Google Ads optimization for e-commerce is crucial if you have a brand or e-commerce business. With this type of business, it is important to be able to have as much Internet and social media presence as possible, as it will allow you to reach many more people effectively, increase coverage and web traffic.
Google Ads optimization for ecommerce is one of the goals of all marketing teams of companies that want to increase sales. Achieving optimization will make the task of gaining greater visibility within the digital space more economical. E-commerce companies have a lot of competition today and, therefore, it is essential to stand out.
Google Ads optimization for e-commerce is one of the most important activities that will enable you to convert brand and e-commerce customers into loyal consumers. It is difficult to find digital marketers who have not worked with Google Ads at some point, since it is a basic tool.
Despite popular belief, not all Google Ads strategies applied work properly. The reason is that many continue to make basic mistakes and do not plan enough for their campaigns. Here you will find 7 essential tips for the success of your marketing efforts.
The power of Google Ads for e-commerce
To understand how Google Ads can help an e-commerce business, it is necessary to know exactly what this tool is all about. Google Ads is the largest ad network in the world and the one that collects the largest number of advertisers on its platform.
Likewise, in terms of investments made, it is the number one in the world, so optimizing Google Ads for e-commerce is crucial. Any business that wants to stand out from the competition can advertise on the Internet and social media.
It is divided into multiple networks that are used to place ads according to the desired goals and configuration. Ways to place ads in Google Ads include:
A.- Search network
These are the ads that appear on Google’s search network under the word “ad.” It has a great advantage over other advertisers and appears when you search for a product or service.
This is why the results obtained are so important for businesses because of the likelihood of reaching people at the right time.
B.- Display Network
These are ads that will appear on portals associated with Google or on the same brand platforms such as YouTube or Gmail. They are a very effective way to advertise and expand the reach of ads to generate Branding in brands.
How Google Ads works
Google Ads optimization for e-commerce depends on a few factors, such as geographic location, visibility, budget, type of bid, e.g. pay per click, schedule, age and gender of the target audience, etc.
1.- According to geographic location
At this point it is a matter of deciding where the corresponding ads will be displayed. This is used to optimize Google Ads for ecommerce by targeting people who are near a certain geographic location.
For example, if you are a deli business, ads will be displayed in a range where delivery or takeout can work. It also allows you to segment users based on their interests.
2.- Based on keywords
It is not useful to show only to all users within a specific area. To achieve good visibility, it is necessary to focus all resources on people who are really interested in the products or services.
The main formula is the use of keywords that are entered into different search engines and bring interested parties to the products and services they are looking for.
3.- Budget
Google Ads optimization for e-commerce also has to do with your budget. It used to be that only large companies could afford to pay to be promoted, but with Google Ads this is not the case.
Now you can access Google Ads with any kind of budget. This has allowed some brands with limited revenue to have some degree of visibility.
4.- Type of bid: pay per click.
Search campaigns focus only when a user performs an action on a particular ad. In this case you pay only for each user who clicks on the company’s ad and visits a web page.
This guarantees a certain type of performance within the platform. Therefore, if the page is interesting to users, the chances of them making clicks are higher.
5.- Age, gender or household income
Google Ads optimization can also be achieved by segmenting the audience by age, gender or economic level. In this way, people closest to the intended target are selected, as well as young people for sports products and video games.
Tips for optimizing Google Ads campaigns for your e-commerce
The following are some tips for optimizing Google Ads for e-commerce:
1.- Focus your goals
The first step is to have a goal to achieve with a Google ad campaign. At this point, you need to determine the right type of ad, your target audience and whether or not to use conversion rate as a key indicator. Google Ads allows the creation of campaigns through goals.
Goals can include getting more sales, achieving more coverage, engagement, getting more leads, increasing web traffic or simply increasing awareness of a particular brand. At this point, conversion rate is a good indicator of KPI performance metrics.
2.- Optimize keywords
Being able to optimize Google Ads for e-commerce has to do with planning another aspect: keywords. They are essential for improving the visibility and reach of your ads and web pages. Therefore, it is important to constantly monitor how your Keywords are performing.
Improving and positioning your keywords will greatly improve your click-through rate depending on the number of times an ad is shown. This also has a positive effect on your conversion rate.
By better and more accurately defining searches to display ads, users are more likely to purchase a particular product or service.
Among the most important keyword actions are:
- Analyze performance reports to detect new keywords.
- Include reverse match keywords.
- Implement brand keywords.
- Use short or short-tailed keywords.
3.- Target segmentation.
For Google Ads campaigns, one may think that the greater the coverage, the better the results will be but this is not always the case. Even if a large number of people are reached, this does not guarantee success. Therefore, specific audiences must be reached to increase the chances of having an increase in leads, visits, traffic, etc.
The ability to segment is critical for any online advertising. An important fact is that if strategic factors are used to determine and segment the audience, the results will be infinitely better.
Another important point has to do with the type of devices the target audience uses to view different advertisements. If, for example, it is found that there are more clicks on ads on cell phones, then all resources should be directed to cell phones to effectively improve this statistic.
4.- Impression or click-through rate
You should always keep in mind that Google Ads optimization for ecommerce has to do with increasing brand awareness or increasing visits to an ecommerce. Impressions are the number one indicator to pay attention to. So click-through rate is the second indicator to consider.
5.- Automatic bids from Google Ads
Selecting the bid type correctly is another way to optimize Google Ads for ecommerce, as they are of great help for campaign performance. You can take advantage of the full potential of Google’s algorithm. Automatic bids will focus on achieving several goals:
- Increase visibility.
- Increase web traffic.
- Get more conversions.
- Get a higher ROI.
- Have more value in conversion than budget spent.
Personalize messages in Google Ads.
Another way to optimize Google Ads for e-commerce is to customize the messages for different customers. This can be done even if a campaign is directed to a different country or region. One example is the migrant community, which has great power in many parts of the world.
Many, despite being mostly bilingual, use their browsers in their native language. If you can’t customize them and make them friendly, you can miss many sales opportunities.
7.- Use remarketing listings for Google Ads searches.
Remarketing will allow you to reach users who have already visited a website with personalized messages. Most Internet ads can have a second life with remarketing, and the fact that users already know a brand will make them react differently.
You can activate different strategies such as the following:
- Personalize the message to reach users who have already seen a product. The personalized ad will highlight the benefits it offers and remove some barriers to purchase.
- Retrieving shopping carts is another way to get good results and optimize Google Ads for e-commerce. Remarketing campaigns on search can be a huge sales boost.
- Remarketing and matching can go hand in hand and provide good results. It is well known that generic matching costs much more, but combined with remarketing it can increase profitability.
