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Scaling eCommerce Brands Through Google Ads With Sebastian Ghiorghiu, CEO at Digital Wealth MB

Sebastian Ghiorghiu 8:44

Yeah, let me let me finish up core values, and then we’ll talk about the abundance. So I would say the core values come from the fact that I was raised in a very, very Christian, Pentecostal traditional household. Okay, so like, I was my parents are immigrants. So you have the tradition, if you just take Christianity aside, although Romania is a traditional and mostly Christian country, just the the values of this culture is very different. Our culture is very different. We’re very about family, like, like staying together ironic yet, but, um, yeah, and then obviously, everything that Christianity entails, like I was forced that throughout my childhood, so that’s where like, my core values are aligned. I’m so like that today. So you know, have Christian core values. But yeah, that’s, that’s pretty much that. And now abundance. Is that Is that what you wanted? You want me? Yeah. Where did I get this abundance mindset? Yeah. Okay. So like I was telling you on the before we started the podcast,

Joshua Chin 9:47

and also what does it mean, to have an abundance mindset?

Sebastian Ghiorghiu 9:51

Okay, so yeah, before like I said, before we were I told you that I was very frugal, and I was, I would try to save all the money that I made and I would not really tried to spend it unless it was like, on things I really enjoy, like a car, like a cool place to live or whatever. But, um, recently, and I told this, you again, but recently I’ve gotten this, like this idea, like you said seed planted in my mind, to spend money on the business to hire people that are better at you, you know, then whatever you’re hiring them for, like before I would try to learn a task and then do it. And then it’s hard to idea for something, and then learn the best way to execute this idea, and then go and do execution on all these different levels. So for example, I’m going to use the same example like producing a YouTube video. Now you can come up with a video idea. And then you can edit the video idea. And you could do the camera angles. And you could do like optimization and learn how to do all these things. You can do them. But surely, surely, if you find people that are the best in each category, your content is going to be way, way, way better. And you’re not going to be like, like the bandwidth in your mind is when I’m saying it burns out. So that’s what I was. And so I for like four years, I was always burnt out, because I was trying to do everything, everything. I never had a business partner, I never had a business, I did everything by myself drop shipping all these things by myself. Yeah, and like this year has just been insanely different, completely different. Like I said, I don’t know where this came from, like, full staff, I’ve went full staff for the agency, I have a team for my YouTube content now. And I basically hire people that are just way better at me than whatever I hired them to do. And I put them there and I’m like, go off, like shine, you know, do what you’re really good at, and I will pay you and and I’m taking the risk here, but I believe in you. And I think it’s gonna work. Um, so that’s like, kind of the abundance mindset is like, I’m going to pay for talent, like the expenses right now. My expenses are insane. Never been the time in my life. Like, obviously, it’s very stressful, but like, I know that it’s going to be worth it. And yeah, it’s, it’s weird. It’s kind of like a bittersweet thing, because I don’t have to worry about all of these other things. But I’m paying, I’m spending a lot of money. So, you know, I get time to focus on big ideas, and I get to be that person.

Joshua Chin 12:14

Makes sense. i It’s interesting, funny. Sorry. I was just in LA, a couple weeks back, I was playing poker in the Bicycle Casino. And I saw this, this dude taking just like business calls on the poker table. And I kind of I chatted him up. I was like, what do you do? And because it was like, in the middle of the day, and I was just taking the break, right? It was in the middle of a day. And he was playing poker and was taking calls. And he was like, oh, that’s That’s an unusual call. I don’t usually do that. I usually end my day at 10am or 10am. What What do you mean, what time you wake up? And he’s like, I wake up at five, I end my day by 10am. And I just do whatever the heck I want. Because I So what exactly do you do? Because I run multiple businesses, a consulting business, a software, business, all that stuff. And he has a Chief of Staff that runs everything for him. That runs basically every single business feeds and all the information that he needs to make decisions first thing in the morning, I was like, how do you get to that stage where you’re running multiple businesses, and not having to do anything after 10am? What if someone bugs you,and he’s like, you just have to let go, you have to let go. And you have to trust, you have to put the best people in the best in the best possible positions and the best seats. And you have to let go and know that they want what’s best for your company and incentivize them in the best way for that to happen. So it’s about incentives, it’s about people. And it’s about letting go and trusting. I’m like, Is that is that it? That’s That’s all. I mean, he must be doing something right. And now the more and kind of reflect upon that more I think about it, it makes a lot of sense. Like, if I’m trying to do every single thing on my own and control every single process and it little thing is never going to scale and never gonna never gonna make it,

Sebastian Ghiorghiu 14:22

you’re going to get burnt out. And it’s going to remove the ability that you have to come up with creative ideas that are worth 10s of millions of dollars. That’s what it’s gonna do. So I don’t need to think about customer support or service. I don’t think ads for Google strategy or email flows or how to be a great copywriter. Exactly. I got like a general idea, but that’s not what I’m dealing with every day. What I’m dealing with every day is like, big picture. Like, what? Like where do we go? And if I’m focused on all these little things, I can’t come up with that stuff. Yeah, I’m too like exhausted. I can’t do it. Maybe some people can like super geniuses. I’m not

Joshua Chin 15:00

Maybe But even then to amplify your impact, like even people like Elon Musk, you know, he has CEOs for every single company and he has a generals for every single function. The only thing that he does is make very critical decisions. And if no, you need the mind space to be able to make calls that no one else can, that only you can.

