11 Must-Know Google Ads for Ecommerce Tricks for Explosive Growth

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So, you’ve set up your online store, but your traffic isn’t where you want it to be. You’ve read the SEO blogs, optimized your product pages, and even created a few internal links. But you’re still waiting for customers to show up. If this scenario sounds familiar, you’re not alone. An ecommerce business’s growth is often slow and steady at first before it gains momentum and takes off. But you don’t have to wait for organic traffic to appear magically. Instead, you can harness the power of Google Ads to get visitors to your site quickly. In this article, we’ll explore the value of Google Ads for ecommerce, TikTok Ecommerce Strategy, how it works, and tips to help you create effective campaigns that convert. With the right strategies, you can achieve rapid, scalable revenue growth by leveraging expert Google Ads techniques that consistently convert clicks into loyal ecommerce customers.

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Why Run Google Ads for Your Ecommerce Business?

Google Ads is an online advertising platform developed by Google. Advertisers pay to display their ads in Google’s search engine results and on its partner websites. The platform uses an auction-based system to determine ad placement and cost.

Given Google’s unflinching status as the world’s leading search engine, it drives immense traffic to ecommerce websites. At least 43% of all ecommerce traffic originates from Google’s organic search.

Google offers many ways for ecommerce stores to get discovered through search results and display ads. The search engine’s ad business runs on a pay-per-click (PPC) model, where advertisers pay only when someone clicks their ad. Companies can target ads to keywords (eg: “ceramic cookware” or “handmade wall art”),

Demographics

Locations

User interests

Granular targeting options ensure ads display to users most likely interested in your product.

How Do Google Ads Work?

Google Ads represents an online advertising platform developed by Google, where you bid to display ads for your business. These can be displayed to online users as:

Brief advertisements

Product listings

Videos

With Google Ads, you can display ads in the results section of Google and on:

Partner websites

Mobile apps

YouTube videos

Google Ads Campaigns, previously known as AdWords campaigns, are a pay-per-click (PPC) type of advertising. You have to bid over a particular keyword on Google and compete with other advertisers bidding over the same keyword.

You can pick between three bidding options:

Cost-per-click (CPC): You bid the number of dollars you pay when a user sees your ad in their google searches and clicks on it.

Cost-per-mille (CPM): The cost per mile represents the sum of money you will pay/ 1k Ad impressions.

Cost-per-engagement (CPE): CPE represents the money you spend when a user takes a particular action

Watch a video
Subscribe to a list
Any other interactions you need

Another option is to opt for manual CPC bidding and provide a daily budget for your ad. This means you control the number of dollars you spend on Google Ads over a certain period. Manual CPC allows you to test out different campaigns and get a clearer picture of how expensive it is to advertise your business on Google and get satisfactory results.

The Impact of Quality Score on Ad Rank and Maximizing Ad Placement in Google Search

Besides your bids, the Ad’s placement in the Search results section is also determined by your Quality Score.

The Quality Score is the score Google gives to your Ad after assessing:

The quality of your ads the keywords you used

Your previous performance the CTR of your Ads the landing page

The score can vary from 1 to 10, where 10 is the highest.

Bids + Quality Scores = your Ad Rank.

Your Ad Rank determines your position on Google Search results and the probability that your prospects will see click on the Ad when they see it. After a user clicks on your Ad, you will pay the sum in your bid.

Google Merchant Center, The Key to Successful Google Ads

Google Merchant Center allows retailers to upload and manage their store and product data. Setting up Google Merchant Center is essential for ecommerce businesses, as it imports product data back into Google Ads for use in:

Shopping

Pmax

Demand Gen

Display campaigns types

You can upload and manage your products for Shopping Ads (more on this in the next section) through Google Merchant Center and ensure accurate data from your store is displayed in ads.

How does Google Merchant Center work? Here’s a simple explanation:

Product Data Upload: You can also use a manual feed like a Google Sheet to pipe in your product data. It typically takes product feed data from your CMS:

Shopify
WordPress
Magento

Product titles
Images
Price
Reviews
Availability
Other key attributes like:

Color
Size
GTIN/EAN data

Data Synching: Merchant Center provides diagnostic tools to keep the product listings current and accurate. It automatically syncs changes in inventory or pricing from your CMS.

