E-commerce you must understand to boost your ROI through Google AdWords optimization.
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Under the boom of e-commerce, more and more independent website sellers use Google as the core traffic channel. The relevant data shows that the Google advertising method has accounted for 56.98% of the independent site sellers to attract traffic, which is still growing.
But at the same time, sellers in the operation of Google advertising will undoubtedly encounter many problems. For example, "I'm not sure how effective my ad account is?" "Spending a lot of money but the ads are still ineffective?" "I know the ad content needs to be optimized, but there is no way to do it?" ..... Nowadays, for independent sellers, a good Google account diagnosis is a step that cannot be ignored after advertising. This article will share data analysis and optimization techniques to help independent sellers eliminate bottlenecks!
First, how to measure the effect of Google placement?
First of all, the effect of advertising can not be separated from the following indicators.
1、ROAS
ROAS (return on advertising expenditure) directly reflects the effectiveness of a Google advertising account.
Its calculation formula is ROAS = advertising revenue/advertising costs. In the background of Google Ads, check the definition of the data section: "Convvaue/cost." You can see the relevant data in the ads. Generally speaking, if the ROAS is above 1, it means that the ad spending and revenue are equal, but strictly speaking, if ROAS=1, the seller is still in a loss state because logistics and product costs need to be considered.
2、CPC
Google bidding ads are generally divided into the following payment models
-Cost-per-click (CPC): the cost consumed by each user clicking on the ad
-Cost-per-mille (CPM): the cost consumed for every 1000 times ad display
- Cost-per-engagement (CPE): the cost per time a user performs a specific action on an ad (registering for an account, watching a video, etc.)
However, Google uses a pay-per-click (PPC) model for advertising, so how much each click costs is an essential factor. Generally, the price of a single click is between $1 and several tens of dollars. It is recommended that sellers can first set a reasonable goal for ad conversion rate and constantly adjust ad investment for this goal.
Google's ad algorithm will weigh the seller's bid based on the quality score (an estimated score of the quality of the ad, keywords, and landing page). The higher the quality score, the more desirable the ad can rank at a lower price. This means that while sellers keep their bids the same, they may end up with fewer clicks if they improve their quality score.
3、Show ShareImpression Share
Display share (IS) = the number of displays / the total number of eligible displays. Display share can help sellers continue to optimize the work. For example, if the display share of the first week for 31%, the second week for 45%, and the third week rose to 52%, then the optimization work has made progress.
However, it should be noted that the lower the display share, the higher the corresponding competitors. Currently, the first page of the Google search engine can display up to 7 different ads. If more than 7 advertisers are participating in the same bid, then some will be excluded if they are not qualified. Reasons for exclusion include insufficient budget or bids or low-quality scores. But sellers can see if your backend needs to be more optimized by the metrics Search Missing IS (budget) and Search Missing IS (ranking).
Of course, click volume and click rate CTR is also critical low CTR means that users are not interested in the products displayed. Different types of advertising CTR vary greatly. For graphic ads, CTR>1% means that the product and material are very attractive, but if the CTR <0.5%, you need to be alert and attentive. For search and shopping ads, the CTR varies significantly by industry, but it can be maintained at least above 3% through multi-dimensional optimization of ads.
Second, after understanding the Google advertising data, then how to optimize it? Independent station sellers can start from these points:
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1, the accurate expansion of keywords
Especially some long-tail words. As long as the positioning is accurate, the conversion rate is high. Therefore, sellers need to think, in addition to the core of a few "big words, whether they can put some small but accurate terms. It is recommended that the early can repeatedly lay some keywords to test a period and then measure the effectiveness of advertising, ultimately retaining the conversion effect of cost-effective words.
2, increase the negative words
If you see irrelevant search terms through the search term report and the background statistics, find that these words can not bring conversion (including consumers who do not arrive at the site to turn off the page or in the place for a brief period), it is recommended that you can add them as negative keywords, and continue to use this way to improve the quality of keywords, reduce promotion costs and conversion costs.
3、Optimize the target page
The home page or product detail page of the independent website is the most commonly used landing page in advertising, which has the most direct impact on the establishment of consumer impressions. In addition to checking the loading time of the landing page, you can also optimize the layout and functional settings of the page. For example, the call-to-action phrases on the Banner image, product categories in the navigation bar, product features, descriptions, quality of images & videos, product search bar, hover buttons, etc.
4、Integrated optimization of advertising
1, the accurate expansion of keywords
Especially some long-tail words. As long as the positioning is accurate, the conversion rate is high. Therefore, sellers need to think, in addition to the core of a few "big words, whether they can put some small but accurate terms. It is recommended that the early can repeatedly lay some keywords to test a period and then measure the effectiveness of advertising, ultimately retaining the conversion effect of cost-effective words.
2, increase the negative words
If you see irrelevant search terms through the search term report and the background statistics, find that these words can not bring conversion (including consumers who do not arrive at the site to turn off the page or in the place for a brief period), it is recommended that you can add them as negative keywords, and continue to use this way to improve the quality of keywords, reduce promotion costs and conversion costs.
3、Optimize the target page
The home page or product detail page of the independent website is the most commonly used landing page in advertising, which has the most direct impact on the establishment of consumer impressions. In addition to checking the loading time of the landing page, you can also optimize the layout and functional settings of the page. For example, the call-to-action phrases on the Banner image, product categories in the navigation bar, product features, descriptions, quality of images & videos, product search bar, hover buttons, etc.
4、Integrated optimization of advertising
Google Search
When setting keywords associated with products, it is recommended to add brand words, as well as remarketing ads, which are conducive to expanding search display opportunities and improving ad conversion rates. On the other hand, remarketing ads are opportunities for secondary activation of customers with lower customer acquisition costs, which can enhance the return on ad spending (ROAS) by effectively reducing the cost of ad spending.
Google Shopping
Shopping ads are the most widely used and direct B2C ads with powerful reporting features and competitive data. The backend can identify growth opportunities through display share data and bid simulator tools. The backend can identify growth opportunities through display share data and bid simulator tools, ultimately maximizing advertising potential.
Google Display and YouTube
Both ad formats are very demanding in terms of material and quality. Sellers who want to operate more strategically can develop a data collection mechanism to collect and analyze data in real time, which will also help improve ROAS.
In addition, it is also possible to achieve the most reasonable budget allocation by simplifying and integrating ad campaigns of the same campaign type. Still, the number of specific ad groups is recommended to be no more than three. Sellers can bind the ad data tracking in Google Analytics (GA) in advance of the website to improve the target users to convert again.
Finally, advertising is never a one-off and requires continuous technical support and expert input from independent sellers. For this reason, sellers must establish a professional team or hire professionals to invest in Google ads on their behalf to ensure
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