Google Ads can work for businesses of all shapes and sizes. ©2020 Disruptive Advertising. (I’ll share a workaround for that in one of the next sections). I’ve marked this as an intermediate tactic because it’s not super easy to get this right. I’ve seen this happen many times. You can learn more about how to use negative keywords here. The most important thing, of course, is a Google Ads account. This is where users are directed to after they click on an ad from social media or Google. Bidding more on high-value products is an excellent strategy for ecommerce companies, especially when it comes to high-intent audiences. You can use all of the targeting options I’ve outlined above. Ad groups allow you to create themes within a campaign and can help you control the relationship between specific keywords and ad copy. (Quick clarification: Remarketing is Google’s name for retargeting, these terms mean exactly the same). They can be straightforward: Or tied to a specific occasion, promotion or collection, like this holiday-themed ad by Away: Great ads are essential, but the other part is showing that ad to the right people. If you use Dynamic Search Ads, you don’t have to bother with any of these. Potential leads and existing customers alike love a great sale. Check this article for a nice example of how to properly do bid adjustments. If you see good results, you can invest some extra resources to get them to look good. Don’t fall for that trap. Google Shopping runs on the information that you provide in your product feed. If we look at the example above, we could have a campaign that targets all search queries that include the brand name (“Sthil”) and product names (“MSA 200”) and another campaign that targets all other searches. In some research studies, Google Ads accounts for as much as 18% of all ecommerce revenue. Don’t try to run a campaign with 2000 products with $5 a day for a month. But with Display Ads, you’re showing up to people that aren’t necessarily searching out your products. There are keywords to find, ads to create. For most businesses, spending 6 figures on video production is quite a leap. I’d start out with Manual or Enhanced CPC and see how things perform. A good structure ensures the right ad appears for the right search query. With RSAs, Google will do the testing internally. If you’re selling this chainsaw: Would you pay the same for a click on your ad if someone searched for “chainsaw” compared to “stihl msa 200 battery chainsaw”? You can test all sorts of things, but the most common experiments that I run are bidding strategies. Moreover, do not forget that Display ads from Google can also help with branding. And then work your way up. High-value products will typically have higher profit margins, giving you more room to bid more will still having a positive ROAS. Audiences are a special type of bid adjustments. For static remarketing ads, these assets are headlines, logos, images, descriptions, and even videos. For many ecommerce businesses, Google Ads is one of the main marketing channels. Google Ads is one of the best platforms to drive sales and leads for your business.. Here is an ad I got after visiting mahabis.com. The initial goal is not to develop a fully-fledged sales channel. With Placements, you can select the specific websites and apps you want your ads to appear on. So similar to the approach with Shopping and Search Ads, you want to structure your campaigns in a way that allows you to isolate all of the different parts. These last few years, ads have evolved from being a contained thing (= the way you enter the ad is how it will show up), to a toolbox for Google to pick from. Google remarketing takes the search power of Google and enables you to reach your target shoppers – those who are already familiar with your brand and products – … When it comes to deciding what to put in your ads, I’ve seen the best results tied to a promotion. The first two columns are all about navigation, find your way to the correct part of your campaigns. If this sounds crazy to you, that’s because it is . Best practice advice . February 5, 2020 By Ana Gotter Ecommerce, Google Ads, PPC. So they trust Google’s recommendation. By default, Google has Search Partners and Display Network enabled: Starting out, opt-out of these to make sure you know where your ads are appearing. Reach in-market shoppers with Google Shopping ads … Google Shopping campaigns are a no-brainer for any ecommerce company. Example #2: if you’re selling a couple of different types of air humidifiers, create a product review video comparing a couple of different models. So the “click” or open rates on this ad type are very high. Retargeting through Google Ads allows you to show your products to users who have viewed your site or video ad recently on third-party, in-network sites all over the internet. So what can you do with YouTube Ads if you can’t shell out that kind of cash upfront? I see this all the time. Grab the interest with a good “subject line”, show an attractive, time-sensitive offer and convert on your own site. The next layer of ads is Remarketing Ads. You provide them with all the assets: headlines, descriptions, etc, and they find the ideal combination. Thanks Angel, happy to hear the article was