Google Ads is a crowd favorite among marketers, and it’s not just all hype. Google Ads produce results, an integral part of advertising and eCommerce. Whether you’re new to eCommerce or a long-time player, knowing the real use of and benefits of Google Ads is a must-have tool for boosting your ecommerce sales.

Importance of Google Ads for eCommerce

Increases visibility and brand recognition

Many people prefer to buy products that are popular and trusted by many. With the help of Google Ads, you can position your website among these by improving both its visibility and search engine rankings.

This would draw a lot of users who are likely to act on the call to action without hesitation, raising both your click and conversion rates. Besides leveling the playing field between you and your competitors, Google Ads also raises the brand value of your website.

High return on investment

Every day, businesses spend hundreds, even thousands, of dollars each day to encourage customers to buy more. This is more challenging when a lot of people visit your site, but leave without purchasing anything.

When using the search network, Google Ads may give you customers who are further down the sales pipeline who are ready to buy. Given the enormous quantity of user data that Google gathers, it is safe to assume that the ads will always be highly relevant to the user’s interests.

Be in charge of your budget

Your investment on advertising is one of, if not the greatest, overhead costs you’ll incur. Therefore, it is crucial to take action quickly to control this.

With Google Ads, you have complete control over your spending as you can establish a monthly budget, and your maximum Cost Per Click (CPC).

Provides valuable insights and data for future marketing strategies.

Using Google Ads, you can access a lot of information on your top-performing markets.

You will quickly be able to identify who your best audiences are by looking at the data Google provides you once you have generated a few sales on your ecommerce site. You’ll know the peaks and plunges of your campaigns, and exactly what resonates with your audience based on their engagement and/or actual purchase.

How Google Ads Drives Sales to Your Online Store

Targets the right audience at the right time

With the use of targeting, you may display ads to people who have particular interests, i.e., those who are drawn to your goods and services, and show them ads that are relevant to their needs.

With Google Ads, you have a wide array of elements to use in advertising:

• Keywords – Keywords are words or phrases relevant to your business and products. They are used to show your ads when customers search for those terms or visit relevant websites.
• Ad location – Display ads on websites that are a part of the Google Search and Display Networks and on Google search results pages.
• Demographics – Select the demographics, location, and language of your target market.
• Days, time, and frequency – Establish the hours and days of the week your ads should run, and how often.
• Devices used – You have the option to fine-tune which devices your ad will appear, and when the ads will show on each type of device.

Encourages click-throughs and conversions

Google Ads direct interested customers to your product page.

Customers will already be in the second stage of the purchase funnel if they are actively looking for your products, which increases the possibility that they will make a purchase on their first visit to your e-commerce site.

While they’re still making up their mind and searching for important information before purchasing a product, Google Ads already collect this information, which is significantly useful in encouraging them to purchase your product when they’re ready to buy.

Retains customers through retargeting and follow-up ads

Retargeting is an important component of the best Google Shopping advertisements strategy for eCommerce.

Retargeting ads convert incredibly well, despite the fact that some consumers may find them unpleasant. They are an excellent addition to your search marketing plan as they offer an outstanding ROI over time.

You can use Google Shopping’s dynamic retargeting feature to automatically display responsive advertisements to visitors who came to your website but left without making a purchase. Your product feed is used to choose which products to display, and it can group these products together smartly depending on what’s most likely to convert.

Dynamic remarketing advertisements are a relatively easy way to boost eCommerce performance, and any online seller should leverage them.

Google Ads Best Practices for eCommerce

Use dynamic search ads

Once you activate Dynamic Search Ads, Google’s ad crawler will analyze your entire website and it will begin creating ads based on what it finds. This is Google’s offering if you have a big product inventory to market but lack the time to post separate advertising for each product.

For some people, that could be a little bit too much control given to Google, but for others, it can be a huge time saver.

Additionally, you can use Dynamic Search Ads as a keyword research tool and let Google find any search terms you might have overlooked or not considered important when putting up your campaign.

Although this is becoming more difficult as Google keeps reducing the availability of search phrases, it can still be a useful tool.

