Online stores are one of the most difficult segments of promotion. The result of online store promotion is sales and that's it. No one is interested in impressions or positions. Each project has balances and operating expenses that need to be financed. The most convertible segment of online store promotion is Google Ads contextual advertising, which we will talk about today. This material will be constantly updated due to the dynamic development of the market.
PPC for online stores - only proven and effective solutions!
Google Shopping - the highest efficiency
👉 Placement in the product block of Google advertising.
👉 Advertising of product cards, which allows the user to immediately select a product at the required price in Google results, and ultimately go to the site for a more conversion action.
👉 The most effective tool for attracting conversions, in which 60-80% of online store orders are concentrated.
👉 Keywords for advertising are formed based on the contents of the product feed for Merchant Center.
Performance Max - predictable profitability
👉 Placement in search, product block, and all Google partner sites.
👉 A very good solution for online stores for which it is important to predict the percentage of advertising costs from product turnover or the conversion price, which is achieved by managing rates using artificial intelligence and special Google Signals.
👉 A unique solution that can contain elements of product, search and video advertising.
👉 Outwardly, it has no distinctive features compared to other types of advertising.
👉 To some extent, this is advanced Google Shopping with advanced management.
Search advertising - exact hits
👉 Placement in the Google search advertising block.
👉 Advertising specific URLs for specific keywords, which allows you to achieve the highest level of traffic quality, since keywords can be set yourself, unlike product ads.
👉 A tool that allows you to achieve the most accurate hits for specific purposes.
👉 Due to the width of the structure of online stores, the following types of advertising campaigns are distinguished by the concentration of keywords:
- Category;
- Brand + category;
- Brand + series;
- Products.
DSA - do not forget
👉 Placement in the Google search advertising block.
👉 A more complex type of search advertising, since keywords are formed based on the quality of SEO optimization of the site and the specified dynamic goals.
👉 A rational option when:
- The site is very large;
- Most of the keywords fall under the filter "few requests".
Branded - do not give your customers to others
👉 Placement in the Google search ad block.
👉 Advertising by the name of your online store allows you to push competitors aside a little, and display information in the key you need.
Demand Gen - a new reality
👉 Placement on Google thematic sites.
👉 A symbiosis of banner, video, product advertising. Focused on conversions. It is really something new.
👉 The ability to target by interests and specific audiences.
Display network + video - audience reach and warming up
👉 Placement on Google thematic sites.
👉 The most controversial segment of advertising, according to many internet marketers, due to the lowest conversion rate. But we use it when working with large projects for which the advertising focus for the audience and its reach are important.
Tagging and analytics - you can't do without data
👉 Building a thorough system of communication between the Google Ads & Analytics server and your site data through the GTAG and DataLayer channels, starting from consent modes, viewing the product card and ending with an order in the basket with the transfer of conversion values for the correct construction of ROI-oriented campaigns, including Performance Max.
Conclusions:
☝ Contextual advertising for an online store is a recipe for success. But, it always contains a certain core of tools that will remain classic from project to project: Google Shopping, targeted search, remarketing, tagging.
For expert assessment, development of a promotion system - contact the agency, we will be happy to help.
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