Marketing is the most important part of an e-commerce business. You need to put in more work to improve your online reputation and move up the search engine ranking list. Usually, this goes along with a rise in costs, which leads people to expect results from something they are paying for. But look closely at the results of your Google Ads/AdWords work and ask yourself if you are really happy with them. If the answer is “no” or you’re not sure, you need to find a way to use those efforts to help your online business succeed. With that in mind, here are a few suggestions for how you can improve your Google Ads strategy.
Start with a ROAS that makes sense.
ROAS (Return on Ad Spend) tells you how well your advertising campaigns worked, or if the money your e-commerce business spent on them was worth it. Obviously, you can’t expect miracles if you don’t spend much of your money on marketing, but you still need to know if something needs to be changed or improved.
You might want to start out slowly to see how things go, which is natural. However, if you want to grow your business, you shouldn’t spend too much time in a child’s sandbox. To join the big players, you need to set your sights as high as your budget will allow and think in terms of a 4x return on ad spend, which is the first level of return that makes financial sense.
Analytics and AdWords should go hand in hand.
Some people think this idea is obvious, but for people who are new to e-commerce, this may be a new thought. AdWords might seem to work in mysterious ways until you combine it with Google Analytics, which has very important data that many people don’t know how to use.
Even so, if you added the Analytics reports to AdWords, you would know exactly how much money each campaign, keyword, and ad brings in. These pieces of information are very important for figuring out how well you did overall. If you decide that something costs too much and doesn’t bring in enough money, you should take action as soon as possible. You might decide to use something else or change it, but that would depend on what you find.
Change when your ads run.
Taking care of their schedule is another important part of making your Google ads work better. If you have a lot of experience and know how to handle everything, good for you. But, if you’re like most people, you probably didn’t care about scheduling. So, you should look at your most recent statistics to see if the current way you schedule your ads is still a good idea. If it doesn’t, make sure you adapt it.
But because there are so many details, it can be hard to understand or control the schedule, the effectiveness of campaigns, or anything else. This is why many businesses hire a team of experts from outside their company to run their AdWords campaigns. These experts are involved in the creation, planning, and monitoring of the project. They use their creativity and strategic planning to make sure that the results are good. If a little help from outside would help your business, you should think about it.
Don’t forget about the mobile ads
Since smartphones are used to make a lot of purchases, it wouldn’t be smart to ignore them strategically. People are always looking at their phones with their heads bowed, whether they are on the bus, in a waiting room, or out for a walk. They are always looking for information or a product. They want to be able to do things like shop and look up answers on Google while they’re on the go. Smartphones have made this possible.
You might only change your bids for mobile devices, but if you don’t, you should think about customizing each ad for mobile devices. This strategy requires you to change your ad text for smartphones, but it lets you track how well different ad groups are doing. For example, you might stop running an ad that only gets a few clicks in an ad group that gets a lot of clicks in general.
Different keywords lead to different results.
Your brand-related keywords may give you a high ROAS, but you should be ready for the generic keywords to give you less. Also, you should use keyword matching options in your Google Ads strategy, which is something that many people forget to do. This has to do with choosing the words you want to make your ads show up, which can be hard for a beginner to do.
There are four different kinds of keyword matching options: broad match, broad match modifier, phrase match, and exact match. Each type has its own pros, so it’s important to figure out which one would be best for you. For example, the broad match would show your ad to a large number of people because it includes misspelled words and synonyms. Negative keywords are another useful addition. They stop your ads from showing up when someone searches for a certain term, which can be important for how your offer and reputation are shown.
Last things to say
Paid advertising’s biggest benefit is that it can increase traffic in a short amount of time, making it one of the best ways to promote something online. But, as always, it’s not the tool itself that makes it useful; it’s knowing how to use it. The tips above can help, but if you’re having trouble managing your Google Ads, it’s best to talk to experts to make sure your money is well spent. All things considered, Google Ads should be a big part of how you market your business.