Generating more and more sales is the ultimate dream of any e-commerce owner who sells online.<\/span><\/p>\n [bctt tweet=”You can use Google AdWords to boost traffic and sales for your e-commerce website.” username=”adstriangle”]<\/p>\n Google AdWords<\/a> is a remarkable platform that bridges the gap between the needs of the customers and your products.<\/span><\/p>\n Although other platforms have been gaining popularity, Google AdWords still leads the way to let the consumers get the right information about the product and them make the respective purchase.<\/span><\/p>\n Google AdWords had proved its worth of being a platform that catches potential customers when they are actively searching to buy what you have to offer.<\/span><\/p>\n It offers an extremely high level of accuracy and enables you to reach an exact target audience at the right time and location.<\/span><\/p>\n In this blog post, I am going to tell you about the AdWords Growth Hacks that every e-commerce owner should know to fetch far-sighted and long term results.<\/span><\/p>\n <\/p>\n Google Shopping is an online advertising platform that is specially designed for e-commerce owners to promote and sell their products online.<\/p>\n If you are an e-commerce owner looking to promote your products online, boost website traffic and find potential customers, then Google Shopping is a perfect match for you.<\/p>\n Google Shopping Ads are based on 2 platforms:<\/em><\/strong><\/p>\n (i)<\/em> <\/strong>Google AdWords is a platform where the shopping campaigns are created and the budget is set. Here, the bids are managed and optimizations are made in accordance with the performance of the campaigns.<\/p>\n (ii)<\/em> <\/strong>Google Merchant Center is a platform that contains your product feed and details.<\/p>\n [bctt tweet=”Google Shopping Ads appear on the top or at the right side of the organic search results.” username=”adstriangle”]<\/p>\n When a search match results from the database of your Google Merchant Center account, then only your shopping ads will get triggered.<\/p>\n These ads display a product picture, price information and the brand name of the store.<\/p>\n The Google Shopping Campaigns work using the product image and description that makes it more relevant and targeted to the users and their needs. Therefore, the CTR for the shopping campaign is much higher than the keywords based ads.<\/p>\n According to the relevance of the search, more than one of your shopping ads can appear. This means having more visibility in front of your potential customers.<\/p>\n (i)<\/em><\/strong>\u00a0You should make proper and efficient use of negative keywords. This will prevent your ads from\u00a0being displayed for irrelevant search queries. For example, is you sell<\/b> guitars<\/b> but you do not sell violins<\/b>, you can specify violin as an exclusion<\/b> to tell Google not to show your ads when someone searches for violins.<\/p>\n (ii)<\/em><\/strong> You can also exclude the keywords that do not have a purchase intent. Like the keywords that do not have the product name, model number, brand etc.<\/p>\n (iii)<\/em><\/strong> You can set up Custom Filters based on your product feed.<\/p>\n (iv)<\/em> <\/strong>Separate Campaigns by Priority. If you have multiple shopping campaigns that have the same product then you can use campaign priorities based on high, medium and low options.<\/p>\n (v)<\/em><\/strong> Another important thing to remember is that Image of the product plays a crucial role in the conversion cycle. Ensure that the image you use is of high quality.<\/p>\n To know more about the Google Shopping Campaigns, you can read my previous blog-Are You Running Google Shopping Ads in the Right Way.<\/a><\/p>\n <\/p>\n AdWords can provide an excellent source of qualified traffic who have a high chance of converting to sales for e-commerce websites.<\/span><\/p>\n However, there are a lot of e-commerce owners who spend more that they really need to in order to attract the potential buyers. This simply happens because of lack of careful monitoring.<\/span><\/p>\n For this reason, it becomes very important for you to monitor the below-mentioned metric.<\/span><\/p>\n [bctt tweet=”Impression share is a critical component of AdWords that is often overlooked.” username=”adstriangle”]<\/p>\n Impression share is metric in your AdWords account the number of impressions you have received divided by the estimated number of impressions that were available.<\/span><\/p>\n The Lost IS (Budget)<\/b> refers to the percentage of impressions that were not received by your ad due to lack of budget for that campaign.<\/span><\/p>\n The Lost IS (Rank) <\/b>refers to the percentage of impressions that your ad missed out due to the low rank.<\/span><\/p>\n There is a common belief that customers only search, click and buy.<\/span><\/p>\n Although, this happens the majority of the times. But then this is not true in every case.