One of the most powerful digital marketing tools you can use to reach your target audience is Google Ads. Using this platform, you can reach those who are actively seeking out more information about your product or service. When creating Google Ads for e-commerce, several different types of ads are effective and can help you reach your marketing goals.
Different types of ads
Google defines search ads as a campaign type that allows you to place ads across Google’s vast network of search results. You can show ads to people actively searching online for your products and services. Search ads are an amazing tactic because you only pay for users who actively seek out more information on you and click your ad.
For e-commerce specifically, shopping ads will likely be the most helpful to you. They include rich product information, such as a product image, price, and merchant name. These ads are valuable because they can consist of a picture of your product that stands out in a sea of search engine text.
Display ads can help you promote your business when people are browsing online, watching YouTube videos, checking Gmail, or using mobile devices and apps. These image-heavy ads can reach up to 90% of internet users across millions of websites worldwide. Display ads are suitable for e-commerce because they are highly visual, which allows you to show off your product with more than just text.
Bring your products to life with a highly visual video ad. Video ads will be great for showing off your product’s features or unique attributes more so than just a static image. You can also incorporate music or voice over to the ad, adding more context to the product. Pro-tip, always include subtitles when using video ads because 83% of people listen to videos with the sound off.
Now that you see the different ad options for e-commerce, you might be wondering which one would work best for your business? It’s all about evaluating your goals. What are you looking to accomplish with your ads? Maybe you want to get your brand out there for people to recognize. In that case, display might be the best option for you to begin with because of its cheap cost per impression. If you are strictly trying to get more sales, shopping ads showing your inventory might be the best ad type for you. When selecting ad types, it’s important to look internally at what your goals are.
The best advice we can give you is to speak to professionals about your unique business and your goals. For example, Digital Hyve creates free, personalized strategies that align with your marketing goals. If you are looking for a more DIY approach, we recommend starting with a mixture of search ads and shopping ads. Using a combination of both, you are hitting users who are actively searching out your relevant product.
Optimizing For Google E-commerce
Titles & Descriptions
Titles and descriptions of your ad are one of the most valuable things you can optimize that can make a huge impact. By adding the right keywords and descriptors to your title and description, Google will be able to serve your ads to the right consumer accurately. Look at what the product is you are selling and put yourself in the consumers position, what would they be searching to find your product? Google’s Keyword Planner is a great place to start.
When it comes to Google shopping ads and Display ads, your product shots mean everything. Do you have professional quality photos for your ads? A great way to decide what kind of pictures to have is by Googling your products and looking at what types of pictures stand out in ads. For example, if you sell jewelry and you see that images of the jewelry on people tend to stand out among the sea of plain jewelry shots, then make sure to have your products be photographed with people.
Optimize Your Products
Just like in-store, some of your products are going to sell better than others. When looking at your campaigns, you will notice this trend in the form of campaign performance. Consider pausing or removing the products that just aren’t gaining traction so that the additional budget can go toward other products that will get you a better ROI.
Similarly to how you want the right keywords to bring people to your ads, you also want to make sure the wrong keywords aren’t leading people to your ad. Check your search terms regularly and add irrelevant keywords as negative keywords, so you aren’t spending money on the wrong consumers.
If you are looking to dive into e-commerce on Google Ads or want more information regarding this topic, please reach out to our digital marketing experts today!