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Thursday, 28 September 2017

7 Major eCommerce Tips in Google Adwords

7 Best Tips to Boost Your Sales in eCommerce Industry

The marketing space has been changed dramatically and Google AdWords is one of the platforms that have initiated this change.

For ecommerce marketers as well, AdWords has become a very effective way of getting quality traffic that is on a verge of converting.

Google AdWords offers insured and immediate traffic by reaching out to your potential customers.

But the fact that Google AdWords brings in insured capital does not mean that nothing else have to be done.

Google AdWords requires active participation throughout in order to utilize it for earning maximum profit.

Therefore, it is very important to have a planned and effective Google AdWords strategy.

ecommerce optimization tips

Here are some tips that you should know to run a successful Ecommerce Google AdWords Campaign:

1) Google Shopping Campaigns:

Google Shopping is an online advertising platform specially designed for ecommerce owners that allows them to promote their products online.

It has become a great channel for ecommerce retailers to generate more sales.

Moreover, to be successful with Google Shopping Campaigns you need to have have a unique strategy that makes Google Shopping Campaigns work best for you.

To make the best use of Google Shopping campaigns you have to optimize them on a regular base.

You can start optimizing your Shopping Campaigns by having larger product feed to get more exposure. Because the more products in your feed, the quicker Google will be in choosing and showing your ads.

You can also add negative keywords to prevent your ads from being triggered by irrelevant search queries.

Focus on your best selling products is another great way to optimize your Google Shopping Campaigns.

2. Customer Match:

Customer Match is a feature in Google that shows ads to your customers based on the data that you share with Google which is further based on the data about your customers.

It allows you to show your specific ads to searchers who are logged in with their email addresses on Google, YouTube or Gmail.

It shows your highly targeted ads to potential or existing customers at specific times.

(i) Convert Subscribers into Customers

If you have leads who have subscribed to your newsletter, you can use Customer Match to show specific ads to these people. This is highly effective because by subscribing to your newsletter they have already shown interest in your website.

(ii) Convert Past Purchasers into Future Customers

People who have made a past purchase from your website are more likely to make a purchase again. By using Customer Match, segment the past purchasers into groups like one-time purchasers, two-time purchasers and so on and then show them your specific ads.

(iii) Revive the Seasonal Shoppers

If your product gets purchased in a particular season, then you can reach out to existing customers at the right time.

With Customer Match, you get a chance to invite that customer and offer the products that go are much needed during that season.

To know more about Customer Match, you can read my previous blog- Learn Why and How to Use Customer Match and RLSA in AdWords.

3. Dynamic Remarketing:

Dynamic Remarketing is a feature of Google where you can show your ads to the people who have visited your site in the past.

With Google’s remarketing feature, Google itself will create ads for you based on the behavior of your website visitors that will include the price, image and the text of the ad of your choice.

Shopping sites are apt for remarketing. If you are an e-commerce owner who sells products online, then you can use promotional coupons and offers to increase your sales plus the overall ROI.

In Dynamic Remarketing, you can target the following type of visitors:

All Visitors: This lets you target all the visitors of your website irrespective of their site activity.
General Visitors: They are those that did not view your specific product page although they visited your website.

Product Viewers: They are those who viewed your product page but did not add any of the product in the shopping cart.

Shopping Cart Abandoners: These are those visitors who added your products to their shopping cart but did not purchase the product.

Past Buyers: Past buyers are those people who actually purchased products from you in the past.

4. Remarketing List for Search Ads (RLSA)

RLSA is a strategy to target the people who have the past or current interest in your products.

It can help you to connect with the visitors who leave your site when they continue to search in Google.

RLSA not only targets the visitors that have already visited your website but it also targets the people who are conducting the similar search on Google.

If you are an Ecommerce owner, then you should use RLSA because it targets a lot of qualified users that already know about your website and products.

With RLSA, you can target the ones that abandoned your cart. These are the ones that almost reached the conversion level but unfortunately did not complete the conversion goal. Perhaps, they are the ones who are most likely to convert.

You can also target the users for second purchase.

A lot of e-commerce owners deal into a wide range of products and out of those products there are many products that require a second purchase also.

For these type of products, you use RLSA strategy to make sure that the second purchase of the already purchased product is made.

5. Dynamic Search Ads:

The DSA works best for those e-commerce owners who have a rich content website. Since the Dynamic Search Ads are created by taking the relevant information from the landing page, thus, it becomes really important to have rich content in the website to get the best results from DSA.

DSA quickly directs the potential customers to what they want on your site.

When Google find searches that match your Dynamic Search Ads targets, it then generates an ad with a headline and a landing page URL. The URL is linked to the most relevant page from your website.

In DSA Campaigns you have the option of targeting all the pages, targeting specific pages or targeting specific categories.

Get more insights on Dynamic Search Ads in my previous blog-AdWords Growth Hacks Every Ecommerce Owner Should Know.

6. Using Impression Share to Increase Sales:

There are a lot of e-commerce owners who spend more that they really need to in order to attract the potential buyers. This simply happens because of lack of careful monitoring.

For this reason, it becomes very important for you to monitor the Impression Share.

Impression share is metric in your AdWords account the number of impressions you have received divided by the estimated number of impressions that were available.

During the purchase journey, the customers search and click on a lot of ads before making the final purchase. They use different keywords and refine their search overtime.

Thus, here the importance of the impression share becomes crucial because if it is used in the best possible manner, it could generate a whole lot of sales for you.

To improve your impression share you can ensure that you use the keywords that are relevant to your ad copy and landing page.

You can also experiment with the bids to see what kind of an impact it has on your impression share.

The Impression Share is often an overlooked metric but it can be a great way to identify additional opportunities and drive more sales.

7. Landing Page Optimization

A landing page is that page of your website where the visitors are directed after they click on your ads.

The Landing Page is responsible for converting most of your visitors into customers.Whatever your business goal might be, optimizing the landing page will ultimately generate higher conversions for you.

You are an e-commerce owner and you deal with products. So the landing page optimization tricks will be slightly different.

Include a high Quality Image: The users like to see the things before they buy them. Since you are selling your products online, they can not hold or feel the product. All they can do is to look at the image of the product. Thus, you should use high-quality product images with multiple angle shots.
Have a Product Zoom Feature: Since you are selling products online so people can’t really hold the product. Therefore, to make it easy for the visitors to know the minute details of the product, ensure to include a product zoom feature.

Incorporate a Wishlist to Increase Sales: The Wishlist button comes handy when a certain customer likes a product but is unable to buy it straight away. It helps the people to remember these products and buy them when the time is suitable.

Have a Product Size Chart: A lot of products like apparels, shoes, and accessories comes in various size. If you fail to provide a range of size to your visitors, they will reach out to some other site and you will lose potential customers.

State the Shipping Cost Clearly: A lot of times it is the shipping cost that prevents the visitor from making a purchase. Many a times websites do not include the shipping cost in the beginning and when the visitor is about to make the final payment, the shipping cost suddenly appears making the customer reluctant in purchasing the product.

AdWords has proved its worth in the advertising space and it growing substantially gaining popularity. It has been framed as a boon for specially for ecommerce owners who can now promote their products in far better way.

No matter how profitable your AdWords campaigns are, there is always room for improvement and that is why you should optimize your AdWords Ecommerce Campaigns regularly.

So, these were just a few tips to run AdWords Ecommerce campaigns successfully but remember you can benefit from the AdWords Campaigns for your e-commerce websites only if done in the right manner using the right approach.

7 Best eCommerce AdWords Tips::