

Get monthly notifications
How to customize your marketing with Google Ads
With Google Ads, the tailored experience you can offer users isn’t true personalization (since Google is protective of user data) – but just as important to target the right people at the right time. Knowing if someone’s visited your website 5 times the last month, if they’re typically using an iPhone, what items they keep adding to your cart, or what keywords they search for – all these aspects will be just as beneficial for marketers as knowing the user’s gender, specific age, ethnicity or other demographics.
Targeting less is targeting more in Google Ads
The most common mistake when using Google Ads with the attempt to customize it for your users is that you go too broad from the start. A funeral business paying for the keyword “dead” without thinking further, could be losing all their Ads budget to teenagers searching for “Is Justin Bieber dead?”. Sending your ads too broad is partly due to Google’s own algorithms – but it all comes down to understanding how keywords and searches works (and how to use negative search terms!).
Customization and personalization for the same ecommerce goal
When you know all the nooks and crannies of Google Ads and digital marketing strategy – doing less is actually doing more! Start by target more narrow than you usually would in a Google Ads campaign. Are you getting most of your traffic from mobile devices – just target these. If 90% of your customers are women, just target women. If your main customers are 24-29 years old, then direct your campaign only to this age group – exclude everyone else! If the biggest part of your bet shows results in only three cities, don’t set your campaign for the whole country.
Don’t waste your money targeting other ages, geographic area, genders or devices just because your company may have this target groups set in your overall digital marketing strategy.
Go for more narrow keywords
Along with targeting more narrow, you should go even deeper to get that quality of personalization with customizing Google Ads. Having 2-3 keywords that correlates well with your main keyword in the ad should take place both in your title and in the description. If sneakers from Nike is what you want to campaign around, don’t just go with “sneakers”, but be specific and go with the phrase “Nike Air Max Sneakers” instead. Your target group will on one hand be very limited and specific – but the bid for this certain keyword is probably cheaper. Working with single category keywords such as “shoes” is not as common in Google Ads – only about 5% of ecommerce businesses are large enough to find profit in this.
Define the different campaigns based on the intent of the user, if he or she is a new customer or a returning one, for example. In the shoe example, your Ads will perform better by being more defined. Try adding colour, size, brand name and product category (as well as some more budget!) – to get more spot on results.
Be aware of your different margins in your Google Ads campaigns
Your margins are probably one of the most important things to take into consideration when planning your Google Ads campaigns. If you have products with a wildly different margin, say 25% vs 75% – you should not have these in the same campaign. The granularity is important here, in terms of different margins, products and categories. If you have to cut down on budget for your Ads, you don’t want to mess up the products with the larger margins.
Get to know your ‘ecommerce economics’
If you’re selling clothes, you know how people continuously order the same item in different sizes and simply return the ones that doesn’t fit – making “intentional returns”. If you’re in electronics, on the other hand – the return rate is only around 5%. Return rates and shipping rates vary from company to company, and in turn decides how much you require in return from your Google Ads. Also consider what you must pay in lost sales and orders you cannot fulfil for some reason – if the product wasn’t in stock, for example. Whenever someone clicks one of your ads in Google – you will be charged, even though the purchase is never completed or you have to send the customer their money back.
Based on these different factors, Keywordio has developed an algorithm called Ecommerce Economics that decides your ideal return of investment from your Google Ads. You should never base your sales on the things that doesn’t come through all the way! By answering questions about your margins, return and shipping costs, as well as the cost for any lost sales, the algorithm calculates your ideal ROI on each product.
There’s a lot of parameters to understand here, but when you do – it’s possible to control your Google Ads down to your most profitable keywords. With the Ecommerce Economics tool it’s even easier!
Featured Articles
Top eCommerce Predictions and Trends for 2023
The eCommerce industry is constantly evolving, especially with the advancement in tech in recent years and it can be challenging to keep up with the latest trends and technologies. In this article, we'll be forecasting some of the most exciting eCommerce trends for 2023. Knowing about these trends will help you can stay ahead of the curve and understand what the future holds for online shopping. From continued growth of mobile eCommerce to the rise of social media eCommerce, these are the trends and technologies that are expected to shape the eCommerce landscape in the coming years. Keep reading to learn more!
