Successfully selling products from your Shopify store requires getting in front of as many people as possible.
Where do people head when they want to find something online? Google.
By utilizing the power of Google Ads, you can get in front of the people searching for the products you sell.
This guide explains how to master Google Ads for Shopify and transform your customer numbers.
Google Ads terminology
There’s a lot of terminology to get to grips with when working with Google Ads, so we’re going to break them all down first.
Google Ads – an online advertising platform, where you can pay to advertise your Shopify store, products, and content. There are five types of Google ads; the most important ones for you are Search and Shopping.
Search ads – a text-based ad appearing at the top of Google search results.
Shopping ads – a product-based ad appearing at the top of Google search results along with an image and price.
Campaign – a set of ad groups that share similar settings such as budget.
Ad group – one or more ads that share similar targets.
Keyword – a word or phrase that determines when and where your ad appears.
Negative keyword – a word or phrase that determines when and where your ad won’t appear.
Budget – the average daily amount you want to spend over a month.
Bid – the highest amount you’re willing to pay for a click on your ad.
Impression – how often your ad is shown.
CPC – (cost per click) the average amount that been charged for someone clicking on your ad.
CTR – (click-through-rate) how often someone who sees your ad, clicks it.
That’s a lot of information to understand, so let’s put it into practice to help.
Setting up a Google Ads account
First, you need to create a Google Ads account. Using your business email address and website, sign up for a Google Ads account, and complete the required information.
Bonus tip: Head to the Discount section in your Shopify admin for a Google Ads Coupon, entitling you to free credits.
Setting up your first Google Ads Campaign
Now it’s time to create your first Google Ads Campaign. Google Ads will walk you through the main four steps, which are:
1. Naming your campaign
Give your campaign a self-explanatory name to help you easily identify it.
2. Set your budget
Decide how much you’re willing to spend per day on this campaign by dividing your monthly advertising budget by 30.4 (the average days in a month). Don’t worry if you don’t have a monthly advertising budget – these figures can be amended later on, so start small while you’re learning to master Google ads.
3. Choose your audience
Decide who will see your ads by determining the following.
Tailor your campaign to the specific location of your target audience. For example, you might want your ad to only appear in the states you ship to, or you might want to run a highly-targeted campaign specific to a particular town.
For this guide, we’re focusing on the Google Search Network, where your ads will appear on the Google search results page. But, it’s worth noting that you can also select your ads to appear on the Google Display Network, which includes other related websites, apps, and videos.
What search term or phrases do you want the ad to appear in the search results for? Enter a list of keywords relevant to your ad and your Shopify store, using the following tips to help.
- Use the terms and phrases that your customers use in real life
- Be as specific as you can to target long-tail keywords
- Think of related keywords and phrases that potential customers might also be searching for
4. Set your bid
Set the highest price you’re willing to pay for a customer clicking your ad through to your Shopify store. Calculating your bid requires balancing the ROI you’ve likely to receive (how much are these customers likely to spend?) against the cost of outbidding your competition.
5. Write your ad
Now it’s your time to shine. Write an ad that catches the attention of your audience and encourages them to click through to your Shopify store landing page.
- Use a strong and clear call to action
- Incorporate your keywords and phrases
- Match your ad to your landing page (i.e., don’t talk about flasks but direct them your collection of phone cases.)
- Include a unique selling point like 2-day delivery.
Finally, confirm your billing information (not forgetting to add your coupon), review your settings, create your campaign, and watch the clicks roll in. But it’s not over yet.
Regularly check your campaign’s metrics to view results, adjust your budget, change your wording, and compare overall results.
Different campaign types
So that’s you set up with your first campaign. But to really master Google Ads for Shopify, you want multiple campaigns running at once.
For inspiration, we’ve gathered together 5campaign types for driving new traffic to your eCommerce website.
1. Branded search
Branded search campaigns capture those who are actively searching for your brand by name. CPC is generally low, CTR is high, and these campaigns help protect you from competitors bidding on your name.
2. Competitor search
Competitor search campaigns achieve the opposite – capturing those who are actively searching for your competitors by name. CPC is again generally low, but so is CTR.
3. Generic search
A generic search campaign targets generic keywords and phrases relating to your products. For example: lipstick pencil, skincare travel kit, or eyeliner pencil.
Find out how Vasanti advertised their cosmetic products to increase sales in our latest case study.
Depending on how generic your keywords are, CPC can be high, and CTR can be competitive.
4. Related product search
A related product campaign targets keywords that are related to your products, with the aim of cross-selling and targeting shoppers with similar interests. For example, if you sell contemporary wall clocks, you might target the long-tail keyphrase: “modern office design ideas.”
The more specific the keyphrase you target, the lower your CPC, however, CTR can be low.
Tip: Learn about long-tail keyword strategies and why they’re important for Shopify sellers.
5. Google Shopping
Google Shopping campaigns target specific product searches, matching them with the product for sale on your Shopify store. Displaying the product image, price, and star rating, these campaigns are highly effective but, depending on the search term, can be costly.
Google Ads are just one of many Shopify marketing tactics aimed at attracting new customers to your store and through the checkout. All you need to do is ensure that you can handle and fulfill an increase in orders on your Shopify store.