Enterprise Google Ads Campaigns Built For E-Commerce Sales
Setting up a Google Ads account for an eCommerce company is a formidable challenge for the average marketer.
For one, there are a myriad of advertising options within Google Ads, like Shopping campaigns, search campaigns, video campaigns, app campaigns, and more.
Companies that choose to market their products on Google themselves often face a steep learning curve and monetary consequences for underperforming campaigns.
This is why CDD partnered with an eCommerce company to help them build out their Google Ads accounts and begin optimizing their campaigns, greatly improving their ROAS rating, sales, clicks, impressions, and lowering their cost per sale acquired.
Let’s give a brief background on our client’s company, their products, and the steps we took to set up and optimize their Google Ads for products.
Background on the eCommerce Company and their Products
Our client produces BBQ food prep accessories. The owner was previously only advertising on social and brought in CDD to build out their Google Ads campaigns.
We ended up building out Google Shopping campaigns, Google search campaigns, a Google Display campaign, and a YouTube campaign.
The Project Outline
Our client came to us seeking help generating Google Ads for products, looking to sell more BBQ accessories online, and getting expert help optimizing their campaigns.
Created and Optimized the Google Shopping Feed
To sell products on Google’s Shopping lists, marketers must first create their Google Merchant Center account.
The Google Merchant Center is an online platform dashboard that lets business managers add, update, and make any changes to their online product listings.
Inside the dashboard, businesses can upload production information, such as pictures, prices, and product descriptions.
Once the Google Merchant Center has been created, businesses can create shopping “Feeds” so they can begin uploading their products and product information into their account to be shown as ads.
A “Feed” is more or less whichever method you choose to upload your product information. Google allows businesses multiple ways to enter this important information, like:
- Integrating with eCommerce platforms and Product Management Tools
- Uploading a spreadsheet
- Adding products directly to Merchant Center
To further optimize the product listings, we focused on gathering high-quality images and highlighting important product details using rich keywords. We further added other important attributes such as strong brand names, size, color, age groups, genders, and other visual details to help the products get seen in more searches.
Google Search Campaigns Built For Sales
While we typically think of Google Search ads as being distinctly separate from Google Shopping campaigns, the two can function together to promote online sales.
For our client, we also built a Google Search campaign to advertise their products outside of Google’s Shopping tab. This involved creating text and photo-based ads for our client’s products on Google’s search engine results page that would redirect users to the online store page.
The first step was keyword planning, looking at our client’s competitors and the competitive landscape to find the right keywords that would generate enough relevant traffic to our client’s store website.
After our team compiled the list of appropriate keywords, they made further refinements and optimizations to the campaign by adding negative keywords and pausing underperforming ads.
Strategic Search Campaign
Tangential content is any content that’s not directly related to the product being sold but is often related to it somehow. The purpose of creating tangential content is to cast a wider net so that when somebody searches for something that’s vaguely related to the product you’re selling, they’ll see your ad or content.
An example of tangential content could be:
- An automotive company blogging about famous road trips or highway tours
- A swimsuit company blogging about the importance of using sunscreen
- A mortgage company blogging about how to repair a home
For our client, we created search ads and content that were related to them. The intention was that their content could generate a higher amount of impressions and be seen by more people, even if they weren’t necessarily searching for the exact product.
How to Build a Campaign that Has Purchase Intent
They say search intent is the “why” behind people’s Google searches.
Is your audience trying to research a product, or are they ready to buy it right away? Matching your keywords to the searcher’s intent is the greatest way to improve your ROI from Google Ads campaigns.
There are many kinds of search intent, with the following three being the most common:
Navigational – Instead of typing in the URL of the website they want to visit, many people will just type in the website into Google. For example, Googling “Gmail” instead of going to gmail.com
Transactional – These are people looking for specific products to purchase, and this is where we put most of our attention. For example, “small bicycles for sale.
We further optimized our campaign’s keywords by adding close variants with our existing keywords to reach more people using the same keywords.
Built Display and YouTube Campaigns
Products tend to sell well when shown visually, either in a picture-based Display ad or in a YouTube video ad.
To help drive brand awareness and revenue, we created attractive and eye-catching visual ads that were shown on the Google Display Network. The Google Display Network is a series of over 2 million websites that sync with Google Ads to display ads in banners on the sidebar of websites.
In addition, we created YouTube campaigns that would show our client’s video ads before or during related videos to both create awareness and drive demand for our client’s products.
Analyzing the Results (Month over Month)
Our client saw a massive improvement to their overall marketing goals.
Overall, our client’s Google campaign was a great success:
- We were able to significantly improve the clicks for our client’s ads, almost doubling from 4,742 to 7,016.
- Impressions and CTR both improved.
- Sales went from 231 to 614.
- Cost per conversion also drastically dropped
- Total Revenue and ROAS both significantly improved.