Contact
Share This Article
Learn how to use Google Ads for e-commerce and boost your sales. Find out how it works and the benefits of using pay-per-click campaigns.
Google Ads is the service that allows advertisers to place advertising on the internet and show ads only to those people who are looking for or are interested in the products or services they want to promote. This means you’ll be able to show your ad when people search Google for the product you want to sell, or when someone is browsing sites related to your business sector.
For example, if we have a dropshipping store for perfumery and cosmetics products, we can use Google Ads for effective e-commerce, so that our ad appears when someone looks for terms like “buy perfumes for men”, “online cosmetics shop” or “buy anti-wrinkle creams”. Thanks to this service it is also possible to show our ads in a blog banner where we talk about the best websites to buy perfumes or a review site about the cosmetics brands available in our catalogue.
Millions of individuals and companies currently use Google Ads to find more customers. The basis of its success lies in the fact that it is a fully measurable, effective and flexible service. In this post we will emphasise the advantages and see how Google Ads can help to increase the sales of your online store.
It looks interesting, but how much does Google Ads cost?
You pay what you want to pay, and you only pay if the user clicks on the ad. It is also possible to set the maximum cost-per-click for each keyword we want to bid for. For example, we can define that we are willing to pay €0.10 maximum (cost per click) to appear when a user searches “buy perfumes for men” and clicks on our ad.
How does Google Ads determine where my ads appear?
Google uses a bidding system. There are other factors, but the maximum cost-per-click is one of the most important when it comes to determining where your ad will rank. The advertiser who is most willing to pay (cost-per-click) for the keyword that the customer is looking for will appear in the best position.
Following our previous example, we can determine that our maximum cost-per-click for “buy anti-wrinkle creams” is €0.20. If someone is willing to pay €0.25 for that same word, then they will appear in a better position than us. If someone can only bid €0.15, they will appear in a lower position. If another competitor has set their maximum cost per click at just €0.05 they will appear in the worst positions or will simply not appear at all.
Where my ads can appear
Through Google Ads you can create campaigns that are configured to display ads in Google search results (and partners that use the Google engine in their websites). In addition, they can also be shown in what is known as the Google Display Network, which includes websites, mobile apps and YouTube videos.
How do I control what I invest?
The system allows you to set your own daily budget. If you only want to invest €0.40 per day, you can do so. If you want to invest €1,000,000 per day or more, you can also do so. If we take the example above, in the first case, you will receive two clicks and your ad stops showing for the rest of the day. In the second case, your ad will be displayed until the daily budget is exhausted.
How do I know if the investment is profitable?
Advertising in Google Ads is fully measurable. You can set the “conversions” or objectives that your website has and you can check how many and in what way users perform the desired action or not.
For online stores, the most common goal is for the customer to complete a purchase. Through Google Ads we can see, the cost, the amount, the frequency and the number of purchases that have been generated through our campaigns at all times. In this way you’ll be able to detect the strengths or weaknesses of your business and take steps to optimise the performance.
If something is not working well can I stop showing adverts?
Google Ads is a totally flexible system. You can stop, change or resume campaigns, create new ads, stop bidding for a keyword and so on. All with total flexibility and at no cost beyond what you’re willing to pay.
With this information, we can assess whether we would be interested in investing in advertising through Google Ads or not. In general, this is one of the most well-used tools in the world of online marketing and all good e-commerce sites should have a campaign that promotes its products and services using this method. As we said, it is a fully flexible, measurable and effective system. Perfect for taking your online store one step further.
In the next post, we’ll discuss how to set up a Google Ads campaign for e-commerce, the basic terms to be known and will delve into the different types of campaigns depending on where the ads are going to be displayed. All this is to help you acquire the knowledge necessary to increase your business’ sales through Google Ads.
