As a marketer, you constantly need to experiment with your advertising strategies to gauge which suits best to your marketing goals. Responsive search ads are one such type that you need to test for the effectiveness of your PPC management campaign. Testing for responsive search ads can be challenging yet beneficial.
Many advertisers and marketers were disheartened when Google decided to phase out the Expanded Text Ads (ETA). Yet there are plenty of opportunities for individuals willing to put RSAs to the test, particularly when combined with broad match intelligence. However, it would be complicated to understand what to do if you haven’t closely monitored these changes.
Through this blog, we’ll walk you through three experiments you may run the next time you create a responsive search ad for a PPC campaign.
Before we start, for all the new readers of our blog, let us first be familiar with what responsive search ads are and how they work.
How Do Responsive Search Ads Work & What Are They?
Responsive Search Ads (RSA) are an ad type where an advertiser can write multiple titles/headlines and descriptions for one search engine ad. Unlike expanded text ads, you can provide up to 15 titles and 4 descriptions for a single search ad. Responsive search ads aim to provide users with different combinations of headlines and descriptions depending on their individual queries and search history. The more headlines and descriptions you add, the more chances Google Ads has to serve advertisements that more closely match the search queries of your potential customers, which can enhance the effectiveness of your ad campaign.
Google will display 32,760 different variations of the advertisement by shuffling between the titles and descriptions. A maximum of 3 headlines and 2 descriptions can be chosen from each ad to appear in various arrangements and orders. When a user’s search term properly or closely matches a portion of your ad, that portion may automatically appear in bold. The most effective title and description combination will then be chosen by the search engine and used most often.
RSAs are a simple and strategic way to develop an efficient PPC marketing plan. You can boost customer engagement and reach more potential buyers through responsive search ads.
What Should You Know About Responsive Search Ads Testing?
Initially, with ETA testing, you’d run two (or more) ads with fixed headlines and descriptions, compare their CTRs (click-through rates), or maybe keep track of any conversions that occurred on the landing page. Testing with ETA was not too difficult.
This strategy worked because ETA typically:
Presented itself consistently in the same way to every user.
They both answered the same questions.
Impressions didn’t matter as much in the testing.
When all other factors are kept constant, an RSA receives 4X more impressions than an ETA.
In other words,
Due to higher ad rank, RSAs serve a lot more queries.
A dip in conversion rate results from the increase in impressions.
Marketing professionals should keep an eye on conversions per impression (manual bidding) or conversions that fall within a target cost per acquisition (CPA)/return on ad spend (ROAS).
Let’s now get started with the experiments:
Experiment No. 1: Mix-And-Match v/s Pinning
Examining the impact of pinning on your campaigns should be the first test you should conduct.
To determine which headlines and descriptions elicit the best response from readers, RSAs test numerous combinations. While by pinning, you can instruct Google where the headline and description should appear.
How To Run This Experiment?
Create two similar responsive search ads. You can then add 15 headlines and 4 descriptions as you like to each ad. Ensure that all the headlines and descriptions are the same in both ads.
Once you’re done with this, pin a few headlines and descriptions in one ad while leaving the other unaltered.
Research has proved RSAs with all elements pinned can get excellent CTR and conversion rates, but when you don’t pin (or pin sparingly), these rates increase even more.
Experiment No. 2: Segmenting By Message
The second experiment we have is segmenting by message, and it is likely the most crucial component of RSA testing.
The importance of messaging has recently increased due to ad platforms managing more campaigns through automation.
How To Run This Experiment?
As you know, you can design a maximum of 3 RSAs per ad group. Therefore, for this experiment, you might consider reaching a peak.
Each ad group should use a broad match and have a unique theme built around a set of keywords. You might address different personas, pain points, or even suggestions for topics.
You should learn from this experiment what topics and queries generate responses. Understanding what your clients seek and want to hear is crucial. Since everyone at Google utilizes the same underlying automation, it’s one way to level the playing field and get an advantage over your rivals.
Experiment No. 3: Pseudo-ETAs With A Control RSA
Even though it could be argued that re-creating ETAs by pinning nullifies the purpose of RSAs, some advertisers continue to yearn for that control. Chris Ridley deserves credit for coming up with this strategy of dealing with the restriction of three RSAs per ad group.
How To Run This Experiment?
For this experiment, design two pseudo-ETAs by pinning two descriptions and three headlines. The third advertisement is an actual RSA in which nothing is pinned, and you use the available space to test out fresh messaging.
You can use this experiment to benchmark the effectiveness of pseudo-ETAs (particularly in terms of CTR). This can be useful for advertisers who constantly need to display specific information, such as those working in regulated industries.
When Used Correctly, RSAs Drives Better Performance
Unfortunately, Google won’t tell you which ad appears for a specific query. Also, it doesn’t show performance based on headlines and descriptions. While determining RSA performance involves a bit of guesswork, you can still structure your campaigns using Google’s data.
What Are The Elements You Should Keep In Mind While Structuring RSAs?
Despite the fact that Google provides feedback through ad strength, you still shouldn’t feel compelled to adjust your advertising per Google’s suggestions to increase your ad strength score.
It might be tempting to stuff your ads with several headlines and descriptions, but remember that the more elements, the more guesswork is involved.
The structure and messaging are accountable for half of the campaigns’ results. Therefore, structure your RSA account with all the fundamentals, including positioning and good website experience. Also, collaborate with your clients and stakeholders to establish realistic expectations.
RSAs are one of the best illustrations of Google’s automation innovations, which call for a mindset shift. However, you need to be patient while optimizing your campaign’s outer edges (including the structure, creative, and data). With RSAs, there’s a great opportunity for PPC agencies with bright and imaginative advertisers to prosper.
Doesn’t matter if you’re a veteran in the business line or an amateur, but a true entrepreneur inside you will always be eager to learn new things. An entrepreneur never misses a chance to grasp tactics that would help them to double, triple, or even seven times the ROI. This is an indispensable piece of writing that lets you know about the critical points of eCommerce PPC management and some PPC practices that can be a game changer for you and your business. Let’s start.
What Is PPC Marketing?
PPC is an online marketing technique for eCommerce stores through which an advertiser pays a certain amount of fee to Google each time a user clicks on their ad.
The most common and popular form of PPC is search engine advertising or Google ads, where advertisers pay Google for ad placement in a search engine’s sponsored links. This works when a user searches for a specific keyword related to your business. For example, if we bid on the keyword ‘white-label services,’ our ad might appear at the top of the Google result page, thus driving more traffic to our website. The thought of paying Google for an ad might elude you for a while, but if PPC works correctly and makes several clicks on your ad, it’s all worth it. The number of visits your website gets is much more than what you pay. Assume we pay $4 for one click, but the total clicks result in $400 sales, which means we have made a massive profit.
Creating a winsome PPC campaign includes many facets, like researching and selecting the right keywords, organizing them into well-organized campaigns and ad groups, and finally setting up the PPC landing page optimized for conversions. Your creativity also benefits you by being charged considerably less by Google for an ad click if you create relevant and intelligently targeted PPC campaigns.
How Can We Increase Our Sales With PPC Marketing?
Companies make a decent ROI on every spent on PPC advertising. However, there’s always room for improvement. So keep upgrading your PPC marketing performance to boost your sales. Here are a few tips that can help you revamp your overall ROI.
1. Remove Low-Performing Keywords
Every PPC campaign has to suffer a lot with low-performing keywords. Companies need to look at the targeted keywords, identify the ones degrading the campaign’s performance and remove them. The indications for low-performing keywords are:
You typically find the keywords with a mix of these indications. For example, you might have a keyword that gets hundreds of impressions but zero clicks. Or, you might find a keyword that generates clicks but no conversions. So, it’s smarter to switch them up a bit and add better-performing keywords.
2. Optimize PPC Bids With Manual Bidding
This tip focuses on bidding strategy while designing PPC campaigns. Even while Google Ads offers automatic bidding alternatives, manual bidding gives your company the most control. You must review your campaigns frequently if you choose to improve your PPC performance with manual bidding. Skipping campaign check-ins might result in over- or under-bidding, which can reduce your ROI.
Start a PPC optimization strategy by focusing on campaigns that have at least 30 days of data, as it provides you with information that helps you set your bids.
After finishing research and calculations, switch to manual bidding in Google ads.
Select Your Campaign.
Click On the ‘Settings’ On the Right-Hand Sidebar Menu.
Choose ‘Bidding’ & ‘Change Bid Strategy’.
Select ‘Manually Set Bids’ From the ‘How Do You Want To Get Conversions’ Dropdown Menu.
After updating your settings, select ‘keywords’ from the menu bar. Then update your max bid for each keyword and save changes.
3. Design A Dedicated Landing Page
A landing page is where you send your buyer when they click on your PPC ads. Landing pages play a critical role in your PPC performance. You must design a relevant, fast, and functional landing page if you want your campaign to perform well. A dedicated landing page helps you with improvement in impressions, clicks, and conversions. While designing a landing page, keep the following in mind.
Is the page relevant to your ad?
Does the page load fast?
Does the page load correctly on different devices like phones and tablets?
Is the page easy to navigate and use?
Does the page copy elaborate on the ad copy?
4. Experiment With A New Ad Copy
Ad copy is the one that can make or break your entire campaign. Drafting and testing a new ad copy is a PPC tip that you cannot ignore. You can motivate your users to click and act on your ad when you try new and different headlines and descriptions. While writing an ad copy, follow the tips given below.
Include power words like “free,” “simple,” or “guaranteed.”
Mention the number of satisfied clients or shipped orders.
Talk directly to users by addressing them as “you.”
Add targeted keywords.
Target emotions or emotional issues, like help in household cleaning.
5. Update Account Structure
Account structure might get disorganized over time, even if you master it. Therefore, it is suggested that you must keep a regular check on your account structure. This PPC tip will help you enhance your PPC campaign. For reference, Google ads use the following account structure.
6. Get A PPC Audit
To increase PPC performance, a professional review can help your business discover ways to set up effective campaigns and strategies. Conducting an in-house PPC audit will be pretty challenging as you are already upset with the campaign’s poor performance. With a PPC auditor, you get a fresh perspective and second opinion; in some cases, you receive a free PPC audit. Research your expert PPC audit choices today to get a head start on a poorly performing PPC campaign.
With the following PPC campaign optimization tips we provided, you can get better results from online advertising, which will help you increase your sales and generate high revenue.
What Types Of eCommerce Marketing Services Help In Raise Sales?
Increasing sales and driving more traffic to your eCommerce store is the ultimate goal for any marketing campaign and can be accomplished with eCommerce marketing services which include:
eCommerce SEO: Two-thirds of Google users conduct an online search before purchasing, which means placing on top in Google search matters.
Paid Media: It is a great strategy that helps in generating leads. With this approach, we can make the products available to the right customers at the right time.
Content Marketing: Digital world has its limitations regarding online shopping. People can not have real-time interaction with the vendor and their products. That is why content is their only hope of attracting buyers. Content marketing is distributing your product and services to customers by informing them about your product through blog posts, infographics, or videos.
Social Media Marketing: We all know the power of social media. About half of social media users buy a product after watching an ad on Facebook. Also, many users click on Instagram ads to buy a product.
What Is eCommerce PPC Management?
As the name suggests, eCommerce PPC management is managing and controlling an eCommerce company’s PPC ad spend. This process involves the strategy-making, ad buying, and execution of the ad plan while minimizing the overall expenditure. Effective PPC management requires constant monitoring. Therefore, it can either be done by the eCommerce owner or vendor themselves, or they may hire a specialized team of experts to manage PPC buys on the company’s behalf.
Around 70% of small to mid-sized businesses are investing in PPC marketing. PPC is one of the biggest traffic and revenue drivers for all eCommerce businesses. To get ahead of your competitors, you need to strategize PPC marketing precisely, especially in the eCommerce sector.
If you are a newbie in the eCommerce industry, you strongly need an eCommerce marketing service to help you build an image in public. People who prefer online shopping need something to trust you and your products. We suggest you hire a Google PPC agency with prior field experience, and that can help you throughout the process with their team of experts. Handling everything on your own might cost you higher because neither you have any knowledge and experience in it nor do you have enough in-house resources. So, to save you time and money, a PPC marketing agency will be best for you.
Feel free to contact ROI Minds, a leading digital marketing agency that strives to increase your sales twice, thrice, or even 7X with our immensely talented team of more than 40 experts. We collaborate with you to design customized marketing strategies per your needs and goals. We specialize in developing strategies that increase web traffic and revenue for your eCommerce business. Our eCommerce services include SEO, SMM, Content Marketing, eCommerce PPC services, white-label marketing, etc. With ROI Minds, you don’t have to worry. Trust us, and we’ll prove that you bet on the right horse.
Pay-per-click (PPC) campaigns can be an excellent way to increase traffic, leads, and ROI. In fact, businesses earn $8 on average for every dollar spent on Google Ads.
Although PPC appears a fantastic opportunity, creating profitable campaigns can take time, effort, and money. You could lose money if you don’t have a strong strategy or monitor your campaigns. WordStream says the average small business loses 25% of its PPC budget on wasted spending.
If you work in PPC marketing, you may know how time-consuming these campaigns can be.
Before starting a campaign, you should consider keywords, what your competitors are bidding on, and how much money you’re willing to spend. Following the launch, you’ll need to monitor the campaigns, make necessary changes, and occasionally adjust your budget.
This process can be intimidating if you have a lot of other marketing tasks on your plate.
Fortunately, if you want to reduce these tasks and make room for new projects, many tools are available to help you build, manage, monitor, and adjust your campaigns, bids, and budgets.
Some are inexpensive, while others provide automated features to reduce the need for unnecessary human intervention. These tools are general PPC management, bid management, or reporting tools.
This blog post highlights 12 PPC management tools and software to assist you in developing a less time-consuming and more profitable PPC process.
PPC Management Tools
1. WordStream PPC Advisor
Cost: $264/month for 12-month plans, $299/month for 3-month plans, or $2,928 for an annual pre-paid subscription.
Integrations: Google Ads, Bing Ads, Facebook, LinkedIn, and Twitter
WordStream’s PPC Advisor is aimed at small business owners who want to take full advantage of PPC but lack the funds to hire experts or advisors. The software is compatible with Google Ads, Bing Ads, and other major advertising platforms.
With WordStream Advisor, you can activate the “20 Minute Work Week” tool, which will analyze your PPC campaigns and send recommendations on how to improve them quickly. These changes can then be made using the Wordstream software.
You can create campaigns, identify positive and negative keywords, and make budget adjustments. You can also use the software to create optimized landing pages and track and build reports based on conversion and call data.
WordStream offers a seven-day trial to those who fill out a contact information form.
Cost: $499/month (Pro), $799/month (Pro+). The Enterprise version’s cost is unspecified.
Integrations include: Google, Bing, and Yahoo ads programs
Optmyzr offers slightly more advanced tools for creating and managing campaigns in bulk for marketers or agencies with larger budgets, an interest in running multiple PPC campaigns, or simply wanting more automated features.
This paid platform, like WordStream, allows you to launch, track, and manage PPC campaigns across multiple platforms. According to the Optmyzr website, all versions of the software allow users to automate scripts, alerts, and reports. Each membership also includes biannual product training sessions with Optmyzr representatives.
Automyzr, one of Optmyzr’s tools, allows users to upload and generate campaigns in a bull from data sources such as spreadsheets or integrations.
Once the data is uploaded, a user can use specific criteria such as “brand” or “product” to generate ad names and other elements automatically.
Joe Martinez, named one of PPC Hero’s top 25 PPC experts in 2017 and 2018, highly recommends this software. He claims that the PPC manager benefits both lead-generation and eCommerce accounts.
“Optmyzr enables marketers to easily see performance data in their accounts and make real-time adjustments.” “I can also use their script library to automate certain tasks I have to do regularly,” he says.
He also mentions how the software has saved him significant time over the years. “I can rely on the tool to handle many tedious, high-level tasks, giving me more time to focus on strategy or deeper analysis in the account’s critical areas.”
3. Google Ads Editor
Cost: Free to Google Ads advertisers
Integrations: Google Ads
This downloadable desktop application, formerly known as AdWords Editor, allows you to create, track, and edit Google advertisements.
In addition to monitoring performance, the app allows you to make bulk changes to multiple ads. Preview edits in draft mode before they go live and build or revise your ads offline.
The editor works in tandem with Google Ads, allowing users to create and assign bid strategies to campaigns specific to the Google bod strategy. To manage a Google Ads campaign through the Ads Editor, you must first create one.
If you’re only trying to master one PPC strategy at a time and want to start with Google, this tool could be an inexpensive and simple option.
However, unlike WordStream or paid PPC managers, Google Ads Editor does not provide you with similar automation options or improvement suggestions. As a result, more manual adjustments and monitoring may be required.
