Note: This article assumes the reader is familiar with Google Ads but has not made it a primary component of their advertising strategy. Are you brand new to Google Ads? This article will teach you how to create a Google Ads account, decipher terminology, and create your first ad.
A well-executed Google Ads strategy is critical for increasing your business’s conversions and revenue. While social media marketing, search engine optimization, and even print advertisements all have their place, there is no better way to gain instant visibility for your products than search engine marketing (SEM) on Google. Not only is Google the most widely used search engine on the planet, it is also the most frequently visited website.
It’s difficult to justify not using Google Ads, given Google’s reported 2+ trillion searches per year. To begin, Google Ads will expose you to a large audience, but with a well-crafted strategy, it will also expose you to the right audience.
The possibilities for targeting are virtually limitless. You can target virtually any type of customer you can imagine, and you can do so at every stage of the buyer’s journey. Whether your store sells widely used products and services or your offerings are aimed at a specific market segment, Google Ads can assist you in attracting the right customers.
Finally, you can track the performance of your ads, measure your success, and adjust your strategy as necessary to stay within budget while maximizing your return on ad spend (ROAS).
With this in mind, let’s look at how you can develop a winning strategy for optimizing your Google Ads campaigns.
Establish a connection between your site and Google Merchant Center, Ads, and Analytics
If you haven’t already connected your site to Google Analytics, Google Merchant Center, and Google Ads, you should do so first. Google Merchant Center is a platform for retailers to upload or sync product data in order for their products to appear in free listings and Google Shopping campaigns.
The simplest way to accomplish this is to utilize the Google Analytics Pro (or free) and Google Listings & Ads extensions included with WooCommerce. These extensions integrate seamlessly with Google’s tools for listing and advertising products on Google Shopping, as well as tracking performance directly from your store’s dashboard.
Create a list of your intended audiences
Prior to developing your strategy, you should conduct some brainstorming. Determine where your business should focus its efforts and who your target demographic is, if you do not already know. Consider the following pertinent questions about the type of person to whom your products appeal:
- What other products do they enjoy purchasing?
- Where do they make their home?
- What is their line of work?
- What interests do they have?
- What is the range of their ages?
- Where do they do their shopping?
- What terms do they use in their searches?
- Are the majority of them male? Female? Both?
- Do I wish to market to both previous and current customers?
- Do I have a list of customer emails that I can use to identify shoppers with similar characteristics?
- Bear in mind that everyone’s strategy will vary depending on the product they’re selling. Include your own demographic targeting questions that you believe are pertinent to your products.
Customers may conduct name-based searches for your products. Alternatively, if your product has never been heard of, you may need to reach out to your ideal audience by targeting the topics they read about.
Consider the following scenario: you are a surfboard shaper who specializes in single-fin longboards. While shoppers may not be looking for your specific boards, they may be interested in topics such as “World’s Best Longboarding Destinations.” You’ve now identified an audience interested in surfing — more precisely, longboarding. This is an excellent opportunity to target people who are interested in longboarding with your ads.
Once these individuals have seen your ads, you can continue to reach out to them through remarketing and serving relevant ads throughout their browsing experience in an attempt to persuade them to purchase your product.
Don’t forget to utilize Google’s tools. Grow My Store conducts a website evaluation and provides detailed insights and customized recommendations to assist you in optimizing your website’s performance. Google Trends provides information about the popularity of various search terms and topics by analyzing real-time and historical Google Search data.
Pro tip: Want to get started without investing a lot of time and money in keyword and audience research? Shopping campaigns will leverage data from your WooCommerce store’s Product Feed to display your products across Google networks, eliminating the need to manually add target keywords. Shopping advertisements are created for you based on your budget, the countries in which you sell, and the content and quality of your eCommerce products.
After determining your target audience, it’s time to develop your campaign strategy.