Avoiding Common E-Commerce Marketing Mistakes with Google Ads
E-commerce businesses have a world of opportunity when it comes to digital marketing and driving online sales. However, in the excitement of creating Google Ads campaigns, it's easy to make mistakes that hurt performance. In this post, we'll explore some of the most common Google Ads errors made by e-commerce marketers and tips to avoid them.
Failing to Track Conversions
One of the biggest Google Ads mistakes is not having accurate conversion tracking set up. Without understanding what actions on your site constitute a conversion, such as an online purchase or email signup, you can't properly optimise towards that goal. Implement robust e-commerce tracking using Google Analytics to know exactly how your ads are contributing to bottom-line revenue.
Using Default Campaign Settings
Google Ads makes it simple to launch campaigns fast, but the default settings rarely lead to optimal results. Customising your ad groups, bids, locations, devices, ad scheduling and more per your business's needs is essential for cost-efficient conversions. Take the time to configure settings aligned with your customers, products and growth objectives.
Targeting Too Broadly
It's tempting to maximise your reach by targeting large swaths of searches and geography. However, a focused, relevant audience is key for Google Ads success. Drill down into the search terms, locations, demographics and more that indicate interest in your specific products. Eliminate irrelevant areas that drive up costs without conversions.
Following e-commerce best practices in your Google Ads account may take extra work upfront, but pays off exponentially in the form of superior ROI. Avoid these common pitfalls and set your campaigns up for maximum, cost-efficient conversions.