With the rise of ecommerce, Google Ads has become an essential tool for Filipino ecommerce brands to reach their target audience and increase their revenue. However, with so many options available, it can be challenging to determine the best strategies to use. In this article, we will deep dive into the best Google Ads strategies that cater to Filipino ecommerce brands and provide examples of other international ecommerce brands that have successfully utilized these strategies, with a focus on brands that use Shopify.
Focus on Product Listing Ads (PLAs)
Product Listing Ads (PLAs) are a type of Google Ads that feature product images, prices, and descriptions. These ads appear at the top of Google's search results when users search for specific products. For ecommerce brands, PLAs can be a highly effective way to drive sales, as they allow users to see a product's visual details and compare prices at a glance.
International Example: MVMT Watches, a watch retailer that uses Shopify, saw a 63% increase in conversions and a 41% decrease in cost-per-conversion after focusing on PLAs.
Here's a step-by-step guide on how to implement Product Listing Ads (PLAs) for your ecommerce brand:
Step 1: Set up a Google Merchant Center account
Before you can create PLAs, you need to set up a Google Merchant Center account. The Merchant Center is where you can upload your product data and create product feeds that will be used in your PLAs. To set up a Merchant Center account, go to the Google Merchant Center website and follow the steps to create a new account.
Step 2: Create a product feed
Once you have set up your Merchant Center account, the next step is to create a product feed. A product feed is a file that contains information about your products, including their titles, descriptions, prices, and images. You can create a product feed using a spreadsheet or a data feed software, depending on your preference.
When creating your product feed, make sure that you provide accurate and up-to-date information about your products. This includes providing high-quality product images that will showcase your products and entice users to click on your ads.
Step 3: Link your Google Ads account to your Merchant Center account
To create PLAs, you need to link your Google Ads account to your Merchant Center account. To do this, go to your Merchant Center account and click on "Settings" in the navigation menu. From there, click on "AdWords Linking" and follow the steps to link your Google Ads account.
Step 4: Set up a PLA campaign in Google Ads
Once you have linked your Google Ads account to your Merchant Center account, the next step is to set up a PLA campaign in Google Ads. To do this, log in to your Google Ads account and click on "Campaigns" in the navigation menu. From there, click on the blue plus button to create a new campaign and select "Shopping" as the campaign type.
When setting up your PLA campaign, make sure that you select the right Merchant Center account and product feed. You should also set your budget, targeting options, and bidding strategy.
Step 5: Create ad groups and ads
After setting up your PLA campaign, the next step is to create ad groups and ads. Ad groups allow you to organize your products and target specific groups of users. When creating your ad groups, make sure that you group similar products together and use relevant keywords in your product titles and descriptions.
When creating your ads, make sure that you use high-quality product images and provide accurate product information, including prices and descriptions. You should also include promotional offers or discounts to entice users to click on your ads.
Step 6: Monitor and optimize your PLA campaign
Once your PLA campaign is up and running, it's important to monitor and optimize it regularly. This includes tracking your ad performance, adjusting your bids and targeting options, and optimizing your product feed.
To track your ad performance, use the reporting tools in Google Ads to monitor your click-through rates, conversion rates, and cost-per-conversion. Use this data to adjust your bids and targeting options to maximize your return on investment.
To optimize your product feed, make sure that you keep your product information up-to-date and use relevant keywords in your product titles and descriptions. You should also optimize your product images to make sure that they are high-quality and showcase your products in the best possible light.
Use Dynamic Remarketing
Dynamic remarketing is a powerful way to re-engage users who have previously visited your ecommerce site. With dynamic remarketing, you can show users personalized ads that feature the products they viewed or added to their cart. This strategy can be highly effective for ecommerce brands, as it allows you to remind users of the products they were interested in and encourage them to complete their purchase.
International Example: Allbirds, a sustainable footwear brand that uses Shopify, saw a 50% increase in conversion rate and a 17% decrease in cost-per-conversion after implementing dynamic remarketing.
