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Google Ads Tip : Bidding On Brand Name

Are many of your Google Ads search terms people searching for you by name?

To Implement a cap on brand name searches, you’ll want to create a negative keyword list containing your own brand name. Add a few terms with and without spaces so that you are confident you have captured them all. Then for any particular criteria, you can have one campaign with your own brand name excluded (apply the negative list) and another campaign where the CPC has been set much lower. This second campaign will allow people to see your ads when they type your brand name. i.e. the brand name negative list won’t be applied.

Doing this, you can get your brand name clicks down to only a few cents per click.

This works great because you can control the copy and extensions, unlike your Organic Search listing.

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

We’re so accustomed to shopping online

Google Ads for Ecommerce Retail Shopping

We’re in the era of ecommerce. Mobile phones to the rescue! Ecommerce owners, I’m sure you know this already, but please make sure your website is mobile friendly! And cart saving emails really do make a big difference for the occasional instance when your customer can’t complete their transaction.

Google Ads Tip : Average Order Size

Average order size is extremely important for ecommerce advertising

When you sell items below your shipping discount threshold, keep in mind your conversion rate will decrease if your customers can’t find enough items they want to add to their cart. Creating pre-planned bundles priced just above the shipping discount rate, or bulk buy rates for purchasing multiple of the same item can encourage customers to order enough volume.

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

Google Ads Tip : 3 Main Audiences

Right now you have people who have never heard of you, people who know you but are not in market and people who are wanting to buy today

If you target people who are about to buy you will put more money in your pockets now, but some of those people would have gone to you organically so you will “waste” some of your PPC budget. On the other hand, targeting people who aren’t ready to buy yet is a long game and requires many additional touch points before you acquire a new customer. Brand new customers is good, but you still need money now. A balance always needs to be found, but that balance will depend on your budget, financial stability, and how many touch points you can afford when selling your products. (If your products have slim margins just go for people ready to buy now!)

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

Google Ads Tip : Careful With Smart Shopping Campaigns

Be very careful with Smart Shopping campaigns

Google Smart (fully automated) campaigns do work, but they come at a huge loss over time. While everyone else is optimizing inventory in line with the best performing search terms, you are not because you don’t know what those terms are. Google Ads hides them with smart campaigns. 6-12 months down the line you are likely to find yourself in a difficult position with low profitability because you were unable to optimize your inventory in line with your profitable incoming search terms. If your competitors have the terms and you don’t then they will use that to their advantage and capture more market share.

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

Google Ads Tip : Use Google Ads As A Sales Capture Channel

Google Ads is typically used as a sales capture channel rather than a demand generation channel

Don’t make the mistake of thinking that Google Search and Shopping Ads should be your only marketing channel. Google Ads is perfect for capturing a sale from an audience who know what to search for. If they don’t know that your product exists then they will type in vague terms and these will be expensive to bid for. Get them searching for your products with more specific terms by using social media or Display to demo the products and generate interest. Search channels are keyword focused and so you’ll capture more people typing the correct terms.

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

Google Ads Tip : Quickly Setting Budgets

Quick Tip for setting Google Ads campaign budgets

I like to segment campaigns into lots of smaller campaigns so that I can see which strategy gets the highest performance. To prevent your budget running out by lunchtime it is better to focus on just highest quality prospects but then set the budgets a bit higher than they will spend at this quality level so that you are not constrained by budget on any particular day.

And here’s the pinnable version…
Quick Tip for setting Google Ads campaign budgets

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