What are some creative ways to use search advertising in E-Commerce?

1 Use long-tail keywords

Long-tail keywords are more specific and less popular than short-tail keywords, which means they have lower competition and lower cost-per-click. They also indicate a higher intent and a closer match to what your customers are searching for, which can improve your click-through rate and conversion rate. To find long-tail keywords for your E-Commerce business, you can use tools like Google Keyword Planner, Ubersuggest, or AnswerThePublic, or analyze your own search data and customer feedback. For example, instead of bidding on "shoes", you can target "black leather boots for women" or "best running shoes for flat feet".

2 Use dynamic search ads

Dynamic search ads are a type of search advertising that automatically generate headlines and landing pages based on your website content and the user's query. This way, you can save time and resources on creating and managing multiple ads for different keywords and products, and ensure that your ads are relevant and up-to-date. Dynamic search ads can also help you capture new opportunities and fill in the gaps in your keyword coverage, as they can show up for queries that you might not have thought of or bid on. To use dynamic search ads, you need to set up a campaign in Google Ads, choose the target pages or categories of your website, and write a generic description for your ads.

3 Use remarketing lists for search ads

Remarketing lists for search ads (RLSA) are a feature that allows you to customize your search advertising based on the previous behavior of your website visitors. For example, you can bid higher, show different ads, or use different keywords for users who have already visited your website, added items to their cart, or made a purchase. This way, you can increase your chances of re-engaging them and turning them into loyal customers. To use RLSA, you need to create remarketing lists in Google Ads or Google Analytics, and then apply them to your search campaigns or ad groups.

5 Use smart bidding

Smart bidding is a feature that uses machine learning to automatically optimize your bids for your search advertising goals, such as conversions, revenue, or return on ad spend. Smart bidding can help you save time and money, as it can adjust your bids in real time based on various signals, such as device, location, time, audience, and more. Smart bidding can also help you improve your performance, as it can learn from your historical data and predict the best bid for each auction. To use smart bidding, you need to choose a bidding strategy that suits your E-Commerce objectives, such as target CPA, target ROAS, or maximize conversions, and set up conversion tracking in Google Ads.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?