Here's an in-depth step-by-step guide on how to implement dynamic remarketing for your ecommerce brand:
Set up a Google Merchant Center account: To use dynamic remarketing, you'll need to create a Google Merchant Center account and upload your product feed. This will allow Google to match your products with the users who have previously viewed or added them to their cart.
Install the Google Ads remarketing tag: Next, you'll need to install the Google Ads remarketing tag on your website. This will allow you to track user behavior on your site and create lists of users who have viewed or added products to their cart.
Create a dynamic remarketing campaign: Once you've set up your Merchant Center account and installed the remarketing tag, you can create a dynamic remarketing campaign in Google Ads. In the campaign settings, you'll be able to select the products you want to feature in your ads and customize the ad format.
Set up your remarketing lists: To show personalized ads to users who have previously visited your site, you'll need to create remarketing lists. In Google Ads, you can create lists of users who have viewed specific product pages, added products to their cart, or completed a purchase.
Create your ad templates: To create your dynamic remarketing ads, you'll need to create ad templates that can be customized based on the products the user viewed or added to their cart. You can use Google's ad gallery to create templates, or you can create your own custom templates using HTML5.
Launch your campaign and monitor performance: Once you've set up your dynamic remarketing campaign, it's important to monitor its performance and make adjustments as needed. You can use Google Ads' reporting tools to track conversion rates, cost-per-conversion, and other key metrics.
Optimize Your Product Feed
To ensure that your PLAs and dynamic remarketing ads are effective, it's essential to optimize your product feed. Your product feed should contain accurate and up-to-date information about your products, including product titles, descriptions, prices, and images. By optimizing your product feed, you can ensure that your ads are relevant and appealing to your target audience.
International Example: Gymshark, a fitness apparel brand that uses Shopify, optimized their product feed by using high-quality images and adding product-specific details. By doing this, they saw a 22% increase in click-through rate and a 36% decrease in cost-per-click.
Here is a step-by-step guide on how to optimize your product feed for Google Ads for ecommerce marketing:
- Gather Your Product Data The first step in optimizing your product feed is to gather all of your product data. This includes product titles, descriptions, prices, and images. You can export this data from your ecommerce platform or use a third-party tool to manage your product feed.
- Format Your Data for Google Ads Once you have your product data, you need to format it for Google Ads. Google requires specific fields for product data, including product ID, title, description, link, image link, availability, price, and more. Make sure to follow Google's guidelines when formatting your data to ensure that it is accepted and displayed correctly in your ads.
- Optimize Your Product Titles Product titles are one of the most important parts of your product feed. They should accurately describe your product and include relevant keywords that users are likely to search for. Keep your titles concise and descriptive, and avoid using all caps, special characters, or promotional language.
- Write Compelling Product Descriptions Product descriptions are another important part of your product feed. They should provide users with detailed information about your product and highlight its features and benefits. Use persuasive language and incorporate relevant keywords, but avoid keyword stuffing or misleading information.
- Include High-Quality Images Product images can make a big difference in the performance of your PLAs and dynamic remarketing ads. Use high-quality images that show your products in the best possible light. Make sure that your images are properly sized and formatted for Google's requirements.
- Update Your Product Data Regularly To ensure that your product feed is accurate and up-to-date, you should update it regularly. This includes adding new products, removing out-of-stock items, and updating prices and product details. By keeping your product data fresh, you can ensure that your ads are relevant and effective.
- Test and Refine Your Product Feed Finally, it's important to test and refine your product feed over time. Monitor your ad performance and make adjustments as needed. Use A/B testing to test different product titles, descriptions, and images to see which perform best. By continually optimizing your product feed, you can improve your ad performance and drive more sales.
Use Smart Bidding
Smart bidding is a machine learning-based bidding strategy that allows Google Ads to automatically optimize your bids based on your business goals. Smart bidding can be highly effective for ecommerce brands, as it allows you to target users who are most likely to make a purchase while minimizing your cost-per-click.
International Example: Kettle & Fire, a bone broth retailer that uses Shopify, saw a 65% increase in conversion rate and a 43% decrease in cost-per-acquisition after using smart bidding.
