Mastering google ads: A blueprint for e-commerce success

Google Ads are a powerful tool to add to your eCommerce marketing arsenal. With Google being the main place people are searching for answers on the internet, it makes sense to connect with them directly to your products and services. However, Google Ads aren’t right for every business all the time.  So how do you know if they are right for your business, and how do you use them? Well, that’s what this blog post will cover.

The different types of Google campaigns for eCommerce owners:

Fundamentally, there are two types of Google campaigns that work well for eCommerce businesses - Shopping based and Search campaigns. 

Shopping-based campaigns are run primarily through the traditional shopping campaign, or the newer Performance Max campaigns which include shopping options. These campaigns allow you to display your products with images directly in search results. Whilst Performance Max campaigns are a great way of showcasing your products, it is worth keeping in mind that the analytic data from these campaigns can be more limited.

Search campaigns, on the other hand, are ideal for targeting specific keywords and delivering text-based ads. These are the ads that appear when a user searches for something specific, and the text-based ads are delivered in return.  Search campaigns give you strong conversion statistics so you can easily understand and optimise your strategy.

In combination, they make a balanced and well rounded marketing foundation.

These are not the only campaign options in Google Ads.  There are other specific options such as YouTube campaigns.  However, the easiest way to get started for an eCommerce store using Google Ads is to establish a strong strategy foundation with shopping-based and search campaigns. You will explore other campaign types when you are ready to optimise and scale. 

What audiences see Performance Max campaigns?

Google introduced Performance Max as a type of catch-all campaign where shopping, search, and re-marketing rolled into one.  Google is using your product feed as data points to identify who the products should be showcased to.  You also layer across interest-based audiences in the absence of keywords.  This makes Performance Max a broad campaign that can be optimised to suit specific audiences on an ongoing basis.

Performance Max campaigns still rely on audiences to be searching for your specific kind of products.  So, if you are looking for a more brand awareness style of campaign, Google Ads might not be the option for you.  Other platforms like social media Ads might be a better place to start.

The easiest campaign for eCommerce founders to get started with Google Ads:

Shopping focussed ads are a great way to start because the visual nature of these campaigns pre-qualifies your buyers by showing them what they will get from the beginning.  As soon as your buyer searches for their problem, your product will visually appear in front of their eyes.  However, there are some product types that will be more naturally suited to a keyword or search campaign.  If your product is super niche and will be difficult for Google to present in front of correct shopping streams, you might benefit from a stricter keyword focussed search campaign.

What is a good Daily budget to start out with:

Typically, a daily budget of $10 to $20 is the amount you need to be able to test things out.  This gives you the ability to monitor your keywords, test various elements in your campaign, and determine what works and what doesn’t.  The actual budget you will spend on your longterm Google Ad strategy may vary based on factors related to your business such as the product price, conversion rate, and lifetime value.  But you can experiment and refine those factors as you continue your journey with Google Ads.

Frequent mistakes people make with Google Ads:

One common mistake is using broad match keywords that lack precision.  These can lead to irrelevant traffic and poor campaign performance.  Broad match keywords leave room for Google to roughly determine results that might be generally linked to your keywords and they rarely convert well.

Another common mistake is not monitoring conversion statistics properly.  To get the best results, you really need to understand how people are searching for you and do your keyword research properly so you can continually optimise your campaign strategies.

Easy wins on Google Ads:

The quickest easy win with Google Ads is to get your tech set up right.  Make sure you have accurate conversion tracking established on whatever platform you are selling from, otherwise you won’t have the data needed to make informed decisions and optimisations.

Is it really possible to learn and manage our own Google Ads?

Yes! It's entirely possible to learn and manage Google Ads yourself.  But it pays to master the basics and set your campaign strategies up correctly from the beginning.  A great way to equip yourself with the knowledge and skills to handle your own Google Ads campaigns is to work with Kaity Griffin from Sunday Digital.  She has a range of products that will take you from complete novice to Google Ads pro.  Spending on your own learning is a great business investment because it saves you the expensive fees of advertising agencies.  Learn more about Kaity’s programs here:

Google Ads Bootcamp - Module one of her comprehensive course, offering a strong grasp of Google Ads essentials.

Free Keyword Series - An ideal starting point to comprehend the fundamentals of Google Ads.

Profitable Promotion - The flagship course that equips you with the expertise to revolutionise your e-commerce advertising efforts.