Stop Wasting Spend on Google Ads

Google Ads can feel like a mysterious and daunting beast. If done right, it can be an instant and very profitable source of sales for your e-commerce store. Done wrong, and you’ve spent £500 trying to show for every Google search for ‘books’.

Here’s our breakdown of the Google Ads basics.

The different types of Google Ads campaigns :
  • Search Campaigns: Text-based ads that appear on Google’s search results page.
  • Remarketing Campaigns: Target users who have previously interacted with your website.
  • Display Campaigns: Visual ads that appear on websites within the Google Display Network.
  • Shopping Campaigns: Showcase your products directly within the Google Shopping tab.
  • Performance Max Campaigns: A newer campaign type that uses Google’s machine learning to automatically optimise your ads across multiple channels.
Campaigns

Firstly, you’ll need to set up your campaigns. Each campaign should have a specific objective, such as increasing website traffic, boosting sales, or enhancing brand awareness. For an online boutique clothes store, you might have separate campaigns for different product categories. For example:

  • Campaign 1: Women’s Apparel
  • Campaign 2: Men’s Apparel
  • Campaign 3: Children’s Apparel
Ad Groups

Within each campaign, you’ll have ad groups that are more narrowly focused. Ad groups should be organised around a common theme or product type, allowing for more targeted keyword grouping and ad copy. For instance, under the “Women’s Apparel” campaign, you could have:

  • Ad Group 1: Summer Dresses
  • Ad Group 2: Evening Dresses
  • Ad Group 3: Floral Dresses
Individual Ads

Finally, within each ad group, you’ll create individual ads. These are the actual ads that people will see. Each ad group should contain multiple ads for A/B testing to determine which messages and calls-to-action (CTAs) are most effective. For example, in the “Evening Dresses” ad group, you might have:

  • Ad 1: “Evening Dresses on Sale – Shop Now!”
  • Ad 2: “Elegant Evening Dresses – Free Shipping”
  • Ad 3: “Unique Evening Dresses – Made in the UK”

So you’ve got the basics sorted, now its time to optimise – which is much simpler said than done!

Ad Extensions

Ad extensions like Sitelink Extensions can provide additional links to specific pages on your website, such as “New Arrivals” or “Sale Items,” thereby enhancing the user experience and potentially increasing conversion rates.

Audience Segmentation

If you’re an established e-commerce site with a wealth of user data, using Remarketing Lists can help target users who have previously interacted with your website but did not make a purchase. This allows for more targeted messaging and usually will have significantly higher conversion rates than targeting new users.

From setting up your campaign to advanced optimisation techniques, each step is a building block to your online success. If you’d like some help getting your Google Ads working at their best, get in touch.

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Newwave Design

Brand, Web & Marketing Agency