Why Google Merchant Center Is Essential for Google Ads

Visibility Across Google: Merchant Center ensures that a retailer’s products are visible where users search for them in Google for more specific shopping-related queries across Google’s networks.

Performance Tracking: Merchant Center allows for detailed tracking of how products perform within ads, offering insights that are crucial for optimizing campaigns and budgets. Setting up and optimizing Google merchant center is beyond the scope of this post, as it deserves its own dedicated resource!

Why Are Google Ads Important for Your Ecommerce Business?

More than 80% of businesses trust Google Ads for their Ad campaigns globally, and 8.5 billion Google searches occur daily. Your target audience is there – and your competition is definitely on Google. Ignoring Google PPC Ads is like closing the door in front of hundreds of people interested in your products and then allowing the competition to come and give out free samples.

Types of Google Ads for Ecommerce

Google offers various ad formats, from ads that appear in search engine results to remarketing ads for abandoned cart recovery.

Search Ads

Search Ads appear on search engine results pages (SERPs). Here’s how it works:

Advertisers select keywords and phrases related to their business.

When users enter relevant keywords into the Google search bar, the ads display alongside organic search results.

Advertisers must bid on keywords for optimal ad placement. When a user performs a search, Google’s algorithm surfaces ads with the highest bid and quality score.

The winning ad appears prominently at the top of the page, occasionally at the bottom, and is marked as “ad” to distinguish it from organic search results. Advertisers only pay when a user clicks their ad.

Display Ads

Google Display Ads appear on websites, mobile apps, and other online platforms across the Google Display Network (GDN). This includes participating:

Ecommerce sites

Blogs

Publishers

Other websites

Google-owned properties such as:

YouTube
Gmail

They are designed to grab users' attention while they browse websites and apps, rather than when they perform a specific search. Unlike search ads, display ads include:

Images

Videos

Graphics

Text

Display Ads are commonly used for retargeting, appealing to recent website visitors who abandoned their carts or bounced without purchasing. These ads remind users of the items they previously showed interest in and prompt them to take action.

Shopping Ads

Google Shopping Ads, or Google Product Listing Ads (PLAs), let retailers showcase specific products within search results. This helps users quickly assess the product’s relevance and attractiveness relative to other listings. These ads include in search results the:

Product image

Title

Price

Retailer’s name

To run Google Shopping campaigns, businesses must create a product feed, a product catalog specifically for ad listings. Google uses this feed to match user queries with related items.

Google also offers Local Inventory Ads (LIA) for brick-and-mortar stores. These ads display real-time product availability and store information to nearby shoppers, driving foot traffic.

Video Ads

Visual storytelling is a powerful way to capture attention. Google’s PPC platform offers a variety of video ad formats for advertisers to target potential customers on YouTube.

Skippable in-stream ads: Ads play before, during, or after other videos on YouTube. Viewers can skip the ad after a few seconds. Advertisers pay only when viewers watch a certain portion of the ad.

In-feed video ads: These appear as thumbnail images alongside YouTube search results or on the YouTube homepage. Advertisers are charged when viewers click to watch.

Non-skippable in-stream ads: Short, non-skippable ads limited to 15 seconds that play before a YouTube video.

Outstream ads: Video ads that appear on partner websites and apps within the Google Display Network. Designed for mobile devices, these ads autoplay when they come into view.

Local Services Ads

Google Local Services Ads (LSAs) connect local businesses with potential customers in their geographic area. LSAs are primarily geared toward service-based businesses:

Plumbers

Electricians

HVAC technicians

Locksmiths

House cleaners

These ads display at the top of Google search results when users search for services such as “plumber near me” or “electrician in [city].”

Advertisers pay per lead for LSAs. You’re only charged when a potential customer contacts you through the ad to request your services. Google awards the Google Guarantee Badge to show the business has passed the screening and verification process for LSAs.

E-Commerce Advertising

Ecommerce Sales Strategy

Ecommerce Monitoring

Ecommerce Search Metrics

Competitive Product Analysis

Ecommerce Marketing Budget

Ecommerce Marketing Ideas

How to Use Google Ads for Ecommerce (13 Steps)

1. The Importance of Market Research and Keyword Planning for Google Ads Campaigns

Before you even touch Google Ads for ecommerce, you need to understand your target market and the keywords they’re using to find products or services like yours. Use tools like Google Keyword Planner to identify high-value keywords with decent search volume and low competition. Selecting a mix of short-tail and long-tail keywords is crucial to target different stages of the buyer’s journey. For instance, if you’re selling handcrafted wooden furniture, keywords might range from “wooden furniture” to “handcrafted wooden dining table.”

