Google AdWords for eCommerce firms
Google AdWords is a platform by Google for advertisers to run their promotional ads in different formats like search, video, smart and shopping campaigns. By using different aspects like keywords, images, text, and videos, ads can be created to gain the attention of the audience towards the brands.?
Every second, billions of searches are done on Google, and Google Ads are displayed on most of them. Did you know that 39% of eCommerce traffic is generated from search engines? The most common type of Google ads is search ads. Advertisers can sculpt their search ads with keywords, text, images and demographics.?
ROI on Google Ads
The ROI that Google Ads provides is incredible. A recent study has found that the average ROI is 800%. This means that for every Rs 1 spent, Rs 8 is gained. Tracking the ROI for Google Ads is very crucial as it helps in measuring the real impact the ads have on the business and also helps calculate the profits that the company has gained from online portals.?
The ROI is also a great measure to check which of the ads are performing well in the market. If any particular advertisement is doing well in the market, the company can invest in the particular ad on a priority basis.?
There are two main mediums through which the ads can be marketed on the platform. The two are Google Search and Google Shopping.
Google Search ads are one of the most popular mediums through which vendors can reach a large audience in the market. If the right keywords are implemented the chances of ranking higher on a search increase.?
There is a very basic difference between search ads and shopping ads. Search ads give more freedom to the advertisers to select the keywords and how they want their products to be viewed. For example, it allows the brands to include descriptions about the product online. But the only restriction is they allow text ads only.?
2. Google Shopping
For a B2C brand, It is one of the best ways to reach a larger set of audience. However, to have the same, a brand would require to have a Google Merchant Center account and an eCommerce website. A Google Merchant Center account helps in adding product listings to Google shopping searches. These listings then appear when people search for similar products on Google Maps, Search, YouTube and more. The advantage of these ads is that they appear at the top of search results.
The various aspects of the product like the colour, size, quantity and price the products are displayed. Audience reviews of the product can also be made available for the product, which can help the audience to select the best products online.?
Must know Google Ads terms
With the various dashboards on the Google Ads platform, the following are the must-know terms:
A campaign is a bunch of ad groups that have a similar campaign type and budget. After creating the account, an advertiser can select the type of campaign that they require.? They can select from different types of campaigns like search, display, shopping, video and app campaigns.?
2. Display network
Google Display Network is a group of websites that gives Google permission to run ads on their websites. This is an optional feature set by Google and the advertiser can opt out of the same if required.?
3. Ad extensions
Google Ad extensions enable the ads to provide more information to the audience to make them more impactful.? There are various types of extensions like Sitelink, callout, location and others.?
4. Keywords
Keywords are an extremely important part of the creation of the ad process. They are words that a brand can select to appear in the ads. One should be able to put themselves in the shoes of the customer to know what type of words they might search for. Negative keywords can be included so that the audience does not find the ad for irrelevant keywords.?
5. Quality Score
A quality score is an assessment done by Google to determine whether the ad is relevant in the huge online market. Various factors like ad headline, description, keywords and the destination URL determines the quality score of the ad. A better score helps in ranking higher on the search result.
6. Bid Strategy
The bid strategy sets the bids for the ads according to the goal of the campaign. There are 2 types of bidding strategies. One is manual bidding and the other is smart bidding. An example of manual bidding is Cost per click and smart bidding, is Maximize clicks.?
Which Google Ads would help the vendors receive more traction??
Before the company starts spending on the ads, an ample amount has to be set for both Google Search and Google Shopping. The vendors would have to consider their target audience and allocate the funds accordingly. Using the following methods, vendors can get a better reach for their ads:
Keywords are words or phrases describing the product that the brand sells online. These are words from which the products would appear on the platform when searched by a wide audience. There are three types of keywords: broad match, phrase match and exact match.?
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Broad matching is comprehensive matching and the ads appear when users search for products related to the keywords. Phrase match is moderate matching and ads appear when users’ search includes the meaning of the keyword.? Whereas the exact match is tight matching where the ad appears whenever users search the same meaning of the keyword.