4. Bing Ads Editor
Cost: Free to Bing advertisers
Integrations: Bing Ads
While many marketers think of Google as their primary PPC option, Bing PPC has gained traction due to the search engine’s five billion daily inquiries.
Bing, like Google, provides similar software for its search engine’s PPC ads. You can make offline changes to your ads, similar to the Google Ads Editor, and then upload them to the online platform once you regain internet access.
This management tool can also research keywords, manage your bids, and track your performance.
Like Google Ads Editor, this tool does not provide any automation tools and is only available to those with a Bing Ads account or campaign.
5. SEMRush PPC ToolKit
Cost: $99 (Pro), $199 (Guru), $399 (Business), Enterprise edition varies by company
When researching competitors on SEMRush, you can search your domain to see a list of domains that compete with you organically and those that compete with you in paid search. You can also discover which keywords your competitors have previously bid on to determine if you should use a similar bidding strategy.
The “Charts” tool in the ToolKit can also display visual graphs of how various competitors perform.
Another feature is the Keyword Magic Tool, which lets you enter a keyword or phrase and get a list of stronger keywords and information about them, such as search volume. You can then export this data into a document and share it with their team.
SEMRush offers four pricing options. SEMRush’s PPC, search engine optimization, and marketing tools are included in the most affordable plan, aimed at freelancers, startups, and small businesses.
The larger plans are geared toward larger corporations and government agencies. These provide advanced reporting features such as white-label reports and more sophisticated API integrations.
You can try out SEMRush features such as the Keyword Magic Tool here. To use these free tools, you must create a free account by providing an email address and a password.
PPC Bid Management Tools
1. MarinOne Search
Cost: Plans often start around $499/month. Marin does not specify specific pricing.
Integrations include: Google, Bing, Yahoo, Facebook, and Twitter
MarinOne Search provides bid management features for ads on Google, Bing, Yahoo, Facebook, and Amazon. According to Marin, the software “allocates budgets and calculates bids” by utilizing a large pool of data and patented machine-learning algorithms.
To learn more about Marin’s impact, visit its website, which features case studies on how the software has aided major clients such as Nissan, Dell, and Jeep.
Cost: Varies by company. Kenshoo provides free demos and quotes.
Integrations: Compatible with platforms including Google, Bing, Yahoo, and Apple Ads.
Kenshoo provides budget management, search, social, eCommerce, and app-based advertising tools. Bid management features in the software allow you to create and modify various bids, including rules-based and model-based bids.
Kenshoo’s platform allows you to integrate data directly from Google Ads and other online ad programs. The data can be displayed on various dashboards, including one that compares spending, revenue, ROI, and conversion.
Kenshoo claims to use award-winning machine-learning algorithms in its dashboard interface to provide users with bid suggestions and budget and ad performance forecasts.
Kenshoo’s website describes its software as enterprise-level, but it also claims to offer plans and paid tools for startups.
Prospective customers can request information from Kenshoo by visiting their website.
3. Acquisio Turing
Cost: Varies based on your company’s ad spend, the number of accounts that will be managed, and the contract length determined between the company and Acquisio.
Integrations include Google. Bing, and major social networks.
Acquisio’s bid and budget management tool continuously analyzes and adjusts bids and budget distribution using machine learning algorithms.
Acquisio claims that the algorithms are trained to automatically adjust budgets based on seasonality, day of the week, time of day, and ad platform.
Due to the flexible pricing plans, this software may be useful for businesses from startup to enterprise level.
This software may be useful for marketers who have multiple accounts or are too busy to monitor bids and budget distribution regularly.
Thanks to machine learning tools, you may save time on tasks such as bid research and number crunching. This extra time could be used better by working on other worthwhile projects.
PPC Reporting Tools
1. Google Ads Performance Grader
Cost: Free with a short registration
Integrations: Google Ads
This WordStream tool, formerly known as the AdWords Performance Grader, can assign a percentage score to your Google Ads campaign based on criteria such as text and keyword optimization, quality, click-through rates, impressions, and landing page optimization.
The report also provides additional information or a sub-score for each piece of criteria.
The report also notes how well campaigns are performing compared to the previous month to assist users in benchmarking.
You can link this tool to your Gmail account and automatically receive the grades for ads associated with your email address after registering and providing a small amount of company information.
Integrations include Google Ads, Bing Ads, Twitter Ads, Facebook, and LinkedIn.
This software could be useful for marketers or agencies looking to create white label analytics dashboards for their clients. ReportingNina, in addition to the portal, can schedule and send automated reports to marketers or clients via email.
When Google Ads and/or Bing Ads are integrated, a marketer or client with access to the white label portal will see a dashboard that pulls in all the information from these third-party platforms.
Thanks to this integration feature, users can see all of their important data in one place. In addition to PPC, data from Twitter Ads, Facebook Insights, LinkedIn Ads, MailChimp, and other accounts can be integrated.
Cost: Octoboard offers seven plans with annual and monthly commitment options. Annual plans are $5 to $150 monthly, and no-commitment plans fall between $18 and $210. Each plan allows a different number of clients and access to a different list of features.
For marketers and their clients, Octoboard offers a variety of customizable and white label reporting templates. You can use the software to create reports and dashboards that can be sent to an unlimited number of recipients. In addition, the software provides report templates that can be embedded on a website.
Octoboard already has templates that specifically report on Google, Bing, Facebook, and LinkedIn PPC for those who need to report to their team or clients but don’t have time to create a nice visual.
To try out the software, go to their homepage and select one of the templates. When you enter the template, the site will prompt you and provide instructions on how to integrate your data.
The software, like ReportingNinja, includes automation tools for creating and sending templated reports on a schedule.
On the Octoboard website, you can register and preview specific reports containing your data for free. However, you must subscribe to one of its monthly or annual plans to gain more access.
Integrations include Google Ads, Google Analytics, Facebook Insights, Youtube, LinkedIn Ads, and Twitter Ads.
DashThis, like ReportingNinja and Octoboard, allows users to connect PPC and SEM tools to the platform so that all performance data appears on a single dashboard.
This feature could be useful if you need to use two or more tools to monitor your PPC ads, traffic, and other campaign data.
The platform enables users to create and customize these overarching dashboards.
When creating a dashboard, DashThis provides three templates to choose from: periodic, rolling, and campaign. While the Campaign dashboard collects data about a specific campaign, the Rolling dashboard displays live data, and the Periodic dashboard displays data for a specific period.
DashThis also provides a library of pre-built KPI widgets for tracking and reporting on metrics such as cost-per-click, cost-per-acquisition, conversion rate, impressions, ROI, and return on ad spend. Users can also create their custom widgets.
This software would be a good choice for agencies looking to save time on PPC or SEM marketing reporting processes. They can use a dashboard to share and report live data to their clients or colleagues after creating one.
DashThis also provides a low-cost individual subscription for $39 per month, allowing users to launch up to three dashboards.
Building Your PPC Toolkit
Before subscribing to one or more of these tools, consider your company’s budget and the number of accounts you’ll manage. If you work as a marketer for an eCommerce PPC agencyor a large corporation, you may prefer enterprise software that includes all the necessary management tools. If you’re a startup or a freelancer, you might want to stick to the more affordable resources on this list.
If you’re thinking about spending money on ads to reach your target audience, you should spend it wisely.
That is, with more than 259 million unique visitors per day and 4.8 billion daily interactions.
Somewhere along the lines of Google.
Google Ads was launched just two years after Google.com, the world’s most popular website. The advertising platform was launched as Google Adwords in October 2000, but after some rebranding in 2018, it was renamed Google Ads.
You’ve seen (and probably clicked on) a Google advertisement, given Google’s vast reach. Your potential customers have done the same.
This guide will teach you how to start advertising on Google. We’ll go over platform-specific features and show you how to optimize your campaigns to get the best results from your ads.
It’s no secret that the stronger and more focused your paid campaigns are these days, the more clicks you generate — resulting in a higher likelihood of acquiring new customers.
This is why Google Ads has grown in popularity among businesses.
What are Google Ads?
Google Ads is a paid advertising platform that falls under the pay-per-click (PPC) marketing channel, in which you (the advertiser) pay per click or impression (CPM) on an ad.
Google Ads is an efficient way to drive qualified traffic, or good-fit customers, to your business while searching for products and services similar to those you provide. You can increase your website traffic, phone calls, and in-store visits by using Google Ads.
Google Ads enables you to create and distribute well-timed ads to your target audience (via mobile and desktop). Your company will appear on the search engine results page (SERP) when your ideal customers search for products and services similar to yours on Google Search or Google Maps. This way, you reach your target audience at the optimal time for them to see your ad.
Google Ads will also help you analyze and improve those ads over time so that your company can meet all of its paid campaign goals.
Furthermore, regardless of the size of your business or available resources, you can tailor your ads to fit your budget. The Google Ads tool allows you to stay within your monthly budget and even pause or stop your ad spending.
Now for another critical question: Are Google Ads truly effective? Consider the following statistics to provide an answer:
Google Ads has a click-through rate of nearly 8%.
Display ads yield 180 million impressions each month.
For users ready to buy, paid ads on Google get 65% of the clicks.
43% of customers buy something they’ve seen on a YouTube ad.
Why Advertise on Google?
Google is the most popular search engine, with over 5 billion searches per day. Not to mention that the Google Ads platform has been in operation for nearly two decades, giving it some clout in the paid advertising space.
People worldwide use Google to ask questions that are answered through a combination of paid advertisements and organic results.
Furthermore, Google claims that advertisers earn $8 for every $1 spent on Google Ads. So there are a few reasons why you should consider Google advertising.
Do you require another reason? Google Ads are being used by your competitors (and they might even be bidding on your branded terms). Hundreds of thousands of businesses use Google Ads to promote their products and services, which means that even if you rank organically for a search term, your results will be pushed down the page beneath your competitors.
Google Ads should be a part of your paid strategy if you’re using PPC to advertise your product or service — there’s no way around it (except maybe Facebook Ads, but that’s another article).
Google Ads Best Practices
Don’t give up if you’ve tried unsuccessfully to advertise on Google. There could be several reasons why your Google Ads are underperforming and let’s go over some of the most common Google Ads best practices.
1. Use a PPC Planning Template
Using a planner helps you keep track of your PPC projects. You can view how your ads will appear online, see your character counts, and manage your campaigns all in one place with Google and ROI Minds’ PPC Planning Template.
2. Avoid Broad Keyword Terms
When it comes to keywords, you need to nail it, so testing and tweaking should be part of your strategy. If your keywords are too broad, Google will show your ad to the wrong people, resulting in fewer clicks and a higher ad spend.
Examine what’s working (for example, which keywords generate clicks) and make changes to better match your ads to your target audience. You’re unlikely to get it right the first time, so keep adding, removing, and tweaking keywords until you do.
3. Don’t Run Irrelevant Ads
If your ad does not correspond to the searcher’s intent, you will not receive enough clicks to justify your ad spend. Your headline and ad copy must match the keywords you’re bidding on, and your marketing solution must address the searcher’s pain point.
It’s a combination that will produce the desired results, and it could be as simple as a few tweaks. You can create multiple ads per campaign; use this feature to test which ads perform best. Alternatively, use Google’s Responsive Search Ads feature.
4. Improve Your Quality Score (QS)
Google uses your Quality Score (QS) to determine where your ad should rank. Your placements will improve as your rank rises. If your quality score is low, your ad will receive fewer views and fewer conversion chances. Google will tell you your Quality Score, but it is up to you to improve it.
5. Optimize Your Ad Landing Page
Your efforts should not end with your advertisement; the user experience is just as important after a click.
What does your user see after clicking your ad? Is your landing page conversion-optimized, which means it uses the same keywords? Is the page resolving your user’s problem or answering their question? Your user should have a smooth transition through the conversion process.
Google Ads Terms to Know
These common terms will assist you in setting up, managing, and optimizing your Google Ads. Some are specific to Google Ads, while others are more general to PPC. In any case, knowing these will help you run an effective ad campaign.
Your AdRank determines your ad placement. The higher the value, the higher you’ll rank, the more eyes will fall on your ad, and the more likely users will click on your ad. Your AdRank is determined by multiplying your maximum bid by your Quality Score.
Google Ads is based on a bidding system in which you, as the advertiser, set a maximum bid amount for a click on your ad. The higher your bid, the higher your position. You can bid in three ways: CPC, CPM, or CPE.
CPC, or cost-per-click, is the amount you pay for each click on your ad.
CPM, or cost per mille, is the amount you pay for one thousand ad impressions; that is when your ad is shown to a thousand people.
CPE, or cost per engagement, is the amount you pay when someone takes a predetermined action with your ad.
3. Campaign Type
Before you begin a paid campaign on Google Ads, you’ll select between one of three campaign types: search, display, or video.
Search ads are text ads displayed among search results on a Google results page.
Display ads are typically image-based and are shown on web pages within the Google Display Network.
Video ads are between six and 15 seconds and appear on YouTube.
4. Click-Through Rate (CTR)
Your CTR is the number of clicks on your ad as a percentage of the number of views your ad receives. A higher CTR indicates a high-quality ad corresponding to search intent and targets relevant keywords.
5. Conversion Rate (CVR)
CVR is a ratio of form submissions to total visitors to your landing page. A high CVR indicates that your landing page provides a seamless user experience that matches the ad’s promise.
6. Display Network
Google ads can appear on search results or web pages within Google’s Display Network (GDN). GDN is a network of websites that allow Google Ads to be displayed on their webpages; these ads can be text-based or image-based, and they are displayed alongside content relevant to your target keywords. Google Shopping and app campaigns are the most popular Display Ad options.
Ad Extensions allow you to add extra information to your ad at no extra cost. These extensions are classified into five types: Sitelink, Call, Location, Offer, and App.
When a Google user enters a query into the search field, Google returns a set of results that correspond to the searcher’s intent. Keywords are words or phrases that correspond to what a searcher is looking for and will answer their query. You choose keywords based on which queries you want your ad to appear alongside. A searcher who types “how to clean gum off shoes” will see results for advertisers who targeted keywords such as “gum on shoes” and “clean shoes.”
Negative keywords are keyword terms you do not want to rank, and Google will remove your bid from these keywords. These are typically related to your intended search terms but fall outside of the scope of what you offer.
Pay-per-click, or PPC, advertising is a type of advertising in which the advertiser pays for each click on an ad. Although PPC is not unique to Google Ads, it is the most common type of paid campaign. Before launching your first Google Ads campaign, it’s critical to understand PPC fundamentals.
10. Quality Score (QS)
Your Quality Score is determined by your ad’s click-through rate (CTR), keyword relevance, landing page quality, and past performance on the SERP. QS influences your AdRank.
How Do Google Ads Work?
Google Ads will show your advertisement to potential leads or customers interested in your product or service. Advertisers bid on search terms or keywords, and the winning bid is displayed at the top of search results pages, YouTube videos, or relevant websites, depending on the type of ad campaign chosen.
Numerous factors influence your ability to create effective and high-performing Google Ads. Let’s go over them in more detail below and some Google Ads examples.
1. AdRank and Quality Score
AdRank determines the placement of your ads, and Quality Score is one of two factors (the other being bid amount) that determine your AdRank. Remember that your Quality Score is based on the quality and relevance of your ad, which Google measures by how many people click on your ad when it’s displayed — i.e., your CTR. Your CTR is determined by how well your ad matches searcher intent, which three factors can determine:
The relevance of your keywords
If your ad copy and CTA deliver what the searcher expects based on their search
The user experience of your landing page
When you first set up your Google Ad campaign, you should pay the most attention to your QS before increasing your bid amount. The higher your QS, the lower your acquisition costs, and the better your placement.
When you first create a Google Ad, you’ll choose a geographical area where your ad will appear. If you have a physical storefront, it should be within a reasonable radius of your physical location. If you have an eCommerce store and a physical product, you should set your location to the locations where you ship. If you offer a service or product available globally, the sky is the limit.
Your location settings will influence placement. For example, if you own a yoga studio in San Francisco, someone searching for a “yoga studio” in New York will not see your result, regardless of AdRank. This is due to Google’s primary goal of displaying the most relevant results to searchers, even when
Keyword research is essential for both paid ads and organic searches. Your keywords should be as close to the searcher’s intent as possible, and this is due to Google matching your ad with search queries based on the keywords you chose.
Each ad group in your campaign will target a small set of keywords (one to five is ideal), and Google will display your ad based on those selections.
4. Match Types
Match Types give you some leeway in your keyword selections by telling Google whether you want to match a search query exactly or if your ad should be shown to anyone with a semi-related search query. There are four types of matches to choose from:
Broad Match is the default setting that uses any word within your keyword phrase in any order. For example, “goat yoga in Oakland” will match “goat yoga” or “yoga Oakland.”
Modified Broad Match allows you to lock in certain words within a keyword phrase by denoting them with a “+” sign. Your matches will include that locked-in word, at the very least. For example, “+goats yoga in Oakland” could yield “goats,” “goats like food,” or “goats and yoga.”