Sebastian Ghiorghiu 15:23

Yeah. And I will say that ever since I hired like, the people that I pay now, like, it’s not like, they’re all employees, because I have like, like seven employees, but the people that I paid to help me with things is probably like 10 or 15, different variants, or more, right? So it’s like, I’m just like I said, I’m spending a lot of money every month. But I’m also like, making five like this year, I probably make five times more than any other year before, like, so like, the income is going to skyrocket. Like, I know that. And it’s already just a lot more income, but I’m also spending a lot more so it’s not like I’m profiting, you know, like, insane, crazy amounts, but it’s just growing like the revenue and like the numbers, and all of that is just like, getting big.

Joshua Chin 16:06

Exactly. Yeah. Talk to me about Digital Wealth MB, what does MB stand for?

Sebastian Ghiorghiu 16:14

Doesn’t make any sense. It stands for Media Buying, but we don’t need to buy. We don’t even buy media assets. Google Ads. So it’s, it’s the actual name of the business is Digital Wealth Media Buying and Growth Group? Less.

Joshua Chin 16:29

Okay. That’s cool. That’s funny. All right. Yeah. Oh, so yeah. What, what do you do at Digital Wealth MB

Sebastian Ghiorghiu 16:37

yeah. So at Digital Wealth, we run bespoke Google advertisements for your brain at a performance offer. So you are you actually only pay us a Digital Wealth, if you’re profitable. If you’re not profitable from the ads that we run for you, then we’re not going to bill you. And we are, like I said, a performance agency. So we’re very, very, very picky with clients very, like extremely picky. If we go into your business, which is our protocol before any any client we sign, we go into their business and spend two days looking through their Google accounts, looking through their analytics, looking through their KPIs, gross margin, ARV all these different things, and then forecasting what we can do for them. And if what we can do for them is not worth it every month based on our fee, we’re going to come back and literally tell them that we’re not going to sign up. Even if it’s a business making, like even if it’s a business making a millionaire, we’ve turned out a business that was doing a million a month before, because we like guys are doing good. We can’t do anything. We’re performance agency. Sorry, I can’t do anything. So that’s that’s just the nature of it. It’s very interested in well, it’s very new. I haven’t seen a lot of people do that. But yeah, we do Google Ads, we do email marketing, and we’re launching SMS marketing as well. And then on top of that, once you come and work with us, we grow your brand, we help you, we give you all this advice, whatever the case may be, we can also get your soul, we can do acquisition for up to $100 million. We love that. We can do all of that. So it’s like a roundhouse service. If you come to us, you know you’re doing 80k a month or whatever, we’re going to give you some suggestions on the website, maybe get you a better ad agency, do something here, get your Google email, SMS plugged in, when you’re down the line, you’re doing 160k A month you sell your business or whatever it is $3 million. Right. Oh, interesting.

Joshua Chin 18:31

Now let’s, let’s talk a little bit about that. Now. It sounds like the end goal for for most of your clients, and I suppose most most ecom brands is to get acquired to sell, right? That’s where the big payday is that what’s the what’s the roadmap to getting to a high valuation as a business and getting to sell?

Sebastian Ghiorghiu 18:54

Yeah, man. So every business is different, right. And if let’s let’s start here, if you’re making less than $100,000 a year profit, then you need to just go on like, third party websites like flip or something like that, and go get and try to sell it there. But if you want to get acquired, if you want to get acquired, like you’re talking to seven figures, you’re going to get a broker and you’re going to meet like people you’re going to meet professionals is going to take like six months, it’s going to be a process, but you’re going to get a fat wire transfer when it’s all done. So it’s totally worth it. Now for multiple. This all depends on the industry that you’re in. So let’s talk let’s say ecommerce ecommerce is actually right now with the high end being 3.4 around or 3.4 if your business is making over 7 million a year profit. So it’s, they look at like trailing 12 months and they look at net profit owners wages, so it’s called SDE sellers. Discretionary. Yeah, exactly. So that’s what it’s called. Yeah. And so they go based off that so if you’re making less money, so you’re profiting 250k A year and you have an ecommerce company, you probably get acquired at like two point Two to 2.5, something like that every year this changes, by the way, but yeah, right, the more you profit, the higher the multiplier gets. So, you know, essentially, you’d want to wait until you get into the next bracket. So it goes like 250 to 500 500 mil, and then one, three, and then like between three and seven, if you go above seven, then it becomes like a high. So obviously, it depends, but all businesses are different. So obviously, if it’s a business with super high profit margins, say it’s like a SaaS, like SaaS is really attractive. But ecommerce and SaaS are right there. But if you have a SaaS, it’s like 95% margins. And it’s like, very easy to scale. And it’s like straightforward, lean team, like all that is going to be more attractive people pay more. So it all depends.