useful! ©2011-2020 • Store Growers - Privacy policy, The Ultimate Guide To Google Ads For Ecommerce (2020). Make sure that you mention any special offers or sales that you have going on. While Google Shopping requires some additional setup and configuration, most of the other campaign types share the same basics. – Google won’t adhere to a daily budget every day (eg $10/day), but they will adhere to it on a monthly tmeframe (eg. YouTube continues to change names, which makes it quite confusing. Anyways I read the post and it helped me a lot as I was thinking to post an ads on google to spreads my business service’s to my clients. These are pre-made interests that Google has put together. Explore our E-commerce and Retail Digital Marketing Toolkit. Google knows this because of the tracking code you have placed on your (website. But by now, you should have a pretty good foundation: You’ve learned the interface, know your way around various reports, learned basic Google Ads optimization tactics like negative keywords and bidding. That means you have to decide on practical things like: When you get to this stage, there is so much conflicting advice. On others, you’ll have to add the feed manually. If you’re unlucky, that early work can get pretty technical. Which Google Ads strategies for e-commerce will you be focusing on in 2020? The preferred “choices” eCommerce merchants articulate to us is generally between Facebook (and Instagram) Ads vs Google Shopping (and Paid Search) Ads.. To run Shopping Ads, you need to create a product feed. But luckily there are plenty of scripts available that you can copy/paste and slightly modify. This basically is a big spreadsheet with all of your product information. They allow you to feature product images, titles, pricing, and product ratings immediately under a relevant search. Showcasing sales, discounts, and exclusive special offers never hurt. Such a great article on Google Ads in general. Hi, Thank you so much for your useful article. If your competitors aren’t using them, you have the advantage to stand out even more. But getting them right is essential to make sure your products get visibility. While you can do everything from the Google Ads interface, some things get pretty tedious. After a while, you can test with enhanced CPC. For more details on retargeting visitors have a look at the section on Remarketing Ads further in this guide. css: "", I am not from an E-commerce background but I do run a service website for E-commerce site holders. Then you have to start spending to test different variations and run the winners on a larger enough audience to see an impact and a high enough ROI. As with all of the above, test to find what works for you. With a limited advertising budget, what PPC channels should you invest in? If so, what works best for you? By leveraging the power of Google Ads, ... Getting started: how to create and manage ads for ecommerce. No matter whether you’re creating Google Shopping campaigns or YouTube Ads, you control everything from the Google Ads interface: Google is constantly making tweaks. Pick keywords that are too general, and the visitors you’ll attract are also less probable to buy. Unlike Other Google Ad Agencies We run Google campaigns for direct-to-consumer ecommerce brands. To help you do that, I’ve put together a guide of this whole article that includes the overview of the different campaign types and skill levels, to help guide your learning. Because if you mix all sorts of audiences together, you have no idea what’s working and what isn’t. portalId: "7676851", Take advantage of that. Optimize and scale Google Ads program in 90 days or less. You can see that these DYnamic Search Ads allow you to quickly set up campaigns for a lot of products. The framing of this question is a bit flawed because most eCommerce businesses can benefit from using both.. Meaning more people have had more time to get good at them. Unfortunately, that also means that you tell Google to look for the keyword you provide, and many others like it. Required fields are marked *. So in what follows, we’ll follow that order. Google Shopping Ads Strategy in the time of the COVID-19 Pandemic. There are natural rises and falls in searches for plenty of different products. With Text Ads, you’ll often add multiple ones to an ad group and let them fight it out who’s the champ. formId: "da7bc311-2222-42e0-abb4-4df2045ae981", Google Ads can work for businesses of all shapes and sizes. The campaign is linked to your feed allowing Google to pull together an ad “custom” for that user. By Expert commentator 22 Jul, 2019. Here is an example of the structure of Display campaigns: Campaign #2: Display – in-market audience. His goal is to cut through the BS when it comes to ecommerce advice and provide you with tactics and strategies that will make you more money. Then you’re better off creating an ad group with ads that target the category name. The second tool you need is Google Analytics. Google Ads is probably one of the easiest and cost-effective ways to drive customers to your business. So should you create ads for each product? If you’ve been running your Shopping campaigns for a while, you can also use the Search terms reports as a source of keyword research. something. (Like