It takes a lot of things to make an e-commerce store successful and profitable. The most important element that an e-commerce store requires in order to become successful is to get qualified traffic.<\/span><\/p>\n And Google AdWords makes this task of e-commerce stores a lot easier by<\/span> bringing huge and qualified traffic to their sites.<\/span><\/a><\/p>\n There can be times that the performance of the AdWords Ecommerce Campaigns becomes constant and even discontinues to increase.<\/span><\/p>\n This leads to a situation of utter dismay and a lot of advertisers lose hope and quit too soon without giving themselves and their campaigns the second chance.<\/span><\/p>\n As said there is always room for improvement and everyone deserves the second chance, so should your AdWords Campaigns.<\/span><\/p>\n In this blog, we are going to give you some quick tips and strategies to help you better manage your AdWords Ecommerce Campaigns.<\/span><\/p>\n Google AdWords offers an advertising platform specially designed for e-commerce called the Google Shopping Campaigns.<\/span><\/p>\n [bctt tweet=”Google Shopping Campaign is a perfect platform for e-commerce owners.” username=”adstriangle”]<\/p>\n It lets them promotes their online stock and generates more traffic to their website and drive sales<\/a> so that they get more potential customers.<\/span><\/p>\n Google Shopping Campaign<\/span><\/a> is an essential platform for an E-commerce owner and it should be optimized to generate more sales and conversions.<\/span><\/p>\n The steps to optimize the Google Shopping Campaigns are:<\/span><\/p>\n The data feed in Google Shopping Campaigns is a list of products. The products are grouped according to attributes and each of the product is defined in a unique way.<\/span><\/p>\n While setting up the product feed, there are certain attributes which are required and some of them are recommended.<\/a><\/span><\/p>\n The required attributes are Id, Title, Description, Product Type, Brand, Link, Image Link, Condition, Availability, Price, GTIN, MPN, Shipping, Tax.<\/span><\/p>\n The recommended or additional attributes are Additional Image Link, Sale Price, Sale Price Effective Date, Online only, and Expiration Date.<\/span><\/p>\n If you fail to include the required attributes, your products will not show in the Google Shopping Results.<\/span><\/p>\n After creating your data feed, you should upload it your Merchant Centre Account.<\/span><\/p>\n To set up Google Shopping Campaigns, you need to link your AdWords and<\/span> Google Merchant Centre<\/span><\/a> accounts.<\/span><\/p>\n After you have linked the above-mentioned accounts you can create Google Shopping Campaigns.<\/p>\n To create a Google Shopping campaign just log in to your AdWords account, click on the <\/span>\u201cCreate a New Campaign\u201d<\/b> and then select <\/span>\u201cSearch\u201d<\/b>. After that choose <\/span>\u201cShopping\u201d <\/b>from the drop down menu.<\/span><\/p>\n While creating a new campaign for Google Shopping, just remember to keep it separate from the Search and Display Network. This will make it easy for you to set different settings and budget for Google Shopping. You can even track the performance of Google Shopping<\/a> separately.<\/p>\n After this, you need to move ahead with the setup options like choosing the location, language, bidding, budget, delivery method etc.<\/span><\/p>\n While creating a new Google Shopping campaign, determine which products are most important to include.<\/span><\/p>\n Avoid using a single Ad Group for all your products in the Google Shopping Campaign, instead set up different Ad Groups.<\/span><\/p>\n By creating separate ad groups for your best selling products, you can even create ads including special offers and promotions for those products.<\/span><\/p>\n If you are selling products that have different brands. Then you can set up an Ad Group for each brand and in that ad group set up a target for each brand.<\/span><\/p>\n If you sell products that have different product types, you can set up Ad Groups based on product types and within that ad group set up a target for each product type.<\/span><\/p>\n This targeting option allows you to exactly know which product are you targeting. Instead of grouping a lot of products in one target, you can directly target an individual product.<\/span><\/p>\n Another way to optimize the Google Shopping Campaigns is to get some control over it by adding negative keywords.<\/span><\/p>\n Negative Keywords are filtering keywords.\u00a0By adding negative keywords you will get an assurance that your ads won’t get triggered for the irrelevant clicks.<\/span><\/p>\n The negative keywords are important because they save your ad spend that could have been wasted by inappropriate search queries.<\/span><\/p>\n By obstructing the irrelevant search queries, negative keywords attract only qualified clicks<\/a>.<\/p>\n They will help you to refine your targeting by showing your ads to those who are more likely to click on the ad and get converted.