Google Ads is one of the most powerful tools for e-commerce businesses looking to increase visibility, attract potential customers, and drive sales. Whether you’re a small online store or a large e-commerce brand, understanding how to set up and optimize your Google Ads campaigns is essential.
This guide will break down Google Ads into simple, actionable steps, even if you’re completely new to digital advertising.
Step 1: Understanding How Google Ads Works
Google Ads is a pay-per-click (PPC) advertising platform that allows businesses to display ads in Google search results, YouTube, and other Google properties. You bid on keywords, and when users search for those terms, your ads appear at the top of search results or across Google’s Display Network.
Types of Google Ads for E-commerce:
- Search Ads – Appear at the top of Google search results.
- Shopping Ads – Show product images, prices, and store names.
- Display Ads – Banner ads appearing on websites across the Google Display Network.
- Video Ads – Ads shown on YouTube before or during videos.
- Performance Max – AI-driven campaigns that use multiple ad types for better reach.
Step 2: Setting Up a Google Ads Account
- Go to Google Ads and sign in with your Google account.
- Click on “Start Now” and choose your advertising goals.
- Select “Expert Mode” (this gives you more control over your campaigns).
- Set up your billing details and business information.
Step 3: Keyword Research for E-commerce Ads
Keyword research helps you find the best search terms to target. Use tools like:
- Google Keyword Planner (free inside Google Ads)
- SEMrush or Ahrefs (paid tools for advanced research)
- Ubersuggest (a beginner-friendly free tool)
Pro Tip: Focus on buyer-intent keywords like “buy [product] online” instead of just “best [product].”
Step 4: Creating Your First Google Ads Campaign
- Choose a Campaign Type: Start with Shopping Ads which is best for e-commerce, or you can try Search Ads.
- Set Your Budget: Begin with £10–£50 per day, then adjust based on performance.
- Select Your Target Audience: Refine targeting based on location, age, and interests.
- Write Compelling Ad Copy: Use clear, persuasive language with strong calls to action. e.g., “Shop Now & Save 20%”
- Add Extensions: Include sitelinks, callouts, and structured snippets to provide additional information.
Step 5: Optimizing for Maximum ROI
Once your ads are running, monitor performance regularly:
- Track Conversions: Set up conversion tracking in Google Ads and Google Analytics.
- Adjust Bidding Strategies: Use manual CPC or enhanced CPC for better control.
- A/B Test Ads: Experiment with different headlines, images, and descriptions.
- Retarget Visitors: Use Google Remarketing to show ads to people who visited your site but didn’t buy.
Step 6: Measuring Success & Scaling Up
Key metrics to track:
- Click-Through Rate (CTR) – A higher CTR indicates more engaging ads.
- Conversion Rate – The percentage of visitors who complete a purchase.
- Cost Per Acquisition (CPA) – The amount spent to acquire each customer.
- Return on Ad Spend (ROAS) – Revenue generated for every £1 spent.
Once you have profitable campaigns, increase your budget and test new strategies like Performance Max campaigns and Smart Bidding.
Conclusion
Running Google Ads for e-commerce can be complex, especially if you’re new to paid advertising. From selecting the right campaign type to optimising bids and improving ad performance, it takes expertise to achieve the best results. Google Ads is one of the most effective marketing channels for e-commerce because it allows businesses to target high-intent shoppers, showcase products with Google Shopping Ads, and use data-driven strategies to increase sales.
Want to maximize your Google Ads results and boost your online sales? Contact Be Seen today for a tailored strategy and expert guidance that takes your e-commerce store to the next level!