the whole debate on whether or not to use single keyword ad groups). Their official name is TrueView Ads For Shopping. You can avoid those frustrations and find the right balance between enough traffic and specific traffic through solid keyword research. So be sure to learn about modified broad, phrase and exact match and how to use these different match types in your campaigns. You can see three different brands do this here: You can also add sale or discount information to your Shopping Ads, listing the current sale price and the typical price or featuring promo codes. Ecommerce businesses, for example, are going to want to stick to strategies and tactics proven to sell products effectively and at a relatively high return. Then after 30 days, you can look at the results, and decide how to proceed from there: Display Ads are text, image or video ads that show up on the Google Display Network, a group of Google-owned properties and third party websites. With a Shopping campaign, you can prominently advertise your products at the top of the Google search results at the exact moment people are looking to buy the kinds of products you sell. Either way, they might purchase, but they haven’t yet. So in this section, I’m going to focus on what’s different for ecommerce YouTube Ads. detail: 'source_detail__c', You can find them through things like keyword research or from previous campaigns. These are modifiers that you add to your search queries, and they indicate to Google how close you want them to find variations on your keyword. Which keywords should you put in the same ad group? How to create a Google Shopping strategy to generate as many leads as possible. When users are ready to buy now and are just trying to find the right item, you want to make sure that you’re showing up in those searches. Here are a couple of other ideas on how to improve your ads: Ad extensions are an essential part of your campaigns. While most advertisers will be inclined to use a conversion based strategy (you want to make sales right), it might not be the best one to start out. For static remarketing, a single code will do. So don’t expect too much from it but you can add it as a test on top of your regular campaigns. If you want to see those benefits, though, you’ll need to leverage strategies that were chosen and developed specifically for businesses like yours, which is where things can get tricky. But that can be a pricey affair (also because you need them in all of the different sizes). Let’s take a closer look at all the targeting options in Google Ads: The options that are easiest to understand are the demographics. This last one is probably too labor-intensive for most stores. Google makes this really easy. But if you’re starting your first campaigns, I suggest you run Standard Shopping Ads. I might balk at the idea of spending $268 on a pair of pearl earrings in general, but seeing that they’re discounted from $335 makes them seem more affordable. } }) If you want to know more, check this solid tutorial on what scripts are and which ones to use. Firstly I was hopeless because of the high rate of google ads but after reading the tips you have given, it encouraged me. The bidding strategy you choose depends on your original campaign goal. In contrast to regular Display ads, this particular placement gets a lot of attention. Next, you can get the details on the quality of the information you’ve provided: I can’t predict which errors and warnings you’ll see. (I’ll show you in the “Experiments” section how to effectively test bidding strategies). So if you don’t open Google Ads very often, things might have changed around a lot. If you’ve followed the advice above, you can see that getting Search Ads right is a lot of work. If your goal is to make more sales for your e-commerce store, “Maximize Conversions” is the way to go. Two stores that do have the same budget and start the same Google Ads campaigns might see very different results. Remarketing Ads are a special type of Display Ads that appear on other sites to people that have visited your website. He's an ecommerce PPC expert from Belgium and has been running Google Ads campaigns for over 8 years. Results-wise, they haven’t produced anything amazing yet for my clients. Here is what that looks like in the interface: The responsive part in ad type refers to the fact that you’re providing Google with a bunch of assets which they combine into different combinations. It’s free to create. Here you’re able to adjust your bids based on visitors that are part of different audiences (this is also called “Remarketing Lists For Search Ads”). It makes no sense to create ad groups (and ads) for each one of your products is no one is searching for that specific brand or product. Smart Shopping Vs Standard Shopping Campaigns (Beginner), Shopping Campaign Structure (Intermediate), Dynamic Remarketing Campaign (Intermediate), Creating Effective Remarketing Ads (Beginner), Search Ads Campaign Structure (Intermediate), Display campaign structure (Intermediate), How to make good videos without breaking the bank. They then crunch all of that data and make it available to advertisers like yourself to pick and choose from. Here is an example of an ad by DTC brand Away: For ecommerce, the most