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Google Ads for eCommerce – best strategies

by | 22 August 2021 | eCommerce marketing, PPC Campaigns | 0 comments

If you have your own online store, you know very well how complex the e-commerce system is and how many factors affect your sales. Each business is characterised by its clientele and even 2 similar stores (I mean a similar assortment or the store’s UX) – can achieve completely different results. Therefore, one of the best places to acquire customers (not only in e-commerce) are Google Ads for eCommerce.

What are universal campaigns that will work in 90% of businesses?

Here is my compilation:


Google Ads for eCommerce – Google Shopping [product campaign]


This is a type of Google Ads campaign that you have certainly noticed more than once … as a customer!



This campaign, as a rule, brings the most revenue (of course, in general). It is also not difficult to configure – and it is based on a Google Merchant Centre account and a properly prepared product feed. Product feed is a special file containing all the necessary information about your products, such as name, photo or price. The list of your products is also displayed in the Shopping tab, increasing the exposure of your assortment – and thus increasing your chances of sale! It is worth mentioning here that Google Ads is constantly expanding the functionality of its campaigns, and we have a lot of ways to optimise.

First, we can choose a campaign subtype: standard or intelligent.



In the case of standard campaigns – we have the option of manual optimization, e.g. recipient settings, ad schedule or device targeting. When using an intelligent campaign, its activities are largely based on an automated strategy. It’s a combination of a standard Shopping campaign and dynamic remarketing on the Display Network, which makes them often very effective. There is also a new option here – targeting new customers (not yet available for all accounts).



There is no clear answer as to which campaign will work best for a given business. There are no rules and constant analysis and tests – which campaign converts better, and which products generate too high costs, etc. – is essential here. From experience, however, I can say that the option of targeting new recipients – in most accounts I work on on a daily basis, generates a surprising COS.

Targeting remarketing users is quite an effective strategy. Each of us has our favourite stores to which we like to come back. Thanks to properly configured dynamic remarketing, you will show your potential customers – e.g. the user who viewed your offer yesterday – exactly the products they are looking for.


Google Ads for eCommerce – Search Ads [search campaign]


Another campaign is the Search Network campaign. The Google search engine processes over 3.5 billion queries every day. It is a great place to list your assortment as well. The campaign works on the basis of the search keywords – which you set during setup. In this case, for the word sneakers, the following creations appeared above the organic search results:

It is quite interesting here how much we can expand Google Ads campaigns with various types of extensions. In the example above, the eobuwie.pl brand additionally used information about free pickup at a parcel locker. This type of variety attracts interested users.



All extension types available for Search campaigns:


  • sitelink extension
  • extension of the explanations
  • extension of information on the site
  • graphic extension
  • connection extension
  • contact form extensions
  • location extension
  • related location extension
  • price extension
  • application extension
  • promotion extension


The graphic extension is a relatively new type that also makes the creation more attractive.


In e-commerce, on the other hand, price expansion is particularly important. Based on the analyses, you can choose a set of your bestsellers that will be displayed just below the ad (along with an active link to the product, name and price). However, keep in mind that Google does not always display all of your extensions – they will only show when this might improve your ad’s performance or your ad’s position and ranking are high enough. It’s definitely worth having them properly configured.


Google Ads for eCommerce – Dynamic Search Ads [dynamic search campaign]



This is a dynamic campaign in the search network, which has a certain advantage over the standard ones. The ad header and URL are generated automatically by Google, based on the search query entered into the search engine and the content of the corresponding landing page. We can limit the scope of searches to specific categories, selected URLs or target all pages.

This is a very attractive type of campaign, which, in addition to very good conversions, usually also gives us a large number of search terms – which, thanks to good optimisation and exclusions, can later be used in a standard text campaign. The best results will be achieved in the case of large sites with extensive categories, but it is worth testing this type of campaign also in the case of smaller or niche businesses – where at the beginning we do not know which keywords to build campaigns on.






It is worth mentioning about the other campaigns we have up our sleeve – so that our Google Ads for eCommerce ecosystem works better, remarketing lists are constantly updated with the right recipients, and algorithms obtain data for learning. We are talking about campaigns in the advertising network and discovery, which are displayed, among others, on the YouTube homepage. Often, despite the lack of direct conversions, these campaigns take an active part in the customer’s purchasing path – supporting sales.

Above, I have discussed the 3 most important Google Ads campaigns that generate a significant part of the income of my e-commerce clients on a daily basis. Thanks to analyses and optimizations, we can modify them in various ways – by appropriately selecting groups of recipients or selecting product groups. There is no single rule in testing, and it all depends on our creativity, time and budget!

Adrianna Ziobro-Jawniak
Adrianna Ziobro-Jawniak

Certified Google Analytics, Google Ads and Facebook Ads Specialist. Managing dozens of eCommerce projects: optimizing the campaign to gain the highest ROAS, on a daily basis.

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