<\/span><\/p>\n During the purchase journey, the customers search and click on a lot of ads before making the final purchase. They use different keywords and refine their search overtime.<\/span><\/p>\n Thus, here the importance of the impression share becomes crucial.<\/span><\/p>\n If your impressions share for a particular campaign is low, I\u2019m afraid you are missing on a lot of impressions, clicks, and conversions because then your ads may not appear on the first page.<\/span><\/p>\n To improve your impression share you can ensure that you use the keywords that are relevant to your ad copy and landing page.<\/span><\/p>\n You can also experiment with the bids to see what kind of an impact it has on your impression share.<\/span><\/p>\n The more relevant are the keywords to the ad copy and the landing page will make your ads super relevant thereby increasing your impression share.<\/span><\/p>\n With increased impression share, your ads will get displayed more quickly for the relevant searches that will<\/span> increase the CTR for your ads<\/span><\/a> and you will be able to generate more sales.<\/span><\/p>\n The Impression Share is often an overlooked metric but it can be a great way to identify additional opportunities and drive more sales.<\/span><\/p>\n If you find that you are missing impressions due to lack of budget or because of Ad Rank, you should possibly have a look at the ROI your campaign is generating and focus on the areas that need improvements so that you can generate more sales.<\/span><\/p>\n It is also important to monitor the impression share to avoid losing impressions during the peak sale time and also to ensure that you do not miss out some significant volume of sales.<\/span><\/p>\n A landing page is that page of your website where the visitors are directed after they click on your ads.<\/span><\/p>\n [bctt tweet=”The Landing Page is responsible for converting most of your visitors into customers.” username=”adstriangle”]<\/p>\n Whatever your business goal might be, optimizing the landing page will ultimately generate higher conversions for you.<\/span><\/p>\n The very first thing to keep in mind is that the landing page is different from the homepage.<\/span><\/p>\n The very first mistake made with respect to the landing page is that a lot of advertisers still direct the visitors to the homepage instead of directing them to the landing page.<\/span><\/p>\n There is a clear difference between the homepage and the landing page. The homepage is the introductory page of your website while the landing page is a single objective conversion page.<\/span><\/p>\n So, do not make this mistake of directing your visitors to the landing page, instead create separate landing pages that elaborately explain your product.<\/span><\/p>\n You are an e-commerce owner and you deal with products. So the<\/span> landing page optimization tricks<\/span> <\/a>will be slightly different.<\/span><\/p>\n The first and the foremost thing that a visitor notices in your ads in the image of the product.<\/span><\/p>\n The users like to see the things before they buy them. Since you are selling your products online, they can not hold or feel the product.<\/span><\/p>\n All they can do is to look at the image of the product. Thus, you should use high-quality product images with multiple angle shots. Because the product images have the potential to either make or break your campaigns.<\/span><\/p>\n To create high-quality product images you should use a consistent image with clear background avoid any kind of distractions.<\/span><\/p>\n Since you are selling products online so people can\u2019t really hold the product.<\/span><\/p>\n Therefore, to make it easy for the visitors to know the minute details of the product, ensure to include a product zoom feature.<\/span><\/p>\n The Wishlist button comes handy when a certain customer likes a product but is unable to buy it straight away.<\/span><\/p>\n The Wishlist button helps the people to remember these products and buy them when the time is suitable.<\/span><\/p>\n A lot of products like apparels, shoes, and accessories come in various size. Not all the people that are searching for your product will have the same size.<\/span><\/p>\n If you fail to provide a range of size to your visitors, they will reach out to some other site and you will lose potential customers.<\/span><\/p>\n Always mention the range of size that your product is available in and do not forget to include a product size chart with all the relevant information.<\/span><\/p>\n A lot of times it is the shipping cost that prevents the visitor from making a purchase. A lot of websites do not include the shipping cost in the beginning and when the visitor is about to make the final payment, the shipping cost suddenly appears making the customer reluctant in purchasing the product.<\/span><\/p>\n Therefore, to avoid confusion and reduce bounce rate, you should state the shipping cost clearly.