For the dynamic remarketing ads, you’re doing exactly the same. Remarketing Ads are a special type of Display Ads that appear on other sites to people that have visited your website. For most people new to Google Ads, they don’t really know what’s going on. What do you think? The biggest difference between the two is that with Smart Shopping, Google will automate a lot of the things that you do manually with Standard Shopping Ads. (I’ll show you in the “Experiments” section how to effectively test bidding strategies). for(var f in fieldMap) { YouTube continues to change names, which makes it quite confusing. So if you’ve decided to start with Google Ads, or want to get better results from it, this guide is for you. There is a report where you can see which assets are most effective: Besides the ads, the main difference between static and dynamic remarketing is the tracking code you need to put on your website. For more details on retargeting visitors have a look at the section on Remarketing Ads further in this guide. Google knows this because of the tracking code you have placed on your (website. }); Ana Gotter is a freelance writer specializing in social media and content marketing, though she writes on a variety of other niches and subjects. All Rights Reserved. If someone clicks on that initial card, they can see the actual products that match the search query: These ads appear mostly on mobile for very generic category searches like “cookware” or “mattresses”. So if you have the wrong keywords in the title, Google won’t always match you with the right queries. (Manual CPC). They are a good example of an aggressive remarketing program. Here is an ad I got after visiting mahabis.com. Part of the complexity for people new to Google Ads is that there is no such thing as a “Google Ad”. // fieldMap will map the source data to the fields cssClass: "d-hubspot-form", If you use Dynamic Search Ads, you don’t have to bother with any of these. You can create separate ads for visitors to specific pages on your site, but all those visitors will all see the same ad. This is a really important step. Share. Your comment in regards to targeting the chainsaw model numbers and so on on the article… if you got the time you can also do the same thing but in a more precise way using negative keywords too, FYI. Creating a video like the one I showed above requires A LOT of budget (think $250-500k). hbspt.forms.create({ Another common mistake is the selection of the bid strategy. So in this Google Ads guide for ecommerce businesses, I’ll take you through the whole platform and show you what to focus on for maximum impact. Infrastructure: email capture, cart abandon, welcome, repeat program, etc. Google Ads is a platform that allows you to advertise in different places, using different campaign types and different ad formats. Display Ads (and more particularly the tracking codes that power them) are the reason more than 2°% of Internet users use ad blockers. Quick question: you mention the budget in terms of a month, is there a reason to do a month versus 2 weeks? Bid more on in-season, competitive items that are likely to be in high demand at the moment for a better chance of driving sales. I will translate your article into Persian soon and publish it on my blog. Important tip: be sure to add your Audiences to your campaigns as Observation, not Targeting (as that would exclude all other visitors from your campaigns). A good structure ensures the right ad appears for the right search query. Firstly just keeping same budget is 2 weeks not long enough for insights, and secondly what about just halving to $10/day for two weeks where the daily budget is the same but not the final? But by now, you should have a pretty good foundation: You’ve learned the interface, know your way around various reports, learned basic Google Ads optimization tactics like negative keywords and bidding. The initial goal is not to develop a fully-fledged sales channel. Google remarketing takes the search power of Google and enables you to reach your target shoppers – those who are already familiar with your brand and products – … If so, what works best for you? These are extras that Google adds to your ads. On others, you’ll have to add the feed manually. Share +1. But seeing that they are appearing for TOFU (top of the funnel) searches, they help with visibility and might play an assisting role in the conversion. It’s urgency combined with a little bit of loss aversion, and it’s downright effective. If you want to know more, check this solid tutorial on what scripts are and which ones to use. You can do this in ad copy for search ads to help you stand out, adding the deal in your heading. This basically is a big spreadsheet with all of your product information. So if your budget is small, keep the number of products/keywords low. Especially because many of the ads you see (of companies with big budgets) look really good. One of the most powerful Google ad types for eCommerce is Shopping ads. But as with pretty much all of these intermediate sections, it depends on the situation. His goal is to cut through the BS when it comes to ecommerce