Joshua Chin 20:45

Makes sense? Why, why Google Ads, specifically Google Ads, when you start, they’re not gonna say Facebook ads where most people might think about?

Sebastian Ghiorghiu 20:57

Sure. So I’m going to give you give away a secret. So this might inspire people to start Google ad agencies. But here’s the thing. So you have a Facebook ad ad. Now, Facebook ads, Facebook and Google are very different Facebook, when you run a Facebook ad, you’re interrupting somebody, and you’re trying to convince them to listen to you to buy your product, whatever it is. So on Facebook, you’re going to use a creative to do that to persuade somebody, and the creative itself and the offer have like 80%, if not more of the weight, like what are they looking at? Is it a good creative? Is it a good is it good at capturing and persuading you, and the offer is this worth it? Those holds so much weight, right. And as an agency, all I’m going to be doing if I’m running Facebook ads, is the strategy of Facebook ads, I that those are the things are out of my control, unless I’m running a creative agency, unless I’m partnered with this agency, and every client that I have goes with them. And I know they’re gonna have fire creatives and a fire offer. And like, it was great, you know, like, that’s the thing. So it’s those things are out of my control. Right, those things are in my control of those ads get fatigued. And that adds a lot of uncertainty. To me, as a business owner, like, you know, what’s going to happen. Google is not like that in any way. Google is just strategy, just right. So like, the better you are running Google Ads, the more money you’re gonna make, you give 10 people the same account, you clone 10 accounts and you give 10 People have different skill levels, it’s in linear order, these people are gonna make more money. So it’s if you find talent, and people that have more experience that know more Google like, you know, head to toe, everything about it, they’ll do better. And it’s not creative reliant, either. It’s, you know, you’re tapping into a pool of people that are already searching for the product. So you know, if you’re looking for an air fryer, you’re going to have whatever the case is 3 million people, 2 million people a month, typing an airfryer. On Google, all you do is tap into that into that pool of people. And then you know, your strategy and the best one wins, obviously, like shopping images and stuff like that, obviously, that’s a little bit creative. Like you want to have good shopping images, and you want to optimize those, but a lot of it is is text and words and bidding and stuff like that. So those that are entirely in our control. So that’s that’s why Google not Facebook. That’s why also because Facebook is a terrible company, basically is a bad company, their their communication for like people that buy their ads are absolutely terrible. I don’t like this. I don’t like Mark Zuckerberg, I don’t like them. And the bands are so unpredictable, so sensitive, Google’s like, so the interface itself is waiverable. But that’s another reason. And the third reason, because nobody knows Google App. And nobody talks about Google Ads. Nobody, like you’re you have a million dollar ecommerce store, you have these kids that are 18 years old, right? And they’re running Facebook ads, and they find a winning product. And this kid’s like, in high school just graduated high school making a million dollars a year. And he doesn’t know anything about rule. Like he’s gonna go on Upwork and find like an Indian do to run Google, and then he has to worry about that. And that’s stressful. And that this and that, you know, so there was a ton of people talking about Facebook ads. And so what happened was all these, all these kids, you know, all of us like in between our 18 and 25, or whatever. We started all these businesses, and we only ran Facebook ads. And we didn’t run Google, nobody talks about. So I was like, Hey, I’m going to find the best Google Ads guys in the world. And then I’m going to go and find all these kids that look up to the YouTubers that got them into this space, me being one of them. And I’m going to say let me run your Google Ads and only pay me if you’re profitable. And that’s

Joshua Chin 24:41

incredible. I love I love that. I love niching down on just something that is something that people typically don’t think about, but is going to be super profitable and super impactful when done right What’s the I? What’s the ideal outcome of a? Right? What’s what’s the best case scenario that that you you’ve seen with with brands? Or working with you?

Sebastian Ghiorghiu 25:11

Um, dude, yeah, like, brands will come to us with no Google Ads making multi-six figures a month. And then we’ll come in and get Google Ads running. And within two months 20% of the revenues Google, huh? Yeah. So it’s like, and then you’re like, I’m invoicing them, like, three, 4k? And I’m like, you know, you’re welcome. Like, I just made 100 grand, like,

Joshua Chin 25:37

400 grand. Yeah, that’s, that’s insane ROI. What, uh, what about the issue of scaling? I know that there’s, there’s always a challenge with with scaling, because it’s, it’s limited by search terms to some degree, Google Ads. But any workarounds with like very specific product types, that have very limited search terms and interest online.

