opinion

Tips and Insights for Building Retail Success With Google Ads

Tips and Insights for Building Retail Success With Google Ads

Building a successful Google Ads campaign can be a time-consuming process, and tasks such as selecting the right setup and bidding strategy can feel overwhelming to those unfamiliar with the platform’s endless acronyms, like PMAX, SSC, LIA, DSA and ROAS. Even with tutorials available, venturing into the unknown can evoke trepidation. In more regulated verticals such as sexual wellness, it’s especially crucial to stay mindful of best practices to ensure compliance with platform policies and avoid any pitfalls. Allow me to share some insights to help you get started and optimize your own efforts.

Comprehensive keyword research

In more regulated verticals such as sexual wellness, it’s especially crucial to stay mindful of best practices to ensure compliance with platform policies and avoid any pitfalls.

It helps to know what people are searching for in relation to your product or service. At Sciart Marketing, we use tools such as SpyFu and Semrush, which speed up research by offering data-driven insights that can help with your digital marketing efforts, especially search campaigns. You can also analyze your competitors’ keywords, ad campaigns and ad spend across Google and Bing. This can yield insights into the terms and phrases they’re targeting and the terms your audience is using. You can also discover niche keywords and long-tail variations — more detailed and specific search terms — which have lower competition. Once you have researched and gathered this data, you can then set up campaigns targeting specific audiences and keywords.

Utilize audience targeting when possible

Are you spending money on ads, getting loads of clicks, but still not converting? It might be time to consider harnessing the power of audience targeting. Audience targeting opens up opportunities to enhance your campaign’s performance by reaching people as they browse other websites, use apps or watch videos. You can set it up at ad group level and target people based on their interests, habits, what they’re actively searching for and how they’ve interacted with your business. For example, if your business specializes in components for the classic car brand Morris Minor, you could use in-market audiences and explore “classic cars” categories to get your ads in front of people who already have an affinity for classic cars.

Work closely with your client/content team

To achieve optimal results when running Google Ads campaigns for your brand, close collaboration with the content/creative team is essential. By working closely together, you ensure that your ads are fully aligned with the company’s messaging and goals. Collaboration with the content team allows you to gain a deeper understanding of the brand’s unique selling points, target audience and overall marketing strategy. This knowledge enables you to craft ad copy and creative elements that resonate with the intended audience and accurately reflect the company’s values. By collaborating across the different teams, you can gain valuable insights into top-selling products or services, which in turn you can use to create compelling ad campaigns that generate excitement and drive customer engagement.

Optimize your site

Optimizing your website is crucial to prevent drop-offs and maximize the effectiveness of your ads. After successfully capturing users’ interest with your ads, it can be frustrating to see them leave your site without taking action. To address this, leverage analytics tools like Piwik PRO to identify where engagement drops off and gain a comprehensive understanding of the user journey. Additionally, with the majority of users browsing, buying and engaging on mobile devices, it’s essential to ensure your site is mobile-optimized. Test your site’s responsiveness and usability across different devices to ensure a seamless experience. Regularly check that all links are working correctly to avoid user frustration. Analyze your messaging to identify any mismatches between your ads and site content, and make necessary adjustments to ensure consistency and relevance.

Monitor changes and performance

As a final tip, keep a close eye on any changes to your ads and campaign settings. Believe me, I’ve witnessed some eyebrow-raising situations where an unexpected CPC increase turned into a budget-busting nightmare. Picture this: what was supposed to be 13 cents per click suddenly skyrocketed to a whopping $1.27 per click. And forget about that daily $318 budget cap; it magically transformed into a wallet-draining morning spend of $95,460.75. We jokingly referred to it as a rite of passage, a costly mistake that taught a lesson never to be forgotten! But laughter aside, it’s a valuable reminder to always double-check your ad settings, bids and budgets to avoid financial mishaps. Learn from these blunders and be vigilant, ensuring your campaigns stay on track and your budget remains intact.

As you go forth and navigate the world of Google Ads, bear these tips in mind and embrace the challenges, adapt to the ever-changing digital landscape and watch your Google ad campaigns thrive. Success awaits those who dare to explore, experiment and never stop optimizing.

Lauren Bailey is the client account manager at Sciart Marketing, a U.K.-based data marketing agency that helps brands to navigate and deliver improved business outcomes across various marketing channels.

Related:  

Copyright © 2023 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

Tips for Boosting Retail Sales With Products for Outdoor Intimacy

September is a time of transition, where we bid farewell to the carefree days of summer and prepare for the fall. That makes it a perfect time to help your customers step outside, breathe in some refreshing air and experience an increasingly popular trend: outdoor intimacy.

Carly S. ·
opinion

Triple Win: When the Pleasure Industry Gets Charitable, Everybody Benefits

The pleasure industry has always been about helping people to feel good, and today innovators are doing so in even more far-reaching ways. There is a constant stream of new products released, each designed to encourage users to feel better.

Vanessa Rose ·
opinion

Misguided Notions: A Look at How Vulvas Have Been Misunderstood Throughout History

When the U.K. cervical cancer charity Jo’s Trust recently included the term “bonus hole” in a glossary of language relating to trans and nonbinary people, as an “alternative word for the vagina,” it sparked fervent online backlash.

Julia Margo ·
opinion

Electrostimulation Tips to Normalize Exploration, Boost Product Sales

Electrostimulation has come a long way in the BDSM world, yet it’s still often considered a taboo kink that only sadists and masochists can enjoy. That’s because most shoppers — and likely retail staff, too — are simply unfamiliar with its pleasure powers.

Rebecca Weinberg ·
opinion

Logo Assessment: A Look at the Traits of Recognizable Logos

Creating a captivating logo is much like composing an orchestral masterpiece where the brand’s visual voice resonates as the leading instrument. In this intricate symphony of design, every single note — every color you choose, every unique character, every deliberate line or curve — plays a pivotal role.

Joe Powell ·
opinion

How to Outsmart an Economic Downturn With Retail Tech

As I sit and scan the retail horizon, it’s hard not to get caught up in the economic doom and gloom the mainstream news seems hell-bent on proliferating. Yes, we are in uncertain economic times. Yes, we have to be ready for anything.

Sean Quinn ·
trends

Boutique Blazers: A Look at How Savvy Indie Retailers Are Navigating Latest Trends

Despite the rise of the internet, online shopping and the explosion of social media galloping across phone screens at an unprecedented pace, the centuries-old brick-and-mortar method of retail maintains its relevance by offering unique in-store experiences.

profile

Kix'ies Founder Samantha DeMartini Aims to Revolutionize Sexy Fashion

“I was 17 years old and getting in a boy’s truck for a ride home,” she recalls. “The most popular boy at school! But as I climbed in, my skirt got stuck in my backpack, exposing my ‘nylon butt.’ You know, when a girl’s rear end is smushed into a pair of high-waisted nylon tights.”

Colleen Godin ·
profile

Dr. Picolya McCall-Robinson Aims to Improve Oral Sex With SugahLipz

Dr. Picolya McCall-Robinson first conceived her idea for an oral-sex enhancement product through her work as a licensed psychologist. She observed that many of her clients, individuals and couples alike, were struggling with questions, concerns and discomfort related to their sex lives — particularly oral sex.

Sofia Barrett-Ibarria ·
opinion

A Look at the Power of Exclusive Brands in Adult Retail

One of the biggest challenges facing both brick-and-mortar and ecommerce adult retailers is staying ahead of the competition — namely, megasites like Amazon and big-box stores that offer a vast array of products at substantially lower prices.

Hamed Bosset-Allen ·
Show More