Ecommerce marketing success depends on how much dedicated you are in terms of spending money and planning strategies. Unlike a brick and mortar shop, ecommerce brand and business needs to be more on advertising platform to let your potential customers know what you have and how can they get it. While the whole ecommerce operation requires hard work, money, intelligence and investment, ecommerce marketers combine these four fundamental elements to get the maximum successes out of it. Here invest should be equally divided into product sourcing and product marketing.
Google AdWords is a paid product marketing channel authorized and running by Google where you can advertise your products exchange of money. It is basically a PPC (pay-per-click) campaign platform where you have to pay Google for every click to gain traffic. Google provides various features which you can use to attract and get more traffic to your site. The whole concept is based on paid ranking on search engine like Google.
Organic Search Vs Paid Search
People often get confused with these two concepts organic search and paid search. Many ecommerce owners asked why they do need to pay for search when search engine is free. The confusion has been created because both terms are associated with search engine like Google and they both intend to catch traffic to ecommerce sites and stores.
Let me explain.
Organic search is when a question or keyword is searched on search engine and the search engine shows a list of related and actual link result which is termed as “organic result”. That means the result is shown according to the keyword embedded in those pages. The performance of organic search ranking depends on website’s search engine optimization (SEO) technique and practice.
Here, in this picture all page links are organic search result of “Coffee mug” which I input on Google.
Paid search, on other hand are those paid ads that appears top of the search result or at the right side of the page.
Here the red boxed “Ad” tag refers it is a company paid ad which will be appeared every time the key word is searched. If you want to advertise your products and related offers for gaining more traffic using paid search platform such as Google AdWords, you have to pay for every time visitors click on your page link.
Why Google AdWords
Many ecommerce marketers deny the power of paid search as they only focus on social media advertising and key word stuffing. Paid search or ads work miracle. When any key word get search on Google, the search engine may show thousands of organic results with a few paid ads and these ads always appear on the top of search. Your page may have some killer keywords that could ensure you the top rank but paid search get most attention as many consumers are unaware about these company paid ads. Again Google AdWords allows marketers to get the higher traffic for their paid ads and these ads convert traffic to profit.
Here are some reasons why Google AdWords is beneficial to ecommerce businesses-
Google AdWords provides various ways and techniques so that you can easily customize your campaigns and ads to according to your goals. You also can target a specific audience with its dynamic options to minimize your costs.
For example, using specific keyword match type, you can define the search audience according to your keywords.
As the platform offers various options of features, you can easily set up your campaign within your budget and get the expected result. For this budget-friendly nature, AdWords is perfect for all kinds and sizes of business.
You can track your target leads and customers using Google analytics. There are millions of target audiences and you do not want to target all of them because few leads are better than huge undefined target. So if you set your campaigns right you can easily target extreme leads using this marketing platform.
The platform will show your ads to some definite audience you defined, who will be converted into your repeat customers. That is actually a great way to retain customers. You do not have to plan a huge campaign, just focus on who wants your products and appreciates your offers.
Another reason of gaining such potential customers to your sites and shops using AdWords is that, it allows you to show your offers and deals directly to your customers through ads.
As you pay for every click, you get repaid by getting a high ROI. Google AdWords is different than other marketing platform in term of return on investment. Google requires money on clicks so your profit is calculated on your click through rates. So you have to maintain some basic rules to get the highest ROI such as generating the best keywords, effective bidding, fast loading site, and so on. Again you can monitor the campaigns which one is working well and which one is not.
Instant traffic is the most important element for every ecommerce sites and that’s why Google AdWords is still the boss among ecommerce marketing platforms. You can bring huge traffic to your store with optimizing your on-page and off-page SEO, but it doesn’t work same every time. Google AdWords is still on first place of assuring instant traffic to any ecommerce sites and stores.
Google AdWords brings a huge instant traffic to your site by simply showcasing your products and related ads on Google and on other search engines. As your ads get the top place on page and no other organic search can replace it, the chances of clicks and visits also get increased. Again this platform allows you to define your specific target audience so you can get those audiences as your instant traffic and can get a higher CTR.
Search engine optimization is conversion friendly but you have to work hard to get the result while setting up ad campaigns using Google AdWords in much easier and effective than SEO. SEO refers optimization of such elements that ranks your page on internet like mobile friendly web page, adding CTA button, improving images and links, or speed up your website’s loading time.
Many ecommerce marketers don’t know where to start to launch their Google AdWords campaigns. Many have asked how they can improve their AdWords campaigns by cutting down extra costs. Actually as Google requires money to advertise your ads on its search engine page, you need to be more strategic to get the best out of it. Many marketers have complained that they had to pay extra amounts for clicks but didn’t get the expected return. It is because either they could not define their target group or they used incorrect keyword groups.
Let’s get started.
Before starting you have to know the basics of Google AdWords. Google AdWords is a marketing platform created by Google with which you can create paid search ads of your brand and business. If you do not know the basic components of AdWords, how they work and how you can optimize them, your whole campaign may fail to meet your goals. Here are some basic elements that you must know before get started-
Your AdWords account is your personal space where you can create your campaigns. You have to open an AdWords account first and give an effective structure to it. It is important to create a well-structured account because it allows you to monitor and control your campaigns. A well-structured account ensures better triggering and establish relevancy between your ads and your target audiences. It also ensures the amount of campaigns you can create-a large structured account can contain more campaigns than a smaller one.
AdWords campaign is an ad campaign contains several ad groups of your products and brands. Each ads group may have again several ads. For example, if you sell clothes you can create an AdWords campaign of seasonal sales of your clothes with different ad groups like “Pants”, “Trousers”, “Shirts” and “t-shirts”.
