The world of eCommerce continues to change as it adapts to a more mobile-first society. In fact, the majority of Google searches now happen on mobile devices first, with desktop following behind.
If you’re not offering competitive pricing or fast shipping options for your customers, chances are that they will look for those from your competitors — and more than likely they will look on Amazon.
While eCommerce stores no longer have to rely solely on search engines like Google, there are still tremendous benefits of using Google Ads eCommerce for customer acquisition and more easily scaling your business.
Here are seven tips you can start to use Google Ads for your eCommerce store:
#1: Leverage Google Shopping Ads
Google Shopping ads are a great way to direct your users directly to your eCommerce store. With Google Shopping ads, you can show up higher in the organic search results because Google analyzes all of this product data for relevancy.
You can even go beyond just showing specific products on your page — you have the ability to use various types of dynamic remarketing ads that can show a customer a variety of products on your site.
The more products you have, the better your chances of actually converting someone from a browser to a buyer.
#2: Tap into the Power of Remarketing
Google Ads offers various types of remarketing ads that can be targeted to your website visitors or even people who already have bought from you in the past.
Remarketing is a great way to show someone something brand new, something they may not have seen when they first visited your eCommerce store.
For instance, you could advertise an entirely different product category than what your first-time visitors may have seen on the homepage.
People can forget about your site, but if you use creative ads that remind them of the products they were looking for, you will (hopefully) drive more conversions.
It’s super-important to try to re-engage with your former customers because it’s much easier turning a past customer into a repeat one, than acquiring new ones.
#3: Work on Removing Ads
While remarketing ads are a great way to reach out to your site visitors, don’t forget one of the best tools that Google offers you: Removing Ads.
Removing ads are split into two strategies — either by time or by pages/visit. For instance, if someone visited your site but didn’t purchase anything, you can remind them several days after their initial visit with a Removing ad.
With these ads, you can show your customers products they may have missed or introduce entirely new things for them to check out on your site.
Removing ads is so effective because it gives your customer the ability to change his mind and come back to purchase something.
#4: Keep Promotions Visible
If you’re running any type of promotion or sale, don’t forget to include it in your Google Ads campaign.
Google makes it super-easy for you to make these promotions visible by including a special label with “promotion” attached. There are plenty of ways to label your promotions so you can easily find them, whether it’s by type of promotion, product or store.
You want to keep these promotions visible on your site so that not only are you driving sales, but also brand awareness through your ads.
#5: Use Seller Rating Extensions
Seller ratings are another feature that is easy to set up with Google Ads eCommerce. They basically help you give your customers a better idea of who you are and let them know whether or not your business is trustworthy.
With these extensions, Google will show the positive seller feedback ratings with stars that display how many people have left feedback on the website in question.
If you’ve got five stars or more, definitely consider using Seller Rating Extensions. They show prominently at the top of your search ads and again on your product pages through a star rating attached to your business name.
In addition to this, include seller ratings right on your eCommerce store.
High-quality ratings are better for your business because they show up more frequently and give you the opportunity to acquire new customers through additional organic visits.
#6: Promote Your Bestsellers
It’s been proven that the more people who visit your eCommerce site, the better it is for your conversions.
So why do so many business owners fail at promoting their bestsellers? It’s because they forget to use their Google Ads campaigns in a way that will drive traffic back to their eCommerce stores.
To avoid this, get people to find your site by promoting your bestsellers. They are products that have had the most clicks, views, conversions and more.
Using them in your Google Ads eCommerce campaign will not only help you get more traffic but also push up their rankings on search engines so they can be easily found by consumers.
#7: Set Up Conversion Tracking
Conversion tracking lets you see exactly where your customers are coming from. Whether it’s through your ads or organic search, you can track what campaigns are bringing in the best results.
It’s especially beneficial for figuring out which days of the week and times of day show the most conversions in your Google Ads eCommerce campaign.
Also, use conversion tracking to decipher where your traffic is coming from and how to best spend your ad budget.
What’s more, it’s not like you can’t track conversions with Google Ads – because you can. You just need to set up the code and start tracking everything that matters: leads, sales and anything else.
It’s easy to set up conversion tracking with Google Ads, but it does take some time. However, the moment you start seeing the benefits of proper tracking (like conversions attributed to specific ads), you’ll never want to stop using it.
As you can see, Google Ads is more than just a way to promote your eCommerce store.
It’s also one of the best ways to build brand awareness for your business, generate qualified leads and help you sell products.
So if you don’t have an ads campaign set up yet, do it now!
If you have one you’re not using to its full potential, try tweaking some things and see if that doesn’t improve your results.
Now it’s up to you to start thinking of ways to truly take advantage of what Google Ads has on offer for your eCommerce store.