E-commerce had boomed over the last few years, especially when online shopping reached an all-time high during the pandemic. With people sheltering in place to avoid catching the virus, many have resorted to ordering everything they need online. Of course, that means numerous E-commerce stores have shot to fame almost overnight. However, these stores also have one secret that helped them enjoy their raging success: Google Ads.
Google Ads campaigns have helped E-commerce websites enjoy incredible clickthrough rates and stellar conversion rates, which are key ingredients to an online store’s success. If you’d like to drive sales with a Google Ads campaign, here’s a step-by-step guide that will get you started:
Step 1: Outline Your Goals
Before you get down to creating a campaign, you must first outline your goals. You can start by determining what you want your users to do after they click your ad, whether it’s to sign up for a newsletter or buy your product. Then, you have to settle on your budget, which is crucial for managing your campaign. Ensure that it’s a realistic figure that will help you achieve your goals.
After you have established goals and a clear budget, figure out what to put on your landing page. If you want to funnel traffic to a specific part of your website—like a contest—make sure you create a particular page for it. That way, people won’t feel confused when looking into what the ad seems to be promising.
Step 2: Know Your Customers
Your next step is to look into your ads’ targets and create the most impact on them with effective messaging. One way to do that is to do thorough keyword research, which will give you insight into the terms and queries your audience is using in relation to your product or service. Your Google Ads keywords must take care of each stage of the buyer journey, be specific to what your landing page is about, and be gathered in lists of around 10 to 20 keywords on a particular topic.
With your keywords, you can now develop a strong message that will resonate with your audience. Draft some messages that you can use to attract your customers before officially launching your campaign that’s sure to make them click on your ad. A great tip to keep in mind is to include your unique value proposition in your message, which will make it easier for your target audience to choose you over your competitors.
Step 3: Set Up Your Campaign
Now that you have your goals and know the people you’re targeting, it’s time to get started on your campaign. After setting up your account, you’ll have to create a new campaign and select your campaign type. Then, you’ll choose your target locations. If you want your ads to reach people in specific countries, you can do so by inputting the place names in the field. You can also make sure people from other places don’t see your targeted advertising by excluding them from the list.
Next, you’ll have to choose a bidding strategy. If you want your E-commerce store to make more sales, be sure to select “Maximize Conversions”. This feature makes Google Ads set bids in a way that gets as many conversions as possible for your daily allotted budget. However, if you want more people to visit your website, maximize clicks instead.
Step 4: Write Down Your Ad Extensions and Ads
You now have to write ad extensions before writing your ads, including site links, callouts, or even product reviews. Ad extensions often include a rating, extra features about your product or service, and links that send the user to different parts of your site. You’ll have to include these in your ads, so make sure you create them first.
Once that’s done, you can now write your ads. Be as straightforward as possible, so your viewers know your ad’s intention. Come up with an enticing headline up to 25 characters, two lines of body copy, and a URL that directs people to the page you want them to visit, like your product page. It’s best to create three to five ads for each keyword group you’ve drafted, then perform A/B testing to find the one that works best. The more you experiment with ad copy, the more likely you’ll find success.
Step 5: Set Parameters for Your Success
Targeted advertising requires plenty of work even after you’ve created your campaign, which means you have to update it frequently. Use the campaign dashboard to check on some key metrics, like clicks and impressions. Doing so will tell you if your campaigns are working the way they are intended.
You can also calculate how much a conversion is costing you and how much money your ads are making by using the data. This is a crucial step, as it helps you figure out whether you’re losing money or getting enough conversions to offset the cost.
The world of Google Ads and paid advertising marketing can be incredibly tricky when you aren’t sure of what you’re doing. Thankfully, this step-by-step guide should provide you with much-needed clarity in setting up a successful campaign that’s sure to convert your prospects.
NextLaunch Marketing is a full-service marketing partner specializing in ads for E-commerce, targeted advertising, content creation, and strategy development. We can systematize and automate your marketing department so you can focus on running your business!