All The Must-Haves You Need To Run A Successful Ad Campaign!

Ecommerce Business Planning

Must- Haves Before Planning a Google AdvertisementsCampaign

Think of your monthly budget beforehand as an investment in Google Advertisements campaign until you have the following six details

1. Reasonable Monthly Spend

2. 90 Days to Prove Concept

3. An Ecommerce Enabled Website With a Product Feed

4. Enough Margins to Support a Traffic Campaign

5. Unique Selling Proposition

6. No One-Off Products

Let’s explain

1. Reasonable Monthly Spend

Think of your monthly budget beforehand on an investment.

You're buying data you need to understand what works in your campaign, what doesn’t, and where to make changes — in a reasonable period of time.

With that investment, Google will start to make an audience specifically for you that you'll capitalize on latterly. And it'll be worth it! You * must * have enough monthly advertisement spend to accumulate enough accurate data for testing and optimizing down the road.

For example, at The Designate, we won’t take a customer whose budget is under$ 2000/ month.

Budget under$ 2000 per month? Perhaps you want to hold off until it’s more feasible.

Google is a learning algorithm. The first three months are going to be the most “ painful” part of your campaigns. This brings us to our next detail

2. 90 Days to Prove Concept

It bears repeating that Google is a learning machine. And learning takes time.

In fact, we’re asking Google to do some fairly spectacular behavioral analysis.

After you set up your Smart Shopping campaign, Google learns

.

• When clients interact with your advertisements

• How many times do clients click on your advertisements

• What channel those advertisements are clicked

• How long does it take for the prospect to comeback

• What channels do they come back to

• Which other products do they view

Once Google has all that data, it determines how many other clients follow through the same pattern or similar cycle.

So, for a 15- day sales cycle ( meaning it took 15 days from when a client first clicked your advertisement to when they made a purchase), you might have to stay a full month for sales to start coming by. Meaning it'll take a full month for Google to begin to gather data for testing and optimizing.

Again, those early days are tough. But by day 90, you should have enough data to tell whether or not the campaign will work long-term.

3. An Ecommerce Enabled Website With a ProductFeed

This one may sound quite obvious, but here goes

.

Your advertisements will send prospective clients to your website. Thus, you need an enticing, easy-to-navigate e-commerce website complete with a product feed tool.

Remember, your “ product feed” is much further than a CSV file of product titles, descriptions, GTIN codes, and prices.

For eCommerce businesses, the product feed will make or break your campaign.

When it comes to e-commerce platforms, particularly ones that integrate beautifully with Google Advertisements, Shopify is our fave.

4. Enough Margins to Support a TrafficCampaign

Running advertisements takes capital. Can your profit margins support these campaigns?

See, you can have a 100 profit margin — but if you’re selling$ 2 items, your campaigns still might not be profitable.

Unless you have a higher cart value than the original price.

In other words, your products need to be priced well enough (with the profit margin to support it); or else, you’ll depend on clients adding further to their cart than the single advertised product alone ( i.e. more bang for your advertising buck).

5. Unique Selling Proposition

The more heavily saturated your market, the harder it’s going to be to turn a profit from Google Advertisements. So, what makes you different?

.

And * ahem * being the cheapest option isn’t the answer.

Think about your favorite products what makes them your favorite? Is it the company’s dependable return policy? The quality of the product? The materials used?

Your unique selling proposition is key for the success of your campaigns — specifically longevity and return traffic. After all, it’s six times less costly to sell to an existing client than a new one.

6. No One-Off Products

However, gemstone colors, or photographs), If you have customizable products ( think products that are customized with engravings.

But when it comes to one-offs, Google Advertisements won't work.

To reiterate, one-offs are products that you can only sell once (like a unique, one-of-a-kind oil painting).

And therein lies the problem

When you make a deal through Google Advertisements, it's Google’s job to try to recreate that cycle. It’s a learning machine!

But because single products can only sell one time, Google has no way to recreate that process.

So, Google uses GTINs to identify and categorize products. But when you sell a one-off product (a single GTIN), that code disappears forever (bye, bye, precious data).

Do you produce handcrafted products?

Consider creating multiples of the same product- type (ceramic plates, for instance) and simply admit that they might vary slightly in design due to the nature of handcrafted products.

Your first transaction is always your most costly in Google Advertisements. You don’t want every transaction to be your first.

Interested?

BOOST YOUR ROI TODAY

Designate has consistently increased conversion rates for its clients by engaging the most sophisticated metrics and tools to acquire, engage, and convert target audiences across domains. Get in touch to know how we can boost your ROIs.