Phrase Match will match with queries that include your keyword phrase in the exact order but may include additional words before or after. For example, “goat yoga” can yield “spotted goat yoga” or “goat yoga with puppies.”
Exact Match maintains your keyword phrase as it is written in the exact order. For example, “goat yoga” will not show up if someone types “goats yoga” or “goat yoga class.”
If you’re just getting started and don’t know how your persona will search, switch from a broad match to a narrower approach to test which queries produce the best results. However, because your ad will be ranking for various queries (some of which are unrelated), you should keep a close eye on your ads and modify them as new information becomes available.
5. Headline and Description
Your ad copy can mean the difference between a click on your ad and a click on your competitor’s ad. Your ad copy must match the searcher’s intent, be aligned with your target keywords, and address the persona’s pain point with a clear solution.
Let’s look at an example to see what we mean.
This was the result of a search for “baby swim lessons.” The copy is succinct and uses limited space to convey its message and connect with its target audience.
The Swim Revolution knew to include the keyword in their headline, so we knew right away that this ad was relevant to our search. The description explains why this is the best option for swim lessons because it addresses their persona’s concerns — a parent looking to enroll their baby in a swim class.
They use words like “skills,” “fun,” “confidence,” and “comfort in the water” to calm our fears about putting a baby in a pool and to demonstrate that we will get what we want from this class — an infant who can swim.
This type of ad copy will get you clicks, but carrying this level of intent into your landing page copy will result in conversions.
6. Ad Extensions
If you use Google Ads, you should use Ad Extensions for two reasons: they are free, provide users with additional information, and are another reason to interact with your ad. These extensions fall into one of the following five categories:
Sitelink Extensions extend your ad — helping you stand out — and provide additional links to your site that offer users more enticing reasons to click.
Call Extensions allow you to incorporate your phone number in your ad, so users have an additional (and instant) way to reach out to you. If you have a customer service team ready to engage and convert your audience, then include your phone number.
Location Extensions include your location and phone number within your ad so Google can offer searchers a map to find you easily. This option is great for businesses with a storefront, and it works well for the search query “…near me.”
Offer Extensions work if you’re running a current promotion. It can entice users to click your ad over others if they see that your options are discounted compared to your competitors.
App Extensions provide a link to an app download for mobile users. This reduces the friction from performing a new search to find and download the app in an AppStore.
7. Google Ads Retargeting
In Google Ads, retargeting (or remarketing) is a method of advertising to users who have previously interacted with you online but have not converted. Tracking cookies follow users around the web and target them with advertisements. Prospects must see your marketing at least seven times before becoming a customer, so remarketing is effective.
Types of Google Ads Campaigns
You can select from one of the five campaign types on Google Ads. Let’s cover the optimal uses for each and why you might choose one over the other.
1. Search Ad Campaigns
Text ads that appear on Google results pages are known as search ads. A search for “pocket squares,” for example, yields the following sponsored results:
The advantage of search ads is that your ad will appear where most searchers look for information first — on Google. Furthermore, Google displays your ad in the same format as other results (except that it is labeled an “Ad”), so users are accustomed to seeing and clicking on results.
Responsive Search Ads
Responsive search ads allow you to enter multiple headlines and ad copy variations (15 and four, respectively) for Google to choose the best performers to display to users. Create one static version of your ad with the same headline and description as you use traditional ads.
Responsive ads enable a dynamic ad that is auto-tested until you reach the best version for your target audience — for Google, this means until you get the most clicks.
2. Display Ad Campaigns
The Google Display Network is a network of websites in various industries and with a diverse audience that opts in to display Google Ads. The website owner benefits because they are paid per click or impression on the ads, and advertisers benefit from getting their content in front of audiences who match their personas.
3. Video Ad Campaigns
Video ads are displayed before or after (and sometimes in the middle of) YouTube videos. Remember that YouTube is also a search engine. The right keywords will bring you to a video, disrupting the user’s behavior just enough to catch their attention.
4. App Ad Campaigns
Google App Campaigns advertise your mobile application on Google Search Network, YouTube, Google Play, Google Display Network, and other sites. You can run ads that encourage your audience to download your app or, if they already have it, to perform a specific action within it.
Unlike other types of ads, you do not create an App ad campaign. Instead, provide Google with information about your app and its target audience, and then place a bid.
5. Shopping Ad Campaigns
Google Shopping Ad Campaigns are another type of Google Ad. Shopping campaigns, like the others, appear on SERPs and include detailed product information such as price and product imagery. You can launch a Shopping campaign via Google Merchant Center, where you can enter specific product information that Google will use to create your shopping ads.
Shopping Ads allow you to promote specific products and product lines rather than your entire brand. When you search for a product on Google, ads for various brands will appear along the top and side. When I search “running shoes,” this is what I get.
How to Use and Create Google Ads?
Setting up paid campaigns on Google is relatively simple (and quick), thanks to the platform guiding you through the process and providing helpful hints. When you go to the Google Ads website and click “Start Now,” you will be guided through steps to get your ads up and running. The setup should take 10 minutes if you have your ad copy and images ready.
All the extra steps you must take to ensure your ads are properly set up and easily trackable may be less obvious. Let’s go over them altogether. These are the steps you’ll take after submitting your ads for review.
1. Link Google Analytics
You most likely have Google Analytics installed on your website to track traffic, conversions, goals, and other unique metrics. You must also connect your Analytics account to Google Ads. Because you can view these events in one place, linking these accounts will make tracking, analyzing, and reporting between channels and campaigns much easier.
2. Add UTM Codes
Google uses Urchin Tracking Module (UTM) codes to track any activity associated with a specific link. You’ve probably seen them before; they’re the bits of a URL that come after a question mark (“?”). UTM codes will tell you which offer or advertisement resulted in a conversion, allowing you to track the most effective parts of your campaign. Because you know exactly what’s working, UTM codes make it easier to optimize your Google Ads.
The trick is to add your UTM codes at the campaign level when configuring Google Ads, so you don’t have to do it manually for each ad URL. Otherwise, you can manually add them using Google’s UTM builder.
3. Set Up Conversion Tracking
Conversion tracking tells you how many customers or leads you’ve gotten from your advertising campaigns. It is not required to set up, but without it, you will have to guess the ROI of your ads. Conversion tracking enables you to track sales (or other activities) on your website, app installs, or phone calls generated by your advertisements.
4. Integrate Your Google Ads With Your CRM
There is something to be said for centralizing all of your data so that you can track, analyze, and report on it. You already use your CRM to keep track of contact information and lead flows. Integrating Google Ads with your CRM allows you to track which ad campaigns are working for your audience so that you can continue marketing to them with relevant offers.
Google Ads Bidding Strategies
It’s time to start bidding after setting up your ad campaigns and tracking. Remember that your ability to rank in Google Ads is determined by how you bid. While your budget and objectives will determine your bid amount, you must know a few strategies and bid settings before launching your paid campaign.
Automated vs. Manual Bidding
You have two options for bidding on your keywords — automated and manual. Here’s how they work:
Automated Bidding puts Google in the driver’s seat and allows the platform to adjust your bid based on your competitors. You can still set a maximum budget, and Google will work within a range to give you the best chance of winning the bid within those constraints.
Manual Bidding lets you set the bid amounts for your ad groups and keywords, giving you the chance to reduce spending on low-performing ads.
Bidding on Branded Search Terms
Branded terms include your company’s or a specific product’s name, such as “ROI Minds CRM.” There is much debate about whether or not to bid on your branded terms, and bidding on terms that are likely to produce organic results may be viewed as a waste of money on one side of the debate.
On the other hand, bidding on these terms gives you control over these search results pages and helps you convert prospects further down the flywheel.
Another argument in favour of bidding on your branded terms is that competitors will take up valuable real estate that should be yours if you don’t.
Cost Per Acquisition (CPA)
If spending money to convert prospects into leads makes you uncomfortable, you can instead set a CPA and only pay when a user converts into a customer. While this bidding strategy may be more expensive, you can rest assured that you only pay when acquiring a paying customer. This strategy makes it simple to track and justify your advertising spending.
Additional Resources to Optimize Your Google Ads
Your ad copy and headline are not the only elements that will determine the success of your paid campaign. Getting a user to click is only the first step, and they should be directed to a conversion-optimized landing page before being directed to a Thank You page, instructing them on what to do next.
Check out these additional resources and use them as guidelines to set up your Google Ads campaign if you want your Google Ads to generate qualified leads and customers.
Landing Page Best Practices will teach you how to set up a landing page that’s prime for conversions, so you don’t waste those precious clicks.
Optimized “Thank You” Pages show you what to do with your new lead post-conversion, how to keep them on your site, and ways to maintain their attention.
Tips for Mobile Google Ads teaches you the key differences between desktop and mobile ads and how to optimize both.
Optimizing Google Ads Costs will show you how we, at ROI Minds, maximize our Google Ads spend to get the best ROI.
Quality Google Ads Examples That Convert shares examples of Google advertising campaigns that got it right.
Start Your Campaign
Google Ads should be a part of your paid strategy due to its reach and authority. Start with the tips we provided, and remember to refine and iterate as you go.
There is no such thing as a failed Google Ads campaign, only those that require additional attention. You now have everything you need to create a successful Google Ad campaign that drives clicks and converts leads using the strategy and information provided above.
Even though text ads are heavily text-based on the surface, there is much more going on behind the scenes that can make or break your success in the paid search space. Assuming your paid search campaigns are already up and running, we’ll go over five ways to take them to the next level.
1. Negative Keywords
Negative keyword lists are something that is frequently overlooked or undermanaged. If you have a broad match term like “+best +watches,” you might be surprised to learn how much of your search volume is unrelated to your business and how it affects the overall performance of your campaign. If your company only sells adult men’s watches, you’ll be disappointed to see that many of your impressions are for children’s or women’s watches. There are two main reasons why negative keywords are particularly useful.
The main reason is that you will be wasting money on clicks that will not convert for you, such as someone clicking on your ad looking for a kid’s watch and discovering that you don’t sell any.
The second reason is that it will harm the campaign’s overall performance and may lower your quality score.
The quality score comprises three components: expected CTR, landing page experience, and ad relevance. If you show up for an ad when you don’t have the product or service that the customer is looking for, they will either not click (CTR) or quickly leave your site (landing page experience), both of which can hurt your quality score. We generally recommend reviewing your search query reports at least once or twice a month to identify any new negative keywords that should be added. If you haven’t updated your negative keyword lists in a while, doing so will almost certainly benefit your campaign in terms of cost savings and improved quality scores. To learn more, read our article on Negative Keywords.
2. Ad Rotation
Ad copywriting is an art form in and of itself, but thankfully, Google and other ad platforms have tools to assist you in optimizing your creative strategy. Your current ad groups may contain one or two ads that have not been updated in a long time. In general, updating your ad copy may be a good idea, but switching to ad rotation optimization may pay off even more in the long run.
Assume we have two ads in our ad group, each with 500 impressions per month, but one outperforms the other in clickthrough rate and conversion rate. While we could disable the poorest-performing ad, doing so for all of our ad groups would be time-consuming, which is where ad rotation optimization comes in. This Google Ads setting allows Google to rotate between multiple ads to automatically find the best frequency for each ad.
In our two-ad scenario, Google may decide to show the better ad 75 percent of the time and the other ad 25 percent of the time to improve the ad group’s overall performance. You can also use this automation tool to test more than two pieces of ad copy. You can experiment with 3 or 4 ads and see how they perform, knowing that ad rotation will also optimize overall performance.
Ad rotation optimization can alleviate much of the burden of constantly managing ad copy and regularly testing more ad copy pieces. To begin using this feature right away, toggle ad rotation optimization at the ad group or campaign levels.
3. Automated Bidding
Another fantastic automation feature provided by Google and other ad platforms is automated bidding. It can be extremely difficult to determine the appropriate bids for each keyword in your account. Manual bidding can be suboptimal when dealing with the ebbs and flows of competition and business cycles. Fortunately, automated bidding solutions exist to make our lives easier and our campaigns more profitable.
Google’s Smart Bidding, the automated bidding solution, enables you to optimize toward a variety of different goals based on your desired outcome. You can set your bids to increase site visits, impression share, conversions at a specific CPA, and other goals. If you choose to maximize conversions or another metric, make sure you have a budget in place to keep your spending in check.
To begin, it may be simpler to use Target CPA or Target ROAS to ensure that you are getting the desired return as you spend money. See
4. Data-Driven Attribution
Most people begin by setting up conversion tracking with a last-click method, which is probably a good place to start. Depending on the nature of your business, you may want to start exploring other types of attribution methodologies as you progress in paid search.
Assume you sell a high-priced item online, such as wedding rings, where a customer is likely to do a lot of research before purchasing, and you don’t expect the first search from that customer to result in a sale. The customer’s first search may be “best wedding rings,” and they may then browse various sites, including yours, but not make a purchase.
They decide that your offering was the best after visiting multiple sites and giving it some more thought, so they search for your brand and make a purchase on your site.
In a last-click world, you might dismiss your initial search ad as ineffective because it didn’t result in a sale, but you and I both know that if we hadn’t appeared for that initial search, the customer would never have learned about our brand and made the purchase. This is where other types of attribution can help.
Google provides a report and tool called Data-Driven Attribution, which allows you to compare conversion rates between the last-click methodology and Google’s data-driven methodology. To enable data-driven attribution, navigate to Tools > Conversions > Edit Settings > Attribution Model > Data-driven attribution. See Google’s Data Drive guide for more information.
Our first four suggestions were for a specific feature or function in the paid search arena. Nonetheless, our fifth recommendation is a broader one to improve the performance of your campaigns. The fifth suggestion is to test more in all aspects of paid search.
You will learn new things about your customers and new ways to optimize paid searches by testing different things in your account. While one type of ad or landing page may be more effective for one account, the opposite may be more effective for another. The only way to learn about your audience and business is to test.
You can use Google’s Draft & Experiments feature or whatever search tool you prefer to create tests. Larger tests should be run at least once a quarter, and smaller tests should be more frequently.
As previously mentioned, ad copy using ad rotation is an example of a smaller test that may run more frequently. Using ad rotation to test new ad copy is a low-fidelity method of continuously testing and improving your ad copy.
A landing page test is an example of a larger test that may necessitate the use of a tool like Drafts & Experiments because it necessitates more resources to create a new landing page, design the test, and launch the test.
Testing landing pages, ad copy, and audience lists, among other things, is an excellent way to gain new insights and propel your business forward.
Google Shopping Ads or Product Listing Ads (PLAs) are product-based ads that appear for product searches across Google and Google Shopping.
Product Listing Ads include:
Additional information can be layered into the ad, including:
Google Shopping Ads can be an incredibly effective marketing channel because you can reach shopper-specific-search queries with clickable images at the very top of the search results (above organic results).
While Google Shopping Campaigns have been around for some time, Google has added powerful capabilities over the years, such as Showcase Shopping, Local Inventory Ads, Smart Shopping campaigns, new smart bidding strategies, and more.
To start creating Shopping Ads, you’ll need to set up a product feed that connects with your Google Merchant Center. This process dynamically integrates your catalog inventory with Google’s Shopping platform.
Whether you are a veteran Google Shopping advertiser or a newcomer, your Shopping ads performance will depend on your ability to dial in three key areas:
Product Feed Optimization
Targeting & Bidding Strategy
We’ll cover each in this guide and provide additional tips to help you stand out against the competition after covering Google Smart Shopping campaigns and the Merchant Center.
What Are Google Smart Shopping Campaigns?
Smart Shopping campaigns are a variant of the Google Shopping Ads to simplify advertising on Google Ads by using automated bidding, creative ad customizations, and ad placements based on Google’s machine learning.
Smart Shopping campaigns feature both Product Shopping ads and display ads (including remarketing ads and Similar Audiences), eligible to appear on the Google Search Network, Display Network, YouTube, and Gmail.
Smart Shopping gives businesses with smaller bandwidth (as well as advertisers with large catalogs) the ability to generate product listing ads with minimal assets and input required.
Over the years, we’ve seen Google’s machine learning become more effective in how it optimizes and streamlines campaign performance, but there are caveats to using Google Shopping.
Layer in Remarketing with RLSA Campaigns
Remarketing Lists for Search Ads (RLSAs) enable you to target people who have previously visited your website, past purchasers, or audiences who have interacted with your company in some way. They provide a significant opportunity for driving lower funnel conversions and repeat purchases.
2. Target New Visitors with Similar Audiences
You can attract new visitors to your site using Similar Audiences by finding people who have similar search and/or browsing behavior to your existing remarketing list members.
“Similar audiences are excellent for discovering other audiences that are similar to your best-performing users.” This helps narrow that broader audience down to users who match our previous buyers’ online personas,” says Harms.
