How to run Google ads successfully for eCommerce websites
When you swipe through social media, you may see videos and ads in between. These are called Google ads, from which you may get necessary information about anything you were searching for. Google Ads are the essential entity for the organization’s development. Brand exposure and attracting the targeted audience are important in the era of eCommerce.
Google ads enhance eCommerce marketing and help to develop the business. You may wonder how these Google ads play an effective role in the progress of eCommerce. You will see through this article. If you want to improve your eCommerce website, you need to maintain a Google ad campaign. We will provide comprehensive knowledge on how to grow your eCommerce business effectively.
Google Ads for eCommerce Websites
Google ads may fall into two different types, which are popular for eCommerce development. One is Google search ads, and the other is Google shopping ads. Google search ads, known as text ad search campaigns, involve a headline, description, and display URL. On the other hand, Google shopping ads imply potential customers who are looking for specific products.
Despite that, Google ads have certain other types that can be used for eCommerce. These involve dynamic search ads, Google remarketing ads, Google display ads, and more.
Nevertheless, it is better to use the Google Analytics tool before proceeding with any strategy. It can provide you with a review of historical data from the previous 6 months to 1 year for any existing or ongoing campaign.
How do I set up Google ads for a new eCommerce website?
The first thing you have to do is set up a Google Ads account. To set up a Google Ads account, you have to sign in with your new or existing Google account. Then, in that section, you must provide your eCommerce website, where you want to keep your ad campaign running.You will be asked to verify your account after that, and if you are done, you are ready for your first Google Ads campaign.
Let’s follow the tips that will help you create eCommerce Google Ads for better results.
1. Set your goals for your Google Ads campaign
Before creating an eCommerce ad campaign, business owners must be aware of the company’s goals. In general, selling the products and services would be the aim. However, there are other aspects or objectives for maintaining a Google ad campaign, such as generating leads, increasing brand or product awareness, developing web traffic, and promoting apps. The below-mentioned campaign objectives must be considered for the eCommerce website.
- Sales: getting more sales is the main objective of an ad campaign. For this, search, display, video, or shopping ads can be used.
- Leads: Drive lead generation campaigns with video, display, search, or shopping advertisements to pique the attention of potential customers to the goods you are selling and turn them into sales.
- Web traffic: It is one of the main goals that should be kept in mind when you are running a new eCommerce website. Search, display, or shopping ads are the ones that can help you drive large amounts of traffic.
- Brand/Product Awareness: This goal is another important one that reaches the audience and attracts them to the products and services you are offering, and you can also use visual display campaigns.
Moreover, awareness of your campaign’s requirements is crucial, as knowing how to reach the target audience can help you obtain profit in terms of sales. Hence, you can use search keywords that can direct a customer to your website’s landing page.
2. Set the audience for your Google Ads campaign
As a next step, you have to identify your target audience after setting your goal. Therefore, you have to target the audience’s likes and locations, which will assist you in selling your products and services.
Before choosing your audience, you need to know the geographical location and language of your target market. The “Location tab” helps you select the audience location accordingly. Then, in order to find the possible customers from the results predicted by Google based on the geography, language, demographics, and interests of the audience, you will need to further define your target audience.
3. Set a budget for your Google Ads campaign
It is essential to set a proper budget. You must keep track of how much you will spend on a specific campaign over the course of a month. There are two possibilities:
If you are a beginner in the field, you should invest in conventional marketing to prevent any significant losses.
4. Choose the bidding strategy for your Google Ads campaign
When it comes to advertising ads on Google search or shopping, you should always concentrate on bidding competitively. The primary goal of the bidding strategy is to help you decide how much to pay for Google ads. Once more, it will depend on the eCommerce website’s campaign goal. For instance:
- Tap on “maximize conversion” if you want to make more sales.
- You should use the maximum clicking strategy for traffic.
- Select the Manual CPC tab for a more managed advertising approach. You can bid per keyword using this. The eCommerce page can continue to appear in Google’s top search results, which is another advantage of manual CPC.
Techniques for Bidding in Google Ads Campaigns
You will learn about several key abbreviations used in Google Ads and their significance here:
- CPC (Cost Per Click): If you want more conversions and website traffic on your page, this is the best method where you get paid based on clicks.
- vCPM (bidding on impression): You can apply this method when developing brands. For each impression in this place—roughly 900–1000—you must pay and place a bid.
- CPV (cost per view): This is especially helpful if you run any video or visual display ads. On the basis of each video view, fees are charged.
- ECPC ( Enhanced Cost Per Click): The coordination of your manual bidding is the best aspect of this method. As a result, the bid amount grows in accordance with the increase in the conversion rate.
- Maximize Conversions: This tactic will allow you to increase conversion rates over the entire campaign without going over budget.
- Maximize Clicks: Its goal is to increase the number of clicks on your advertisement while staying within your budget.
- Manual CPC: The maximum CPC (cost per click) can be manually chosen. Additionally, you have more control over optimization with this.
- target Impression Shares: While browsing the internet, you may have noticed the ads at the top or other observable spots on Google pages. You can accomplish it with the aid of this impression-targeting approach.
- Target Search Page Location: With this carefully thought-out method, you may position the ads such that they appear at the top of the Google search results page.
- Target outranking: You can gain more traffic by outranking advertising from competing domains on the Google search page by employing this tactic.
- Target Cost Per Action: It’s another excellent tactic for increasing conversions from advertising while staying inside a budget.
- ROAS (return on ad spend): By maximising conversions, you may boost the returns on your advertising investments.
