Picture this: Our protagonist (let’s call him Jim) comes home from work, he’s starving and wants nothing more than delicious, empty carbs.
“You know what I could go for? Some air-fried wings,” Jim decides. But Jim has neither wings nor even an air-fryer, so he heads to his laptop – he needs to order one immediately, of course.
This is where you come in – your business sells the best air-fryers around. But when Jim searches ‘rad air fryer’ on Google, your Google Ads don’t show up. So, Jim buys an inferior fryer and everyone is dissatisfied all around.
Why didn’t your Google Ads show up to a potential customer?
Because you haven’t started running them yet. You’re not sure how they work, you’re not sure how to set them up, you’re not even sure if they’re worth the investment.
But you don’t want to keep losing all those Jims online. Google ads for ecommerce gets more eyes – eyes that are looking for products or services like yours – on your brand, extending your marketing reach to any place with WiFi. By proactively advertising online, you’ll get more relevant, targeted leads visiting your business, you’ll build brand recognition, and over time, accrue more and more sales. But before you can reap the benefits of ecommerce advertising, you’ll need to know the ins-and-outs of Google Ads (or you could always get in touch with us for an audit, and we’ll create and manage your campaign for you).
A Quick Rundown of Google Ads
In case the benefits of advertising online weren’t illustrated well enough through Jim debacle, the obvious advantage is the number of potential leads you can receive. And considering Google has a majority market share of search engine traffic at 73.34%, it’s clear Google Ads is one of the best advertising platforms for ecommerce available today. You want your brand in the middle of the consumers’ conversations, and a lot of dialogue starts with a simple Google search.
So what do they even look like? You’ve definitely seen them before:
At the top you’ll see shopping ads, which target people who are in the interest or consideration phase of the buying cycle. (This is what makes the Ads platform the best way to advertise ecommerce websites – unlike newspaper ads, for example, you can specifically set parameters to serve your ads to audiences that share particular characteristics. If you’re doing it right, you’ll be getting more relevant leads, which will in turn have a higher click-through-rate (CTR) and will boost your ROI in the long run.)
Below them are search ads, which are the first set of results you see before the ‘organic’ results. The difference between Google search ads for ecommerce and those organic search results is you’re essentially paying to skip to the front of the line. When people query keywords you’ve optimized your ads for, your brand and products will come up first, giving you the first crack at a click. And if you use Google, you know how rare it is to go past the first few search results.
Because you’re jumping the queue and getting a chance to sell to your online consumers before your competitors, it comes at a premium. They aren’t free, but they aren’t expensive -and totally worth it when you consider the potential benefits. You’ll have to pay to show up for your chosen keywords; so depending on the competition, they can range in costs, as some ‘keywords’ will cost more than others. But we can’t stress how valuable it is to be in those top results!…so we’ll have someone else do that for us.
Finally, we have many clients asking if they’re locked into a plan, or if they can stop their paid ads at any time. The beauty of digital is its flexibility, so you can pause, tinker, adjust, test, stop, and start your campaign to your heart’s content.
Starting Your Google Ads Campaign
You know Google is one of the best places to advertise ecommerce – but how do you make the most of your ads?
We’ll be frank – internet advertising for ecommerce isn’t easy. Ideally, you’ll have an analytics wiz and/or a qualified digital marketing agency with pay-per-click (PPC) experts to manage your ad campaigns. There’s a lot that goes into it: choosing the right keywords, allocating the right budgets, targeting the right audiences, constant monitoring of campaigns and competitors, and so much more.
If you’re confident in going at it alone, however, you can quickly get a campaign up and running through Google’s own quick start guide.
And for those of you that have some PPC savvy, here are a few actionable tips you can apply to your campaigns immediately for a boost in results.
Making Your Google Ads More Effective
How do I increase traffic on Google Ads?
There are a number of recommended approaches Google offers to increase traffic. Some of the most important would be:
- Leveraging Smart Bidding – Especially if you’re not a PPC pro – you’ll no longer need to manually adjust bids!
- Amplifying successful keywords – If you see keywords in your campaign performing well, use them in different ways – phrase match, broad match, exact match – to appear in more searches, giving your more opportunities to accrue traffic. For example, if your keyword is ‘advertise ecommerce website’, maybe you’ll want ‘ecommerce site marketing’, ‘marketing online for websites’, and other similar variations
- Test, test, test! – We touched on their flexibility, so use it. Test different bids. Different messaging. Different ad formats. Different keywords. Keep trying until you find success, but be mindful of what you’re spending as well!
How do I optimize keywords in Google Ads?
For an optimal campaign that captures the right audience, you’ll need to speak your consumers’ language. The more you’re in-tune with what your audience is typing into the Google search bar, the more relevant keywords you can add to your campaign, thereby boosting the number of eyes on your ads.
You can optimize your campaign’s keywords by:
- Creating a keyword list – helps you organize and determine which keywords are valuable and worth bidding for
- Grouping and segmenting – organizing keywords that are semantically related will boost relevancy, and in turn improve ad scores
- Improving relevancy – getting a click-through on your ad is the goal, and ads that are most relevant to a users’ search will be awarded that glorious click
- Test different messaging – don’t forget to include those keywords in your PPC ad copy, too! Try different value propositions and styles of messaging to see what performs best, then optimize from there
- Optimize your landing page – once a user lands on your page, your message must match the offer. Be sure to include your campaign keywords onto your landing page for best quality scores
Why are my Google Ads not converting?
Your ads are getting eyeballs and your CTR is decent – but you’ve yet to see an impact on your conversions.
There could be a number of reasons why your ads aren’t converting. One of the most common reasons isn’t even an ads problem – it’s one of user experience. If your ads are being seen and bringing people to your website, but fail to convert from there, there’s something awry in your sales funnel.
Some fixes for this can include ensuring your ads and landing page delivers the expected user experience of your consumers; optimizing every touch point of your buyer’s journey; test your navigation, category pages, product pages, checkout process, everything!; integrate your marketing with high-relevance email campaigns; we can go on and on but you get the idea.For a more exhaustive list of improving your conversion rates, check out Google’s very own resource on the topic. Or, a digital marketing agency can audit your website for user experience so you’re capitalizing on all the traffic your ads are bringing in.
Ready to get started on boosting your ecommerce through Google search ads for ecommerce? The 7th Sense Marketing team can audit your PPC campaigns and recommend areas of improvement, or we can create, manage, and monitor a campaign from scratch!
For more information about our digital marketing services, get in touch with us today.