Are you looking for effective ways to increase sales for your Shopify store? If so, an effective strategy is Google Ads.
However, you can’t just create Ads and expect results. You must learn how Google Ads works with e-commerce stores (like Shopify) to create an optimized marketing strategy that generates targeted traffic and more sales.
To ensure you have everything needed to create an effective Google Ads strategy for your Shopify store, use the tips and information here to help it convert and grow. You can also contact our experienced team to learn how Google Ads works as a part of your affordable SEO for small businesses plan.
Google Ads and Your Shopify Store
Combining various types of Google Ads campaigns and other digital marketing strategies, like email and Facebook, advertisers can reach the right shoppers at the right time. If you don’t implement a well-thought-out Google Ads campaign, you are essentially leaving money on the table – often a lot of money.
Google is the biggest search engine on the planet. As a result, you must ensure you are utilizing the power of Google to drive traffic to your Shopify store.
Types of Google Ads to Increase Shopify Store Traffic
Some types of Google Ads are better at generating traffic for your Shopify store than others. The best ones to implement in your strategy include the following:
Google Search Ads
When you conduct a Google search, Google Search Ads are the text ads you see at the side, bottom, or top of results. While what appears depends on the search terms used by a shopper, these ads typically include the headline, description, and display URL.
Dynamic Search Ads (DSAs)
If your Shopify store has a larger inventory, using DSAs is smart. These provide an automatic element optimization that will boost your results.
Google creates this type of search ad to suit the individual searcher. This means the ad automatically helps you create a text ad for people searching for what you sell in your Shopify store.
While these ads can effectively generate quality traffic, they are not something you should start with if you are new to Google Ads. Instead, you must test shopping and ad campaigns first and wait until you get a consistent traffic flow. Also, if your Shopify store has limited content and product pages, the keyword potential is low, which means this is not the best type of campaign to use.
Google Remarketing Ads
Remarketing is another option for your Shopify store. You will find several types of remarketing ads to test, including customer list remarketing, dynamic remarketing, video remarketing, and display remarketing lists. The benefits offered by these campaigns (when done properly) are impressive. The benefits of remarketing ads for your Shopify store include the following:
- Reach more potential shoppers
- More focused messaging
- Reduced costs
Creating your remarketing lists is the key to creating and using Google remarketing ads. However, you must also note that Remarketing Lists for Search Ads (RLSAs) require a minimum of 1,000 active cookies.
Google Shopping Ads
Another must-have type of Google ad for your Shopify store is Google Shopping ads. You can utilize product data, like the prices, images, and SKUs, to dynamically create shopping ads that potential shoppers are searching for.
To achieve success with a shopping ad campaign, you must ensure they are structured properly.
Smart Google Shopping or Performance Max Ads/Campaigns
This type of ad combines the traditional Shopping ad campaign with display remarketing. Smart Google Shopping ads are used to help simplify your PPC campaign management, expand your reach to the desired audience, and increase your conversion rates. This means you reach shoppers who have a higher buying intent.
The specific benefits offered by utilizing these ads as part of your affordable SEO for small businesses include the following:
- Automated bidding
- Simple integration into your Shopify platform
- Streamlined shopping ad optimization
Google Display Network
Another type of Ad to implement in your campaign is Google Display Ads. These text and image ads will be seen on third-party websites as block or image display ads.
These are ideal for visually appealing products to help build awareness. With Display Ad campaigns, you can reach people who are searching for the type of content you offer.
You can also invest in YouTube ads. These are another effective tool in your marketing arsenal for your Shopify store. You will find several types of YouTube ads and can test the various options to see what works best.
The types of YouTube ads you can use include the following:
- Outstream ads: These are mobile-only ads that will appear on partner apps and websites.
- TrueView ads: Ideal for driving traffic to your site and increasing video engagement, these ads can be skipped and played before video content.
- Non-skippable YouTube ads: These are longer ads that last for 15 to 20 seconds and play before the requested video content.
- Bumper ads: These are shorter six-second ads that cannot be skipped.
Google Gallery Ads
Gallery ads are the last (but not least) type of ad we will mention. These are newer and designed to combine visuals and search. With gallery ads, you are going to have something that is much more effective than other ads available.
Tips to Ensure Superior Performance from Your Google Ads
Now that you know the best type of ads to boost visibility and traffic to your Shopify store, it is time to learn how to set up your ad campaign for superior success. Some tips to help you with this are listed here.
Set Your Goal
You need to select the campaign objective you plan to achieve. Some of the most common goals include brand awareness, brand reach, app promotion, brand or product consideration, web traffic, leads, and sales.
With the rest of the tips here, we will focus on web traffic; however, once you select your objective, you can select the campaign you want to run.
Determine the Audience for your Campaign
You need to know who you are targeting with your campaign. You may believe that this is only necessary for brick-and-mortar stores; however, that is not the case. Creating a campaign targeting a certain audience can help you customize your messaging and the advertised products.
When you choose the targeting options for your campaigns, you will set your languages and geographic locations first. To do this, choose “Location Options.”
Set Your Budget and Bidding
You must set your budget first. Here you put the maximum amount you plan to spend on the campaign for the entire month. You can also choose “Standard” or “Accelerated.”
If you are new to Google Ads and have a limited budget, starting with the slower, standard campaign is recommended. This will ensure you don’t use your limited budget too quickly.
You must also consider the bid strategies you will use. Some of the common ones include:
- Conversions: If you include conversions here, it determines if your conversion actions will be included.
- Ad campaign schedule: Here, you will include scheduling for your ad and if you want to limit when the ads you create are shown or seen.
- Ad campaign rotation: With this setting, you can set rules for your ads within the campaign based on overall ad performance.
Google Ads Extensions
Next, you should select and create the Google Ads extensions you want in place.
After that step is complete, you will make your keyword selections.
Setting Up Ad Groups
Now you will set up your campaign ad groups by choosing the group you want to create (as mentioned above, standard or dynamic) and then allocate the group keywords.
When selecting standard, you will create a standard search ad and write the copy for it. With Dynamic, the text for the ad is generated automatically based on what someone is searching for and the website’s content.
Keyword selection is where things can be confusing. It is when you choose the keywords and phrases that will be targeted.
You should select 20 short- and long-tail keywords for each campaign you create. Be sure to use relevant search terms that are related to the promotions or products and that are likely to be searched by customers. Try to find terms with a high search potential and low to medium competition. A good way to find these keywords is using Google’s Keyword Planner.
Using Google Ads to Improve Shopify Visibility and Conversions
If you are new to Google Ads, you may be confused and unsure how to start. While this is true, the benefits these ads offer make them worthwhile.
If you do not have the time or ability to create ad campaigns yourself, please contact us and learn how we can offer Ad creation and management as part of our affordable SEO for small businesses services.
At Small Business SEO, our professionals are here to help you achieve the goals you have for your Shopify store. The first step is to schedule a consultation to discuss your goals.