Understanding customer intent behind these keywords is also critical. For example, someone searching for “wooden furniture” might be in the research phase, while “buy handcrafted wooden dining table” signals readiness to purchase. The more granular you get with your keyword planning, the better you’ll be able to align your ads with user intent, which can significantly improve your click-through and conversion rates.

2. Strategies for Selecting Keywords

Pinpoint the keywords and phrases potential customers use to search for your products.

Start with seed keywords: generalized, overarching keywords you use to find more specific long-tail keywords.

Specify negative keywords: search terms you don’t want to be associated with your online store. For example, “used tents” would be a negative keyword if you only sell brand-new ones. Negative keywords omit your business from search results, ensuring you only pay for high-quality leads.

Use this to specify how closely a user’s search must match your chosen keywords. Keyword match types:

Broad match

Phrase match

Exact match

Broad match modifier

For example, a broad match accommodates synonyms, variations, and related terms, making your ad more likely to appear, while an exact match requires a word-for-word match. Balance keywords with high search volume with less competitive keywords to optimize your budget. Include this to capture a broader audience:

Keyword variations

Synonyms

Misspellings

For example, if you sell "running shoes," also consider "jogging shoes" and "athletic footwear."

3. Tools for Keyword Research

Google Keyword Planner is a decent option for finding PPC keywords. It helps you find:

New keywords

Get monthly search volume

Competition

Average CPC

SpyFu is also a decent paid tool that helps you find PPC campaigns and competitors' keywords. You can find:

What keywords your competitors are targeting

The traffic they are receiving per keyword

The budget per keyword

Other suggested tools to try include SEMrush Keyword Magic and Ubersuggest.

4. Set Up Your Google Ads Account

Setting up your Google Ads account is the foundational step in your journey to ecommerce advertising success.

Navigate to the Google Ads homepage and create an account.

During the setup process, you’ll be prompted to enter essential information such as:

Your business name
Website
Advertising goals

Google Ads will offer you a guided setup based on your advertising goals, whether:

It’s website visits
Phone calls
In-store visits

One crucial point to remember during setup is the linking of your Google Ads account with your Google Analytics and Google Merchant Center accounts, especially if you’re planning on running Shopping Ads. This helps you keep track of your performance metrics and gives you invaluable insights into customer behavior on your website. The better integrated your tools are, the more cohesive and effective your advertising strategy will be.

5. Create Campaigns and Ad Groups

Let’s get down to the fun part: setting up your campaigns and ad groups. Imagine your Google Ads account like a well-organized closet. Campaigns are the shelves, and ad groups are the bins on each shelf. You can’t just throw everything in willy-nilly; it has to be organized to be effective. That’s where campaigns and ad groups come in.

When creating a campaign, the first thing you’ll do is set your objective—whether you want:

More website visits

Increased sales

Even better brand awareness

This is a big deal because Google will optimize your ads based on this objective. For ecommerce, you’ll probably want to focus on sales or website visits.

The Importance of Ad Group Structuring for Targeted Campaigns and Keyword Optimization

Then, for each campaign, you create smaller ad groups. Think of these like categories in a store: kitchen appliances, electronics, furniture, etc. In each ad group, you’ll put related keywords. For example, one ad group could focus on “wooden furniture,” while another might zero in on “metallic furniture.”

By structuring things this way, you can run highly targeted ads that match the keyword intent perfectly. It’s like showing your customers exactly what they’re looking for. After you set up your campaign, check out our guide on How to Manage PPC Campaigns Effectively.

6. Craft Compelling Ad Copy

Your ad copy is the moment of truth. It’s what stands between someone clicking through or scrolling past. No pressure, right? The good news is that writing compelling ad copy is more science than art. The key ingredients?

A killer headline

A persuasive description

A strong call-to-action (CTA).

Hot tip: Use the keywords you researched in the headline or description. This increases relevance and highlights the search terms in bold, drawing more attention to your ad.

