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Google Ads Tip : Use Google's Targeting With Data On Searches

Google gives us some valuable targeting options based on what users have searched for

Rather than just targeting everyone, your campaigns have a much better chance of being profitable if you can pinpoint the criteria that makes up an ideal customer and target them first. Your campaigns should be set up like a waterfall – first target the best people, then if we run out of opportunities and we still have budget left target these next best people, etc etc. Obviously if you are running Search ads a targeting criteria will be keyword and if you are running Shopping ads a targeting criteria will be inventory. Cold audience display targeting requires laser focus in order to give you a return on your investment.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Success Leads To More Competition

The more successful your business becomes the more competitive your brand terms will become

If your brand becomes synonymous with the generic term for your product or service then ironically your brand name turns into generic keywords for all your competitors. For example, if you search for “texta”, the pens that pop up in Shopping campaigns will probably not be the texta brand. Texta have to fight for presence in their own market. The best way to resolve this issue is to invest in Merchant Centre SEO through a dedicated ecommerce PPC agency. You will want your own brand terms to show up in various fields in your Merchant Centre in order to give your own brand a boost above the noise, especially if you sell both retail and wholesale at the same time.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Stay On Top Of Others Bidding On Your Name Or Brand

If someone is searching for you directly

I have a client who sells in a highly competitive product category and their product is a market leader. As a result their competitors target their own Google advertising at my client’s brand name to pick up people who are in market for the category. It gets really expensive to just advertise your own brand name, and its short-sighted compared to advertising to cold audiences. So what to do?
The trick here if you don’t want to spend ALL your budget just defending your turf, is to work out which types of people are most likely to buy and split your campaigns. If it is Women 35-44 in the top 50% income bracket, for example, then by all means seek to be #1 for this group. Let your competitors fight over the crumbs in other audiences.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Is Bidding On Your Brand A Bad Idea?

Some people think a brand name campaign is a waste of money

This is even more important for Shopping ads and businesses with generic keywords in their name, because your competitors will be all over your search terms. Test this for yourself – type in your business name into Google and see if there are any text ads. Then look in Shopping and see if other businesses have Shopping ads there. If other businesses are showing up for your business name, you will want to consider at least a small advertising budget on your brand terms so that your just-about-to-buy customer doesn’t buy from someone else!

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Don't Target "Everyone" Audience

Going for an “everyone” audience in Google Ads campaigns leads to a terrible Return on Ad Spend

We calculate the Return On Ad Spend for the “best” audiences vs Everyone Else, and with the exception of some businesses that sell very generic products or services, the targeted audiences always do better. The thing is, there is usually a higher number of people in the low quality audience group. These are the people that will waste your ad spend clicking around and browsing, but not actually buying anything. Now that more and more shopping is done online there are more of these people out there, so advertiser beware!

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Compelling Google Ads Better Than Search

Paid Google ads are usually more compelling than organic search

Yes, organic search is great because it is free. BUT, if you have any competitors at all you’ll find that Paid Google ads will typically get the greater click share and dominance in the Google SERP (Search Engine Results Page). Ads come before the free listings, you can modify your copy based on what the user typed in, you can expand on your offerings with relevant extensions, and you can test several variations of ad copy to see which one pulls the best. With organic search you pretty much have to put up with whatever Google constructs from your webpage, and so unless you pay for an ongoing SEO service and monitor every page, you could get some pretty weird results.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

For ecommerce stores, displaying simple product images and your brand logo can be a very effective Display Remarketing campaign

A lot of brands feel they need to reinvent themselves and go for flashy “creative” ads. That may be true on social media platforms like Facebook and Instagram, but to be honest Google Ads is a much more pragmatic channel. The images on the Google Display Network will be quite small, and customers can miss small details easily. The type of remarketing ads that perform the best are typically product images, and so you’ll see even quite large brands can run some quite simple Google Ads remarketing campaigns. For best results, try not to go for a plain white background, as the remarketing ad will not stand out as well on a text-based website. Also, it can be better to have fewer, more relevant product images, rather than cramming too many images into a small space.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Be mindful when showing Display ads to a small or long-term list of people

Google Ads has a campaign setting called Frequency management and the default is “Let Google Ads optimize how often your ads show (recommended)”. This setting is OK for a short-term campaign, but over the long-term or with a small list it can be really annoying. Because Google Ads wants to maximise their profit from displaying your ads, they will try to show your ad as often as possible within your budget. Even showing the exact same ad multiple times on the same page. This can start to really bother people. It’s possible to have too much of a good thing, right? Instead, limit your long-term ads to no more than 15-25 impressions over a month so that you’re present, but not in their face. To be honest, I still prefer less than that for long-term campaigns because people can get ad fatigue. Over the long-term it may be better to mix up a greater range of creatives and content marketing pieces into the promotions so that your ads don’t feel like promotional harassment.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

The best customers are repeat customers

Pretty much anything you can think of sending to a customer as an email, you can also send it as a Display Remarketing campaign. It’s a great way to turn a once-off customer into a long-term fan. You’ll see a lot more free (organic) traffic purchasing from you once they have been seeing your ads as well because a lot of people prefer to type your name into the browser instead of clicking on an ad.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Display Remarketing gives you the ability to show the same or similar products to users who have viewed products on your website

If you’ve ever bought anything from Amazon you’d know they send you some pretty nifty post-sale emails encouraging you to buy other things they think you will like. With as much data as they have, they’re usually pretty accurate about what we do and don’t want! The good news is that you don’t need to be Amazon to do the same. You too can accomplish this using Google Ads dynamic product remarketing.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Want to get 8-10X ROAS from Google Ads?