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Google Ads –  A Powerful Marketing tool if used properly (PART 1 OF 2)

Google Ads - A Powerful Marketing tool if used properly

Google Ads:

It is Google’s online advertising program. Google offers paid advertisements that appear in search engine results pages with the use of Google Adwords. If you want to reach new customers online, then advertising with Google Ads might be right for you. Google Ads are used

  • To promote your business,
  • Help sell products or services,
  • Increase website traffic, and
  • Brand awareness in the people.

    You can choose,

  • Where your ad appears,
  • Set a budget that is affordable for you, and then
  • Easily measure the impact of your Google Ad.

Google Ads for Ecommerce:

When it comes to eCommerce marketing, nothing beats the power of eCommerce Google Ads (Formally known as AdWords campaigns).

When you advertise with Google Ads, you’re investing in your business.

The trick is understanding and implementing everything you need to know about Google Ads for eCommerce into a well-optimized marketing strategy that drives targeted traffic to your eCommerce store.

So why are Google Ads so important for your eCommerce Business?

  • Because by combining a variety of Google Ads campaign types with other digital marketing strategies such as Facebook and email, advertisers are able to reach the right potential shoppers at the right time.
  • Without the right Google Ads campaigns, you’re quite literally leaving money on the table – a lot of money.
  • When you consider that Google has a whopping 90% of the global search engine market with 5.6 billion searches done every single day, not including Google Ads in your strategy can spell doom for your eCommerce business and overall PPC campaign strategy.

The two main networks: Advertisers who choose to use Google Ads can target users to two main networks.
The Search network and
The Display Network.

 Google Ads Network

The search network– refers to pay-per-click advertising, in which advertisers bid for keywords relevant to their business and have the opportunity to show ads to users who enter those keywords on Google as part of a search query.

Pay-per-click advertising is also known as paid search.

Types of ads on the Search Network:

Text ads,
Dynamic Search Ads,
Responsive search ads, and
Call-only ads.

Google Ads

These are the most common kinds of ads on the Search Network.

These ads appear with an “Ad” or “Ads” label on the search results page and might have an “Ads by Google” label on partner sites.

They often show with ad extensions which allow advertisers to include business details like location or phone number in their ads.

The Display Network:

It gives advertisers the ability to place visual sign ads on sites that are part of the Display Network. The Google Display Network can help you reach people with targeted Display ads while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps.

How the Google Display Network works:

The Google Display Network is designed to help you find the right audience.

Its targeting options let you strategically show your message to potential customers at the right place and at the right time.

Here are some examples of how you can approach targeting with Display ads:

Find new customers or engage your existing customers using audiences.

Similar audiences and in-market audiences allow you to target people who are most likely to be interested in your products, helping you find new prospective customers.

You can also use data, like remarketing lists, to help you re-engage people who previously visited your site.

Drive more conversions using automation:

Automated targeting helps you get more conversions by finding high-performing audiences based on your existing audiences and landing page.

By automatically optimizing over time, Google Ads can learn which audiences work for you.

Automated bidding automatically adjusts your bid to help you meet your return on investment. Smart display campaigns combine the best of automated targeting, bidding, and creatives to maximize your conversions on Google Ads.

Move people with Display ad images: Display ads provide opportunities to engage users with appealing ad formats.

Here are some of the ad types you can run on the Display Network:

When do Display ads show?

  • While the Search Network can reach people when they’re already searching for specific goods or services, the Display Network can help you capture someone’s attention earlier in the buying cycle.
  • You can put your ads in front of people before they start searching for what you offer, which can be key for your overall advertising strategy.
  • You can also remind people of what they’re interested in, as in the case of remarketing to people who’ve previously visited your site or app.

Measure your results using the Google Display Network:

Google Ads lets you measure how well you’re meeting your goals. See which web pages run your ads, which ads deliver the most clicks, and which sites give you the most value for the lowest cost.

Plan ahead:

Changes in the Display Network can take 12-24 hours to apply and may not show right away. Keep this in mind while creating a new campaign or making changes to an existing campaign. You may want to set up your campaign a few days before the launch and set the start date in the future.

What Are the Best Types of Google Ads for eCommerce?

Here are the top types of Google Ads that every eCommerce store brand should be testing in their marketing strategy.

Google Search Ads: In the Google Search Network, text ad search campaigns show on the top, bottom, or side of search results. Based on the search terms a shopper uses, these ads include a headline, display URL, and description.

Google Remarketing Ads:

Remarketing is another must-have eCommerce PPC ad campaign type for online stores. There are a variety of remarketing ad types you can test, including customer list remarketing, display remarketing lists, dynamic remarketing, remarketing lists for search ads, and video remarketing. The benefits of these campaigns are impressive. These include the ability to reach more potential shoppers with more focused messaging for less spend. The secret to creating Google remarketing ads lies in the creation of your remarketing lists. But it’s important to note that to use RLSAs (Remarketing Lists for Search Ads) you need to have at least 1,000 active cookies.

Dynamic Search Ads (DSAs):

If you have a more extensive inventory, then DSAs offer automatic element optimization to boost results. Drawing on web content, Google dynamically creates these search ads to best suit the searcher. Meaning it helps you automatically create a text ad for people who are high-quality Concerning for Ironically, searching for the products you are selling.

As powerful as these ads can be for generating good traffic, these text ad campaigns are not ideal to jump into from day one of advertising your eCommerce store. A beginner PPC ad marketer should test text ads and shopping campaigns first, and wait until they have a steady flow of traffic.

Google Shopping Ad:

Shopping ads – display and link to products for sale. They’re labeled as “Sponsored” or appear with an “Ad” or “Ads” label on the search results page and might have an “Ads by Google” label on partner sites.

The next must-have Google ads for eCommerce are Google Shopping ads. Drawing on product data in your Merchant Center (such as pricing, SKUs, and images), Shopping ads are dynamically created to match potential shoppers looking for specific products. The key to maximum success with creating shopping ad campaigns lies in how you structure them.

Responsive Display Ads. Creating ads on the Google Display Network is partially automated with responsive ads. To create them, simply enter your ad text, then add your images and logo, and Google will optimize your ads to improve performance. (You can also use our library of images at no cost.) Both new and advanced users benefit from responsive ads because they show as “native” ads, and blend into the font and feel of the publisher’s site.

Uploaded image ads. For more control, you can create and upload ads. You can upload ads as images in different sizes or HTML5.

Engagement ads:Run engaging image and video ads on YouTube and across the Display Network.Search partners can host image ads and video ads.

YouTube Ads: YouTube ads, which are another vital part of your eCommerce Google Ads marketing strategy. There are a variety of YouTube ad types you can test for your online eCommerce store brand. These include:

  • TrueView Ads: Best for driving site traffic and increasing video engagement, TrueView ads are skippable video ads that play before other video content.
  • Discovery TrueView Ads: Displaying related YouTube videos in search pages, Discovery TrueView ads are ideal for driving viewers to video content/site.
  • Bumper Ads: Bumper ads are short, six-second ads that are unskippable.
  • Non-Skippable YouTube Ads: Longer than bumper ads, non-skippable ads are 15-20 seconds long and play before video content.
  • Outstream Ads: Mobile-only outstream ads show on partner websites and apps.

Gmail ads. Show expandable ads on the top tabs of people’s inboxes.

Google Gallery Ads:

The last Google ad type worth mentioning is the upcoming Gallery ads. Already in beta testing, Gallery ads will combine the power of Search and visuals. So stay tuned – these are going to be a real game-changer.