<\/span><\/p>\n This, in turn, increases your Click Through Rate, improves your Quality Score <\/a>and reduces the Cost per Click.<\/span><\/p>\n When you are advertising the same product in multiple shopping campaigns, you can use campaign Priorities to determine which campaign should participate in the auction<\/a> for that particular product.<\/span><\/p>\n The Campaign Priority decides the bids on the basis of the following rules:<\/span><\/p>\n If a campaign has a higher priority over the other then it will bid. For example, if there are 2 campaigns, one with the highest priority and the other with medium priority. In this case, the bid from the highest priority campaign will be used.<\/span><\/p>\n If the campaign with the highest budget runs out of the budget, then the next lower priority campaign places the bid.<\/span><\/p>\n If there are multiple campaigns that have the same priority, then the campaign with the highest bid will participate in the auction.<\/span><\/p>\n By using Google Analytics and existing Shopping campaign data, you can find what the best selling products are. After you have discovered them, you can create a separate campaign for these products.<\/span><\/p>\n When you have a popular item in your stock, you want a lot of customers who are looking for that particular product to see that you have it available for them.<\/span><\/p>\n By creating a separate campaign and bidding aggressively can give you promising opportunities to attract a lot of potential visitors who are ready to convert.<\/a><\/span><\/p>\n If you do not create a separate campaign for your best selling products then you will have to increase bids for all products including the ones that aren’t performing well. This will indeed have a negative impact on the performance of your Google Shopping Campaigns.<\/span><\/p>\n Remarketing allows you to show you ads to the past visitors. It lets you customize your ads according to the activities of the people who visited your site.<\/span><\/p>\n [bctt tweet=”Dynamic Remarketing takes traditional remarketing to the next level with product-specific ads.” username=”adstriangle”]<\/p>\n With<\/span> dynamic remarketing ads<\/span><\/a>, you can go a step further and display your remarketing ads with specific information that is specially designed according to your customer\u2019s previous site activity.<\/span><\/p>\n With Google’s Remarketing feature Google itself will create ads for you based on the behavior of your website visitors that will include the price, image, and text of the ad of your choice.<\/p>\n Shopping sites are apt for remarketing. If you are an e-commerce owner who sells products online, then you can use promotional coupons and offers to increase your sales<\/a> plus the overall ROI.<\/p>\n Dynamic Remarketing should be a top choice for e-commerce owners because they are marketing to people who are already interested in their products, have already visited the site, viewed products, added some of the products to their cart or have even purchased them.<\/span><\/p>\n Therefore, with<\/span> Dynamic Remarketing the sales and the ROI tends to be higher<\/span><\/a>.<\/span><\/p>\n In Dynamic Retargeting, there is basically 6 visitor segmentation which you can use. They are:<\/span><\/p>\n Through this segmentation, you can target each and every user that visited your site irrespective of the visitor activity.<\/span><\/p>\n By retargeting all the visitors, you reach out to a wider audience.<\/span><\/p>\n Although by retargeting to a wider audience, you may not get the most narrowed list, instead you will get a list of people who have a slight interest in the products that you offer.<\/span><\/p>\n Also, while retargeting all the visitors of your site, do not forget to exclude the immediate bouncers. Retargeting them will make no sense.<\/p>\n General visitors are those visitors who visited your website but did not view the specific product page.<\/span><\/p>\n With the help of Dynamic Remarketing, you can target these users with the most popular products of your site.<\/span><\/p>\n These visitors bounce from your website before navigating your products. It is not that your products are not right for them.<\/span><\/p>\n Maybe these visitors are not familiar with your products or they couldn\u2019t locate the product page or probably were led away by distractions. There can be a lot of reasons.<\/span><\/p>\n You can use dynamic retargeting ads to increase the awareness of your products so that they come back to your website to know more about you.<\/span><\/p>\n With this type of visitor segmentation, you get a chance to showcase your products to those visitors who arrived at your website but did not view the product page.<\/p>\n These are the people who viewed the product page on your site and but did not add them to the shopping cart.<\/span><\/p>\n You can target them with ads that are in relation to their interests. You can also show these visitors the products they viewed along with a mixture of recommended and similar products.