Those who already use AdWords don’t need to be convinced of the many advantages of this marketing lever, which has made Google so rich. For the others, I recommend our tutorial to create your first Adwords campaign. Of course, simply creating Adwords campaigns is not enough to boost your turnover and achieve a satisfactory ROI. It is advisable to iterate regularly on the configuration of these campaigns, by analyzing its results, the performance of these ad groups, etc. This optimization of your ad campaigns is time-consuming, and sometimes it seems as if you are reaching a ceiling from which performance no longer improves. To help you in this task, there are professionals like Instaon.io than can help you for your first Adwords campaign for your ecommerce.
#1 Create ad groups with a single keyword
Experience shows that ad groups targeting only one keyword are more effective than those based on several keywords. A case study conducted by Clicteq showed that creating groups with a single keyword reduced the cost per conversion by 37.5% and increased the AdWords score from 5.56 to 7.95 out of 10.
This first advice will surely surprise many people. Most AdWords campaign managers are used to creating ad groups with more than 10 keywords, sometimes up to 20 keywords. The problem with selecting too many keywords is that it becomes very difficult, if not impossible, to write relevant ads for all the keywords in the ad group. Selecting only one keyword per ad group allows you to write ads that are perfectly suited to the keyword in question.
Your ads become more relevant, which increases the click rate, and therefore the AdWords score. You generate more conversions for a lower cost per conversion. To set up your ad groups with a single keyword, you must create an ad group for each of the keywords you have targeted, using the different types of matches:
You will then be able to create very specific ads, each centered on a unique keyword. For the design of your ads, we suggest that you follow a model of the type :
- Title 1: Your keyword
- Title 2: Features and benefits.
- Description: features and benefits + CTA.
- Path: your keyword.
#2 Segment campaigns by product category
Google gives you the possibility to segment your product catalog in different ways. But, unless you have thousands of products in your catalog, it is better to segment campaigns by product categories. You can then segment your different products more finely, by dedicating a group of ads to similar products. For example, you create a “TV” campaign and then a group of ads by screen size. The idea is to bring together products with comparable bidding levels and prices in ad groups.
When PPC hero marketing agency teams tested by segmenting campaigns by product category, they observed a 230% increase in the conversion rate and an 85% decrease in the cost per sales.
The product pages form the heart of an e-commerce site, so to create optimized product sheets or improve existing ones, we invite you to discover our complete guide on how to design and write product sheets.
#3 Integrate social signals into your ads to increase the conversion rate
Social proofs are not only effective on your landing pages. You can also integrate them into your ads. There are two main ways to integrate social signals into your ads: display the product rating as stars, or integrate a review extract from a recognized actor. Social signals can on average increase the conversion rate by 10-15%.
The star rating system is automatically displayed once you have collected 150 reviews from a Google-recognized platform and a minimum rating of 3.5 out of 5.
#4 Display a time counter to create a state of emergency
Time-limited offers create a sense of urgency. There’s nothing like indicating that the offer expires in 2 days to convince an undecided customer! To increase the conversion rate of your ads, and therefore improve your AdWords campaigns, we advise you – when appropriate – to indicate in the ad title the time remaining.
Studies have shown that this technique almost doubles the click rate and reduces the cost per conversion. The same studies indicate that the conversion rate increases dramatically as the deadline approaches.
#5 Automate split testing to do it on a large scale
One of the big problems faced by AdWords users is that it is very difficult to keep track of all the ad tests performed when the account you manage includes thousands or even tens of thousands of ads.
The key to successful split testing is to test on sufficiently significant samples to ensure that the right choices are made. When you only have a few ads to manage, you can use a calculator such as SplitTester. This will allow you to know if the results of your split test are significant or not, or if you have to wait before choosing a “winner”.
When you manage thousands of Adwords ads, things get a little tricky… You have no choice but to use specific tools that will allow you to manage all your split tests and automate decision-making according to parameters defined by you. Several tools can help you in this task. These include Adalysis and Optmyzr.
#6 Create ads for each product in your stock
For best results on AdWords, we recommend that you create ads for all products in your catalog. If your catalogue contains few products, you can do it manually. If you have a large catalogue that evolves regularly, it may be more difficult and time-consuming to do it manually.In this case, we advise you to create dynamic ads, which work a little like Google Shopping ads: you don’t fill in keywords, Google decides to display this or that product in your catalog based on requests, you don’t need to choose a landing page: Google deducts them itself.
The titles of the ads are automatically generated dynamically from a customizable template.
You keep a certain amount of control: you can create several ad categories, list the keywords you don’t want your ads to appear on, etc. To have even more control, you can create inventory keyword campaigns via Google DoubleClick. This tool allows you to create keywords and ads based on your product flow, using ad templates.
#7 Use the RLSA for your Google Shopping campaigns
The Remarketing List for Search Ads is a feature of Google AdWords that allows you to use your remarketing lists on your search campaigns. In a word, the RLSA is the tool that allows you to retarget advertising via AdWords, i.e. to target the display of ads not only according to the keywords typed by the user but also according to his visit history. Example: An Internet user types the query “leather shoes” in Google and lands on your site, but does not buy. Two days later, he types the same request again: he comes across your leather shoes ad, possibly with a promo code to convince him to buy this time. For a more detailed explanation of how the RLSA works, we recommend that you read this article.
Wordsteam recently published a case study on the subject, focusing on the effects of using the RLSA on Google Shopping campaigns. They have seen an increase in click through rates and conversion rates of more than 400% in some segments.
The 7 techniques or strategies we have just presented will allow you to boost your turnover and improve the ROI of your AdWords campaigns. Remember that most people who do AdWords do not use (all) these techniques. Using them is an effective way to outperform your competitors!