advice and provide you with tactics and strategies that will make you more money. There are 2 big groups of remarketing campaigns: static or dynamic campaigns. They help you grab more real estate in the search results, increasing the chance of a click. Reap all the benefits Google has to offer and ensure your brand is reaching more customers with these 5 tips for Google Ads optimization. Then, when you’ve got conversion data coming in, you can start to test automated bidding strategies like Enhanced CPC or Target ROAS. They usually show up most if you’re showing up in position 1-2 of the search results. Google Shopping ads show up in the search results. Wow Dennis its a lotta work and you have organized it in such way that it’s easier for a beginner or an advanced user. Just another great way of doing the same thing but in a better way. They integrate very well in the YouTube interface, and users are forced to watch (at least part of) them before getting to why they are on YouTube in the first place: to be entertained or to learn something. You can learn more about how to use negative keywords here. Results-wise, they haven’t produced anything amazing yet for my clients. Next, you can get the details on the quality of the information you’ve provided: I can’t predict which errors and warnings you’ll see. Have different campaigns with targeting options and within have different ad groups with more specific things. These ads show up on top of Gmail inboxes: Once clicked, they open up like a regular email, but show an ad instead. For many ecommerce businesses, Google Ads is one of the main marketing channels. So If you can afford to get professional help, you can tap into all of the expertise they’ve built up creating these videos. Share your thoughts and questions in the comments below! Their official name is TrueView Ads For Shopping. So which ones should you use? If I’m selling fishing gear, I might select the topic of “Adventure travel”, because I’m looking for fishing enthusiasts that are traveling to find great fishing spots. Personally I find Display Ads are a remnant of the past. Sounds good Hamed, let me know when it’s up! So if you’re starting out, use Manual CPC and move on for now. These aren’t just nice to have but can mean the difference between making, or losing money. Keep it up. While the other one runs perfect Google Ads campaigns, it still loses money with every click. How long does it usually take for people to purchase? I’m not saying it’s not worth it, but it might be good to start with the default ones to test the waters and invest more money into it once you see some traction. The most common alternative is to do as well as you can, but with a lot fewer resources. By AdNabu 0 Comments. Here is what that looks like for watch retailer MVMT: These are great to link a video with some actual products, so be sure to check them out. Once you have created your ads and uploaded them to YouTube, it’s time to start creating a campaign around them. If a visitor searches for a specific product, there is a better chance they will actually end up buying. I usually only do this after I’ve completed the bulk of the work on the campaign. 🏆 The goal of this course is to set up Google Ads and implement three strategies to start making more sales. Hi, Thank you so much for your useful article. But on YouTube you get access to a couple of interesting ones: For more details check this complete list of YouTube targeting options. Depending on which networks your campaign is targeting, and whether you want to focus on getting clicks, impressions, conversions, or views you can determine which strategy is best for you.In this article, we'll describe how to use your advertising goals to choose your bid strategy. Another way to run more efficient campaigns is to allocate your budget to products that are selling well, have a good margin or a good overall profit. For static remarketing ads, these assets are headlines, logos, images, descriptions, and even videos. if(window._src && window._da) { This is the ad type most people refer to when they talk about Google Ads. Nik has a Facebook group that I recommend joining if you’re doing any type of work for e-commerce businesses when it comes to Google ads. If your goal is to make more sales for your e-commerce store, “Maximize Conversions” is the way to go. Two stores that do have the same budget and start the same Google Ads campaigns might see very different results. When users are ready to buy now and are just trying to find the right item, you want to make sure that you’re showing up in those searches. The above Mahabis ad is an example of that. God Bless You. If you target keywords on the Display Network, you tell Google to show your ads when a specific page or website matches the keyword you provide. These companies have all paid for this incredible visibility, which is why that “Sponsored” tag is showing up in the top corner. The click data is the most important part of the report, this is where you’ll see what’s working and what’s not. So you’ll need to test which audiences deliver you the best results. Love the section on Smart Shopping – it seems to make