<\/span><\/p>\n If you are delivering the product without a shipping cost, you need to state that also clearly to initiate more sales. Because the visitors are more likely to purchase a product when there is Free Shipping.<\/span><\/p>\n It is a human tendency that customers do not like to wait long for their products.\u00a0<\/span>Waiting for the product sometimes makes the visitor bounce back.<\/p>\n By including a guaranteed delivery date you can initiate more conversions and sales.<\/span><\/p>\n Recommending similar products is a great way to introduce more products and increase sales.<\/span><\/p>\n If a visitor has purchased a footwear, you can recommend similar products to her just like the ones given in the image below.<\/span><\/p>\n Before buying the things online a lot of people base their buying decisions on the customer reviews.<\/span><\/p>\n The customers trust online reviews just like the personal recommendation.<\/span><\/p>\n So to increase the sales it becomes very important to include customer reviews on your product page.<\/span><\/p>\n Generally, an e-commerce store has to manage a lot of products. Sometimes even hundreds and thousands of it.<\/span><\/p>\n Many times managing the ads and keywords for each of their products takes a lot of time and effort.<\/span><\/p>\n For this problem, Google provides a solution that is named as the Dynamic Search Ads.<\/span><\/p>\n [bctt tweet=”The Dynamic Search Ads are the ones that are created by Google for you.” username=”adstriangle”]<\/p>\n It allows you to target your users by using the content on various pages of your website.<\/span><\/p>\n This saves your time. Because now you don\u2019t need to choose the keywords that a user might use to find your product.<\/span><\/p>\n Rather, Google automatically crawls through your website to see which searches are a good match for your products.<\/span><\/p>\n When the search query of the customer is relevant to your products then Google dynamically an ad headline that includes words from the customer\u2019s search and the content of the landing page on your website. <\/span><\/p>\n Basically, the DSA works best for those e-commerce owners who have a rich content website. Since the Dynamic Search Ads are created by taking the relevant information from the landing page, thus, it becomes really important to have rich content in the website to get the best results from DSA.<\/span><\/p>\n DSA quickly directs the potential customers to what they want on your site.<\/span><\/p>\n (i)<\/i><\/b> Login to your <\/span>AdWords<\/b> Account.<\/span><\/p>\n (ii)<\/em> <\/strong>Click on the <\/span>Campaign<\/b> tab and select “<\/span>Search Network Only<\/b>” campaign from the drop down menu.<\/span><\/p>\n (iii)<\/em> <\/strong>\u00a0Select the campaign type “<\/span>Dynamic Search Ads<\/b>“<\/span><\/p>\n (iv)<\/em> <\/strong>Insert your website domain and then move on to the option of targeting specific pages.<\/span><\/p>\n The Dynamic Search Ads acts as a time saver for a lot of e-commerce owners.<\/span><\/p>\n Because now rather than investing a lot of time to match keywords to landing pages and creating ads, you can let Google create relevant ads which match the query of the user<\/span><\/p>\n Before you go ahead with DSA Campaigns, it is better to determine your target pages. In DSA Campaigns you can target the entire pages, specific pages or specific categories according to the need.<\/span><\/p>\n Also, you can prevent your ads from showing the out of stocks products.<\/span><\/p>\n After you choose the target pages, Google then looks for the searches that have relevance with your products.\u00a0<\/span>After locating a search that is a good match for your dynamic search ads, Google then generates a headline.<\/p>\n The headlines contain the search phrase and the content from the landing page that was chosen for your ad. <\/span><\/p>\n Google dynamically creates the headline and the URL. You have to just write down the two description lines.<\/p>\n The Dynamic Search Ads Targeting uses content from your website your ads to users. You can choose the pages from your website that you want to target.<\/p>\n All Pages:\u00a0<\/em><\/strong>By choosing all pages, you are targeting every single page of your website. Here, the Google’s index crawls through your entire website to generate the ads that match the searcher’s query.<\/p>\n Specific Pages:\u00a0<\/em><\/strong>Here, you can target those specific pages that can get more conversions to you. For example, you can target some product pages or pages that offer discounts and promotions. For specific pages and specific categories, you can run a DSA Campaign. Moreover, you can also target specific words or strings.<\/p>\n Page Feed:\u00a0<\/em><\/strong>When it comes to targeting the page feed, it is always recommended to create a spreadsheet of URLs to make DSA targeting more focused. Then you can either target the entire page feed or just parts of it.