5 biggest google ads mistakes by ecommerce businesses

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2 likes•59 views

Webinar replay where I go over the 5 most common mistakes I see made in Google Ads by eCommerce Businesses. Get the most out of your Google Ads and Google Shopping campaigns by watching this video and implementing the suggestions ASAP!

Marketing

5 Biggest Google Ads
Mistakes made by
eCommerce
Businesses
(and how to fix them)

1. Conversion Tracking
•Not tracking conversions
•Not tracking revenue
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Not tracking conversions
4

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Not tracking revenue
12

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2. Devices
•Not adjusting bids for mobile/tablet
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3. Campaign Structure
All products in the same product group
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Ad group
Product
group
Set Bids
20

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Ad group
Product
group 1
Product
group 2
Product
group 3
Set Bids
21

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Ad group
Under £50
£50-£250
Over £250
£1
£2
£3
22

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Options for structuring the campaign
•Price ranges
•Profit margins
•Product types
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4. Bidding
Not updating bids based on performance
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Not updating bids based on performance
Good performers – increase bids
Bad performers – decrease bids
No conversions – decrease bids
No impressions – increase bids
25

EliteEcommerceMarketing.comEliteEcommerceMarketing.com
Not updating bids based on performance
Filter based on:
ROAS - target ROI (high and low), or
CPA - target cost per conversion (high and low)
No conversions - look for high spend
No impressions - why aren’t you showing up?
26

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Not updating bids based on performance
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Creating filters
28

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Creating filters
Filter Name Field in Google Ads
CPA (Cost per Conversion) Cost / conv.
ROAS (Return on ad spend) Conv. value / cost
Conversions Conversions
Impressions Impr.
29

EliteEcommerceMarketing.comEliteEcommerceMarketing.com
Creating filters
ROAS - shown in Google Ads as a number eg 500% ROAS will be 5 (ie 5:1
return)
1. Set a filter for 80% of your target CPA or ROAS (lower limit)
2. Set a filter for 120% of your target CPA or ROAS (upper limit)
3. Set a filter for conversions < 1
4. Set a filter for impressions = 0
Reduce bids for keywords/product groups below your lower limit
Raise bids for keywords/product groups above your upper limit
30

Badly Optimised Product Feed
1. No keywords in titles/descriptions
2. Poor quality images
3. High numbers of errors in Google
Merchant Center
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Google Merchant Center
32

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Summary
EliteEcommerceMarketing.comEliteEcommerceMarketing.com
1. Devices - Not adjusting bids by device
2. Conversion Tracking - Not installed
- Not tracking revenue
3. Bad shopping campaign
structure
- All products in the same ad group
- Same bid for all products
4. Bidding - Not adjusting bids based on performance
5. Badly optimised product feed - No keywords in titles/descriptions
- Poor quality images
- High number of errors in Google Merchant Center
34

What Next?
EliteEcommerceMarketing.comEliteEcommerceMarketing.com
Book a Deep Dive Session
deep-dive.youcanbook.me
Or call
0808 178 1588
35

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Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.

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This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms. The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels. Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns. In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace. This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.

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5 biggest google ads mistakes by ecommerce businesses

1. 5 Biggest Google Ads Mistakes made by eCommerce Businesses (and how to fix them)

2. Here’s what we’ll cover: 1. Conversion Tracking 2. Devices 3. Campaign Structure 4. Bidding 5. Feed Quality EliteEcommerceMarketing.com 2

3. 1. Conversion Tracking •Not tracking conversions •Not tracking revenue EliteEcommerceMarketing.com 3

4. EliteEcommerceMarketing.comEliteEcommerceMarketing.com Not tracking conversions 4

5. EliteEcommerceMarketing.comEliteEcommerceMarketing.com 5

6. EliteEcommerceMarketing.comEliteEcommerceMarketing.com 6

7. EliteEcommerceMarketing.comEliteEcommerceMarketing.com 7

8. EliteEcommerceMarketing.comEliteEcommerceMarketing.com 8

9. EliteEcommerceMarketing.comEliteEcommerceMarketing.com 9

10. EliteEcommerceMarketing.comEliteEcommerceMarketing.com 10

11. EliteEcommerceMarketing.comEliteEcommerceMarketing.com 11

12. EliteEcommerceMarketing.comEliteEcommerceMarketing.com Not tracking revenue 12

13. EliteEcommerceMarketing.comEliteEcommerceMarketing.com 13

14. EliteEcommerceMarketing.comEliteEcommerceMarketing.com 14

15. 2. Devices •Not adjusting bids for mobile/tablet EliteEcommerceMarketing.comEliteEcommerceMarketing.com 15