You can show your ads to people whose search behavior is similar to your site visitors by including Similar Audiences in your campaign or ad group targeting. These individuals are more likely to be prospective customers.
What are the Benefits of Similar Audiences for Shopping?
Simplified audience targeting – Similar audiences targeting eliminates the guesswork of discovering new audiences by automatically identifying potential customers similar to people on your existing remarketing lists for search ads.
Increasing the reach of existing remarketing campaigns and driving new, more qualified users to your site – With similar audiences, you can increase the reach of existing remarketing campaigns and drive new, more qualified users to your site who are more likely to perform actions that are important to you.
Even if these similar audiences do not immediately purchase from your site, they will be added to your remarketing list if you have added the remarketing tag to your site.
3. Include Geo-Targeting Modifiers
We also recommend being more aggressive with geo-targeting modifiers for your Google Shopping ad campaigns.
Geography-based bid changes, also known as modifiers, are a feature that allows advertisers to adjust bid percentages based on location.
Choose which regions to target based on your site’s, audience’s, and performance objectives.
Consider segmenting for both online and offline locations.
Take note of the location-based customer intent (remember the location and targeting intent can be combined).
Use mobile ads that can be redeemed in-store for customers close to stores.
Investigate Analytics data and Google Ads dimensions reports (geographic report, location report, and custom columns to reflect visitor data).
Depending on your situation, you might want to get even more granular by drilling down to the city/zip code level if you haven’t already.
4. Get Competitive with Auction Insights.
With more advertisers investing in Shopping than ever before, it’s critical to understand when impression shares begin to rise.
Our experts use Google Auction Insights to compare their performance to other advertisers competing in the same auctions as them.
This type of data can assist retailers in making strategic decisions about bidding and budgeting by highlighting where they are succeeding and where they may be missing opportunities for improved performance.
“If you’re in a highly competitive space, we recommend checking in on Auction Insights monthly, if not weekly.” When everything else is equal (CPCs, clicks, average position, etc.), but conversion rate or CTR is declining, competition is most likely the variable causing the change.”
5. Reach More Mobile Shoppers with Showcase Shopping Ads
While many marketers think of Shopping as a revenue driver for capturing and converting demand, you can also use Google Showcase Shopping Ads to target upper-funnel search queries.
Google Showcase Shopping Ads’ primary goal is to assist shoppers conducting non-branded searches in exploring and discovering what they want to buy and where they want to buy it.
Showcase by Google Shopping ads is shoppable ads that appear at the top of Google Search on mobile devices when users search for broad, high-volume keywords.
This is significant given that more than 40% of shopping-related searches on Google are for broad terms such as “women’s athletic clothing” or “living room furniture.”
6.Include Merchant Promotions with Your Shopping Ads
Merchant promotions can significantly impact the performance of your Shopping campaign, especially when competing with Amazon and Prime shipping.
Merchant promotions, also known as special offers, allow retailers to highlight their products while increasing their chances of click-through rate and conversion.
On Google’s PLA grid, online advertisers can include coupons or promotions alongside product or store information.
The following are some of the advantages of using Merchant Promotions:
Acquisition – By emphasizing listings, retailers can increase their click-through rate.
Conversion – Increase conversions by providing shoppers with a compelling reason to buy now.
Cost – There is no additional charge for including promotions with Product Listing Ads.
Recommended Google Product Listing Ad Merchant Promotions:
Lowering the free shipping threshold
Buy one, get one or Buy one, get one 50% Off
Tiered percentage discounts (Example: 5% Off Orders of $50, 10% Off Orders of $100 or more)
Brand-specific rebates (Example: One for each brand, sponsored by the manufacturer)
Google Shopping Ads can be a highly effective revenue-generating channel for any retailer, especially with advancements in Smart bidding and targeting tools, improved inventory (like Showcase), and other features that can improve the impact of your Shopping campaigns.
The ROI of your Shopping ad campaigns, on the other hand, is determined by your ability to test and optimize everything from your product feed to your structure and targeting.
If you use a test-and-learn approach to master the following three areas, the success of your Shopping initiatives will improve:
Google Ads Currently Has 11 Different Bids That You Can Use for Different Goals
Target CPA (Cost Per Acquisition)
Target ROAS (Return On Ad Spend) (Return On Ad Spend)
Maximize Conversion Value
Enhanced Cost Per Click (ECPC)
Manual CPC Bidding
CPM Bidding (Cost Per Thousand Impressions)
CPM Bidding (Cost Per Viewable Thousand Impressions)
CPV Bidding, (Cost Per View)
Target Impression Share Bidding
Target CPA (Cost Per Acquisition)
The target cost per acquisition determines the optimal cost-per-click (CPC) for each auction that the user runs. Target CPA is a google ads smart bidding strategy. Google uses machine learning & data to optimize campaigns that set bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) that you set
Target ROAS (Return On Ad Spend) (Return On Ad Spend)
Return on advertising spend (ROAS) is a marketing standard that measures the effectiveness of digital advertising campaigns. Roas helps online companies reach goals. Which methods are working and how they can improve their advertising activity in the future. Google uses historical data to optimize your campaign and reach the goal you set.
Maximize conversions set bids to get the highest number of conversions on your budget, based on historical campaign performance and data. Maximizing conversions is not an ROI strategy that asserts that google can spend budget and get as many conversions as possible.
This Strategy can be particularly useful to scale a company and thus hiring any credible google ads agency India has, is what you might need to look into if you are serious about taking your brand to new heights.
Maximize Conversion Value
Maximizing conversion value bids attempts to get the highest conversion value for a particular budget. The data with high conversions may have higher bids than auctions with low conversions.
Enhanced Cost Per Click (ECPC)
Google ads auto-optimized CPC is a type of smart bidding that is not fully automated and thus the user has more control over it. The goal of this bidding strategy is to automatically increase or decrease the manual CPC bids for auctions that reach more people to be converted by the customer. Your average CPC does not fall below the set maximum CPC.
Maximize clicks is an automated bidding strategy that helps you generate as many clicks as you can within your budget. Adwords will try to give you an approximate click to your goals can define this for campaigns or set it as a portfolio bidding strategy and apply it to multiple campaigns.
Manual CPC Bidding
You can use the manual cost-per- click (CPC) offer to set the maximum click cost for your ad. This bidding method is cost-effective because you only pay if your viewers are interested enough to click on your ad.
CPM Bidding (Cost Per Thousand Impressions)
A Bidding Method That Pays for Every 1,000 Views (Impressions) on the Google Display Network.
Viewable CPM (VCPM) Bids Are Only Charged When the Ad Is Displayed. Existing CPM Bids Are Automatically Converted to VCPM. However, We Recommend That You Update Your Bid, as Visible Impressions May Be More Valuable.
CPV Bidding (Cost Per View)
Cost-Per- View (CPV) is a way to charge for video ads based on the number of views or interactions the ad receives. CPV advertising opportunities are a valuable consideration for brands looking to increase awareness by providing a platform for interacting with an audience related to e-commerce merchants.
Target Impression Share Bidding
Goal impression rate is an automated bidding strategy when you set your bid and google tries to show your ad at the top of search results.
Conclusion Now that you have a better insight into the world of Google Ads, it’s time to implement all this knowledge and information into optimizing your bidding strategies by yourself! so that you don’t have to think to yourself “Do I need to Hire a Google Ads Agency Near me?” or if you want to focus on your brand and do what you do best to keep the authenticity alive without getting lost in all the technical mumbo-jumbo, you can simply hire one to work for you!
Do you want to increase the number of conversions for your Google Ads? If the answer is yes, GDN is the saviour for you, but many people have trouble making Google Display Network work for them, so I wanted to share a strategy working well for many of our eCommerce clients. Let’s elaborate on this proven strategy in detail.
There’s a trick! You have to spend a lot of cold traffic to your online eCommerce PPCmanagement and then warm it up and convert them.
The most common mistake most marketers make is catching the conversions with the cold traffic. The typical COLD Traffic conversion rates are around 1-2%, whereas you can get up to 60% and 70% conversion rates by remarketing.
Here are the Four Steps to Warm Up Your Traffic and Turn it into Customers
STEP 1: Send Cold Traffic to Amazing Content Pages
Show display ads to Cold traffic to send visitors to some awesome pre-sales content pages that give immediate practical value to your ideal customer.
Instead of sending cold traffic directly to a sales page where you offer something, you need to give VALUE to your customers. For example, you need to address their pain points or say you need to provide solutions to their problems. So, give some initial value to your Cold Traffic by directing them to some awesome content pages that offer value to your future customers.
In this way, you can build your relationship and trust by giving an amazing value and getting your cold audience to begin the process of liking and trusting you or your brand.
Ideally, your content will also spread awareness and knowledge of the issues and make your visitors aware that your solution to their problems exists.
Now, you can analyze the user behaviour on the pre-sales page and segment the audience based on session duration, bounce rate, etc. Use this audience later on and send them on your sales page.
STEP 2: Segment your Hot Traffic from your Warm Traffic
Some of your traffic may go from COLD to WARM and HOT very quickly, and be ready to buy, call, subscribe, signup, download, etc., it can happen within a few minutes to days after clicking on your ad.
There may be only 5% – 15% of your hot traffic, but if they’ve demonstrated that they’re interested, you can retarget them directly with a specific offer.
Most of the white label PPC management services won’t be ready to turn from cold to warm that fast, and you’ll need to warm them up. So, the best approach is to segment your audience!!!
Setup Your Hot audience in Google Ads/Google Analytics and retarget them
You can set up an audience directly into Google Ads or your Google Analytics account and use them in your display campaigns. Your Hot traffic would be the people who know your brand, done Add to carts, initiated checkouts, cart abandonment, etc.
STEP 3: Show Offer Ads to Your Hot traffic to Power Up Your Funnel
You can target your hot traffic by showing them customized ads with special offers such as 10 to 20% discount offers, etc.
You can also launch a Dynamic Remarketing campaign which will work as per the interaction of visitors with your product pages.
STEP 4: Show Value Ads to Warm Traffic to Build More Value & Trust
Your cold traffic will need more value and time before they are ready to make a purchase. For example, it could be 80% – 90% of your traffic. So, you need to retarget your warm traffic with more value.
To give value, you need to show your testimonials, social proofs, etc. and build a relationship with them through different ad creatives such as images and videos.
In a nutshell, firstly, you have to bring relevant cold traffic to your website/eCommerce store, warm it up by giving value and then retarget it.
So, you can scale your conversions in Google Ads if you can target hot, warm, and cold audiences effectively with the Display network, too, apart from utilizing Search and Shopping. All you have to do is segment the traffic, use different creatives and landing pages accordingly and remarket them to ascend your sales funnel.
You can utilize the Discovery Ads as well by using this similar strategy but with different creatives. Want to know more about it? Let me know in the comments section, and I’ll share the complete strategy with you!
Today, we will discuss different types of google ads for your eCommerce store and when you should use them.
You probably have heard the saying, “You gotta spend money to make money.” Well, that’s right! You need to spend money on different types of google ads to increase your sales and profit.
Using the right type of campaigns for your needs is the key to success here; you must learn when to use which campaigns to maximize your investment return.
Don’t worry! We value your time and won’t go deep into different types and focus mainly on when you should use them to maximize the return on your efforts and investment, so without further ado, let’s get straight into it.
what are the different types of google ads for Your eCommerce Store
Google shopping ads
When you are running an eCommerce store, google shopping ads is like an essential part; it is one of the best ways to list your product with their images and price in front of your target audience so they can compare the price, design, etc., with other products of the same type.
Knowing something is one thing and how to utilize the same for their betterment is another thing. Google shopping ads can bring you fruitful results if used in the right way at the right time.
You should use google shopping ads when you have a large variety of products at competitive prices.
CPC in google shopping ads is comparatively cheaper than search ads, so if you are on a tight budget, you can still get your products listed properly with google shopping ads.
If you are looking to build credibility with your potential customers, you can use google shopping ads and add “Customer Ratings” through your merchant center feed.
When you are launching new products, you can also use google shopping ads to find its right audience.
Google search ads are great for increasing brand awareness and listing your ads for the keywords you pick; unlike google shopping ads, you can choose keywords to show up in results in front of your audience.
Click on this link to learn how you can improve and optimize your google search ads campaigns.
When Should you use –
You can use google search ads for different purposes, which will bring you terrific results, such as :
If you are looking to show your ads for particular keywords, then search ads are great for this job. You can also add negative keywords to exclude your ad and stop google from showing it up for keywords you don’t want.
You can set and limit your bid as per your budget in search ads, so if you are on a fixed budget, you can select the bid accordingly.
You can write compelling titles and descriptions to charm the audiences and get their attention towards your products/services.
If you want to get more traffic to your website, search ads will be great for that task, and users searching for specific keywords also have high buyer intent.
Display ads campaigns for remarketing are a great way to convert more users. In simple words, when users visit your website/landing page but do not complete the purchase, you can target them again with the google display ads network.
For example, you are selling shoes, a user visited your website/landing page for the same from SERPs and did not complete the purchase, you can again target them to sell your shoes with google display ads network.
Click on this link to learn how you can improve and optimize your google display ads campaigns.
When Should you use –
You can use display ads on different websites where your future customers are already spending time. All you need to do is catch their attention with your ads.
One of the main features of display ads is, you can include images in them, so if your products or services are more visually appealing, then display ads will bring you results.
With display ads, you can generate awareness among people who have passive buyer intent. In simple words, they are users who are not actively looking to purchase but might convert at a later point.
One more situation in which you should use display ads is thatit will help you build awareness about your product and brand, which also helps in pushing the user towards the purchase when you have a long sales cycle.
You can reach up to 3 billion people with google discovery ads. Now, that’s a huge amount, isn’t it?
Google discover ads will help you deliver highly visual and inspiring personalized ad experiences to people who are ready to find out and engage with your brand.
Click on this link to learn how you can improve and optimize your google discovery campaigns.
When Should you use –
If you are looking to tell a visual story with your products’ images, then discovery ads will be the right fit for you.
When you are looking to target a vast amount of potential customers, discovery ads will be the right option for you.
You just have to set a single discovery campaign, and it will automatically show on youtube and google discovery on its own, with google’s Machine learning technology. You don’t have to set different campaigns for youtube and google discovery networks.
It’s a new campaign type, but you can target the same audience with this, so if you are looking to try out a new type of campaign for your products or services, you can try your luck with this.
Conclusion: Using the right campaigns for the right purpose is key to success. Your business can yield terrific results once you get good with choosing suitable campaigns for the right purpose.
Need more insights? We are more than happy to help. Feel free to contact us at :
Creating an accurate shopping campaign structure is part of the biggest optimization that helps to manage products easily and scale in the right way.
This picture gives you more clear insight to set-up the correct structure of your shopping campaign.
You can also segregate your all products basis on the structure as below:
How to Plan Google Shopping Campaign Structure
Most of the marketer didn’t go with the optimized campaign structure but they went with it to set up the standard shopping campaign.
The structure of Google shopping campaigns is important because we have limited control over search terms for product adverts.
The optimized shopping campaign structure is as important as shopping feed optimization. Most of the marketers do not know how to structure the optimized Shopping campaign that will help in getting the 3X Plus ROAS.
In this eCommerce shopping campaign structure setup, we are going to explain different types of Google Shopping campaign structure that you can set up to make your E-commerce store profitable.
1. A Standard Way – One Shopping Campaign with one Ad group
It is a standard approach to setting up an eCommerce account by creating one campaign and adding one Ad Group, and then dividing your product groups out.
Pros of this structure
Easy to set up
Less time to manage
Cons about using this structure
Hard to Optimise search terms by using negative keywords
Bid Adjustment based on brand terms or high intent terms is not possible.
Not possible to control search queries at the product group level
In one ad group campaign, it’s hard to further divide out categories, products, brands, price, and IDs is a pain if you have tens of thousands of products.
If there is any update in products then the product SKUs that did well will disappear from product group divisions.
It isn’t possible to find what keywords are triggering specific products.
To find out poor performing products is more time consuming with hundreds or thousands of products within one Ad Group.
Some products will not get exposure or clicks. because of an exhausted budget.
2. Setup Two Campaigns On the basis of Campaign Priorities (High, Medium, Low)
The idea behind setting up the two shopping campaigns using campaign priorities is that you should not miss the opportunity. While setting up the High, Medium, and Low priorities shopping campaign you can set the bid based on their priorities.
Google gives the preference in the auction to campaign in the account as per campaign priority or bid. If the budget of a high priority shopping campaign exhausts then a medium priority shopping campaign will perform the same as a low priority campaign.
On the basis of priority, you can also prioritize your search terms:
High Priority to Generic Terms ( Exclude Brand and other irrelevant terms)
Medium Priority to Brands Terms ( Exclude Generic and other irrelevant terms)
Low Priority to Catch-All Terms ( Exclude Generic, Brand, and other irrelevant terms)
Pros of this structure
Easy to set up. Setup the first campaign then copy and change the priority settings and bid.
