So, you're wondering how to use Google Ads and build an effective campaign? This guide will help you...
A Step-by-Step Guide: How To Build An Effective Search Campaign On Google Ads For Ecommerce Stores In 2022
Debutify's Ultimate Guide To Launching Google Ads Campaign That Converts—From Setting Up Your Account To Crafting The Ad!
As a brand owner, it's always your goal to secure the success of your ecommerce business.
And one way to achieve this is by leveraging any digital marketing tactics to help you fulfill your goals.
So, you've probably tried different strategies. Probably social media marketing, Facebook ads, or influencer marketing...
But there's another technique to scale your business...
It's through Google Ads!
Google ads can be a great traffic source for your business. You can drive more customers who are looking for certain products through search ads.
Okay, I know what you're thinking...
It sounds tricky.
But what if I tell you it's not that complicated to start? It's totally doable and profitable for your ecommerce store!
Now, if you're curious about how Google Ads works and how it will help you...
This guide is made for you.
Because you'll figure out the step-by-step process to launch Google Ad search campaigns that convert!
But before anything else, we have more things to talk about.
I'm sure there are so many things brewing in your mind, and I will give you the answers!
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What Is Google Ads?
Google Ads is a form of advertising on Google.
Advertisers need to bid to display any form of an advertisement on the search engine.
You can place your ads on search engines, which is called Search Engine Marketing or Pay Per Click. Or you can also put them on other websites, apps, or videos.
There are different types, and we'll talk about search ads.
Now, another question you probably have is...
What Is A Search Ad?
A search ad is displayed when a prospect searches for your keywords on the search engine.
Through search ads, your ads might appear on top of the search engine results page, on top of the organic results.
Here's an example of what it usually looks like.
So, if you want your ad on top of the SERPs... a search ad would be an incredible idea.
Are Google Ads Good For Ecommerce?
The answer is... YES!
But the thing is, you need to know how to pull your ads off to make this work.
In fact, Google can give an 8:1 ROI or return on investment. This means you $8 for every $1 you spend on your ads.
If you do it right, you'll also achieve the same results.
But is that all?
PPC or Pay Per Click gives quicker results than SEO or Search Engine Optimization.
Compared to SEO, which is organic, PPC can give immediate results. It's because SEO takes time before you can rank on top of the SERPs or Search Engine Results Page.
But through your ads, you can appear on top of the results page of the keywords.
You can reach relevant people.
Google Ads allows you to target specific people based on their interests, location, age, intents, etc. It means relevant people can see your ads.
So, your ads will appear to people interested in your ecommerce store or industry for a while.
Flexible ad spending.
You are only charged whenever someone clicks on your search ads.
Yep, you read that right. This means you can set your budget, but you can only pay whenever someone clicks it. That's why it's called Pay Per Click.
Now, what do you think?
Are Google ads worth it or not? Well... it is. As long as your Google ads strategy is well-planned. ?
And to achieve this, you need to make sure you're using the best type of Google ad for your ecommerce business!
Which Google Ad Is Best For Ecommerce Website?
There are different types of Google ads to choose from aside from search ads, such as:
- Display ads. Display ads are displayed on websites through banners or other advertising materials. You can usually do this on websites or blogs you visit.
- Apps. These are ads displayed on mobile applications.
- Video ads. Your ads are displayed on Youtube.
- Shopping ads. These are also called Product Listings. Your ads will appear in the Products or Shopping category.
To make your Google ads campaigns work, make sure to use the proper format that works best for your ecommerce business.
Since some of your questions have already been answered... are you ready to start?
Set Up Your Google Ads Account
Research Your Keywords
Conduct A Competitor Analysis
Create A Landing Page
Strategize Your Google Ads Campaign
Set Up Your Google Ads Account
You need to set up your Google Ads account first before we get started on your search campaign.
Just follow these easy steps.
1. Go To ads.google.com
Once you're there, click on the Sign In button.
2. Switch To Expert Mode
When you sign up for an account, Google Ads assumes you're creating an ad campaign.
So, make sure to select Switch To Expert Mode to skip this.
3. Create An Account Without A Campaign
After being redirected to Expert Mode, you'll see different goals for your campaign. But if you're not yet going to create one, select Create an account without a campaign.
4. Fill In Your Business Information
Select your Billing Country, Time Zone, and Currency.