16. EliteEcommerceMarketing.comEliteEcommerceMarketing.com 16

17. EliteEcommerceMarketing.comEliteEcommerceMarketing.com 17

18. EliteEcommerceMarketing.comEliteEcommerceMarketing.com 18

19. 3. Campaign Structure All products in the same product group EliteEcommerceMarketing.comEliteEcommerceMarketing.com 19

20. EliteEcommerceMarketing.comEliteEcommerceMarketing.com Ad group Product group Set Bids 20

21. EliteEcommerceMarketing.comEliteEcommerceMarketing.com Ad group Product group 1 Product group 2 Product group 3 Set Bids 21

22. EliteEcommerceMarketing.comEliteEcommerceMarketing.com Ad group Under £50 £50-£250 Over £250 £1 £2 £3 22

23. EliteEcommerceMarketing.comEliteEcommerceMarketing.com Options for structuring the campaign •Price ranges •Profit margins •Product types 23

24. 4. Bidding Not updating bids based on performance EliteEcommerceMarketing.comEliteEcommerceMarketing.com 24

25. EliteEcommerceMarketing.comEliteEcommerceMarketing.com Not updating bids based on performance Good performers – increase bids Bad performers – decrease bids No conversions – decrease bids No impressions – increase bids 25

26. EliteEcommerceMarketing.comEliteEcommerceMarketing.com Not updating bids based on performance Filter based on: ROAS - target ROI (high and low), or CPA - target cost per conversion (high and low) No conversions - look for high spend No impressions - why aren’t you showing up? 26

27. EliteEcommerceMarketing.comEliteEcommerceMarketing.com Not updating bids based on performance 27

28. EliteEcommerceMarketing.comEliteEcommerceMarketing.com Creating filters 28

29. EliteEcommerceMarketing.comEliteEcommerceMarketing.com Creating filters Filter Name Field in Google Ads CPA (Cost per Conversion) Cost / conv. ROAS (Return on ad spend) Conv. value / cost Conversions Conversions Impressions Impr. 29

30. EliteEcommerceMarketing.comEliteEcommerceMarketing.com Creating filters ROAS - shown in Google Ads as a number eg 500% ROAS will be 5 (ie 5:1 return) 1. Set a filter for 80% of your target CPA or ROAS (lower limit) 2. Set a filter for 120% of your target CPA or ROAS (upper limit) 3. Set a filter for conversions < 1 4. Set a filter for impressions = 0 Reduce bids for keywords/product groups below your lower limit Raise bids for keywords/product groups above your upper limit 30

31. Badly Optimised Product Feed 1. No keywords in titles/descriptions 2. Poor quality images 3. High numbers of errors in Google Merchant Center EliteEcommerceMarketing.comEliteEcommerceMarketing.com 31

32. EliteEcommerceMarketing.comEliteEcommerceMarketing.com Google Merchant Center 32

33. EliteEcommerceMarketing.comEliteEcommerceMarketing.com 33

34. Summary EliteEcommerceMarketing.comEliteEcommerceMarketing.com 1. Devices - Not adjusting bids by device 2. Conversion Tracking - Not installed - Not tracking revenue 3. Bad shopping campaign structure - All products in the same ad group - Same bid for all products 4. Bidding - Not adjusting bids based on performance 5. Badly optimised product feed - No keywords in titles/descriptions - Poor quality images - High number of errors in Google Merchant Center 34

35. What Next? EliteEcommerceMarketing.comEliteEcommerceMarketing.com Book a Deep Dive Session deep-dive.youcanbook.me Or call 0808 178 1588 35

5 biggest google ads mistakes by ecommerce businesses

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