Google Ads can be a great tool for you to grow your webshop. Today, I’ll share with you 7 great reasons why Google Ads can is great for your business.

Keep in mind that Google Ads will get you there if you give it enough time to work. It typically takes time before your campaigns give you great results so try not to focus on the short term results too much.

It's the showdown of the century.

Managing a business is not easy, it can consume most of your time. Perhaps that's the reason why not many who own a business are able to invest their time in learning Google Ads. A lack of understanding of the basics results in making mistakes with ad campaigns that harm their businesses.

To combat this, I've compiled the top 5 Google Ads mistakes that I've seen businesses make time and time again. Let's jump right in!

Google Ads, formerly know as Google AdWords is a powerful tool for businesses looking to make more money. Google Ads can help you tap into specific markets, increase your sales conversion rates, and create leads. It's important to know how Google Ads work in order to get the most out of them for your business.

The 6 tips below will show you how you can use Google ads to increase your conversion rate and scale your business!

S360 is a digital marketing agency located in Denmark and in this article Hermanni Nurila goes into detail as to how they've leveraged their digital marketing skills to grow an 150 year old retail company like Stockmann.

The Google Holiday 2020 Calendar brings a great webinar hosted by Julie Vandingen which offers many great insights into the consumer market in Northern Europe.

A new report from Cisco says that online video will be responsible for 80% of all internet traffic. YouTube is by far the most popular video sharing site online with over one billion highly engaged users and over one billion display hours every day.

Your customers are definitely there – but succeeding with digital marketing on YouTube will take a lot of work. You need to create high-quality content and invest in testing and targeting to be successful. But it will be worth the effort.

Running an e-commerce business today isn’t what it used to be. The general trend for Swedish retailers is that the profit margin on average is as low as three percent. The fast-growing e-commerce segment makes it even harder to keep the margins up. That’s why it’s becoming really important to focus on ROI by improving the digital marketing strategy of e-businesses. Here we present you with three top strategies you can use.

Both reporting and business intelligence are valuable methods for any e-commerce that wants to achieve great results in Google Ads. Read on to find out their main differences, and how you can use them in your business.

Google Ads and Criteo are the most common tools to use for re-marketing. Re-marketing is when you create personalized ads for people that have previously visited the advertiser’s website. Both are advanced re-marketing tools, suitable for companies of all sizes. So how will you decide on which one to invest your time in?  

Creating effective audience lists in Google Ads is an easy way to keep track of your re-marketing lists. In this post, we present you with our top three choices for audience lists that can prove valuable when working with your re-marketing campaigns.

Re-marketing means getting in touch with people who have previously  visited your website or mobile app. It’s a powerful form of online advertising which allows you to present ads to people that are familiar with your company, whilst they’re browsing the web. This is a smart and strategic way of inviting customers to come back to your website and cuts costs, boost conversions and strengthen your brand.

In today’s competitive world, Google ads can be a great way for businesses to stand out from other search results. But running ads is getting more and more expensive, and many ecommerce companies aren’t optimising their search strategies as much as they could in order to increase their ads’ ROI.

Negative search terms, or negative keywords, are an important part of a well targeted campaign. By using them, you’ll avoid having your ads show up when the wrong users are looking for the wrong things – and ultimately save a lot of money on your search campaign.

The first thing you should know about Google Shopping is that it’s primarily great for attracting new customers. Returning users will find you in completely different ways – through newsletters, brand searches on Google, or your direct website or webshop.

The possibilities with Google Shopping ads are multiple, and requires wise targeting, multiple campaigns as well as an updated product feed in Google Merchant Center. This is how Google Shopping works!

While having an E-commerce store 10 years ago gave you a competitive edge compared to the stores/outlets selling similar products, today's customer's buying pattern has changed a lot. Today having an E-commerce store is not sufficient to gain the audience and target the customers just as easy as we thought.

Google Has Introduced 4 New Search Ad Position Metrics To Get The Most Out Of Average Position.

A primary query that most clients pose is – “How much traffic will Google Ads thieve away from organic channels in general.”
This happens to be a major concern for most business owners. Why pay for
something you can get done for free?!
We aimed to figure out that very same puzzle. (You’re welcome!)

Is Google Ads, the Robin Hood to other organic channels or does it take away from them and keep to itself?
That is the question!
To complete a successful attempt at understanding this enigma, several ecommerce accounts were put through Google’s Analytics grinder.
We will be expanding on the results in this document.

Bear in mind though, we are talking about accounts that have had more than one touchpoint.
So, if a client were to hypothetically, to punch in the URL to your portal and purchase some of your ‘merch’, (nice bubble) you aren’t going to find them in the reports we’re touching upon in this article.

The most common path taken by clients who utilize Google Analytics is that of paid search x2.
In layman speak, if John/Jane Doe were to click on a paid ad twice before making a purchase, it would account for 2.5% of the total sales, during that respective period.

The second most common path to conversion is that of a client approaching your business directly.
As in, if Mr. or Ms. Doe stumbled upon your website by way of a google shopping ad, and upon learning of your company’s existence, were to come back to said portal and make a purchase – this would result in a ‘direct sale.’
Although paid search x2 amounts to more conversions, paid search (direct) accounts for higher revenues.
By how much you ask?

3.4% of the total sales.
And, through Google Analytics, this is flagged as a direct conversion, irrespective of the fact that the client first found your business through a paid source.

Google Skillshop has many great courses but where should you start? Here are our top 8 courses for free online learning within Digital Marketing, Google Ads, Google Shopping, Youtube, Conversion rate optimization CRO and A/B testing. 

