eCommerce is one of the most rapidly growing industries in the world, and digital marketing plays a vital role in its success. As technology has developed and customer behaviour has evolved, the marketing strategy for eCommerce has become increasingly complex. The campaign results achieved don't always match the rise in ad spend, however. Finding a fast and precise method that offers a high conversion rate is a priority for all eCommerce business owners.
The future of b2b sales lies with brands that offer a personalised and seamless customer experience. eCommerce businesses who can provide this will be able to thrive, as digital marketing continues playing an integral role for their success.
The benefit of using pay-per-click (PPC) for e-commerce is that it allows you to reach out to potential customers who are actively searching for products or services that you offer. It is also a great way to improve your brand awareness and visibility online.
GoogleAds for e-commerce takes advantage of the most popular search engine in order to draw in customers and turn a solid profit.
Google Ads, formerly known as Google AdWords, is a popular choice for e-commerce marketers because of its large reach and sophisticated audience targeting options that make it easy and affordable!
Who we are: With over 25 years of experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, Manufacturing Automation and Healthtech.
Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead gen.
GoogleAds for e-commerce is a digital business model where there is a transaction of goods and services between the seller and the customer through an online platform. E-commerce platforms are supported by search engines like Google, Yahoo, and Bing.
Google has a strong command of e-commerce, and indeed of most phenomena in the digital world. Google Ads is the top choice for e-commerce businesses when it comes to PPC advertising.
Google is the most popular search engine in the world, with over three billion searches made every day. How to increase visibility on Google is a top priority for most marketing teams. Google services such as Gmail, Google Calendar and YouTube leverage a strong Google display network that can reach your target audience easily.
PPC means that ads are paid for based on the clicks received rather than a set price. Google is a result-driven, measurable, and budget-flexible marketing tool. As such, it is especially suitable for e-commerce, where business owners want to create ad groups that are market-focused and drive quick results. It has been found to be most effective when used in tandem with other forms of demand generation marketing.
There are numerous e-commerce channels that can make your online business a success. These channels dictate how and where a product will appear, be viewed and attract more customers. Each one has its own strengths and unique features due to the different audience bases and user experience/user interface (UX/UI).
Here are some of the most important e-commerce channels:
Above all, we can confidently state that Google services offer the most potent and rapidly growing channel. Almost 90% of internet users search actively on Google, and research shows that people who use Google services actively are more likely to make a purchase.
As the direct service provided by Google, Google Ads has the most complete tools and timely data that are needed for successful search ads.
There are also various options for paid advertising, including Google Search ads, Google Shopping ads, video ads and YouTube ads that businesses can use to tailor their advertising campaigns. For best results, ensure your team has acquired advanced eCommerce PPC management skills, otherwise consider hiring a professional PPC management company.
As mentioned above, Google Ads campaigns are the top choice for e-commerce businesses. The dynamic search ads help businesses reach their target audience efficiently and effectively with their multiple advertising options like display ads, smart shopping campaigns and search ads.
Combined with Google's sophisticated targeting options and the ever-growing potential of the Google display network, e-commerce businesses can take full advantage of Google Ads to drive traffic, reach out to potential customers and turn a profit.
Google Ads for e-commerce also help boost search engine optimisation (SEO) and organic search. A properly designed PPC landing page that includes all the required elements acts as a gateway that guides customers towards their destination and increases website traffic. With so many different landing page designs, it's hard to know which one is best for your brand. Luckily we have high converting PPC landing page examples that you can draw inspiration from.
There are many more benefits you can capitalise on once you’ve created a Google Ads account. In the next section, we will go over some of the main benefits you need to draw on in your e-commerce PPC campaign to maximise your return on ad spend (ROAS).
Utilising Google Ads helps improve your ad CTR with its ability to target the audience in any way you desire. Google’s responsive search ads and display ads make it easier to carry out A/B testing for ad copy. If you have enough text ads and visual content, Google Ads can help you find the winning combination that drives your clients to click on every impression.
Another feature of Google Ads that benefits your brand exposure is ad extensions. One of the strengths of running a PPC campaign with Google Ads is the guaranteed ranking in the search queries of your choice. Extensions allow you not only to occupy the number one spot in your search results but also to ensure your ad takes up as much space as possible and increases your CTR.
