Digital advertising helps ecommerce platforms reach as many customers as possible. You have many ways to engage with prospective buyers and drive them to your site; one method that can be particularly effective for ecommerce stores is Google AdWords.
What is Google AdWords?
AdWords is an advertising system Google developed to help businesses reach online target markets through its search engine platform and partner sites. These partner sites host a text or image ad that appears on the page after a user searches for keywords and phrases related to a business and its products or services. On Google.com, AdWords ads typically appear in specific locations at the top and right-hand side of a search results page.
You can choose keywords related to your brand, products, services and industry for your AdWords account. When customers search for these phrases, your store's ad will be served to them. You only pay when a user clicks on your ad and visits your website or calls your business using "click to call."
How does AdWords benefit ecommerce businesses?
The two main ways AdWords can help your online retail business are by improving brand awareness and driving qualified traffic to your site. Other benefits of using AdWords include:
Customers associate certain keywords and phrases with your business
You can target with AdWords, meaning the ads follow a customer to other Google sites like YouTube and The New York Times - that improves conversion and reduces cost-per-click.
You have the flexibility to determine which sites host your ads
Focus on your target market by honing in on certain regions and cities
AdWords identifies who is searching for your products
AdWords reminds customers of what they previously searched for, keeping your brand top of mind
AdWords helps you optimize current campaigns and leverage results for improved overall success
Google AdWords helps customers find what they're looking for in a faster, more customized manner. Including a unique selling position in your ad can also help consumers determine why your business is better than your competition.
AdWords is an affordable, easy-to-use advertising platform that can increase traffic and sales for your ecommerce store.
How Does Google AdWords Charge?
The amount that Google AdWords charges advertisers depends on what they are advertising.
Since Google AdWords is a pay-per-click advertising program, your ads are displayed for free and you’re charged only when someone clicks on your ad on Google search results page. Also, the AdWords system is a live auction, therefore, the click prices are determined by the amount of competition, and how much they’re willing to pay for a click.
When done correctly, Google AdWords can drive high-quality traffic to the website at costs that are much more competitive as compared to other forms of advertising.
However, when you don’t know how to expertly manage the process, costs can rack up fast while you potentially drive low-quality traffic. The key to running a successful AdWords campaign is to understand the factors that play into how much each click costs you.
Keyword competition
Maximum bid and bid position
Your average monthly budgets
Click-through rates
The quality score of your keywords
If you’re targeting high-volume keywords with lots of monthly searches, you could be paying a hefty amount for that traffic, which can be anywhere between a few cents to over ten dollars for each click.
To manage your AdWords costs, set a daily budget at the campaign level. You’re free to make changes to this when you like. Ideally, beginning advertisers should start small with a low budget. Based on the insights and the quality of leads, you can determine whether you want to boost your budget or stop a campaign.
Do Google Ads Really Work?
Google Ads can work for all types of businesses – big and small. It’s an affordable form of advertising that can target qualified, in-market prospects when managed correctly.
The key to making Google Ads work for you is to understand the ins and outs of paid search, bidding strategies, keyword research, account structure etc.
Map out what you’re able to spend on each campaign, set your daily budget accordingly and keep track of the spend
Do your keyword research and bid on the phrase and exact keywords at higher bids to get more relevant clicks
While creating ads make sure they are relevant and enticing enough for the viewer to click
Optimize your landing pages by running A/B tests to try out variations of a page
Try remarketing to reinforce your brand
If you’re still wondering if Google AdWords is worth the money, it’s best to start small, adjust based on results, and double down if your campaigns are generating affordable and profitable sales.
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