More control over bidding on higher intent terms such as brand terms or any product-specific search query.
Cons of this structure
Twice as many campaigns to manage and create confusion.
It isn’t possible to control search queries at the product level
Segregating the products into one Ad Group in each campaign is a challenge.
Due to poor product groupings within a single Ad Group then Some products will not get exposure or clicks
Harder to find out the Poor performing products then it will difficult to exclude or manage unless you take them out.
3. On the basis of Custom Label
You can use custom labels when you want to subdivide the products in your campaign. There are plenty of reasons you need custom labels for, for example when you are selling seasonal products or doing stock clearance, etc.
Pros of this structure
Easy to optimize Search terms
Easy to analysis the product performance
More control over bidding is based on intent terms.
Cons of this structure
It’s time consuming to setup the campaign
Need proper planning to structure this campaign.
It’s a confusing task to optimise the campaign.
4. On the basis of Product Category
Google product categories are the categories you use to identify products in a product feed in your Google Merchant Center account. For example, if you are selling mens, women, kids products then you can use that product category to set up a shopping campaign as per product category assigned to them in the feed.
Pros of this structure
Easy to set up campaigns as per product category.
Easy to optimize Search terms as per product category.
More control over bidding is based on intent terms.
Cons of this structure
It’s time taking to set up the campaign if we have a huge list of products categories.
It’s time consuming to plan the structure of campaigns
5. On the basis of Product Brand
You can use the BRAND attribute in google merchant center to indicate the product’s brand name. It helps to identify your product that will be shown to users. Your brand name should be clearly visible on your product packing or label.
For example, if you are a retailer and you sell both nike and adidas products then you can set up a segregated shopping campaign as per your product brand attribute in google merchant center feed.
Pros of this structure
Easy to set up campaigns as per product Brand.
More control over bidding is based on intent terms.
Cons of this structure
It’s time taking to set up the campaign if we have a huge list of brand products.
It’s time consuming to plan the structure of campaigns
6. On the Basis of Profit Margins
This campaign structure is highly beneficial. In this approach, you entail setting up your shopping campaigns to include product categories based on your product profit margins.
This shopping campaign structure is beneficial because you know how much cost you can spend to get the sale for a particular product. Then you can keep an eye on your campaign performance by tracking the amount spent on your particular product.
Pros of this structure
More control over bidding is based on intent terms.
Concentrate budget and efforts on the campaign that generating the best return
It will improve the profitability of your overall E-Commerce store ad account.
It is possible to set device, location, and audience bid adjustments based on different types of search terms performance.
Cons of this structure
Segregating the products into one Ad Group is still challenging.
It isn’t possible to control search queries at the product level
Some products will not get the impression or clicks.
Poor performing products are harder to exclude and manage.
Now the case of using multiple ad groups within Google Shopping Campaign
In the above-suggested campaign structure, we go through the outer structure of the shopping campaign by using the single ad group. Now you have to work on how you will structure your ad groups within your shopping campaign.
You can divide up the products by the available Product Grouping attributes by custom labels, product type, or product category, etc.
In a small account where no product is less, the Single Ad Group approach can work, but from my experience, it gives you less control over managing products in your account.
So we always recommend you to further segregate your product on the basis of product category, product type, or custom label. It can be by creating further shopping campaigns or by creating an ad group.
Advantages of using Segregated Ad Groups in Google Shopping Campaigns include:
By using this you can reduce your unwanted clicks and spend more on effectively managing search terms.
Get the granular level of keyword search term queries that are triggering product impressions and clicks.
Prevent the feed and product group from updating which causes mess up your data.
Some disadvantages of it as well:
It can take time to get significant click data for bid adjustments or bidding automation.
It can be harder to review, adjust, and manage bids when there are hundreds & thousands of product Ad Groups.
We tried our best to make this article as simple as possible that even an 8-year-old could easily understand. So without further ado let’s begin!
Before jumping into google ads, let’s talk about how google works.
It involves 3 parties.
Person – Who has a query.
Google – Where that person searches for that query.
Results – Which answers the query of that person.
To simply put, This is sam. His mom’s birthday is coming and he wants to give her a beautiful present.
Now he is thinking about a present. He then goes to google and searches for “Gift for mom” and google responds to his query with the following results.
These various websites will help him by answering the query.
So in this case Person was Sam and he was thinking about a present for his mom so he searched “gifts for his mom” on google and Google provided results to answer his query.
How GOOGLE works in simple words
Step 1 → Step 2 → Step 3
Query/ Problem of a person –>
Searches for solution/answer ongoogle –>
Gets the Solution/Answer.
Now you have an understanding of how google works, right? Great! It’s time to jump into google ads.
After knowing how people use google and how it works it’s time to use that knowledge to generate some business from it.
For instance, if you are selling pain relief products you can use google ads to convert a customer by solving their problem.
This is Bobby. Bobby is suffering from back pain and wants relief from it. Now he will definitely see a doctor if the pain is severe but in most cases he could be facing it due to long office hours or any other reason.
The pain is not severe and he’s slightly feeling it but who wants to feel pain anyways? Even if it’s a minor one.
Now Bobby has a problem which is ‘back pain’. He wants a solution to it so he searches on google ‘how to get rid of back pain’
So now google results provide him solution like this:
As you can see google ads appear before the organic search results and Bobby is more likely to click on one of these and he’s likely to buy a product to get rid of his pain.
So what we are actually doing is “Solving Bobby’s problem with our products”
Step 1 → Step 2 → Conversion point Step 3
Query/ Problem of a person –>
Searches for solution/answer ongoogle –>
Your chance to provide the solution to their problems with your products or services.
Gets the Solution/Answer.
We’ve added one stop before step 3 which is “Conversion Point”. With google ads we are going to help people by solving their problems with our products and services.
The goal is to provide the solution before our prospect gets to step 3. To stop them at the conversion point and convert them as customers.
Now that you know how people search for problems/queries on Google to get a solution and you can provide solutions/answers to them with your products or services.
There’s one last thing left to discuss, which is how you can get on top of the google search results even before organic results. With google ads? Easy? Right? Yes, it is.
Google ads work like an auction, you bid on keywords to rank your ad on google.
Ad rank is combination of an advertiser’s keyword quality score and their bid
Keyword quality score : It’s mainly based on 3 factors.
Ad relevance – How relevant your ad is to the keywords someone searches.
Expected CTR (Click through rate) – How often people click on your ad when it appears on the results page.
Landing page experience – How often people bounce after clicking on your ad.
After you take care of the keyword quality score it’s time to bid on the keywords. Remember you are not alone in this, other businesses who deal in the same field as yours will be bidding on the keywords too.
That means you have to fight your way to get on the top in which ‘Bid and keyword quality score’ are your weapons.
If your keywords quality score is good and you bid higher than your competitors then chances are, you are going to rank on top. Google marks your keyword quality score out of 10. So 7 and above is considered a good keyword quality score.
There’s one important thing to keep in mind that google will only charge you when someone actually clicks on your ad. It doesn’t matter how many times your ad appears in search results, you won’t be charged anything unless someone clicks on it.
CPC : It stands for cost per click. You can decide how much you are willing to pay when someone clicks on your ad. It’s the amount you bid on your keyword.
If your ad’s keyword quality score is higher than your competitor, then google automatically lowers your CPC, In simple words, you don’t have to pay more than your competitors to rank your ad on top.
This was the simplest way to present how google ads work, Now if you want to know how to set up google ads campaigns and their benefits please head over to our this article.
Google shopping ads or Products listing ads(PLAs) appear on top of SERPs before the organic results.
It allows website owners to set their desired cost per click on their products which are displayed above the fold and before any google text ads.
According to a study, Google shopping ads are better at converting a customer than regular text ads.
For example, when we search for Nike sneakers, shopping ads pop up on top of SERP before the organic results. People are more likely to click on one of these shopping ads than to scroll down and visit a website to find what they are looking for.
Main Components of Google shopping ads
Why should you start google shopping ads right now?
As we all know because of the COVID-19 all businesses got affected, no matter big or small. But there are plenty of opportunities out there.
People are sitting in their homes and searching on google for products. If you have not listed your products on google then you are missing out big time.
Other than that, Google shopping ads tend to convert more customers than regular text ads.
So if you are a retailer and want to increase your sales, we suggest you start right now to throw a net in the pool to catch those fishes(Customers).
Where do shopping ads appear?
Whenever a person searches for any product on Google, they get results with google shopping ads on the top of SERPs.
Google shopping ads appear on image searches, google shopping tab and it also appears across other Google platforms such as
Google search partner sites
Now you have an understanding of what google shopping ads are and why it’s a good time to start right now. But it’s also important to know how they work.
How do google ads work?
Google shopping campaigns can help you catch the attention of the potential audience by optimizing your ad campaigns.
This involves putting up an attractive product image and relevant description that appropriately describes and sells your product to the customer.
Even if your price is a bit higher Google shopping campaigns target Shoppers and grab their attention by offering them products of high quality and at great offers.
This is a great tool that the business owner & marketers use these days to convert and bring in more new customers and expand their business.
Why are google shopping campaigns a must for an eCommerce store?
Google shopping ads have made it possible for local businesses to expand their visibility on a global scale online.
When you search for something on Google search engines you are presented with a list of offers related to your search.
These all are the shopping ads that the businesses use to increase website traffic and get more visibility.
These results show you the product title, the image with the price tag. Google shopping ads have made it easy to find products that one needs according to its specifications and budget.
Why should you use shopping campaigns?
Shopping campaigns have helped businesses to increase the return of investment with a lower cost per click.
Shopping campaigns have made it possible to sell your products and services to customers beyond geographical boundaries and with varying customer behavior years.
Even if the customer is price sensitive shopping campaigns are effective in selling the products with attractive images and product information.
It has made it possible to target potential customers and improve conversion rates. They are effective and strategic tools to target audiences at the lowest cost.
Types of Google Shopping Campaigns
There are 2 types of Google shopping campaigns we get to choose from in Google ads:
1.Standard Shopping Campaigns
2. Smart Shopping Campaigns
Standard Shopping Campaigns VS Smart Shopping Campaigns
In May 2018 Google introduced the new solution for Google shopping campaigns which was known as Smart Shopping. From today’s blog we will learn what smart shopping campaigns are and how they differ
from the standard shopping campaigns..
What is Google Smart Shopping?
Smart Shopping is one of the relatively new features in Google’s portfolio. It uses Google’s AI
With Smart Shopping two things a user has to choose are the target of the campaign and give a
budget. The rest of the process is taken care of by AI. And what does AI do?
Smart Shopping automatically bids for us and displays the ads in several Google networks, which include Google Search Network, Display Network, YouTube, and Gmail. It also covers various
types of ads like display ads, local inventory ads, and product shopping ads.
So without further ado let’s get into the process of creating shopping ads.
You mainly need to set up 2 things for that.
Google ads account
Make sure you use the same google account for both so that you can link your merchant center to your google ads account.
Quick Start Guide
Create a merchant center account.
Set up the product feed in the merchant center.
Create a google ads account.
Link your merchant center account to your google ads account.
Set up Shopping ads campaigns in your google ads account.
You can use this link to see a step by step guide with images on how to set up a merchant center account.
So, what exactly is Google Merchant Center?
Google merchant center is a tool of Google through which you can upload your store and product data feed and make it available for shopping ads and other Google services.
A product data feed is a list of all the products that you sell online. This list contains a special format and tons of attributes. Below are some key attributes of your product data feed:
Product Title: Title is contained with the name of your products and title text shows with your ads serve.
Product Description: This text describes your products and shows when your ads clicked by users.
Product Category: This category defines your product type.
Product ID: Product ID is the unique identity of your products
Product Type: It is defined by the product owner
Product Image: Google defines image size basis on product category
Destination URL: Your destination URL should be working, so the user is able to see products after clicking on the ads.
Availability Status: (In stock or out of stock)
Price: Each product should have an original price
GTIN: The GTIN is a globally unique 14-digit number for each product.
In the shopping campaign, you don’t need to write ads as you do in a search campaign because shopping ads automatically are generated using Google data feed.
Rules for uploading product feed
Now here are some rules that you must follow to upload your feed to the google merchant center. These feed rules allow you to fast in the process of the product feed creation and updating.
Go to the products menu and select fields. Under the activity feed, you will find the rules.
You can derive the constants, assign existing attributes, and include attributes from an additional feed through these feed rules. Let us now know how we can apply these feed rules to the shopping campaigns and get amazing results.
The most basic way to apply these feed rules is to fill in the missing data in a product feed.
For example, if you don’t have an attribute called brand name then you can go to create a rule and set the static value for your product.
You can also use these to create custom data columns for campaign segmentation.
This could also be used for adding the promotion ID field with the static value.
After setting up your merchant center account and giving the product feed. It’s time to set up a google ads account.
Go to this link to sign up for a google ads account (Skip this step if you already a google ads account)
If you already have a google ads account then it’s time to link it to your merchant center account which you have created earlier.
After linking your google merchant center account with your google ads account, you have to create shopping campaigns.
Google Shopping Campaigns
Google shopping campaigns are extensively used to market products online and increase traffic to your website.
Google shopping ads have made it possible to boost traffic at both local and digital platforms. These have made it possible to reach customers with product data including the product image, title, product price, product description, and reviews.
It is easy to attract quality leads with appropriate product data stored in your Google merchant account. This way you are no more bound by the keywords to get into the search results of the search engine.
This flexible approach in the context of digital marketing has made it convenient for businesses to reach customers beyond hindrances. Here are some benefits of google shopping campaigns.
Benefits of using google shopping campaigns
Better quality traffic
Google shopping ads help to increase the quality of the leads i.e. increase the conversion chances by providing entire product information on the ads themselves. This helps the customer to make a decision with the information available and make a purchase.
Easy retail-centric campaign management
Shopping ads are linked to your Merchant Center data feed. This helps to show your product attributes when someone searches for something related to your products. This makes it easier for customers to find your product among thousands of other products online.
You can put more than one Shopping ad. This increases your visibility to the viewers and ultimately the chances to increase sales. When you appear in a user search your reach with customers for a single search can increase multiple times.
Powerful reporting and competitive data
You can assess the performance of your products at any level. This helps to decide the effectiveness of your shopping campaign and whether you should continue it or not.
It provides you analytics and tools that help to optimize the ads from time to time to improve the overall performance and return on investment.
Now that you know what google shopping campaigns are and their benefits. It’s time to learn how to set up a shopping campaign.
How to set up Google Shopping campaigns
Google shopping campaigns help you to promote your products by giving users detailed information about what you’re selling before they even click your ad.
With the use of retail-centric reporting tools, you will be able to track the performance of your products over time.
Once you get approval on your products in Google merchant center, the next step is to set-up the Google Shopping campaign in Google Ads.
In the Google ads dashboard, click on the plus button to create a shopping campaign, and on the next screen select shopping campaign.
Before you select a smart or standard shopping campaign, let’s get more clear about the difference between both smart and standard.
If you choose a smart shopping campaign it shows ads also on the display network, your ads can appear as banner ads on other network sites or even on YouTube. Smart campaigns are totally automatic and Google gives more exposure to your ads.
On the other hand, in Standard Shopping campaigns, you are eligible to set CPC for each product and you can make it up and down according to your product performance. But with Smart Shopping, all of that is automated.
We are going to focus on Standard Campaigns here so let’s continue with that.
The next step is to select your merchant center account and select the country where you want to target the potential customers.
We have already discussed the difference between standard and smart shopping campaigns so choose whichever you prefer according to your needs.
Then Pick a name for your campaign.
Select your Bid strategy, automatic or manual. We advise you to choose manual CPC and your budget. However, you can go for an automatic bidding strategy too.
Then set your Campaign Priority. If you are running more than 1 campaign then you can change priority otherwise keep it low for now.
Make network selections, device preferences, and location targeting.
After that, Choose your ad group type according to your products. We suggest you go with Product Shopping.
But you can also use Showcase shopping if you want to Create Multiple Product Ads at once.
Then Name your ad group and enter how much you want to spend per click.
Pro tip – If you are a complete beginner and you want to have a basic idea on how much you should bid, then go for 1% of your product price.
For example, if your product costs $40 then you can go for a $0.4 bid and check it for 2 days, if you are not getting impressions then increase the bid by 30% to 40% and set the bid as the benchmark CPC suggested by Google.
Here we can do product selection. You can choose from different products on which you want to run shopping ads.
Optimizing your shopping ads
You can easily improve the effectiveness of your campaign by using some techniques. This includes uploading attractive product images, giving appealing titles to your products, etc.
You should be ready with a website that runs across platforms including mobile devices, and laptops.
Using your customer reviews on products can help you get new leads. These qualified reviews can prove to be a wonderful way to make money through google ads.
Shopping Campaigns Optimisation strategies
Let us now have a look at the Optimisation Strategies for the product feed to make them even more effective and workable.
