Are you advertising your eCommerce store on Google Ads? If you’re not yet, but you are thinking of it, then you could be unleashing a potentially very powerful tool for your business if you harness its benefits in the correct way.
There is a host of ways to be most effective, depending on your business and the way you want to operate. There are also a number of best practices for the tools and features that you can utilise in order to interest and appeal to customers who may want to visit your website… which will hopefully generate sales!
So let’s get to it! Here are our 5 indispensable tips for eCommerce Ads success:
We’re discussing conversion tracking first off because this is the most important point of all five that we’re touching on. Quite simply, this should be a no-brainer for any business using a Google Ads campaign, and that’s pure because it’s tough to judge the degree of return you are getting from your campaigns without it. Further to this, you should set up eCommerce tracking for your online store.
The combination of the two will give you the ability to keep an eye on exactly how much revenue your campaigns are bringing in, which means you then have the ability to calculate whether your campaigns are making you a profit or not- who wants to be paying £50 for a sale when the product only costs £25? That’s just silly… and running at a loss! The data feedback gives you the opportunity to further optimise campaigns, allowing you to hone in on the elements that will increase your overall return.
It’s oh so simple to chuck cash down the proverbial drain when it comes to spending on Google Ads, mostly through poor keyword choice and or keyword match choice, and then there’s the lack of negative keywords too.
By selecting the negative keywords, you are giving yourself an avenue to cut out wasted spend and increase overall return on investment (ROI), and it’s a top tip that we’d advise you observe. So if any of your campaigns are missing them, or you’re just starting out and you hadn’t thought about them, start adding them in. Negative keywords give you the option to lay down definitive search queries that you want your business to show for. Just to give you an idea of how this works, if you are a business that only offers new products, you can add to the negative keyword ‘used’. This will allow you to confirm that your ads will never come up in searches with that particular word/products in.
As soon as you have entered the main, generic negative keywords, your next move should be to start considering adding in more keywords that are focused around being more product specific. For example, think about the shapes, colours, and sizes that you have in stock. This is only going to put you in good stead when it comes to increasing the overall relevance of the traffic going to the site, again, with a view to obtain a higher conversion rate.
There is a large focus for many businesses when it comes to impression share, and that is because it’s rather essential for Google Ads, particularly for any eCommerce stores who will have users browsing a lot between yours and competitor’s websites. For those who are unfamiliar, impression share is the metric that Google Ads uses to highlight the proportion of impressions that you have received in the comparison to the total number that you could have received.
If, when you’re using Google Ads you find that your impression share is low, you should take note that you’re most certainly missing out on impressions, prospective clicks and conversions too. We’d advise that your target figure is the closest to 100% that you can get it, and that’s due to the fact that users are browsing between multiple sites. If your ad isn’t in the search results on the 2nd-5th search then you’re almost definitely missing out on those sales.
Landing Page Optimisation
Having previously touched on this in our blog, you should ensure that your landing pages are optimised, because if they are not then you can be sure that someone whose landing pages are will be turning those clicks into sales! This is a vital element for any business website which can all too often be overlooked. After all, why would you want to have a greatly-optimised campaign which then sends your traffic to substandard landing pages? It’s madness! Bear in mind that conversion rate optimisation could be the difference between positive and negative ROI.
Additionally, your landing pages affect the keyword’s quality score, therefore it’ll not only help to convert more users, but it also has the potential to help you show ads higher up in the search results whilst paying less money for each click.
There are a plethora of ad extensions out there for you to use in conjunction with your campaign. And there’s also Ad Groups that are there to help improve the general performance and appeal for prospective customers coming to your website.
Loading yourself up with relevant ad extensions means you can be sure in the knowledge that your ads are the ones that stand out from the crowd, which, as a consequence means you receive a much better click-through rate.
If you have ads with an increased number of extensions enabled, it opens you up to a much higher chance of receiving that click from the user, as opposed to an ad that doesn’t.
Furthermore, another great motive for having ad extensions is that you can highlight more precise information in your ads that might not have been able to fit into your text ads initially. An example of this could be ‘Free Returns’ or ‘Free Delivery’.