If you’ve got an eCommerce store, leads and sales are literally your business bread and butter. But with too many physical and digital stores in every niche and sector you can think of, attracting potential customers down the marketing funnel can be a challenge, and you’re not alone in the puddle.
Luckily, Google Ads is here to rescue your business. Google Ads are a powerful tool to help your business stand out from other competitive businesses and make your business grow.
With over 83% of the search engine market share and over 65% of people clicking on ads before making a purchase, Google is one of the perfect advertising platforms for your online business, especially your eCommerce business.
Regardless of whether you’re a small eCommerce store owner with no prior experience in advertising online or a big eCommerce giant that wants to leverage Google’s overarching sphere of dominance, today’s guide will help you successfully navigate and understand all aspects of running eCommerce campaigns with Google Ads Strategies and Google Ads Tips.
So, marketers of the digital world, latch on, cause we’re about to guide you through how Google Ads can help your eCommerce business reach the target audience and drive sales.
What are Google Ads and How Can They Help eCommerce Businesses Succeed?
What are Google Ads?
Google Ads is Google’s online advertising platform that allows individuals and businesses to create ads that can appear at the top of the search engine results pages (SERP) or on the side of the SERP.
Also, one can choose to show their ads on other websites and apps across the internet.
These ads are targeted based on the user’s previous surfing behavior and are designed to promote various products and services.
Google Ads works on a pay-per-click (PPC) model, which means that businesses only pay when someone clicks on their ads.
This makes advertising on Google a very cost-effective way to promote the business, help sell products or services, elevate the business’s brand awareness, and increase quality traffic to the website.
How Can Google Ads Help eCommerce Business Succeed?
Imagine if you’re selling “lemongrass scented candles” and your business doesn’t show up in results when someone searches for “lemongrass scented candle near me” or “scented candles store nearby,” you’re losing out on a huge chunk of potential customers turning up to your online store.
That’s where Google Ads for eCommerce stores come in handy. Google processes over 8.5 billion searches every day (for both organic and paid results), and the reach and potential it provides to a business across various channels is unparalleled.
Be it driving quality traffic to the website or amplifying sales, Google Ads for eCommerce business is a battle-proven Google Ads strategy for eStore of all sizes and sorts to target, attract, and convert high-intent customers.
Here are some of the benefits availed of by individuals and businesses when they apply Google Ads for eCommerce stores:
- Increase brand awareness
- Improve online visibility
- Highly qualified traffic to website/store
- Improved return on investment (ROI)
In addition to all these benefits mentioned, Google Ads offers analytics and tracking that allow you to track the performance of the advertising campaigns and make informed decisions.
So, regardless of whether you have short-term or long-term marketing objectives for your online store, Google Ads for eCommerce businesses should be a staple to your marketing efforts.
Also Read: How to Perform Competitive PPC Analysis
Types of Google Ads Strategies That Will Help Your eCommerce Business
1). Google Search Ads
Google Search Ads are a type of Google Ads for eCommerce stores that allows businesses to display their ads at the top of Google SERPs, just above the organic results. This is the most common type of ad, but the revenue it helps to generate is exceptional.
Google Search Ads put your brand front and center when users search for a keyword that you’re bidding on.
When someone sees your ad and clicks on it, you pay a fee. The fee is determined by the competitiveness of the keyword you’re bidding on and your Quality Score.
At times, Google Search Ads is interchangeably considered as Google Shopping Ads, but the key difference between these two is that Google Search Ads don’t display a product photo or price.
Instead, you’re targeting people who are looking for more specific keywords related to the products or services that your business offers.
Also, Google Search Ads gives you more control over who sees your ad and where. You can specify your ads based on your potential customer’s demography, and location, among other features, and on what devices your ad will appear, like desktop, tablet, or mobile.
2). Google Shopping Ads
Google Shopping Ads are a type of Google Ads strategies that allows you to showcase your vivid range of products and services on Google SERP. When someone makes a specific search on Google, your products or services appear at the top of SERP in the form of a shopping carousel.
Unlike Google Search Ads, Google Shopping Ads is a more visual form of advertisement. This image-based advertisement includes a product photo, product price, product reviews, brand, retailer’s name, and other details about the product.
Since this type of ad displays all the necessary information upfront, it helps an eCommerce business to showcase its products and services to a larger audience base.
