Your goal with AdWords varies based on the type of website you have. Sometimes it is to drive people to a lead capture form where the conversion happens offline. Other times it’s to bring someone into your brick and mortar location, like a restaurant. With e-commerce sites, the purpose is clearer since someone can make a purchase directly upon landing on your site. Although there are best practices to follow for AdWords in general, here are a few tips specifically for your commerce ads.
Using call-out extensions
Call-out extensions highlight special features you want people to know about your company with a short phrase, or call-out. For e-commerce, some good call-out phrases include “free shipping” or “next day delivery”. You may be in a very crowded market so you need to point out something about your business that would encourage people to buy from you. Experiment with different call-outs so you can discover what appeals to shoppers. Some people may not care about the speediness of delivery, but free shipping is turns them into a new loyal customer.
Set up e-commerce tracking in analytics
You’ll want to set up e-commerce tracking in analytics so you can understand the full user journey through your site. I can’t say it enough, a click on your AdWords ad is not a good enough success metric – especially with e-commerce! When e-commerce tracking is set up, you have granular level data available about the behavior of your visitors.
Use ad schedule bid adjustments
With an e-commerce site, it may make sense to have an AdWords campaign run 24/7 because people can buy any time. However, just because they can buy any time of the day, it does not necessarily mean they are serious shoppers. Review the dimensions in your AdWords account to see when people are clicking on your ad. Through the use of reports, you can understand if the people clicking on your ads are surfers or buyers. You may find a lot of clicks in the middle of the night represent people who are just killing time because they can’t sleep and are not in shopping mode. Maybe the prime time for your buyers is early afternoon on weekdays because they do their buying on their lunch break. Monitoring these numbers can help you determine whether ad schedule bid adjustments should be used to turn off your ads at certain times.
Use location bid adjustments
With an e-commerce store that ships all over the US, why would location matter? This depends on what you offer. For example, I have a client who sells a high end product. When I reviewed her analytics, I noticed most of the buyers are in New York and Los Angeles. We adjusted her campaign a bit to focus on specific areas of the country where we see most of her revenue. It doesn’t mean there is not a market in other areas of the country. We were just seeing that these two were popular areas. Based on what you find about location of lucrative buyers, consider location bid adjustments in your AdWords campaign as well.
Use remarketing to target shopping cart abandonment
People abandon their shopping carts for a number of reasons. Personally, I have done it many times when I see those extra costs upon checkout. I may be ready to purchase a $20 item, but it’s not until I get to the end that I see shipping and handling just added $15 to my $20 item! In this case, remarketing to me with a free, or significantly discounted shopping offer may get me to come back. Although this is an obvious tip, if this is happening a lot, you may need to evaluate your overall pricing strategy. Should you charge a few more dollars for your items so you can cut down on abandonment if shipping and handling appears to be the deal-killer?
Always review your AdWords account with a critical eye and consider some of the above tips in any campaigns you have for an e-commerce site.