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eCommerce AdWords: Proven Tips To Generate Orders

April 25, 2020
3 Min Read
eCommerce AdWords: Proven Tips To Generate Orders

Every eCommerce business wants to sell more of what it has to offer. Fortunately, in the eCommerce world, there's a market for everyone.

eCommerce is an exciting and growing industry. According to Shopify, global eCommerce is expected to experience $4.5 trillion in sales in 2021. To reach this large expectation, eCommerce sites must generate more orders and increase AdWords conversions.

So, how can they do that? That's a loaded question, but in this blog, we'll cover how to use eCommerce AdWords to generate more orders.

eCommerce AdWords Tips

If you want your online business to thrive, you should be utilizing Google AdWords - a system that gives advertisers important decision making capabilities regarding digital ad placement.

It allows eCommerce businesses to reach more potential customers and gain 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 will aid in driving online revenue:

  • Ad extensions
  • Remarketing
  • Single keyword ad groups (SKAG)
  • Google shopping
  • Ad copy testing

Ad Extensions

Say goodbye to generic search ads with just a simple headline and description. With ad extensions, take up more ad space and present more information to those who see your advertisement.

Not all ad extensions are made equal. Although there are several to choose from, we pulled out the three best ad extensions for eCommerce businesses to use.

Site Link Extension

Place links to additional website pages beneath your standard ad copy and link. Site link extensions provide quick and convenient ways for users to click into specific pages within your site.

Review Extension

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? 

Promotion Extension/Callout

Promotional extensions allow you to highlight specific offers or sales that are relevant to your target customers. 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 site links. However, callouts don't include links. A callout essentially provides extra ad space to 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 and adding the cookie ID 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.

Google Shopping

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.

Broader product categories may expose your product to more people and increase reach but won't bring in the most qualified traffic. There is no way to ensure qualified traffic without specific product categories, so tailor your categories to your target audience to ensure your products get in front of your targeted customers.

Finally, remember to include high-quality product 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.

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!


eCommerce AdWords is an incredible tool for businesses to use to get their products in front of potential consumers. Its many features help optimize each campaign and generate more orders.

If you're looking to make your ads more interactive and engaging for users while increasing average CTR, then implement ad extensions.

If you want to place highly specific ads in front of users who already visited your site, we recommend remarketing with SKAGs to target more qualified users and invite them into your site.

Remember that experimentation is your best friend. What may work well for one eCommerce brand may not work well for another. Experiment to gather real data about what tactics work best for your business.

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About the author
Internal Marketing Manager

Spencer Flaherty is an eCommerce blogger who loves exploring the latest trends and technologies in the industry. From chatbots to virtual reality, they cover it all.

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