5. You're Done!
Once you're done, why not explore your account to slowly get the hang of it?
As you can see, there are different tools you can use for your campaigns.
There's Bid Strategies, where you can create a portfolio bid strategy. There's also a Negative Keyword List, where you can take note of your negative keywords.
You can also see a Planning Category, which includes Keyword Planner, Ad Preview, Performance Planner, and Reach Planner.
Just make sure to explore your account to make it easier for you to navigate.
After setting up your account, it's time for more research!
Research Your Keywords
The keywords will play a massive role in your Google Ads search campaign.
That's why you really need to choose the right keywords to use, which your target market would use when they search what they're looking for.
So, here are the types of keywords.
Broad matches are search results related to your keywords. It's not limited to the exact keywords you used, but many variations will come up.
For example, let's say your broad keyword is white long dress.
Your ads will come up if someone searches for white party dress, white dress, long dress, white summer dress, or white dress outfit.
There are various factors that affect or trigger the ad. And this includes the search activities of the users.
Another keyword type is...
Phrase match is a keyword where your ad can show if a user searches for phrases. It's not as limited as an exact match, but it's also not as extensive as a broad match.
Let's say your prospects search for nail salon.
Your ads might come up if they search for nail services, nail art salon, or nail spa.
The next one is...
As the term suggests, exact match shows your ads to prospects searching for your keywords or any close variants.
The close variants include misspellings, singular or plural forms, abbreviations, and stemming.
For example, your prospect searches for dumpling restaurants.
Your ad might come up when they type in dumpling restaurnats, dumpling restaurant, dumplings restaurent.
Negative keywords are words that you don't want your ad to be associated with.
Let's say you don't want your ads to show when someone searches with a "free" keyword. Then you have to add it to your negative keywords list.
And let me show you how:
Click on the Tools And Settings at the top, then select Shared Library and Negative keyword lists.
Click the + button to add the keywords, and...
Add your negative keywords! Make sure it's one keyword per line.
Since you already know the types of keyword matches, let's get to it!
How To Search Your Keywords
Conduct A Competitor Analysis
One of the most effective ways to create your Google ads strategy is conducting a competitor analysis.
Why? You need to see how their search ads are performing and what they're doing to achieve great results.
Search Your Keywords
Use Auction Insights
Use Third-Party Tools
Create A Landing Page
Because after creating and strategizing a search ad (which we will talk about later), you will successfully drive your potential customers to your website.
And this is your time to shine!
What Is A Landing Page?
A landing page can be different from your overall website. It's usually a standalone page dedicated to a specific campaign.
For example, your campaign promotes clothes for summer. Then your landing page should be a page where all the summer clothes are located.
Since you already know what's a landing page, let's talk about...
Why Do You Need A Great Landing Page?
How To Create An Effective Landing Page?
Strategize Your Google Ads Campaign
Since almost everything is ready... it's time to create the search campaign.
And after creating your landing page, we need to strategize your Google ads campaign before you fire away!
The first thing you need to do is...
Set Goals For Your Google Ads
You have to determine what you want to achieve on your Google ads campaign.
And when goal setting, here are some things you need to remember:
- In which buying stages my target customers are?
- Am I setting a SMART goal?
- How can I achieve these goals with Google ads?
The answer to the third question is why you're reading this right now. You're strategizing to achieve your goals.
So, which goals can you set on Google ads?
The good thing about Google ads is you can set goals depending on the type of ad you want for your campaign.
Remember, there are different types of ads.
And since you're going to advertise through search campaigns, your goals could be driving sales, generating leads, or driving traffic.
Another example would be video campaigns. You can set goals like boosting sales, increasing web traffic, brand consideration, and improving brand awareness and reach.
And don't forget when you're setting goals, you need to choose the best type of campaign that suits your goals.
So, how to know if you're achieving your goals?
Set Your Key Performance Indicators
Key Performance Indicators or KPIs are going to be your basis if you're reaching your goals.
That's why after the goal-setting phase, it's time to figure out how you would know if you're achieving them.
Here are some of the Key Performance Indicators you can set to know if your Google ads are working successfully:
- Conversion Rate. How many people did you convert into customers?
- Lead Generation. How many leads did you capture through your ads?
- Return On Ad Spend. How much revenue did you generate based on the total ad you spent?
- Impression Share. How many impressions did your Google ad have?
