Search Ad Strategies to Maximize Sales with Google ads for eCommerce (2024)

Google Search Ads for eCommerce

Your Shopping and Search ads are the low-hanging fruits of your Google ads strategy for ecommerce.

And they're often the first Google ads campaigns that are best for your ecommerce businesses.

Not only do you appear on the main Google search engine.

You also appear on the Google search network.

Other websites that are using a Google-based search plugin.

So it's core you implement these as part of your overall Google ads ecommerce strategy...

And your overall digital marketing strategy.

Sales with Google ads

Here's why Google Ads are so valuable:

• Traffic Boost: They put your store in front of people who are looking for what you sell.
• More Sales: You can increase your sales by targeting shoppers who are ready to buy.
• Brand Visibility: Ads make more people aware of your brand, even if they don't click on them.

Relevant ads are key.

Studies show that Google Ads can increase up to 18% of eCommerce revenue.

That's a big slice of the pie.

How Google Ads Work in 2024

Understanding the Google Ads Auction: It’s Not Just About the Highest Bid

When running Google Ads, it's crucial to understand that the highest bid doesn’t always win.

Instead, it combines your bid amount with a 'Quality Score'.

This means your ads will be shown to users based on relevance, not just the bid amount.

A higher Quality Score, which reflects ad relevance and landing page quality, can outweigh a higher bid.

This system ensures users see the most relevant ads, enhancing their experience.

For you, it means focusing on creating relevant and high-quality ads and landing pages so that your ads perform best.

Beyond Keywords:

Google Ads allows you to target not just by keywords.

But also by audience characteristics, locations, and devices (we will discuss this later).

This flexibility in how you show your ads can tailor your approach to specific groups, like parents of toddlers.

Or focus on users in certain locations using mobile devices.

This approach lets you reach your ideal customers more effectively in your e-commerce business.

Google Ads eCommerce strategy

Here's the progression we typically use for clients:

1. Start with Shopping and Search ads
2. Refine until you get maximum traffic
3. Move over to Google Display and YouTube ads.

In this guide, we will go in-depth on Google searches' text ads so you can tap into the power of Google ads for your ecommerce business.

Google Search Ads for eCommerce

Here's how they work:

• They show at the top of Google's search results.
• The ads look like regular search results but have a little label that says "Ad."
• You create them with a headline, a web address, and a short description.

Your goal here is to show ads to people who are interested in or ready to buy.

For example, if someone searches "buy running shoes," this is what we call a high-intent search.

The users who search for this are often lower in the buyer's journey.

And are closer to buying.

Remember, you want to be the first choice when someone is ready to buy.

We'll dive into the essentials of Google Search Ads when it comes to ecommerce marketing.

From setting up your account to writing ads that click with viewers.

eCommerce Google Ads Strategy for Keywords

Your first step to get started with Google ads is keyword research.

A solid keyword strategy is core to having your Google ads appear to the right users.

The goal is the relevant website traffic. Not traffic that isn't interested or ready to buy.

And to do so your ads require a robust keyword strategy.

Match types tell Google how closely you want your ads to match a person's search.

Here are the match types:

• Broad match: Your ad shows searches that are related to your keyword, which might include searches you didn't think of.
• Phrase match: Your ad shows on searches that include the meaning of your keyword.
• Exact match: Your ad shows on searches that are similar to your keyword or very close to it.

Because of the recent changes to the way Google uses keywords...

Broad match now plays a bigger role in your keyword strategy.

Let's dive into it:

How to Set Up Your Keywords in Your Google Ads Account

Google Keyword Planner is a powerful and often overlooked free tool that can significantly benefit marketers, particularly for Google and YouTube ad campaigns.

Let’s break it down:

Step 1: Discovering New Keywords:

Use the "Discover New Keywords" option in the Keyword Planner. Enter specific queries related to your niche and look for keywords with an average monthly search volume of over a thousand.

To find these queries, I recommend using:

1. Keywordtool.io
2. Or simply manually using Google’s autocomplete

Step 2: Creating Custom Intent Audiences:

Identify keywords that align with your target audience's search behavior. For example, if you offer video production services, select keywords like "anime gym wear" or "orthotic slippers free shipping." These are specific keywords that indicate strong intent. Create a note block or list of these keywords for future reference.

Other high-intent keyword modifiers you should look out for include:

• Purchase
• Order
• Deal
• Discount
• Coupon
• Review
• Buy
• Best
• Top
• Compare
• Affordable
• Cheap

Step 3: Building Custom Intent Audiences:

Once you have selected the relevant keywords, copy and paste them into the audience manager.

