Marketing

How To Use Google AdWords To Improve Your ECommerce Business

Google ads are a fantastic tool for growing your eCommerce business, See our guide on how to run an effective Google AdWords campaign for eCommerce.


Google AdWords is one of the best ways to promote your eCommerce business. The program allows you to create targeted ads on Google's search results. These Ads will enable you to reach potential customers actively looking for products like yours.

Your ad can appear on Google search results pages, other sites, YouTube videos, and Gmail. The goal is to get people interested in your products to click on your ad and visit your website or landing page.

Since Google allows you to bid on specific keywords, it's no wonder why it is the most widely used Pay Per Click (PPC) advertising platform globally. AdWords can help you promote your products and services more effectively. Keep reading this blog post if you are looking for fresh and effective ways to utilize Google AdWords strategy for your eCommerce business.

7 Google AdWords Tips to Help Your Ecommerce Business Grow

It can be a little daunting to set up an AdWords campaign. You have to choose your keywords, write ad copy, and determine your budget—and it's not always clear how those pieces fit together. But if you follow these seven tips, you'll be well on your way to creating a campaign that brings in more customers:

1- Set Your Goals

To succeed with Google AdWords, you must first decide what you want to accomplish. When it comes to Adwords, goals vary. You might want more traffic to your site or conversions, or you'd like both!

For example, let's say your website sells running shoes for men and women. Your goal could be to increase traffic from search engines so that more people find out about your brand and make purchases from your website. If this is the case, then you'll want to create an ad on Google Search that leads people directly to your product pages where they can buy their shoes online.

There is no one-size-fits-all approach to goal setting. If you're looking to build brand awareness, your ads must be relevant to your target audience. You can do this by creating different ads and targeting them toward people who are likely to be interested in your products.

For example, suppose you run an online store that sells baby products. In that case, your ads should feature images of babies or toddlers to appeal more directly to parents looking for products for their children.

However, when you want to achieve multiple goals, you have to create landing pages for each campaign and ad group that lead directly there. Each page will ensure that users see what they expect when they click on the ad and prevent them from getting lost along the way.

2- Have a Customer Acquisition Strategy

When it comes to customer acquisition strategy, the first step is to understand the difference between cold, warm, and hot traffic. 

  • Cold traffic: Cold traffic comprises people who have no idea what you do or don't care about your product. You need to be very careful with cold traffic because they are the least likely group to convert into customers, and it's also more expensive to acquire them.

  • Warm traffic: Warm traffic comprises people who know what you do and may even have some interest in your products. However, they aren't actively looking for what you offer and most likely won't buy right away. Bringing them into the buying cycle takes time, so this group is called warm.

  • Hot traffic: Hot traffic consists of people who are actively searching for your product or service online at this very moment and are ready to purchase immediately. They are the most valuable type of traffic because there's no work involved in acquiring them — they are prepared to buy from you instantly!

The next step is understanding your conversion funnel and what steps someone takes from becoming a lead to making a purchase. It is vital to know the difference between prospecting (getting new leads) and remarketing (reminding people about products they were interested in). 

Prospecting helps build brand awareness and reach new customers without being pushy. Remarketing shows ads for those who have already visited your site. Create a google ad campaign that will fit each strategy throughout the customer journey. 

3- Make Sure Your Website Can Convert

It's essential to have a solid understanding of how AdWords works so that you can take advantage of its abilities to move customers from one page to the next. Here are some tips for making sure everything functions properly:

Here are some tips for making sure everything functions properly:

  • You want to use consistent fonts across web pages—but not too similar or too different from one another in case some visitors don't like both.
  • Your key terms should be displayed clearly above any other text content on the page. Make sure those words appear in an easily-viewable size like bold or italicized text.
  • Make sure that all images on your website load quickly—and look good while doing so. Search engines rank images based on how quickly they load and what type of image file format (such as PNG vs. JPG).
  • Don't use dynamic pages. Dynamic pages are great for search engine optimization, but they can cause problems with the automated tracking in AdWords.
  • Ensure any firewall software that does not block your landing page. You can fix this problem by switching to an HTTPS address.
  • Ensure there is only one form on your landing page. Suppose multiple forms are on the same page. In that case, AdWords will treat them as separate pages and count them separately against your daily budget.
  • Make sure your checkout process is easy to complete. If people have problems checking out, they're likely not going to come back and buy from you again.

4- Decide on the Right Ad Type for You

AdWords offers many different types of ads, and they are not all created equal. You can decide on the type of ad you want to make in an Adword account.

There are several different AdWords ads, each with its pros and cons. However, three ad types are most beneficial for eCommerce businesses: Text Ads, Product Listing Ads, and Dynamic Search Ads.

  • Text Ads

Text Ads are the most basic ad type. Each ad contains a headline (up to 25 characters), two description lines (up to 35 characters each), and a display URL pulled from the destination URL.