So here we are going to talk about the top 5 optimization strategies.
Add Negative Keywords
Unlike google text ads, you can’t tell the keywords to google for which your product lists. But you can add negative keywords to tell Google to stop showing your products for keywords you want to exclude.
Evaluate your winners & losers
Some of your products are going to perform better than others. You have to identify the products which are not performing well and make adjustments to improve them.
Always keep in mind that a product that is not converting well is not the only loser, if your CPC is higher than your profit margin then you are losing money on those products too.
Boost individual products
After evaluating your winners and losers, now you know which of your products are doing really well. Now you know which products you have to bid higher in order to maximize your profits through the conversion of those products.
Exclude Underperforming Products
There might be several reasons because of which your product is not performing well. Instead of wasting your effort & money on them, just simply exclude them and focus more on your winners.
You can also exclude products when they are out of stock or you know they are not going be popular in upcoming times for example if you sell warm coats, you know people are not gonna buy those in summer.
5.Use Specific Extensions
Using specific extensions in shopping campaigns could be the difference between a conversion and a wasted opportunity.
There are two types of extensions i.e Automated and Merchant Center Program. Automated extensions show only Shipping and tax-related information. Its merchant center program, where we are going to benefit from.
We can use them to show promotional offers like price drop and customer reviews.
Google shopping ads campaigns have changed the way we advertise today. The google merchant center is giving the businesses their visibility online through their product data.
This new approach to reach the target audience is proving to be effective and reliable.
Google has put forward numerous tools that help to automate the process and track the performance from time to time.
This great and improved technique of marketing on digital platforms is both cost friendly and market-friendly.
Having a good knowledge about this and implementing it in the right way could be certainly beneficial for the business.
For a successful eCommerce account, there is a need for a secret sauce of successful shopping campaign strategy. This is because Shopping campaigns play a vital role in e-commerce Google ad accounts with the budget allocation of above 60% of the account budget.
Firstly let’s understand what is a Google shopping Ads?
Google shopping ad platform is like a product comparison platform where buyers can compare the price of products from different retailers.
It is also known as Product listing ads (PLA). With Google Shopping ads, retailers can showcase their product with their product price and photo.
With Google shopping ads advertisers can also add a promotion, star rating, and more to increase conversions.
You might also know that Google Shopping Ads show up before paid search and organic listings and you can also see shopping ads on the right side of SERP.
One of the major differences against Google Display and Search Ads as compared with shopping ads is that there’s no keyword bidding.
It doesn’t mean that there is no bidding at all because Instead of ranking for keywords, bids are set on a product group level.
For shopping ads, you need to submit your product feed in Google merchant center and each product feed plays a different role for each ad.
It’s important to follow the successful strategy for Google shopping ads because you can’t fly your campaign with a half-cocked or prepared strategy.
Let’s Follow our 8 strategies for Google Shopping success:
As we already said that Google shopping ads account for 60% of the budget share and its overtaking search ads in the USA. So it’s important to have a high-performance Google Shopping campaign for every eCommerce store.
Now take a look at our 8 advanced optimization strategies for Google Shopping campaigns to the next level.
1. Segmentation by user Intention
In Google Shopping, it is common to find that branded searches perform differently from non branded searchers.
To maximize performance, it is best to create two different campaigns to capture each and add the branded terms as negative keywords in one campaign to channel all of the branded searchers into the other.
You can then bid higher for your best performing queries.
2. Segment traffic by designers vs generics
Segment your shopping campaigns by specificity Of search queries. Use campaign priorities and negatives to allocate traffic. Bid higher for your best queries.
3.Keep Your Pricing Competitive
Keeping your pricing competitive is critical to success with Google Shopping. Our data below clearly shows that more competitively priced products generate significantly more clicks and conversions.
Cheap products generated much more traffic despite similar products in both groups.
4. Test Bids Extensively
We have found that bidding is much more volatile on Google ad platform and much more volatile on Google Shopping compared to Google Search. So it is a smart idea to test your bids extensively.
5. Add Keywords to Your Product Title
Product titles are one of the most important parts of your product feed. To optimize it, you should include your keywords within your product title. This way, you will generate more impressions for that keyword.
6. Segment by Product ID
Different products have different profit margins and costs so to maximize the performance you want to set different bids for each different product.
To do this you should segment your Google Shopping feed by individual product ID.
7. Segment by Hour of the Day
The performance of Google Shopping ads will vary considerably by an hour of the day and day of the week.
To maximize your performance, you should look to change bids 24 times per day using a bidding script to increase bids at high-performance times and decrease them at poor-performing times.
8. Add RLSA to Your Shopping Campaigns
People who have previously visited your website are considerably more likely to convert into a paying customer.
So it is a smart idea to use remarketing lists for search ads (RLSA) to increase bids and show your Google Shopping ads to them more often.
We have mentioned that for all eCommerce stores, Google Shopping ads play an important role to scale the business sale. So all e-commerce stores should run Google shopping ads.
A Google Display Ad is most frequently a picture ad or an expensive media ad which will show when people are browsing the web , watching videos, checking Gmail, or using apps.
This kind of ad is usually shown on sites that aren’t owned by Google (with the exception of YouTube), but sites that are a part of the Google Network.
Display Ads show to people that have an interest in your kind of product, visit sites associated with your products, and may be shown to users who have shown interest in your specific product or website within the past with retargeting.
Guide to create your first Google Display ad campaign .
First, you’ll need to navigate to your Google Ads account. you’ll use an existing Google account to register for an Ads account.
2. Set-up Google Ads Conversion Tracking
You can either use the Google Ads pixel, Google Analytics, and/or Google Tag Manager to make your conversions. The reason you would like to utilize conversion tracking is because you’ll optimize your budget for key events like leads and sales for your business.
3. Create New Google Ads Campaign
Once you have a conversion tracking set-up, you’re able to create your campaign.
4. Choose a Goal For Your Google Display Network ad campaign
First, you would like to choose a goal. At this time, if you’re using conversion tracking, you should select Sales or Leads as your goal. If you’re not using conversion tracking then i’d recommend using the web site traffic goal.
5. Choose The ‘Display’ Campaign Type
In order to run a Display Network campaign, you’ll need to choose the ‘Display’ campaign type.
6. Choose one among the Display Campaign Sub-types
Right now, you’ll choose from Standard campaigns, Smart campaigns, and Gmail campaigns. If you would like to set your own targeting and Remarketing audiences, i’d recommend Standard Display campaigns.
Smart Display campaigns are worth testing because that campaign type can assist you drive more conversions within your budget.
7. Set Your Location Targeting and Language Targeting
What languages do your customers speak? What locations are your customers located? Set your locations and language accordingly.
8. Set Your Google Display Ads Bid Strategy
If you’re using conversion tracking, then you likely want to use a wise bidding strategy like Target CPA, Target ROAS, Maximize Conversions, or Maximize Conversion Value.
You can start your campaign using Manual Enhanced CPC and then switch a wise strategy.
9. Set Your Daily Budget
What I’d recommend doing is taking your monthly budget, dividing it by 30, and using that number as your daily budget.
10. Name Your Ad Group
I would recommend naming your Ad Group based on the audiences and content you’ll be targeting.
11. Set Audience Targeting and Demographics Targeting
Next, you would like to set your audience targeting and narrow it right down to specific demographics also .
In terms of audiences, you’ll target detailed demographics, affinity audiences, custom affinity audiences, in-market audiences, custom intent audiences, similar audiences, life events, and remarketing audiences.
12. Create Responsive Display Ads and Upload Display Ads
Responsive display ads are the default display advertisement which will show for your campaign. you can also upload your own advertisements, but you ought to definitely start with Responsive Display Ads.
13. Create Campaign to Launch it
Once you’ve got your bid strategy set, targeting set, budget set, campaign settings, and your ads created, you’re able to create and launch your campaign.
Affinity audiences allow you to focus on your ads to users who are keen about a particular topic or area of interest. Based on their behavior as they browse the web , Google has determined that users in a particular affinity audience have a heightened, lasting interest in this category.
In-market audiences are just like affinity audiences in this they permit you to focus on users based on their interests, determined by their behavior online.
The key difference is that in-market audiences also take into consideration where a user is on their purchasing journey. This audience type finds users who are actively researching a particular topic or product online, allowing you to focus on the correct person at the correct time.
By observing user behavior like search queries, the sites they’ve visited, and what they’ve clicked on, Google has determined that these users have a high intent to get the product in this particular category.
Custom Affinity Audiences:
Custom intent audiences are a feature in Google Ads that allows advertisers to target people who are actively researching their products and services.
For instance, by entering keywords and URLs, Google will create an audience of users who are browsing alike sites and searching with similar keywords.
Similar Audiences are essentially Facebook Lookalike Audiences for the Google Display Network (GDN), YouTube Ads, and Gmail Ads.
To figure out which individuals “look” most like an existing audience, Google uses a machine-learning algorithm to scrutinize a source audience (like a web site visitor list) to search out shared member characteristics, then it finds new people with characteristics almost like those of the source audience.
Google Display Ads has many advantages for businesses and online stores. It’s the most important ad type to market your brand. The wonder of using Google’s banner ad campaigns is that they can be customized to fit into any budget and can give you enormous results!
Google Shopping Ads, since its launch in 2012 became the toast of the Digital Marketing world.
It is now the go-to advertisement channel for big and little businesses alike. The rationale for such a meteoric rise of Google Shopping Ads is its format and ease.
What are Google Shopping Ads?
Google Shopping Ads are the combination of visual and text ads on the Google SERP. These also are referred to as Product Listing Ads (PLAs).
The Cost per Click (CPC) format of Google Shopping Ads is one of its most appealing features which allows eCommerce businesses such as you to own a powerful grip over the Ad Budget and Return on Investment.
Apart from the merchandise image, Google Shopping Ads displays the merchandise price, your website name, a headline, availability of stock, and discount rate.
Another feature that differentiates Google Shopping Ads from other text-based ads run through Google Adword is that you simply don’t have to provide Keywords for them.
You can tailor your ads to products and merchandise categories that support the merchandise data submitted to the Google Merchant Center by creating a Product Feed.
The Feed includes data about the ID of the product, Description of the products, the value of the products, Stock Availability of the products, Product Category, etc.
1. A Picture is Worth a Thousand Words
You might have heard the above saying before, Google Shopping Ads just proves how true these words are.
For example, If you’re trying to find a pleasant white T-Shirt to shop for and a couple of ads are displayed ahead of you.
One may be a text Ad stating “White Cotton T-Shirts” and therefore the other is a picture of a cool White T-Shirt with design, price, and discount displayed alongside it.
Which one would you click?
Obviously, the Ad with the image.
Google Shopping Ads gives the buyer an immediate visual of the merchandise they’re checking out and to some extent, this meets the essential need of the buyer of seeing the merchandise before buying it.
Fulfillment of this need makes Google Shopping simpler as compared to the text-based ads.
2. Higher Return on Investment
Google Shopping Ads provide you with the simplest value for your investment which ultimately means a better return on your investment.
The main features of Google Shopping Ads are simple management, no keywords are used, bids are placed as per product categories, wider reach with shopping ads, etc which are mentioned below intimately, play a task in getting the simplest out of your investments.
The purpose is further illustrated by the subsequent numbers:
As per our Q2 2016 Google Shopping Ads report, the CTR for Google Shopping Ads was 2 times above other ad formats, that too at 50% lower CPC (Cost per click).
Fast-forward to 2018 and therefore the trend remains growing steadily, Merkle’s Q1 2018 report states that Google Shopping Ads currently accounts for 60% of total clicks on Google.
You have the facts ahead of you, now the selection is yours to form.
3.Quality Traffic That Drives Sales
In Google Shopping Ads, a shopper’s intent is qualified when he clicks on your ad, as he has already seen a visible representation of your product.
At an equivalent time also compares your price with competitor products and prices which were displayed alongside your shopping ads.
Only a significant consumer who wishes to shop for the merchandise will make an attempt to click on your ad after receiving all that information.
Also, the Google Shopping Ads algorithm functions in such a fashion that a billboard is displayed only customers are trying to find the merchandise which matches the merchandise data provided by you to the Google Merchant Center.
What this suggests is that if you’re selling shoes, then your ads would show the people that have an interest in buying Shoes only and not the other product.
This relevance-based approach of Google Shopping Ads increases the standard of the traffic coming to your website, in-turn driving more sales.
4. Wider Reach
Google handles quite 3.5 billion search queries a day. Yes, that’s the reach potential of Google Shopping Ads.
In addition to the present, Google has made changes to the algorithm in order that the ads appear in search results for broader and more generic terms, e.g. an inquiry for blue shoes could show your blue colored shoe product within the Ads.
These shoppings ads appear on the Google SERP i.e. the reach of your ad is going to be directly proportional to the amount of search term queries associated with your product.
The wider reach including the high-quality audience as mentioned earlier may be a win-win marketing strategy to extend the sales of your products.
5. Ease of Managing the Ads
Creating and managing Google Shopping Ads is simpler than the other ad format.
The main reason for this? you are not going to insert any Keywords while fixing the Ad. For setting Google Shopping Ads, you’d just need to create a product feed with all the knowledge stated by Google and you’re ready.
Once done, Google will itself extract the merchandise information from the submitted product feed and accordingly display the ad on the results page of search queries that match the merchandise information.
You just got to efficiently bid on the merchandise categories for best results.
Google Ads shopping has many advantages for businesses and online stores. You’ll be ready to advertise your product within the first line.
With very useful information that reinforces the acquisition intention, it’s easy and straightforward and, additionally, you’ll reach a bigger audience than if you do not execute this sort of campaign. It’s all advantages!
RLSA Stands for Remarketing list for search ads. RLSA allows you to customize search ads campaigns for people who have previously visited your site.
Additionally it let’s you tailor your bids and ads to these visitors when they’re searching on Google and search partner sites. When any visitor leaves a site, remarketing lists help connect with those shoppers while they are searching for what they need on Google.
How to set up a Remarketing list?
To start the RLSA remarketing we require a remarketing tag on our website. This code tells Google Ads to add every site visitor to your list. In RLSA Remarketing we have 540 days maximum time duration for chasing a user & we must have a minimum 1000 active users list size for activating the remarketing list then only it will start working.
What are the benefits of using RLSAs?
With RLSAs you can better tailor your search campaigns to target more qualified and valuable users who are already aware of your website. Here’s how it works: · When a user visits your website through the search ad campaign for the first time, Google charges according to the bid optimized.
When the same user revisits the search ad, this time you are benefited as Google will charge less CPC as compared to the first time.
RLSA provides the effective cost cutting benefits by reducing the CPC.
We have one other way to use RLSA Remarketing through smart bidding by using the API method. This method is fully automatic as compared to the standard method. So that’s why RLSA is a must for an account. Examples of Audiences or Customers a retailer can put into practice
To implement and use RLSA, here are four examples of audiences:
1. Your Existing customers
2. Customers who have recently purchased from your website
3. Visitors to the website but didn’t make a purchase
4. Visitors who filled but left their shopping cart without making a purchase.
Best RLSA Strategies
There are two basic strategies for using remarketing lists with search ads that are useful for any type of business to get better results:
1. Optimize bids for the existing keywords This lets you increase your bid for those who previously visited your website within the last 30 days.
2. Bid on keywords for which visitors landed on website Bidding on broad keywords only for people who have purchased from your site in the past. This can help you increase your sales.
What if you can reach quite 80% of the world’s internet users with your retargeting ads?
With Google display retargeting ads, you can reach that astounding number of people!
The Google Display Network (GDN) comprises 2 million+ sites, apps, and videos that reach numerous people, 80% of everyone within the world on the web , that your audiences and targeting options are just about limitless.
We’re going to show you ways to use Google display retargeting to extend brand awareness, boost sales, and drive registrations. With the bid optimization strategies, we’ll elaborate how it’s a budget-friendly Google Ads option.
What Is Google Display Retargeting?
Google display retargeting is used to show targeted ads across the Google Display Network to people that have shown interest in your brand (through visiting your site, apps, watching your videos etc).
How Does Google Display Retargeting Work?
Like any other retargeting campaigns, google display remarketing campaigns also work with the utilization of website tracking cookies.
Visitors to your site get a tracking cookie from a chunk of code embedded on your site. This code tracks their behavior and serves ads supporting that behavior.
Benefits of Google Display Retargeting
We already mentioned that retargeting helps you increase brand awareness, boost sales, and drive registrations, but let’s point out specific benefits.
The Google Display Network allows you to reach people across 2 million+ websites and apps, also across devices.
You can use real-time bidding to calculate the most effective bid possible for the person seeing your ad. This suggests that you’ll be creating high-converting retargeting campaigns that are cost-efficient.
Targeted Ad Campaigns
You can create new campaigns for specific audiences like, if you got plenty of cart abandoners? Create a remarketing list for cart abandoners and target them specifically!
