<aside> ℹ️ This page identifies the major Google Ads types for Ecommerce businesses, covering 1. Performance Campaigns and 2. Generic Keywords 3. Branded Keywords 4. Competitor Keywords.
</aside>
Looking to increase your sales online? This beginner’s guide covers the core advertising campaigns from Google that an Ecommerce business should have, covering Performance Max with a Shopping Feed (Smart Shopping Campaigns) and Search Campaigns based on three different keyword groups (Own Brand, Generic Search, and Competitor’s Brand).
If used effectively, your product will be able to reach a targeted audience in Hong Kong, and appear in the search results for people that are already looking for your product!
You may have heard that it is common for Ecommerce businesses to have ~50% performance max budget and ~50% search campaign budget, ****but what does this mean?
Performance Max is a campaign type that lets you reach large audiences and sell your products online via what was formerly known as Smart Shopping Ads. It's designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps.
https://www.youtube.com/watch?v=ghM5eKVVdOo&feature=emb_logo
Performance Max should be used with a “Merchant Centre Feed” to display existing products in your inventory that are in-stock, and will appear when people are searching for your type of product online. Your product listings will then appear in the Shopping tab, as well as in images that come up when you search.
Image Above: Shopping Ads that include an image, price, brand, and reviews (if available)
✅ Benefits:
❌ Disadvantages:
As shown in the image above, your product will come up in the ‘shopping’ tab/tag. This is a great way to boost your sales because people searching for the keywords are likely your potential buyers. Google lets you optimize the audience reach by the user’s demographic and geographical properties.
Note that you will first need to register to Google Merchant Centre where you can upload your product inventory to the account.
Generic Search works best for products that are actively being searched for and should form the major part of your search campaign strategy on Google Ads.
By using keywords that are relevant to your brand such as “Coffee Capsules”, “Coffee Machine” or “Coffee Beans”, a coffee maker like Nespresso can capture demand from the market. Most customer searches online do not have a specific brand in mind, making this a great way to capture demand when customers are searching for it.