The Google Adwords Strategies that will make your Shopify Earnings skyrocket
A couple of years back, marketing efforts in Shopify relied almost solely on Facebook Ads. And that’s no surprise, really. After all, Facebook Ads deliver mind-blowing results with its hyper-targeting and a relatively low cost per click.
However, when quite literally every Shopify store started advertising on Facebook, the law of supply and demand started to throw Shopify owners off balance when the ever-increasing demand for adverts on the platform jacked up their cost. And although Facebook is still a surefire advertising platform that yields our clients – and ourselves – superb results, and something you most definitely need to keep using, it can’t be your only source of paid traffic: you can’t put all your eggs in one basket.
That’s why it’s essential to add Google AdWords to your advertising arsenal. Even if it’s in a very basic way. And if you are new to it, you’ll be pleased to know that our team sat down and studied everything about Google AdWords vis-à-vis Shopify.
After our exhaustive research, we came up with two key strategies that are easy for you to implement and can really push your Shopify store income straight away.
Here they are:
- Use Long Tail, Low CPC Keywords instead of High-volume Keywords
Targeting high-volume keywords on Google Search can be expensive. If you don’t have a big budget yet, it’s not advisable. Instead, target long-tail money keywords to advertise. A lot of low tail keywords can yield the same amount of search volume as a few high-volume keywords, at a much lower cost. This will be good for your bottom line.
Let’s say you are selling running shoes. Go to Google Keyword Planner and type in “running shoes”. Sort the output by cost in descending order. Let’s say the #1 relevant keyword costs more than $1 per click. If you can afford the cost and still make a profit, go ahead. But, if you want to be conservative, consider the longer tail and less frequently targeted keywords that you can get at a lower cost.
Do a search again, and this time, sort the cost per click in descending order. Then, add other low CPC but highly targeted keywords to use in your campaign. Make sure to add keywords as phrase match to make it relevant. Remember that you want to have a significant enough volume using low-cost keywords for your marketing effort.
It is important to have a highly optimized landing page if you want to convert your visitors into leads. Make sure your landing page appeals to your target audience and will tap on their emotions. If it fails to do this, your marketing effort might end in futility.
- Use Google Product Listing Ads together with Facebook Retargeting
Google Product Listing Ads, or Google Shopping, are search results that show product shots with corresponding prices. New Shopify stores should have this in their arsenal because it’s the fastest way they can start making sales.
Google Product Listing Ads have a high conversion because almost anyone who does a product search is considering buying the product they’re searching for. And, because the price is already listed, it immediately narrows down their choices. If they like the price of your product, it’s your store they will go to.
This is tons better than Facebook Ads. Remember, Facebook users do not log on Facebook to shop. You have to divert their attention from going over the feed. To do this, your ad should be really charming to make them look at it, then hopefully click and eventually buy.
There are two easy steps in using Google Product Listing Ads/Google Shopping:
- Go to Google Adwords to start using Google Shopping in your Shopify store. Be sure to install the Facebook pixel so you can capture key data of all your visitors. This is important because these visitors are potential buyers.
- Aside from helping you make sales, Google Product Listing Ads also generates critical data about your traffic, thanks to the Facebook pixel. Once you have enough visitors’ data, you can start doing Facebook remarketing campaigns.
Hit the following targets in your remarketing efforts:
- Users with zero action – There are people who go to your store, look around and then leave. Send them an ad that will compel them to visit you again. You may need a more convincing method to get that second visit.
- Cart abandoners – Not everybody who clicks “add to cart” end up checking out the items. Some of them leave their carts unattended. There are ads that are effective in making them complete the purchase. In our experience, sending them a coupon usually does the trick.
- Look-a-Like Audiences – You are already armed with the profile of your buyers. Identify the traits that make them unique. Look for these traits in the other people who have been to your store. You can create a look-a-like market from these people. And, because they are similar to your buyers, you’d most likely capture them using the same method that has already worked.
Now that you know what Google Adwords can do for your Shopify store, go ahead and use the strategies that worked for us. Use what you just learned together with Facebook advertising and your Marketing effort will be much easier and effective.
Let me close by reiterating that eCommerce marketing is dynamic. Always be on the lookout for new tactics in making sales because the strategy that’s working now may have a short shelf life.
Google AdWords is relatively new in Shopify marketing. Take advantage of this newness. Master the method and let your sales skyrocket!