sense for smaller stores, but definitely has its limitations, Hello – With the 3 tier Google Shopping structure (top funnel, mid funnel and bottom funnel) – what bidding strategy would you recommend for each tier? Most people aren’t big fans of how the “default” ads look. Pick keywords that are too general, and the visitors you’ll attract are also less probable to buy. In general, eCommerce companies looking to drive brand awareness should use Facebook ads, while brands looking to drive sales should use Google Ads. My biggest issue with this default setup is that you are paying the exact same amount for any search queries that Google decides to match with your products. Bidding more on high-value products is an excellent strategy for ecommerce companies, especially when it comes to high-intent audiences. // try to populate by looping through hidden fields and getting the exact same data from the source } Google will automatically populate the Headline with dynamic content. (Don’t worry about match types here, you’ll have to use the broad match version). As always, the more budget you have to spend, the more tests you can run to really determine which audiences perform best for you, and the more granular you can make your campaigns. Google is promoting it hard but I’m still not a fan. With Shopping Ads, there is a cut-off, so you want to make sure your most important keywords are at the start of your title. stk: 'source_stacking__c' } Because Google now “understands” what visitors do on your site, you have a couple of interesting audiences in your account: A good start is to target visitors that are most likely to convert: shopping cart or checkout abandoners. You’ll probably get a bunch of different videos out of that material (different intros/CTAs/sequencing, etc.) While Smart and Standard Shopping campaigns actually produce the same ads format, Showcase Shopping Ads actually are a different kind of ad. Instead of trying to create a viral video on a shoestring budget, you can also try to be super helpful. That said, I still run them for clients for whom they deliver solid results ‍♂️. His goal is to cut through the BS when it comes to ecommerce advice and provide you with tactics and strategies that will make you more money. She can be contacted at anagotter.com. 12. If you’ve got some experience with Standard Shopping campaigns, you can run a test. Such a great article on Google Ads in general. Another expert Google Ads tip for growing eCommerce businesses is to separate campaigns for Google Shopping based on elements such as priority, products and terms. You can use all of the targeting options I’ve outlined above. A second piece of having optimized product titles is the word order. If you’re on one of the big ecommerce platforms, there is usually an app or plugin to take care of this. Google support docs have an overview of all bid adjustments. These will show you actual search queries (and the sales data to go with them). Learn more about what we can do for you here, 6 Places To Advertise That Aren’t Google or Facebook. It’s actually called “Google ads for e-commerce, entrepreneurs, and agency business owners”. Apart from the Remarketing Audiences, I probably use in-market and affinity audiences most often. Then you have to start spending to test different variations and run the winners on a larger enough audience to see an impact and a high enough ROI. formId: "da7bc311-2222-42e0-abb4-4df2045ae981", Google Ads can work for businesses of all shapes and sizes. This also avoids getting hung up on details that aren’t really relevant at this point. something. You could, for example, decrease your max CPC by 45% mobile devices. Dynamic retargeting campaigns are an excellent choice for ecommerce businesses. While Google Shopping requires some additional setup and configuration, most of the other campaign types share the same basics. ©2011-2020 • Store Growers - Privacy policy, The Ultimate Guide To Google Ads For Ecommerce (2020). So similar to the approach with Shopping and Search Ads, you want to structure your campaigns in a way that allows you to isolate all of the different parts. As you’re revamping your campaigns for the rest of the year make sure that you’re using these top Google Ads strategies for ecommerce businesses in 2020. You can skip the default look and design your own banners. Google Merchant Center (another free Google tool) is the place where all the heavy lifting happens. Some advertisers might split out some product groups to bid differently for each product. You can learn more about it here. ), Upgrade #2: Add a Responsive Search Ad in the mix, 2 million websites (and apps) that show AdSense ads, Ad group #1: Product viewers (targeting: remarketing audience), Ad group #2: Checkout abandoners (targeting: remarketing audience), Ad group #1: Outdoor Recreational Equipment (targeting: in-market audience), Ad group #2: Fitness Products & Services (targeting: in-market audience), Ad group #3: Sporting Goods (targeting: in-market audience). Google Ads takes serious skill, planning, and time. A good structure makes your campaigns easier to manage and ensures you have good quality