Sebastian Ghiorghiu 26:02

So that’s something that we look at, as part of our product protocol, before we sign a client. You know, we, if we look into their account, and we look at the search terms, the most common ones that people are gonna look up, and the pools are very small, and there’s not a lot of search volume, then, you know, we probably can’t run with them, I’m probably just gonna come back and say no. So that’s something that we try to avoid prior to signing in client. Make sense? You know, if there is a client, and for some reason, we can’t scale for whatever reason, we can always find ways to like, go abroad, like YouTube, and, you know, display campaigns and stuff, but we don’t get too far into that stuff. YouTube is, YouTube is good, but it’s good for very specific brands. And it’s also good to have a large budget. Unless you’re just doing like retargeting ads. If you’re trying to do like a whole campaign, you’re gonna need a pretty big budget, in my opinion.

Joshua Chin 26:57

And what I understand it only makes sense if your product is set, let’s relatively higher ARV above like 70 bucks 150 bucks thereabouts. That’s the sweet spot for for for YouTube ads is anything lower than that is going to be really difficult because see, CPAs are much more expensive on YouTube. And the quality of content probably needed on YouTube is probably much higher

Sebastian Ghiorghiu 27:20

as well. Hmm. Yeah, definitely. Oh, yeah. And then also like, yeah, you’re gonna want a high LTV or like a brand with a subscription model, or like, you know, you’ve seen like Purple Mattress, but it’s a mattresses, you know, expensive, you see core just for courses and mentorship all the time. Those are $1,000. You see Dr. Squatch ads on YouTube, that subscription? And they’re expensive, like, you’re probably going to spend a couple 100 bucks. Yeah.

Joshua Chin 27:46

What’s the or on the flip side, right? What’s, what type of clients do you typically not work with?

Sebastian Ghiorghiu 27:55

Right, so let me let me give you my ideal client. And then yeah, everything else we kind of don’t care about. So the ideal client is a brand new dropshipping store brand that is doing at least $50,000 a month in sales for a period of time greater than three months. Obviously, we don’t want them to just have scaled, you know, it’s preferable that they’ve been doing it for six months even more profitable for a year. We also get we often prefer to have clients with an ARV above $50. Okay. And with conversion rate above 2%. Right. And then also multiple sources of traffic, Facebook, Snapchat, Pinterest, TikTok, even Google, so yeah, multiple sources of traffic, not just one so that if that falls off, you know, we’re screwed. And like we needed it. Now everything’s on us. We want to come into your business and help you grow, you know, we don’t want to like do everything for you. Yeah, that’s the ideal client right there. So obviously, the more revenue that they’re doing, the more we can spend on Google, because it’s a bigger brand. And there’s more awareness, and more people are searching up the brand more proportion reaching up the competitors, the products, you know, like, there’s a lot more to spend, obviously, so. And as they spend more we make more, so the bigger the brand, the better and the more preferable, but yeah, 50k a month is the minimum.

Joshua Chin 29:15

Gotcha. Makes sense. Sebastian, what’s the best way to get in touch with you and your agency?

Sebastian Ghiorghiu 29:23

Yeah, so if you want to follow me personally, I highly recommend you go subscribe to my YouTube channel, which is Sebastian Ghiorghiu,

Joshua Chin 29:30

great content. Yeah, I think so. Everybody should subscribe. Yeah, it’s getting better. It’s only getting better, I promise. And you going so hard on it in the coming year as well. So Oh,

Sebastian Ghiorghiu 29:41

definitely. Yeah, just put that and then I’m on Instagram @Sebb S E B B. You can go follow me there. That’s my like personal business Instagram. If you want to reach out to my agency if you’re interested in Google Ads. If you’re interested email marketing SMS. Go to my friend here. Don’t go to us because he’s been doing it WAY longer. So, yeah, save Google Ads for us, though. But yeah, we can. You can go to our website, www.digitalwealthmb.com. Or you can email us info@Digitalwealthmb.com or Sebastian@Digitalwealthmb.com whatever works, but go to our website and book a call. And then I will join you on that call whenever the date is and we can talk about it. And it’s pretty much it

Joshua Chin 30:28

perfect. Sebastian, thank you so much for your time.

Sebastian Ghiorghiu 30:32

Thank you. I appreciate you having me on.

Outro 30:37

Thanks for listening to the eCommerce Profits Podcast. We’ll see you again next time and be sure to click Subscribe to get notified of future episodes.

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