Using AdWords Successfully

Propel your Shopify Store with AdWords

Google AdWords is an incredibly powerful marketing platform that can drive loads of high quality traffic to your Shopify store. Thousands of people just like you use AdWords to build hugely successful web stores. In fact, Shopify itself has seen great success with AdWords as have our most successful stores. That said, it can be difficult to get started with a succesful Google AdWords campaign. We thought we'd help you along your path to success by sharing some Google Adwords tips. You can use these tips along with the free AdWords credit that you get with your Shopify account to get started.

Tip #1) Install conversion tracking

AdWords Conversion tracking not only tells you when a customer has purchased an item at your store, but also which ad they saw and which keyword they searched for on Google. This data is incredibly insightful, as it will allow you to change your bids depending on which ads and keywords are performing the best. For example, you may find that customers who search for "bracelet charms" on Google are twice as likely to make a purchase at your store than customers who search for "bracelets". Therefore, you can afford to bid twice as high on the former keyword.

Click to learn how to install Google AdWords conversion tracking.

Tip #2) Keep Adgroups focused

Google AdWords campaigns are comprised of one or more "Adgroups". You should plan your Adgroups carefully, as doing so can ultimately determine the success of a campaign. The trick is to ensure that each Adgroup contains these ingredients:

1) Highly relevant keywords. No tangential or overly broad keywords.
2) Highly relevant ad copy. Mention the critical keyword in line 1 of the ad.
3) Highly relevant landing page. Don't direct visitors to your homepage. Direct them to a keyword specific landing page.

Let's take an example of a Shopify store that sells bracelet charms. Let's say we were creating a "bracelet charm" adgroup. The keywords in this Adgroup should all contain the word bracelet AND charm, with slight variations or synonyms. For example, "bracelet charms, bracelet charm, charm bracelet" would all be relevant keywords to this Adgroup. However, "necklace charm" or "charm" would NOT be relevant to this Adgroup. When a keyword you'd like to bid on doesn't fit neatly into an existing Adgroup, don't add it. Instead, just create another highly relevant Adgroup.

The ad copy for this "Bracelet Charms" Adgroup should mention "Bracelet Charms" in the title of the ad. This ensures that Google searches who type "bracelet charms" into Google will see your ad, which mentions the keyword they were interested in. And finally, it should direct customers to a landing page on your Shopify site that pertains to Bracelet charms (do you have a collection that contains all bracelet charms?)

If you follow this simple advice, you'll find that your ads will receive many more clicks, and Google will show your ad more often which will increase click volume as well. In addition, the visits will convert into paying customers because you've given them exactly what they're looking for.

When getting started with Adgroups, start with few highly relevant and niche Adgroups. If you find yourself profiting from these Adgroups move on to broader Adgroups with higher traffic volume.

Tip #3) Use negative keywords

Adding negative keywords to your Google AdWords campaigns is perhaps the easiest thing you can do to boost performance. Negative keywords ensure that your ads will never show on keywords that are unrelated to your business.

Let's say, for example, that you created a "Bracelet Charms" Adgroup that contained the "bracelet charms" keyword. However, your business only sells sterling silver charms. This scenario would be a perfect candidate for the negative keywords "gold". This means that when someone types "Gold bracelet charms" into Google, they will not see your ad.

If you didn't add this negative keyword, you may be paying for customers to visit your page who are looking for gold charms. When they don't see any, they'll leave your site. In effect, you're throwing money away. Negative keywords allow you to prevent this by ensuring that the traffic you pay for is the traffic you want.

It's a useful exercise to brainstorm all the potential negative keywords that pertain to your business. And it's always good to add "free" as a negative keyword, unless of course everything you sell is free.

Tip #4) Create multiple Ads

To be successful on Google AdWords, you must adopt a mindset of experimentation. You should frequently monitor your campaigns, ads, and keywords to determine which are working well and which are not. Through continual small tweaks, you can increase your Return on Investment substantially and build a serious competitive advantage.

One of the best ways to experiment with Adwords is to add multiple ads to each of your Adgroups. We recommend you start with 2 ads that are very different. Try a different pitch in each of them. After a few days, you may notice that one Ad is getting a much higher CTR (click through rate) than the other. At this point, you may choose to pause the lesser-performing ad and create another ad to compete with the winner. As time goes on, you may find yourself making smaller tweaks to the ad, such as changing capitalization and word choice. Sometimes these small changes can have surprising effects. If you continue this optimization process, you'll find yourself with a highly effective ad.

Google rewards ads with high CTR. Your quality score will increase, and the cost for each click will decrease. If you are diligent about experimenting with your Ad copy, you'll outperform your competitors.

We hope these tips help as you continue to grow your business on Shopify.