Google Ads is a value-driven marketing platform that consists of many components.
The biggest mistake online store owners make is they keep their entire focus on organic traffic and completely ignore paid ad campaigns to generate leads.
However, the fact is that you can only get good results if you use the right mix of both these approaches.
Related: Campaign Groups in Google Ads Account
If you haven’t created an e-commerce Google Ads strategy for your online store yet, this post will guide you through the process.
Here are the top Google Ads automation strategies for your ecommerce store:
1- Know Your Target Audience’s Needs
The first step in creating a foolproof Google Ads strategy for your e-commerce store is to research your customer’s needs.
Simply put yourself into your audience’s shoes and offer the best possible solutions. Provide the answers that your prospects are looking for while searching for different products online.
Your research should be based on the fact that people love appreciation and timely help. You must leverage both content and message to fulfill your and your customer’s needs.
Researching your target audience’s needs helps you better address the problems that they have been going through.
Your business should reflect the image of a one-stop destination for your customers that they can rely on for their buying needs.
Knowing your customers is a multistep process. You start with your customer demographics. For this, you can use a simple ad extension tool called Alexa.
Related: Alexa SEO: Complete Guide
Once you have successfully determined customer demographics, the next step would be to understand your customer’s buying cycle.
By doing so will help you create an all-inclusive google ads strategy for the online store that will generate quality leads and also convert those leads into long-term customers.
Related: Marketing Agency Directories To Get You The Best Leads
2- Optimize Your Landing Pages
Relevant and optimized landing pages are the most overlooked aspect of paid search campaigns.
That’s perfectly okay if you’re keeping your focus on bids, funneling, and ads testing methods. After all, you have to attract more and more prospects to click on your ad.
But is your website ready to provide the utmost customer experience when people click on your ad and visit your website?
Remember, the ultimate objective of using PPC ad campaigns is to increase sales and boost conversions.
With an effective Google Ad, you can drive more traffic to your website.
But isn’t that just the first half of winning?
If landing pages on your website are not relevant and optimized, you’ll miss out on an opportunity to convert customers who already have visited your website because of your successful ad campaign.
Related: PPC Tips To Improve Campaign Performance
So what you can do is maintain a proper balance between your keywords, ad, and landing pages so that all of these aspects can contribute to increasing CTRs and conversions.
All in all, by optimizing your landing pages, you’ll be able to create more value-driven and converting ads that will help your customers understand your brand message and convert.
3- Conduct a Competitive Audit
Did you know spying on your competitors helps you build better targeting strategies?
If your competitors are doing well both in terms of keyword optimization and funnelling, you can conduct a competitive audit to unveil their selling secrets.
There are different tools available online that you can use to do this research. Interestingly, you can also see how your competitors have curated their ad copies.
You can use this info to create better ad campaigns that will grow your Shopify store in no time.
Related: Shopify SEO Guide
4- Create a Unique Selling Proposition (USP)
USP, also known as Unique Selling Proposition, is a critical factor for your Google Ads campaigns.
Even if your ads are compelling enough to grab your audience’s attention, it won’t be that easy to achieve the desired conversions unless you can successfully communicate to them the real worth of doing business with you.
Keep in mind customers are more interested in buying benefits than the products.
According to Entrepreneur Small Business Encyclopedia, ” The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.”
Simply put, USP is something that differentiates your products from your competitor’s products.
In other words, if you’re able to create and offer something that others are not offering at the moment, it will become easier for your brand to market it.
‘Let your work speak for itself’ isn’t wrong, but this isn’t something you can completely rely on in today’s aggressive online selling environment.
If you fail to let your customers know why they should prefer your brand over other equally beneficial options, you’ll eventually struggle to generate leads and achieve conversions.
Especially when it comes to Google Ad campaigns, a well-built USP will keep everything in order.
So how can you develop a winning USP that can help you earn more buyers?
It’s important to understand that proving your worth is no one else’s responsibility but yours. Present-day customers are more sophisticated and informed than ever, making them a hard nut to crack for online store owners.
Do not try too hard to sell your products or services as customers can quickly identify the tactic. Your role as an online seller is to implement strategies that help you sell smarter.
The next important thing you may want to consider is the suggested bid. To increase the chances of your ad to get more visible in search results, you have to ensure that your bid equals or exceeds the recommended bid.
5- Leverage Negative Keywords
To maintain the integrity of your Google Ad campaigns, make sure you optimize and utilize negative keywords.
Google Ad and Microsoft Ad Campaigns both allow users to include negative keywords that they don’t want to target in their ad campaigns.
By highlighting what your product or service doesn’t include, you prevent your ads from showing on searches that do not match up with your offering.
For example, if you offer anti-aging cream, you can exclude the terms ‘youth’, ‘teenagers’ that aren’t your targeted demographic.
6- Create Converting Ads
Once you know your target audience, you can write a perfect Google Ad within minutes.
A Google Ad comprises multiple components, including headlines. Make sure the heading is attractive enough to grab your audience’s attention in the shortest amount of time.
Related: Google Ad Formats – Complete Guide
To create a Google Ad campaign, click the ‘+campaign’ tab available on your Ad dashboard. At this point, you can select where you want your ad to appear. You can also give a title to your campaign at this stage.
The next step would be to choose locations and languages. Set your CPC bid. This figure entirely depends on your offer and how much you’re willing to pay per day.
If you have just started out, your spending shouldn’t exceed $70 per day. After fixing the budget, you can now enter your ad copy. Fill out all the required details, including Ad group name, headline, descriptions, effective landing page, etc.
7- Use Every Relevant Ad Extension
Ad extensions are another critical element that upgrades the overall functionality and performance of your ads.
Related: Best Google Ad Extensions for Ecommerce Businesses
There are many extensions available on the dashboard. For instance, you can use site link extensions to add extra links that your website visitors might find valuable.
Other than that, there are callout extensions, location extensions, and structured snippets that you can use for your benefit.
8- Prioritize Media Spend
Identify areas that contribute most to your overall customer engagement. Based on this info, you can optimize your PPC campaigns.
There are many industries that target their customers on the basis of their locations. But even if your product does not depend on your customer’s location, you can still use geotargeting factors for your campaign optimization.
The idea is to keep your customer’s needs in mind before you plan Google ads for your online business.
Conclusion
In conclusion, Google Ads are one of the essentials of content marketing. If done right, it’s proven to generate leads and increase conversions.
Have you ever used Google Ads for your online business? What things do you feel one must pay attention to before designing an ad campaign for their online store? Let me know in the comments section below 🙂
