Google Ads for ecommerce entrepreneurs

Promoting your products with Google Ads is a hoot and a half! 

But there is a key factor to that formula, and it’s what everyone needs a little more of- the morning meditation - that tricky thread to loop in the needle - your loved ones 'guidance' (read nagging😅)-  the elusive road to nirvana called - P.A.T.I.E.N.C.E.

You've heard about Google Ads surely, and when you log in, it's data this and plug-in that and you feel a little like your mental capacity is draining out from your left ear.

Don't worry about it!

You're not alone. We've all been there at some point😄

Why is it so complex though?

Well, it’s science, and science takes time to understand. It’s doable, definitely; but it needs a lot of analysis and figuring out what permutation-combinations work best to boost sales performance. But once you wrap your brain around it, it’s pretty cool!

Let’s say someone is fond of chic boho dresses and keeps purchasing this style of dress from various websites online; if you set your Google Ads to reach specific locations around your neighboring areas, the ads of this specific product will be shown to people just like that particular customer who is already in the market for what you're selling.

By making the right adjustments, your ads will be shown to people who will become likely buyers of your product. 

And the probability of your company making the sale is 40 times higher.

You don't have to do too much to push your product into the market, the sale comes to you and pulls the customer towards you. It's pull marketing at it's finest!

And it's specific in its intent for many reasons.

How is the conversion rate set so you can see sales?

A smart way to be a step ahead is to figure out how much you are willing to spend to acquire a new client. You have to set your daily budget and let’s say you put up $10 for the day, you can create an ad using keywords within that budget. And even if 2 out of 100 people who visit your store make a purchase, then you have a 2% conversion rate and that’s awesome! It seems like a little, but it’s a lot on this playing field.

Keyword research 

Using keywords in your ad copy help drive users to your website.

Keyword Planner or Ubersuggest are top-notch tools for keyword research. Search for the keywords that you believe have high intent of purchasing your products. 

Like in the example below, who do you think is closest to buying Nike shoes?

The first one right! Fantastic! You’re already a Google Ads expert :) 

This was a simple example but the more specific people are when they search, the higher the buying intent is behind the search. So punch in the term you want keywords for, and the tools will generate many variants. You can then start picking the ones which denote the highest intent of buying your products.

For example, you can’t sell a beach dress to an older lady that only ever wears pants, no matter where you advertise. She’ll probably never be interested in your product, even if it’s the cutest thing to happen since uber puppies. 

But what WILL impact your ad reach the most is 'The Quality Score'

The quality score is an entity unto itself, and you need to maintain this parameter at all costs; as this will directly impact profitable returns in the future. 

Quality score on keywords are based on the following parameters - 

Ad Relevance - How compatible the keyword is in relation to the ad, and how well it fits. 

Expected CTR - How likely someone is to click on your ad after searching for the keyword. 

Landing Page Experience - How close the co-relation is between the landing page, ad links, and keywords. 

Ad copy +Keywords +Landing page = Success!

So say your ad is showing at the first position, right at the top, on the first page of Google, your keyword quality had to be really good, that’s why you’re there. 

And if your landing page is relevant, then the ad rank will automatically increase, as these are the parameters that are calculated before deciding the actual cost-per-click that you will be paying Google.

So say you have 4 competitors outbidding each other for the same keyword, in that case, who will be placed higher will depend on the quality score.

We're going to get a little technical now, just take it easy and stay with us. It gets fun...

So check it out, if the keyword is $3 and the individual has a quality score of 8 - then this will be divided by the competition below you and he will be paying only $2.51 to Google - because his quality score is unparalleled. 

The other competitor paying $4 on a bid, and having a quality score of 5 will be divided by the brand below (XYZ Brands) and their cost-per-click will be $3.01 even though they bid more for the keyword, and that’s due to the low quality score.

So even though you have these things in common -

• Same competitor
• Same keyword
• Same product
• Cost varies

It's your quality score that is going to determine how much you have to shell out. And you’re going to want to maintain a quality score of at least a 6 and above.

Note that Google multiplies your quality score by your bid to determine how your ad will rank. So, if your quality score is 8 and your bid for the keyword is $3, you will rank higher than someone with a quality score of 5 who bids $4

Keyword prices are determined by the number of clicks that a particular word gets, and that is why it becomes more expensive if it is extensively used and searched for.  

It is based on market price as well, as more companies bidding for high intent keywords drive up the cost. 

Use negative keywords in your AdGroup

When you add negative keywords to your AdGroup, you can save costs by eliminating people who are not likely to fall into your target group. 

This saves you money by increasing the ad relevance, thus improving the advertisement’s quality score.           

To add negative keywords, type up the particular words with a minus sign (-) in front of them and it will not show to people who are not interested in your product, thus saving you random clicks.

For example, you'll not show Adidas shoes to people searching for Nike or New Balance shoes because those customers know what they want; and might not go for your products. 

Join our webinars for ecommerce entreprenuers, and you will learn how to automate Google Ads for your business within the right budget (only 150€ per month!) 

Try Microsoft Advertising

This is a little snippet of fun for you to dip your feet into online advertising.

While Google Ads is BAE(Before Anyone Else) and the best, it is not the only online advertising platform that is popular. Depending on your industry and audience, you could consider using Microsoft Advertising (previously known as Bing Ads) in which the cost-per-click is 50% lower. And when you sign up for Microsoft Ads, you will get $100 in credits for your first $25 invested. So if you want to see what online advertising is all about, this is a tip for you. 

The audience using this platform is older and more set in their ways. They do not suffer from indecisiveness due to so many options like those of us raised in the millennial generation; and so if it’s something useful and practical that you’re offering, you could make a potential sale.

It has been shown that businesses like education, holiday packages, events, etc. (service type of businesses) do well using Microsoft Ads.  Also, Microsoft settings are the default browser of Desktop 10 users so you have a ready-made audience. You can test it to get the benefit, and then try Google Ads as well to see which works better. 

Pro tip however - Google Ads does 😉 It’ll be good comparative analysis though. 

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