If you're just getting started with Pay-Per-Click Advertising, it's easy to get overwhelmed. There are so many options, platforms, and strategies to choose from when it comes to paid search.
I always recommend that newbies get started with Google Ads.
Google has more than 246 million visitors every day! That adds up to more than 3.5 billion daily searches.
There is no other search engine or website that pulls potential customers in like Google.
So whether you're completely new to them or you're brushing up on your knowledge, listen in as we cover the best practices for getting your money's worth out of your pay-per-click advertising efforts.
As always, if you have any questions and suggestions, please feel free to leave a comment below. Don’t forget to share this with someone who needs to hear it.
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Hey, what's up everybody, Anton Kraly here from ecommercelifestyle.com and welcome back to the podcast. If you're new here, just know that new episodes of the show come out every single Monday and Thursday. So if you're not subscribed yet, go to your favorite podcast player, search for eCommerce Lifestyle and click subscribe. Because what we do every single week, two times is put out a new episode that is designed to help e-commerce store owners to increase their revenue, automate their operations and become the authority in their niche. Now, in today's specific episode, I'm going to be sharing seven different tips that you can use to earn more money from Google Ads. And yes, this is paid ads.
And if you're new and just getting started with PPC or pay-per-click advertising, it's definitely easy to get overwhelmed because there's so many different options and strategies and different ways to configure your ads and your ad accounts when it comes to paid search. But just know as a starting point, if you're new, I always recommend starting with Google Ads. That's because they have almost 250 million people visiting every day and something like 3.5 billion daily searches. So the volume is there. There's nothing else online that has that much potential reach, specifically targeted reach that can allow you to basically scale and grow as big as you want, as long as you set things up correctly. So listen to this whole episode. Again, I'm going to cover some of the best practices and show you seven different tips that can definitely help you get your money's worth out of all of your Google Ads pay-per-click advertising efforts.
Now, the first tip I want to give you, actually takes place before you even log in to Google Ads. So tip number one is clearly define your offer. What do I mean by that? I mean, what are you going to be sending people to? Is it going to be a product page that people can go to and buy something? And if they're going there to buy something, why are they going to buy it from you? If it's a physical product, are you going to have some type of limited time discount or a bonus offer? But what is that offer? Where are you driving people to? Is it going to be a lead generation form? Meaning you're trying to send people to an opt-in page and get their name and email address in exchange for some type of freebie. Is it going to be a blog post on your site that you're sending people to, to try to deliver value and build up a remarketing audience?
Whatever it is, you need to know what that offer is. It needs to be clearly defined before you even log into Google Ads, because if the offer is not clear, if it's not valuable, if you don't know where you want send people, honestly, nothing else even really matters there. So, that brings us in to tip number two, which is the different pay-per-click advertising campaign types. Because what's cool about Google Ads, I mentioned in the beginning of this episode is how many different searches and impressions are available there. But they also have all these different properties, right? So when you say Google, people typically think, "Okay, Google, somebody searches for something and I appear at the top of the list." And yes, you can do that. That's one option. That's called search text ads. And these are literally text ads. So just words.
Another campaign type is Google Shopping ads. These are some of my favorite. These are basically just results that come up in Google Search and on the Google Shopping tab that show product photos and prices and store names. They show star reviews. These are great and if you're promoting physical products, I highly recommend for your campaign type that you're running a Google Shopping ad. Now, other types of ads you can run through Google Ads are Google Display Network ads. And these are basically images, like you can make images and banners that would appear on different websites that use Google to monetize. So an example would be, let's go back to our offer, right? From tip number one, if your offer is a valuable blog post, that is going to deliver value and try to help build up your audience that you can eventually sell to, well, for that type of campaign, I would recommend doing a Google Display Network campaign, where you have an image ad that is showing off whatever that blog post is about and using that to build up your remarketing audience.