Let’s say one of your ad groups focuses on “handcrafted wooden tables.” Your ad headline could be “Handcrafted Wooden Tables – Perfect for Your Dining Room!” Keep the description concise but enticing. Something like, “Our tables are made from sustainably sourced wood, designed to last a lifetime. Order now and get free shipping!”

To finish off, your CTA should be as clear as day. Use action-oriented words like “Buy Now,” “Order Today,” or “Shop the Collection.” You’d be amazed at how a good CTA can drive action.

Creating compelling ad copy isn’t a one-time affair. Always test and tweak to find the words that resonate most with your target audience. Because even one word can make all the difference.

7. Use Ad Extensions

So you’ve crafted a brilliant ad copy, but wait—there’s more! Google Ads offers these nifty little things called ad extensions that are your ad’s cheerleading squad. Ad extensions provide extra information and reasons for people to choose your business. We’re talking sitelinks to:

Specific pages on your website

Phone numbers

Even your business location

For ecommerce, imagine showing the price of a product right within the ad, or showcasing a star rating from customer reviews. Mind-blowing, isn’t it? It’s like giving your potential customers a storefront window experience before they even click. So, don’t ignore ad extensions; they offer more bang for your advertising buck by boosting click-through rates (CTR) and giving potential customers more reasons to interact with your ad.

8. Optimize Landing Pages

Okay, so you’ve gotten people to click on your ad—high five! But hold the champagne because now you’ve got to seal the deal. This is where landing page optimization comes in. Your landing page is where the magic (or tragic) happens. It can convert a curious clicker into a customer or send them running for the hills.

Here are the steps to optimize your landing page:

Your landing page should be laser-focused on fulfilling the promise made in your ad. For example, if your ad was about “luxury leather boots,” your landing page better showcase those boots in all their glory. Consistency is key; you don’t want to confuse your potential customers by sending them to a generic page.

Make sure the landing page is easy to navigate. The last thing you want is for visitors to get lost trying to find the Add to Cart button. The design should be clean, and the call to action should be bold and obvious.

Don’t forget about loading speed. A delay of even one second can decrease conversions:

Compress those images
Minify that code
Do whatever else it takes to make your landing page load at the speed of light.

Just like with your ad copy, always be testing. A/B tests can help you figure out what works best for your audience, whether it’s the color of the Buy Now button or the headline on the page. The devil’s in the details, and those details could be the difference between a cart abandoned and a sale made.

9. Set Up Conversion Tracking

Your ads are live and your landing page is a masterpiece, but how do you know if all of this is working? Drumroll, please—Conversion Tracking! This isn’t just a cool buzzword; it’s the backbone of any successful Google Ads campaign for ecommerce. Setting up conversion tracking allows you to measure how well your ads translate into real-world actions like sales, sign-ups, or other valuable actions to your business.

Decide which actions to track. Common examples include:

Form submissions

Purchases

App downloads

Newsletter sign-ups.

You must add a Google Tag or code snippet on related product pages. You can customize settings like the conversion window (how long after clicking an ad a conversion is counted), and attribution models (how credit is assigned to multiple touchpoints).

Google Ads offers various tracking options, from tracking form submissions to actual ecommerce sales. You can even track how long people spend on your site after clicking your ad. The data you collect here is invaluable because it guides your future campaigns. Without it, you’re like a captain sailing without a compass—you might get somewhere, but it probably won’t be where you wanted to go. If you’re not tracking, you’re not improving.

10. Monitor and Optimize Your Google Ads Campaigns

So, you’ve launched your campaign—congratulations! But hold on, the journey is far from over. The beauty (and complexity) of Google Ads is that it’s not a “set it and forget it” type of tool. The digital landscape is ever-changing, and your campaigns should be too.

Regular monitoring is essential. Keep the following questions in mind:

Are you burning through your budget too quickly?

Are your ads reaching the right people?

Are they clicking but not converting?

These are the questions you need to ask continually. Use Google Ads analytics to dive deep into performance metrics, and don’t be afraid to pause campaigns that aren’t performing up to par. Allocate more of the budget to high-performing keywords and ad groups.

11. Best Metrics to Track Google Ads Performance

While conversions are PPC ads' ultimate goal, tracking other metrics in tandem with it is essential. Calculate return on ad spend (ROAS). The most critical PPC metric, ROAS measures revenue generated as a proportion of ad spending. Marketers use it to determine the ROI of PPC. They often set a target ROAS value to guide campaign optimization.

