Google Ads is the paid tool that brands use to advertise on Google. This platform allows you to create different types of campaigns according to your objectives. In this article, we tell you everything about Google Ads and we bring you 4 keys to building successful campaigns.
Surely you have already heard about Google Ads, Google’s exclusive advertising tool. But have you ever wondered why you should add it to your e-commerce strategy?
What is Google Ads and what is it for?
Through Google Ads campaigns, you can gain visibility to potential customers when they search for businesses similar to yours, both in the Google search engine and on Google Maps.
Its great advantage over other digital marketing tools is its reach, since thousands of people search for information about products or services on the internet every day.
Below we will tell you how Google Ads works, when it is convenient to implement this online marketing tool and we will share 4 tips for you to add it to your e-commerce strategy.
How Google Ads works
As we said, Google Adwords is the paid and online tool that brands use to advertise on Google and allows you to create different types of campaigns according to your business objectives.
- Search Campaigns
- shopping campaigns
- display campaigns
- Video Campaigns
- App Campaigns
Let’s see in detail how each one works.
🔍 Search Campaigns
With them you can attract potential customers and get them interested in your product or service. These are text-only ads that appear first in search results.
To create this type of ads, it is important that you carry out a keyword analysis () of your category and think about how a person would search for a business like yours. From there, you can build your ads using those words.
Google Ads gives you a free and very powerful tool called so you can do this research for free.
🛒 Shopping Campaigns
In this case you can directly promote your catalog on Google. This option allows consumers to compare prices, models and get information easily before making an online purchase.
Here we tell you how to publish your catalog on Google:
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🖼 Display Campaigns
These are graphic ads that are displayed on the millions of sites on the Internet (news pages, blogs and also within YouTube or Gmail) and that are associated with the Google search network.
How does it work? By affinity with the content. This type of campaign allows you to show your ads in specific contexts, such as “outdoor lifestyles”, and also to a particular audience, for example, “young mothers”.
The segmentation of your campaign is defined by context, channel, themes, product category, or else demographics and interests.
You can also choose different ad formats: they can be static images or with animations that invite interaction with the user (rich media), as well as specific formats for ads in Gmail or in applications.
In this type of campaign, the creativity of the images or animations is key to capturing the attention of users.
📹 Video Campaigns
Did you know that you can make audiovisual announcements? For example, if you are launching your brand and you have a promotional video, you have the possibility to advertise it on YouTube.
These ads can be aimed at expanding the reach of your YouTube channel or, why not, for your potential customers to visit your online store to discover your products and your brand.
📲 App Campaigns
This campaign type allows you to promote apps. If your online store has a version as a downloadable application, for example, it is an ideal alternative!
This way you can promote your iOS and Android app on Google search, YouTube, Google Play and many other platforms.
💡 Bonus tip! The most common campaign types used in an e-commerce strategy are Search, Shopping and Display.
Always remember that, for each campaign you carry out, you will have to define a budget and the objective you want to achieve. The most common are:
- Create brand recognition
- Drive traffic to your site
- Attract potential customers
- generate sales
To define it, we recommend you always think about it with it in mind, that is, imagine what stage the customers you want to attract with that ad are at.
- Recognition: attract potential customers, you are going to seek that more people know your brand and your online store.
- Consideration: generate interest in those people who already know your business and possibly had contact with your e-commerce, but have not yet made the purchase.
- Conversion: generate sales. They are people who already know your brand, visited your store and take you into consideration.
What is the Ad rank or quality index made up of?
The Ad rank or ad score refers to the rest of the criteria, in addition to the bid (the auction between advertisers), that Google uses to determine the order of paid ads.
- Estimated Open Rate: Number of times users click on an ad. It is an indicator of what interests users most.
- Landing Page Experience: Websites that are simple and intuitive to navigate are more likely to appear first.
- Ad relevance: responds in the best way to the user’s query.
