Dropshipping 5 min read
04 Nov 2020

Pay-Per-Click Advertising: How To Use Google Ads For Your Dropshipping Store

Pay-Per-Click Advertising: How To Use Google Ads For Your Dropshipping Store

Facebook helps you connect with several hundreds of people in an instant. It is often remarked as a powerful marketing platform by advertisers as you can share product information with a broad audience conveniently and in a cost-effective way.

However, if you’re a drop shipping business, you may want to reconsider apportioning a hefty budget out of your marketing pocket for Facebook ads. It is because Google Ads, on the other hand, is an even greater platform that allows you to tap different groups of prospects by going through a variety of channels. Pay-per-click advertising is just what you need to explore your brand’s potential for enormous growth.

In addition, with Google Ads for the dropshipping store, you get an advanced user interface and more functions to manage your campaigns successfully; Google Ads is clearly the platform that fulfills your needs comprehensively. The drop shipping business model is surely a cost-effective e-commerce set-up and since you’re a dropshipping store, you might want to strike your target as strongly as possible. Your business model is cost-effective and your only way to grow is intelligent advertising.

Interestingly, Google Ads is just the ideal game for your dropshipping store. With Google Ads, you can use multiple creative strategies that can provide you with a much-needed breakthrough to keep the cash flowing in. Therefore, learning to use Google ads to leverage profitable advertising tactics for a dropshipping store seems essential.

This article is designed to help you learn how to use Google ads successfully for your drop-shipping store.

Target And Bid On High-Value Items

Target and Bid on High-Value Items

As an e-commerce business desperate for growth, you might want to keep an eye on the metric of Return on ad spend (ROAS). The ROAS is your return on every dollar spent on advertising your business. To help you grow your profits in a seamless manner, we recommend you bid for high-value items.

These products allow you to add more mark-up and attract customers by using their powerful positioning. You earn more by selling high-value items. When you decide to bid for high-value items, you’ve a high chance of tapping with people interested in buying luxurious items.

There might not be many brands that enlist in the high-value category. So, you’ve better chances of standing the competition and making your way towards a better impression. On the other hand, people searching for high-value items will be able to see your ad more easily. Thus, you’ve more visibility now and you’re likely to get a higher impression share.

Your impression share is the dividend of the number of views you get from the total views you’re eligible for. To increase your impressions, you might want to allocate more to your advertising budget.

In short, focus on high-value items and increase your advertising budget.

Leverage The Use Of Seasonal Keywords

Shoppers’ sentiments are greatly driven by seasonal products, especially clothing. An outfit that appears in search of summer wear will strike the mind of the shopper as something that fits in the trendy space and they should get it.

You would not want to miss out on these searches. As an e-commerce store, you must learn the tactic of seasonal selling. No matter how good your budget is, if you’re not playing with seasonal keywords, you’re making a huge mistake.

Alternatively, to see your business grow and increase its ROAS, you must leverage the use of seasonal keywords. Infusing keywords in your product tags and descriptions to match with searches for all seasons is a must-do. In addition, we recommend you look through your collection and work on using keywords for festivals such as Easter, Christmas, Holiday, New Year, Halloween, and others.

The reason why businesses get more sales these days is because of intelligent advertising, in short, an infusion of seasonal keywords. Therefore, as a brand working on Google ads, you need to start with the use of keywords. Infuse the ones that are high in search during the holiday season.

Read our Guide on Keyword Research: A Definitive Guide For Ecommerce Websites to find the definitive keyword for your e-commerce store.

Do The Basics With Shopping Ads

Google Ads is the best when it comes to running your shopping ads! Google Shopping Ads are exactly what you need to invest in to get in touch with the most interested buyers. You might want to invest in running these ads on Google search especially if you deal with clothing items, jewelry, and everything that’s a regular sell.

These shopping ads are the basics you can do with Google Ads. However, you don’t need to underestimate their potential. They can help you grow seamlessly and can also affect your position. These ads allow you to pin an image of your product, its price, brand name, and discount tags and you can even enclose the ratings. If a product has received numerous reviews commending its quality, it could be the first choice of the searcher.

While investing in running ads, you might want to be careful about infusing keywords. Don’t resort to too much simplicity. Instead, you can look for tail keywords and add a vivid description to your product. Plus, ensure that you maintain good ratings so that when you’re visible, you can make a powerful impression on the viewer. Make sure that the images that you pin on the ad are high in quality and attractive too. So, to benefit from advertising on Google Ads, make sure you do the basics correctly with Shopping Ads. If everything is in line with what’s mentioned above, you will surely hit a home run!

Advertise Discounts, Deals & Clearance Sale

The rules of psychological pricing apply to Google ads as well. Your prospects will be more enticed to click on the product if they find it reasonable in their pockets. You might want to advertise, deals, and discounts on your ads.

