Are you an online retailer eager to generate more sales, increase conversion rates and don’t know where to start from? You are in the right place.
It’s a well-known fact in e-commerce, that successful selling is the guarantee of higher profits. So, how to sell successfully with an online store, that suggests the most outstanding product in the market with the lowest price and gets nothing? Even the most marvelous shop with a splendid design, product, and navigation faces the barrier of reaching the corresponding audience.
In contrast to brick-and-mortar stores, when your main goal is notifying people about the physical location of your store and enjoy sales, online store reach goes a little far beyond just location. Why? The answer is simple, you need Google ads campaign to target the proper audience and boost your sales. Without a well-organized ads campaign, you will get nowhere or will stop at the midway.
Why Google Ads?
Google Ads is a PPC platform allowing your product or brand to appear during search results by search engines. With the help of Google Ads selling and getting the target audience is easier and cost-effective for online stores. The picture will be clearer if you take a look at the example below.
From the example it becomes clear that there are two types of positioning results:
- SEM for paid results
- SEO for organic, free results
The good side of Google Adwords is that it is Pay-Per-Click, i.e. you don’t pay until the visitors click on your website. To get into the details and understand how it works let’s read further.
How Google Adwords work?
If your store sells a wall clock, then it will be a lucky thing if your ad appears when people type “wall clock buy” in the search box. I say the term “lucky”, since creating Ads campaign isn’t enough to get traffic. In order your ad appeared with this keyword, you should add a bid (it’s the maximum amount of money you are ready to pay for your ads to be shown).
You may ask, what if my ads don’t appear even after adding a bid. There is no need to worry since Google won’t charge you due to the CPC (cost-per-click) metrics. Moreover, except for the proper bid, Google also takes into account the user experience visitors show on your website. For instance, it considers the activity after they click on your website in 2 negatives criteria, both of them meaning that something is wrong with the store and the visitors didn’t like it:
- Visitors leave it too soon
- Visitors don’t click on anything
All this explains one thing, your online store needs a well-planned and prolific ads campaign. Actually, there are many types of them and you may choose one of five ad types depending on your ad’s focus area.
What kind of Ads exists?
1. Search Network
When opting for this type of ads, you choose your ads to be shown on the Google results page. Frequently, online retailers choose this type with the Display Network, as they both show your ads in result page and in Adsense banners.
2. Display Network
This kind of ads appear in Adsense website banners and usually don’t come alone, as was mentioned above.
3. Google Shopping
You may go for these ads if you want to show your product with the Google Shopping product image Ads.
With these ads, everything is simple, since they are shown only on YouTube.
5. Universal Campaign of apps
This type of ad is the most comprehensive one. It is generally used when you want your ads to be shown everywhere.
Summing up, we should say that the most functional option for an e-commerce store is “search network” one. In contrast to the other types, this one enables you to obtain 100% control over your ads and what happens with them.
How to get started with a Google Ads campaign?
After so much read and discussed, it’s high time to understand how to create Google ads. Consequently, we have created a simple-to-follow guide for you. Let’s dig into each step and see what is the magic of ads campaign.
1. Setting up a campaign
Depending on the industry and sort of business you run and what you prefer to advertise, you may need one or multiple campaigns.
First of all, it’s necessary to create an Adwords account on adwords.google.com. After setting up your account, you should create your first campaign.
On your Adwords dashboard, you should choose the ads type. For now, let’s choose the search one to move forward. Then, you should decide on your budget, location, keywords, bids, the text of the ad, afterward Save and continue.
After choosing the type of campaign in the corresponding section, you will be asked to choose what you want your ads to be optimized for: sales, leads or website traffic.
After that, you should choose your campaign name.
Another important thing to consider is the language. The default language on Adwords is English, but you may add other languages if you have intended to sell globally.
2. Setting budget and bid amounts
As soon as you finish with your campaign parameters, the turn belongs to the budget and bids. Setting a relevant budget is also important, so you should know how to do it.
On Adwords, you are required to set your daily budget. To do that you may take your monthly budget and divide it into the days of the month.
As an average number, Google takes 30.4 days per month. It’s recommended to choose the minimal budget for the beginning. Thus, if your monthly budget is $300, then your daily budget will be $9.8.
$300/30.4 = $9.8
What refers to the bid strategy, here you should focus on spending your budget in proper places. To name a few, you may focus on the number and value of conversion, or the number of clicks your ads get and more.
3. Setting up Ad groups
The next step to take is creating ad groups. They look like groups of keywords related to their ads. Overall, your campaign is like an overview, to make it more specific you should add ad groups. In the example below, you can see that the campaign name is “Flowers”, to make it more specific an ad group “Roses” is added with the correspondent keyword “Red roses”.
A good rule of thumb is keeping keywords relevant to their ad groups, as they will look more well-organized and will make the tracking easier.
4. Adding the keywords
Now let’s see how you should add keywords. If your campaign is for the search network, the keywords should be relevant to the terms your audience searches for in Google.
That’s why you should organize keyword position correctly, that’s to say add them in relevant groups. Each keyword group should have a name and contain 3-5 related keywords. At this stage, Google will even help you suggesting relevant keywords to get started.
In case you are not assured with your keyword strategy, the Keyword Planner tool is always there to give you a helping hand.
Implementing this tool, you will get a list of similar keywords, their competition level, and CPC, and the number of searches per month for each keyword.
5. Last settings check
As soon as you complete all the above-discussed steps and your campaign starts running, you should finalize it with the last settings check. When you log into your Google Ads account, you will notice how campaign data is highlighted on your dashboard. With its help, you will understand which campaign performs well, which audiences click on your ads and many more.
Customizing your metrics in the chart at the top, you will be able to see conversions, impressions, and clicks whenever you want.
This is where you will see which strategies perform well and which ones should be changed.
Thus, as it was clear from the article, creating a Google Das campaign isn’t difficult. It plays a crucial role in your online store performance, since provides website traffic, boosts sales and leads taking your store to another level on e-commerce.
With setting up your campaign with relevant budget and bid, specifying your campaign ad groups with related keywords you will drastically change the conversion and traffic landscape of your online store. Only in this way, you will be able to increase the reach of the target audience and generate leads and sales correspondingly.