6 New Ways To Get More Sales From Your Ecommerce Adwords Campaign

6 Ways to Increase Adwords SalesThose sneaky folks at Google are constantly testing and releasing new features for their Adwords services.

Fresh extensions regularly pop up, helping you to enhance the performance of your Adwords advertising.

Sometimes it seems hard to keep up. Sometimes we wonder how Google keeps up. Then we remind ourselves that Google has a bunch of people and money and ping pong tables and conference bikes and stuff…

If you don’t have the budget to provide everyone with free haircuts like our friends over at Google, you might like these 6 tips to help you get more sales from your Adwords campaign for your online store instead.

#1 - Product Listing Ads

 

Adwords PLA's

 

What is it?

Product listing ads (PLA’s) are variation on your regular old Adwords ad. The difference? PLA’s show a photo, product name, price, promotional message and your business name. They appear alongside text ads at the top of search results (the place to be) in a pleasant little separate box of their own.

Why set it up?

  • It’s Non-Google Budget Friendly (FREE!)
  • You get to show off your gorgeous product images in your ad
  • You’re all but assured a higher conversion rate
  • More product details on display means that genuine customers are more likely to click your ad
  • You can feature more than once on a single Google search results page (multiple product listing ads can be displayed alongside your text ad)
  • Your product display ads show up based on the product’s attributes and not keywords (This means that they are simpler to manage, without stressing about that crazy SEO stuff…)

Cost

  • Normal CPC rates apply when ads are clicked
  • You might need to invest in some stand-out-from-the-crowd product pics

Fine Print

  • You will need to set up a Google Merchant Account and product feed to run your product listing ads
  • Keep an eye out for Shopping Campaigns - they make it easy to manage and segment retail product listing ads

How to setup

https://support.google.com/adwords/answer/2456103?hl=en-AU

 

#2 - Ecommerce Conversion Tracking

 

Conversion Tracking

 

What is it?

Conversion tracking lets you track purchases on your online store and link these back to the exact keywords, ads and campaigns that your customers have responded to before buying.

A snippet of code can be placed on one of your pages to help you track your conversions, after a successful purchase is made. This works particularly well if you use a ‘thankyou’ page after purchase.

Oh, and here’s 11 ways to boss your thankyou pages courtesy of our ecommerce friends at Elastic Path.

Why set it up?

  • You can track your cost per conversion
  • Improve your ROI by identifying your highest performing keywords
  • See what ads your customers are clicking on across PC’s, tablets and mobile devices to help you optimise your campaigns

Cost

  • Free and easy

Fine Print

  • Enable ecommerce tracking in your Google Analytics account by going to
    Admin > Settings > Account, Property and View > Click “View Settings” > Under Ecommerce Settings, click “On” > Then click “save”

How to setup

https://support.google.com/adwords/answer/1722054?hl=en-AU

 

#3 - Sitelinks

 

Adwords Sitelinks

 

What is it?

Sitelinks are additional links that appear under your Adwords ad allowing you to link to different pages on your website.

Why set it up?

  • More options for potential customers
  • Sitelinks can be scheduled depending on the time of day or day of week (if you have a special flash sale URL for a ‘Marvelous Monday Maroon Mittens Mark-down’ you can pick a set time for the links to appear)
  • You can customize your sitelinks for different devices, so your mobile and tablet friends don’t have to be directed to a site that is not responsively designed

Cost

  • Free to set up
  • Normal CPC rates apply when your ads are clicked though (that’s where they getcha)

Fine Print

  • Keep your Sitelinks description short to allow for more site links to be shown (Your limit is 25 characters anyways)
  • You’ll only be charged a maximum of 2 clicks per ad impression, so the more links, the merrier your wallet

How to setup

https://support.google.com/adwords/answer/2375416?hl=en-AU

 

#4 - Social Annotations

 

Adwords Social Annotations

 

What is it?

Social annotations appear under your Adwords ad, showing potential customers how many people are following your business Google+ page.

Why set it up?

  • You don’t get charged when someone clicks on the +1 in your ad or link to your Google+ page, so you can boost your social following for free
  • Social proof for potential customers can lead to higher click through rates
  • This might help to make your ads stand out from competitors

Cost

  • Free to set up
  • You might be driving some potential customer to your G+ page at the expense of a sales page, so make sure you’re using Google Plus properly, with plenty of great content drawing would-be customers back to your website for purchase

Fine Print

  • You need an active, verified Google+ business page that is linked to your website
  • Your Google+ page needs to have at least 100 followers with regularly updated posts
  • The social annotations show automatically (but not all the time) once their requirements for set up have been met - you can also request to not have these displayed with your ads if you really want to

How to setup

https://support.google.com/adwords/answer/1722132?hl=en-AU

 

5. Reviews Extension

 

Reviews Extension

 

What is it?

The Reviews Extension shares positive reviews, awards or third party rankings with your Adwords ad readers.

Why set it up?

  • It’s free
  • You can tell your customers just how marvellous you really are with an objective quote, award or ranking from a website, person or publication
  • Third party social proof gives potential customers an added nudge to purchase

Cost

  • Like a school kid on a public holiday (Sorry. It’s Free.)

Fine Print

  • Reviews are only available on the Search Network (not the display network) and don’t show all the time
  • Your review should be about your business in general rather than a specific product – especially if you’re retailing gear that your competitors are also pedalling

How to setup

https://support.google.com/adwords/answer/3236114?hl=en-AU

 

6. Dynamic Keywords Insertion

Dynamic Keyword Insertion

Image Courtesy Search Marketing Communications

 

Example:

Headline: Buy {keyword:Dark chocolate}
Display URL: www.example.com
Description line 1: Artisan sweets from Brisbane
Description line 2: Free delivery orders $50 more

What is it?

Dynamic ad text insertion allows you to make your ad more specific to the search term that your customer has used. You can create your dynamic ad text when you are setting up your Adwords ad by adding the code {keyword:<your default term>} to your ad text.

Why set it up?

  • Your ad text magically becomes more relevant to your potential customer’s search term
  • A more specific ad means a higher conversion rate (and hopefully more sales…)
  • Your ad set up becomes a bunch more simple if you’ve got an online stores with thousands of ever-changing products

Cost

  • Free to set up, with normal CPC rates when ads are clicked.

Fine Print

  • The keyword that triggered the ad is shown (not the actual search term your customer used).
  • Normal ad text limitations apply (if your dynamic term is too long, your nominated default ad text will be shown).
  • Double check the keywords in your keyword list to be sure that if the dynamic keyword is shown, your ad will still make sense.
  • You can use capital letters when using the dynamic code ({KeyWord:<womens shoes>} will display the first letter of each keyword as a capital letter).

How to setup

https://support.google.com/adwords/answer/2454041?hl=en-AU

These 6 tips will help you increase sales through your Adwords advertising. Remember to use A/B testing where you can. This will help you measure what tactics and changes are having the biggest impact on your performance.

If you've got a specific question about your adwords, let me know.

In the meantime, good luck online.

Gorilla out...

 

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Author

Nathan Manning

Nathan’s SEO knowledge runs so deep that fellow gorillas question his ability to maintain a social life. Seriously, there’s a lot to know - but this guy is an SEO Rainman. Somehow, he’s still the first primate to the bar, sharing a story with craft beer in hand. After co-founding the agency, Nathan has sharpened his online marketing wisdom into a fearsome internet-dominating weapon. And as any prophet-appropriating digital native knows, the keyboard is mightier than the sword - so Nathan brings his ecommerce marketing wisdom to our Jungle Gym learners as often as he can.
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