- Rich formats: they provide extra information and improve the user experience.
What is more convenient, advertising on social networks or Google Adwords?
This is a common concern that many online business owners ask themselves. The answer is not unequivocal.
Today it is extremely necessary to increase the sales of a virtual store and its costs are usually lower than the guideline in Google.
However, it is also advisable that you advertise on Google because of the scope it has and because you will appear as a purchase option for those people who are already showing a real interest in buying.
Social Ads campaigns, for the most part, have branding objectives, that is, they are aimed at people who do not yet know the brand and seek to create recognition. In these cases the conversion process is usually slower.
In contrast, in Google Ads campaigns, especially in Search, the person is more predisposed to buy from the moment they proactively search for products or services.
Therefore, if you do not advertise on Google, you are missing out on a great opportunity to increase your sales.
If you started your business with a sales channel exclusively on social networks, in that first stage, we advise you to advertise on social networks.
But, once you have your online store ready and all the processes involved in the daily operation of an e-commerce have been oiled, it is advisable that you start adding advertising investment in Google.
This will give you the possibility of attracting more potential clients, so it is necessary that at an organizational level you are prepared to respond to demand.
The choice of the type of campaign to invest in is linked to the stage in which your business is. And, of course, you also have to read the context: there are Google campaigns that should be activated according to their seasonality, because there are times of the year when people do specific searches.
As we will see later, you can have seasonal campaigns only at certain times of the year, and in this way, combine Google Adwords campaigns with campaigns on Facebook and Instagram: they are not mutually exclusive. Below we share some seasonal campaign ideas.
On the other hand, you have to know that paid advertising is not the only way to appear in the first Google search results: there are free tools like Google My Business that allow you to position yourself in a privileged place, don’t forget to configure it! There your business will gain visibility throughout the year.
Learn how to set up your Google My Business:
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Finally, we share 4 marketing tools for you to take.
Keep reading and learn the keys to building successful Google Adwords campaigns for your e-commerce.
How to advertise on Google: create an ad in Google Ads step by step
If you want to add Google Ads to your e-commerce strategy but you don’t know how to do it, here we explain in detail everything you need to know.
1. Select the keywords
When choosing the keywords that interest you, pay attention to these aspects: search volume, intention, competition and price per click.
If you are just starting out, you can only use those that show a clear purchase intention. And if you still don’t know how to use the keyword planner, here we show you how:
- Once your Google Ads account is created, go to “Tools and Settings”, look for the planner and click on “Keyword Planner”.
- Write the search you have in mind, choose your country and click on get results. Eliminate those words that have a low search volume.
- You can choose from three matches for keywords: Exact, Phrase, and Broad. These determine how broad the spectrum of searches will be in which your ads will appear.
- Choose the most relevant words, set a daily budget, order your keywords by cost and see how to distribute the investment of your campaign.
2. Decide how much to invest
When you define the searches for which you want to appear, you can make projections of clicks and conversions.
If you want to know what results you can get in terms of conversions, you have to select “add conversion metrics” and add this metric. Then you will be able to modify your daily budget and see how the results vary.
By clicking on the top right, you will also be able to see a graph showing how clicks increase with different investment levels.
3. Establish the structure of the campaign
Within each campaign it is necessary to configure the structure, from Google Ads you can modify: type of campaign, location, purchase intention, type of product or service, language, bid strategy, daily budget, device, among others.
You can also create ad groups, to configure the internal structure of the campaigns according to themes.
4. Set up the campaign
It’s not long before you can create your first campaign, you just have to follow these steps:
- Go to Google Ads and click on “New Campaign”.
- I wrote the name of your campaign.
- I defined the daily budget and the location.
- I chose a network.
- Write the name of your ad groups and add the keywords.
- Set your maximum bid.
- Create the text of your first ad.
- I included your payment information and voila!
5 . Link with Google Analytics
To link your account with Google Ads, do…
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