Beginners guide to Google Ads for eCommerce
In order to do eCommerce effectively, branding is key! It is crucial to get ahead of the game and position yourself as a brand, as effectively as possible. This does not just include the way you do it, but the absolute best possible time. This positioning, when done effectively, is what will gain you - and your brand, the best possible search engine results and help your rank as high as possible.
SEO, particularly strong SEO, is a crucial part of the branding and can help separate your brand from the thousands of others listed among the many websites available on the internet, and the many that pop up in Google search results.
And that’s why you need Google Ads for eCommerce. A great way to drive traffic to your site, Google Ads helps you stand out among the huge selection of websites available to the average internet user.
What is Google Ads?
Google Ads is the search giant’s online advertising platform, on which content providers, advertisers, websites and brands can, for a fee, see services, listings for local businesses and content across formats given priority in terms of Google Search results.
Google Ads are panels you are likely to have seen while browsing the internet, above your search results or search terms. When you search for a particular phrase: for example, in this case, perhaps “how to use Google Ads”, you will see your relevant search results, but above the regular listings, you will also see listings marked with the tag “Sponsored results”. As the name might suggest, these are the results that have been paid for on Google Ads, and they are prioritized and placed above regular search results on SEO ranking.
On Google Ads, digital advertisers pay for keywords for which they want to rank on Google. If a user clicks on that particular ad, it is only then that the advertiser pays, since their bids are based on clicks, rather than outright payment
Why do you need Google Ads?
Simply put, you need Google Ads to be seen. Online marketing is where it’s at right now, and missing out on the online marketing train would mean missing out on a majority of your revenue in the eCommerce market of 2019.
Need #1: Visibility
Google Ads ensures that your eCommerce business receives immediate, significant viewership on search engine results. Regular SEO can be a tricky beast to master, and even the most expertly curated SEO might still not make the top results or even the first page on Google search. Ads ensure that your eCommerce business is the first thing a potential user sees when they are browsing a particular keyword or set of keywords, also making sure you do not get buried in the quagmire of products available, and businesses advertising online.
Need #2: Targeting
Targeting is crucial as a business, as you want to ensure that your content and ads are reaching their relevant viewership and audience. Mass targeting, or not targeting at all, means that your content reaches a larger audience, but one that may not necessarily be relevant to your product. That means it is less likely your page views or clicks will convert to sales, essentially wasting your expense.
Google Ads ensures that your ads are effectively targeted, whether geographically or otherwise, and reaching the best possible audience: whether that is in terms of location, it means your ads reaching the audience they are meant to, maximizing your income.
Need #3: Feedback
Google Ads is an incredibly useful tool in terms of understanding how to structure, build, restructure and adapt your online marketing strategy. It can help you redesign your advertising strategy, how you approach it, budgets and more from start to finish.
Google Ads reports to you on the performance of specific keywords, how they are doing online in terms of success, and how many users are clicking through to your ads. That means you can regroup and strategize as a brand and a company, and see closely exactly what is working for you in terms of strategy, and what isn’t.
With Ads, you can clearly see the success and failure of your Ads, your click-through rate and more, giving you a honed, refined strategy with an increased probability of effective results.
Need #4: Restructuring your budget
With honing your keywords comes restructuring your budget. Assuming you spend X amount of money on Ads, no specific keywords, you might find that it is not as effective as you had anticipated; on the contrary, you may find that Ads has been even more successful than you anticipated.
How do you create an ad in Google Ads?
Method #1: The default step by step way
The first step is always the most obvious.
To begin with, as a business owner, brand manager or marketing manager, create an account with Google Ads.
Once that is done, either open an existing campaign or start a new one.
In the ‘Path’ area, enter your destination URL, headline text, product description, and other text.
Use the automatically generated ‘Ad Preview’ tab to see how your ad will look on mobile and desktop.
Click ‘Save’ once you’re satisfied with the results.
To create an ideal ad, you first need to know exactly what your ad is going to be for, and about. As an eCommerce business, you need to have completed comprehensive research on what your keywords are, and how they function, which will, in turn, help you decide on your Ads.
You also have to ensure all your relevant information – product data, for example, is part of your headline. Then, you need to ensure all of your information matches your data, your website, and connects back to your landing page. Interconnectivity is crucial, and even a small miss here will make you miss out on valuable ad revenue.
There is also a significant amount of very precise, very minute quality checking that goes into an effective ad campaign, and that goes down to the most minute level: including spaces, capitalization. The requirements for text in ads are very specific and very concise, and even the smallest error could seriously impact your Ad campaign. Keep in mind that Google Shopping Ads work differently- they’re image-based and don’t use as much text.
Finally, ensure your site is mobile friendly: Google’s SEO algorithms promote mobile-friendliness over all else; even if your content - and web page - are tailored optimally, a lack of mobile-friendliness will mean a trip down the rankings.
Method #2: The AdNabu way
Building an SEO friendly ad-campaign as an eCommerce business isn’t an easy task - there are a lot of hoops to jump through, and a lot of small details to pay attention to.
Or, you could just use AdNabu and let it do the work for you! Software tailored to make your Google Ads campaign as seamless as possible, AdNabu handles everything from start to finish, maximizing your Google Ads profit as much as possible!