ROAS = Revenue generated from ads / Cost of ads

Here’s how to interpret your score:

ROAS of 1 or less: For every dollar spent on advertising, you generate less than $1 in revenue, so the ad campaign is not profitable.

ROAS between 1 and 2: You’re earning more than you’re spending, but there’s room for improvement.

ROAS above 2: Your campaigns are performing well and earning significant ROI. Scale them or allocate more budget to them.

Analyze click-through rates (CTR). CTR measures what percentage of users click your ad as a proportion of the total number of people who see it. A high CTR indicates your ad is engaging and aligns with the user’s search intent. A high CTR boosts its quality score, ad position, and CPC.

CTR = Number of clicks / Number of impressions x 100%

The average CTR varies by industry. The data gathered by WordStream shows that the average CTR across all industries ranges from 6-7%. Certain industries (Attorneys and Legal Services) see a lower CTR (4%), while Arts and entertainment averages 13%.

High CTR (above average): Your ad resonates with your target audience, and users engage with your content.

Average CTR: Your ads are performing adequately. Consider refining:

Ad copy
Using ad extensions
Changing targeting options to boost CTR.

Low CTR (below average): Ads are not capturing attention due to:

Ad fatigue
Irrelevant keywords
Unappealing visuals

The Relationship Between CPC, Conversion Rates, and Campaign Profitability

Understand cost per click (CPC). CPC determines the overall cost-effectiveness of PPC advertising. It measures how much you pay when a user clicks your ad. CPC is a critical factor in determining the total budget required for a successful campaign.

CPC = Cost of advertising / Number of clicks

CPC varies widely according to the keywords you’re targeting and their search volume. Google Ads factors in the ad’s quality score to calculate CPC (higher quality score = lower CPC).

Monitor conversion rates. Conversion rate measures the percentage of users who take a desired action like:

Buying something

Filling out a form

Signing up for a newsletter

It’s a key indicator of how effectively your landing page persuades visitors to become customers or leads.

Conversion rate = Number of conversions / Number of clicks x 100%

The Importance of Continuous Optimization and Industry-Specific Conversion Strategies

Again, average conversion rates vary by industry. They also depend on your chosen conversion trigger. For example, if you sell customizable industrial machinery and your conversion trigger is “purchases,” you’re likely to have meager conversion rates if you expect prospective leads to buy immediately.

Optimization is an ongoing process. From tweaking your ad copy and keywords to refining your targeting settings, you can always do something to improve performance. And remember, even small changes can lead to big results. Keep optimizing and fine-tuning your campaigns to get the most out of your ad spend.

12. Utilize Remarketing

You know those ads that seem to follow you around the internet after you’ve visited a website? That’s remarketing, and it’s as creepy as it is effective. Remarketing is a fantastic strategy to re-engage potential customers who’ve interacted with your site but didn’t make a purchase.

The logic is simple. These folks showed some interest in your products, so a little nudge might encourage them to purchase. With Google Ads, you can target these users and show them tailored ads based on the specific products or pages they visited on your site. It’s like saying, “Hey, remember us? That thing you were interested in is just a click away.”

Plus, you can get super creative with your remarketing ads. Offer them a special discount or showcase new items similar to what they were looking at. When done right, remarketing can significantly boost your conversion rates, lower your cost per acquisition, and improve your PPC ROI.

13. Review and Adjust Your Budget Regularly

Let’s face it, money talks. And in the world of Google Ads, your budget is more than just a number—it’s a strategic tool that can make or break your campaign. So, it’s crucial to regularly review and adjust your budget based on the performance metrics you’ve been monitoring. Remember, your budget should not just be set on Day 1 and forgotten; it’s a living, breathing element of your campaign.

Optimizing Budget Allocation

After running your campaigns for a certain period, say two weeks to a month, consider how your budget is being spent. Are your most profitable keywords getting enough of the pie? Or is a chunk of my budget being wasted on low-performing terms or ad groups? If the latter is time for some adjustments. Shifting your budget towards high-performing ads or keywords can often yield better results without requiring you to spend more overall.

