7 tips to improve Adwords e-commerce campaigns

Those who already use AdWords don’t need to be convinced of the many advantages of this marketing lever, which has made Google so rich. For the others, I recommend our tutorial to create your first Adwords campaign. Of course, simply creating Adwords campaigns is not enough to boost your turnover and achieve a satisfactory ROI. It is advisable to iterate regularly on the configuration of these campaigns, by analyzing its results, the performance of these ad groups, etc. This optimization of your ad campaigns is time-consuming, and sometimes it seems as if you are reaching a ceiling from which performance no longer improves. To help you in this task, there are professionals like Instaon.io than can help you for your first Adwords campaign for your ecommerce.

#1 Create ad groups with a single keyword

Experience shows that ad groups targeting only one keyword are more effective than those based on several keywords. A case study conducted by Clicteq showed that creating groups with a single keyword reduced the cost per conversion by 37.5% and increased the AdWords score from 5.56 to 7.95 out of 10.

This first advice will surely surprise many people. Most AdWords campaign managers are used to creating ad groups with more than 10 keywords, sometimes up to 20 keywords. The problem with selecting too many keywords is that it becomes very difficult, if not impossible, to write relevant ads for all the keywords in the ad group. Selecting only one keyword per ad group allows you to write ads that are perfectly suited to the keyword in question.

Your ads become more relevant, which increases the click rate, and therefore the AdWords score. You generate more conversions for a lower cost per conversion. To set up your ad groups with a single keyword, you must create an ad group for each of the keywords you have targeted, using the different types of matches:

You will then be able to create very specific ads, each centered on a unique keyword. For the design of your ads, we suggest that you follow a model of the type :

  • Title 1: Your keyword
  • Title 2: Features and benefits.
  • Description: features and benefits + CTA.
  • Path: your keyword.

#2 Segment campaigns by product category

Google gives you the possibility to segment your product catalog in different ways. But, unless you have thousands of products in your catalog, it is better to segment campaigns by product categories. You can then segment your different products more finely, by dedicating a group of ads to similar products. For example, you create a “TV” campaign and then a group of ads by screen size. The idea is to bring together products with comparable bidding levels and prices in ad groups.

When PPC hero marketing agency teams tested by segmenting campaigns by product category, they observed a 230% increase in the conversion rate and an 85% decrease in the cost per sales.

The product pages form the heart of an e-commerce site, so to create optimized product sheets or improve existing ones, we invite you to discover our complete guide on how to design and write product sheets.

#3 Integrate social signals into your ads to increase the conversion rate

Social proofs are not only effective on your landing pages. You can also integrate them into your ads. There are two main ways to integrate social signals into your ads: display the product rating as stars, or integrate a review extract from a recognized actor. Social signals can on average increase the conversion rate by 10-15%.

The star rating system is automatically displayed once you have collected 150 reviews from a Google-recognized platform and a minimum rating of 3.5 out of 5.

#4 Display a time counter to create a state of emergency

Time-limited offers create a sense of urgency. There’s nothing like indicating that the offer expires in 2 days to convince an undecided customer! To increase the conversion rate of your ads, and therefore improve your AdWords campaigns, we advise you – when appropriate – to indicate in the ad title the time remaining.

Studies have shown that this technique almost doubles the click rate and reduces the cost per conversion. The same studies indicate that the conversion rate increases dramatically as the deadline approaches.

#5 Automate split testing to do it on a large scale

One of the big problems faced by AdWords users is that it is very difficult to keep track of all the ad tests performed when the account you manage includes thousands or even tens of thousands of ads.

The key to successful split testing is to test on sufficiently significant samples to ensure that the right choices are made. When you only have a few ads to manage, you can use a calculator such as SplitTester. This will allow you to know if the results of your split test are significant or not, or if you have to wait before choosing a “winner”.

When you manage thousands of Adwords ads, things get a little tricky… You have no choice but to use specific tools that will allow you to manage all your split tests and automate decision-making according to parameters defined by you. Several tools can help you in this task. These include Adalysis and Optmyzr.

#6 Create ads for each product in your stock

For best results on AdWords, we recommend that you create ads for all products in your catalog. If your catalogue contains few products, you can do it manually. If you have a large catalogue that evolves regularly, it may be more difficult and time-consuming to do it manually.In this case, we advise you to create dynamic ads, which work a little like Google Shopping ads: you don’t fill in keywords, Google decides to display this or that product in your catalog based on requests, you don’t need to choose a landing page: Google deducts them itself.

The titles of the ads are automatically generated dynamically from a customizable template.

