From Impressions to Conversions: 12 Winning Google Ads Strategies
When they want to purchase a product, most people start that journey by Googling it. Now imagine that your online store is the very first thing they see. Do you know what that would mean to your sales and revenues? But why guess when you can utilize top Google Ads strategies always to be there when customers search for your products?
Just running Google ads is not enough; you have to test and implement various strategies to get a high ROAS.
Don’t worry; we won’t leave you to fend for yourself. In this blog, we will delve into the top Google ads strategies for eCommerce businesses.
Top 12 Google Ads Strategies For A Higher ROAS
Create compelling ad copy
Add a promotion extension
Make use of the location bid strategy
Bid on highly-converting segments
Use Google ads retargeting
Utilize negative keywords
Use responsive display ads
Retain customers after they receive an order
Cap the number of times visitors see your ad
Use Dynamic Search Ad
Automate your Google ads
Thanks to its vast user base and advanced targeting options, Google ads are one of the easiest ways to reach customers where they want to be found. But if you are not using the right strategies, clicks, impressions, and conversion might be a total nightmare.
And even though every digital marketing activity has to be constantly tested and optimized, when it comes to ads, there is a lot of money at stake. So, getting it right from the start can help take your marketing efforts to a whole new level.
Now enough beating around the bush, and let’s take a deep dive into the top 10 Google ads strategies to get higher return on ad spend (ROAS)!
1- Create compelling ad copy
This might seem like a no-brainer but don’t underestimate the power of creating compelling ads. In fact, even if you do everything right and you appear as the first result, if your ad copy is not enticing, as impressions go up, clicks and conversions will go down.
The best ad copy is the one that resonates with your target audience and speaks their language.
2- Add a promotion extension
One of the easiest yet most effective Google ads strategies is adding a promotion extension. This extension basically allows people to see the promotions you are running even before they visit your website. As a result, visitors looking for a good deal can go right from Google to your checkout page!
3- Make use of the location bid strategy
Many eCommerce businesses skip the location bid strategy since they don’t have an actual store. But that’s a common mistake you should avoid if you want to run the most effective ads.
This strategy allows you to target customers in areas you deliver in. Like most online stores, you probably don’t deliver all around the globe, so by using this strategy, people in areas and countries you don’t deliver to won’t see your ad.
4- Bid on highly converting segments
Not all your target segments have the same conversion rate. Accordingly, by focusing your high bids on highly converting segments, you ensure a much higher ROAS and generally more successful Google ad campaigns.
Needless to say, that doesn’t mean you should ignore other segments completely. It just means that the main focus should be on those who tend to order more.
5- Use Google ads retargeting
Tracking cookies allow you to use Google ads retargeting technologies and show your campaign to those who previously interacted with your online store yet didn’t make an order.
This helps you reach potential customers who already showed interest in your products.
Why is this helpful? Simply because people usually need to visit an online store more than once before ordering from it. To get the best results from this strategy, you should include user-generated content like reviews and ratings to give the retargeted audience that extra nudge they need.
6- Utilize negative keywords
Negative keywords are words in a Google search that you don’t want your ad to appear in. In other words, you flag some search inquiries that are irrelevant to your products so people searching for them won’t see your ad.
Why is this one of the most important Google ads strategies for eCommerce? The following example will help paint you the right picture.
Considering you are running an online store that sells luxury watches at a high price, the negative keywords you should include in your campaign are ‘cheap watches’, ‘discounted watches’, and ‘watches on sale’. By doing this, you ensure only qualified leads visit your online store.
This doesn’t just increase ROAS, but it also helps your business cut down unnecessary costs on retargeting campaigns.
Discover more in Google Ads ROAS: How to Boost & Optimize for Revenue
7- Use responsive display ads
Responsive display ads automatically adjust the ad to fit any available ad spaces. That includes the size, appearance, and format of the ad and ensures that users have a seamless experience wherever they search.Discover More about how to use Google Display ads to sell more.
8- Retain customers after they receive an order
It is widely known that retaining a customer is 5-7x cheaper than acquiring a new one. But what many people don’t know is that you can use Google ads to retain customers!
Let’s say you have a customer who received their order around a month ago, and you know for a fact that your existing customers often place an order every 25 days. Then, you can use an audience segment with a 30-day duration, which displays your ads to all customers who purchased in that time frame.
The recommended audience duration is from 1 to 120 days, depending on the products your online store sells and how frequently existing customers order.
9- Improve CTAs
A call-to-action (CTA) can make or break any Google ad, or to be more precise, any of your marketing efforts. That’s why, for the success of any campaign, you have to focus on crafting strong CTAs.
To improve CTAs, you should use active words and the right tone of voice for your audience. After doing all that, you should constantly perform A/B testing to figure out what works best with your target audience.
10- Cap the number of times visitors see your ad
Despite what we said earlier about potential customers needing to see your ad or online store more than once before finally deciding to order, it's smart to know when to give up. In an ideal world, everyone who stumbles upon your ad converts. However, that’s never the case.
So, to make the most out of your campaigns, you should cap the number of times an ad is displayed for the same user over a specific time frame.
11- Use Dynamic Search Ads
Dynamic Search Ads are a great way to improve your conversion rates for eCommerce marketing campaigns.
Dynamic Search Ads are a powerful advertising tool that enables you to reach your target audience based on their search history and location. Also referred to as "suggested" or "interest-based" ads, these ads are designed to promote products, services, or events that are likely to capture the interest of your potential customers. By utilizing Dynamic Search Ads, you can effectively engage with your target audience and increase the likelihood of conversions.
For example, if you were running an eCommerce store that sells bags, you could create a campaign with Dynamic Search Ads that target users who have recently searched for "bags" on Google. This would allow them to see an ad about your bags without clicking on an exact match for the product they're looking for.
12- Automate your Google Ads
Now that you have learned the industry secrets and know all about the top Google ads strategies for eCommerce businesses, it is time to run your own campaign!
eCommerce marketing operating systems like ConvertedIn can help you:
Automate Google ads and upscale your ROAS
Retarget and re-engage customers through ads
Get a complete view of your running ads
Book a demo now to sun successful Google ads campaigns and get the highest ROAS!