Keyword targeting on Google Ads runs differently for search and display campaigns. For the display campaigns, terms can be entered that describe the brand, products, and services, so that Google Ads can find the relevant sites to place the ads. Using the Google keyword planner helps a lot in these situations. While using keywords in the display campaigns is not very important, it is very crucial for the search campaigns. Once the search terms are put in, Google Ads can select which are the keywords that it should generate for a particular ad.?
2. Product Listing Ads
PLA ads also known as Google shopping ads usually show up with a row of products on top of the search results. These are ads that display the price, website and other details about the product. The link to the product would lead to the website from where the audience can buy the product. Smart bidding strategies best suit Google Shopping ads. Smart bidding would help as Google can provide the location and the device of the user. This helps as ads are displayed to very specific people and not outside the targeted locations. The users will have easy access to the ad performance to decide on improvisation for better ROI.? The only hindrance for the advertiser is keywords cannot be used for these types of ads.
3. Remarketing
Remarketing is when the users are targeted again when they visit the website once. It reaches out to past customers intending to convert them into customers. The remarketing tag will have to be placed on the website. Once done, Google would then start collecting data about the visitors to the website. A list of advertisers who have visited the website can be retargeted once the brand has the list of users. The following are some of the advantages of remarketing:?
4. Ad performance can be tracked and customized?
By making a Google Analytics account, the remarketing results can be tracked. Analytics can also enable the demographics and interests of the audience, thus further customizing the users. Data like how much time a user spends on the website can also be found. Based on this data on who spends more time on the website, remarketing can be done accordingly.?
5. Would bring a broader reach
Research has found that the Google Display network has more than 2 Million websites under it. Thus it ends up reaching 90% of internet users. With a wider audience base, the ads can create a good impact.?
How to optimize the Google Ads for eCommerce
By checking the keywords planner, the words that are performing well can be allocated a higher budget. The words that are being searched more can be set for a higher bid increasing the traction of the ads. Words that are not spending well can be bid for a lesser amount as compared to higher-spending words. Certain keywords which are not getting any traction can be removed and new ones can be added to the list for better optimization.
2. Identify the best products of the organization
Bidding higher on the bestseller is the right approach for the ads. Google Analytics can be used to check for the best-selling products online.
3. Make a separate strategy for mobile ads
With a majority of the audience using mobile phones to do shopping, making a separate strategy for mobiles is extremely crucial. Eventually, the products have to be viewed on the mobile phone efficiently. A mobile-only design will help the advertisers to check for the products efficiently.?
4. Manual bidding strategies before the smart campaigns
Using the smart bidding strategy from the start is not a good option for advertisers. Using this bidding is not recommended from the start as the Google Ads portal will require some time for the ads to learn from the content provided. Once the system gains a thorough knowledge about the ads, the bidding can be changed to a smart bidding strategy like Maximize clicks or Maximize conversions. This entirely depends on the aim of the advertisers whether they want more clicks or more conversions for the ads.?
5. Choose the right demographics
Google Ads gives a wide variety of options to advertisers in terms of advertisers. They can choose from a wide range like the location to be included and excluded, the age group of the audience, income of the family, gender and parental status.?
6. Find out the right season for the products
If the business is a seasonal industry, each product should be advertised accordingly. For example, if the brand is making cosmetics, winter creams would have to be harnessed through ads in the winter and sunscreens can be advertised during summer.?
7. Run performance max campaigns
Performance max campaigns are the ones that run the entire range of campaigns for the brand. It takes a mix of the creative assets, provided text and the feed which goes through machine learning. These would be run on the various Google platforms like YouTube, Gmail, Google Maps and search display. However, as it is a performance max campaign, machine learning takes some time for the ads to start serving and functioning based on the material that is provided.?
8. Creating good responsive display ads
Responsive display ads play a very important role in conversions. This requires various assets like headlines, logos, and descriptions to videos to display the ads efficiently.?
Google Ads can play a very significant role in the overall reach of the organization. With the different types of Google Ads, it is imperative that each brand has to find a campaign that is relevant to their ad. In this world where there are so many clicks happening per second, Google ads would play an extremely prominent role in reaching the right audience at the right time.