You keep a certain amount of control: you can create several ad categories, list the keywords you don’t want your ads to appear on, etc. To have even more control, you can create inventory keyword campaigns via Google DoubleClick. This tool allows you to create keywords and ads based on your product flow, using ad templates.

#7 Use the RLSA for your Google Shopping campaigns

The Remarketing List for Search Ads is a feature of Google AdWords that allows you to use your remarketing lists on your search campaigns. In a word, the RLSA is the tool that allows you to retarget advertising via AdWords, i.e. to target the display of ads not only according to the keywords typed by the user but also according to his visit history. Example: An Internet user types the query “leather shoes” in Google and lands on your site, but does not buy. Two days later, he types the same request again: he comes across your leather shoes ad, possibly with a promo code to convince him to buy this time. For a more detailed explanation of how the RLSA works, we recommend that you read this article.

Wordsteam recently published a case study on the subject, focusing on the effects of using the RLSA on Google Shopping campaigns. They have seen an increase in click through rates and conversion rates of more than 400% in some segments.

The 7 techniques or strategies we have just presented will allow you to boost your turnover and improve the ROI of your AdWords campaigns. Remember that most people who do AdWords do not use (all) these techniques. Using them is an effective way to outperform your competitors!

7 e-commerce tips to help your business grow

Need an e-commerce advice to get your business off the ground?

E-commerce advice n°1: Having an offer that is different from its competitors

The construction of your offer is an essential element to guarantee the development of your business. Before even thinking about your sales strategy, it will be necessary to determine the nature and quality of the products to be offered to Internet users.

Instead, look for a niche that will meet specific needs and where there is little competition. Your online shop is already launched and you haven’t thought about this parameter? No problem, see how to stand out in your sector.

Can you offer additional services or are there foreign suppliers who can provide you with original merchandise? Or on the other hand, can you rely on local craftsmen and rely on Made In France?

E-commerce advice n°2: Developing your community

Building a community based on your brand helps to strengthen the competitiveness of your e-commerce. There are many online shops today and if you want to stand up to the competition, get your consumers as united as possible.

How to succeed? First of all, one of the first e-commerce tips I would give you is to create a blog. This establishes a link between you and your customers and encourages them to come back to your site regularly.

Then, ensure a human presence on social networks. By building communities around your products, but especially your person, you can strengthen consumer attachment to your brand.

Regularly engage them with useful tips, friendly publications and involve them by asking them questions, asking them for their opinion on your future products, etc.

E-commerce advice n°3: Impeccable customer service

To make your business flourish, it was impossible to miss an e-commerce advice on customer service.

This will ensure consumer satisfaction, allow you to enjoy an excellent e-reputation and thus build customer loyalty.

Be aware that good customer service must be responsive, customer-oriented and able to provide effective solutions to consumers with a problem.

To take advantage of this e-commerce advice, consider optimizing your e-logistics and after-sales service.

E-commerce tip n°4: An optimized conversion funnel

The ergonomics of the site and the quality of your shopping tunnel are essential to sell your products online. To make shopping in your store as easy as possible, you need to make it as easy as possible for Internet users to navigate, with a clear menu and visible call-to-action.

The Internet user must never have any difficulty during his purchase, otherwise he will abandon his basket.

In addition, you will need to provide a simplified and clear final page. Don’t waste customers’ time by asking them to provide you with a lot of personal information.

Ask only for the essential information to send their order.

E-commerce tip n°5: Identify the habits of Internet users

A good ecommerçant is able to anticipate market trends! Your customers’ buying habits remain the best indicators to understand their needs and expectations in relation to your market.

Constantly monitor, in addition to analyzing their behavior on your online store, to refine your strategy, but also to offer products that will be the stars of tomorrow.

E-commerce advice n°6: Optimized natural referencing

The permanent optimization of natural referencing will make your merchant site much more visible and allow you to increase your sales.

SEO helps you to position your site in search engines when users make personalized requests.

My e-commerce advice is as follows: don’t try to be referenced on very generic terms and prefer to work the long tail to attract smaller, but much better qualified traffic. This is the guarantee of an excellent return on investment!

E-commerce tip n°7: Intelligent paid search engine optimization

Paid SEO is an opportunity to exploit to quickly increase your sales. It allows, at the same time, to increase your audience quickly and to optimize your natural referencing.

An advertising campaign on Google Adwords, for example, will attract many prospects who can then be converted into customers. Also think of the price comparators that can bring you several hundred visitors each month.

By following these 7 e-commerce tips, you will be able to be competitive to gain places in search engines, distinguish yourself from competitors and build customer loyalty!