Google Ads for EUR 1,250 for an Online Store

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Google Ads for online store

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Advertising on Google products available in the online store is one of the main sources of customer acquisition. As an e-shop owner, you certainly measure where your website traffic is coming from and which products attract the most attention. According to the data, as many as 93% of people declare that they are looking for information on interesting products in a search engine (e.g. Google). It’s no wonder that so many e-commerce entrepreneurs decide to make campaigns on Google. It’s an obvious solution for bigger players. But what if we have a smaller or medium-sized online store? What budget should be allocated to the campaign to be able to compete with other e-stores in the industry and increase the sale. We decided to answer this question in this article based on an example of a window curtain store campaign for EUR 1,250.

The budget for a Google Ads campaign depends on several key factors. Especially in the e-commerce industry, it can fluctuate significantly, therefore, when starting your adventure with campaigns on Google, there is no need to go deep into the water. It is worth taking the advice of a Google Ads specialist who ran a campaign in a similar industry and can determine the average starting budget.

For smaller or medium-sized stores, a common starting budget proposed by Google Ads specialists is EUR 1,250 (of course, it depends on the industry, so for the purposes of this article, we chose a store profile that could definitely start with this amount).

Verseo Ads Banner
Verseo Ads Banner

What Advertising Solutions Do We Offer in the Google Ads Budget of EUR 1,250?

When working with online stores, we primarily take into account the size of the store ( the number of products we want to advertise), industry competitiveness, product types and prices, and the customer’s shopping path. Therefore, we adjust the type of campaign and advertising content to what and where we promote, to the stage of the shopping path, and the frequency of purchasing a given product (regular or occasional purchase). To promote online stores, we most often use:

  • shopping campaigns (so-called Google Shopping / PLA) – the most popular and effective campaigns for advertising online stores and presenting specific products to internet users with photos and prices,
  • campaigns on the Search Network – text ads aimed at customers at the initial stage of the shopping path who are just looking for information about a given product or use general keywords or phrases containing the brand name,
  • remarketing – image ads referring to customers who visited our website, viewed products or put them into the cart, but have not finalized their transaction or to customers whom we want to encourage to buy our product again.

Depending on the purpose and case, the budget of EUR 1,250 is appropriately divided into the above types of campaigns. Most often, the largest part of the budget (up to 70%) is allocated to the shopping campaign (because this type of campaign is the most effective method of promoting online stores and driving traffic and sales on the website).

The next 20% of the budget is spent on remarketing (it is worth noting that the remarketing budget will differ depending on the industry – the more expensive the product is, the longer the path to purchase may be. When people buy more expensive products (e.g. furniture, household appliances or RTV) they compare the prices, check the offers on various price comparison websites and need more time to think. In this situation, it is worth returning to these potential customers with an ad more intensively or preparing a separate offer for the abandoned cart. The last 10% of the budget is spent on branded text ads (the great advantage of branded ads is the fact that clicks are very cheap, so even with a minimal budget, you can generate quite a lot of traffic and sales).

You are probably wondering where the budget for non-brand text ads is? Well, with medium budgets (yes, EUR 1,250 for e-commerce such as window curtains is not a very large budget), we most often invest in shopping ads. After collecting the right amount of data, we verify the campaign settings, budget distribution and add (if advisable) another campaign in the search engine, e.g. for keywords related to the products that sell best in the shopping campaign or those on which the customer wants to focus the most.

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What Are the Main Advantages of the Campaigns Described Above?

  • you can target your campaigns to people at different stages on the shopping path by adjusting ad content and ad formats,
  • you have the ability to precisely define the content of ads for a given audience and present your products in the form of interesting images. Thanks to interesting advertising texts and a properly structured CTA, people who encounter the ad know what to do after clicking on the ad,
  • thanks to shopping ads, you save on costs – internet users displaying product ads can already see their picture and price in search results. If they find that they don’t like the product or its price is too high, they won’t click on the ad and you won’t pay if there is no click.
  • you can direct internet users to relevant subpages with the searched products. Thanks to this, potential customers save time and don’t get nervous about having to go through various subpages, which could effectively discourage them from shopping in your store,
  • you can test various options for advertising content, and thus, after a certain time of running the campaign, choose the ads with the highest effectiveness, and delete those that do not bring results or generate excessive costs,
  • nothing prevents you from temporarily or seasonally suspending the campaign,
  • there is also no problem with changing or adjusting the budget of the entire campaign or its part,
  • using the keyword planner, you can search for phrases most often entered by users looking for curtains, thanks to which, while running a campaign, you can precisely determine the rates for clicking on an ad displayed on a given phrase
  • you have total control over click rates and thus the overall budget of the campaign,
  • thanks to ad extensions, we can provide additional information that does not fit in your ad text. Moreover, extensions will increase the advertising field and make the message more interesting (e.g. explanatory extensions allow you to add information about free delivery, and call extensions allow you to contact the hotline directly in case of additional questions about the product).

