Online store marketing has one goal
Online store marketing has one main goal, it is primarily sales. Sales and preferably high-margin products, maximizing the number of conversions, and at the same time minimizing the cost of obtaining a lead. The promotion of the online store focuses on: increasing the number of visitors and increasing the number of buyers, focuses on conversions. The goal is to turn visitors to a website that actually purchases them. Google Ads is doing well with this.

How to promote an online store, thanks to Google Ads
The most tailored e-commerce campaigns are product campaigns. They allow displaying photos of the products with a short description, price and website address. Such a product advertisement appears at the very top of the search engine and allows the user to focus strongly on the assortment of the store. Ads of products with photos are much more often clicked, mainly due to the attractiveness and specific information that the customer sees. It’s good to include not only the photo itself, but also the price or the name of the store and the brand. This precise information allows us to find a person who is really interested in our product and is rather determined to buy it. An additional advantage of shopping for a product is its settlement – we pay for clicks. In the case of product ads with a presentation function, we pay when the client develops the ad and either clicks on it or does not close the development until 10 seconds. So we can be sure that the user saw our message. For advertisements of catalog products available locally, the cost is measured by interaction. Calculating the costs of shopping campaigns is based on the number of people who have certainly met or interested in the advertisement, which is beneficial to us as an advertiser. Keep in mind that Google Shopping can not promote services, it is a tool for presenting products.

Re-marketing to abandoned baskets
Re-marketing is an extremely effective method. It allows you to reach people who were interested in the store’s offer. The problem of abandoning shopping carts is quite large, but it is not really clear what exactly causes the customer to stop the transaction at any given time. Perhaps someone interrupted him, the Internet stopped working, he was terrified by the cost of shipping, or maybe a competitive offer arrived. The most important thing is to come back to that person, remind her about the products, about our brand. That’s why online store marketing and re-marketing go hand in hand. There are various re-marketing options in Google Ads. In the case of the e-commerce industry, it is good to target the list of customers. We can use Google Analytics to create a list of people who left the shopping cart and load this customer data into Google Ads and then communicate to specific users through various ads on Google services. Dynamic remarketing also works great in the case of an online store, because it automatically displays in real-time the user of products that he previously viewed on our site. Remarketing is a good way to discard baskets. However, it is necessary to thoroughly analyze such a campaign to bring the desired effects, not to raise negative feelings for the client and for specific messages to be displayed to selected people. The assumptions of the advertising campaign are crucial. Google gives us opportunities, but using them one should remember about the meticulous design of communication to the customer.

Online and mobile store marketing
Online sales do not exist without the mobile market. It’s impossible to hide that mobile dominates. Your client looks at his smartphone several hundred times a day, it is worth using and communicating to him. Google Ads allows you to display mobile ads in search results, on YouTube, in applications and on responsive websites. The advertiser can use text, image and video ads. Use it! Create a campaign only for mobile devices or increase the rates for mobile campaigns. By configuring a mobile bid adjustment, you increase the likelihood of your messages being displayed on smartphones of potential customers. Thus, increasing the chances of success of the campaign.

Other ways of promoting thanks to Google Ads
Google Ads allows a comprehensive approach to online store marketing. Standard search ads will also work for the e-commerce industry, but it’s worth using the various options that Google offers. Online ad extensions are recommended for text ads. In the case of many products – providing a price can also be an effective customer invitation to a website. The extension options in Google ads are not extra paid, so you should experiment with them and see which solution works best.

How to promote an online store with Google Ads? Utilizing most of the options that Google offers. It is very important not to get lost with the campaign, rationally think about its goals and the tools that we will use. Online store marketing in Google Ads requires a well-thought-out communication strategy, implementation and, above all, continuous optimization.