1. Create a Google ad extension
The next step is adding your Google advertising extension. You must choose, develop, and save your ad extension. After finishing, you will move on to the next phase, which is choosing keywords.
2. Keyword Research for Your Google Ads Campaign
In this phase, you must choose your campaign keywords and create your ad groups for the campaign. The only way for your advertising strategy to be successful and cost-effective is if you select precise keywords. You can use resources like Google Keyword Planner, SEMrush, and Google Search Console to conduct keyword research.
- For eCommerce business owners who wish to sell their products online, the Google keyword planner is helpful. It is also a free Google tool.
- SEMrush can assist you in selecting keywords that your competitors are also utilizing. As a result, you will gain knowledge about the market and popular terms.
- It helps to understand client keyword needs by using Google Search Console.
3. Create Google ad copy that converts
Once your keyword research is complete, it’s time to design an engaging Google Ads campaign for your eCommerce website that drives conversions. Three headlines, two descriptions, a display URL, and a destination URL must all be completed here. Ensure that your primary keywords are in the headline for a stronger call to action (call-to-action).
4. Optimize Your Ecommerce Website’s Google Ads Campaign
Poor optimization of the Google ad campaign can result in a number of problems, including greater costs, fewer clicks, and lower quality scores. Some of the crucial SEO advice that you should keep in mind includes the following:
- Check your keywords frequently to see which ones are effective and which ones can be dropped.
- Occasionally testing and improving display URLs
- For cost-effective optimization, use Google Ad Alerts.
5. Optimizing your Google Ads campaign’s ad text
This is the most interesting and important step after Google Ads Optimization. Here, you’ll need to optimise the text-based ads for your website’s landing page. Few advertisers, however, have trouble managing their text optimization strategies. To do this, you need to produce clear, concise texts. When improving the text of Google advertising, keep in mind:
- Provide precise, product-related keywords. It may be a good idea to include the keywords in the headline.
- When promoting a product or service, you should always keep in mind your company’s unique selling proposition (USP) and provide clients with sufficient justifications for choosing your offering over that of your rivals.
- When a customer clicks on an ad, a CTA (call-to-action) should be included to help you understand their needs.
Limitations in Google Ads Campaigns
It happens frequently that after starting the first campaign, you don’t get the response you were hoping for. Listed below are the key issues and helpful solutions:
1. There are few, and they are more expensive
The high CTR and CPC can be attributed, in part, to the quality score. It is beneficial to recognise how the ads are situated because it has an identical impact on CPC prices. Now, the subject of how to comprehend the quality score of your advertising campaign can come up. To obtain a sense of the quality score, look at the landing page’s historical statistics for CTR, keyword relevancy, and quality.
Consider these suggestions to increase your quality score:
- Examine your targeting and keywords.
- Change the negative keywords.
- Original and truthful content should be used for the URL.
2. Problems with irrelevant clicks
The use of irrelevant keywords in advertising, which increases their costs and yields negative results, is another mistake. You should delve deeper and explore the precise keywords more to better fit the interests of the target audience.For this, you must hunt for precise sponsored search keywords.
3. Excellent Clicks, but No Conversion
When conducting Google ad campaigns, one of the most frequent problems advertisers see is when CTRs show incredible results but no leads or sales are generated. When this happens, make sure the URL matches the content your clients are trying to search for and that the landing page is appropriate. This can also be due to your eCommerce website’s prolonged loading time. These tools can help you fix the landing page:
- To determine whether all the products are correctly listed or not, look at the technical aspects of the promotional and landing sites.
- Improve the sales potential of the product pages.
4. Several impressions, but no clicks
The fact that there are few clicks despite many page impressions indicates that your targeting and keywords are working well. This might occur as a result of poor advertisement copy. The main cause is poor performance when adding copy. The following can help you improve low CTRs:
- Try out different headlines or descriptions. You’ll get a better sense of the better keywords by doing this.
- The essential points, such as the product description, advantages, features, problems, and solutions, should be highlighted.
A number of well-known Google Ads campaigns
Some of the most well-liked Google campaigns for an e-commerce website include the following:
1. Personalized ads for Google Shopping
It serves as the foundation for Google ad campaigns. To comprehend the audience and their needs, test branded shopping campaigns. Additionally, it will aid in promoting your brand. However, the cost of this is high.
2. Campaigns without branding
It will assist you in reaching your target market if you are new to the e-commerce industry and they are exhibiting interest in the goods or a related market to what you are selling.
3. Smart Shopping on Google
Google Shopping, automatic bidding, and display marketing strategies can all be combined. Gmail, YouTube, and search and display networks are some of the efforts mentioned.
4. Ads for Dynamic Search
One of the best campaigns, in fact. The best features of these campaigns are their reduced time requirements, broad audience coverage, automatic updates, editing options, and keyword extension. Remember once again that dynamic search advertisements are only useful if your online unit provides a wide range of goods or materials.
5. Contextual Advertising
This campaign can help you if you want to increase brand awareness and promotion among a large audience. The displaying network offers Google contextual alternatives, which are beneficial to both new and seasoned owners of eCommerce businesses.
We made an effort to cover every component that will enable you to run Google advertisements for your brand-new eCommerce website in the post above. Even though it’s not simple, running Google advertisements is not particularly challenging either. You will receive the best results from the advertisements on your eCommerce website if you set the correct objectives, provide the right money, use the right keywords, and optimize them. Connect with RDS team if you’re an eCommerce business and want to scale up!