Cost Per Conversion for Efficient Budgeting

Use the Cost Per Conversion metric to indicate how effectively your budget is being utilized. If the cost is too high for certain keywords or campaigns, consider reducing the allocated budget for those and reallocating it to better-performing ones. This continuous cycle of reviewing and adjusting ensures you’re getting the most bang for your buck—or should we say, click?

Bonus Step: Work with a Google Partner

Google Ads can be a complex beast, and there’s no shame in asking for a little (or a lot) of help. That’s where hiring a Google Partner comes in. A Google Partner is an agency or professional certified by Google to manage Ads accounts. They’ve passed exams, demonstrated expertise, and stayed up to date with all of Google’s latest best practices. In simple terms, they know their stuff.

Hiring a Google Partner for expert help offers numerous advantages. They can provide tailored strategies and insights you might not have thought of, saving you time and money in the long run. Plus, they often have access to beta features and tools before they become publicly available, giving you a competitive edge. And the best part? They can handle everything, freeing you up to focus on running your ecommerce business from:

Market research to campaign setup

Monitoring

Optimization

So if you’re serious about leveraging Google Ads to its full potential, a Google Partner can be an invaluable asset. Consider it an investment in your ecommerce success.

Ecommerce Ads

Ecommerce Advertising Platforms

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Ecommerce Video Ads

How to Make TikTok Ads

Facebook Ads for Ecommerce

E-Commerce Social Media Advertising

Ecommerce Ad Intelligence

PPC Competitor Analysis Tools

Competitor Ads

What Are the Best Types of Google Ads for Ecommerce?

Shopping Ads let you showcase your products visually right on the search results page. They feature:

An image of your product

A title

The price

Your rating

Even promotional messages

Because they’re so detailed, users can understand exactly what they will get before clicking on the ad, which is why they have such a high conversion rate.

Remarketing Ad Campaigns: Bring Back Potential Customers

If Shopping Ads allow you to target users with high intent purchase, Google remarketing Ads will enable you to target those previous website visitors specifically. Remarketing does an excellent job both in the acquisition and retention stages. Let’s say you’re in the home & deco Industry and want to advertise your kitchen chairs collection. You can include relevant keywords in your ads strategy and create a remarketing audience based on this keyword. Thus, you can target people who have visited your website and looked at the chairs you provide.

These users are already interested in buying chairs to spruce up their kitchens so that you can draw them back to your store. You can also offer an extra perk like a discount or a free return policy to trigger the buying decision. Remarketing also works for retention and getting more value from your existing customers. For example, if you follow the ADBT metrics, you should know when your customers need to re-stock your products and send them perfectly timed Ads. Plus, if your marketing strategy contains up-selling or cross-selling campaigns, you can use remarketing ads to push complementary products to your existing customers.

Smart Shopping Ad Campaigns: The Automated Solution

Smart Google Shopping Ad campaigns combine Product Shopping and Display remarketing campaigns. If you’re unsure of your Google Ads skills, smart shopping Ad campaigns can give you a sense of ease. These types of ads heavily rely on machine learning to pick and display the best elements for your Ads and deliver better results. With Smart Campaigns, Google tests the visuals and copy you provide and determine the combination of texts and pictures most likely to convert.

Video Ad Campaigns: Engage Customers with Compelling Visuals

Over 2.6 billion people worldwide use YouTube monthly (according to Statista), and YouTube is the 2nd largest search engine. The numbers tell you that excluding Video Ads from your marketing strategy would be foolish, as it presents many opportunities to engage with new shoppers. Video advertising dominates the industry today, providing excellent opportunities for creative teams to showcase your eComm brand uniquely and compellingly.

With Google Ads, you can use a complete range of video Ad formats to engage users in various ways – across YouTube and other partner sites. Some of these formats include skippable and non-skippable ads and in-feed video ads. Video is easier to digest than text. This is why you can use this format for your general and remarketing campaigns to engage users in a way you couldn’t with plain text ads.

Display Ad Campaigns: Target Broad Audiences for Your ECommerce Business

Display is another crucial ad type you should include in your strategy. These Ads are shown on third-party websites that are Google Partners (currently, there are over 2 million websites and apps inside this group). These Ads require more work from the creative teams since you’re displaying them to people who aren’t necessarily interested in your products (as opposed to Shopping and Search Ads).

To be effective that highlights the benefits of your product:

You need to rely on bold

Disruptive visuals

Write persuasive copy

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