Running Google Ads with e-commerce allows you to target your potential customers more efficiently. You can use data that already exists in your e-commerce platforms, such as demographics, interests, behaviours, and previous purchasing habits, to inform your targeting strategy.
For example, if you have a women’s clothing store, you can target female users aged 18-35 who live in the US, have an interest in fashion, and have previously bought clothing items from your store.
You can also use remarketing with Google Ads to reach a more specific audience. For example, you can target people who have visited your website in the past 30 days but have not made a purchase.
Additionally, Google Ads works with the following options to target the audience precisely:
No penny should go wasted when running a paid search campaign. With Google Ads, the advertising campaign budget can be managed easily with a custom bid strategy. You can set a daily budget for your ad spend and make adjustments at any time.
You can also use smart bidding to optimise your bids automatically based on your goals, such as clicks, conversions, and impressions. Google will use its algorithms to learn about your target audience and make real-time bidding decisions that are designed to get maximum exposure for your ads.
Here are some ways that Google Ads optimises budget controls:
With this system, it’s possible to spend the minimum budget to achieve maximum exposure.
Google services assist people's everyday life in various ways. From Gmail, Google Maps, and Google Calendar to YouTube, up to 90% of active internet users are exposed to the Google interface at least once a day, which makes it a powerful tool to build brand awareness quickly and effectively.
Google Ads offers different solutions to present your brand, including search ads, shopping ads, video ads, app campaigns, and Google display campaigns.
To engage upper funnel customers that need a quick impression, display ads are a good tool to use. For brands that want to target video viewers, video campaigns and ads are treasures buried in YouTube videos for potential customers to discover.
Lastly, Google search campaigns skillfully use the advantage of the Google search network and tackle clients individually, each with different ad groups. Coupled with good usage of SEO, Google Ads can help get a business to the top by making sure that it’s being seen, recognised, and remembered by potential clients.
The quality of your PPC landing page plays a key role in the customer experience. As a PPC creative agency, we have seen many examples of how this influences a brand's credibility. A poorly built landing page also often leads to a higher bounce rate, which raises your campaign budget significantly.
According to your campaign type and Google Ads strategy, you can set up different methods of conversion tracking, including website, phone number, and app downloads.
One aspect of Google Ads you must pay attention to is the Google Quality Score. This is a function included in Google Ads that help you better adjust and test Google Ads. Google determines the score based on search engine results and ad performance prediction.
For instance, Google Ads reveals information about what kind of search term triggers your ad. Based on the CTR and bounce rate, you can tell whether this keyword leads the right client to your ads. If not, add the keyword to your negative keywords to avoid wasting your budget.
There’s also no penalty for making adjustments in order to respond to these data. It is extremely flexible and allows the user to be as informed as possible when deciding how to continue their marketing strategy.
Google Ads works both for businesses and for Google itself. Maintaining the quality of the customer experience is as important to Google as it is to other users and advertisers to make sure people get what they are looking for, and not necessarily just who can throw the most money at them. How to do keyword research for PPC is an absolute must if you want your ad campaigns to target the right audience and deliver on goals.
Google Ads utilises a special reviewed system to examine the quality of ads. The Google Ads platform also takes the quality of your ads into consideration when you are competing with other businesses. In a nutshell, the higher the quality of your ad copy, the more chance it has of being shown in the search results and the less you need to spend for one click.
Take shopping ad campaigns as an example. The Google Shopping ad space shows the customer some useful information, increasing the chance that they will click and make a purchase. Information such as inventory, shipping fees, and discounts are provided to make the purchasing process more instinctive and smooth.
The more detail you provide in your Google Shopping ads, the better the customer experience you deliver. Google Ads wants to reward that.
With all the information acquired by Google services, there is no use Google search ads cannot reach. You can create ads specific to the customers based on the target demographic, language, and geographic attributes with just one click. Pair this with the function of the negative keywords list, smart bidding, and custom intent audiences and there is no way your ads will not be served to the right person at the right time.
What’s more, even if they don’t convert on their first visit, you can still use Google’s remarketing lists for search ads (RLSAs) to reconnect with these customers. RLSAs allow you to serve ads to people who have visited your site before as they search on Google and look for similar products. They can also help you reach people who haven’t been to your site but are still interested in what you offer.
Now that you understand all the benefits of using Google Ads for e-commerce businesses, it’s time to move on to how you can make use of it. In this section, we will explore some strategies recommended by experts to help you level up your game.
