You need to be efficient and effective with Google Ads to make more sales online. Some tried-and-true strategies have been proven time and time again to increase conversions. This article covers strategies generally considered best practices to boost your conversion rate and make more sales.
What Is Google Ads, And Why Is It Important For An Ecommerce Store?
Google Ads is a keyword-based advertising program that helps you display ads on Google Search and Google Display Network websites. It's what you use to generate sales for your online store.
You can create ad campaigns targeted to specific keywords and phrases and choose the text and images to be displayed alongside your ads. Google AdWords works by matching people searching for a keyword with ads matching the searched keywords. For example, if a user searches for "coffee maker," Google can show an ad for coffee makers featuring a picture of their product.
The Ad system can also track whether or not people click on your ads through google analytics. This feature means that Google can tell advertisers how many people saw their ads and whether or not they converted into sales.
Why Is Google Ads Strategy Important For Online Store?
Google Ads can be a great way to drive traffic to your site and increase sales. But for your ads to be effective, you must have a well-planned strategy.
Here are the top reasons why an eCommerce store must have a Google Ads Strategy:
- Google Ads offers many different ads to help you maximize your return on investment (ROI).
- Using Google Ads allows you to target your audience based on specific criteria such as location, demographics, and interests.
- Google Ads allows for more personalization of your ads, allowing you to show only relevant ads to a specific audience.
- Google Ads allows for multiple ad-serving options. Depending on your campaign objective or goal, the options can be used together or separately.
6 Google Ads Strategies To Boost Your Ecommerce Conversion Rates
Here are six of the best Google Ad strategies to boost your Google Ad revenue and conversion rates:
1- Improve Your Landing Page Design
Landing page optimization is one of the most important elements in boosting your conversion rate with Google ads because it directly affects how many people click on your ads and, ultimately, whether they convert.
Landing pages should be designed to answer questions about what consumers are looking for when searching for products or services like yours. Landing page layouts should also include calls to action that inspire people to take action (e.g., "Buy Now!").
A good landing page design includes:
- A clear call-to-action (CTA). The CTA should be easy to understand and include in the URL. It should also have a benefit you want your visitors to take action.
- An eye-catching headline. A headline is the first thing people see when they land on your page, so make sure it’s catchy and makes them want to read more about your offer. A good way to do this is by using an attention-grabbing or persuasive headline.
- A compelling background image. B2B companies often use images to tell a story or convey important information quickly and efficiently. An image can also attract potential customers looking for specific products or services.
- A solid navigation bar with links to your main content and internal pages where relevant information can be found. This will help users find what they need quickly and encourage them to return again and again.
Testimonials, reviews, or case studies from actual customers are also important for an eCommerce site landing page. Your landing page should have a clear sense of purpose for the site so visitors know what they're getting into when they click on your webpage.
2- Use Dynamic Search Ads to Improve Conversion Rates
Dynamic Search Ads are a great way to improve your conversion rates for eCommerce marketing campaigns.
Dynamic Search Ads are a type of ad that allows you to target users based on their search history and location. They are also known as "suggested" or "interest-based" ads. These ads can promote products, services, or events that your target customers might be interested in.
For example, if you were running an eCommerce store that sells shoes, you could create a campaign with Dynamic Search Ads that target users who have recently searched for "shoes" on Google. This would allow them to see an ad about your shoes without clicking on an exact match for the product they're looking for.
When to use Dynamic Search Ads
You can use DSAs in a variety of ways. For example:
- To promote products related to the keywords used in the search terms. For example, if someone searched for "coffee capsules," you could promote other products with similar ingredients or benefits.
- To target people who have recently made a purchase. For example, if someone has bought something from Amazon recently, you could use DSAs to show them ads related to their recent purchases.
You can use this feature to show users relevant information about your brand and its products—without interrupting their browsing experience or interfering with their intent to find something else entirely.
3- Use Remarketing Retargeting Techniques to Boost Conversions
Retargeting is a great way to boost eCommerce sales. With remarketing, you can show ads to customers who have visited your site but did not convert.
