What Are the Different Types of Google Ads You Can Use for Your eCommerce PPC Campaign
Because of the global pandemic, online shopping has become more popular than ever. Since many people were forced to stay indoors for a prolonged period, there has been a noticeable switch from in-person shopping to using the internet to obtain the things we need.
As consumers rely on the digital world now more than ever, you must adjust your strategies to attract more customers and generate more sales for your business. This is why if you’re selling goods online and you want to cash in on the growing number of online shoppers these days, you should invest in eCommerce PPC advertising.
Why Advertise on Google?
Pay-per-click or PPC ads let you target specific groups of people, thus, making your advertising efforts more accurate and relevant. What’s more, you don’t need a sizable marketing budget to obtain the results you’re expecting. As long as you have a solid strategy in place, you can attract quality traffic for your online business and generate a significant number of leads or even sales.
When it comes to running PPC ads, advertising on Google is one of your best bets. Why, you ask? Google is the most popular search engine today, and it has a 90% share of the global search engine market. Also, it handles more than 5 billion searches every day. Whether you’re targeting shoppers in the UK or beyond, running PPC ads on the world’s biggest search engine can help you attract more customers.
Google offers various platforms that you can utilise to run your marketing campaigns. Here are some of them:
Google Search Ads
Previously known as Adwords, Google search ads are the ones you often see on the top, bottom, or the side of search result pages. These search ads appear according to the search terms your prospects use on their online queries. They are composed of a headline, display URL, and a description.
Dynamic Search Ads
Running dynamic search ads (DSAs) can be a massive help if you have a large inventory and you don’t want to create and manage search ads for each product you sell. With DSAs, Google dynamically creates ads according to the searcher’s needs. It basically means that the search giant is helping you create ads for people who are looking for products that are similar to yours. This enables you to save time and effort while improving results.
While DSAs can be a time-saver, first-timers are better off getting started with text ads or shopping campaigns first. Also, this type of ads is not advisable if your site only has a few content pages that could limit your keyword potential.
Remarketing is also another excellent strategy for those who dabble in eCommerce. In this strategy, you have a wide range of remarketing ad types that you can use to attract the attention of your target customers. They include:
- Display remarketing lists
- Dynamic remarketing
- Remarketing lists for search ads
- Video remarketing
With remarketing ads, you can reach more prospects through focused messaging without spending a significant amount of money. However, to succeed in this type of Google advertising, you should have strong remarketing lists. For example, in the case of remarketing lists for search ads, you should have at least 1,000 active cookies to obtain the results you’re expecting.
Google Shopping Ads
Google Shopping Ads is also a must-try for eCommerce site owners like you. One of the best things about this type of PPC ads is that they draw on product data, such as prices, SKUs, and images, from your Merchant Centre. Then, as with DSAs, Google will automatically create ads to match those items your prospects are looking for.
Google Display Ads
Composed of images and text, Google Display Ads mainly appear on third-party websites. This type of ads is ideal if you have visually appealing products, such as clothes and accessories. Even if you don’t have visually striking items, Google Display Ads can still help you spread the word about your business by allowing you to build brand awareness and to target shoppers who are searching for niche-related web content.
With people spending a significant amount of time watching YouTube videos, you certainly don’t want to miss the opportunity to run an eCommerce PPC campaign on this popular video-sharing site. There are different types of ads you can run for your online store on YouTube, including:
- TrueView Ads – these are skippable ads that play before a video. They are great for driving traffic to your eCommerce site.
- Bumper Ads – these are short unskippable ads that last for six seconds. They can help you create brand awareness.
- Non-skippable ads – as the name implies, these YouTube ads are non-skippable and can last for up to 20 seconds.
- Outstream Ads – these ads are mobile-only and they appear on partner sites and apps.
Start Advertising on Google
Whether you want to attract more customers or generate more sales for your eCommerce site, running a PPC campaign on Google is indeed something you should try. With Google handling billions of searches every day, taking advantage of the search giant’s massive reach can go a long way towards helping your online store succeed. As such, be sure to check out the advertising platforms discussed above so you can launch a marketing campaign that is tailored for your business.
If you need help running a PPC campaign for your eCommerce site, we at Springhill Marketing can offer you the expertise you need. Having worked with numerous businesses throughout the years, we have developed specialist knowledge of Google Ads and SEO. Contact us today and let us create a bespoke plan just for you.
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