An interested viewer who finds a discount on a product they have been looking for are likely to make up their mind more easily and click on your ad. Besides, advertising with keywords of discount, sale, buy 1, and Get 1 Free allows you to tap the massive pool of price-sensitive shopaholics who are always looking for the best deal for the pocket. These customers want something chic, that has elegance and is light in their pocket. An ad that appears in their search shouting about discounts can create the urgency to act immediately. Customers are always delighted with exciting deals and discounts. So, you need to be mindful of their psyche and include both original and discounted prices. Also, to convince your customer of the quality you’re selling, you need to maintain good reviews and show those items that have received a bunch of favorable reviews!

A bunch of customers recommending the purchase of another item is exactly what will draw your customer into the deal with more confidence. In addition to this, remember to infuse keywords of a clearance sale or end-of-season sale since these create more urgency and attract shoppers who for some reason or other missed out on good deals, but are desperate to shop with dropped prices. Therefore, advertise with keywords of discounts, clearance sales, and deals to increase your visibility and get more impressions. The more impressions you have, the more ROAS you’re likely to accumulate.

Include Negative Keywords To Build Brand Reputation

Working with Google Ads could be tricky, and if you’re not smart enough to manage the alignment of ads with keywords, you might end up creating a poor impression on the viewers. 

You surely don’t want to appear in searches for casual shoes when you’re selling specialized athletic footwear. Just imagine what kind of message you’ll be sending to the new prospects. You’re trying to oversell in the worst possible way. Your ad does not align with the search. As a result, your brands appear like desperate ones now exposed to be picked on for poor marketing.

Now, to help you get out of this trouble and reduce the chances of this misalignment, we recommend the use of negative keywords. 

In your Google Ads settings, search for the negative keywords option. The negative keywords option allows you to include those keywords for which your ad is not relevant. For instance, if you have advertised exciting offers on high-heel boots, you surely don’t want to appear in search of a prospect looking for flat-heels or medium-heel boots.

You save yourself by enumerating the negative keywords. Now, we see a whole new picture. Your ad aligns with the searched keywords perfectly. The viewer now knows that your brand understands its exact, specific need, and has relevant offers. You improve your brand image by including negative keywords.

Don’t Use GDN For New Prospects

The Google Display Network is another amazing campaign Tool you may want to try. With your Google Ads account, you have the option of displaying ads and banners on widgets of different sites. Whenever a user visits a site, they’ll see your ad on the side. Here, the viewer has not seen your ad before nor have they heard of your site. In most cases, the viewers find these ads irrelevant and end up with a poor perception of the brand.

The problem is the use of GDN is mostly misunderstood by brands. The GDN ads are not for new prospects and your plan to invest in advertising on any other site just for the sake of increasing visibility will do no good to your ROAS. There is no guarantee that you’ll attract the most interested buyers. In fact, your ad might not even be shown to those who are relevant. Therefore, it is important that you don’t use GDN to reach a new audience.

Tap Again With Remarketing Displays

Tap again with Remarketing Displays

To master the Google ads campaign, you need to work with remarketing displays. This is also the recommended use of GDN. Your dropshipping store marketing does not need to be one that is directed to a broad audience and you spent on it without tracking progress. Instead, you ought to use Google ads for dropshipping to your advantage. You may want to use Google Display Network for remarketing purposes. This is what the experts highly recommend for ultimate dropshipping success.

You need to set up a Google Merchant Account to enable the smooth flow of your product feeds (from your site) to the ads manager of Google. Your products will show on the Display widgets and banners to the users. You have to be cautious when displaying ads on the GDN as according to experts, the GDN is reserved for remarketing purposes only.

The idea behind remarketing displays is to show ads to viewers who have already visited your site or checked on a product from your collection. Since they haven’t bought the product, you can tap them again by showing the ad on the widget. 

This helps you to reach the most interested customers. GDN for remarketing is highly effective. However, you need to be careful with a retargeting period. 2 weeks is recommended. Plus, when you remarket, make sure you are able to persuade in a powerful manner. Try including a 10% OFF coupon to remind the user, you’ve better offers on what they are looking for.  Therefore, use the GDN for remarketing purposes as it allows tapping the most relevant pool of potential customers. Read more about this.

Focus On Brand Search And Competitor Search

Another basic tactic for dropshipping store marketing success is to invest in your own brand search. Bid for your own keywords, your site’s name, and the brand’s keywords.

This should be your primary focus to help your site appear in searches. In addition, you can also consider including competitor search keywords.

Competitor keywords will also help you to remarket to your competitor’s clients and compete aggressively. This tactic seems worthwhile in times of seasonal sales when you need to grow sales and make the most of the opportunity! Therefore, focus on brand search and competitor keywords to create a brand positioning and align your tactics with other players in the market.

Ricky Hayes

Ricky Hayes

Ricky Hayes is the CEO at Debutify. He is a passionate entrepreneur running multiple businesses, marketing agencies, and mentoring programs.

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