This makes Google Shopping Ads a great way to attract, engage, and convert potential customers who are already interested in buying the products that you sell.
3). Google Remarketing Ads
Google Remarketing Ads, also called Google Retargeting Ads, is a clever Google Ads strategy designed to target potential customers who have already visited your eCommerce website and have shown interest in your product or service.
All visitors who visit a site would not make a purchase straight away. That’s why when someone visits the website, a small cookie is placed on their desktop/mobile.
This cookie allows Google to track the user’s browsing activity and show them ads while they surf the web, read news, or even watch videos on YouTube.
One can target their remarketing ads to specific audiences based on their interests, demographics, and even the pages they visited on the website.
Also, one can target people who have visited the website in the past 30 days, 60 days, or even 90 days.
This clever Google Ads strategy can keep your brand at the top of the minds of your potential customers, even after users leave your site. So, rekindle your potential customer’s interest, nudge window shoppers, and seal the deal with remarketing Google Ads for eCommerce store!
4). Google Performance Max
Google Performance Max campaign or PMax campaign is a form of goal-based Google Ads that’s designed for performance advertisers to show their ads on all Google Ads inventory from a single campaign to get the most out of their eCommerce budget.
With this type of Google Ads for eCommerce, you’ll pay a fixed price for each sale that’s generated through your ad.
In the PMax campaign, these ads are displayed on Google’s properties, including YouTube, Display Network, Search Results Pages, Shopping, Discover, Gmail, and Maps.
What makes PMax campaigns a go-to choice as Google Ads strategies is that they are automated. This campaign uses robust automation across various aspects of the campaign, including bidding, budget optimization, audiences, creatives, attribution, and more, to ensure the message reaches the right audience at the right moment.
You don’t have to spend time creating and managing individual ad campaigns for each channel.
To create a PMax campaign, you’ll need to provide Google with some information about your business, such as website URL, conversion goals, and budget. After that, Google will use this information to create and deliver ads that are most likely to help you achieve your goals.
Apart from all the benefits mentioned above, PMax Google Ads for eCommerce can help your eCommerce business with:
- Gain access to new audiences via Google’s channels and networks.
- Improve your performance in relation to your objectives.
- Get more transparent insights.
- Control automation with your campaign inputs.
- Optimize your advertisements and simplify campaign administration.
5). Google Display Ads
Google Display Ads are types of Google Ads strategies in the form of text, image, video, or rich media that are shown on the Google Display Network.
Google Display Network (GDN) consists of over two million websites and apps. So, displaying Google Ads for eCommerce businesses via Google Display Ads gives you direct access to reach more than 90% of internet users.
Google Display Ads are a great way to reach your target audience where they are. You can target your Google Ads for eCommerce stores by demographics, interests, and even where people have been online in the past.
However, it’s important to target your ads carefully so that you’re only showing them to people who are interested in what you have to offer.
So, if you’re an eCommerce business owner, Google Ads Tips is a great way to reach your target audience and achieve your business objective.
6). YouTube Ads for eCommerce
Did you know the second most popular search engine in the world is not Bing, but rather YouTube? As strange as it may sound, the answer is yes! YouTube has billions of daily active users (DAU), and the platform it provides individuals and businesses to market is unprecedented!
YouTube Ads are a powerful way to reach your target audience and promote your eCommerce business. With over 2 billion active users, YouTube is the second most popular website in the world. This means that there’s a huge audience of potential customers that you can reach with YouTube Ads.
There are a variety of different YouTube Ad formats that you can use, including TrueView ads, bumper ads, skippable in-stream ads, non-skippable in-stream ads, in-feed video ads, bumper ads, out-stream ads, masthead ads.
TrueView ads are the most popular type of YouTube Ad, and they allow viewers to skip your ad after 5 seconds. Bumper ads are shorter, non-skippable ads that are 6 seconds or less. In-stream ads are non-skippable ads that play before, during, or after a video.
Here are a few examples of how YouTube Ads can be used to help eCommerce businesses succeed:
- Increase brand awareness. YouTube Ads can help you increase brand awareness by showing your videos to a large audience of potential customers.
- Drive traffic to your website. YouTube Ads can help you drive traffic to your website by including a link to your website in your ad description.
