Practical Tips: How to get traffic with Google text ads?

Pay-per-click text advertising is a fundamental part of promoting an e-commerce business. These seemingly simple ads can rank higher than your product listing on Google search results pages and can recommend your products to potential customers.

One of the keys to success with Google Ads Search is how you structure your account. It’s important to know what type of campaigns your business should run. This determines how you will manage each action within your campaign and takes into account the keywords you choose for each ad group.

Here are some ways to structure your Google Ads campaigns. In this article, you’ll find a brief description of Google Ads, ad groups, and some ways to structure your campaigns for eCommerce businesses.

Campaigns

You can create a Google Ads campaign by choosing the level of structure for the ad type you want, such as copy ads, image ads, video ads, or phone ads. Next, let’s focus on copywriting ads.

The campaign level will also impact your budget, which lets Google Ads know how much you want to invest in promoting your eCommerce business and the products you sell.

Ad Group

The next level of structure within your campaign is the ad group. You can create themes within your campaigns and control the relationship between specific keywords and ad copy.

Initially, you may want to consider developing several ad groups per campaign. Each ad group can have 1-20 keywords, and each ad group should have 2-4 ads.

Product Categories

The campaigns with this advertising structure will be consistent with the products of the e-commerce website.

For example, imagine that you are managing a large online electronics store. Your online store has many product categories, such as TVs, home theaters, computers, tablets, cameras, and video games.

You can create campaigns for each product category. In the case of video game advertising, you could create four ad groups, each corresponding to a specific keyword.

The product category structure contains campaigns for each category, and then uses ad groups to organize the types of keyword phrases you want to target.

● Product keyword ad groups target specific product names. For example, Super Smash Bros. Ultimate, a series of games for Nintendo Switch.

●Brand keyword ad groups target brand names, so they might include keyword phrases like “Nintendo Switch games.”

●A category keyword ad group focuses on how people search for video games and might include keyword phrases like “Nintendo Switch Reviews.”

● Generic keyword ad groups target broad keyword phrases such as “video game consoles.”

Target and Match

Brad Batesole, an e-marketer and LinkedIn Learning instructor, recommends building Google Ads campaigns around objectives and match types: Exact match shows ads only when a user’s query exactly or closely matches the keyword phrase in question; broad match includes misspellings, synonyms, relevant variations, and related searches.

Let’s think about how e-commerce works. Imagine you manage PPC campaigns for an online store that sells solid cologne. Your advertising goal is to appear in front of customers' eyes along with your major competitors, such as Duke Cannon or Fulton & Roark.

Following the ad structure proposed by Batesole, you will create at least two campaigns, one exact match and one broad match. Within each campaign, have an ad group for each competitor you want to target. Ad groups in different campaigns targeting the same competitors will include the same keyword phrases. The only difference is the match type.

Customer Role

Your eCommerce business can also create Google ads around customer personas or the ways that customers search for products.

For example, imagine you own an online store that sells motorcycles, and your only customer is Phil, who is well versed in online shopping and reads product reviews and compares products from different brands before placing an order.

You might choose your advertising approach around customer personas and the ways in which customers search for your products.

You can create an ad for the analyst role. In this ad, you could create an ad group for each person searching for electric bikes. For example, in the case of Phil, the “Analyst,” you could build an ad for reviews, comparisons, target specifications, or even specific features.

The keywords in each ad group will seek to match the way Phil searches. Create a specific ad for each advertising persona of your business.

Set up Google Ads

Now you know three ways to build text-based Google Ads searches for eCommerce. None of these methods are perfect, as there is no one perfect way to create a Google Ads campaign. Still, structure is important, as is measuring results and focusing on what works.

Author: Wang Bihui of Hugo.com

Source: Hugo.com Wang Bihui