Again, if it was just a physical product offer, I would recommend using a combination of Google Shopping ads and also using the Google Search text ads. Now, another option you have when it comes to campaign type is video ads. And these can be shown on YouTube because YouTube is owned by Google. So again, another place to get a ton of impressions, a ton of quality traffic and visitors. Video ads, for most people, you don't need them when you first get started and I wouldn't really recommend it, simply because it takes that extra level of technical knowhow in creating a good video or a great video. So get started with Google Search text ads, with Google Shopping ads and with Google Display Network ads and make sure that you have your offer set up in advance and you should do just great as a starting point. But that does take us into the third tip that I want to share with you, for how to earn more from Google Ads? And this is to make sure your targeting is set up correctly inside of your advertising campaign.
Now, you have different options, right? Who do you want your ads to show to? Well, if it is Google Search text ads, again, those are just literally text ads that appear after people search on Google, right at the top of the list, then it would be a good idea to use long tail keywords for the audience you want to target. So let's just say, for example, you're selling grills, right? Okay, so you have a grill website. If somebody searched for something like portable charcoal grills, you would want a search text ad that then appeared on the confirmation page or on the search results page of Google that linked to the collection on your Shopify store for portable charcoal grills. So with search text ads and the audience, you should be targeting keywords that are as relevant as possible. Not something generic like grilling in that example, but again, something like portable charcoal grills.
Now, as far as targeting for Google Shopping ads, this is a little bit different because you're not actually able to input keywords that you want to appear for. Instead, the way it works is you upload all of your product feed from Shopify or whatever platform you're selling on, and you connect it through Google Merchant Center, which then allows you to use Google Ads to promote the products there. Now, this is going to pull keywords from your product catalog. So it's going to pull keywords automatically from product names, descriptions, SKU numbers, basically any content on your product pages.
Now you can get really creative here if you want to make a lot of money with Google Shopping ads, and you can do this by using negative keywords. I definitely don't have the time or the ability to explain this in an audio podcast, but if you're serious about Google Ads and you really want to dominate all of these ad types, but especially Google Shopping, be sure to go to dropshipwebinar.com after this podcast, dropshipwebinar.com, where you can get a free training from me and also a special offer on my program, the Drop Ship Blueprint that was voted best e-commerce course by Shopify.
And in that program, I have multiple trainings in-depth, over the shoulder showing exactly how we set these all up step-by-step to get amazing results. With that being said though, let's move on to the next type of ad you might run. And we can combine these with whether it be Google Display ads or video ads. When you're setting these up and using targeting, my advice is to target what are known as audiences and audiences on Google Ads are people with similar interests. So, let's just say you were selling the grills, the barbecue grills, you can there make an audience of people that are interested or in market, it's called, in grilling. And then they can see your display ads and your video ads. Also, another note, video ads and display ads are great for remarketing, but we'll cover that in a future tip of this podcast.
For now, let's just jump into tip number four, which is choosing the right bidding strategy for your PPC ads. So as you're setting up these campaigns, right? You set up your campaign, you choose your campaign type. It's going to give you a bunch of options when it comes to bidding strategy, and you have the options of choosing automated bidding or manual bidding. Now, automated is basically Google saying, "Okay, we're going to try to find whatever price we can get you results at and we're going to spend that." Like they're going to take it into their own hands, not an actual person at Google, but Google's AI. Now, manual bidding means you're going to set your price. So let's just say, you're willing to spend up to $20 for a sale on your website. You would put $20 as your target CPA, Cost Per Acquisition and Google won't spend more than that.
Now, people that run paid ads like I do definitely have mixed opinions on what works better. My advice is always with new accounts, use manual bidding. It's the best way to ensure you're not going to overspend. And then once your account has a bunch of history and hundreds, or if not thousands of transactions that are being tracked, then it's okay to experiment with automated bidding. But if you use automated bidding before your store or your online business has a bunch of historical data inside of Google, it doesn't know what your actual costs are and your costs are going to get very high, very fast. So remember manual bidding in the beginning, as you see a lot of success and a lot of results, then start testing automated bidding to see if that can get you even more results.
