Demand for e-commerce is at an all-time high, and recent events have massively accelerated its growth. In the U.S, e-commerce jumped by $52 billion compared to the previous year. More businesses are switching from offline to online and those who were already online are growing faster than ever.
Google Ads is one of the main marketing channels for many e-commerce businesses. If you are planning campaigns for your e-commerce activity, then you’re in the right place.
We’ve gathered our top 5 must-have e-commerce campaigns that you should always have on Google and how they will help you increase sales efficiently.
5 Must-Have Google Ads Campaigns For e-Commerce
1. Shopping & Pmax Campaigns
Powered by Google Ads and the Google Merchant Center, Google Shopping allows online e-commerce stores to sell their products directly on Google. Shopping campaigns drive high-intent traffic by giving users detailed information about what you’re selling before they even click your ad:
- In-depth reviews
- Product details and descriptions
You should be aware that as of September this year, Google Shopping campaigns will be replaced by Performance Max campaigns.
Performance Max is a goal-based campaign requiring you to provide a conversion goal and several creatives solely. All the rest will be done automatically by Google’s algorithms.
Thus, If you plan to open a new Shopping campaign, we recommend creating them with Performance Max.
Google Shopping works by pulling data from the Google Merchant Center based on your online store. In order to do so, you’ll need to establish a product feed.
What are the must-have e-commerce campaigns that you should always have on Google Ads?
2. Own-Brand Campaign
Many people don’t understand the importance of bidding on your own brand, especially for e-commerce, if they are already being triggered organically. Yet, there are many advantages in bidding on your branded terms:
- Dominate your search engine results.
- Control your messaging.
- Competitors may be targeting you which can cause traffic to be diverted towards them.
- Capture high-quality leads that are close to converting.
3. Dynamic Search Ads (DSA) Campaign
DSA are the perfect match for e-commerce, specifically for a well-developed website or a large inventory. DSA uses your website content (not keywords) to target your ads and can help fill in the gaps of your keyword-based campaigns. The best practice is to target the whole website and wisely exclude URLs such as blog pages.
DSA campaigns are efficient and dynamic and can substantially save your time on ad creation. It can also show up in low-volume queries and more relevant searches by using Google’s algorithms.
4. Brand + Model Search Campaigns
Search campaigns are the “regular” and the most common campaign type on Google Ads. The core to search ads are the keywords you select where you want your ads to appear.
eCommerce highest converting search terms are ‘brand and model’ such as “iPhone X”, “Nissan Micra”. These searches usually indicate high purchase intent – meaning they know exactly what they’re looking for.
You can build such campaigns manually on Google Ads, by creating dedicated ad groups for each brand and model. The problem with working manually is that you will constantly need to update your campaigns, based on your stock’s items.
Many advertisers use automation tools such as Adcore Views to solve this problem.
With Views, you can create a lower-funnel brand + model structure campaign with dynamic keywords and ads taken directly from your feed.
In addition, you can add dynamic parameters such as price or discount to increase CTR and conversion rate. If your stock fluctuates a lot, you can set up the campaign to update every hour, making sure you won’t spend money promoting any out-of-stock items.
5. Dynamic Remarketing Campaign
Lastly, dynamic remarketing campaigns focus on retargeting or showing ads to people who have already visited your website. They are a special type of display ads so the ads will be images instead of text ads which are used for search campaigns.
Dynamic remarketing ads show the user the specific product they viewed which is done by using the tracking code placed on your website.