Plenty of businesses are now spending money on Google and
Facebook ads, but not all businesses know how to generate the maximum amount of
profit from their campaigns.
So how can you improve your results within a matter of
weeks? Read on to discover 4 simple steps to generate greater profits from
AdWords e-commerce campaigns…
1. Run Google shopping ads
Google Ads are those that show up with product images with
their prices featured below. If you’re trying to sell products but aren’t yet
running Google shopping ads, then you’re definitely missing out. Google
shopping ads are able to generate 50% more of revenue for an ecommerce
campaign, so if you’re not running them yet then you should think about doing
so some time soon.
To do so, simply:
Create a Google merchant account
Create a shopping feed
Set up a Google shopping campaign
2. Add negative keywords
So, your shopping ad campaign is up and running, now it’s
time to enter the keywords you don’t wish to show up for. This ensures you
don’t end up wasting your budget on keywords that aren’t converting.
To tell Google which keywords you don’t want to show up for,
go to your shopping campaign, click on ‘keywords’
then click on ‘search terms.’ Once
there, you’ll find information about terms that have a higher cost or a super
low CTR (Click through Rate), as well as those with a low conversion rate
and/or a high CPA (Cost per Acquisition). In doing this, you end up spending
less money on clicks that aren’t targeted and converting, and more on terms
3. Adjust mobile and desktop bids
Next, it’s time to look at mobile and desktop bidding.
Chances are you’re paying the same per click for mobile and desktop devices,
though one of those devices will almost certainly have a higher conversion
rate. For instance, you might find you have a higher conversion rate on desktop
If this is the case, make sure you pay less per click on
those devices that convert lower, so that more of your budget goes towards
devices that have a higher conversion rate. Again, select ‘Settings’ then ‘Devices’
to adjust your bids per device accordingly.
4. Create search campaigns for converting shopping terms
One final way to generate better profits from your PPC
campaigns is to create search campaigns for those terms that are converting in
your shopping campaign. You’ll be getting plenty of clicks and conversions from
your shopping campaigns, and as such you’ll soon discover which terms work the
best and also faster than if you tried to set up a search campaign alone.
To do this, allow your shopping campaign to run for a few
weeks or months, then click into the search terms report again. Once here, sort
your report by conversion rate and set up your search campaign ads for the terms
that are already converting. This makes it easier to build profitable search
campaigns for your products whilst running regular shopping ads.
AdWords is a bit more complex than it looks, but absolutely
worth the time, effort and money. When you do your research and find clever
ways to optimise your campaigns, you’ll soon find yourself running successful,
profitable PPC campaigns.
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