Additional Advantages of Google Ads Campaigns for Smaller or Medium-sized Online Stores:

  • by using the Google Ads system and the data available in Google Analytics, you can carefully analyze how users visiting your website behave.
  • campaigns conducted in the Google Ads system for online stores allow you to view statistics. With such a large amount of data on buyers’ behavior, you can adjust ad content, formats and decide to withdraw certain products or add additional products to your offer.
  • in case of a store with curtains, the campaign can also be targeted at people who are looking for similar products, e.g. related to home decor. So if we sell a given type of products, we have the opportunity to reach people who were looking for similar items or who may be potentially interested in renovating the house/ apartment.

How Do I get a 20% Discount on Google Shopping Clicks?

When running Google Shopping campaigns, your products will appear in general Google search results and in the Shopping tab. After the users enter a phrase that interests them, such as “living room curtains”, product suggestions will appear at the top of the results. Displayed are ads that – thanks to a properly set rate for a click – took part in the auction for the right to display and won it (YES, advertisers list their ads/ products to compete for the advertising space)

By using Verseo CSS, you have an advantage at this stage. How is it possible?

By adding products to the Verseo CSS price comparison engine, the costs of the shopping campaign are 20% lower compared to the Google price comparison engine (because the margin imposed by Google does not apply here). Therefore, when running an online store and launching your first advertising campaign in the amount of EUR 1,250, it is worth taking advantage of this offer and reducing investment costs from the very beginning.

To sum up, advertising on Google for small and medium-sized online stores is very effective. For many store owners, the ability to quickly launch a campaign and easily introduce changes is the main premise for launching sales in this channel. In addition, the data obtained from the campaigns show ​​the interest in products and can provide the necessary information about the seasonality of sales and trends.

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Conversion – What Is That?

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Conversion - what is it?

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We talk about conversion mainly in the context of online stores. However, it is a very widely used term also in connection with internet marketing. High conversion is the main goal of most marketing activities because it translates into profits. What exactly does this concept mean? What are the conversion goals and how to increase the conversion rate? Read and check!

Conversion – What Is It All About?

What is this mystery conversion? According to the dictionary it means “transforming the form of something”. The marketing industry, however, has a more precise definition of the word. In this case, we talk about conversion when the passive user changes into the active user. In other words, it takes place when the user performs a specific action, desired from the point of view of the website owner, that is clicks a specific link, subscribes to the newsletter, makes a purchase, etc. Conversion usually translates into profit, therefore, monitoring and implementation of solutions aimed at increasing it, are so important.

Conversion goals may vary. The most common of them are:

  • making a purchase,
  • leaving contact details (sales lead),
  • registering a customer account,
  • subscribing to the newsletter,
  • filling the form,
  • clicking on an advertising banner on the website, pop-up, CTA button, etc.,
  • downloading a file,
  • watching a video shared on the website,
  • displaying the key subpage of the website,
  • staying on the website as long as possible,
  • displaying a certain number of subpages during one visit.

Sometimes individual criteria are also used – for example, a conversion is considered to be only a purchase above a certain amount. Defining clear conversion goals is essential for monitoring and measuring. This is the basis for determining the effectiveness of your marketing activities. It’s simple – through marketing you try to persuade customers to certain actions (purchasing, saving, leaving contact details, etc.), so it is worth regularly checking how specific strategies affect this indicator.

What Is The Conversion Rate?

Conversion rate refers to the proportion between the number of conversions and the total number of visitors to your website. This is an indicator that helps determine the effectiveness of your website. If it is low, it probably means that the website is incorrectly constructed in terms of UX (user experience) or the offer is not interesting or competitive enough. In order to convert, you need to attract the users and convince them to become customers. A low rate may also indicate technical problems on the website – e.g. an  inability to subscribe to the newsletter, an error in the cart that prevents the purchase, etc.

Conversion Rate Optimization – How to Increase It?

Usually, the number of conversions has a direct impact on profit. Therefore, increasing it should be the priority of the website owner. Conversion optimization covers all activities that should improve its rate. It should always be based on the previous analysis of the target group and the created goals and marketing strategy. Properly conducted optimization should help with adapting the presented content to the recipients of a given product. The CRO strategy should be developed to improve those elements of the website that will help to meet the target.

Usually, CRO activities are carried out along with SEO optimization. Thanks to this, the website can attract more visitors and that has an influence on the number of conversions. Additional actions to improve its rate should result in increased profits. In order to check the effectiveness in terms of strategy implementation, both website traffic and the conversion rate should be monitored. Successful optimization can be broken down into three different areas.

  1. Customizing the appearance and functionality of the website

The appearance and functionality of the website must meet the needs of the recipient. This means that some steps must be taken to first understand these needs and secondly find a way to meet them. What is worth considering?