As an eCommerce business, your first and biggest priority must be the day-to-day functioning of your business, leaving you little time to sort through the most minute logistics of effective advertising for each of your products. Keeping inventory and running advertisements is time-consuming, requires attention to detail, expertise, and bandwidth that you, as a business owner, may not necessarily have; and that is where AdNabu comes in!
AdNabu takes charge of handling advertising for each of the products in your inventory and will run consistent checks to look at which ones are performing most effectively, pinpointing each. This enables you to tailor your ads as closely as possible, getting you, like an eCommerce business, the biggest bang for your buck.
As previously mentioned, targeted advertising is crucial for any eCommerce business to survive, and at AdNabu, we handle all of that for you! AdNabu takes charge of your entire campaign, whether that is cataloging and advertising, or collecting and collating advertising data on your products. That data will help you hone your ad campaign, meaning that you get the most optimal results for the amount you have decided to spend on your advertising budget.
AdNabu is also not a one-time check: they continuously optimize your campaign, automatically adjusting keyword bids on Google Ads and helping you center on new opportunities and ways in which to hone, improve and expand your campaigns.
You have all of your advertising, your budgets managed effectively, without the need to spend your time and attention focused entirely on your Google Ads campaign!
What are some best practice pointers to adopt for Google Ads?
Considering you’ll be spending a significant amount of your budget on your marketing campaign, particularly on online ads, you want to do it in the best possible way to maximize your profits from that expenditure!
Best Practice #1: Choose the right keywords.
Make sure your keywords align with your business goals and your products and services. They should reflect user queries to their best but also must be individually held accountable for the particular business goal they contribute to, be it generating traffic, increasing your conversion rate or simply spreading the word through impressions.
Best Practice #2: Use negative keywords.
A negative keyword is one that you don’t want to match with. Setting these keywords while creating ads will help to streamline traffic and avoid clicks from users who aren’t going to convert into customers. The number of negative keywords doesn’t matter; as long as each keyword is impactful, a list of negative keywords could be crisp or exhaustive.
Best Practice #3: Write effective ad copy.
Make sure your description and title focus on user benefits to make them click on your ad. Ad copy needs to be creative but still, contain the right keywords which will drive your ad up the rankings. Include one clear call to action; avoid generic sentences which are a waste of ad space. That said, consider not including more than one call-to-action because this could demotivate any leads you were about to get.
Best Practice #4: Use ad extensions.
Implementing ad extensions means setting up your ads for future success. Ads with multiple extensions, like location, price, email or phone number, generally perform much better than those with a single extension. They’re useful, too, and help you get noticed by users, especially if you’re running a brick-and-mortar store as well.
Best Practice #5: Test your text.
If you set up a campaign draft in your Google Ads account, you can test the effectiveness of your ad- in particular, the description and headline. The simulated fluctuation in performance can help you hone ad text to make it more compelling, attractive and possible more SEO-friendly. If possible, focus your tests on high-performance campaigns or high-value campaigns.
Best Practice #6: Allow automated bid adjustments.
To drive profits and effectively segment ad spend, use an automated bidding strategy to free up your time focusing on adjusting bids and fuel long-term profits at the same time. This way you can come back regularly to analyze performance, measure results and adjust spending accordingly.
Best Practice #7: Use the Quality Score to guide adjustments.
This general diagnostic metric can be used to analyze specific keywords and ad quality and make changes to your keyword planner and strategy if required. Higher-quality ads are automatically given higher Ad Ranks, and each step up in ranking comes with a host of benefits including a higher click-through rate, lower CPC, eligibility for ad extensions and improved visibility.
Best Practice #8: Increase harmony with your product feed.
On Google Merchant Center, businesses can upload product data in required formats. Information from this can be used to dynamically generate ads when required, but in general, it needs to be congruent with the text ads you’re putting out. Google also penalizes ads that don’t fully correspond with the business product feed by not allowing them to show up in results.
Best Practice #9: Use ad groups to organize ads.
To club similar ads or ads of one product category, you can create ad groups. Regularly maintained ad groups can also be assigned Custom Labels; bids and adjustments can be made on the ad group level as well. This also helps to monitor ad spend and daily budget.
Best Practice #10: Optimize your landing page.
All efforts spent on optimizing ads will prove to be futile if your landing page isn’t in its best shape. This means that all images must be of high quality, web content must be accurate and readable, links must be live and working, load speeds should be lightning-fast and redirects kept to a minimum.
Things to look out for while creating Google Ads for your online store
Adhere to Google’s policies. Google has strict requirements for advertising on its search network. Broadly, these are divided into ‘Prohibited content’, ‘prohibited practices’, ‘restricted content’ and ‘editorial and technical’ requirements. Ensure that the ads you’re placing or products you’re advertising don’t flout any of these policies because it leads to ad disapproval and possible account suspension.
There are two main Google networks. Advertisers using Google Ads can choose to display their ads and target users across two main networks- Search ads Network and Display Network. Search network allows pay-per-click advertising and involves bidding on keywords. Display Network allows advertisers to publish a banner-style display ad across certain platforms in restricted countries. Both networks function differently, so ensure your ad is optimized for the right one.
Google Ads surfaced to the surprise and delight of advertisers and eCommerce stores looking to make waves in their respective industries. Despite having undergone several updates and tweaks, it remains the most powerful tool and influencer in online advertising today.