In today’s day and age, the internet drives nearly everything that we do – especially commerce and consumerism. The world of eCommerce has exploded in recent years, and it has grown alongside another significant advancement in technology that has become part of our daily lives – mobile technology.
In order for eCommerce to grow the way that it has, there needs to be significant buy-in from consumers to leverage the power of their mobile devices and take advantage of instant access, instant information, instant contact, and instant satisfaction.
I’ve seen first-hand just how quickly the eCommerce space has grown. I’ve watched businesses come and go, and I’ve watched small brands turn into eCommerce giants – all because they played their cards right and knew what to do to make the most out of their marketing and advertising campaigns.
One cannot discount the importance of Google as it relates to eCommerce, and in this article, I am going to provide you with some critical tips to help you scale your Google Ads campaign to spur your eCommerce growth. If you’re interested in learning all about what I’ve seen throughout my career, take a look down below to get started.
Get On Google Ads – Especially If You’re An eCommerce Business
One of the most important steps that you can take as an eCommerce business owner is to leverage the power of Google Ads. This means getting on Google ads if you aren’t already. Essentially, Google Ads is an online advertising platform built and designed exclusively by Google.
Not only does it provide businesses with a quick, easy, and simple window into the Google platform, but it also helps you take advantage of Google’s range of features, which will only help you later on in terms of SEO, discoverability, accessibility, and more.
You Need Studio Quality Images
Businesses often disregard the need for high quality imagery – and that is certainly one of the biggest mistakes you can make as a business owner using Google Ads. Remember, the mobile world is dominated by social media – and with that, comes a wave of imagery. Content is delivered in the form of quality images that compel readers to learn more about a brand, product, service, story, etc.
iPhone photos simply won’t due on Google Ads. Instead, consider investing in high quality studio images that help you sell your product or service. You’ll notice quite quickly that investing in your advertising materials will pay dividends for you later on.
The Story Matters
Today’s consumers want more than just flashy imagery and good prices – they do want those things, but they want something else to go along with it. They want a compelling story. I always tell eCommerce businesses that a good Google Ads campaign is a campaign that tells a good story. It’s a campaign that has something to share other than a product or a service. It’s all about adding value to the lives of consumers – and you do it by telling them a story.
Consumers want to connect with a brand on a personal and emotional level. They want something to buy into, so that they feel proud for supporting your brand and purchasing your products or services. When publishing advertisements on Google Ads, you want to tell a story that resonates with your target audience, and you want to reinforce that story consistently with every ad that you publish on the platform to ensure that your brand identity remains clear and consistent over time.
Layer Your Marketing Efforts
Lastly, and this is something that many businesses forget about – you need to layer your marketing efforts to truly be successful using Google Ads. For instance, in the top of your marketing funnel, you should simply be focused on creating awareness. Think of it like making a first impression with your new boss, or meeting someone new for a first date. This is where your potential customer will meet you for the first time, and you want to be sure that they come back for more.
In the middle funnel, this is where you take them on the date. Here, you’ll reiterate your messaging, and you’ll pitch your story. If you’ve done well enough with your first impression, then they’ll want to journey deeper into your story to learn more about what you really have to offer them.
At the bottom of the funnel, this is where you’ll want to make them feel confident in their choice to open themselves up to your brand/story. Here, you’ll want to create an environment in which they’ll feel safe to invest their time, money, loyalty, etc. It all begins – and ends – with a clear and strategic CTA.
These are the four things that I consider the blueprint to successfully scaling your Google Ads Campaign to achieve e-Commerce growth. If you use these elements to create an enhanced shopping experience, your consumers will end up having a stronger connection with your brand, resulting in success.
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