important automated extensions are the seller ratings: They grab the attention and show the strength of your store (in both ratings and count). You can create separate ads for visitors to specific pages on your site, but all those visitors will all see the same ad. This means creating a variety of campaigns that use different ad types to target your remarketing lists. Some platforms (Shopify, Magento) will connect straight through the API. Starting out, Manual CPC is often a good start. Key takeaways from this Google Ads guide. But going in blind and expecting to strike it rich is a fool’s errand. People always want to know the BEST bidding strategy. The opportunity to save while getting something great can be practically irresistible, especially if they think that the sale is almost over and that they need to act now. Most people aren’t big fans of how the “default” ads look. So when it comes to deciding how much to pay, there are different bidding strategies available. Especially because many of the ads you see (of companies with big budgets) look really good. The Best eCommerce Strategies for Google Search Ads. Part of the complexity for people new to Google Ads is that there is no such thing as a “Google Ad”. This guide has a ton of action items to implement. Nik has a Facebook group that I recommend joining if you’re doing any type of work for e-commerce businesses when it comes to Google ads. In the previous section, you might have gotten a bit overwhelmed with all of the targeting options. // key = source variable While Smart and Standard Shopping campaigns actually produce the same ads format, Showcase Shopping Ads actually are a different kind of ad. There are many ways to set up Google Ads. As you can see, just listing the different options already takes a long time. A good structure makes your campaigns easier to manage and ensures you have good quality scores for your keywords. Change “spring dress” to “summer dress.”. So my suggestion is to use the other targeting options below and use the demographics to filter out groups that wouldn’t be a good fit for your ads. What is OTT Advertising? So when a visitor is looking at an article about electric mountain bikes, your display ad can show up: A second targeting option, similar to keywords, are Topics. These are the basic targeting options like gender, age, parental status, and household income (these last two are only available in the US). It’s actually called “Google ads for e-commerce, entrepreneurs, and agency business owners”. When you’re running keyword-based campaigns for Google’s search ads, you’re absolutely going to want to include negative keywords. Share your thoughts and questions in the comments below! Best Return of Investment Clever ecommerce will automatically optimize your campaigns, using Smart Bidding Optimization algorithms, to maximize your marketing budget and ensure the best ROI. Final Thoughts Building an effective eCommerce advertising strategy is no simple task. Another expert Google Ads tip for growing eCommerce businesses is to separate campaigns for Google Shopping based on elements such as priority, products and terms. Specifically, I needed to brush up my knowledge about running. The following two tabs change content below. If you put tennis shoes,  Google might show your ads for hiking boots. You can learn more about it here. To conclude this section, I want to mention a special type of Display campaign: Gmail Ads. if(window._src[field_name]) { There is much to learn and little time indeed. So if you’ve decided to start with Google Ads, or want to get better results from it, this guide is for you. You’ll also want to display any product reviews you already have to stand out, which you can learn more about here. It’s a trend that continues to grow. Essential . The Top Google Ads Strategies for Ecommerce in 2020. } Create a draft version of a campaign with the only change being a different bidding strategy, launch an experiment et voila. Here is an example of a campaign I ran a while back: You can see the CTR, the number of people that clicked on the ad inside Gmail is 70.5%! This is where plenty of high intent users will see something that meets their immediate needs and purchase quickly. While you could start with any campaign type and see results, it’s not the most effective approach based on my experience from teaching people how to run Google Ads. Once you have created your ads and uploaded them to YouTube, it’s time to start creating a campaign around them. If you’re selling electric bikes, you might add “electric bike” as a keyword. Because Google Ads is a pretty big platform with tons of different options to choose from, it’s not always clear which of these features are relevant for you. This allows you to show the full value of the product while making yours seem more competitive. She can be contacted at anagotter.com. Let’s do a little quiz. – People like to compare results on a monthly time frame So the first thing you’ve got to do is figure out which of those are relevant to your business at this point in time, and which ones to shelf for later. That logic is not available in Google Ads offers several bid strategies that are too general, and ratings. 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