Today, ecommerce companies are some of the fastest growing and most influential brands in any sector. That means that competition for companies that sell products and services online – and invest in marketing themselves in that space – has become fierce. In reality, simply investing in Google Ads campaigns doesn’t guarantee growth for your business. How your company performs is also dependent on today’s increasingly sought after and well informed potential customer. Today the general public is more connected to brands than ever before, both offline and online. To stay on top, modern digital businesses have to be constantly improving. In other words, it’s necessary a well structured Adwords Strategy.
Both returning and potential customers’ preferences and tastes must be considered when trying to improve your Google Adwords Strategy. Something as simple as target specific advertising can improve an Ads campaign’s effectiveness, increasing ROI and boosting results.
We’ve gathered a list of 7 essential components of a healthy Adwords Strategy campaign. If you’re not doing these already, they’ll improve your results and boost your company’s ROAS.
Have a Well Structured Conversion Funnel
A well structured conversion funnel is an integral part of any well oriented business model. A conversion funnel is exactly what it sounds like. It’s the different phases a potential customer, sometimes defined as a persona, goes through from discovering your brand to becoming a loyal customer. It’s how your average, or ideal customer becomes more and more interested in your product over time until they convert. It’s essential that you define client personas extremely well, and create them with analysis and data from real life conversions in order to more precisely reach and impact them with digital advertising.
For a business that is already well established that wants to increase conversions, focusing on the later stages of the funnel is the best, most effective option, as it deals with more specific search terms that generally have higher conversion rates.
To understand which area (top, middle, or bottom) of the funnel your company would benefit the most from addressing, you must first define your customer personas.Using these personas you can identify at which step in the conversion funnel your customers are likely to be. That way you can efficiently address the more important issues and more quickly increase conversions based on actual user experiences, setting up a well structured Adwords Strategy.
Optimize Your Dynamic Search Ads Campaigns
DSA or Dynamic Search Ads campaigns can help your online sales business in a number of ways. First of all DSA campaigns help grow your ecommerce by freeing up time that would otherwise be spent creating tailored search ad campaigns. DSA campaigns also provide valuable insight into what people are actually looking for on your website. These campaigns use a dynamic title and URL generator developed by Google themselves.
What is a dynamic title and URL generator? It’s a process of automatically pairing pages on your website with similar keywords. For example your site’s page “Men’s Shoes” would automatically be linked when someone searches “Penny Loafer Prices” on Google. Along with automatic keyword matching, these campaigns generate ads based what a particular user is interested in without relying on predefined keyword bids.
Because Google Ads uses data from its internal indices – generated by Googlebot – to create its automatic campaigns, it is important to keep your DSA campaigns updated in order to increase your Adwords Strategy’ performance.
To that end, we recommend the following:
- Exclude unwanted traffic to prevent your DSA campaigns from appearing for unqualified leads.
- Segment your audience based on behavior and, create unique campaigns for unique segments. This allows for more precise alignment between a user’s search and what they’ll find in your store.
- Combine your DSA campaign with automatic RLSA (Remarketing Lists for Search Ads). You can even use your own remarketing lists to classify users who have already shown interest in your products. This allows your to show them more personalized ads.
In your Adwords Strategy, Invest in Retargeting
With remarketing, a potential client has already traveled part of the conversion funnel. In fact, it’s often the case that they are making their final considerations before purchasing, meaning a shorter conversion process. Controlling your budget is also easier because the chances of making common targeting mistakes are much smaller when compared to larger campaigns. This creates more engagement for your dollar. All of this also increase your brand’s strength, making your products top of mind for targeted customers due to continued exposure to your brand’s offerings.
Create a Google Shopping Campaign
With Google Shopping, the same algorithm that generates search results examines your products’ information as listed in your Google Merchant Center account. In order to perform well on Google Shopping you’ll need to structure your items’ descriptions with keywords in mind, even though they can’t be used for paid impressions. Structuring your keywords properly in both your product’s title and description will increase it’s rank when potential customers search for the products you sell.
The images are also extremely important. When taking or selecting photos, make sure that the product is clear and in focus, with a good visual presence. It’s important to consider the images quality on all browsing devices (smartphones, tablets, desktops etc.). When writing product descriptions, make sure they are short and include all essential information about the product. When launching your campaigns, have a bidding strategy in mind. Things to consider are price, profit margin and potential. Take care not to bid too low on products with high potential returns or bid too high on products with low margins.
Optimize Your Google Adwords Strategy for Mobile Devices
Over a third of U.S. retail sales will involve a mobile device by the end of 2018. In order to increase performance, user experience and ease of use on your platform must be optimized. Ease of use on mobile is as important, if not more important than on desktop. Any well developed website will take mobile and desktop experiences into consideration, as well as other internet enabled devices. You can achieve a good user experience through a mobile optimized website or a dedicated app.
If your site already has a mobile optimized version, set your Google Ads settings to favor mobile and reduce your bids on desktop. If you don’t have a mobile optimized version, it’s better to stay away from all spending on mobile.
Correctly Structure Your Extensions
Ad extensions are the list of additional links that display as part of a Search Ad. Using them is an important part of any Search campaign. They increase the CTR (Click Through Rate), Quality Score, qualified lead generation, and other common KPIs. It’s extremely likely that your competitors are utilizing extensions. To keep up and to improve your results, you should optimize yours, and maximize their benefits.
To do that, you have to include extensions that make sense for each ad. Align your extensions with your keywords and other terms that your target market searches for. It’s also that you test and optimize constantly in search of better results.
Utilize A/B Testing in Your Ads
The biggest advantage digital marketing has over traditional marketing is the enormous amount of data you can generate and the ease with which you are able to access and use it in pursuit of increasing your business’s performance. A/B testing involves running concurrent campaigns with slight variations and capturing data about which variables are performing better as measured by predefined performance indices.
In order to collect telling, or productive data, it’s important to be conscious of variables that might influence results. Things like structure, user error, and bias can all unintentionally influence data sets and their interpretation. Make sure to run and rerun as often as necessary, and evaluate the data with a well structured model. Create a model that compares results you want to achieve, and double check a data set’s validity. Continuously monitor data as it is collected. Frequent and well run tests will increase the probability of generating assertive data.
Behind Every Great Structure There is a Great Plan
Because every ecommerce company is different, you ideally want to discover and implement the optimizations that make the most sense for your campaigns. We recommend that your start with a well structured media plan before you begin testing and implementing changes. That way you won’t be caught off guard when results aren’t what you expected, possibly leaving high performance campaigns with little or no budget.
Follow the suggestions we’ve made here, analyze the results, and we’re sure you’ll notice and improvement in your Google Ads campaigns. You’ll also avoid potentially costly mistakes that could hurt your site’s marketability. Happy Selling!
Want more information about Google Adwords Strategy to help your ecommerce grown? Subscribe in our newsletter and receive brand new content every week!