For many businesses, the conventional wisdom surrounding PPC is that there are text ads and Remarketing that you can use to harness your digital marketing strategy and hit that ever-important return on investment. Where for some businesses, keywords and remarketing – either both or together – can work well, this is not always the case. When a product is particularly visual, for example, text ads will likely not harness the true potential of both Adwords and your product. All hope is not lost, however. There are many slightly lesser-known gems in the worlds of Adwords that can unleash the full potential of your products and bring in conversions much more efficiently.
We’re Not (Dis)Playing Around…
If your product is particularly visual, display advertising is an avenue well worth considering; needless to say, having your products on the display network within an ad will allow potential customers to view what you have to offer before clicking through. Even if this is not the case, Display advertising allows for you to target the audience who are most likely to have an interest in your products; whilst in theory you can place Display ads onto any site on the display network with advertising space, if you want to increase clicks and conversions as opposed to brand awareness, choosing the most relevant people (‘affinity audiences’ in Google speak) will allow you to increase your chances of doing so.
The beauty of display is that it is so multifaceted and diverse in so many ways. You don’t need an in-house graphics team to whip up some display ads or spend on outsourcing (though this is indeed an option), Google offer responsive ads wherein you upload your logo and a relevant image (make sure you have the rights to use this!) and hey presto, instant ad for the display network and no graphics skills required! Text ads can also be placed on the display network when there isn’t enough space on a website to show a banner or rich media; you can dabble in Display with little risk in wasting money and time on creating graphics if it doesn’t work for you.
Making Your Strategy More Dynamic
If your business is already utilising Remarketing, then there’s a chance you may have come across Dynamic Remarketing already. If you don’t know the drill with Remarketing, visitors to your site will be greeted with an ad of yours some time after visiting your site. Dynamic Remarketing kicks this up a notch. Where Remarketing allows for your brand to show up after a visitor has left, Dynamic Remarketing allows for the actual product or products they viewed to show up. I remember the first time I saw this a few years ago, I thought MI5 were onto me eyeing up dresses on ASOS. But nope, just a good bit of Dynamic Remarketing!
There are a couple of prerequisites a website must fulfill before utilising Dynamic Remarketing, but if a website can fit this criteria, the benefits can be incredible. If Dynamic Remarketing sounds like something that would fit your business’s digital marketing strategy, first you must ensure you have a product feed; that way Adwords can pull individual products from the feed to fit the ad to the viewer. Like Remarketing and the tags that come with it, you’ll also need to have a Dynamic Remarketing tag to collect the data of visitors so your ads can be shown and finally have dynamic ads that allow for product data to be implanted in without creating a new ad. Quite a bit of effort if you haven’t begun your foray into Dynamic Remarketing but well worth a try if you keep losing customers at the last hurdle!
Let’s Go Shopping!
As the old saying goes, a picture is worth a thousand words. With Google Shopping Campaigns you can feature an image of your product in the search engine results page (SERP).
Google Shopping Campaigns are a great way for eCommerce businesses to show their products and prices, right at the top of the SERP.
Two of the biggest turn-offs for people looking to buy are price and looks. Searchers that click on a text ad, for example will go into the landing page potentially having no idea about the product range or price. If they don’t like
what they see, they’ll click away, wasting click spend automatically. Having the products up on the SERP saves money in wasted click spend, filtering out those that aren’t interested before they’ve clicked on your ads. As a result the conversion rates tend to be higher, and the cost per conversion lower from Google Shopping Campaigns.
As is the case with most Adwords campaign types, there are a few prerequisites you must fulfil before you can try out the type of advertising you wish to. With Google Shopping, this is no exception. Having an optimised product feed is the first step, once you have that you’re (theoretically) good to go – though proper management is always key to Adwords success so make sure you keep it in check!
What Now, Then?
If you’re utilising Keywords or Remarketing at the moment and fancy trying out a new avenue to advertise your products in Adwords, then there are many options to explore. Equally, if you’re just starting out in Adwords and are of the opinion that it all starts and ends with Keywords and Remarketing, then don’t be mistaken! The world of Adwords is much broader than you may anticipate and provided you have enough budget, and time to optimise and experiment, there’s almost always a great Adwords fit for your business.