Select the option "people who search for any of these terms on Google" to create a custom intent audience. Analyze the audience insights provided to gauge the audience size and potential impressions for your ad campaign.

Step 4: Leveraging Competitor Data:

To gain insights from your competitors, identify the top players in your industry. Copy the landing page URL of a competitor and paste it into the Keyword Planner. This reveals the keywords they are targeting. Focus on high-intent keywords with search volumes over 1K. Understand what your competitors are bidding on, and you can strategically position your ads for better visibility.

Step 5: Effective Use of Broad Match Keywords:

Then, start your ad groups with 2-3 broad match keywords you idenitified to capture a wide range of user queries.

This approach is beneficial for initially casting a wide net.

Over time, refine your strategy by adding more specific phrases and exact-match keywords based on the data from your search term reports.

Of course, add specific phrases and exact match keywords at the beginning, too, based on your research.

But this method will save you time in the beginning.

And gives you the power to fine-tune your approach gradually.

Step 6: Regular Search Term Audits:

Over time, you want ot be conducting a search term report every 72 hours. (Some agencies do it in different frequencies, but this is our go-to)

Use this audit to:

Block irrelevant traffic by finding new terms to add to negative keywords

It helps you find high-performing searches you can add to your phrase and exact-match keywords.

How many keywords should I have per ad group?

Finding the sweet spot for the number of keywords per ad group is key.

You want enough to cover your customer search terms but not so many that your message gets lost.

Here's a quick guide:

• Keep it under 20: Aim for no more than 20 keywords per ad group. This helps keep your ads relevant and focused.
• Core terms are king: Stick to the main keywords that really describe what you're selling. Forget adding lots of similar terms.

Remember, ad groups are like little teams working for you.

Put related keywords together in each team.

This makes it easier to see what's working and what's not.

Choose 3-5 search terms that best match your product when setting up. Google Ads can suggest some based on your site. Plan on having 2-3 ads for each ad group. With responsive search ads, this is plenty. Try different messages in your ads to see what gets the best results.

Best Google Search Ads Campaign Structure

When setting up search ads campaigns, keep them tidy and on target.

Think of your campaigns as a set of buckets, each one holding ads that match certain searches. Here's a quick guide:

• Branded Campaigns: These are for searches with your brand name. Make sure these ads tell people why your brand stands out.
• Non-Branded Campaigns: Here, focus on what you offer, like "fast running shoes" but without your brand name. It's all about what the product does or is.
• Competitor Campaigns: These are tricky. You're trying to win over people looking for your competitors. Be smart and show them why you're the better choice.

For your ad groups, stick to this:

• Group similar keywords together. This helps you see what's working and what's not.
• Shoot for 2-3 ads in each group. Since you can only make responsive search ads now, some strong ads can go a long way.

And don't forget about match types for your keywords. You've got options like "modified broad," "phrase," and "exact match." Each one serves a different purpose, so pick the one that fits your goal best. A good match can make sure your ads show up for the right searches.

Setting Budgets at the Campaign Level

Google Ads' budget is set at the campaign level, affecting how your money is spent across different ad groups.

If you have different products or services, like men’s tops and bottoms, they might need separate campaigns to ensure balanced spending.

This ensures that your budget is spent on the most effective areas of your e-commerce business.

It prevents overspending on one product while underfunding another, maximizing your return on investment.

Boosting Clickthrough-Rates with Ad Extensions

Ad extensions are like extra pieces of information that make your search ads bigger and better. Think of them as helpful add-ons that tell more about what you're offering. Here's what they can do:

• Grab more attention on search results pages.
• Give people more reasons to click on your ad.
• Share extra details like your phone number or more web pages.

Using ad extensions can lead to more clicks.

And when your ad gets more clicks, you pay less each time someone clicks.

Here are some common ones.

• Location Extensions: Tell people where your store is.
• Call Extensions: Let people call you with one click.
• Sitelink Extensions: Take people to specific pages on your site like "Sale" or "Hours."
• Callout Extensions: Share special offers like "Free shipping."
• Structured Snippet Extensions: Highlight certain products or categories.
• Price Extensions: Show prices for different things you sell.
• App Extensions: If you have an app, this can get people to download it.
• Promotion Extensions: Tell people about sales or deals.

Add as many extensions as possible for your shop when making ads. Google picks the best ones to show each time your ad could appear.