<\/span><\/p>\n In addition to this, you can also display your discounts and offers to entice them to come back to your site and make a purchase.<\/span><\/p>\n You can retarget the product viewers by stating a benefit that they will get from using your product or you can also add a customer testimonial from a well-known influencer.<\/span><\/p>\n These are those visitors who added your products to their shopping cart but did not purchase.<\/span><\/p>\n This type of audience almost brought out their credit cards to shop but somehow left to find more competitive prices.<\/span><\/p>\n To avoid this you can offer them Free Shipping offer or a coupon as an incentive for them to make the purchase.<\/span><\/p>\n You can also target them with special offers like promotions or discounts to close the deal.<\/p>\n Most of the time there are price and time objections that make the visitor abandon the shopping cart.<\/p>\n To remove the price objections, you can provide “Free Shipping”<\/em> <\/strong>across a certain price limit or a reasonable discount for a limited time period.<\/p>\n And when time objection is the issue, you can continuously remind them of your product and make sure that you stay on their mind when they are ready to make a purchase.<\/p>\n Creating a sense of urgency while retargeting shopping cart abandoners can get you more sales because when there is a time limitation, people tend to buy more.<\/p>\n Some example of an urgent offer are:<\/span><\/p>\n Past buyers are those people who purchased products from you in the past.<\/span><\/p>\n Targeting the existing customers is a part of the customer retention process and for this reason, it is quite important.<\/span><\/p>\n Your existing customers are more likely to make a purchase from your when compared to the new visitor.<\/span><\/p>\n After purchasing your product in the past, the visitors become your customers. Your existing customers are more likely to make a purchase from you as compared to the new visitor.<\/p>\n You can remarket them with new products that will complement the products that they have already purchased.<\/p>\n Although the group of your existing customers might be small. As these people are already using your product, they are interested in your business and will be more likely to make a purchase from you again.<\/p>\n RLSA is a feature in Google AdWords that allows you to tailor your Search Campaigns for people who have already visited your website. <\/span><\/p>\n [bctt tweet=”RLSA a strategy to target the people who have the past or current interest in your products.” username=”adstriangle”]<\/p>\n When visitors leave your site without making a purchase, RLSA can help you to connect with these visitors when they continue to search in Google. <\/span><\/p>\n RLSA gives you an opportunity to optimize your search campaigns by letting you tailor your bids and ads for your highest value prospects.<\/span><\/p>\n There are 2 basic strategies that you can use with RLSA:<\/span><\/p>\nAdWords Campaigns that Boost Ecommerce Sales<\/b><\/h2>\n
1. Optimize Google Shopping Campaigns<\/b><\/h2>\n
![\"Shopping](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/07\/shopping-campaigns-examples-300x157.png\")
<\/p>\n(A) Optimize Data Feed<\/b><\/h3>\n
(B) Set Up Google Shopping Campaigns<\/b><\/h3>\n
![\"Shopping](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/07\/Shopping-Campaign-Screenshot-300x289.png\")
<\/p>\n(C) Targeting Options<\/b><\/h3>\n
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Set up Targets by Brand<\/b><\/h4>\n<\/li>\n<\/ul>\n
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Set up Targets by Product Type<\/b><\/h4>\n<\/li>\n<\/ul>\n
\n
Set up Targets by SKU<\/b><\/h4>\n<\/li>\n<\/ul>\n
(D) Add Negative Keywords<\/b><\/h3>\n
![\"Negative](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/07\/negative-keywords-300x90.png\")
<\/p>\n(E) Use Campaign Priorities<\/b><\/h3>\n
![\"Campaign](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/07\/Campaign-Priority-300x194.png\")
<\/p>\n(i) The Campaign with the highest priority will bid.<\/b><\/h4>\n
(ii) The lower priority campaign bids if the highest priority campaign runs out of the budget.<\/b><\/h4>\n
(iii) When multiple campaigns have the priority, then the highest bid is used.<\/b><\/h4>\n
(F) Create Separate Campaigns for Products with Maximum Sales<\/b><\/h3>\n
2. Dynamic Remarketing<\/b><\/h2>\n
![\"dynamic](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/06\/dynamic-remarketing-300x293.png\")
<\/p>\n(i) All Visitors<\/b><\/h4>\n
(ii) General Visitors<\/b><\/h4>\n
(iii) Product Viewers<\/b><\/h4>\n
(iv) Shopping Cart Abandoners<\/b><\/h4>\n
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(v) Past Buyers<\/b><\/h4>\n
3. Remarketing List for Search Ads (RLSA)<\/b><\/h2>\n
![\"RLSA\"](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/07\/RLSA-2-196x300.png\")
<\/p>\n\n
![\"Dynamic](\"https:\/\/adstriangle.com\/blog\/wp-content\/uploads\/2017\/07\/DSA-2-300x94.png\")
<\/p>\n