So, that takes us right into the fifth tip that I want to share with you. And this is tracking your ad conversions. Now it's not difficult to set up proper tracking to see where you're making money from, meaning which ads are turning into customers, but it's extremely important. So, the first thing I want you to do when you set up your Google Ads account is make sure you link it to your Google Analytics accounts. Then what you have to do is make sure you enable Enhanced Ecommerce tracking and then set up conversion events for sales in your store. Or it could be set up conversion events for the number of leads that come in. Either way you want to set it up, so you're tracking everything that's happening in Google Analytics. And because Google Analytics is linked to Google Ads, all of that data will be there.
So then after a few days and a few weeks and a few months and a year, and for the lifetime of your business, you will know exactly which ads are making you money and which ones are not. The reason we want to know that is so we can cut the losers and scale the winners. Again, in podcast format, I hope it makes sense and we're on the same page, but I know it's probably hard to think, "Okay, let me open my computer and do this all." So if you want to see me do this literally step-by-step, over the shoulder, exactly how I set it up so you can copy what I do, be sure to go to dropshipwebinar.com. Again, get my free training there. And then I would highly recommend you enroll in the Drop Ship Blueprint, which is available at dropshiplifestyle.com. I'll link it up below. And again, that's where you get those over the shoulder video lessons of me doing this.
Now, that takes us right into tip number six, which is to audit your own Google ad campaigns. Now, I personally do this about every week and you might want to do it more frequently or less frequently, depending on how much money you're spending on ads and whatever makes sense in your business. But what I mean by auditing your own accounts, is by simply logging in and then looking for changes. So, cost increases or decreases, sales increases or decreases, look for new opportunities to expand into new keyword targeting or new audiences. And if you see that if geographic targeting is doing better, even in some certain states, then maybe you want to move more money there. But you want to do this, so you're not just letting things run and three months later being like, "Oh, I wonder how things are doing?" It doesn't take long, maybe 30 minutes a week. Again, that's if you're spending a lot of money, you could do it every two weeks if you're spending less. But look at what's working, look at what's not. Optimize it and make sure you're always getting the best return on ad spend possible.
We actually show you how to do this with a live audit inside of the Drop Ship Lifestyle members area too, which is pretty cool. And again, what we do with this data is make changes to get back on track or to keep growing what is working. So, that takes us in to the final tip of this podcast guys, tip number seven. And that is to make sure you are using retargeting campaigns for your pay-per-click ads. Because a lot of what I talked about, like for example, the Google Shopping ads and for the Google Search text ads, a lot of the traffic you're going to be bringing in, is people that should be ready to buy, right? They're searching for your products. They're clicking your ads, they're going to your store, but they're not obviously all going to buy right away. So you want to set up some Google Display ads and some Google video ads.
Again, if you're comfortable on video, but at a minimum Google Display ads that are remarketing people that visited your website, that didn't buy. This is a great way to make sure they don't forget about you and to get them back to buy sooner rather than later. So, some ideas like to give you a few basic ones to get creative with your remarketing, you can do things like offer a coupon code and send them back. You can mention how many items are left in stock so they can come back and make sure they get it before it's sold out. You can remarket with different timely promotions, maybe 4th of July, Memorial Day, Black Friday, Cyber Monday, whatever you want to do. And just make sure you're giving people a reason to come back and complete that purchase and not forget about you.
So, hope you found this episode valuable guys. Again, I know it's a lot to share just in an audio format, but if you want literally the hours upon hours of in-account training that I have, be sure to go to dropshipwebinar.com to get that. And again, if you're not subscribed to the podcast yet, be sure to go to whatever podcast player you're using. Just go to the eCommerce Lifestyle page, click subscribe, and you'll get a new episode every single Monday and Thursday. Also, if you got value and you're listening on Apple Podcasts, I would really appreciate it if you can leave us a review there, it means a lot and I do read all of them. So, thanks in advance. And with that being said, I will talk to you next Monday for the next episode of the podcast. Have a good weekend, everybody. See you.