With Christmas just around the corner, you might be thinking about how you can increase your sales and entice people into buying from your business. Don’t worry, you’re not the only one! Christmas can be a hectic time for many businesses, but for some it can signal the start of a drought – one that can cause serious cash flow problems if you’re not careful. But one thing that can help boost your sales is eCommerce ads – and particularly around this time of year it could be the most valuable, and cost-effective thing you could do. So today, we have a step-by-step guide to eCommerce ads to help you get ready.
Preparing Your Google Ads Campaign
Before you jump right into creating an eCommerce campaign, you first need to know what you want to achieve, this includes outlining your goals, defining what success looks like and understanding what you want users to do after they’ve clicked on your ad. Once you understand that, you can move onto setting your budget (knowing this in advance stops you going bankrupt in a few days), and making sure it’s realistic enough to help you achieve your goals.
Next, before you open up Google Ads, you need to go to your website and create a landing page for your campaign. This is a page on your website that is hidden from normal view, but people who click on your ads will be taken straight to. This means you can make it as specific and targeted as you can, highlighting exactly what you want the customer to do or buy.
With all of that in place, you can move onto the next step.
Researching Your Customers
No ad campaign will ever be successful if you don’t know who your target market is. Researching your customers is the key to creating good ads with a strong message that stand a better chance of converting. The first stage of this process is to do your keyword research. We’ve talked about keyword research before, and you can read our beginners guide here. Ideally your chosen keywords need to:
- Address each stage of the buyer journey
- Be specific to your product or landing page
- Be grouped in relevant lists of 10-20 keywords per topic
On the back of this research you can then develop that strong message we mentioned. This doesn’t have to be fully written yet, but it should give you an idea of what you want to say and what will attract customers to your ad. Try out a few different calls-to-action here and see what feels right. Incidentally, in a study of over 600 of the highest-performing e-commerce ads, the word “get” in a call to action resulted in the best performance.
Setting Up Your Google Ads Campaign For The First Time
Now, it’s finally time to set up your campaign! Once you’ve created your Google Ads account, you can create a new campaign by clicking the plus sign in the campaigns tab. We recommend you choose ‘Search Network’ as the campaign type, and then choose your goal: sales, leads, or website traffic. You can then follow the steps to drill down into the type of campaign you want to run and who you want to target – which you already know thanks to all of that research!
Choosing a bidding strategy might be a tough one here – but when it comes to festive eCommerce ads there is one option that we recommend- ‘Maximise conversions’. This strategy means Google will show your ads to people who are more likely to buy, based on historical data, and optimise your campaign for the highest number of clicks. Once you’ve done that, you can write your ad extensions. There are lots of different types you can choose from, each of which ads more depth to your campaign and makes it more likely that people will click.
Writing Your Ads
Your ad text is critically important, so you might want to spend some time on this. Remember that clarity trumps cleverness here, so don’t try to do too much. When writing ad copy there are three essential elements to include:
- A compelling headline up to 25 characters long.
- Two lined of body copy up to 35 characters for each line.
- A URL to direct people to, such as your product page.
You may want to experiment with your ad copy, trying out different versions until you find the most successful. Every campaign is different, so be prepared to update and tweak your ad copy as the campaign runs if you want to see the best results.
Measuring Your Success
Now your ads are up and running, and have been for some time. But Google Ads is not a ‘fire and forget’ kind of advertising – you need to be reviewing your results and taking action on what the data is telling you. Google is the king of data, so your best bet is to listen to it. Make tweaks and changes based on this on a daily basis at first, moving to a weekly check-in once you know your campaign is working well. During those check-ins you should be looking at:
- Cost Per Click
- Cost Per Conversion
- Average Cost Per Conversion
This will give you a good view of how your ad is performing and what you could do to improve.
At Ad-Extra we work closely with businesses who know they need to do something, but aren’t sure what – especially over the Christmas period. We can help you set up and run eCommerce ads that will attract and convert new clients not only over the festive period, but beyond as well. If you would like to know more, just get in touch with us today.