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Verseo Ads Banner
  • User Experience

Regardless of the type of interaction with a potential client, you should take care of their positive experiences. In the case of a website, this includes many elements, for example visuals. The website should be clear, intuitive, easy to use and appealing to the eye, although in this matter, of course, individual taste plays a significant role. A well-thought-out design with appealing images and a clear division will affect the visitors’ feelings and encourage them to read the content, which gives a greater chance of conversion. Unintuitive, visually unattractive or even incorrectly displayed pages are discouraging, which of course affects the conversion rate lower.

  • Correct action

It is also worth remembering that the website must function properly and smoothly. All messages should be brief, and links or buttons should lead to the appropriate places. It’s best to avoid distractions such as pop-ups. It is also necessary to check that all functions are working properly and that the site is intuitive.

  • Clear messages

It is also extremely important to use clear, comprehensive messages. If a potential customer sees several different CTAs on one page, chances are they’ll just leave it without knowing what to do. Visitors should not be required to make difficult decisions. It‘s advisable to be careful when it comes to distractions in the form of pop-ups or flashy banners. Currently, in Web design, simplicity is the king, both in terms of functions and the appearance.

  • Matching the target group

Language, content and the appearance of the website must be adapted to the target group. That is why it is so important to define the group correctly and precisely. If you meet the needs and expectations of a potential customer, there’s a much greater chance that a conversion will take place.

  • Loading speed

The website should also be checked for technical reasons. Too long loading time effectively discourages internet users who are not used to waiting for the information they are looking for. Large files, specific plugins, templates or other unnecessary overlays can significantly slow down the website and you lose the opportunity of gaining potential customers.

  1. Refined purchasing process

Once you gain customer interest and encourage them to read your offer, make sure they don’t get discouraged and make a conversion. Therefore, the purchasing process should always be transparent, refined and safe. What to remember?

  • Encryption

SSL encryption is now a standard not only for online stores and other websites that collect user data. The certificate is mandatory for any website. It is worth investing because internet users are more and more aware and do not trust websites that do not have a characteristic padlock next to the address. Such sites are also indexed at lower positions in the search engine.

  • Cross-selling and up-selling

These are two techniques that can help you increase your profit. It is enough to add a script to the website that will suggest the user goods similar or complementary to the one he/she has chosen. It’s a simple mechanism that works very often.

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  • Simplify the process

Remember to make it as easy as possible for the internet user who decides to convert. The process of purchasing (or saving, leaving data, etc.) should be simple. It definitely cannot take too long and involve many steps in order to minimize the risk that the customers will change their mind during the conversion process.

  • Feedback

Internet users very often look for opinions about companies whose services they want to use. Therefore, it is worth giving the possibility to share opinions about your brand on the most popular websites, and you can even link them on your website.

  1. Image and communication

A reliable company that is perceived as an expert in its industry inspires much greater trust. Therefore, you should not forget about building your strong position in this area. Communication with the user is also important – a quick answer to any questions or doubts will definitely help in increasing conversion. What is important here?

  • Industry content

Customers are much more likely to use the services of brands that have authority in the industry. That is why it is worth speaking from the position of an expert and presenting expert content to the recipients. This has an amazing effect on the image and prestige, as well as trust. In addition, a large amount of valuable content helps in positioning. Remember also that by publishing articles or other types of content (we will get back to this in a moment), you help potential customers make purchasing decisions. Therefore, it is a good idea to compare available solutions, lists of popular products and guides on their use. Think about what information your potential client may be looking for and try to put it on the page. Industry content has a big impact on conversion.

  • Uniqueness

What is the most important, the content must be unique. Copying even some parts from other websites is absolutely unacceptable. It is also absolutely forbidden to copy content within the same website – e.g. using the same descriptions for similar products. It is also worth following other SEO rules so that they match the requirements of both users and Google.

  • Audiovisual content

It is also worth adding audiovisual content to the arsenal of content presented to recipients. Currently, they are definitely gaining in popularity compared to articles. In addition, a video can often convey much more information than a description or photos. You can share video content about the company and its products, including how they are used, operated or assembled.

  • Attribute optimization

From the SEO point of view, the most important are headlines that contain keywords, which are clear and comprehensive and include meta data of the page. It is also worth paying attention to the optimization of photos – that means, e.g. their correct title. In addition, make sure that they catch the attention of the reader and are informative. You should also pay attention to the size of image files – too large ones will slow down the page loading.

  • Communication

Provide potential clients with several communication channels so that each of them can contact the company in the most convenient way for them. Also make sure that the communication between the brand and the client is consistent and professional. In addition, it is also important to answer the questions as quickly and completely as possible.

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Measuring Conversions

The effectiveness of your actions – according to the points mentioned above – you can check by measuring the conversion rate. It is not difficult at all – all you need is a basic tool that almost every website uses, namely Google Analytics. There you will find information about the number of visits to the website, time of visits and activities performed by users. Thanks to this, you will learn a lot about the problems that internet users may encounter and areas that require improvement.