22 Oct 2018
It’s safe to say the world of ecommerce is currently growing at a rapid rate. With a forecasted $2.86 trillion to be spent this year by shoppers online, there’s never been a better time to be in the ecommerce business.
Google Adwords (now known as Google Ads) is still one of the power houses when it comes to driving traffics to online shops. Using the advertising platform, shop owners can show targeted ads to users when they are searching for what they are selling.
After constantly tweaking campaigns to improve the performance, results can start to plateau. Consistently providing the same results month on month, without any growth.
But as a retailer you want more sales.
Fortunately for you there are plenty of techniques you can apply to your campaigns and start increasing their performance right away!
This post is going to walk you through some ways of getting more from your campaigns, some simpler than others. Some of them you may already be using and some you may just not be able to wait to start using.
Shoppers are pretty savvy. So it’s very possible they will know the exact product details that they want to purchase.
By creating campaigns in which the keywords represent the product IDs of your products or SKUs (for applicable products) as the search query. You can pick up users in the very bottom of the sales funnel and take them straight to the relevant page on your website.
Because these users will be at the bottom of the funnel, they’ll be highly engaged and likely be ready to buy. Huge potential here!
If you don’t know what these are then you could be potentially missing out on a wealth of conversions.
In 2017 these accounted for 75% of clicks for online retailers. They bring users from the search results page straight to a product page. And as these are presented in visual format, the users arriving on your website are much more engaged.
Unlike normal search ads which are in text format, shopping ads are shown to users in a visual format.
And as you’ll be able to see below, the shopping ads take up alot of the search result pages’ real estate :
Shopping ad campaigns are created by submitting a product feed to your Google Merchant Center account.
The merchant center account is then linked with your Adwords account, where you will create your shopping campaign.
The product feed which you submit can also be optimized to improve performance. Doing things like improving the quality of product images and rewriting product titles can really make a huge difference.
These types of campaigns are a great way for users to see the product you are selling visually, before arriving on your website.
RLSA’s are a brilliant way to improve an Adwords campaign performance.
They stand for Remarketing Lists for Search Ads and I love them.
What they let you do is adjust your campaigns to make your ads more visible to users which have already been onto your website but haven’t converted.
Lets say a user comes to your website, they view a few product pages and maybe even add something to their shopping cart. Then they leave.
What RLSA’s let you do is to is adjust your bids to show ads to users who are searching again using keywords that trigger your ads.
But this time, you can increase the bids to increase the likelihood of them clicking on your ad to try and get them back onto your website.
Returning visitors convert typically 2x better than new users. So getting users back to your website that haven’t purchased anything previously has huge potential.
To create them, we build audiences using Google Analytics that meet certain conditions. And then we add those audiences to our Adwords search campaigns.
Following on from RLSA’s, we have their big brother. Remarketing Ads.
These types of campaigns show display ads to users which have been onto your website, shown a high level of intent but not converted.
Example Remarketing Display Ad
Unlike RLSA’s, Remarketing ads are shown in visual format on websites using the display network.
The user isn’t actively typing in search queries into Google to find your products, they may be reading the news or catching up on the latest post from their favourite blog.
Example : a user comes onto your website, adds several products to their shopping basket and then leaves. Using remarketing, we can show ads to them again to try and bring them back to your website and complete their order.
If you didn’t know already, Google’s Display Network reaches about 90% of internet users and covers around 2 million websites. That’s a huge opportunity.
Smart Display Campaigns give you access to some of the most advanced automated technology from Google.
What the campaigns do is go out and find highly targeted traffic to bring to your website.
They’ll show your ads to the users which they believe are most likely to convert at your target CPA.
If you’re new to display advertising, this is probably the best place to start as it really simplifies the setup and management process. Or if you’re already running display campaigns already but it’s taking too much time to manage, this can be a great way to run campaigns more effectively.
All you need to do is provide the campaigns with your logo, headlines, descriptions and images. Then the Smart Campaign will take care of the rest.
The only major downside is that you’ll need to have picked up at least 100 conversions on search and 50 on the display network over the past 30 days. So unfortunately this isn’t available to everyone at the moment.
Smart Shopping Campaigns are a hybrid of both Smart Display Campaigns and Shopping Campaigns.
Using Google’s machine learning technology, these campaigns will take your product feed and show your ads across their networks automatically. So you don’t have to do anything except create the campaign.
Unlike normal shopping campaigns which only show on the search results page, smart shopping campaigns are shown on :
Your shopping and display remarketing campaigns are combined as well as the use of automated bidding and ad placement to show your products to shoppers most likely to buy.
These campaigns show Product Shopping Ads and Display Ads to users, which are created for you automatically.
The good thing about these campaigns is that they are intended to maximise the value of the conversion on your website within your set budget. You tell the campaign what you want your return on ad spend to be and everything will be optimised automatically to try and meet those goals.
Similar to Smart Display Campaigns, you’ll need to also have at least 20 conversions in the last 45 days in an existing shopping campaign in order to be eligible to create a Smart Shopping Campaign.
On larger ecommerce websites selling a lot of products, it can be difficult to to ensure that you are advertising on all relevant keywords.
Dynamic Search Ads are really good (and simple) way to find customers searching for what you are selling using keywords that you may not already be targeting.
What DSA’s do is show search ads to users when they’re using search queries related to the content on your website.
So for instance, a user could be searching for “quick delivery striped blue round neck t-shirt” which you aren’t targeting as a keyword in a normal search campaign. So Google will show your ad if they feel you have a closely-related page on your website.
The campaigns will also determine the most relevant landing page to send the user to as well as creating a relevant headline on the search ad.
The targeting works by breaking the campaigns into categories that arranges products by their theme.
An example product grouping for for a clothing retailer would be T-Shirts, Hoodies, Jeans and Coats.
These types of campaigns are ideal for picking up extra sales for search terms that you aren’t already advertising on.
Because we’re such a good team of people here at Conversion Hut, we thought we would give you one more – On The House!
Bing’s market presence is growing fairly quickly and it’s now become a viable marketing channel for many online retailers.
Offering many of the same tools that Adwords does, Bing Ads can usually provide a healthy ROI from PPC campaigns if the demand is there for what you are selling.
It’s reasonably straightforward to setup and you can even automatically import your existing campaigns from Google Adwords.
If you haven’t tried Bing Ads already, it’s probably worth taking a further look at. We have clients that have grown their conversions significantly with the use of Bing Ads paired with Google Adwords.
I really hope you’ve found some valuable insights as to how you can grow your ecommerce campaigns using Adwords (And Bing 🙂 ) or maybe given you a few ideas to try out.
If you have any questions at all, please feel free to drop them into the comments section and i’ll get back to you asap!
On January 15, 2019 | by Dale B