill deeper into specific performance, such as keywords with a low CTR or ads that can be improved.
For e-commerce entrepreneurs, it's essential to know exactly which marketing efforts drive revenue. Having a complete overview of all marketing channels—including SEO, SEA, direct website revenue, and email marketing revenue—is crucial. Ideally, this should also distinguish between revenue from new customers and returning customers.
That's exactly what we measure with our software:
By connecting conversions from Google Analytics 4 (GA4) to Google Ads, you can better understand customer behavior and use your ads more effectively. A big advantage is that this ensures that your turnover is not counting twice. After all, the sum of the parts can never be more than 100%. At GMU, we ensure that this link is seamless via our own software, so that you get maximum return from your campaigns.
Hoe werkt de integratie tussen GA4 en Google Ads?
We dat het beheren van online marketing campagnes complex kan zijn. Om jouw marketingbudget optimaal te benutten, is het essentieel om inzicht te hebben in de prestaties van AL je campagnes en gefundeerde beslissingen te nemen. Daarom hebben we onze Google Ads Manager Software ontwikkeld: een gratis Google Ads Consultant die rechtstreeks is verbonden met jouw data via Google Analyitcs (GA4) en je in staat stelt jouw al jouw online maketing kanalen nauwkeurig te monitoren en optimaliseren. En het beste? Zelfs als je geen klant bent, is onze software volledig gratis.
Connect your Google Analytics (GA4) & get valuable insights via this link.
Here are three key reasons why our software is the ideal and most transparent Google Ads consultant:
A healthy Return on Ad Spend (ROAS), or your return, is crucial for the success of your company. With our marketing software, you can continuously monitor your target ROAS, without having to rely on manual reports or consultants.
We even have a handy APP in the app stores, so you always have your essential marketing insights live with you.
What does this mean for you?
Our software analyses your campaigns day and night, so you always know whether your campaigns meet your goals.
If your ROAS differs from your targets, you can see this directly in our ROAS meter. This gives you the opportunity to make quick adjustments and prevent loss of budget.
Through continuous monitoring, you are not only reactive, but also proactive. You can spot trends and anticipate them, so you always stay one step ahead of the competition.
Our marketing app offers transparency and control, so you know exactly what's happening to your budget at all times. No hidden costs, no ambiguity — just insight and results.
Where does your turnover come from? With our marketing software, you get immediate insight into the performance of your various advertising channels. Whether it's Google Ads, SEO, Shopping, you can see exactly which channels perform best.
You can analyse the revenue and contribution of each channel live, so you know where to focus your budget. You quickly identify which channels are performing less well and can make targeted improvements. By linking the data directly to your Google Ads account, the insights are completely reliable and up to date.
With these insights, we can refine strategy and focus your budget on the channels that provide the most value.
Understanding your customer segments is essential for a successful marketing strategy. Our Google Ads Consultant software shows you exactly how much revenue comes from new customers and how much from returning customers.
Our software isn't just an app; it's your personal, transparent consultant. Since it's directly connected to your data, you don't need to rely on estimates or external reports. You get 100% transparency and objective insights to help you make well-informed decisions.
With our Google Ads Consultant software, you get real-time insight into Google ads analytics, conversion tracking, and all the key figures of your Google ads campaign. Our approach not only offers monthly reports, but also live insight via our app, so you can see how each segment performs.
And the best part? Our software is completely free, even if you are not a customer of ours. This is how we give everyone the opportunity to get a better grip on their Google Ads Campaigns and grow, regardless of their experience or budget.
Are you an entrepreneur with a turnover above €10,000 per month or do you have strong ambitions to do so? Do you already have the necessary traction, but are you still unable to scale indefinitely? Maybe you already have an online marketing agency that manages your Google Ads, but you're wondering if their ads management is optimal. Maybe you're feeling frustrated because your competitor is always visible, while you're still struggling to get a return from google ads. Our profit machine is built for ecommerce entrepreneurs like you, who know that success in Google Ads is about profit, new customers, and scalability.
Every day that you are not number 1, your competitor grows. With our advanced strategy for Google Ads, Google Shopping, Google Video Ads, Google Responsive Display Ads and PPC marketing you can stay ahead of your competition. Our experts ensure seamless integration with Google Merchant Center, Google Analytics and tools like google ad manager to achieve the best results.
Start today with a partner who understands your products, target groups and, above all, your growth challenges. As your Google ad campaign manager, let us guide you on your way to profit, and find out how to use a powerful Google ads configuration and a data-driven approach harnesses the full power of Google Ads.
Thanks to our years of expertise, we are able to offer a customized strategy that matches your specific goals.
Whether you're an e-commerce entrepreneur looking to expand or you're an established player who costs Google ads. / ROAS wants to optimize, our approach ensures concrete results & higher profitability.
Request an informal consultation and find out how we can transform your Google Ads account into an automated profit machine.
