Do you want to create profitable google shopping ads and scale them to a high level?
If you are trying to increase your turnover for your ecommerce business you’re in the right place.
In this blog I’ll be explaining exactly how to scale your business with Google Ads and beyond that with other ad platforms.
Hi, I’m Lars from Bright Marketing Agency. Over the past year, me and my team have done millions in sales for several of our own ecommerce stores all over Europe, and we’re growing in sales month-over-month.
I’ve been into e-commerce for quite some time, and I can say with a lot of confidence that Google Shopping is the easiest way to start getting sales with your business.
Why is Google Shopping the absolute perfect way to start advertising online
Google Shopping is the traffic source with the lowest barrier of entry for getting very highly targeted traffic to your website, because of the fact that people qualify themselves by searching for your product. This is very useful for making direct conversions, but also for capturing that data for later and leveraging it on other platforms.
What to do before you start running Google Shopping ads
There are a few things that are crucial before you turn on your shopping ads. If you don’t do these things, you’re throwing money away. It all has to do with tracking. Make sure to set up your Google Ads tracking. But also your Google Analytics tracking, your Facebook pixel, your Pinterest pixel, your Snapchat pixel and any other platform where your customers might go. This will be the way you’re going to win over your competitors. I’ll come back to this later.
How to start off your Google Shopping ads as profitable as possible
I’m not going to tell you that it’s possible to run profitable Google Ads from the first moment. That’s not realistic. But there are four things you can do to make them perform as well as possible from the beginning and making them profitable relatively quickly.
The first thing is to start advertising only your bestsellers. Pick the 10 to 30 best selling items in your assortment and enable only those. Put them all into the same ad group so you can enable the other products later as well.
Secondly, start with the manual cpc bidding strategy and give it a low cpc bid. This way, even if the conversion rate is low you can still get good CPA’s.
Thirdly, optimize your shopping feed before you go live. Make sure to include relevant keywords in the titles and descriptions. Show your best image in the shopping ad. And this might be the best tip of all, make it stand out from your competitors. Search for the keywords you want to appear on and see what other stores are doing. If you don’t live in the country, use a website called isearchfrom.com and check your competitor shopping ads in the specific location. You could even go as far as basing your choice of products that you advertise on that. Let’s say you sell smartwatches and your competitors are all advertising dark colored watches, then pick the ones which are bright colored like white, black and orange.
How to optimize your ads and make them actually profitable
When the ads start running it’s absolutely critical to keep adding negative keywords, by checking your search terms. We almost always add exact match keywords, this way we don’t accidentally exclude a whole bunch of keywords in the process. Other optimizations are: device bidding, bid more on desktop if desktop is delivering a better roas than mobile and tablet. Include or exclude search partners and display networks depending on if they perform well. Bid higher on products with a high roas and make it show up more often on Google. Exclude products which are not performing well after a decent amount of clicks (100). Look into days and times that your ads perform not well and try out excluding them, only do it after statistical significant amounts of clicks.
Another big thing to make more profits from these ads is remarketing. And I’m not just talking about Google Ads. You remarket these people on Google display, Facebook, Instagram, Pinterest, Snapchat and any other platform they’re hanging out at. I’m telling you you’re literally leaving money on the table if you’re not setting up remarketing campaigns. I guarantee you’ll make more profit with the same campaigns by adding remarketing.
How to scale your Google Shopping ads
The big upside of Google Shopping ads is that it’s easy to start, you can get people interested in your products to your website very easily. The big downside of Google Shopping and Google Ads as a whole is its scaling abilities. If your product gets searched for 200,000/month, then that’s the max you can scale it to. To scale the shopping ads to the max you can create different campaigns with different priorities. Set the highest priority and the highest bid to brand queries and other well converting/highly specific terms. The second you put on a lower bid and medium priority and make it appear for more general terms that have to do with your product. The third campaign you enable with the lowest bid and low priority and show up for competitor terms or other less well converting terms. You can manage all these keywords by adding them as a negative to the other two campaigns. So for example, brand queries you put on the negative keyword list at the medium and low priority campaigns. The competitor terms you put as a negative keyword on the medium and high priority campaigns.
How to scale your business as a whole and beat your competitors
Like I said, the big downside of Google Shopping is the ability to scale. Here is the key to scaling it to unimaginable heights. Firstly, you put on search ads on Google and Bing for all well-converting keywords for the shopping ads. Because you already installed all the tracking codes of other ad platforms you can now leverage this highly targeted data on these platforms.
Firstly, you create Lookalike audiences on Facebook, you make a few great video ads, and run it against this audience. These are the single best converting audiences for us. I’m going over it very briefly here, but I could spend hours on this subject. If you get good at advertising cold targeting on Facebook you can start to print money. It’s not going to be easy because of this. You’ll have to test out many different ad creatives for this with many different products to find your winner. But in order to achieve the best targeting for these campaigns, always use LLA audiences. Start with the 0-1% one, once this works move on to the others (1-2, 2-3% etc).
Then test search ads on Pinterest if your customer is on there with the same search terms as on Google and Bing. Also try out Pinterest actalike audiences. For us it’s harder to make these work than Facebook ads, but once you know how to utilize this tool, you have another goldmine in your hands.