Studio Up - Web Agency Milan frequently handles e-commerce promotion on Google. Therefore, we'd like to offer you 10 little tricks to immediately improve your advertising strategy!

1. Segment Everything Possible

Your control over your Google Adwords panel must be almost total and highly granular. Because of this, it is necessary to separate products into increasingly specific categories. You can start by separating top-performing products from standard ones to understand exactly where to invest your money most effectively.
Speaking of exactness: setting up your ad groups will be more tedious, but always use exact match keywords. You will have to insert many more keywords, but you will know precisely which ones perform best and which ones flop!

2. Remarketing Lists

Does setting up automated remarketing lists seem like a useless waste of time and money? A detail for a fancy web agency? Not at all.
The most recommended division is an inverted pyramid structured like this:

  1. Generic visitors: ads will appear to everyone who has visited your e-commerce at least once.
  2. Product visitors: ads will appear to those who clicked on at least one specific product.
  3. Cart abandoners: ads will appear to those who bailed at the last minute and abandoned a full cart!
  4. Customers: ads will only appear to those who have already purchased something from your shop.

A spontaneous question might arise: what is the point of making such tiny remarketing groups? You will be surprised to see that the more specific and precise the target, the better your ads will convert! (If you don't know what remarketing is... click here)

3. Marketing Basics

The usual rules of good old-fashioned marketing apply especially to Google Adwords. Try starting with these three basic tactics:

  • Upselling: someone who has already bought your product might be interested in upgrading to a premium range. Why not offer it to them?
  • Downselling: someone who abandoned your cart was probably scared off by the price. Let's offer them similar but cheaper products, and they'll decide to buy!
  • Cross-selling: couldn't someone who bought a product be interested in related gadgets? When in doubt... show them!
    Are the remarketing lists from point 2 starting to look a bit more useful now?

4. Dynamic Keywords

Every product must have a specific and unique description to perfectly track the ad's effectiveness. This tip is easy to apply if your e-commerce sells a few dozen products... but what if you sell thousands? Do you sit down and edit every ad with the patience of a medieval monk? No.
Ad Customizer will save your day by allowing your ad texts to update automatically and dynamically. If you find this procedure a bit complex, a web agency or a good developer can help.

5. Google Maps and Google Places

Do you have a physical retail store connected to your e-commerce? Did you know you can run Adwords ads on Google Maps too, using Google Places? If you didn't know, now you know.

6. Google Shopping

It might seem like a bit of a "cheap" tool, but do not neglect it for any reason: Google Shopping is a highly effective conversion channel for online sellers!

7. Phone Call Tracking

When we attended the Google conference dedicated to web agencies, they pompously announced the arrival of phone call conversion tracking via Google Adwords in Italy. Unfortunately, there is still no news, but here's a trick: put the call extension on your ads and check how many times it gets clicked to get an idea.
Dear Google: there are several web agencies in Italy that have been waiting for this feature for a while now!!!

8. Keyword Planner & Google Trends

The Keyword Planner shouldn't only be used at the beginning of the campaign. With the help of Google Trends, you must constantly check which words are recommended and most searched in your field of interest, so you don't burn time and money on useless keywords.

9. Mobile

Mobile is gaining more and more importance in online shopping; you must act accordingly and not be caught unprepared. Always increase your mobile bids significantly, but ONLY if your site is mobile-friendly; otherwise, cancel them completely or you will lose a lot of empty clicks! (Ah... if your site isn't mobile-friendly, you should probably change the web agency that built it...).
If there is still mistrust or difficulty in completing a purchase via mobile, a useful trick is to send the visitor an email the same evening, reminding them of the cart they filled via smartphone. It's easier to buy from a computer at home.
Watch your positions! On mobile, CTR drops faster, so you always need to aim for the best positions. Meaning the top? No, the bottom on mobile is sometimes more cost-effective!

But these are only 9 tips...

You can easily guess the tenth... call a web agency that will allow you to invest your money more wisely with state-of-the-art digital promotion! ;) (Image taken from LeadCommerce)---

Studio Up - Web Agency Milan