Every eCommerce business wants to sell more of what it has to offer.
If you’re anything like me, you probably gravitate toward t-shirts with famous memes on them. The point is that in the eCommerce world, there's a market for everyone.
eCommerce is an exciting and growing industry. Shopify points out that global eCommerce saw $2.3 trillion in sales in 2017 and is expected to experience $4.5 trillion in sales in 2021. That’s a lot of meme t-shirts.
To reach that $4.5 trillion expectation, eCommerce sites need to generate more orders. So, how can they do that? That's a loaded question, but in this blog, we'll cover how to use AdWords (Google Ads) to generate more orders.
eCommerce AdWords Tips
If you want your online business to thrive, you should be experimenting with Google AdWords. AdWords is a system that gives advertisers important decision making capabilities regarding digital ad placement. AdWords allows eCommerce businesses to reach more potential customers and get more conversions.
Although AdWords has a seemingly endless list of functionalities for eCommerce businesses, we narrowed the list down to 5 key tools and strategies that can drive online revenue.
Say goodbye to generic search ads with just a simple headline and description. With ad extensions, you can take up more ad space and present more information to those who come across your advertisement. However, not all ad extensions are made equal. Although there are several to choose from, we pulled out the three best ad extensions to use for an eCommerce business.
This extension lets you place links to additional website pages beneath your standard ad copy and link. With sitelink extensions, you can provide quick and convenient ways for users to click into specific pages within your site. We've included a fantastic example of sitelink extensions from The Meow Shop below.
Customer reviews are a must-have feature for any eCommerce business. If you've received reviews on your Google Business listing, this extension allows you to highlight those reviews on your ad. Wouldn’t you be more likely to purchase a product that you know has been given great reviews?
Below, is an example of an ad with a sitelink AND review extension.
Promotion Extension / Callout
Promotional Extensions allow you to highlight specific offers or sales that are relevant to your target consumers. Keep in mind that showcasing awesome deals on your ads can increase your CTR, and as a result, often cause an increase in sales.
We're also including callouts in this category because they are often used to highlight promotions. Overall, callouts are fairly similar to sitelinks. However, callouts don't include links. A callout essentially provides extra ad space that you can fill with information about your brand and what you have to offer.
The RLSA (remarketing lists for search ads) feature allows advertisers to customize their search campaigns to be specifically tailored to people who have previously visited their site.
Remarketing works by placing cookies on your website visitors device. Then, the cookie ID is added to your RLSA. Each list can be constructed with different criteria. Be sure to make your ads relevant to the list of consumers you are targeting. Your ads should also contain an incentive for users to revisit your site and (hopefully) make a purchase.
Single Keyword Ad Groups (SKAG)
Going by the name, I’m sure you've gathered that these are ad groups with just one keyword. This might seem strange because Google used to suggest using 10-20 keywords in each ad group, but using SKAGs can ensure that your ads are relevant to your entire ad group.
With only one keyword in your ad group, you can create highly specific ads that are completely relevant to the keyword that triggered the ad. Having more ad relevance will lead to more CTR and Quality Score improvement.
As wonderful as text ads are, Google Shopping can make your ads even better by showcasing specific product images based on relevance. Google Shopping does this through AdWords and the Merchant Center.
To get started, you'll want to make sure your titles, product categories and images are fully optimized. Note: your titles should always include the keywords that you want your ads to rank for.
It may seem that broader product categories will expose your product to more people, but it won’t bring in the most qualified traffic. Without specific product categories, there is no way to ensure qualified traffic to your site. Be sure to tailor your categories to your target audience to ensure your products get in front of the right consumers.
Finally, remember to include high-quality images with your ads. In many cases, users want to see the products in action. After all, the product image takes up most of the ad space, so make them shine.
Ad Copy Testing
Think of ad copy like your initial pitch. It should be tested, refined and eventually perfected based on your customer feedback and results. What you think sounds amazing might not perform with users. You can test new ad copy against current ad copy to ensure that the decision you make moving forward is the right one. Copy includes headlines and body copy. Make sure you test both!
AdWords is an incredible tool that eCommerce businesses can use to get their products in front of potential consumers. Within it, there are many featuers that can help you optimize each campaign and generate more orders.
- Ad extensions can make your ads more interactive and engaging for users, increasing average CTR.
- Remarketing lists can be used to put certain ads in front of users who already visited your site. SKAGs allow you to create highly specific ads, targeting more qualified users and inviting them into your site.
- Google Shopping puts images and information about specific products in front of your potential buyers.
- Experimentation is your best friend. It gives you the ability to gather real data about what tactics work best for you.
Have questions about ways to incorporate AdWords for your eCommerce business? We're happy to chat about ways your business can implement Google Ads tools to help your business grow. You can request a complimentary assessment below to get in touch!