scores for your keywords. I might balk at the idea of spending $268 on a pair of pearl earrings in general, but seeing that they’re discounted from $335 makes them seem more affordable. But Google can also show a product gallery like the one Yeti example I just showed you. Cheers. By Expert commentator 22 Jul, 2019. According to Search Engine Land, Shopping ads account for roughly 75% of clicks from non-branded product searches.All queries considered—branded and non-branded—Shopping ads drive around 52% of ecommerce advertisers’ clicks. If you’ve been running your Shopping campaigns for a while, you can also use the Search terms reports as a source of keyword research. That means you have to decide on practical things like: When you get to this stage, there is so much conflicting advice. If you don’t want to shell out $$$ for production, you’ll need to put in the time to make great ads. But whilst it’s easy to forget, running Google Search ads in tandem with Shopping Ads is a good strategy to cover all your bases. They then crunch all of that data and make it available to advertisers like yourself to pick and choose from. (In the screenshot above you can see 7 headlines and 2 description texts. Ecommerce businesses, for example, are going to want to stick to strategies and tactics proven to sell products effectively and at a relatively high return. But you can use the budget any way you’d like to! This allows you to show the full value of the product while making yours seem more competitive. var fieldMap = { You can, and this is an excellent overall strategy. Let’s take a closer look at all the targeting options in Google Ads: The options that are easiest to understand are the demographics. A special type of ad extensions are the automated ones. The Google Ads Editor is a free tool by Google. Moreover, do not forget that Display ads from Google can also help with branding. If anyone could jump into Google Ads with zero plan of attack or strategy … And then work your way up. Bid adjustments go from -100% (turning something off) to infinite increase. The bidding strategy you choose depends on your original campaign goal. What you put on the banners is a whole different discussion. The second tool you need is Google Analytics. Ad Groups. It makes no sense to create ad groups (and ads) for each one of your products is no one is searching for that specific brand or product. Example #2: if you’re selling a couple of different types of air humidifiers, create a product review video comparing a couple of different models. Thanks Angel, happy to hear the article was useful! Because if you’re using the same gtin number as another seller, Google has a little more information about which search queries to show your products for. Here is where a good campaign structure can make a difference. Many people are daunted by Google Shopping Ads, and that’s mainly because of the work that’s involved to get started. You’re in the right place to learn the fundamentals of Google Advertising for Ecommerce. Here is a quick overview of the different match types: If you don’t do anything special, Google will use broad match, the default match type. If there are certain products that you know will be popular at different points of the year, make sure those product titles and descriptions are ready to go. I also use one. That will help turn more people into subscribers. An important thing to mention is that you should try to see if Remarketing Ads work for your business. Clever ecommerce will create custom-made Google Ads campaigns, tailored to grab the attention of the right audience and bring potential customers to your store. The Graph section gives you a quick overview of what’s happening in your account, so be sure to select the metrics that are most important to you. Tweet. When you’re creating the first ad, you literally have a ton of options: There are two types of ads you can create, a “Text Ad” and a “Responsive Search Ad”. The challenge with this is that you have to provide all of the different attributes that Google wants AND provide it in the format that Google wants. There are many benefits of integrating Google Shopping into your marketing strategy, but the top advantage is that Google Shopping has the potential, when optimized and structured for success, to offer you the best ROAS. Ad groups allow you to create themes within a campaign and can help you control the relationship between specific keywords and ad copy. The more granular your ads groups are, the better these ad templates will be adapted to the products that they are promoting. Did you know that you can bid more on certain keywords, or group products into different categories so that you can bid separately on each? So if you don’t open Google Ads very often, things might have changed around a lot. With Text Ads, you’ll often add multiple ones to an ad group and let them fight it out who’s the champ. A common complaint is that it doesn’t look like their brand. Experiments are a special feature in Google Ads that allow you to A/B test every part of your campaigns. That counts for both your keywords and their match type. Need a little help optimizing your