Text Ads include a headline, a line of text, and some extensions. Extensions are extra pieces of information that supplement your ads, such as a phone number or location. These ads can be very effective for eCommerce businesses because they are highly customizable and allow you to target specific keywords.

  • Product Listing Ads

This ad includes an image, title, price, store name, and promotional text. It uses keywords and product feeds from Google Merchant Center to determine which products appear in response to keyword searches. 

Product Listing Ads (PLAs) display an image of the product and its price. This visual aspect can help attract more clicks than Text Ads, but they are only available for specific industries. PLAs also tend to cost more than Text Ads, so you may want to test them against Text Ads before committing to one.

  • Dynamic Search Ads

Dynamic search ads are similar to PLAs in that they appear at the top and sidebars of search results pages. Instead of showing one product, dynamic search ads promote multiple products from different brands based on users' search terms.

Because they draw their content from your website, DSA ads don't require keywords or match types. The Ads show in response to a related query by users keywords like regular search ads.

 Suppose your website has a lot of products. In that case, Dynamic Search Ads could be a great way for you to target people who have searched for similar products on other websites.

5- Decide on the Right Keywords for You

For AdWords to be effective, you need to use the right keywords.

You can find search volume data online through Google Trends or other free Keyword Tool. They help you choose which keywords are most likely to get your ads before the people looking for your products.

Once you know what keywords you want to target, think about how those words relate to what you’re selling. Do the keywords describe your product? Are they synonyms for something else? These questions will help you decide which match type to use:

  • A broad match allows all word variations (including singular, plural, and other) to show relevant results. It also generates more searches than an exact match and phrase match because it returns results that include synonyms and related terms.
  • A phrase match is narrower than a broad match but still covers things like misspellings or synonyms. If a user search only contains all the words in your ad group's keyword phrase in order, then your ad will appear in the search results.
  • An exact match helps target people specifically searching for what you have to offer. An exact match is a good option if there aren't many other products like yours online. If you're selling something familiar and competitive, it's probably better to go with a broad match.

6- Set Up Remarketing (aka Retargeting)

Another powerful tool in your eCommerce digital marketing arsenal is remarketing. Remarketing is a type of retargeting that allows you to connect with people who have already visited your website and engage them. The targeted ads are for the products or services they showed interest in. 

You can set up remarketing campaigns with the help of Google Ads, Facebook, Twitter, and other social media networks.

If you’re thinking about starting a remarketing campaign, here are some tips that will help you get started:

  • Create a list of visitors

Start by creating a list of people who have visited your website. You can use the lists feature in Google Ads to add people to lists based on the URLs they visit on your site. For example, you can create a list of people who abandoned their shopping carts or left your site without purchasing. These people were interested in your products but didn't convert right away, so they may be more inclined to buy if you show them an ad with a special offer or discount code.

  • Set a bid and budget

Google Ads works with a cost-per-click (CPC) model, so you'll pay only when someone clicks on one of your ads. It's vital to set bids and budgets that work for your business, so make sure you set both before turning on the campaign.

  • Set up remarketing campaigns

Once you've created your lists, you'll want to set up a campaign for each list and then use the Display Planner tool in AdWords to find relevant websites where you can advertise. You'll also want to make sure that your ads are targeting keywords related to what people are searching for on those websites so they'll click through when they see them.

  • Get creative with ad formats

Once you've got a list to work with and set bid and budget amounts, it's time to start building ads. Several different formats are available, including text ads, image ads, video ads, and dynamic ads. Depending on which design you choose, you might be able to showcase products from your inventory or highlight promotions that are specific to the visitor viewing your ads. 

7- Track Your Results and Optimise Your Campaigns

Tracking your results is the best way to understand how users respond to your ad and provide you with a better idea of optimizing it for maximum impact. Your analysis will help you decide where you're spending your money wisely and where it would be more beneficial to make tweaks. 

Google offers some great tools for tracking and analyzing your campaigns. You can use them in tandem with Google Analytics, which will help you track conversions (such as visitor-to-sale) through the analytics reports provided by the platform.

Businesses must follow up on the results of their ad campaign if they want to continue running effective ads on Google AdWords. If you don't look at your results, there's no way to know whether your campaigns are working!

Google AdWords boosts business growth with the right strategy. 

Google AdWords is only as powerful as its strategy. It may look daunting if you're just starting, especially as an eCommerce merchant. You need to focus on other aspects of the business, like inventory and more. However, with tools and solutions like the ConvertedIn, you can leave all this process to AI, which creates ads, targets the customer, and distributes them to multiple channels. Contact us today to get started.

Similar posts

Get notified on new marketing insights

Be the first to know about new B2B SaaS Marketing insights to build or refine your marketing function with the tools and knowledge of today’s industry.