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Display Remarketing to people who have shown interest previously can get a higher ROI than your Shopping or Search campaigns

The trick here is not to remarket to “everyone” who has ever been to your website. Some of those people didn’t show any interest and left as soon as they reached your site. Those people are poor prospects to remarket to. There are three important aspects to keep in mind when selecting people to remarket to – Recency (how recently they visited), Frequency (did they come once, or more than once?) and Engagement (did they actively engage?). I like to remarket intensely to people who engaged for more than a minute within 30 days, but then I continue to remarket to people at a less intense pace over a full 540 days (this is the longest time that Google Ads gives you) as long as they engaged for at least a minute in a single visit. The short-term remarketing campaigns are great for finalising a sale whereas the longer-term lists are good for building trust over time, and showing the undecided your new products and promotions.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Don’t worry about competing against cheap overseas brands

I know I have mentioned this before, but honestly don’t worry about how your price looks compared to overseas vendors when you sell on a price visible platform like Google Shopping. Since almost everyone has been burnt by purchasing shoddy products that did not meet their expectations, you’ll find some people actually sort by most expensive first because they want to buy local. Also, with Google Shopping you only pay when they click, and someone who is overly price sensitive probably won’t click on your ad anyway. As a result, your “expensive” product ends up getting a better Return On Ad Spend than might have been the case if your price was not listed.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Always monitor the specific search terms that lead to results above your target ROAS

Identifying the most profitable words to target can be a bit tricky. Specific words can show up as part of different phrases and then they become separated in your Search terms report. What we do is use an automated system to break every search term up into individual words and sub-phrases. Our system works out the average ROAS for each word/phrase individually over the long-term. That way we can see the difference in ROAS between (for example) “for kids” and “for 8 year olds”. Then the next step is we try to capture the greatest market share of the best phrases.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Some people prefer to buy locally, either by city, state or country

This point is especially important if you compete with lower-priced imports from overseas, or if your product can be purchased at a lower price from an Amazon vendor overseas. Both of these competitors can easily displace your sale if a person is location-agnostic, but if the person specifically wants to buy from your city, state or country then you immediately narrow your pool of competitors. If you run Search ads, make sure your location is prominently described in the copy, and if possible highlight shipping location and speed of delivery on your landing pages.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Don't Waste Ad Spend On Irrelevant Keywords

Don’t waste your Google Ads spend on irrelevant keywords

Google Ads has a concept called “Negative Keywords” which is where you can specify which keywords you don’t want to bid on. What I do is calculate the ROAS (Return On Ad Spend) on every search word over time (all automated), so we can easily work out which words led to high ROAS and which words led to low ROAS. We set the low ROAS words as negative after enough clicks.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Google Merchant Centre Warnings and Disapprovals

Warnings and disapprovals on products in Google Merchant Centre can lead to a lower ROI

Google Merchant Centre is the marketing repository of all your inventory data. If there is a field missing or incorrectly populated you will get a warning or a disapproved product show up in Google Merchant Centre. A disapproved product cannot be marketed at all, whereas a product with a warning may lead to a lower than usual ROI. It’s a good idea to check through them often. We monitor our clients’ Google Merchant Centre for warnings and disapprovals weekly.

And here’s the pinnable version…

Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Don't Search For Your Own Ads

Avoid searching for your own ads!

If you want to see how your ads are performing, use Google Ads to pull up a report. Search Impression Share % tells you the percentage of users eligible to see your ad where the ad was shown by Google. Search Top IS (%) tells you the percentage of users eligible to see your ad where the ad was shown by Google and was at the top of search results. Looking at these metrics for campaigns, demographics, keywords etc will give you a much better idea of how you are showing up in Google Ads without causing the side effects that can occur when you search your own ads.

Google Ads Tip : Tracking

Be sure to track phone calls from ads if you have a sales team who sell to incoming phone enquiries

If you sell B2B as well as B2C you may find that your average order size from phone calls and email enquiries are larger than your average order size from direct transaction. In this case, it is a good idea to assign a value for a phone call so that you can optimize for these and get a better idea of your advertising ROI. You can record an average fixed value for every tracked phonecall, or alternatively you can use a service where your salesperson inputs the transaction value at the end of the call. Google Ads phone call tracking is good for basic call tracking. Dedicated services like Delacon, Avanser and others provide more features. These are perfect when you want to track all incoming marketing channels or if you have a more complicated website.

And here’s the pinnable version…
Google Ads for Ecommerce Retail Shopping

Google Ads Tip : Google Ads Bidding Targets

Be careful in setting your Google Ads bidding targets

Essentially, Google Ads will follow the path of least resistance. So if you set a high target on one campaign and a low target on another campaign, all things being equal your budget will be spent more on the campaign with the lower target.

You can get yourself into trouble if you set higher targets on higher performing campaigns and lower targets on lower performing campaigns, because it forces your budget to flow towards the poorly performing ones instead.

And here’s the pinnable version…
are many of your google ads

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