Google Analytics 4, Privacy and Black Week
Want to move a step ahead in getting closer to your customers? Get hold of Google Analytics 4, a gem for all businesses.
The e-commerce universe is now prepping up for the year’s extravagant fancy sale i.e., Black Week! This is where your privacy game will come into play while customers would be busy browsing lakhs of websites during this shopping spree.
Let us learn more about Google Analytics 4 and Privacy in this blog to accelerate your revenue safely.
Similar Articles
Take Your TikTok Ads to the Next Level
To look into the future, let us peep into the past once. TikTok earlier was loaded with content focused on dancing and lip-syncing videos inclined more towards an uprising for polished platforms and enabling easy access and non-positionality of content consisting of short videos largely.
Top eCommerce Predictions and Trends for 2023
The eCommerce industry is constantly evolving, especially with the advancement in tech in recent years and it can be challenging to keep up with the latest trends and technologies. In this article, we'll be forecasting some of the most exciting eCommerce trends for 2023. Knowing about these trends will help you can stay ahead of the curve and understand what the future holds for online shopping. From continued growth of mobile eCommerce to the rise of social media eCommerce, these are the trends and technologies that are expected to shape the eCommerce landscape in the coming years. Keep reading to learn more!
All About TikTok SEO 2023
INTRODUCTION
We are in the middle of an ongoing search evolution that is gradually happening! TikTok is arguably becoming a search engine, which has been recently acknowledged by Google too.
Why You Should Get Started with TikTok Ads Today?
Amazon and HBO have spent huge money on TikTok advertisements in the U.S. during the months of January and May 2022, says Statista!
And why not? TikTok reached the “1 billion” count on its daily active users in 2022! Hence, advertising on TikTok is just inescapable!
TikTok Ads are booming because their widely diversified audience has helped brands gain high profits with natural virality.
Create Successful Holiday Ads on Facebook & Instagram
Did you know? According to AdMaven, holiday retail sales have reached a whopping $789.4 billion in the year 2021!
It's the holiday season! Everyone right now is on a shopping spree and this is the time, businesses have to be on their toes. If you are not playing with your Facebook and Instagram right now, you are at a big loss in this game of Holiday Ads!
Let us begin by jumping into some holiday insights for the year 2022. Interestingly, shopkeepers have been receptive to trying out new brands across various niches this time round.
Peak Season 2022
How to Solve Privacy for Marketers & eCommerce?
The privacy-first approach is now the eligibility for a business to sustain itself in the current cutthroat competition. It is believably impractical to process a transaction without publicizing your personal information!
So, let us look for a solution and learn how to solve privacy for marketers & eCommerce in this blog.
Google Analytics 4, Privacy and Black Week
Want to move a step ahead in getting closer to your customers? Get hold of Google Analytics 4, a gem for all businesses.
The e-commerce universe is now prepping up for the year’s extravagant fancy sale i.e., Black Week! This is where your privacy game will come into play while customers would be busy browsing lakhs of websites during this shopping spree.
Let us learn more about Google Analytics 4 and Privacy in this blog to accelerate your revenue safely.
Latest Instagram Updates! [July 2022]
We’re thrilled to learn about the new features being rolled out by Instagram and we think they’re going to be a game changer for marketers and creators. These much-awaited updates were finally announced on 21 July by Adam Mosseri, the head of Instagram, on various social media platforms. Keep reading to know all about the updates.
Instagram Influencer Marketplace: The Next Big IG Update for Brands
87% of its users say influencers have inspired them to make a purchase, and 70% of shopping enthusiasts visit Instagram to discover their next purchase. Brands report Instagram influencer marketing ROI is over 5X: $5.20 for every $1 spent on influencer marketing on Instagram. That’s why Instagram has finally decided to launch an Influencer Marketplace and it’s going to be amazing for you - whether you’re a brand or an influencer. Stick with us to know what you can expect from the all-new Influencer Marketplace.
TikTok Statistics – June 2022
Spoiler Alert: this will be a text and data-heavy blog post!
TikTok is available in over 150 countries, has over 1 billion users, and has been downloaded over 9 million times in the Nordics alone. If your brand’s target audience includes anyone between the ages of 13 and 60, you should be on TikTok right now.