If you recently launched your eCommerce store, you must be looking for ways to boost your online sales and conversions.
For most of us, this process revolves around Facebook Ads.
However, there is one more technique that is becoming increasingly popular these days. And it's not just popular with new eCommerce businesses...
Clue: It also involves paid ads and ad groups with search engines.
Yes, you guessed that right.
We're talking about Google Ads campaigns!
In this blog, we're going to discuss Google Ads best practices so that you can make the most of your paid advertising strategy.
Let's start!
What Is Google Ads?
Google is the most used search engine worldwide.
They introduced Google Ads in 2000. It's a PPC or pay-per-click advertising platform that allows marketers and business owners to advertise on the search engine results page.
You can pay to get your keyword-targeted ads in front of the search engine results page through Google Adwords.
The good news? You only have to pay for the cost whenever someone clicks on your ad.
Google Ads works on the bidding principle. But they also consider your Quality score.
This will ensure that the users' options from the search engine results page will give them the best user experience.
So these days... many eCommerce businesses are enhancing their Google Adword campaigns. Why? To spread their message worldwide.
If you want to grow your business, you're probably wondering...
How Does Google AdWords Work?
Businesses can target customers on either a search network or a display network.
What are they?
The search network requires advertisers to bid on the most relevant keywords.
Whenever a user enters that particular keyword in a search box... they get to see their business ad as a recommendation on search results.
While the display network allows businesses to showcase banners on sites that are already part of Google's network.
There are two factors that impact your Google ad:
Position your maximum bid and quality score.
Here, maximum bid refers to the amount you're willing to pay in exchange for the clicks you get on your ads.
On the other hand, the quality score reflects how well you have optimized your ads for the users.
So...
How Much Does Google Ads Cost?
The amount you need to pay to advertise on Google depends on what you're marketing.
As mentioned above, Google Ads is a pay-per-click program, and you don't have to pay anything unless someone clicks on your ads.
So basically, Google will display your ads for free.
Also, click prices mainly depend on the competition in the market.
When done correctly, Google Ads can drive tons of traffic to your site. And you don't really have to break your bank for this purpose either.
Who Can Use Google Adwords?
You shouldn't start creating your Google Ads campaigns just because your friends are using it. Or you see other eCommerce businesses achieve their goals.
It's essential to know what type of Google Ads campaign would work for your eCommerce business.
You can use Google Ads if:
- Your target audience spends a lot of time online.
- The keywords related to your business are widely searched over the web.
- The industry you're working in is often covered by online magazines and blogs.
- You're willing to invest in the latest keyword research tools like Moz or WordStream.
- Your competitors are also investing in paid/unpaid marketing channels.
If you think you fit in one of those categories, you need to know...
What Are The Benefits Of Google Ads?
Unlike other paid marketing efforts, Google Ads strategies do not gobble up your marketing budget.
I know that the idea of investing money feels scary... especially if you're not that familiar yet with Google Adwords.
But hear me out... you can see the benefits quickly and with transparency.
That's just one of many reasons why Google Ads is one of the best marketing strategies to implement.
Now just for new eCommerce business owners, but established ones too.
Still not convinced?
Here are some of the reasons why ecommerce Google Ads campaigns should be an integral part of your digital marketing plan.
1. It Works Faster Than SEO
SEO or Search Engine Optimization is organic.
SEO and Google Ads both contribute to the traffic-building process.
But Google Ads works fast and drives traffic and leads instantly.
And sure, organic traffic is crucial for your business. But it is a longer process than Google Ads. It takes a great deal of effort to rank for any specific keyword.
If you have time and you prefer moving slowly towards your goal, SEO can be a good choice.
But if you want to see instant results, you need to consider Google Ads for your business.
You can also...
2. Reach More Prospects Through Gmail Inbox
Almost every business uses email marketing at some point. And your customers, too.
So, Google integrated Gmail ads with Google Ads in 2015. This allows users to reach more customers through Gmail.
Gmail ads appear on both promotion and social tabs. Also, they're compatible with both mobiles and desktops.
If you have a limited budget, you can use Gmail Ads instead of Google Ads to reach prospects.
Another benefit is you can...
3. Reconnect With Your Website Visitors
The biggest perk of using Google Ads as your marketing campaign is that it helps you reconnect with your previous site visitors.
Since Google AdWords is a targeted marketing tactic... it helps you to identify and target users who have visited your website earlier but haven't taken any action.
There are several ways you can retarget those visitors.
For instance, you can implement remarketing strategies using display networks or search networks.
The next benefit is...
4. Create Brand Awareness
Google Ads campaigns can help you boost online sales. But this isn't its only benefit.
It can also help you create brand awareness and spread your brand messaging. It's because when they search for the keywords you're using, your ad can appear on the search engine results page.
There's more...
5. Track Performance
To ensure the continued success of your Google Ads search campaigns... you need to track your progress.
It can become challenging to track the progress of your marketing efforts when you're relying on traditional marketing channels like TV, newspaper, and magazines.
But through Google Ads, you can control your budget. You can also keep an eye on your analytics and the overall progress of your campaign.
Lastly...
6. Help You Stand Out From Your Competition
If your potential customers search for a product through Google... you need to come up in the results.
Because if not, they will see and go to your competitors. Who wants that, right?
That's why it is critical to keep an eye out for your competition. So that know what specific promotional and advertising strategies your rivals are using to market their products.
Google Ads allows you to spy on your competitors. They also help you grab the right opportunities at the right time.
Now, want to know the Google Ads best practices?
10 Best Practices To Increase Your Sales With Google Adwords
1. Measure Demand
A winning Google Ads strategy is incomplete without determining customer demand.
If your target audience is not looking for your products and services... then search advertising won't do any good for your brand.