- Click-Through Rate. How many people clicked on your ads?
- Cost Per Click. How much did it cost you per click?
- Cost Per Acquisition. How much did you pay per acquisition?
- Cost Per Mille. How much do you pay per thousand of ad impressions?
- Quality Score. What's the quality of your ads?
You can usually find these on Google Analytics or your Google Ads dashboard. You can see the clicks, impressions, CTR, average CPC, etc.
But if you want to know how to compute them, here are some formulas that might help you.
ROAS or Return On Ad Spend
Revenue/Cost = ROAS
For example, you spent $10,000 on Google ads in December, and because of the high season, you generated $50,000 as revenue. Your ROAS is $5.
CPC or Cost Per Click
The total cost of your clicks/Number of clicks = CPC
For example, you acquired two clicks amounting to $0.10 and $0.20. Then your average cost per click is $0.30.
CPA or Cost Per Acquisition
The total cost of conversions/Total number of conversions = CPA
For example, you had converted 4 customers. Two of them cost $2.00 and the other two cost $3.00. The cost of conversion is $10, divided by 4. Your cost per acquisition is $2.5.
So, after setting your KPIs and learning how to read and compute your analytics... let's talk about bidding!
Bidding Strategies On Google Ads
Yep. Just like in traditional advertising, you can't place an ad anytime, anywhere. That's also how it works for Google ads.
And how does it work?
Every time there's an ad space available on search results, blogs, or other pages like a news site, there's an auction.
Once you place your bid, it will put you in the auction, and it will be decided whose ads will show.
You see, there are different types of bidding on Google Ads.
- Enhanced cost per click (ECPC). Enhanced conversion rate optimization can help you increase conversions while reducing conversion costs.
- Maximize Clicks. Maximize clicks sets your bids up so that you get the most clicks for the budget you have set
- Maximize Conversions. Maximize conversion attempts to maximize your conversion value at any given budget.
- Maximize Conversion Value. Maximize conversion value means it will give you the most conversion value for your budget.
- Target Cost Per Action ( tCPA). Target CPA sets bids to generate the most conversions or customer actions for you.
- Target Return on Ad Spend (tROAS). This means for every dollar you spend on ads, you should be expecting to get a certain amount of conversion value (like revenue).
- Viewable Cost Per Mille (vCPM). Viewable CPM (cost-per-thousand impressions) means you can only pay for viewable impressions. "Viewable" indicates that 50% of your display ad was shown on screen for at least one second and at least 2 seconds for your video ads.
- Cost Per View (CPV). Cost Per View is a bidding method where you only pay for a view on your video ads. "View" means a viewer watched at least 30 seconds of your campaign or engaged with it.
These are the 8 types of bidding on Google ads.
Also, there's a bidding strategy called automated bidding.
Don't be confused! Automated bidding means it automatically sets the bids for your ads. This helps you set the right one for every auction.
You don't need to update your bids manually because Google ads will automatically update the bid according to how likely it will result in a click for your business.
And this is different from smart bidding.
Now, what is this?
Smart bidding is optimized for conversions. It sets the accurate bid to help you generate higher conversion volume.
You can use these strategies depending on the goal of your campaign and your budget.
For example, if you want to increase your conversion rate, you might need to focus on smart bidding. Or, if you want to increase your brand awareness, you can use the vCPM or cost per thousand viewable impressions bidding strategy.
Bonus tip: You can create a portfolio bid strategy to optimize your bids on several campaigns automatically.
Go to Tools and Settings > Shared Library > Bid strategies, then add Portfolio bid strategies.
Too much information in this guide, right?
Since you already know how to set a goal, develop your KPIs, and the bidding strategies for Google ads, I have a bonus tip for you.
I know you've been waiting for this!
BONUS: Step 6 How To Craft A Google Search Ad That Converts
After all that prepping and researching, it's time to play the game!
That's why I've compiled some quick tips to help you create an ad campaign that converts.
Reach Your Ecommerce Goals With Google Ads!
So today, you learned how to:
✅ Set up your Google Ads account.
✅ Research your keywords.
✅ Conduct a competitor analysis.
✅ Use third-party tools.
✅ Create a landing page for your Google ads.
✅ Strategize your Google ads campaign.
✅ Craft an effective Google ads campaign.
✅ Create a campaign on Google ads.
Now, you're armed and ready to start your Google Ads journey!
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