Google Ads Settings for Your Search Campaigns

• Location Targeting: Choose where your ads will show. You can target specific countries, areas within a country, or even a radius around a location.
• Language Preferences: Pick the language of the users you want to see your ads. If you sell globally, consider adding multiple languages.
• Ad Scheduling: Decide when your ads will run. Maybe you want them to show only on weekdays or during business hours. It's up to you.

Remember, these settings can help you reach the right people at the right time. So, take a moment to think about who your customers are and when they're online. Happy advertising!

Dynamic Search Ads

These ads use your website's content to automatically match users' search queries to your products.

When there's a match, DSAs create an ad that fits what the user is looking for in the search engine.

Here's how DSAs benefit eCommerce sites:

• Automated Matching: They save you time by automatically creating ads based on your website content.
• Relevance: Ads are more relevant to what people are searching for, which can lead to more clicks.
• Extensions: Add site link extensions to take users to specific pages, like product or category pages.

Ad extensions also improve your click-through rate (CTR) and can lower your cost-per-click (CPC).

For example, adding multiple site links can increase traffic to your top products.

Google will pick the best extensions for each auction, so it's smart to use all that apply to your business.

Keep in mind that DSAs are best for online stores with many products.

They do a lot automatically, but you'll still need to watch your campaigns and make changes when needed.

Google Remarketing Ads for Search

Google Remarketing Ads for text ads that appear to audiences that are more familiar with your brand...

Or have previously visited your website.

Either from previous campaigns or your branding efforts.

These are crucial components of your Google Ads' ecommerce strategy.

They serve as an effective tool to drive more sales on your ecommerce platform.

Remarketing ads are not just a decisive way to ensure your ads are seen by hot audiences—i.e., customers who are already familiar with your products or services.

They are also cheaper to run than cold Google Ads.

Long story short, these ads have a lot of potential to push for extra sales.

Audience Segments for Remarketing

Set up the following as audiences in your Google ads account:

1. Google’s Audience Segments: Google provides pre-packaged audiences with:
   • Detailed demographics (marital status, homeownership)
   • Affinity segments (interests, hobbies)
   • In-market segments (users ready to purchase specific products)
   • Life event targeting (significant life transitions such as marriage or moving).
2. Remarketing Audiences: This includes website visitors, app users, YouTube interactors, and customer matches (users who've provided personal data).
3. Similar Segment Audiences: These are lookalikes or similar audiences to your remarketing lists, helping in acquiring new customers who exhibit similar online behavior to your best customers.

Strategies for Using Google Search Ads for Remarketing:

1. Bid Adjustments: Tailor bids for users on remarketing lists, increasing bids where users are particularly valuable, like those who viewed a contact page but didn't submit a form or visited a shopping cart but didn't complete a purchase.
2. Targeting Based on User Interaction: Use RLSAs to target users based on their previous interactions with your website or app. This includes targeting users who have visited specific pages or completed certain actions on your site.
3. Ad and Landing Page Customization: Don't use the same landing page for these audiences. Tailor ad text and landing pages to users based on their previous interactions with your site. For example, offer existing customers a discount on their next purchase.
4. Upselling to Converted Users: Target users who have completed a purchase with ads for related products or services.
5. Excluding Converted Users: Avoid showing ads to users who have already completed the desired action on your website, i.e. purchasing a product.
6. Competitor Term Bidding: Bid on competitor terms but only show ads to users who have already visited your site. This strategy is useful for staying top-of-mind with users who are comparison shopping.
7. Testing Brand Campaigns: Create brand campaigns targeting either new visitors only or returning visitors, depending on your strategy.

Optimize Google ads for Remarketing.

Your copy strategy for remarketing ads needs to be different.

The key is personalizing and tailoring your message based on the user's previous interactions with your site.

These ads regularly drive sales for our clients.

Your copywriting should include:

• Special Offers for Returning Customers: If a user has previously made a purchase, your ad copy can include a special discount or offer to encourage repeat purchases.
• Relevant Product Suggestions: Your ads can highlight similar or complementary products for users who have browsed certain products but haven't purchased them.
• Urgency and Exclusivity: Create a sense of urgency or exclusivity in your ad copy for users who have shown high engagement but haven’t converted yet. This might involve limited-time offers or exclusive deals. Bring back the traffic to your website.

By effectively segmenting your audience and tailoring your ad copy and campaign strategy to their previous interactions and behaviors, you can enhance the relevance and effectiveness of your Google Search ads for remarketing purposes.

Optimizing Your Ads for Maximum Performance

Ad optimization is a game-changer.

Many clients who use Google ads come to us without doing any optimization work.