e-commerce campaigns on Google? Finally, we get to the “regular” kind of Google Ads. After a while, you can test with enhanced CPC. If you take a look at the COVID-19 pandemic data, it is clear that more and more households are staying home and relying on eCommerce giants for meeting their daily requirements through online shopping. Cheers. So when it comes to deciding how much to pay, there are different bidding strategies available. A lot of the targeting options are the same as on the Display Network. Google calls all of them Responsive Display Ads. They’re not difficult to create, but can be quite time-consuming if you want to do them well. Google Ads is probably one of the easiest and cost-effective ways to drive customers to your business. The reason for that is because they have been around for a lot longer. You provide them with all the assets: headlines, descriptions, etc, and they find the ideal combination. Despite being part of the Display Network, YouTube Ads are a special kind. source: 'leadsource', It’s also an area that’s infested with click fraud. Which Google Ads strategies for e-commerce will you be focusing on in 2020? This second type of mistake is better than the first one, but both are very frustrating starting out. Comment document.getElementById("comment").setAttribute( "id", "ac8256cd5092c096c83cf02682b9ba61" );document.getElementById("g0ad5010c0").setAttribute( "id", "comment" ); Save my name, email, and website in this browser for the next time I comment. The core of Search Ads are the keywords you select where you want your ads to appear. The preferred “choices” eCommerce merchants articulate to us is generally between Facebook (and Instagram) Ads vs Google Shopping (and Paid Search) Ads.. Most companies take this route, but it’s one that’s very hard to do well. Dennis is the founder of Store Growers. This last one is probably too labor-intensive for most stores. Most of all because they are harder to ignore. Google Display campaigns are also managed from the Google Ads interface, but it’s a completely different channel. One such strategy is … Google Retargeting Ads for eCommerce Lastly, but most importantly, no eCommerce Google Ads marketing strategy is complete without remarketing ads. Because if you mix all sorts of audiences together, you have no idea what’s working and what isn’t. While you very well will get some Floridians searching for “winter coat” in May so they can go on an Alaska cruise (hello, that was me last year), most people will be done searching for their winter wear by the end of October in most cases. portalId: "7676851", Reach in-market shoppers with Google Shopping ads … Google Shopping campaigns are a no-brainer for any ecommerce company. Step iii: Choose a Bid Strategy. For a company like Purple, they spend somewhere in the neighborhood of $1-2M per month, just on ads. There always is an “Unknown” group of users that Google can’t identify. Elsewhere, Smart Insights reports that American ecommerce vendors who advertise on Google drive 85% of their paid clicks from Shopping ads. Today I’ve isolated these three factors which are a good barometer of Google Ads’ ecommerce potential: I believe these three things are essential to get right BEFORE you start with Google Ads. The next layer of ads is Remarketing Ads. Some online stores simply don’t have the money to really test Google Ads. } While you could start with any campaign type and see results, it’s not the most effective approach based on my experience from teaching people how to run Google Ads. Because Google Ads is a pretty big platform with tons of different options to choose from, it’s not always clear which of these features are relevant for you. Shopping Ads are going to be your best friend as an ecommerce business. Copy/paste items (saves a ton of time when setting up new campaigns), Edit settings without having to go through the wizard, Work “offline”: helps to prepare a bunch of changes or edits, Link Google Ads and Google Analytics together (you’re now able to import transactions into Google Ads), Enhanced ecommerce to get a better view on the cart and checkout performance, Which search queries you’re showing up for. There’s a lot that you can do with Google for your ecommerce business, and the sky is the limit in terms of what offers you want to promote and how you choose to do so. I know I mentioned in the intro how ecommerce businesses get a ton of sales from Google Ads, but that’s just the average. This means creating a variety of campaigns that use different ad types to target your remarketing lists. But these default groups are just scratching the surface. First up are the networks, these are places where your ads can appear. But with Display Ads, you’re showing up to people that aren’t necessarily searching out your products. Here are a couple of other ideas on how to improve your ads: Ad extensions are an essential part of your campaigns. eCommerce advertisers are OK with good enough performance, when they could get so much more by fixing things in their Google Ads strategy.. A friend of mine, Steffen Hedebrandt – CMO at the eCommerce business Airtame.com, says it perfectly: