# 136: Selling a New Physical Product with Google Ads

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2022-08-10
- Length: 32m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2022-08-10-136-selling-a-new-physical-product-with-google-ads
- Listen: https://productstartup.com/

## Summary

Jem Bourouh, a Partner at Accelerated, explains how hardware startups can sell directly to consumers using Google Ads, detailing campaign structures like transactional, navigational, and informational keywords. He emphasizes the importance of defining a customer avatar and using tools like SEMRush for keyword research and Triple Whale for attribution tracking in a post-iOS privacy landscape. Bourouh outlines the mechanics of Quality Score, Ad Rank, and the shift toward automated campaign types like Performance Max, advising founders to start with low budgets and negative keywords to test intent-based traffic.

## Chapters

- [0:49](https://hardwarepodcasts.com/podcast/product-startup/2022-08-10-136-selling-a-new-physical-product-with-google-ads#t=49) Introduction: Jem Bourouh and Accelerated Agency
- [3:05](https://hardwarepodcasts.com/podcast/product-startup/2022-08-10-136-selling-a-new-physical-product-with-google-ads#t=185) Types of Google Ads: Search, Shopping, Display, and Discovery
- [6:47](https://hardwarepodcasts.com/podcast/product-startup/2022-08-10-136-selling-a-new-physical-product-with-google-ads#t=407) Campaign Structure: Transactional, Navigational, and Informational Keywords
- [9:14](https://hardwarepodcasts.com/podcast/product-startup/2022-08-10-136-selling-a-new-physical-product-with-google-ads#t=554) Defining the Customer Avatar and Market Research
- [11:42](https://hardwarepodcasts.com/podcast/product-startup/2022-08-10-136-selling-a-new-physical-product-with-google-ads#t=702) Technical Setup: Websites, Tracking, and Attribution Tools
- [16:43](https://hardwarepodcasts.com/podcast/product-startup/2022-08-10-136-selling-a-new-physical-product-with-google-ads#t=1003) Launching a Starter Campaign: Manual CPC and Ad Groups
- [21:03](https://hardwarepodcasts.com/podcast/product-startup/2022-08-10-136-selling-a-new-physical-product-with-google-ads#t=1263) Quality Score, Ad Rank, and KPIs for Optimization
- [26:51](https://hardwarepodcasts.com/podcast/product-startup/2022-08-10-136-selling-a-new-physical-product-with-google-ads#t=1611) Advanced Strategies: Performance Max, Broad Match, and Scaling

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Accelerated (company)
- SEMRush (tool)
- Triple Whale (tool)
- Shopify (tool)
- Performance Max (other)
- Google Ads (other)

## Related episodes from other shows

- [#050 - How to get your product found on the internet, with Ashley Faulkes of Mad Lemmings, Switzerland](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2018-03-14-050-how-to-get-your-product-found-on-the-internet-with-ashley-faulkes-of-mad-lem) (The Hardware Entrepreneur)
- [23: Scratching and Clawing](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-01-19-23-scratching-and-clawing) (Thoroughly Considered)
- [6: Apps](https://hardwarepodcasts.com/podcast/thoroughly-considered/2015-12-11-6-apps) (Thoroughly Considered)
- [Ep. 45 - Advertising](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-10-02-ep-45-advertising) (Open Hardware Manufacturing Podcast)
- [#148 - Meta Ads: AdCrunch, Victor Vo and Andrew DiLullo](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-25-148-meta-ads-adcrunch-victor-vo-and-andrew-dilullo) (The Startup CPG Podcast)

## Citing this page

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