Google retargeting reports allow you to know exactly how your campaigns are performing and how much money you’re spending.
So, if you find that a campaign is not performing, you can remove it to improve the overall effectiveness of your marketing strategy and budget spent.
So, now that you know about the advantages, let’s create a Google display retargeting ad.
How to Create the Remarketing List for Google Display Retargeting Campaigns
There are two ways of creating the remarketing list for the display campaigns
We’re aiming to cover both methods here. Still, we recommend the Google Analytics method because you’re not limited to making audiences based on visits, but can create an audience on just about anything from visitor behaviour or the website interactions.
Create Remarketing Lists in Google Analytics
Before you use a remarketing list from Google Analytics in a Google Ads campaign, you’ve got to link Google Analytics to Google Ads.
Fortunately, it’s very easy.
From your Google Ads account, click Tools >> Linked Accounts then Details under the Google Analytics section.
You’ll see an inventory of Google Analytics properties to which you’ve got access, also the status – linked or not.
To link a property, just click Link.
Now, let’s create a remarketing list in Google Analytics.
From the Google Analytics dashboard, click Admin. Then, in the Property column, click Audience Definition >> Audiences >> + New Audience.
There are different option to choose from the preconfigured audience definitions:
1. Smart List
2. Users who completed a transaction
3. Users who visited a specific section
4. New Users
5. Users who completed a goal conversion
6. Users who completed a transaction
7. All Users
8. Returning Users
Or, you can create a custom new audience definition or import the one.
Create a New Audience Definition
Click on Create New, to create a new audience definition.
As per my suggestion here are some useful audiences, you can create for your remarketing display campaigns.
High-value users are users who have converted recently or frequently, and who engage in what you think about to be high-value conversions for your brand.
The goal of retargeting these users is to keep them engaged together with your brand and encourage new conversions by showing them 3 things:
a. New products that they’ll like based on previous purchases
b. Products they’ve seen but haven’t purchased
c. Products similar to products they’ve purchased
You can reach the audiences by using these 3 attributes.
c. Date of First Session
Users Who Searched But Didn’t Convert
A user who searched your site and located something that matched their search, but ended up not converting for some reason is a superb retargeting candidate.
You can reach the audience using Conditions filters:
Users Who Abandoned Their Carts
With 80% of users abandoning carts, we just had to include them in our retargeting audiences.
You can reach your cart abandoners using these Conditions filters:
After you made your audience, choose where you want to save your audience.
You can save your audience to Google Analytics only, but as per my recommendation saving it to both Google Analytics and Google Ads. Now, it will be available for google ads when you want to create the display remarketing campaigns.
Create Remarketing Lists in Google AdWords
If you’d rather create your remarketing lists in Google AdWords, you’ll easily do this . Here’s how.
Log into AdWords and click on Tools >> Audience Manager (under Shared Library).
There will be 2 Tabs, Remarketing and Custom Audiences.
Click the + (Plus button) to make a brand new remarketing list. You will have some predefined options to create the new audiences.
We’ll use Website visitors to make our remarketing list.
Enter a descriptive name for your list and choose the sort of visitors you’d like from List members.
From there, you’ll add as many rules as you would like to fine-tune your audience targeting before clicking Create Audience.
Set Up a Google Display Retargeting Campaign
Now that we’ve our remarketing lists created, we’re able to create a Google display retargeting campaign.
Start by signing into your Google Ads account.
Click Campaigns to bring up all of your existing campaigns, then click the + Plus button to make a brand new campaign.
Click on New Campaign and it will bring up a grid with different campaigns goals.
Select a goal (or create a campaign without a goal’s guidance) and click on Continue.
From the Campaign Type, select Display, and then Standard display campaign, also you have to add the URL of the website and then click continue.
Set the parameters of your campaign as you would like.
When you come to Audiences within the People section, you need to select the Browse tab. Now, click How they have interacted with your business, and find the remarketing list.
You can prefer to create your ads now or later (your campaign won’t run without ads), then click Create Campaign.
The reason why visitors to your website don’t convert. These are some things you’ll never really know, needless to say. Maybe they became distracted and easily left. Maybe they didn’t just like the offer.
Maybe the offer was beyond their budget. Maybe they’re just browsing now, but decide to purchase in a few months. Regardless of the reason, retargeting/remarketing may be a good way to keep your business or brand at the front of their minds.
Keep giving them reminders and reasons to return back. Eventually, they might! Take advantage of this unique strategy to generate more leads, conversions and sales for your business.
Google has come up with exciting tools that have enabled businesses to try their hand at digital marketing. Unlike the times when marketing was only through expensive advertisements on traditional platforms, we have the option to expand our presence at different media platforms.
As we know the shopping campaign generates more than 70% revenue for the E-Commerce store. Today we are going to share some full proof of great and effective ways to boost the performance of shopping campaigns.
Let us divide the whole guide into sections. This will simplify the guide and let you understand in a much better way. This step-by-step guide will help you get all the answers regarding the Google shopping campaign, you will get to know about –
A) What is a shopping ad? How to set up a Shopping campaign?
B) How to Optimize shopping campaigns?
C) Tips to scaling the shopping campaign profitably.
What is a Shopping ad?
Even if you are still a beginner at learning the technical aspect of shopping ads, this guide will fasten your process to become the expert. Google Shopping is a comparison shopping engine, which is a service that permits retailers to advertise their products to searchers in a visually appealing way.
This means if someone searches for a product that you sell, Google will show relevant Shopping ads for your products, and those of your competitors.
If the user clicks on your ad, Google will take her right to the merchandise page.
Each Google Shopping ad includes a picture, the merchandise title, the price, the name of the retailer, and sometimes some retailer-specific information like shipping costs or reviews.
Google Shopping can be run in more than 40 countries. It’s not the sole comparison shopping engine, but far and away from the foremost popular one.
Types of Google Shopping Campaigns
There are 2 types of Google shopping campaigns we get to choose from in Google ads:
1.Standard Shopping Campaigns
2. Smart Shopping Campaigns
How To Setup a Standard Shopping Campaign?
Now, you will know how to set up a shopping campaign. We will tell you stepwise so that you will be able to understand easily.
Step 1: Click on the plus sign.
Step 2: Select [Sale] as a goal.
Step 3: Select Shopping as a campaign type.
Step 4: Select Standard shopping campaign option.
Step 5: Write Campaign name and select bidding option.
Step 6: Select the network on which you want to run ads.
Step 7: Select the location on which you want to run ads and click on save and continue.
What is Google Smart Shopping?
Here is a unique tool to make your ads smart and effective. Smart Shopping is one of the relatively new features in Google’s portfolio. It uses Google’s AI technology to optimize the Google Shopping campaign and maximize conversions and ROAS.
With Smart Shopping two things, a user has to choose are the target of the campaign and give a budget. The rest of the process is taken care of by AI. And what does AI do?
Smart Shopping automatically bids for us and displays the ads in several Google networks, which include Google Search Network, Display Network, YouTube, and Gmail. It also covers various types of ads like display ads, local inventory ads, and product shopping ads.
How does Smart Shopping work?
Also to regular Google Shopping Ads, a user must have access to Google Ads and Google Merchant Center accounts, load product feed data to Merchant Center account, select the country, and choose on a budget. There’s a further choice to choose the bidding strategy.
What’s different from regular Shopping Ads, is the automation. Google uses provided information to make a decision on what proportion to bid, also as where and when to display the ads. It happens because of its machine learning tools.
The goal is to realize the simplest possible conversion rate while reaching the chosen target. Google tries to accumulate as many potential customers as possible. It aims to seek out the audience that’s wanting to spend more.
Google Smart Shopping vs. Google Shopping Ads
These are the main differences between Google smart shopping and Google shopping ads. It will help you to decide if you can go with Google smart shopping or not.
Google Smart Shopping
Google Standard Shopping
Quick and highly automated
Full control over the campaign
Easy to set up
Manual and complex
Saves a lot of time
Very time consuming
Limited device and location targeting
Full device and location targeting control
A broad range of ad types
Demands experience knowledge
Exposure in many networks
Possibility to choose networks
No possibility to use negative keywords
Possibility to use negative keywords
No Bid adjustments
No granular data analytics
Granular data analytics
How to set up Google Smart Shopping?
Before activating Smart Shopping, confirm to suit Google requirements with regards to the present tool. The foremost important ones say that you simply got to set up conversion tracking and add a global site tag to your website. aside from that, the standard conditions and policies for Google Shopping must be met.
1. Once you do the above, create a brand new campaign in Google Ads.
2. Select the goal if you wish to (Sales, Leads, Website traffic, etc. )
3. Choose smart Shopping as a Campaign type
4. You have to select a smart shopping campaign
5. Insert the budget value
6. You’ll also choose the Smart bidding target
7. Perform the standard steps, like adding the name, uploading the merchandise feed, selecting a country.
8. Click Save and it’s ready.
Remember that Google Smart Shopping campaign features a priority over a standard Google Shopping campaign.
So if you are also running the standard shopping campaigns with smart shopping campaigns, Google will give the priority to smart shopping campaigns to display the ads.
So it is advisable to pause the standard shopping campaigns when using smart shopping campaigns.
How to optimize the shopping campaign?
Now, we are sharing 100% accurate and resulting tips to optimize the shopping campaigns. You can use these strategies to make the shopping campaigns effective, affordable and target oriented.
A) By using proper custom labeling –
Custom labeling is a type of tag that you can use to filter and group the products in the Google Ads campaigns.
Before we understand how to use custom labeling in google shopping, you have to be clear of why you need to use custom labeling.
Why you need custom labeling?
Grouping specific category products together.
Better overview of your performance campaigns.
Finding the sweet spots products.
Better control over the campaigns.
You can higher bid on fast selling products and lower the bid on slow-selling products.
You can apply custom labels according to the group and set different bids based on different product groupings in the ads campaigns.
Custom labeling is an easy way to organize your products. Custom labels have 5 empty boxes where you can add your data or value according to your requirements. Custom labeling starts from 0 and ends with 4.
Easy ways to use custom labeling
Based on seasonality – spring, summer, and winter season.
based on profit margin – Long sleeve shirts and jeans have a high margin product.
Basis of high performing products – leather shoes (high selling products).
You can use custom labeling according to the product category like – Socks, Shoes, jeans, and Shirts, etc.
Custom labeling is a simple and quick way to organize your shopping campaign. Below are some cases where you can use custom labels accordingly:
Case 1- you can label your products based on the high, medium, and low-profit margin and adjust bids accordingly on it.
Like you can use custom label 0- profit margin according to low, medium, and high-profit margin items.
Case 2- You can adjust the bids based on product pricing. Also, you can assign higher bids on the most expensive items and lower the bids on less expensive items.
You can use custom label 1 -price categories like under $25, under $40, and under $70.
Case 3- You can show your products based on the seasonality base. Show the right products based on the season. Like shows woolen clothes in winters.
Here you can use Custom label 2- seasonal base according to Spring, summer, and winter.
Case 4- Sales item and free shipping
You can use a custom label based on a free shipping product and have to find which products are most interested in and then custom label on those items.
Here, you have more chances to convert on those items.
You can use Custom label- 3 shipping or free shipping.
You can use all custom labels at once if you want.
For example –
First, you analyze your product data. After analyzing you find out that your highest performing item is short sleeves men’s category under the range of $30 to $50 plan shirts. Now you can custom label these categories.
Custom Label 0 – Men’s Tee
Custom Label 1 – Short Sleeve Shirt
Custom Label 2 – Summer
Custom Label 3 – under $30 to $50
Custom Label 4 – Plain Shirt
Now you have to set up a campaign based on these custom labeling. Because you know that this category item is performing very well.
Now, you have to set up a simple shopping campaign and only run these custom labeling category items and exclude all products.
Google gives you an option to filter the product based on a brand name, product type, google product category, and condition value, etc.
After assigning all custom labeling you can use the custom label in your shopping campaigns.
You can use the custom labels in Google shopping in two ways. The first way, you click on campaigns then go the settings tab and click on the inventory section where you can use custom labels according to your requirements.
The second option is to click on the campaign and then click on specific ad groups, now click on the plus button in front of all product tabs. Here you can select your custom labels according to your need.
B) By Finding Negative Keywords –
As we know, search ads campaign and shopping ads campaign 90% success depends upon how many keywords we will put in negative keywords?
Have you asked yourself why we find negative keywords? If not, that is very important to know about this question before doing finding negative keywords.
What are negative keywords? Why do we find negative keywords?
Search terms that are not relevant to our ads, landing page and service that we are offering. These search terms we can call negative keywords.
It is important to find negative keywords because by finding negative keywords, we closed the door for the irrelevant search term. So, due to this more and more relevant search terms will come that increases a chance for conversion.
So, hope you understand why we find negative keywords. The negative keywords work well and help to make the entire marketing strategy a success.
Best Ways To Finding Negative Keywords
Now, the next question arises “ How can we find the right negative keywords?
Here, we share our 3 best steps to find negative keywords that help us in boosting the performance of the client’s project.
Step – 1 First Step ( Understand your product properly)
Firstly understand your product properly; as it is important to understand your productivity to find the right negative keywords.
The main question is “ what things you should consider while understanding the product, find as below:
a. Product category b. Product qualities c. Product usage d. Who can buy that product?
Below you can see the product image, detail, specification etc.
The point that has to note:-
a.) Product used to move heavy furniture
b.) furniture lifter and roller
c.) Pad slider
d.) Made of plastic and have PVC handle
e.) Price $49.9
f.) Discount 50% off
Step-2 (Understand keyword search terms)
After proper understanding of the product, you have to understand search terms.
Put the search term into a negative keyword list that is not relevant to the above-noted points of the product.
Above image is showing negative keywords:-
-lifting dolly -safe mover dolly -machinery dolly -Lifting heavy aquarium
Find this type of negative keywords from the search term and then put them into a negative keyword list.
Step – 3 (competitive analysis)
There are many search terms that are relevant but unable to be converted into leads.
So, this type of search term is also important to put in a negative keyword list.
For example:- One search term we found “ heavy furniture lifter “ that takes $36 cost with zero conversion. Then we searched that term on Google and found that the same product is dealing with low prices here and also some companies offer free shipping here.
So, on this search term, we will not get any conversion until we set the lowest price and give any other offer. So, put this search term into a negative keyword.
By conducting these three steps you will find 100% negative keywords. That will automatically boost your campaign performance by coming from the relevant customer.
Hope, you will know about “ how to find negative keywords ? “ in an efficient manner.
C) By Extracting Out Non Performing products –
Firstly set up a shopping campaign with proper custom labelling on the basis of profit margin, category & on the basis of product price.
After that you will see that there are some products that are not running good. In this case you can optimise your campaign by pausing non performing products from existing campaigns & create a new campaign to run this product.
“ Note that – you have to setup one ad group for one product”
After creating a single product ad group now you can easily optimize the search term by finding negative keywords. So that irrelevant clicks are skipped and only relevant clicks are counted that increase the chance of getting converted.
D) By changing bid strategy –
There are many bid strategy with the help of these you can optimize you campaign –
Target CPA – Target CPA bidding is a bidding strategy you can use if you want to optimize conversions. With this method, Google Ads will automatically set your bids on each campaign based on your CPA. While some conversions may cost more, others may cost less to even out and align with your acquisition costs.
Target ROAS – Target ROAS is the bidding strategy where Google Ads will set your bids to maximize conversion value based on the return you want from your ad spend.
Maximise Conversion – Using the maximum daily budget that you set, Google will automatically run your bidding for you to get you the most conversions for your money.
Enhanced Cost Per Click – Google has the right to increase or decrease your bid amount based on the likelihood of driving the sale.
Maximise Clicks – Google Ads will attempt to drive the most clicks possible with your daily budget.
Manual CPC – Manual CPC is where you set bids for different ad groups or placements on your own. If specific campaigns are more profitable than others, you can quickly adjust budgets to add money or remove from other campaigns.
E) Product Title and Description Optimization –
Since you can’t target keywords directly, include them in the product titles & description to get most people clicking on your product you need to do complete keyword research first before proceeding.
CASE STUDY OF SHOPPING CAMPAIGN
Here, you are seeing the screenshot of google ads account. In which we are giving to our client 10x ROAS from the shopping campaign.
We at ROI Minds have implemented a winning formula that works and magnifies the results. Here are our plannings and strategies made by ROI Minds to increase the ROI of your Google Shopping campaigns:
1. Make sure campaigns are segregated properly based on product value, margins, and promotions.
Before creating a campaign, you need to know what you’re trying to accomplish. This includes sketching your goals and preparing what you’ll need to carry out your campaign, like a landing page, an AdWords budget and more.
The first goal you need to set for your new campaign is what progress and success look like. It could be anything from assigning an order to access their email address to join your email list.
