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In today’s dynamic market, driving sales online requires a strategic approach grounded in data and driven by innovation. From leveraging AI-powered solutions to optimising bidding strategies and targeting the right audience, Google Ads solutions can help you reach the right customer at the right time and drive results.
Let’s take a look at how to drive online sales, and additional strategies to help you reach your goals.
Boosting online sales
To maximise your online sales and monitor your return on investment, use the following best practises:
- Smart Bidding: Using Google AI, Smart Bidding automatically sets precise bids for each and every auction. You can optimise the true business impact of your ad campaigns more accurately by measuring and bidding toward the value of conversions that are important to you (such as lifetime value, revenue, or profit), and not just the volume of these conversions.
- Broad match: As the only match type that uses all of the signals available in Google Ads to understand the intent of both the user’s search and your keyword, broad match gives you the flexibility to find more relevant queries that are expected to perform well for you. Pair broad match with Smart Bidding in Search campaigns to ensure you’re only competing in the right auctions, at the right bid, for the right user.
- Performance Max: Use the full power of Google AI from end-to-end with Performance Max to connect with customers across Google’s full range of channels and improve your bidding, audiences, creative, and more. From a single easy-to-use campaign, capture valuable searches and multiply conversions from customers you might have missed across all of Google. For retailers, Performance Max seamlessly integrates Shopping ads, showcasing your products to eager shoppers at the perfect moment.
- Web to App Connect: For businesses with apps, connect your website and app experiences seamlessly, allowing customers to easily transition between them on mobile and complete their purchases. This can lead to higher conversion rates and increased sales.
Get more value from your bid strategy
On average, advertisers that switch their bid strategy from having a target cost per action (CPA) to a target return on ad spend (ROAS) can see 14% more conversion value at a similar return on ad spend. Learn more.1
Driving profit
Use these tools to drive more profitable sales and boost your bottom line:
- Conversions with cart data: Track sales of specific products on your website based on clicks on your ads. This helps you understand exactly which products are being purchased and how your ads are impacting your sales in more detail. You can then use this information to optimise your campaigns and get better results.
- Profit optimisation goal (beta): Optimise for profit with your Performance Max and Standard Shopping campaigns using data from your cart-level conversions and cost of goods sold in Merchant Center. Google AI will prioritise ad placements that help drive higher profits for your business.
Give your profits a lift
Customers who use gross profit optimisation in Smart Bidding see on average a 15% uplift in campaign profit, compared to revenue-only bidding optimisations.2
Acquiring new customers
If you’re ready to expand your customer base, consider the following to effectively acquire new customers:
- New customer acquisition goals: Set clear objectives within your Google Ads campaigns specifically focused on acquiring new customers. This allows you to tailor your bidding and targeting strategies for optimal results.
- Demand Gen campaigns: Win key moments of influence on YouTube and on Google’s most visual, immersive inventory. With the power of Google AI, Demand Gen can help you engage the right customers even when they’re earlier in their buying journeys and still exploring ideas and browsing. Leverage Lookalike audiences to reach new users similar to your existing high-value customers, and set social-like CPA or ROAS targets for better results.
A better way to attract customers
Advertisers who highly value new customer acquisitions and use New Customer Value Mode have improved their ROAS by 9%, increased new customers acquired per dollar spent by 7%, and improved new customer ratio by 5%.3
Launching a new product or seasonal sale
When it comes to introducing a new product, category, or promotion, use these strategies to generate excitement and drive strong initial sales:
- Target ROAS bidding: Set a specific return on ad spend target to ensure your campaigns remain efficient and profitable while driving awareness and adoption of your new offering. You can also set seasonality adjustments if you expect a short term change in conversion rates.
- Bid strategy statuses: To avoid missing out on unexpected spikes in demand, make sure your campaigns aren’t limited by budget.
- Promotion assets: Highlight sales and promotions in Search ads for people who are searching for the best deals your business has to offer. Potential customers can easily spot the sale in your promotion assets, as they will stand out from the main ad text, and be directed to the special offer that interests them on your site.
- Demand Gen audience strategies: Utilise detailed demographics, interests, and behaviours to target your ideal customer profile across YouTube, Gmail, Discover, and Google video partners. Craft and tailor compelling ad creatives for specific audience segments that highlight the unique value proposition of your new product or promotion. Optimise results by using social-like CPA or ROAS targets.
- Feeds with Performance Max: Access dedicated ad formats optimised for the products you’re selling, like Shopping ads, and more, by ensuring that your Merchant Center product feed is well optimised and up-to-date. You can even add promotions to your products, like discounts, free gifts, and shipping offers.