The AdWords campaign setting is not much tough to do yourself. All you have to learn the basic knowledge and then test which one works well.
AdWords keywords are the fundamental components of your ad campaigns as these keywords ensure the triggering of your ads. Most of the paid ads fail to get triggered because of using poor keywords and keywords that less convert. Each keyword that you use has a maximum cost per click rate, match type and quality score. Google AdWords provides keywords planner so you do not need to research keywords from outside.
Negative keywords are keywords that actually drive irrelevant searches. These types of keywords are most used keywords by advertisers to avoid spending extra money on unwanted clicks. It is not easy to set up them; you need to look for such negative keywords for tracking and identifying such search negatives.
Define your goals. Why do you want to run a campaign? What targets do you want to fulfill with AdWords? Setting up specific goals is important to determine your budget, bids and tracking conversion. If you run a campaign without any goal aiming zero expectances, then it can hurt your core business. All you are doing for a purpose- get the best profit. And to do so you have to determine which goals you want to focus and after that you can create an ad campaign using AdWords. For example, if your target is to get extreme leads than set and run campaigns focusing on this purpose.
Some effective yet trendy AdWords marketing goals are-
The next step is keyword research. You must use keywords that match perfectly. Otherwise you will pay for unwanted clicks. You can use Google keyword planner to find money making keywords. There are also many other ways to research your keywords.
Many marketers want to know why they need to focus on choosing the best keywords on AdWords. The answer is simple, for the top rank. Your ads need to be triggered like your organic search links. For both search Google requires trigger system based on keywords and rank ads and pages according to their keywords.
Let’s say you sell yoga pants, for example, and create such AdWords ads for seasonal sales. Now whenever your audiences and customers search a key word on search engine and if that keyword matches with your keywords, the search will trigger your ads and show as result.
Choosing the best keyword is not easy. You need to have market knowledge about trendy and most competitive keywords. Don’t always think about your brands- think out of the box. Find out and list which keywords are used by your target group and competitors. Test the listing keywords and find which sounds great.
For example, if you sell custom-made coffee mugs then you can test your keywords like this-
It is better to avoid straight broad match because it has much competition and with a higher cost but less targeting. Exact match may have a higher cost per click but it is a better converter.
Google AdWords provides us a huge opportunity of making money by converting site visitors into customers. But all of our effort may go in vain if the landing page to which we want to drive traffic is poorly structured and designed.
As Google rewards relevancy. Try to make your landing page relevant too your AdWords campaigns or ads and avoid to use your homepage as your landing page. The URL of your landing page will directly drive traffic to that page where you are showing your products or services related to your Ads. Remember every click will cost you but every click may not convert for you. For better leads and conversion, you have to make your pages relevant. For example, if your Ad’s or ad campaign’s title is “men’s running shoe-15% discount” than your landing page should be called either “men’s running shoe” or “running shoe on discount”.
The common mistake many ecommerce marketers do is that they focus on creating and setting up of only single Ads, not campaigns. While your ads are based on several keywords that trigger the leads, campaigns wok better in converting and reducing your CPC by establishing the relevancy of your ads in an ad group.
Most of the e-retailers follow the common path of utilizing the power of Google AdWords – generate tons of keywords and set catchy traffic driving ads setting their ultimate bidding strategy. And eventually they have to up their bids if they want more traffic to their pages.
The simple way to get away with this problem is to think about campaigns rather than single key word stuffed ads. An Ad group contains several ads and a campaign contains several ad groups.
You can easily focus on driving more qualified traffic as well as extreme leads using campaigns within your definite budget. Set various ad campaigns based on your products and value proposal and target your leads.
Your ads are what will make people to click on your link and convert prospects to customers. Your ads are also important in making your campaigns totally successful to drive more leads and to improve your ROI.
That is why you have to make ads that are enticing and off course relevant. As Google rewards relevancy your ads must be relevant or otherwise you will only pay for unwanted clicks rather than gaining some good amount of returns. Now come to the “enticing” part- a good titled, great and exact keyword matched ads have the magic of converting some qualified customers. For example, when people search “black leather jacket”, they only look at the sites which show a title that match with their search. And if your landing page directly drive the searcher to what he or she is looking for, your ad will successfully convert the visitor in to customer.
Try to make your ads more relevant by creating a great headline, optimizing your page URL and write a great ad copy that should entice your readers. Finally add a CTA button in your ads to convince the searchers to click it.
Traffic segmentation is important. Your target traffic can be different according to their location, age or culture, interest and behavior and in terms of device usage. For example, traffic from Europe is different than of U.S. As or mobile traffic demands different aspect than of desktop or laptop traffic. Again young generations always search different things than old people on internet and their expectations also differ from older traffic.
Segmenting traffic according above criteria will help you to prospect the success of your ads and campaigns. Find out who is your target group and if your target group contains further segmentation then precisely define and set your core target traffic that you want to convert. For example, if your target group is based on location and share similar interest towards your product than segment the group in terms of other criteria such as age or device they used to search your site.
Use Google analytics to track your campaign’s result. Track downloads, share, newsletter sign ups, and sales with AdWords analytics. Find out the trend, if the result shows gradual increasing than try to stick with current strategies. If it is not on that much satisfactory, optimize what you need to. Track your costs and revenue to understand neat profit. Compare your results with your goals and take initiatives if needed.
Paid ads are conversion-friendly if you know how to get it done right. Do not take pressure, learn the basic and list what you want to do with paid traffic. Define your goals and get started. It is better to test the strategies you decide to follow first and if it works then use the plan to earn more revenue from your online business.