Google Ads for Ecommerce:
The more the number of people among which you have your reach, the greater the chances for you to sell your products. Switching to e-commerce has already extended your reach much more than one could have done physically, it is now time to cash in the real benefits of e-commerce by generating leads that turn into sales.
This can be achieved through marketing, and talking of marketing ought to mention the flag bearer of marketing ” Google ads”.
Google ads are for businesses of all shapes and sizes irrespective of the fact that how old the business is.
- Google serves around 3.5 billion search queries on a daily basis, you can imagine the reach of Google.
Ecommerce retailers are always eyeing the promotion channels that will give them value for money, give them the all-important leads. Not only leads but leads with high conversion rates. A robust Google ad strategy is a sure shot method that is bound to increase your sales.
Google has itself revealed the stat that for every 100 dollars spent on Google ads, advertisers make 800 dollars! That’s an eightfold return. Why would anyone not be willing to grab it?
What exactly Google Ads are?
The digital space is surrounded by Google Ads, you will find them in YouTube videos, in between blogs, on top of your Google search results, and in mobile applications.
Types of Google Ads:
Search Ads: For every SERP there are dedicated Google Ads relevant to the search queries that are displayed both on the top and bottom of the page, these are the most common Google Ads called the Search Ads. They are the most effective and the conversion rate is also very high.
For example, you have searched for ” Best shirts for men”, on the search page results the ads will be displayed as follows.
Display Ads: the difference between search ads and display ads is that the ultimate customer might not be looking for the exact product we are offering but, we make him explore our products while providing him the related information he is looking for.
Shopping ads: shopping ads are also displayed on the top and bottom of the search results, and the fact that they are displayed on the top of the page, enhances the possibility that a customer might purchase your product.
Video ads: have you noticed the 5-20 seconds ads appearing right at the inception and sometimes in between of the YouTube videos? These are video ads, which make you aware of the positives of a product, thereby compelling you to explore more about it.
Checklist to tick before using Google Ads:
Google Ads are no doubt effective, but their impact will largely depend on the modus operandi of their implementation. Here are the key aspects you need to cover before erecting a stern Google ads strategy.
- What are your short-term and long-term Sales ambitions? If you are eyeing an increase in sales many folds in a shorter duration of time, you should advertise aggressively.
- What is the profit margin on the products you are willing to promote via Google ads? Products with very slight profit margins are not worth promoting because you might end up investing more in promotion than you might realize from the campaign.
- Carefully determine your Key Performance Indicators ( KPI’s). Click-through Rate (CTR), Conversion Rate, Quality Score, Keyword, Performance, Cost Per Click (CPC), and Cost Per Acquisition (CPA) are the most common KPIs that need to be kept in mind.
- Keeping a check on your competition. Knowing what your competition is doing, and how they are achieving their promotion campaign might help you excel. There are analytics tools like SpyFu that will help you track down your close competition.
- The choice of landing pages should be precise. An appropriate landing page will bring down your CPC significantly, at the same time giving a boost to your ad rank.
Getting started with creating Google ads for eCommerce:
When we are aware of the types of Google ads available, and the basics to be ticked while designing your ads strategy, we must now learn to set up and manage your ads.
Setting up a campaign: A campaign is an umbrella concept that covers multiple ads related to the campaign.
For example, if the campaign is ” Shirts for men”, the ads can be directed towards more specific bifurcations like formal shirts, casual shirts, printed shirts, and cheque shirts.
You are also provided with the option to take the help of Google’s custom campaign creation tool that efficiently serves the purpose for you.
Objectives of setting Google ads campaign:
- Sales: obviously that’s your ultimate aim right? Campaigns should be such that attract in-store, in-app, and sales through e-commerce websites.
- Leads: campaigns focusing on leads will drive potential buyers out of their indecisiveness to take action.
- Web traffic: if you are willing to drive traffic to your website in tandem with customers then you must focus on Display, Shopping, search, and video campaign types.
- Brand identity: such campaigns don’t directly result in sales. Rather they have a long-term objective of creating and nurturing a robust brand image of your product in the marketplace.
Setting up a Budget: Ultimately Google will charge you for each lead that is directed to your website through the ads displayed. But how much you will pay depends solely on you. Google allows you to set up your daily budget. You must set up your budget, according to your current position in the industry and your advertising needs and goals.
For instance, if you have just rolled out a new business, you should go easy with your budget and not spend all you get at once.
To set up your daily budget, take the amount you are willing to invest in advertising and divide it by 30.4( Google users 30.4 as the average number of days in the month), you will get your daily budget.
The budget also depends on the duration for which you want to run the campaign. If your campaign is a short one and is expected to wrap up in a few weeks, you can go heavy on your daily budget. And when your campaign is going to take a long while to conclude, you should go easy on your budget.
Defining your target audience: your ads might get lost on the internet if not directed to the audience you wish to cater to. Setting up the audience according to the location and geographic setting is always a wise option. Once you set your location, Google will display the ads to the people from your locality that have the same intents, interests, and demographics.
Creating ad groups: there are two options available to us for creating ad groups. One is a dynamic group and the other is a standard group. The standard group is static and is defined by you, while in the case of dynamic groups, ad text is automatically defined as per the tastes of customers.
Selection of Keywords: Keywords are the search results that your target audience is already searching on Google search results. You must select keywords that are similar to the products you are promoting. Keyword selection is critical because it defines whether your ad will be seen by the target audience, or ignored for being inappropriate.
Google offers you the help of the Keyword planner tool if you are not sure about your keyword selection. Aspects like search volume, competition level, search volume, CPC, and keyword density, should be analyzed before finalizing the keywords.
Negative keywords: these are the keywords for which you don’t want your ads to be displayed. Because in your opinion displaying ads for such keywords might cause harm to your brand identity.
Dive into the ocean of PPC advertising: The top Google Ads strategies:
Highlight Discounts, special offers, and sales: discount has always remained the best click-bait when it comes to advertising, people just cannot ignore it. People are always looking for sales and cannot resist getting something they were looking for at a discounted price. This strategy boosts sales and increases the chances for a potential buyer to open the advertisement.
For example, a customer might find a 10000 rupees watch expensive, but when it’s discounted from 15000 it becomes a good deal for the customer.
This strategy is adopted by almost every big player in the e-commerce marketplace, may it be Amazon, Flipkart, or Walmart.
Deploy Shopping ads: when it comes to e-commerce shopping ads are the best available alternative. An image is the best, and the most convenient way to market. A shopping ad allows you to provide entire images, titles, pricing, and product ratings relevant to a search result under one place.
For example, when you search for the best perfume to buy, the product options suggested by Google that appear before us are all shopping ads. These companies must have paid Google for displaying their ads.
Bidding wisely: you can always control the bids you place on your products. You should bid aggressively on high-value products because such high-value products are the ones that have a high-profit margin. So you should make sure that these products are visible to the target audience even if you have to expend a dime more.
You are all set to create, manage, and track your own Google ads that will foster your products in the marketplace. Before you leave let’s quickly recall the major takeaways.
Planning is the key: it will take you some considerable amount of time to get going with advertising, but once your campaigns are set all right and are launched, you just need to track their effectiveness and strive to make improvements.
Keep experimenting: almost every aspect of your ad is customizable and you should keep on making experiments until you find the right mix. Change a set of parameters at a time and evaluate the impact on the conversions.
Once you create your first campaign, do tell us about your experience.