The title is the first thing that catches people’s attention. A working title should give an overview of what the ads are about and be benefit-orientated at the same time. It should also contain relevant keywords so that your ad will show up when people search for them.
When creating ad campaigns and search ads, take into account search results and search terms people use in your line of business. Utilising keyword research and SEO tools can help ensure that titles are in perfect working order and also interesting enough to grab customers’ attention. Matching your customers’ search intent also guarantees a lower bounce rate. Remember, you pay for each click, so make sure each one counts.
There’s nothing worse on the consumer’s side than getting a product different from what they were expecting. While this is sometimes due to simple errors, other times it is the result of poor descriptions trying to make the product seem better than it is. This hurts the seller’s credibility and damages customer trust and rapport, something that is critical in business.
To create good product descriptions, it’s often advisable to research keywords and popular search terms to see how other similar brands are marketing themselves.
You don’t need to reinvent the wheel, just adjust it to suit the purpose. Ultimately, sales increase by targeting customers who are actually looking for what’s being sold rather than risking paying for a click that results in nothing.
E-commerce is a highly competitive market. Every business owner is racing to reach the top, and the secret to winning is being better than everyone else.
Here are some things to consider to help your ads outshine the competition:
People want things they can understand and that look good. They also want products that perform well, matching or exceeding their expectations. Offer quality wherever possible, utilise tools, and set realistic goals and intentions so that you can attract customers and make sales.
Price points are important when selling online. They are one of the first things a potential customer sees and are often a make-or-break factor in whether they purchase something or not.
To get an idea of what prices are popular, it can be helpful to research the competition and see what sort of prices they’re offering. If your prices are consistently lower than what other businesses are offering, it might be time to consider a price change. However, if your prices are too high, potential customers will likely look elsewhere.
It’s also important to consider shipping costs when setting prices. Many people are willing to pay more for a product if it means they don’t have to pay for shipping, so offering free or flat-rate shipping can be a great way to attract customers.
Finally, it’s important to remember that prices will fluctuate over time, so keep an eye on the market and make changes as needed.
The quality of your PPC landing page plays a key role in the customer experience. It affects your brand’s credibility and quality. A poorly built landing page also often leads to a higher bounce rate, which raises your campaign budget significantly.
The landing page needs to deliver clear value and intent. The design should be clean and user-friendly. The title, text, and call to action need to be clear and concise, and finally, the page needs to load quickly.
Use Google's PageSpeed Insights tool to test how fast your website loads on desktop and mobile devices. A well-designed PPC landing page can make a huge difference to your e-commerce business. If you understand the different types of landing pages and their examples, you can create a successful campaign that will help you reach your goals and maximise your ROAS.
Google Ads PPC helps e-commerce business owners and B2B companies connect with their customers and generate higher revenue. Google Ads offers many features that can be used to create and optimise campaigns. For example, a PPC agency or your internal marketing team can easily and efficiently target clients located at different stages of the sales funnel and take on the heavy lifting work of sales with a demand generation approach.
Unlike using SEO to optimise your ranking in organic search results, Google Ads pushes you to the top spot quicker and more consistently, which leads to higher traffic to your website. Furthermore, every strategy applied and adjustment made in PPC is measurable. The complete data provided by Google Ads allow for a deep understanding of customer behaviour and how consumers interact with the website, meaning no more guessing and waiting for your business.
Google Analytics and Google Ads are powerful tools for market research with B2B pay-per-click campaigns. For instance, Google Ads' ad preview and diagnosis tool allow you to view ad performance live. You can examine ads in different locations and languages, on different devices and for different audiences. This provides a clear picture of what is working and what the audience expects to see.
Bidding for Google Ads space is a bit of a double-edged sword sometimes. In highly competitive markets, some businesses will bid on their competitors' names or keywords so that they will rank higher than them. This is far more costly than bidding on their own, but it is a strategy nonetheless. As a result, start including Google Ads in your marketing campaign and protect your brand.
This is a digital platform that allows you to keep track of the items your retail business sells, both online and in physical locations.
The cost of setting up and maintaining a Google Ads account depends on the number of people, places and things you want to target. Bidding is based on whichever keyword someone searches for that contributes to their CTR. We recommend you start a new campaign with 2000 euros.
Who we are: With over 25 years of experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, Manufacturing Automation and Healthtech.
Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead gen.
