The Ideal Google Ads Partner for Your Ecommerce Growth

Google Ads reigns supreme as the largest search media platform, driving traffic and elevating conversion rates. However, it might come as a surprise that it’s also the most intricate and demanding to grasp. With an array of products encompassing Search & Shopping, Display, YouTube, and more, there is a wealth of resources available to assist in your business expansion.

Through our extensive account auditing experience, we’ve observed that brands often allocate a significant portion of their budget on Google Ads, particularly towards chasing traffic that was already destined for their website—these are commonly referred to as branded search campaigns. Unfortunately, a substantial amount of this spending ends up going to waste.

Step 1. Assessing Google's Suitability for Your Brand

When it comes to Google's online advertising platform, we typically evaluate two key aspects when considering collaboration with brands.

1. Does your business operate within a niche market that experiences a substantial volume of search queries?
2. Does your product exhibit distinctiveness, setting it apart from competitors? For instance, this distinctiveness could be as straightforward as a pair of shoes—yet one featuring a rare color combination that distinguishes it from the rest. 

Brands that align with these criteria are ideally positioned for us to swiftly establish dominance in the realm of search marketing.

Step 2. Depth Brand Analysis

You’ve got a unique product in a niche market, and you’re keen on advertising through Google. With a plethora of options like Google Search, Google Shopping, YouTube Ads, and Google Display, it can be overwhelming to decide where to begin. That’s where we step in. At Evestar, our team of experts initiates every partnership with an initial audit aimed at acquiring a profound comprehension of your business, the competitive environment, your target audience, and various other crucial factors.

Exploring Google Shopping Expansion

Is your brand’s product visually appealing? Do you possess a competitive edge that can lure users into clicking on your product?

All these variables come into play when considering whether Google Shopping—the premier ecommerce platform on Google—should take center stage in your Google Adwords campaigns. In the realm of e-commerce, Google Shopping nearly always emerges as the most lucrative channel.

Our initial dive begins with a comprehensive analysis of search terms, aiming to gain a deeper insight into what potential customers are actively seeking in search results. Subsequently, we meticulously scrutinize the titles and descriptions of each product, ensuring that the most frequently searched keywords find their place in these critical components.

Although this process demands time, experience, and precision, it serves as the pivotal launching pad for all subsequent actions. Once this review is complete, we’re prepared to optimize shopping feeds, encompassing elements like product titles, descriptions, and more. Additionally, we craft a new campaign structure that guarantees visibility for the right search terms while efficiently eliminating waste.

The unique nature of Google Shopping, particularly its inability to bid on exact keywords, distinguishes it from Google Search. It’s within this distinctive landscape that 1 ECOM agency’s distinct approach takes on heightened significance. Our proficiency spans data feed optimization, campaign architecture, and maintains a strong synergy with SEO practices, all of which are pivotal for the sustained success of Google Shopping campaigns.

Assessing YouTube as the Right Platform for Your Goals

For businesses equipped with compelling video content, YouTube presents an exceptional opportunity to harness cost-effective traffic. The capacity to position video ads on prominent channels, specific interest groups, or a combination of both stands as one of the most potent targeting resources at your disposal.

It’s quite common to witness cost-effective outreach via YouTube, particularly when engaging with a highly relevant audience.

YouTube boasts an array of distinctive targeting features, positioning it as a logical companion to Facebook Advertising. While Facebook’s algorithm excels in pinpointing target demographics, YouTube leverages tools like users’ previous search history to broaden our reach to the intended audience.

Is Allocating Budget to Google Display a Wise Choice?

Have you maximized your potential across various social channels? Are you eager to extend your top-of-funnel awareness? If the answer is yes, then Google Display could be a suitable choice.

Google Display is often one of the most misconstrued channels within the array of Google products. Despite being a longstanding network for advertising, the vast reach it offers by placing banner ads across millions of websites has consistently proven to be an effective means of connecting with users.

In the majority of cases, businesses come to us with relatively modest display budgets, primarily earmarked for remarketing endeavors. However, we’ve encountered numerous instances where Google Display emerges as the precise tool necessary for a business to advance and broaden their digital presence.

Given the availability of adequate budget resources, Google Display holds the potential for substantial profitability.

Step 3. Comprehensive Architectural Assessment

To ensure long-term success and foster brand expansion, it's imperative for us to conduct an in-depth exploration of your campaigns. This involves pinpointing where and when they should be segmented, all while meticulously scrutinizing the overall account structure. Our audit focuses on key questions, including:

1. Do we have possess control over targeting?
2. Are we employing the correct campaign-building framework?
3. Is the account effectively segmented?
4. Are we prioritizing the fine details that drive maximum success? 

Step 4. Account Rebuild

The majority of brands who seek our assistance present accounts that require substantial redevelopment, commencing with the core campaign types and gradually expanding outward. Our process for redesigning an account encompasses the following sequential phases: Our rebuild process consists of the following steps:

1. A comprehensive assessment of all fundamental components within the account, including Negative Keyword and Exclusion Lists, Conversion Tracking, Attribution Models, Audiences, etc.
2. Transforming any Smart Shopping campaigns into standard campaigns. 
3. The Redevelopment of Brand search campaigns to extract maximum value.
4. The Redevelopment of Non-Brand and Competitor search campaigns.
5. The incorporation of Display and Remarketing campaigns into the account.
6. Review and a thorough evaluation of any other Display or YouTube campaigns that may exist in the account. 

In contrast to Facebook, Google affords us the opportunity to optimize campaigns according to our own judgment. Consequently, once our Google Media Buying team restructures a campaign, we are immediately prepared to capture all relevant data required for optimizing our bids and keywords, ultimately leading to the establishment of a profitable campaign structure. It's important to bear in mind that while you possess the capability to advertise successfully on Google, true profitability only arises when you master the art of 'how' to wield that control effectively.

Step 5. Employing a Comprehensive Strategy

Once you've established the framework, devised fresh creative content, and optimized the website's user experience (UX) and conversion rate optimization (CRO), your environment is primed for testing and expansion. During testing, a reputable Facebook Advertising Agency should attain commendable benchmark metrics in terms of Customer Acquisition Cost (CAC), Average Order Value (AOV), and Conversion Rate to validate the success of the test. It's only when these metrics demonstrate solidity that your team should contemplate increasing budgets.
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