At Keywordio we work really hard to learn fast and share our insights so you can grow your webshop. 

For myself, I have set a morning routine to start every day reading one article, and on Fridays I have blocked 2 hours in my schedule for deep learning.

Hope you find something interesting in the free online course below. If your favourite free marketing course is missing drop me a link ( jonas@keywordio.com ). 

1. How Ecommerce should set Google Ads targets

Link to the course: How Ecommerce should set targets in Google Ads and Google Shopping

Learn what many CMO and Ecommerce manager miss in their current Google Ads and Google shopping strategy

This online course will give you a simple tool and dashboard that you can use to set the correct targets for your Google Ads and Google Shopping strategy.  Either if you are using an external agency or manage Google Ads yourself. Setting the right targets is key for your success.

In this online-course you will learn how to use a simple tool in Google sheet to calculate the optimal target for your business. Learn how to follow up and track your progress in Google Ads or Google Shopping.

Get the free tools used and shared in the online course

- Google Sheet template for ecommerce economics, The ultimate tool for setting your ROAS Target in Google Ads

- Data studio, Dashboard for you to instant access and following your progress towards your targets.

- Video guided tour so you can step by step follow how to analyse the performance in Google Ads and Google Shopping.

Google Skillshop (former Google Academy for Ads), Googles own platform for online courses and free learning

 - Competence level: Full range from beginner to advanced level of experience.
 - Time: Full range from bite sized segments upto long courses with certification tests.
 - Format: Online - Combination of written, video and engaging quizzes.

Google Skillshop (former Academy for Ads)

Top course that we recommend for Google ads and Google Shopping on Skillshop:

2. Google Ads Search Certification, learn the basics for search and Shopping

Link to the course: Google Ads Search Certification, learn the basics for search and Shopping

Google Ads Search Certification covers basic and intermediate concepts, including best practices for creating, managing, measuring, and optimizing search ad campaigns across the search network.

Time: 9h Competence level: Beginner

3. Google Ads Fundamentals , get the best practice right

Link to the course: Google Ads Fundamentals , get the best practice right

Google Ads Fundamentals covers basic and intermediate concepts, including the benefits of online advertising and Google Ads, and best practices for managing and optimizing Google Ads campaigns.

Time: 3.7h Competence Level: Beginner

4. Google Shopping Certification, from feed to remarketing with Shopping

Link to the course:Google Shopping Certification, from feed to remarketing with Shopping

Google Shopping Certification covers basic and intermediate concepts, including creating a Merchant Center account and product data feed and creating and managing Shopping campaigns.

Time: 7.3h Competence Level: Beginner

After you have taken these four courses you have a great foundation and basic understanding. If you would like to dig deeper into more advanced features read this blog post about 3 most important audience lists in Google Ads or How to use re-marketing in Google Ads

Optimize performance

Optimization means using performance data to find what gets results and doing more of it.

5. Primer, learn quick and fast in your own pace

Take me to the course

Primer App, Google own app for bite size learnings
- Competence level: Beginner to mid level of experience
- Time: Short
- Format: App based course for iOS and Android

Find Valuable Insights in Peoples Online searches

Understand and read more the just what people search for. Understanding intent and use that will make a big impact and generate new ideas for your online marketing.

- Competence Level: Beginner
- Time Short

Cloud for Marketing, Google cloud

6. End2end DEMO on Youtube for using Big Query,

Take me to the course

In this session, you'll learn how to use Google Cloud technology to: 1) test a hypothesis for how to drive profitability for your business; 2) identify an actionable plan firmly rooted in data and Machine Learning driven insights; and 3) execute on it in the form of a personalized marketing campaign.

Time: 72 min Competence level: Advanced

Scaling Interactive and Insightful Dashboards with Data Studio and BigQuery

7. Google Data Studio and visualization of Big Query for Ecommerce

Take me to the course

Large datasets in BigQuery might make it cost prohibitive to scale dashboard solutions. Unless carefully designed, solutions can lead to queries piling up with repeated viewing and result in significant costs in BigQuery. Google Data Studio lets users build interactive shareable data visualizations using their BigQuery data. In this session, we will show the common failure points and how you can build scalable, interactive, insightful dashboards in Data Studio from BigQuery data.

Time: 35 min Competence level: Advanced

8. The CRO Course: Win on Mobile, Learn how to A/B test and increase your conversion rate

Take me to the full CRO course

Most companies get more visitors from mobile than desktop, but many mobile sites are still not optimized to perfection. The result is suffering conversion rates and missed revenue.

It's time to fix this!

Learn how to build your own framework for how to continuously experiment and improve your customers experience in your webshop. Getting the right traffic to come in from Google without a giving them an amazing mobile experience is a big waste of money.

In this course you learn why and what to test. How you easy can run qualitative studies to learn more about your users. How quantitative studies help you take data driven decisions. 

Below you can go straight into a separate if you dont have time to take the full course

Why mobile is important

In this article we will look at the basics of attribution modelling and why it can play a crucial role for your e-commerce. We will discuss what, why and how to deal with attribution.

What is Attribution Modelling?
Attribution modelling is a system which can help you get the most from your marketing mix. Today many shoppers are used to searching for information and best prices so they will not necessarily purchase the first offer they see online. However, each time they return to your page they might do so through a different channel. Attribution modelling means that you look at these different channels and encounters or interactions and give them a value so let's have a look at the different types of interactions that can take place: