Google Ads for E-commerce: Strategies to Drive Sales and Scale Your Business

Google Ads has always been on the top list for any e-commerce marketing team. And driving insane traffic from its legendary search engine, Google Ads for e-commerce is one mighty way to promote your products to the right audience. Clocking in figures upwards of 8 billion searches in a day, Google is leading the search engine race. So, why not cash in on the search hype? 

We have done all the hard work for you. This post will help you with the right strategies to drive sales and scale your e-commerce business. 

Tips to optimize your Google ads for e-commerce

You should start with these basic tips when setting up Google ads for e-commerce to ensure they are successful.

Create the right structure for your Google Ad campaign

The best way to structure your ad campaign is your very own navigation menu. Top-level pages will have categories of products, while the subcategories should contain the brands. Optimizing your campaign in this way will help you to make easy budgets and make controlling it quite easy. 

This is because it can help with creating ad groups or grouping keywords. Plus, it also keeps everything organized and clean for the team.

Link your bestsellers with your Google Ads

Now that you have your store categories set up, finding bestsellers will be easy. There are bound to be a few bestsellers in your store in certain categories. So, instead of redirecting users to the general category page, it is a good idea to redirect them to the specific product only. Being the bestseller, people are eventually going to buy that only. So, why add an extra step in the sale process? 

Text ads can be a great option to hyperlink your bestsellers. Set up similar ad campaigns and monitor their performance to check which ones perform the best.

Use Google Ad extensions the right way

Google Ad extensions are brilliant ways to tweak your Google Ads for e-commerce with helpful features. Make sure to implement them before rolling out your ad. Set up all the compatible extensions, as this will enhance your chances of ranking higher on search pages.

The price extension is a must-have for e-commerce businesses, as this allows them to highlight the selling price of the product right within the text of the ad. This makes it quite easy for shoppers to spot the price. Other important extensions to have enabled include structured snippets, callout extensions, promotion snippets (if any promotional price is active), and site link extensions, among others.

Bid with specific product names and SKUs

Remember to bid heavily on keywords with product names and other SKU details since they have very high conversion rates, despite the low search volume. If someone wants to buy a laptop and searches for the best laptops, chances are they are in the very initial stages of their purchase. On the other hand, if a person looking to buy a laptop searches for “Dell XPS 13 2024 model”, chances are they are ready to buy that particular laptop.

So, while such keywords might have low search volumes, the conversion rates are massive, and therefore bidding high on such keywords makes the right sense.

Leverage In-market audiences with Google Ads for e-commerce

Make sure your Google Ads for e-commerce campaigns are better able to leverage the in-market audience. In simple words, the in-market audience is going to be a subset of your main audience. Let’s better understand the concept of in-market audiences with this example.

Imagine you are an online retailer of car wheels and other car accessories. So, your audience is going to be those buyers interested in getting new wheels for their cars. But what if you could advertise to another audience interested in car accessories? A user interested in car wheels is eventually going to buy car accessories as well. While these buyers might not immediately buy from you, your ad can give the right impression for a future sale. So, to sum it up, the in-market audience in this case is going to be the users interested in buying car accessories.

Your Google ad campaign should be set up in such a way that it can reach that particular audience group.

Dynamic Search Ads

This tip is for those e-commerce businesses with a massive catalog of products. If enabled, this new tool from Google Ads will scan your full website for the in-stock inventory and automatically create ads based on what it can find. Dynamic Search Ads is perfect for those with a massive inventory of products but don’t want to go through the hassle of creating ads separately for each product. Do note that this takes away a bit of granular control over your ads but in the right hands, it can be a real-time saver.

Continue maintenance and optimization for your Google Ads campaign

Is one of your ad campaigns delivering exceptional results? Great news! But that is no reason to stop maintaining and optimizing the ad campaign. Make sure that even the best-performing ad campaigns are scheduled for regular maintenance and optimization to ensure that the strategy doesn’t get left behind to rot. Regularly check insight reports and verify that rouge searches are not affecting your daily budget.

Keep checking regularly. This is especially true if you have a very old account that has gotten a bit stagnant.

Test everything

The last advice we can give you is to test everything. Things in the online scape are transforming quite rapidly, and therefore you must always be testing out new strategies to thrive. One cool trick is to use Google Experiments set up within Google Ads. This is an awesome sandbox experience that allows you to test different versions of a particular ad campaign against the original. Quite the helpful move in shaping your online marketing strategies.

The key to success for your e-commerce business with Google Ads lies in staying up to date with the latest trends and tools on offer. There is no one-size-fits-all approach for Google Ads for e-commerce and therefore, testing out strategies is key to finding the right path forward. Try a few tips at a time and see what works best for your e-commerce store.

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