It works by showing them ads similar to their previous experience and can help you reach these customers with more relevant messaging. This is a great way to get more sales from customers who are already interested in your products.
You can set up remarketing lists with different rules and show ads to specific groups of people. For example, you may create a list of people who have abandoned their shopping cart but have not completed their purchases.
Remarketing can be a powerful tool for eCommerce retailers, but it’s not enough to set up an ad and hope for the best. Here are some tips to help you get the most out of your remarketing campaigns:
- Make sure your remarketing list is relevant. You’ll want to create lists of people who have visited certain pages on your site, placed items in their shopping cart but not completed their purchase, or viewed specific products but didn’t buy anything at all.
- Use multiple ads. Create several ad variations and test which ones perform best (you can do this by setting up different ads for each group). If you only have one ad running on a page, chances are it will get stale over time because it won’t be as effective as when you first launched it.
- Keep your ads relevant. You can use different rules to show ads to specific groups of people based on their interests, but you don’t want to bombard them with irrelevant messaging.
- Use the right audience size. If you set up a remarketing campaign with only 100 people, then it will not be very effective. Make sure that there are enough people on your list so that when they see an ad, they feel like it’s worth clicking through and completing their purchase.
- Create different remarketing lists based on your customer’s behavior. However, don’t neglect your non-shopping cart traffic.
4- Use Enhanced CPC on Closely-Matched Terms
Enhanced CPC defines closely-matched terms for keywords with high search volume, high average position (AP), and low cost per click (CPC). These keywords can increase your ad's performance on the search results page (SERPs).
Enhanced CPC is a way of optimizing your ad spend based on how closely-matched your keywords are with the terms people type into Google when looking for information about your product.
This means that if someone searches for "t-shirts," for example, you'll be able to bid higher for the keyword "t-shirts" than you would if that person searched for "shirts." You will also be able to bid lower on other closely-matched terms.
You can do this by creating campaigns that have an enhanced CPC setting. This setting allows Google to adjust the bid based on how closely-matched the keyword is with what people type into search engines.
5- Use Negative Keywords in Your Ads
Negative keywords are a great way to get more relevant traffic to your eCommerce site. They can help you decrease the number of clicks on irrelevant ads and increase the number of clicks on the ones that are relevant.
The benefit of negative keywords is that they help you improve the Quality Score of your ads. This will lead to lower costs per click and higher conversion rates.
For example, if you sell men’s shoes, you might want to add keywords like “dresses” and “women’s sneakers.” These are irrelevant keywords for your eCommerce site, so they will trigger negative keyword campaigns. This will help prevent people searching for those terms from seeing your ad.
Negative keywords are also useful if you're running ads for seasonal products—say, Christmas presents or summer vacations—and those particular products tend to go out of stock at certain times.
6- Use Integrated Campaigns
Google Ads can be used with other marketing channels like email and social media ads. This is known as integrated campaign marketing.
Integrated campaigns use multiple channels (such as Google Ads, Facebook Ads, Instagram Ads, etc.) to drive customers to your site. This strategy boosts sales and increases conversions for an eCommerce store.
Integrated campaigns can help you optimize for different outcomes on each channel. Many eCommerce stores struggle to implement integrated campaign strategies. Using an automated platform can eliminate these problems.
An eCommerce automated marketing platform like ConvertedIn can help you create multi-channel marketing that boosts customer engagement and maximizes ROI. The platform automatically manages different marketing channels in one place.
ConvertedIn uses data-driven insights, machine learning and artificial intelligence to make decisions about the most profitable marketing channels. The software automatically adjusts bids, budgets and other campaign settings based on your historical data, competitor activity and more. This will eventually result in a better ROI from your eCommerce marketing efforts.
Discover the Top 26 Ecommerce Conversion Rate Optimization Strategies
Final Thought
Boosting your eCommerce conversion rates can be daunting, but if you're using Google Ads, it's easier than you think. With the right strategy in place, you can start seeing results and increase your bottom line. The methods mentioned above are designed to help you get more people to click on your ads and make more sales online.