If you have infinite goals, then you must write them all down. Every ad group should focus on only one goal. When you have many goals, you need multiple ad groups in your campaign.
2. Make campaigns and product groups as granular as possible to simplify the bidding and testing process for the budget and impression share.
The bidding procedure you choose depends on your initial campaign goal. If your aim is to make more trades and sales for your E-commerce store, “Maximize Conversions” is the way to perform. AdWords will show your ads to people more inclined to buy, based on factual data.
If your aim is to drive traffic to your site, you want to maximize for clicks alternatively. This will optimize your campaign for the tremendous number of clicks, rather than focus on whether users regenerate or not.
Set Your Budget
You wouldn’t originate any other marketing initiative without a budget in mind. Possessing a particular number in mind is crucial before you even log in to AdWords.
Without one, you’ll bankrupt your budget in no time. AdWords works on a regular budget basis. To discover the daily budget to use for your campaign, figure out your entire monthly ad spend budget, then divide that by 30.
Make sure this is a practical budget to achieve your goals. Having a $100 monthly budget with a goal of making 50 sales of a $10,000 product isn’t going to skip it.
3. Utilize promotion feed from the Google merchant account to get the additional competitive advantage.
The online shopping space is more boisterous than ever and you would clearly be questioning how you can make your ads stand out so people visit your landing page instead of your competitor’s one.
Google Shopping gives a solution for you to show your promotions within your Product Listing Ads, so they will really stand out from contenders. Merchant Promotions are designated in shopping ads with footnotes which trigger a pop-up with supplementary details and a “Shop” button. They proved to significantly enhance CTR and ultimately Conversion Rate, Revenue, and ROI.
Google Merchant Promotions also allows you to determine your discount to a comprehensive audience at no added cost, securing the best ad placement you would ever think of the very top of the Google Search Result Page.
In fact, unlike regular search ads, Shopping Ads regularly appear at the top of the SERP (Search Engine Result Page) and are one of the most noticeable elements on the page.
4. Identify top performing products and set up them in the individual campaigns with a dedicated budget and high-priority settings to acquire at least 60% search Impression share
Many times instances have been seen where clients pause keywords because they aren’t creating click or impression volume. While pausing is unquestionably one method for acting on low-performing keywords, we typically recommend pausing only as a last option.
There is everything to consider when it comes to diagnosing why a keyword isn’t generating volume, and one often overlooked, yet illuminating metric is
Impression share is the number of impressions you have received divided by the predicted number of impressions you were eligible to receive. Worth is based on your current ads’ targeting settings, endorsement statuses, bids, and Quality Scores. You can survey, impression share data at the campaign, ad group and keyword levels.
5. Use Product Ratings, Seller ratings
Have you ever inquired how to get the stars on your Google Adwords ads? A desire to efficiently boost conversions and beat your contestants? Google has now made it a lot more manageable to get the stars.
Before you had to do all kinds of assimilation into your Google Base or Google merchant account, but not anymore. Now what Google does is license out to 32 autonomous 3rd party review companies.
These companies are allowed by Google and the stars are normally the ones that you see in Adwords CPC TEXT ads or your Google Shopping ads (PLAs).
Not solely will the star ratings show in your Google Adwords, but they will show in Bing Ads/Yahoo BTW, BingAds controls Yahoo PPC. These merchant rating stars will work for both service-based companies and eCommerce websites.
6. Make sure to use custom labels on every possible product for the segmentation
With Shopping campaigns, you can use design labels when you want to divide the products in your campaign using values of your selection. For example, you can use custom labels to indicate that products are periodical, on clearance, best sellers, etc. These values can then be elected to use for monitoring, reporting, and bidding in your Shopping campaign.
Campaign precedence is also beneficial when you’re advertising the same product, for the same country, in various Shopping campaigns. To use the campaign priority setting, you first need to generate a Shopping campaign.
But always remember that campaign priority is only necessary if you have multiple Shopping campaigns that promote the same product. Campaign priority is not agreeable with showcase Shopping ads.
7. Make product groups based on the themes and profits
AdWords keyword grouping is a surveyed part of the AdWords workflow. Not everyone understands that creating parsimonious, better-organized ads groups in your AdWords account can have a big positive effect on your overall report performance.
That’s because well-organized keyword accumulations improve your account’s significance, which raises your Essence Score and lowers your cost per click.
Dramatically grouping and classifying your keywords to improve your PPC strategies by enabling you to create:
More Quality–Score-friendly ad groups
More relevant text ads
More effective landing pages that drive more conversions
While you segment your keywords, PPC campaigns are more prosperous and cost-effective from end to end.
8. Use Google Merchant automatic rules to avoid unnecessary product disapproval
After your promotion feed and commodities feed are concocted, Google evaluates and validates your promotions before administering them. This process is typically finished within 12 hours but can take up to 24 hours.
We at ROI Minds suggest you avoid unnecessary product disapprovals and submit your promotions as early as possible for a timely review.
The approval process requires 2 steps:
1. Custom review: The custom review strengthens the progression following all editorial obligations and program strategies and will occur quickly after a promotion is tendered during workday business hours.
2. Validation review: When a promotion becomes engaged on your site, Google testers will confirm that the promotion works and that it follows all program policies.
9. Manual ECPC and gradually set to CPA bidding strategy by starting campaigns
Enhanced cost-per-click (ECPC) aids you to get more progress from manual bidding. ECPC runs by automatically adjusting your manual bids for clicks that resemble more or less likely to lead to a sale or exchange on your website.
Unlike Target CPA, which automatically sets bids based on your destination cost-per-conversion, ECPC is restrained by your max CPC bids when optimizing for conversions.
For exploration and exposure campaigns, ECPC benefits in increasing conversions while attempting to keep your cost-per-conversion identical as you are receiving with manual bidding. For Shopping, ECPC helps in increasing conversions while striving to maintain your same overall spend.
If you want to use Enhanced CPC with Search or Shopping campaigns, you’ll need to set up conversion tracking also you don’t need conversion tracking to use ECPC with display campaigns, but conversions will help you see whether your ads are capable and effective or not.
10. Ensure to identify as much as possible from everything else in the product group.
Creating your account enables you to entirely serve the right ads to the right customers, and it also enables you to thoroughly track the effectiveness of your advertising efforts.
When people are scrutinizing online and they type a word or phrase, they are probably looking for information that’s intimately tied to those words. For example, if Varun types a digital watch and he sees an ad for film reels, he will probably not click the ad.
To show ads that are appropriate and applicable to the searches of people you are trying to reach, bundle and gather your related ads together with related keywords into an ad group. By using this way, all of your related ads would be displayed to customers searching for related things.
11. Keep updating your negative keywords list.
If there are some kind of search terms that give you undesired impressions or clicks across various campaigns, you can create a negative keyword list that includes those terms, then apply the list to appropriate campaigns.
This way you won’t have to manually add the related negative keywords to a particular campaign, and you can more efficiently manage future changes to negative keywords across campaigns.
To build and update a negative keyword list, you would have to think of concepts and words that you don’t want triggering your ads. You can use the search terms outline to get ideas.
You may also want to prepare these words by themes, such as the different products or services you offer. You can also add up more than 4000 negative keywords per list, and create more than 15 negative keyword lists in your account.
Once you have created and updated your negative keyword list, you can apply the list to various campaigns at once. Later, if you need to add a new negative keyword to those equivalent campaigns, you can just add it to the negative keyword list, and the change applies to all campaigns that share the list.
12. Run (RLSA) Remarketing lists for search ads campaigns for the most common search terms.
Remarketing lists for search ads (RLSA) is a Google AdWords characteristic that enables advertisers to tailor their search campaigns based on whether a user has earlier visited their website (or app), and the pages that user surveyed.
RLSAs Remarketing lists for search ads can be used in two ways:
1. Initiating bid modifications on your ad groups for users (remarketing lists) who are exploring on Google using the keywords you are bidding on.
2. Set up search ad groups to only be triggered and display ads if a user is on your Remarketing list, and is searching with the keywords you are bidding on.
RLSA shows ads only to users who have already visited a page on your website. With the following strategies, you can make it possible:
1. Make the most of a very small ad spend.
2. Bid on more universal terms, but only for the most qualified users.
By using RLSAs, you can elect to only have your search ads shown to users who have already visited your site.
This means your small budget will last a lot longer than on conventional search ads because the users seeing your ads are probably a more qualified audience as they must already be aware of your brand and have previously visited your site.
13. Running Dynamic Remarketing campaign to get sales.
Remarketing empowers you to show ads to people who have already visited your website or used your mobile application. Dynamic remarketing drives this a step further, letting you show former visitors ads that carry products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you create leads and sales by conducting previous visitors back to your site to accomplish and complete what they started.
More reasons to use dynamic remarketing are:
Ads that scale with your products or services: Pair your feed of products or services with dynamic ads, scaling your ads to meet your entire catalog.
Simple, yet powerful feeds: Create a basic .cvb, .tdv, .xas, or .xhsxx feed. The Google Ads product suggestion engine will pull products and assistance from your feed, discovering the best mix of products for each ad based on popularity and what the visitor inspected on your site.
High-performance layouts: Google Ads prognosticates which dynamic ad layout is likely to function best for the person, placement, and platform where the ad will show.
Real-time bid optimization: With heightened CPC and translation optimizer, Google Ads determines the optimal bid for each impression.
14. Don’t forget to optimize your product Feed Title, Descriptions
Your product data moulds the way your ads behave and work on Google Shopping. To make your Shopping campaigns as prosperous as possible, you need to provide and maintain high-quality product data.
*Map out your customer journey from Shopping ad to check out. Acknowledge opportunities that will build a better shopping occurrence, such as enhancements to your product data, landing page, and checkout process.
Consumers are more likely to obtain if they can immediately find what they want to buy if they can use rich content to help them make an implicated decision and if they can execute the transaction in just a few steps.
*Prioritize your most relevant products when designating resources. Concentrate on products that have the most influence on your performance. Make sure you give complete product data and fix any significant issues for those products.
*Run experiments to distinguish optimization techniques that are most effective for your products and target audience. For example, try attaching a color to your garments product titles and measure the change in your key administration metrics. Test different tactics to discover what will drive results for your business.
*Take advantage of opportunities to distinguish your ads with Merchant Promotions, Product Ratings, Customer Reviews, and Local Inventory Ads. Highlight your unique offers and value declarations to set your Shopping ads apart from your contestants’.
This guide would have made you aware of the much popular digital platform now. This is a great start to making your products globally visible. You can implement these steps to create your own shopping campaigns and optimize them to enable sales growth and maximizing profit.
A bidding strategy could be a campaign with a particular focus, hooked in to a two primary criterias:
Campaigns Network Targeting (Display or Search)
Your focus: clicks, impressions, conversions or views
The idea behind these strategies is that they assist you to accomplish specific goals looking at what your target market is. You’ll use them to urge a better click rate, making a far better impression, or increasing your conversions.
There are a spread of various bidding strategies available for you to use, and it’s important that you just understand all of your options in order that you’ll choose the one that’s best for you.
Different types of bidding strategies:
1. Target CPA (Cost Per Acquisition)
If you would like to optimize your conversions, then this might be the answer for you. This sort of strategy will specialise in trying to make more conversions at a selected acquisition cost.
Google Ads will automatically set your bids to support your average CPA. If you don’t know your acquisition costs, then this might be a drag. Your CPA is the amount of cash that you simply can afford to spend on one customer.
2. Target ROAS (Return On Ad Spend)
Google Ads will set your bids to maximise conversion value based on the return that you simply are trying to find from your ad spend. It involves a touch of maths to figure out, but if you get there, then it is often quite helpful.
You calculate a Target ROAS like so:
(Sales ÷ ad spend) x 100
You can even use previous campaigns to assist you opt what your percentage should be if you aren’t sure.
3. Target Impression Share Bidding
Target Impression Share Bidding is one among the newer bidding strategies around. It was replaced by Target Search Page Location & Target Outranking Share in June 2019. Advertisers can set a goal impression share percentage, just like for a target CPA. You have 3 options for ad placements:
Absolute top of the page
Anywhere on the page
Top of the page
Google will then adjust the bids according to this.
4. Maximize Clicks
Maximizing Clicks is an automatic strategy that sets your bids to induce as many clicks as it can within your specified budget. It’s arguably the best way to gain clicks, as Google Ads does most of the work. What’s more, you don’t have to be compelled to set bid amounts for your ad groups, keywords or placements.
5. Manual CPC Bidding
If you’d like better to do things manually, there’s Manual CPC Bidding. This strategy allows you to line your own maximum CPC.
If you use this sort of bidding, you get complete control over all of your bids, and you’ll set the utmost amount that you simply could pay money for each click on any of your ads. It gives you a level of control that you simply can’t get through automated systems.
6. Enhanced Cost Per Click (ECPC)
ECPC is a partially automated strategy that works by automatically adjusting the bids, as per google the bid can be raised by 200% if there are any chances of conversions.
The strategy relies on clicks and their probability of resulting in a purchase or conversion. ECPC tries to keep your average CPC below the max that you simply have set, and it works best when including conversion tracking.
7. CPM Bidding (Cost Per Thousand Impressions)
This Bidding Strategy is for Impressions. YouTube campaigns like TrueView and Display Network are the only things that this feature can help. You can’t use it on a search Network because it is a display only bid strategy.
8. vCPM Bidding (Cost Per Viewable Thousand Impressions)
This Bid strategy is a manual display-only bid strategy. It lets advertisers bid for impressions when your ad is shown. It is a good option if you’re trying for brand awareness and you would like people to see your ads message, this is a good option that supports viewability.
Google will aim to maximise the amount of viewable impressions your ad receives, which works best with a finite audience.
Viewable CPM (vCPM) means that you only pay for ads when they’re seen on the Google display network.
9. CPV Bidding (Cost Per View)
You will pay money for video views and other video interactions once you use this sort of bid. This will be the amount that you will pay for the views for your video ads. CPV bids will get you changed for all the clicks on the video that take the visitors to your business website.
To do this, you enter the maximum that you simply want to pay per view for your ad group in a video campaign. The max bid then applies to all ads within the group.
As you can see, there are so many bidding strategies that you can use to scale up your marketing with Google ads. Each strategy has its advantages and disadvantages, and it depends upon what you’re willing to achieve and which bidding strategy you should choose.
Take some time and look through all of the choices to offer yourself the best chance of success. These only work well once they are evaluated and chosen wisely.
Bidding strategies are not a one fit solution for all, so ensure that you’re optimizing them frequently to make sure they are still getting you the same results as they are giving in the beginning.
What can you do to make sure that you attract in-store and eCommerce shoppers if you have a brick and mortar store? You take the help of Local Inventory Ads.
Local inventory ads help in showcasing products as well as the store’s information to nearby potential shoppers searching on Google. As soon as they click your ad, they land on a Google-hosted page for your store, also known as the Local Storefront.
If these shoppers don’t get to know that the products they are looking for are available in your store or nearby, there’s a high chance that they’ll just turn to any other eCommerce giants like Amazon.
This way the Local Inventory ads help direct this traffic towards your website instead by showing in-store inventory, providing store operating hours, and directions to reach you. Local Inventory ads are currently available in selected countries (listed below) as long as they have a brick-and-mortar store.
How to enable Local Inventory Ads
Once you meet the requirements of having a physical address and brick-and-mortar store in an eligible country and selling physical goods that the customers can also purchase by visiting the store, you can proceed with the ads setup. Also, you should be committed to protecting personally identifiable information (PII) of your customers.
Set up accounts on Google Merchant Center, Google My Business and Google Ads
In the Merchant Center, go to Growth >> Manage Programs, on the local inventory ads program card, click “Get started.”
When you are sure that you meet all the requirements, click “Enable.”
On next step, click plus (+) button and choose the country where store/stores are located
Upload your product feed and create local product inventory feed. The product attributes will vary according to product types but it must have an id, price, quantity, and store code attributes.
Once you register and upload your feeds, you will have a store visit from one of Google’s representatives who will verify your store’s inventory. The last step will be to enable Local ads in the shopping campaign.
Benefits of Local Inventory Ads
LIAs are a unique way of advertising for people who own brick-and-mortar shops. Their highlights offer local retail store owners a chance to use their closeness to clients and drive pedestrians to the store.
The idea of buying locally is not just limited to benefitting shoppers as they can save a lot of time but it gives optimal power and opportunity to local shops to compete with online retail giants. As a fact, local inventory ads are an ideal approach to help boost local trade.
LIAs also come to rescue for those shoppers who usually search for products and items online but prefer to step out and visit their local shops to make the final purchases.
Since they can be certain their visit won’t go in vain as the item is available in the store. They can feel or check the desired product in real before purchasing it which they definitely can’t do while shopping online.
Local inventory ads are the perfect solution for retailers to fulfill the demand of consumers who are looking to buy a particular product in a particular area and within a specific period. LIAs help local businesses to have the complete attention of local customers.