AdWords is a system where online store owners like you pay to have ads for your products displayed to internet users in search results and on Google partner websites.
An Adwords ad campaign that costs BRL 5, for example, can bring you returns of 50%, 100%, 200% or even more in sales conversions, but it can also hurt you. Good or bad “luck” in campaigns will depend on how you develop them.
To help you have good “luck”, that is, to spend less and get better use out of your sponsored ads, I have prepared this list with some care, check it out
– Observe and adjust the keyword Quality Score
When creating a sponsored links campaign for e-commerce on Google Adwords, you should observe the Quality Score (QS) of each keyword, which ranges from 1 (poor) to 10 (good).
Ads with a good IQ tend to have lower Cost Per Click (CPC), which will make your campaign cheaper and save you resources that can be allocated to other types of advertising.
To access the IQ for each keyword term in Adwords, click on the “Campaigns” tab, then on “Keywords” and then press the speech bubble or view the “Quality Score” column.
– Point the ad link to a sales page
Avoid the basic mistake of linking your ad to your online store's homepage , as this can cause users to lose focus and leave without interacting.
Instead, point the link to a landing page or to the product's own sales page on your e-commerce website . This practice can reduce waste and increase sales conversion.
– Optimize website speed
Let's say you've created a perfect sponsored ad and the internet user has been sent to one of your online store's sales pages, but when he gets there he realizes that everything is very slow. What he does? Close the page and look for another store.
In other words, if your online store is not fast, sales conversion will be lower and Adwords campaigns will become more expensive as there will be a lot of waste.
Optimize the design of the website and the link's receiving page.
The impression people get of a sponsored link's landing page influences how they make decisions. Therefore, keep your store's design and usability impeccable so that this impression is always good and positively influences people. Remember that even the shape of a simple button can make a difference.
– Improve the reputation of the receiving site of the link
The first step to building a good reputation is safeguarding the security of your clients and potential clients through actions against theft and fraud . By doing so, you block negative word-of-mouth advertising and avoid ending up on lists like those of the consumer protection agency (Procon ).
In general, people who click on your sponsored link will buy from your online store if society has a favorable opinion of it. Learn more about this in the article "How to make your e-commerce business have a good reputation," which I published here on the E-Plus Digital Marketing agency blog in January 2016.
In short, every time someone clicks on a sponsored link and is sent to your online store, but doesn't close a sale, you end up having to spend more on ads. Therefore, preventing waste in Google Adwords campaigns is essential.