This is a massive missed opportunity.

While you're running ads, Google is collecting data.

• Your best locations
• Your best keywords
• Your best angles
• Your best products

Knowing these is key to optimizing your ecommerce campaigns. Even beyond Google.

Set up your Google ads but run regular optimizations.

Let's dive into the nitty-gritty.

Writing Compelling Ad Copy for Your Online Store

Writing compelling ad copy that stands out can be simple.

Most Google ads are selling.

But the approach we've seen work best is tapping into your customers' emotions.

Steal these Google ad Headline Angles:

1. Fear: "Don't Miss Out On..."
2. Curiosity: "Discover the Secret of..."
3. Competitive: "Stay Ahead With..."
4. Time Saver: "Get Quick Results With..."
5. 5. Positive: "Feel [Positive Emotion] With..."

Consider these points:

• Focus on what the customer needs and how your product can help.
• Highlight any special deals or offers you have.
• Keep it short. Ads that get to the point are more likely to be read.

Here's a template:

[Offer + Brand Name] | [Social proof or angle] | [Call-to-action]

Google Ads Bidding Strategies

Choosing the right bidding strategy for Google Search Ads is key to ad performance.

Here's a quick look at some options:

• Manual Bidding: You call the shots on what you pay for each click.
• Enhanced CPC: Google tweaks your manual bids to help you get more conversions.
• Target CPA: Google uses your conversion data to get you the best bang for your buck.
• Target ROAS: This one's all about getting you the most sales for your spending goal.

Automated bidding strategies like Target CPA and Target ROAS use machine learning. That means Google does the heavy lifting, adjusting your bids in real-time based on how likely someone is to take the action you want, like buying something or signing up for a newsletter.

Manual bidding is a good starting point if you're new to Google Ads. It gives you control and helps you understand how bidding works. But remember, it can be more time-consuming.

If you're using automated strategies, you'll need data.

For Target CPA and Target ROAS to work their magic, you need a solid history of conversions. Google suggests having at least 50 conversions to start in the past 30 days.

Each strategy has its own perks, but it's all about testing and tweaking until you find the sweet spot for your goals.

Optimize Your Google Ads for Better Results

Getting better at Google Ads is like a game where you learn and level up.

You start by setting up your ads and then watch them. Think of it as a cycle: watch, learn, and make them better. Here's what you do:

• First, you check how your ads are doing in your Google Ads dashboard and look into your Google analytics.
• Next, you figure out which ads are text ads are doing well (high ROAS or high conversions)
• Then, you try out changes, like different ad copy or different pages to send people to.

This isn't just a one-time thing. You keep doing it to make your ecommerce campaigns work as efficiently as possible. It's not too tricky, but it's super important. Soon, we'll talk more about knowing if your ads are winning and how to test new ideas correctly.

Analyzing Ad Performance Metrics

Some key metrics you should be looking at

• Click-Through Rate (CTR): This tells you what percent of folks see your ad and then click it. High CTR means your ad grabs attention.
• Conversion Rate: It’s about how many clicks turn into buys. To get this, divide the number of conversions by the ad's clicks.
• Cost Per Click (CPC): This is how much you pay each time someone clicks your ad. You can change this amount. If you think mobile clicks are less valuable, you might pay less for them.
• Return on Ad Spend (ROAS): This tells you how much money you make for every dollar spent on ads. It's a big deal to determine if your ads are working well.

Google Ads has tools to help, too. They give you an 'Ad Strength' score to improve your ads. Also, bid adjustments let you spend more or less on clicks based on who clicks.

Remember, not every click makes money. Even if an ad is perfect, it can cost too much. So, it's smart to start with a small test. Use what you learn to make your ads better over time.

A/B Testing and Continuous Optimization

A/B testing helps make your ad campaigns better. You can try out different ads to see which one people like more. This is like choosing between two ice cream flavors to find out which one is the most popular. When you know which ad is better, you can use it to get more people to buy what you're selling.

Here's how to do A/B testing step by step:

• Choose what you want to test, like headlines or videos.
• Make two versions of your ad, each with one different thing.
• Show these ads to people and see which one does better.
• Pick the winner and use that in your campaign.

Continuous optimization means always looking for ways to make your ads even better.

Conclusion

Effective keywords, compelling ad copy, and strategic use of ad extensions are also crucial. With the right structure, your ads will appear for the right queries, optimizing your budget and improving your reach. Apply these insights and continue to analyze and refine your campaigns. The success of your eCommerce store can soar with the thoughtful application of these Google Ads strategies.