Google AdWords has become an irreplaceable tool for online shops. It allows to reach customers on all stages of sales funnel. SEO in combination with Paid search allows to reach the customers at the moment when they are searching . Google AdWords helps to drive both online and offline sales, that’s why marketers love AdWords and almost every online retailer runs campaigns on AdWords.
Google AdWords is a powerful marketing tool. It has many features to achieve different objectives for any company. I will be discussing top 5 features that every online retailer should be using in order to maximise ROI:
1. Product Listing Ads. Shopping campaigns allows to promote online inventory. At the same time PLA provide better qualified leads, this ad format shows more than text, it includes a product picture, name, description and price. PLA don’t need keywords, which reduces campaign running efforts. Advertisers keep their product feed in the Merchant Centre, where they need to provide basic product description, which AdWords uses to target users.
PLA have recently been introduced to the Irish market. Not many companies have adopted Shopping campaigns yet, it is a great opportunity to sell more and better online and offline.
Moreover, Merchant Centre can be linked to e-commerce platforms so that product feed will be updated automatically. The main objective of this campaign is to sell the product. Online retailers usually achieve incredible results with PLA campaigns.
2. Dynamic Remarketing. It does not happen very often that a user completes transaction at the first visit. Remarketing allows to reach users who visited advertiser’s website in Display Network. Whereas, dynamic remarketing customises ads with the most relevant products or services for a particular user. The main objective is to bring visitors to complete action they started before. Users spend only 5% of their time searching, and 95% browsing across the web.
It is very simple how remarketing works. It is done by placing cookies on advertiser’s website. Google AdWords uses product ID that are in user’s cookies to pull the product data for this user. Moreover, advertisers can segment remarketing list, in order to adjust the message and frequency. The best practice is to bid aggressively on shopping chart abandoners. Dynamic remarketing will be a key factor for online retailers, and if you don’t get in the game, you will fall behind.
3. A/B Testing. Advertisers need to make sure they provide excellent user experience, in order to help visitors accomplish a specific goal, like purchase a product or sign up for special offers. It can be difficult to predict what ad, landing page layout, content will work out best. Before changing website, advertisers need to test all available landing pages to find the one which will be delivering the highest conversion rate. To do so, there is a tool in Google AdWords “A/B Testing”, which allows to compare user behaviour on different landing pages.
In order to conduct A/B testing, advertisers can use Google Analytics Experiment feature which allows to compare different pages by sending visitors to different versions of page. Moreover, it allows to specify how much traffic need to be involved in an experiment.
4. Ad Customisers. In order to create a sense of urgency and shortage among users, advertisers can use ad customiser AdWords feature, which allows dynamically update ad. Basically, customiser use parameters to adjust text ad.
Top 3 application of ad customizers:
- Countdown function. Most users are afraid to miss a deal; therefore, sense of urgency increases the likelihood of transaction to take place.
- Customized parameters. Allows to adjust an ad with the brand, price, discount based on the query.
- Bulk uploads of multi products. E-commerce website with large inventory will benefit from this feature, because it allows to apply to particular product the discount.
5. Measure ROI. The best way to track effectiveness campaigns is to measure their return of investment. Just to remind how to calculate ROI:
ROI = (Revenue – Cost of goods sold)/Cost of goods sold
To start measuring ROI, you need to implement conversions tracking first. In order to track specific conversion value, like purchase value to track more accurate ROI, you need to create a conversion with value that may vary. Every time conversion occurs, AdWords picks the total value of transaction.