Automate budgeting and bidding

You can create automatic rules for your account, groups, and campaigns using the tools in the Google Ads dashboard for rule generation. You may establish automation for your ad groups, allowing you to continually adjust bids or pause campaigns when they hit a preset level.

This helps you manage concerns with overspending and underspending. Automating changes in campaign spending and setting up a budget bid strategy helps in maximizing your budget.

Use Facebook ads to boost Google Ad campaign results

While Google ads are vital for your eCommerce strategy per se, they should also be integrated smoothly into your overall marketing strategy.

You need to consider cross-channel digital marketing tactics and optimization, making Facebook the ideal PPC partner for your Google Ads. Creating a Facebook ad campaign that will improve Adword results, or vice versa, is the goal.

Run Split Testing

Most marketers test their Google Ad campaign’s performance through A/B testing, while optimization experts use split testing. While A/B testing lets you compare similar variations, split testing compares two completely different versions of the same thing.

Making two campaigns with two different videos and testing them against one another is split testing. To test two different promotional landing pages, you may also generate ads with two separate URLs as the destination.

Afterwards, you can A/B test elements like headlines and CTAs to ensure that it’s a winning campaign.

Optimize mobile strategy

According to Merchant Savvy’s most recent statistics on mobile versus desktop usage, 58% of all multi-device purchases are made on mobile devices.

60.66% of traffic is mobile, compared to 37.08% on desktop.

Mobile shoppers behave differently from those on desktops. The actual queries users use on mobile don’t always correspond to those they use on desktop. Apart from reducing mobile bids, which might be a wasteful strategy, many eCommerce businesses don’t have a clear strategy when it comes to mobile users.

First, find the historical ROAS for mobile-only devices. To segment mobile customers, repeat the analysis of search query tiers. If you notice a gap, create your own tiers using appropriate mobile-specific negative keywords.

This is definitely more effective than just changing bids on desktop or mobile. It’s a more comprehensive and strategic method of optimizing for the customer’s device at that specific time and for the course of the customer’s journey.

Identify your best-sellers and allocate your budget accordingly

Finding previous best sellers and raising your bids on them is one of the most straightforward ways to increase your ROAS. This tactic can be used alongside selecting negative keywords, where you increase the bid on your best sellers at the product or group level.

Analyze your historical data (if it is available) to determine the best-selling items for your company. You can also use Google Analytics to discover eCommerce conversion rates, top sellers, and any other relevant ROAS/ROI metrics.

Outsourcing Google Ads boost your eCommerce sales

Managing your eCommerce business and learning and keeping up with Google Ads techniques and best practices alone might be challenging, and takes precious time away from you growing your business instead.

Outsourcing advertising has always been a mainstay of business, and Google Ads is no different. When you outsource Google Ads, you gain access to expertise without the time and money loss you would have otherwise spend on a learning curve.

Here are definite reasons why outsourcing your Google Ads will help boost your eCommerce sales:

• Access to specialized expertise and resources – Knowledge is the main asset of an outsourcing agency. A single account manager in an outsourced company will have experience working on dozens of client accounts and spending hundreds of thousands of pounds on Google Ads each year. They can test tactics and analyze outcomes much more quickly, which improves performance.
• Cost-effective and efficient management of campaigns – Hiring an outsourced partner will save time and money on tasks like hiring, training, equipment, management, developing procedures, and using software tools. With in-house staff, you’ve already lost thousands of pounds and with no guarantee that they’re up to the task. Hiring an outstanding outsourced talent cuts out all of the complicated steps and unnecessary costs.
• Focus on core business operations – When you’re assured of the performance of specific aspects of your business, you have the time and energy to think of other areas that need improvement. You even have the luxury to view your business as a whole and consider taking a bigger change of plans for the better.

Whether your eCommerce business just started, or has already come a long way, continuously maintaining your engagement with your customers is a must. Google Ads are made to help business owners excel in that aspect– it’s not just a nice-to-have but a must-have to continuously boost your sales.

Another must-have? A skilled Google Ads specialist that takes your business to help you get the most out of Google Ads and achieve eCommerce’s success.