A Guide To Using Google Ads For Ecommerce
A Guide To Using Google Ads For Ecommerce
If your business conducts any of its sales online, then Google Ads is a must-have. In some studies, Google Ads accounts for almost a fifth of total online sales. It is an extremely useful and powerful platform that can directly increase your revenue and provide your business with new customers.
This discussion will look at how a business can use Google Ads for e-commerce. Specifically, how to get started boosting your revenue with paid Internet ads!
What Is Google Ads?
In 2000, Google created AdWords. This prehistoric Internet advertising service had just 350 users and created only simple text-based ads. Today, AdWords has grown into Google Ads —a rich advertising platform with millions of users that supports all types of ad messages and marketing goals.
It’s impossible to spend time browsing the Internet without coming across a message created through Google Ads. They are everywhere! It’s not just ads on search results pages, but also on key websites, during YouTube videos, in Gmail users’ inboxes and many more places.
Essentially, Google Ads is the premier online advertising service for businesses that want to promote their website and get the word out across the Internet.
Types Of Google Ads
Google Ads is a very adaptable service that utilizes a number of different formats, options and types of ads.
Google Ads built its platform around the success of search ads. These are the most popular and, arguably, the most effective ad messages that the platform has to offer. They appear alongside organic results for searches performed on Google.
Here’s an example for an ad that displayed after a Google search for “ski vacation package.”
When you target searches related to your products with these ad messages, the results can be outstanding.
Search Ads are Google’s bread and butter, but they have limited in one key way: visuals. Twenty years later, search ads are still only text-based. The Google Display Network is designed to give advertisers the opportunity to incorporate images, videos, and animations into their ads.
Display Ads can appear on millions of different websites across the Internet. The sites partner with Google through the AdSense program. They receive a small payment each time an ad appears on their page.
These visual ad messages are superior to search ads when it comes to building awareness for a new brand or product.
When it comes to building eCommerce sales, Shopping Ads are the answer. These messages appear in product-related searches and can quickly connect search users with relevant brands. Due to the high-intent of shopping-related searches, these ads are excellent at encouraging fast conversions and immediate sales.
Shopping ads are also notable because, like Display Ads, they include visuals. Since they appear on the search results pages, it’s a way of merging the visual styles of Display Ads with the convertibility of Search Ads.
Google bought YouTube in late 2006. It wasn’t long after that they allowed advertisers to publish video ad messages that appear before, during, and/or after YouTube content. Video ads are the most engaging type and some formats can’t be skipped, which means viewers have to absorb at least some part of your ad message.
It’s important to realize that YouTube is the second most popular website on the Internet and sees billions of active users every month. Video ads are not only incredibly engaging, but they also have a very sizable audience.
Most teams are well-versed in the world of email marketing because it is an incredibly effective strategy. Open rates for emails are very high, especially when those messages include special offers or messages. Gmail Ads aims to capture the potency of email marketing in an ad format.
These are messages that appear in the Promotions and Social inboxes of Gmail users. They appear like a normal email message (aside from an “ad” logo) and can be expanded to reveal more content.
How To Create A Google Ads Campaign For Ecommerce
In this section, you’ll learn the steps you need to take to set up a ppc campaign and begin creating ad messages that help your eCommerce business.
Step 1: Account Creation
Before you can begin creating your campaign, you need to sign up for a Google Ads account. You’ll be asked some basic information about your company. This is an entirely free process until you’re ready to publish your first ad. Then, you will need to add billing information to your account.
Once your account is created, you will automatically be prompted to start setting up your first campaign.
Step 2: Campaign Setup
Google has designed the campaign creation process to be as frictionless as possible. You shouldn’t run into many roadblocks. If you do, you can also change information later or skip certain selections for now.
Some of the things you’ll be asked during the campaign setup process are:
- Your locations, or where you want your ads to appear
- What networks you want to use (Google Search Network, Google Display Network, etc.)
- Your marketing goal for the campaign
Step 3: Audience Targeting
With the initial details of your campaign filled in, you next need to consider your audience. How you target the right individuals will be based on your advertising network. For Search Campaigns, for example, you’ll be asked to supply keywords that relate to your business. Alternatively, A Display Campaign may ask for audience interests, demographics, and other information.
You can always adjust your audience targeting at any time.
Step 4: Budget And Bidding
Eventually, you need to consider your Google Ads costs. How much are you willing to spend to drive e-commerce traffic? You’ll need to set a monthly budget, which Google will try and stretch evenly across each day. In the beginning, it’s okay to set a modest budget. When you better understand the platform, you can increase your budget. It’s worth noting that you can change your budget whenever you want.
A bidding strategy tells Google what your goal or focus is. Then, Google will use this insight to better optimize your budget spending. Your bidding strategy may be to maximize clicks, increase conversion value, or generate ad impressions, just to name a few.
Step 5: Creating Ad Message
What your final ad message looks like will depend on the network that you’ve chosen. A search ad, for example, can look worlds different from a banner display ad. That said, there are some components that are fairly universal with ad messages, such as headlines, descriptions and call to action.
Make sure you have these materials ready to upload! Similar to your budget and audience targeting, you can also change your ad copy and materials at any time.
Once you’ve uploaded or entered the individual components of your ad message and you’ve submitted your billing information, Google Ads will begin publishing your paid content across the relevant channels! Congratulations on successfully using Google Ads to boost traffic to your e-commerce pages!
Now, it is up to you to study your Google Ads data and find ways to improve your ad messages to capture even more revenue.
© 2020 Frank