Not all e-shops advertise via Google Search as efficiently as they could. In this article, you will learn how to solve this problem and what improvements you may expect and how to lead users from Google text Ad to conversions.
Google introduced a very efficient way to advertise in their search engine – whether for small or large businesses. It is PPC advertising (Pay Per Click = an advertiser pays for each customer click) that appears in various locations of search results based on the searched expression.
Therefore, for the e-shop is attractive the user who is looking for products offered in the e-shop – who compares prices and has an interest to buy a product. According to several surveys, PPC advertising on Google is one of the best sources of traffic for the e-shop and, therefore, a source of conversion. A large number of e-shops is aware of that as well. This increases competition, there are more advertisers on one product and the cost per click rises. In that case, it is necessary to start focusing on the quality of advertising, so that the money invested deliver expected earnings.
Why is my PPC advertising on Google inefficient?
This is a very common question of e-shop owners. There can be many causes of that and the e-shop may not be able to deal with them on its part. Let’s take a look at what to pay attention to and not forget when advertising in Google AdWords. We assume that the e-shop advertises and runs product ads.
Example of an unsuitable ad text – we are looking for “Merrell Annex Trak shoes” – the ad group name or the price of the product and many other reasons why a customer should buy this product are missing. In the ad, only general benefits are stated (10% discount on any first order, free delivery for order over £60) and sitelinks are directed to the products of competing brands (Nike, Adidas). After the click-through the user is directed to all Merrell products on the e-shop. The user was looking for Merrell Annex Trak shoes – that are at least 3 products:
Let’s have a look at some reasons:
1. Ad texts are not relevant – it is not enough to introduce the e-shop name and the general benefits of the purchase, without specific description of the product. In that way, you are promoting the benefits of buying in the e-shop, but not the specific features and benefits of the product.
2. Inaccurate landing page – this is a pretty common problem. The user is redirected from PPC ads in Google to the irrelevant landing page. In the case when the user is looking for a specific product, it is inefficient to lead him/her to the home page of the e-shop or show all the products in the category. The user was looking for the product – he/she wants to get to a product page in the e-shop.
3. Little-known e-shop/brand – this applies to almost all e-shops. The power of the brand influences the user’s choice of the link he/she clicks on in search results. If you have a weak brand, you’ll receive a lot of ad impressions, but little click-throughs. It will also become evident when the user comes to the e-shop. In the case of strong brand, more users buy products from the same traffic.
4. Manual creation of campaigns and manual update – whether you’re doing PPC campaigns for Google Search for specific products or categories, in most cases, it pays off to automate these processes. Especially if you have dozens of categories and hundreds of thousands of products in the e-shop. If the PPC campaigns are managed by the PPC specialist, manual campaign creation and updates may take tens of hours per month.
5. Ads appear on too low positions – in some cases, it’s a good strategy, because at lower positions the prices for click-through are lower. However, in general, ads on higher positions get more click-throughs and with rising traffic the conversion is higher. It is rather recommended to place ads on higher positions and dedicate more time to campaign optimization and bidding.
6. Prices in ads/e-shop are too high– by this, we mean the prices of products, which are sometimes stated in product campaigns. If an e-shop offers higher prices (for example, by more than 30% the price of the cheapest competitor – also price comparison engines), I would recommend not to state the price in product advertising. Or, alternatively, venture into advertising only affordable and competitive products. For example, certified or authorized dealer with excellent services may be able to account for higher prices.
7. The products are of little interest in the market – this is one of the cases, when advertising on products just does not work. It happens in cases, when an e-shop sells and advertises products, which are sought less often and even if it comes some traffic in the e-shop, the conversion may be weaker, because the user is unaware of the products concerned.
Similar, a little better example – following advertisement could be improved, for example, by adding the product price, appropriate sitelinks, or the amount of the discount.
What are the opportunities for improving the efficiency of PPC ads?
For more effective PPC ads, especially product ads (currently a big trend for e-shops) you should consider the following points:
1. Targeted PPC campaign – it’s about targeting where you want the customer to be directed after a click-through in Google Search. And thus we can direct the customer to the exact product sub-page or all relevant products. The search term must be related as closely as possible to the resulting landing page.
Campaigns can also be targeted to:
a) Product campaigns – the user gets to the exact URL link of the product in the e-shop. Product ads are the most accurately targeted, the user gets exactly the product he/she was looking for in Google Search. For as high ad text relevance as possible, it is recommended to input general product name, price, manufacturer, etc. dynamically.
b) Product-group campaigns – used, for instance, via BlueWinston. The principle is that if a user searches for a term that applies to more products, he/she automatically gets to the search results in the e-shop and chooses a particular variant, model, color, …
2. Campaigns for categories or manufacturer categories – the user gets to the exact category or all the products of the selected brand in the category. There you can expect higher traffic, but a lower conversion rate compared to PPC product campaigns.
3. Multiple ad texts and their rotation – Google recommends and it was confirmed in several tests that the number and rotation of advertising texts affects the click-through rate (CTR) in Google Search. It is therefore recommended to create at least 3-4 ad texts for each ad group and update them when necessary.
4. Optimization of bidding – there is different competition for various products in Google Search and to achieve certain position, you need a different cost per click. Also some of the products are sold better and some worse. Therefore, it is necessary to monitor the setting of maximum cost per click and edit it where appropriate. Manually or automatically. For example, using automatic rules.
5. Popular and well-tuned e-shop – it is not enough to have all the performance channels tuned, but it is necessary to greatly develop the e-shop brand and customer loyalty. When customers know your e-shop, they trust you before they purchase any products (even if you offer higher prices). It is also essential to have a correctly tuned purchase process and to remind users through remarketing.
How to automate PPC product campaigns with the help of BlueWinston?
In several of the above points, we can assist you via our tool for creation of feed-driven product ads – BlueWinston.com. In the ads, it is possible to use multiple tags from the XML feed, such as product name, URL, price, manufacturer, discounted price, original price, amount of discount in %, etc. All of these values can be dynamically inserted into ads and automatically create unique ads for every single product.
Keyword “dakota pcm”
Or here – stating the current price and the amount of discount:
The user can get through a campaign created by BlueWinston to the exact product or into search results (if that term covers more products), to all products from a specific manufacturer in that category or all products in the given category.
Campaigns and thus the ad texts, keywords and prices are updated several times a day. When the shop no longer sells certain products, the price or name of advertised products change and it is very quickly reflected in advertising in Google Search.
For bidding optimization, we use automated rules (scripts) that manage the position of each keyword – based on cost per click, bounce rate, quality score, number of click-throughs, etc. Campaigns should, of course, be managed, but these automated rules will save more than 70% of the time for optimization of the BlueWinston campaigns.
What results can be expected?
The result of automated product campaigns is very relevant traffic with higher conversion rate than general PPC campaigns achieve. Other advantages are higher CTR, lower cost per click, lower bounce rate and higher quality score. And, of course, BlueWinston campaigns update ads, prices, key words, etc. automatically. The traffic can be further optimized, for example, via remarketing.