9 ways to use Google Ads effectively for your store

Why it is worth investing your time and money in Google ads

The way internet content is consumed is changing. In the early days of e-commerce and Google, users only shopped at their desks. At the moment, the smartphone is the dominant online content consumption channel. According to data collected by HubSpot, already 59% of users believe that the ability to shop using a mobile device is one of the deciding factors when choosing a store.

Advertising on Google is often a tool to literally and figuratively reach to the user's pocket.

Therefore, it is even more worth devoting time and attention to creating an appropriate advertising strategy.

How to create good ads on Google

A good advertisement is one that reaches a high level of conversion and a favorable return on investment. In the case of high click-through rates and low conversion, the store burns cash without any return on it. When there are a few clicks, your ad prevents you from reaching the customer. In such a situation, even the best conversion will not help.

That's why we've gathered tips to help you create an ad that leaves the competition behind and helps you reach the right customers effectively.

Appeal to your client's need

The products can respond to many different customer needs. Sometimes the same product meets different purposes for different target groups. Some parents can view an expensive set of blocks as a source of joy and an investment in a child's development. For others, the same product is just a few hours of peace and quiet, bought for a hundred euros. A food processor can be a gateway to better, healthier meals, and for others, a way to simply get food faster.

The role of a marketer is to name these needs and identify the goal that the client wants to achieve with a purchase of a product. Without this, the buyer himself will have to discover what he or she needs to solve a problem. Or, more likely, will reach for an offer from your competitor who has applied more effective advertising.

Use limited time offers

Through the extended offer, Google allows the use of promotions for a limited time. Adding a time restricted element is a frequently used and very effective tool in both offline and digital marketing as well as in sales.

According to Adestra report, using a timer to countdown the Black Friday promotion resulted in a 400 percent increase in conversions. The feeling of running out of time and the fear of "missing an opportunity" is a strong motivation for customers that it has a real impact on conversion rates.

Name specific benefits

This advice is directly relevant to naming customer needs. Almost all products sold are described using indicators, data or information that can be used for marketing. In the case of technological gadgets, these are the parameters of the devices. Toys contain information about the materials from which they are made or the components of the set.

Referring to specific product parameters increases the credibility of the store. Just as referring to a need awakens the client's emotions, reaching for particular parameters can reach the rational nature of the client's mind.

Address the client directly

From the clients perspective, their own problems are the most important ones. That’s why clients care most about solutions to those particular problems. Obviously marketers are eager to shorten the distance and address directly to the target audience about solving "your" problems.

However, this type of communication must be carried out carefully. The client must actually identify with the problems and needs presented in an ad. That’s why great knowledge of the market and the target group is a must.

The worst strategy in this context would be bragging about your own company. Although from the perspective of the owner and marketer, communicating their own splendor seems to be an interesting direction, the client does not feel fascinated by an anonymous company and is more likely to look for someone who will help him solve the problems that bother him.

Aim locally

Based on the data provided by Google, the dynamics of local searches ("near me") is growing up to 150% faster than similar searches of a more general nature. This means that although the Internet allows theoretically to use the services of stores from around the world, in practice users often prefer to reach for local service providers.

From the user's perspective, a store close to his place offers many benefits:

• Potentially easier return
• Shorter waiting time for the shipment
• The possibility of easier verification of the supplier's credibility
• HubSpot's data shows that 72% of users went shopping to the local stores they found within five miles (approximately 8 kilometers).

Companies with a nationwide reach may differentiate searches depending on the city and province. A chain of stores can see which locations bring the best ROAS, while local businesses don't risk wasting their click budgets from remote parts of the country.

Use all available ad formats

In the case of online advertising, it is not worth saving on creations. Use all possible media elements. Modern Google ads allow you to embed multimedia, films, animations and enrich the message with options such as information about a limited time.

If your company does not reach out for these opportunities, your competitors will certainly do. 

Test it

The final and most important element of a well-done internet advertising a setup of multiple ad variants. In the case of digital marketing, A/B tests are always the answer to doubts and allow you to select the most effective creations.

A / B tests are one of the simplest and most effective ways to improve the results of your marketing activities.

Summary

Good advertising on Google is a medium that is difficult to compare with any other channel. Measurable, possible to optimize and billed depending on the number of clicks, it can be a real boost for your store.