For eCommerce owners, Google marketing is not a choice between search or display ads, but rather understanding how each of these tools can help generate sales and promote their business.
The term “search advertising” describes the placement of ads on the search engine results page. On the search network, the ads are displayed with the help of keywords to lead potential customers who want to find some relevant information or perhaps a product.
In this context, “display advertising” refers to visual ads placed on third-party sites. Display ads are targeting people or groups based on factors such as behavior and demographics.
Both search and display ads, help an ecommerce business reach potential customers, increase site traffic and earn more sales. But each method has its strengths.
Google marketing with Search
When a buyer searches on Google “best cycling shoes for men over 30”, that person is interested to find out more about this topic to get more information or to buy a pair of this kind of shoes.
The search ad that targets this phrase, leads to an optimized ecommerce shoes website that may result in a sale.
In this scenario, the search ad has pulled the buyer into the funnel. He had already intended to find cycling shoes. The ad simply addressed that intention.
This ability to target customer intent means that search ads can work better as an advertising foundation and not as a way to promote sales or events.
As much, a good use of advertising on the search network would be targeting ad groups, for example, “best cycling shoes for men over 30”. This ad group and a very specific landing page could be running throughout the year. The ad would attract buyers with a very specific purpose.
It would be less sense to use a search ad for something like “shoes” because this wide offer would not suit your customers needs.
For ecommerce, you can consider:
- Acquisition of advertising in search network as part of a wider foundation.
- Focusing first on the highest conversion products.
- Use single-word ad groups so your ad copy is very focused on customer intents.
- Create an optimized landing page for each ad group.
The last point about optimizing landing pages is particularly important. An optimized landing page can give you a better quality score, which means that you can earn a better ad position with a relatively lower bid. A relevant landing page could also lead to a better conversion rate.
Google marketing with Display
This type of advertising pushes potential customers (who may be in the middle of another task) to your ecommerce site.
Imagine a potential customer reading an article about fitness for men in the 30’s. The articles page includes a graphic ad that promotes and diffuses cycling shoes.
First of all, the reader is focused on the article, but the displayed ad pushes the customer to an optimized landing page meant to convince that a pair of cycling shoes would make it much easier to cycle.
The ads are trying to display the message to the right person at the right time. A graphic ad is always an interruption, but if it’s welcome and relevant, it may be a positive interruption that will lead to a sale and a happy customer.
For eCommerce marketing, there are a few types of campaigns that make sense for display ads.
Retargeting. First, use display network to retarget ads. Retargeting or remarketing, as sometimes called, is the practice of reminding the buyers or visitors of a particular product or offer.
Imagine a buyer who visited an online store and looked at a pair of cycling shoes. This buyer left then without completing the order. A retargeting campaign would display the graphic ads to this buyer (with that pair of shoes) when visiting other websites.
Retargeting, such as search advertising, is fundamental, which means that an eCommerce business should probably have retargeting campaigns running al the time. Finally, retargeting campaigns will require the use of an ad network capable of tracking site visitors.
Promotions and offers. Then, use the display advertising to promote certain sales, events or offers.
An online store that has certain discount products can use graphic ads to promote the event. Or the same online store could have introduced a new line of cycling shoes and wants to promote the products to potential customers.
For this type of campaign, an ecommerce owner will have several ways to target customers.
- Website demographics. Place display ads on websites with favorable demographic data.
- Page topics. Place display ads according to the subject of a specific page.
- Keywords. Place display ads based on the search term used by the potential customers on other websites and redirect them to your ecommerce store
- Business interests. Place display ads for users who have similar interests as your customers.
Displayed ads that promote certain offers or events are probably not something an ecommerce business would run all the time. Rather, those types of ads are used within a certain range of data to reach a specific goal.