Hi there, it’s Matthew Larsen from Ultra Growth Marketing. This post is all about how to create good Google Ads for your eCommerce Store. Along with Facebook Ads, Google Ads (specifically, Google Search Ads) are two of the most effective ways to acquire customers.
How to Create Good Google Ads For Your eCommerce Store
This post will go over how to create good Google Search Ads. These are some of the most effective ads in existence for eCommerce. If you’ve ever searched for something on Google, and seen top search results with “ad” next to them, then you will know what these are.
These ads are so good because they show up when someone is searching for something. That is beneficial, because if you were selling men’s shoes, and someone searched for men’s shoes in Google, your ad would pop up, and they would click and be taken to your website.
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They are wanting to buy some men’s shoes (presumably), and therefore, they are what is known as “high interest” or “high intent.”
Compare this situation with someone who is scrolling through Facebook or Instagram. When someone is doing this, they aren’t looking for men’s shoes. You don’t even know if they are interested. You are basically showing them your ad whether they are interested or not, and because of this, people on facebook and Instagram are going to have “less intent” than those who are actually searching for men’s shoes in Google.
Should You Use Google Ads?
The question then becomes, are Google ads right for you? The fact is that they are not for everybody. They are good for a lot of businesses and brands, but they aren’t good in a couple specific situations:
1. They are not good if you sell an unusual or new or different kind of product that people don’t even know exists yet. Let’s go back in time to a hypothetical scenario, and let’s say you were the first one to make a chain saw, when the entire world chopped wood with an axe. It wouldn’t be a good idea to have ran Google Ads for this, because no one knew what a chain saw was, and therefore, would not be searching for it. This is a situation where Google ads do not work very well, and if you find yourself in this type of scenario, you should stick to Facebook and Instagram ads.
2. Another time when Google Search ads might not be right for you is if you have a product that you need to really “see” how it works in order to understand it. This is obviously a problem because with Google Search ads, all you have is words. There are certain products where it is very difficult to get someone to understand it without showing it to them, and if this is the case, you should stick to Facebook and Instagram ads where you can use a video instead.
How to Create Good Google Search Ads
There are three main components of a Google Search ads that we will go over:
1. The keywords (who you show it to)
2. The headline
3. The description
All three of these things are very important, because you need to show your ads to the “right” people (keywords), and then you need to catch their attention (headline), and make them click-through to your website (description).
Let’s go over them one-by-one in this short email so you have all of the knowledge you need to put them into action.
The Keywords
Finding the best keywords is referred to as “keyword research.” If you still have questons after reading this about finding keywords, that is the search term you should use to find more information in either Google or on YouTube.
I am not going to talk too much about how to find keywords in this email because the best method of doing so can be wildly different depending on what it is that you sell, and there is no good one-size-fits-all approach.
In general, the best thing you can do is either use a free tool like Google Keyword Planner to find keywords that are related to your product, or if you want to spend some money, use a tool like SEMrush or Ahrefs.
Although this might not super helpful, this is the best thing you can do, because I cannot help you too much in the course of a short email such as this one.
The Headline
When you set up your Google Search ads, the headline should be your main focus, because that is what most people will read. You can type in multiple headlines into your Google ad, and then Google will show the highest-performing headlines based on the actual results.
Writing high-performing ad headlines is both an art and a science, but here are three guidelines that you will always be able to use when writing Google Search Headlines:
1. For your first headline, you should use “#1 (Your Product).” This will catch people’s attention and they will immediately know what they are looking at.
2. For your second headline, you should convey your main value proposition. This is the same as your “hook” in your Facebook ad text from a previous email. When writing this headline, ask yourself, “why would someone want to buy my product?” and then put in the answer here.
3. For your last headline, you should put your company name. You need to build brand recognition and this is the place to do it.
Writing good headlines takes lots and lots of practice and testing, but you can never go wrong with this three-part set up. If you are just starting out or do not have any better ideas, you truly can’t go wrong with this method.
The Description
The final part of a Google Search ad is the description. You can add up to four descriptions, and only two will show. If you have four descriptions, Google will automatically show the two highest-performing descriptions, just like they do with the headlines. Trust Google to do their job. They make billions of dollars for a reason; because their platform works.
In a similar way to headlines, there is no one-size-fits-all approach, but I am going to give you two guidelines just like I did with the headlines:
1. Your first description should touch on the top three reasons why someone should buy from you. You should be very persuasive. Why would someone buy from you? What problems would your product solve for them? Ask yourself these questions, and make a list of the answers, then choose the top three reasons and formulate it into a sentence for your ad.
2. The second description should be a call to action, but not just a boring call to action that says “click here to learn more” or anything like that. Going back to an example in a previous email, if you sell golf clubs, don’t make your call to action “click here to buy some new clubs.” Instead, make it something along the lines of “if you want to add ten yards to your drive, and win bragging rights amongst your friends, click here to purchase a brand new set of clubs.” This is the key. You want them to take action, and you need to approach that with the mindset of how your product will improve their lives and lead to a better future.
Summary
This is a short, but hopefully helpful email to help you craft better Google Search Ads. These ads are a good choice for many eCommerce Stores, and almost always lead to good results. Just like with anything else, the more skilled you are at creating ads, and the more practice you have, the better they will perform. With Google ads, all you have is your words, so you need to craft your headlines and descriptions carefully, and then select the right keywords so that your ads are shown to people who are interested in your product(s).
This blog post went over how to create good Google Ads for eCommerce Stores. I hope it was a big help, and that you put what you learned here to good use.
Email Me With Any Questions
Thanks, and if you need anything, email me at matt@ultragrowthmarketing.com
-Matthew Larsen
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