Picture Credit: Mediamodifier

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Have you prepared the content for your ad and already imagine how does your website attract visitors? This perspective looks very promising, but in order to make it happen, you need really good advertising and … Google acceptance. Your ad will have to meet certain standards – otherwise, it will be rejected, Google will suspend your domain, and in the worst case – will permanently suspend your account. Check what to do to avoid it.

What does Google require from ads?
Google Ads advertising policies focus on four different areas. This is: prohibited content, technical and editorial requirements, prohibited practices, and restricted content. In this text we will focus on editorial requirements – you can read about other categories in another of our previous entries.

Why are Google’s advertising policies?
Google’s advertising policies have been introduced to ensure convenience and user satisfaction on the one hand, and to make it easier for advertisers to run effective campaigns on the other. Each ad, prior to approval, is thoroughly verified for compliance with the current Google Ads advertising policies. Only after such verification can it appear to the eyes of Internet users.

Google expects advertisers to have legible, professional ads leading to content that meets their needs and interests. What exactly do these concepts mean to Google? What editorial requirements must the ad meet to be considered correct and valuable by Google?

Clear, understandable content
First of all, Google will require users to provide high-quality content. Advertisements must be clear, understandable and meaningful, as well as closely refer to the nature of the company’s operations and the features of its products or services. The advertising text must be based on specific, clear promotion rules, it can not be too vague. It must contain correct data (including, first of all, name and address), as well as high-quality graphical, video or audio elements. Quite importantly, Google expects both great quality in the ad itself and the content on the landing page.

Easy identification
Each ad must contain the names of promoted products or services. This also applies to animated ads – in their case, the data enabling the identification of the company and products may appear, for example, in the last frame of the film. The text is too vague, also one that seems incomplete or cut.

Transparent style and spelling
Google expects ads that display content that’s intended for their purpose. This means that in the ad text there can not be any content that is not promotional in nature. Google will also punish misuse of other ad units – e.g. placing a phone number in the ad text, using the URL field as additional ad text, etc.

Google’s requirements also include style and spelling – ads with exclamation points in the headline, ads using numbered lists, ads using repetition and other “showy” treatments will be rejected. Quite importantly, ads can not use very vague calls to action (e.g., “click”, “see here”). Advertising texts must not contain excessive spaces. Spelling and grammatical mistakes are also not allowed – the exception is incorrect spelling functioning as part of trademarks, brand names or products, which consistently appears in this form on the website and application.

Relevant requirements will also apply to image and multimedia ads. They must be matched to their size, but they can not, for example, blink or flash too much. Sounds as well as video images should be turned off by default, however, in general, they are allowed.

No capitalization
Google also dislikes the incorrect use of capital letters – excessive use, or, for example, the use of uppercase letters alternating with small letters. The exception is the use of capital letters in the area of trademarks, brand names and products, as well as commonly used abbreviations or coupon codes.

No use of symbols
Google may also reject your ads due to the use of unacceptable symbols. He will not like the exclamation marks in the headline, but also the ad text, repeated punctuation, symbols, numbers, letters used outside his normal meaning (e.g, “@” instead of “a”). The exceptions will of course be signs and symbols used in the area of trademarks or brand names, as well as symbols used in a generally acceptable way – e.g. the symbol “*” as a standard designation of a hotel.

Why should you adapt to Google’s requirements?
It’s important to implement Google Ads advertising requirements. Google wants to help advertisers reach potential customers and audiences, but must also keep in mind their needs and comfort. That’s why, when developing Ads advertising policies, it takes into account many different factors that we should meet. Undoubtedly, it is worth having them in mind, because, as we know, non-compliance with Google’s rules may cause the advertisement to be rejected, in the worst case Google will suspend our domain or permanently suspend our account.

It’s a bit like in the case of the positioning itself – if we want our website to be highly visible in the search engine, we must adapt to the criteria of the California tycoon. However, failure to apply certain rules and principles may result in penalties such as filter (lowering the position of certain words, phrases or proper names) or ban (removal from the search engine).

Picture Credit: Google

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