Here's an in-depth step-by-step strategy on how to implement Smart Bidding for ecommerce marketing on Google Ads:
- Set up Conversion Tracking: Before you can use Smart Bidding, you need to set up conversion tracking on your website. This will allow Google Ads to track when a user completes a desired action on your site, such as making a purchase or filling out a contact form.
- Choose Your Smart Bidding Strategy: Google Ads offers several Smart Bidding strategies, including Target CPA (Cost Per Acquisition), Target ROAS (Return On Ad Spend), and Maximize Conversions. Choose the strategy that aligns with your business goals.
- Set Your Bidding Parameters: Once you've chosen your Smart Bidding strategy, set your bidding parameters. This includes setting a target CPA or ROAS and a maximum bid limit. It's important to choose bidding parameters that align with your business goals and budget.
- Allow for Sufficient Data Collection: In order for Smart Bidding to be effective, Google Ads needs sufficient data to make accurate bidding decisions. Allow for enough time for Google Ads to collect enough data before making any major changes to your bidding strategy.
- Monitor Performance: Even with Smart Bidding, it's important to monitor the performance of your ads and adjust your bidding parameters as needed. Keep an eye on your key performance indicators (KPIs) such as conversion rate, cost-per-conversion, and return on ad spend (ROAS).
Leverage Seasonal Trends
As an ecommerce brand, it's important to stay up-to-date on seasonal trends and capitalize on them with your Google Ads strategy. For example, if you sell products that are popular during the holidays, such as gifts or decorations, you can create ad campaigns that target users who are searching for holiday-related keywords.
International Example: Beardbrand, a men's grooming brand that uses Shopify, saw a 36% increase in revenue during the holiday season after creating ad campaigns that targeted holiday-related keywords.
Here's an in-depth step-by-step strategy on how to leverage seasonal trends in your Google Ads for ecommerce marketing in the Philippines:
Conduct Seasonal Research: The first step is to conduct research on seasonal trends in the Philippines. Identify the holidays, events, and other occasions that are celebrated throughout the year and are relevant to your products or services. For example, Christmas, Valentine's Day, and Mother's Day are popular holidays in the Philippines where gift-giving is prevalent.
Create Seasonal Campaigns: Once you have identified the relevant holidays or events, create seasonal ad campaigns that target users who are searching for holiday-related keywords. Use Google's Keyword Planner to find keywords related to the holidays and events you have identified. Include these keywords in your ad copy and landing pages to make your ads more relevant to the user's search.
Tailor Ad Messaging: Make sure your ad messaging and visuals are tailored to the seasonal trends you are targeting. For example, if you are targeting Valentine's Day, use romantic or love-themed imagery and messaging to entice users to click on your ad. Similarly, if you are targeting Christmas, use festive imagery and messaging to evoke the holiday spirit.
Set Budgets and Bid Strategies: Determine how much you are willing to spend on each seasonal campaign and set your budgets accordingly. Use a bid strategy that is aligned with your goals, such as Target ROAS (return on ad spend) or Target CPA (cost per acquisition). Smart bidding is a machine learning-based bidding strategy that can automatically optimize your bids based on your business goals.
Monitor and Optimize: Monitor the performance of your seasonal campaigns and make adjustments as needed. Use Google Analytics to track conversions and other important metrics such as click-through rates, conversion rates, and cost per acquisition. Use this data to optimize your campaigns and adjust your bids and budgets to maximize your return on investment.
The success stories of international ecommerce brands that have utilized these strategies, such as MVMT Watches, Allbirds, Gymshark, Kettle & Fire, and Beardbrand, prove the effectiveness of these strategies in increasing revenue and optimizing advertising costs. As the ecommerce industry continues to grow in the Philippines, implementing these Google Ads strategies can give Filipino ecommerce brands a competitive edge and help them achieve their business goals. By staying up-to-date on the latest trends and best practices, Filipino ecommerce brands can maximize their ROI and achieve long-term success.