How to Craft Compelling Google Ads for eCommerce

Many of those involved in PPC tend to be the data geeks. That means we often focus more on impression share ratios, target ROAS, and search queries than the creative side of advertising. With Google doing more and more of the heavy data lifting, marketers need to understand that the two things AI and machine learning struggles to replicate are creativity, and a deep understanding of our customers.

High CTRs, alongside highly relevant ad copy, are rewarded with higher quality scores which leading to lower cost per clicks. Lower CPCs are ever more important as the barrier to entry to setting up an ecommerce business is the lowest it’s ever been (and getting lower), especially with the rise of Shopify.

To stand out from the crowd, you need to present a real, tangible differentiation in the market place. Which means you need to be creative with your copy.

Media buyers will often talk about selling points and how you have to showcase your benefits within the ad copy. Ecommerce PPC has 3 core ad copy pillars that the sale hinges on:

1. Your Site

2. Your Product

3. Your Offers

The below highlights some examples in more detail:

Ecommerce Site Selling Points

Free Delivery Over X: This is a strong incentive for customers to increase their basket size.
Over 300 5-Star Reviews: Having over 300 5-star reviews demonstrates that you are trusted and have a proven track record of looking after your customers.
Exclusive To Us: Offering products exclusive to one’s site can create a sense of uniqueness and urgency
Each Order Donates £1 To Charity: Incorporating charity into each order by donating a fixed amount portrays the brand as socially responsible. This can resonate well with socially conscious consumers.
Secure Payment:  Security in payment processes reassures customers against fraud, leading to increased conversions.
Fast & Free 2 Day Delivery: Fast and free 2-day delivery appeals to the immediate gratification desire of shoppers.
30 Day No Hassle Returns: A 30-day no-hassle return policy reduces the perceived risk of purchasing and encourages trying out new products.

Product Selling Points

UK Made: Products made in the UK appeal to a sense of national pride and suggest a certain quality
31% More Powerful / Finished in 10 Minutes: An item being 31% more powerful or promising completion of tasks in 10 minutes conveys efficiency and value.
As Seen in Vogue, Cosmopolitan: Having products featured in reputable magazines like Vogue or Cosmopolitan can significantly bolster brand prestige. Where have you have been featured? Can you lean on this angle?
Made With Bamboo, Cotton, Sustainable / Recyclable: Products made with sustainable materials like bamboo and cotton can appeal to environmentally conscious consumers. Offering recyclable packaging can further enhance the eco-friendly image of a brand. Think about what is currently trending. If you’re a socially conscious brand it will always be worth highlighting.

Types Of Ecommerce Offers

20% Off With Code HERES20: A 20% discount using a specific code such can be a direct call to action that stimulates sales. Better to use sparingly otherwise you may end up losing brand equity.
Spend £100 to get £10 Off: Encouraging customers to spend more to receive a £10 discount can effectively increase average order value. This can especially work well with tiered offers.
Buy 1 Get 1 Free: A ‘Buy 1 Get 1 Free’ deals can double the perceived value for a customer, making it a compelling offer. Often works well on lower aov items.
Free Delivery: Offering free delivery, regardless of the purchase amount, is always a powerful motivator for customers to complete a purchase. It’s often the easiest to implement.
Free Gift With Order: If you sell products that complement free gifts you should make the most of them. Some brands employ this tactic as an ongoing incentive, as it works especially well if the gift is also sold on site for a lower price.
New Customer Offer: 10% off for new customers only is a common but effective offer for ecommerce. This is good for more established brands that don’t want to lose margin on previous customers who were planning to buy anyway.

How To Know Which Copy to Use?

Knowing what your customers want is 99% of the battle to achieving higher quality scores, clickthrough rates, and even conversion rates as you raise their buying temperature. Your copy should reflect who your audience is, and what they need from you. You also need to factor in the following when crafting copy that is going to resonate:

Demographics: Age, gender, income, occupation, education
Psychographics: Personal values, beliefs, interests, lifestyle
Identifying Pain Points: Feedback, surveys, market research, reviews, analytics

Ad copy should align with the search intent of the audience, which can range from informational queries to transactional searches. You can uncover this through the initial stages of keyword research. It’s best practice to group your keywords by their intent.

Here’s how keywords are often segmented:

Informational – e.g. what are the benefits of aloe vera for skincare?
Competitor/Navigational – e.g. the body shop
Transactional e.g. Aloe Soothing Day Cream 50ml

This should get you thinking deeper about how to position your ad copy and all the angles you can take. Start with a blank spreadsheet with 3x columns and write down 5-10 points across site selling points, product and offers you can implement.

Amore Digital is a boutique Google Ads Agency that has a mix of ecommerce clients from pet, fashion, automotive, healthcare and more. We provide a specialist service with Google Shopping, Feed management, Pmax management and search marketing consultancy.

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