- Generate leads and sales. YouTube Ads can help you generate leads and sales by including a call to action in your ad, such as “Sign up for our newsletter” or “Shop now.”
So, showcase your products, share your brand’s story, and connect with engaged viewers by displaying Google Ads for eCommerce business!
7). Dynamic Search Ads (DSAs)
Display Search Ads (DSA) campaigns are a type of Google Ads for eCommerce businesses that allow you to show your ads on websites across the internet based on the content of your website and the keywords that you target. This type of Google Ads strategies campaign doesn’t just get your brand noticed; it makes it memorable.
By undertaking a Display Search Ads (DSA) campaign, your eCommerce business can avail of benefits, including saving time on campaign administration, getting ads automatically edited and updated, and getting direct access to high-performing keywords that you may use in manual campaigns, among others.
So, if you’re looking for a way to take your advertising game to the next level, driving clicks, conversions, and reaching a large audience, and promoting your business, DSA campaigns can be a great option.
However, it’s important to use them carefully to avoid showing your ads on irrelevant websites.
What are the Best Strategies of Google Ads for eCommerce Business?
Choose the right campaign type and settings
Google Ads offers a variety of Google Ads strategies campaign types and settings, so it’s important to choose the ones that are right for your marketing objectives.
For example, if you’re looking to drive traffic to your website, you’ll want to choose a Search campaign. Similarly, if you have an eCommerce business, the most common campaign types are Shopping, Search, and Display campaigns.
If you’ve multiple products or services, we recommend creating separate campaigns for each one. Then, you can track the performance of each individual product and make changes as needed.
So, whether you’re aiming to increase brand awareness, drive traffic to your website, or generate leads and sales, there is the right type of Google Ads for eCommerce business that will suit your business goals.
Target the right keywords
Keywords are the foundation of any campaign of Google Ads for an eCommerce store. When people search for products or services like yours on search engines like Google, they’re using certain keywords.
By identifying the most relevant and high-traffic keywords, businesses can optimize their website and product pages to rank higher on SERPs, leading to increased traffic, visibility, and sales.
By incorporating these relevant keywords into your website or store’s content and meta tags, you can improve your search engine rankings and attract more organic traffic to your website or store.
Write effective ad copy
Whether you’re a small eCommerce business or a large enterprise, marketing and sales are crucial to the success of all businesses, and what could be better than impressing your potential customers with your first impression.
Your ad copy is the first thing that potential customers will see when your ads show up in Google search results, so it’s important to make a good impression. With effective ad copy, your eCommerce business can attract or retain valuable customers that help it grow and succeed in a competitive marketplace.
Also, your ad copy should include relevant keywords so that your ad shows up for the right audience.
Track your results and optimize your campaigns
eCommerce business relies solely on reaching and engaging with its target audience, so tracking the campaign performance and tweaking it as per the marketing objective and the nature of the business is essential.
Google Ads for eCommerce businesses provides detailed reporting on the results of your campaigns so you can see what is working and what is not. By monitoring and measuring these campaigns, you can gain valuable insights into how your potential customers are interacting with your brand.
This will help you optimize your campaign for better results over time.
In the fast-paced world of eCommerce, mastering Google Ads for eCommerce is the ultimate game-changer. With our comprehensive guide, you’re now equipped with the strategies and tips to propel your business to new heights.
By following the Google Ads tips and Google Ads strategies in this blog post, you can set yourself up for success with Google Ads for eCommerce store.
But remember, Google Ads is a learning platform, and it can be difficult to master on your own. That’s where IndyLogix Solutions, the leading Google AdWords Management Agency, comes in. We have a team of experienced Google AdWords Management Services specialists who can help you create and manage successful campaigns
So, if you’re serious about using Google Ads strategies to grow your eCommerce business, contact IndyLogix Solutions today. We’ll help you get started and show you the way to success.
Vaibhav Pandya is the Chief Operating Officer (COO) and Senior Contributing Editor at IndyLogix - Digital Marketing Agency, where he has spent 9+ years growing the organization and establishing it as a credible market leader. An operational executive by day and an avid writer by night, he loves to read, write, and speak about Digital Marketing, SEO, NFT, Blockchain, AI, Web 3.0, and more. Catch up with him at @pandyavaibh
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