Everyone has to start somewhere. If you are looking to drive more engagement and clicks to a product, webinar, or blog… Google Adwords is best place to start.
It’s not easy, you’ll need research and constant monitoring the of the campaign… But think about the revenue, clicks, and sign ups available. 97% of Google’s total revenue comes from advertising. Businesses make an average of $2 of revenue for every $1 spent on adwords and with that being said….
Let’s get started with Google Adwords Tips for ECommerce Beginners.
Google Adwords is limited with characters,
- 25 characters for the headline
- 35 characters for description line 1
- 35 characters for description line 2
- 35 characters for a display URL
- 1024 characters for destination URL
Here are 7 Google Adwords Tips for ECommerce Beginners
1. Website Structure and Account Structure must be aligned. Once your Ecommerce website is set up you need to align its goals with the Google Adwords Account. Mimic the same navigation and structure. You’re familiar with the organization of your website and can intuitively find a product without performing a search for it. use the same structure in your AdWords campaigns to easily find ad groups that represent specific products on the website. Directing visitors to the correct landing page that matches the ad copy is often a beginners mistake.
2. Start with [Exact Match] keywords and avoid using one-worded keywords. Broad match is the most commonly used match type in Google Adwords and also the most inconsistent. Several variables in search terms can trigger ads which will cost you more in the long run. One-worded keywords attract users to early in the purchasing funnel, they rarely convert and typically raise CPA.
3.-Negative -Keywords allows you to exclude keywords that are not a good match for you product. An example is you sell designer women’s shoes but not athletic shoes. You can exclude terms such as “running, tennis, hiking, etc…” to ensure your ads do not show up for these terms.
4.Know the LTV (lifetime value) of your customers and set CPA (cost per acquisition) goals. Imagine Amazon, they know how often people will reorder and the average cart value, so they can determine how much they can pay per acquisition. Say your LTV is $100 per user and you pay $80 per acquisition, you know you’ll be in the positive at the end of the year.
5.Search and Display campaigns will not produce the same results. Start with search as display campaigns are much more for push marketing and require different ads, copies, and setup to perform optimally.
6.Correctly set up delivery method, ad rotation and scheduling. These are vital settings when starting a new account. Delivery method will determine how quickly your ads are showing throughout the day with a standard or accelerated delivery budget method. Ad rotation allows you to choose optimization for clicks or conversions. Scheduling needs data to determine the best time of the day run, you may acquire customers at $10 at 11AM and $50 at 11PM, you can adjust budget during these hours.
7.Tracking performance with conversion pixels. Conversion tracking places a cookie on the user’s computer and a correct match is made, a successful conversion will credit your account. Conversion tracking can be set up as a sign up, lead, sale, or opt-in.
Successful Adwords management requires constant learning, improving, and tracking moving variables. Developing a feeling for your brand or company’s ecosystem and market will come with time. Stay persistent, work hard and never give up, you will be a Google Adwords expert in no time.