Pretty obvious, right?
So before you even start thinking about launching your first Google Ads campaign, make sure you measure the search volume of your keywords.
Many tools are available for this purpose. These tools allow you to determine how often people search for your targeted keywords or key phrases.
If you're using Google Keyword Planner, you can also determine bid estimates ahead of creating a strategy.
This tool can help you plan your ad groups and create strong bidding strategies.
The next thing you need to do is...
2. Conduct Competitor Analysis
The digital space is saturated with different types of eCommerce stores.
The competition is tough.
If you look around, you'll find many businesses already have active Google Ads campaigns.
Without knowing your competitor's plan, it will be difficult for you to implement a strategy that overshadows your competitor's.
Now, what does that mean?
That means they have already figured out the right set of keywords for their campaigns.
Wouldn't it be awesome if you spy on your competitor's data and use your findings to craft a better plan?
No, you don't have to be involved in any illegal activity to access this valuable information.
Again, there are different keyword spying tools available in the market to determine what works best for your competitors.
You can also see their bidding strategies within Google Ads. You'd know their ad content, too.
What's next?
3. Add Negative Keywords
When it comes to the Google Ads strategy, there is nothing more powerful than negative keywords.
Targeting negative keywords allows you to exclude words and phrases that are not linked with your products.
There are many benefits of using negative keywords for your Google Ad campaign. For instance:
- You can save money when you figure out the keywords and phrases that are invaluable.
- They make the entire search process highly targeted. It means searchers will only see ads that are relevant to their searches.
- They drive more targeted traffic to your eCommerce store.
You wouldn't believe the next one...
4. Audit Your Keywords And Exclude Duplicates
Did you know duplicate keywords can significantly impact your quality score (QS)?
And when you're bidding for the same keyword twice, you come in competition with yourself.
That goes without saying that you'll be wasting money on something you have already invested in.
Instead of bidding repetitively on similar keywords, you can invest your time and resources in optimizing your existing keywords.
But there are certain situations when bidding on duplicate keywords that can bring value to your business.
For example, you can bid on the exact keywords when you position them differently.
Also, you can bid on the exact keywords when you're using different match types for them.
Make sure to have a solid bidding strategy and...
5. Use Google Shopping
Google Shopping is an ideal tool for boosting online sales. When integrated with Ads, Google Shopping contributes to perfect campaign optimization.
All you need to do is connect your product feed to your Google ad campaign and display your entire range on the search engine.
Yep, including images, descriptions, and more.
The final result your shoppers will see on search results will include every detail of your products.
Your interested target audience will use those details before making a purchase.
So yes, you can expect better ROI when you connect these mediums and...
6. Leverage A Powerful Unique Selling Point
Your USP (Unique Selling Point) is what differentiates your brand from the rest of the competition.
In other words, your unique selling proposition gives reason for your buyers to choose your brand over others.
The role of USP is evident when it comes to Google Ads campaigns and ad content.
Because your USP will encourage prospects to click on your ads and ad groups, visit your website, and become your paying customers.
A strong USP can be the ultimate game-changer.
Why? Because you can include in your ad content the benefits of your products.
Consumers want to purchase from eCommerce brands they feel confident of. They will also be happy to pay a premium price in exchange for the best customer journey.
But many things go into the process of creating a powerful USP.
You need to focus on your strengths. Use them in the best possible manner to offer the best user experience.
Customer service is another key area that contributes to the process of creating a strong USP.
So, talk to your buyers, listen to their concerns, and address their issues on time to build your reputation.
And of course, you need to...
7. Have A Valuable Offer
You need to have an offer they can't resist.
Even if you have the most powerful USP, your efforts will go down the drain if you don't have something irresistible to offer.
Ideally, what you're offering should be more valuable than the price.
No, you don't have to reduce your price for this purpose. Stick to your desired pricing but highlight all the unique benefits your product or service offers to your buyers.
Many customers ignore those ads that appear to be too good to be true.
Your offer should sound realistic and believable so that more customers can trust them.
That's why you need to...
8. Craft Compelling Ads
Since you only have to pay when someone clicks on your ad... it is crucial to create a copy that attracts potential customers and repels those who click your ads which will waste your ad budget.
As far as Google Ads essentials are concerned, you mainly have to focus on four components:
Headline
Line 1 description
Line 2 description
Your website URL
When you have a compelling ad, you can drive your customers to your landing page. But the landing page has to be optimized, too.
Google search ads can bring your customers to your website. But it'll be useless if your landing page doesn't have what they're looking for.
So, make sure to include your offer, a CTA or call-to-action, reviews, forms, or anything that will make them take your desired action.
Make sure you work on all these areas to make your Google ad more relevant to the search engine.
And next...
9. Test, Test, Test
Testing is the essential phase that requires you to create multiple Google ads or ad groups all positioned on the same keywords.
You can also create a different ad group for a different goal. This will also help you adjust your search terms, ad spend, ad copy, etc.
You can check the results of your campaigns using Google Analytics. Here's how:
tag of your website.
- Create a Google Analytics account.
- Fill out the name, URL, and industry of your website.
- Add a view to your property.
- Get the tracking code.
- Add it under the
- See if you can see the real-time statistics.
It's important to have Google Analytics because you can see the interactions on your website.
Doing so will help you single out an option that seamlessly aligns with your goals and deliver expected results.
And lastly...
10. Track Conversions
If you do not track conversions, you'll never know which specific ads are performing well.
You don't have to invest in any costly conversion tracking tool either as there is a built-in tool available with Google Ads. No worries, that also does a pretty good job.
What are you waiting for?
Use Google Ads For Your eCommerce Business Now!
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Ricky Hayes
