E-commerce: how to run a successful campaign with Google Adwords

Location is a determining factor in a physical store's sales flow. Similarly, for an e-commerce business, ranking well in search engines is crucial to gaining visibility and consequently attracting more customers. In other words, the better your Google ranking, the better your revenue.

AdWords is a system that offers different types of paid ads highlighted on Google search pages. It works like an auction where the bid amount, keyword, and ad quality determine the address's positioning in sponsored results.

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When creating a paid ad, you can choose the campaign's initial bid. There's no exact amount to invest, but in e-commerce, it's recommended not to start with a very low bid, as the online platform is your workspace and the only way to reach customers. Typically, the higher the investment, the higher the return.

Campaign performance can be tracked in real time through various metrics available on the AdWords platform, such as click-through, conversion, and bounce rates. Campaign effectiveness begins to be measured from the moment a user types a keyword until they perform, or fail to perform, the action expected by the advertiser. Keeping an eye on these metrics is essential for optimizing future campaigns and better positioning yourself against your competitors.

Putting together a good campaign

Google AdWords displays your ads based on keyword searches and their relevance. Choosing the right keyword is the most important factor in differentiating an ad, and relevance can also be determined by the amount paid and search volume. The higher the search volume for a keyword, the better the ad's ranking.

A good keyword should be as specific as possible to differentiate itself from competitors in general searches. However, terms should contain no more than ten words to avoid the risk of becoming overly broad. Long-tail keywords are always preferable, but it's important to know how to use them. The right limit will ensure your ad reaches the right audience—those most likely to be genuinely interested in the brand or company—after all, that's what they were searching for.

With Adwords, targeting this audience is simple, as it allows you to target sponsored links based on geographic location, device, and language.

How to use Adwords

To advertise with AdWords, you need to create an account on the platform, enter your email address, and link the website of the company you're targeting. This way, ads will run in the chosen region, and billing will be made in the currency of the contracting party's country. Payment can be made by credit card, debit card, or bank slip. Then, simply set up the campaign and choose the bid amount per search. You can also choose the automatic bidding option, where the system sets the most appropriate daily budget for the campaign.