<\/p>\n (i)<\/em><\/strong> For Dynamic Search Ads, create more broadly defined targets. This will help you to increase your incremental traffic. If you targeting few landing pages of your website, this means that you are being more narrow with your approach. You could possibly miss the potential conversions that could have taken place otherwise.<\/p>\n (ii)\u00a0<\/em><\/strong>You can use bid adjustment to increase or decrease the bids of Dynamic Search Ads. Bid Adjustment allows you to show your ads more or less frequently based on when and where the ads are shown.<\/p>\n (iii)<\/em><\/strong>\u00a0Exclude the pages that have words like “Sold Out”<\/em><\/strong> or “Unavailable”<\/em><\/strong>. By excluding these web pages, you can prevent customers from seeing these pages on your website that contain products they won’t be able to buy.<\/p>\n (i)<\/em> <\/strong>The position of the Dynamic Search Ads is same as the normal text ads. The DSA enters the auction just like the keyword based ads and later the position of your ads is decided by the Maximum CPC that you have selected for your dynamic ad target and the Quality Score of the dynamic search ads.<\/span><\/p>\n (ii)<\/em><\/strong>\u00a0<\/span>The Dynamic Search Ads gives you full flexibility over the types of products that you want to show. For example, you don\u2019t want to show ads for \u201cout of stock\u201d products. With the keyword-based ads, this task becomes quite time-consuming, of you have hundreds and thousands of products. The DSA makes your work quite flexible and easy here because when you add the dynamic ad targets, you can simply exclude the landing pages that contain \u201cout of stock\u201d products.<\/span><\/p>\n (iii)<\/em><\/strong> Reporting the metrics like the Conversion Rate, CTR, CPC etc in DSA is as easy as with the keyword based ads. You can also compare the performance of your Dynamic Search Ads with your keyword based ads.<\/span><\/p>\n (iv)<\/em><\/strong> You should also use negative keywords with your Dynamic Search ads to get the best results. Negative keyword <\/a>also prevents Google from matching your web site to anything.<\/span><\/p>\n (v)<\/em><\/strong>\u00a0If the nature of your website is dynamic i.e. if your website changes regularly, then you should avoid using DSA Campaigns<\/p>\nAdWords Growth Hacks for Ecommerce Owners<\/h1>\n
1. Using Google Shopping Campaigns to maximize benefits<\/b><\/h2>\n
![\"Shopping](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/Shopping-Campaigns-ecommerce-262x300.png\")
<\/p>\nBenefits of using Google Shopping Ads<\/b><\/h3>\n
\n
Better Click Through Rate<\/b><\/h4>\n<\/li>\n<\/ul>\n
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Broader Presence<\/b><\/h4>\n<\/li>\n<\/ul>\n
Important things to note with Google Shopping Ads<\/b><\/h3>\n
2. Use Impression Share to Increase Sales<\/b><\/h2>\n
![\"\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/impression-share-300x138.png\")
<\/p>\n3. Landing Page Optimization<\/b><\/h2>\n
![\"\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/Landing-Page-Optimization-300x150.jpg\")
<\/p>\n(i) Include a High-Quality Image<\/b><\/h3>\n
![\"\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/high-qualiy-image-1-241x300.png\")
<\/p>\n(ii) Have a Product Zoom Feature<\/b><\/h3>\n
![\"Product](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/product-zoom-feature-300x117.png\")
<\/p>\n(iii) Incorporate a Wish List to Increase Sales<\/b><\/h3>\n
![\"Wishlist\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/wishlist-197x300.png\")
<\/p>\n(iv) Ensure to have a Product Size Chart<\/b><\/h3>\n
![\"Product](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/product-size-chart-294x300.png\")
<\/p>\n(v) State the Shipping Cost clearly<\/b><\/h3>\n
![\"Shipping](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/Shipping-Cost-300x106.png\")
<\/p>\n(vi) Show the Expected Delivery Date on the Product and Cart Page<\/b><\/h3>\n
![\"Delivery](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/Delivery-Date-190x300.png\")
<\/b><\/h3>\n(vii) Recommend Similar Products<\/b><\/h3>\n
![\"Related](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/related-products-1-190x300.png\")
<\/p>\n(viii) Use Reviews<\/b><\/h3>\n
4. Making Most Out of The Dynamic Search Ads<\/b><\/h2>\n
How to Create a Dynamic Search Ads Campaign<\/b><\/h3>\n
![\"DSA\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/DSA-256x300.png\")
<\/p>\n![\"Dynamic](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/dynamic-search-ads-300x127.png\")
<\/p>\n![\"DSA](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/DSA-1-300x93.png\")
<\/p>\n![\"DSA](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/DSA-2-300x94.png\")
<\/p>\nHow Dynamic Search Ads targeting works?<\/h3>\n
Best targeting practices for Dynamic Search Ads<\/h3>\n
Important things to note with Dynamic Search Ads<\/b><\/h3>\n
5. Taking Conversion Tracking into Account<\/b><\/h2>\n
![\"conversion](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/conversion-tracking-screenshot-2-300x132.png\"){kind=tracking}
<\/p>\n