Written by Paul Granger
Google AdWords has become increasingly competitive. This has meant that it has become even more difficult to ensure success when it comes to using Google AdWords for e-commerce marketing.
However, that is not to say that success isn’t possible. As a leading SEO expert & AdWords consultant, I believe it’s just a case of taking the time to learn the steps to succeed with this unique form of marketing.
For everything that you need to know about all of the best and most advanced AdWords strategies, read on.
How does Google AdWords work?
Before we dive into the deep end of AdWords facts & figures, first let’s take a look at exactly how they work, in case you aren’t completely clear. Companies bid on keywords, give an estimate of how much they want to spend, and create groupings of these keywords that are then paired with adverts.
Google chooses one of the keywords or phrases that you have picked for your account into an auction, using your maximum bid you’ve specified, as well as the associated ad. Once this has been done, Google looks at two factors to determine which ad to show.
These are your maximum bid and your quality score – a metric that determines how relevant and how useful your ad would be to the user.
These auctions are run billions of times a month and are highly successful. They allow users to find what they are looking for, advertisers to connect with customers for the lowest price possible, and Google brings in a high level of revenue.
What are the best hacks to boost your e-commerce marketing game with Google AdWords?
Test market audiences
Google quietly collects enormous amounts of data each day. Ever wonder what happens to this data – what is it used for? However, the Google AdWords feature, in-market audiences, is making use of this.
The concept of this feature is to allow advertisers to look further than demographics, to focus on users who have shown that they are in the market for the product or service being offered – this is based on their web behavior and Google searches.
As Google knows when users are taking the time to research and compare products, or clicking on similar ads and buying through them, this data can be leveraged to help reach potential customers more effectively.
For instance, let’s say that you are a realtor and want to market to people who are interested in buying a new home soon. This feature is a great way to target people who may have indicated, via their online searches, that they want to buy somewhere new soon. This feature is a great way to gain access to this audience.
Standard marketing creates adverts without knowing which product a potential customer is looking for. This form of marketing is not as effective as it could be, however, AdWords does not work in this way, and thus is more effective or, at least, it can be.
Google has got a feature called product-specific marketing, a form of AdWords that allows companies to feature specific products in their adverts, as opposed to their entire website.
With a little help from Google, your company can determine which products people looked at most and create ads for those products.
What this feature means is that you can give your customers and potential customers exactly what they want to see.
Customize ads with updates
When it comes to successfully using high-performance copy, urgency is key. However, few businesses have the time to constantly be running promotions, discount codes, and tweaking advert text as needed.
That’s why Google allows you to customize your adverts with real-time updates. These updates can be set to automatically update so that you can ask Google to update your adverts at set periods of time, so that you don’t have to. How amazing is that?
For instance, you can tell Google things like ‘My sale starts tomorrow and will end in 10 days, so update my copy each time that you show it’. You can use this strategy for almost any time frame, making it highly effective for getting the most out of your content.
Of course, that’s just the beginning. There are also many other more dynamic elements that can be controlled using this feature. You can encode the product name, price and promotion end date.
Before this type of automation was available, the process of using AdWords was a much more complex one and would involve hours of copying and pasting onto spreadsheets, to plan for your adverts.
Schedule ads effectively
When it comes to AdWords scheduling, it is vital to ensure that it is done effectively. You see, there is nothing more annoying or wasteful than paying for leads and them not working well. That is what will happen if you pay for leads for times when they are not necessary, such as at 3 in the morning.
The fact is that when a lead is hot from an ad, there are only a few hours that it is hot for. This means that if a lead comes in, they need to be contacted within a set time frame, but if the lead comes in the middle of the night when there is no one available to contact them, the lead goes cold and becomes less effective.
To take full advantage of this kind of advertising, it pays to invest in ad scheduling for appropriate times, so that you can ensure that your leads remain hot.
Don’t let competitors drain your budget
It is almost guaranteed that your competitors will be clicking your ads and draining your budget. However, there is a hack that you can use to stop having to pay for these clicks – to do this you need to find your competitors’ IP addresses. Once you have this, you can put an IP exclusion on these addresses when it comes to your ads, which means that you won’t pay for their clicks, like you usually would do.
There you have it, a range of advanced Google AdWords strategies that you can implement to increase the success of your e-commerce marketing techniques.
Paul Granger is a content writer, adwords specialist and SEO consultant at https://websitepromoter.co.uk/, a site that helps small businesses and website owners with advice on SEO and Pay Per Click, follow on LinkedIn.