If you are running an eCommerce business, one of the most important things you have to do is ensure that your online marketing campaigns are working successfully. Search engine marketing is probably your main resource for driving traffic to your site. Here are a few tips that might help you in managing your Google AdWords campaign:

1. Listen

Listen to others advice, including ours. But remember that everyone’s business and everyone’s customers are different – so make sure you do what works for you. Your customers are hopefully clicking on your ads, and they will likely behave differently from my customers. For example, I might be targeting my product at women, and you might be targeting at men. It’s, therefore, important to remember that the way you write your ad-copy can impact your CTR depending on your target audience and not simply copy someone else’s successful campaign.

2. Build on your experience

Experience is worth a lot, especially your own. Make sure that you pay attention to all changes you make to your account. Keep a log of the changes you make so that you can keep track of what works and what doesn’t. Try to run “benchmark reports” which compare your account’s performance over two periods of time.

3. Understand AdWords

Make sure you learn what the various AdWords tabs in do: try clicking on the Dimension tab, you can’t see too much about demographics, but you can see where they are clicking from, select Geographic under the Dimension tab, and then select Columns & customize, and you can find out what city they are from.

4. Automation Tools

Use a FREE automation tool to save yourself time and effort. We recommend adCore which can synchronize your website inventory with your AdWords account, creating all your keywords and ads automatically and update your ads according to price and stock changes. 

5. Use Analytics

Use Google Analytics to keep tabs on your customers. You can get a real understanding of your clients and potential clients (who they are, where they are from, what they are looking at, when they visit and how they use your site). Make sure you use this information to inform your campaign management. If you need even deeper analytics and behavior tracking, consider an Analytics system like HubSpot, or one of its competitors.

6. It’s a science

It’s not so much about “feeling” as it is about the numbers. Treat your AdWords campaign management as a science. Make sure you are tracking conversions properly, install the conversion codes, and run tests.

7. Landing Pages

Make your landing pages relevant and interesting. Google will punish you if you have high bounce rates.

8. Call to Action

In your ad-copy, make sure that you have a call to action: “Request a demo now!” or “Get started today”.

9. Quick CTR boost

Want a guaranteed way to increase CTR? Add a period to the end of
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10. Start with your own brand

Start specific and then expand. Create a campaign for your own brand, you’ll get really high CTR, and your website will get more and better converting traffic than if you had NO ads. It’s also close to free. Then create ad-groups for your own-brand products. Same story here. You will soon have tight clusters of highly performing campaigns and ad-groups, which will make Google believe that you are running a Quality account. Your broader campaigns will feed Quality from your other campaigns.

11. Go “generic”

Only then think about going “generic” and trying to “earn” traffic for keywords related to your products and business. At this point you will still want to stay close to your niche and keep “extraneous” impressions down.  

12. Separate Display & Search

Separate your Display and Search campaigns. Each can be cost-effective, but because the statistics are in a different scale, keeping them in different campaigns helps you understand the differences. A successful display campaign might have a CTR of 0.05%, while a successful Search campaign might have a CTR of 5%.

13. Invest in Banners

If you are running a Display campaign, it’s worth investing in good quality banner ads. People are always more likely to click on a professional looking banner so a few dollars spent is likely to reap huge dividends in the amount of clicks you generate.

14. Check Search Terms

Every so often, go through your search campaigns, click on the Keywords tab, and then click “see search terms”. Here you will see what was actually searched. You will want to add these as keywords (if relevant), and add them as negative keywords (if not relevant).

15. Build Quality

Google respects good quality keywords and ads (quality = relevant), and once you build a base of good quality, you can go for the less relevant keywords that you still think should drive you valuable traffic.

16. Use Ad Extensions

Don’t forget to use Ad Extensions. They give potential customers more reasons to click on your ad by including additional business information upfront such as your address and phone number, more website page links, or product information. They are an easy way to boost CTR. 

17. Adwords Keyword Insertion

Learn and use AdWords Keyword Insertion {KeyWord:Default}. Keyword insertion allows you to dynamically update your ad text with the keyword that’s used to target your ad. Keyword insertion can help make your ads more relevant to potential customers, while making it easier for you to create unique ads for a large number of keywords. It can dramatically boost CTR.

18. Ask for Help

Finally, don’t be afraid to ask for help. There are plenty of online resources out there and you can always post a comment on the Ecommerce Marketing Blog (www.ecommerce-marketing.comor tweet us @ecommerce_ and we’d be delighted to help you.

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