14 Nov 2023

How to Leverage Google Ads for E-Commerce

In this blog post, we’ve outlined some tips as well as common mistakes that people make when first navigating the world of Google Ads. When done correctly, the platform can help to increase visibility and skyrocket sales. Here’s how to leverage it successfully: 

Google Ads is a crucial tool that can take your business to the next level if you know how to use it. But let’s start with the basics, because it can be hard to understand if you’ve never used the platform before. 

Google Ads exists to help businesses showcase their product and service offerings on Google’s main search engine results pages while offering access to paid advertising connection opportunities for a fee. There are lots of benefits to the platform, from brand visibility saturation to customer behavior insights.

Like any other element of a strategic marketing plan, though, you need to know which performance data you are going to track to get the most out of your budget. Making sure that your online presence is cohesive, consistent and congruent is step one of an integrated marketing strategy, and this is equally true of the Google Ads element of your plan. 

Understanding what needs to be tweaked if numbers aren’t moving is key to making quick revisions and staying ahead of the curve. For instance, you can use collected keyword data to see what the people you are trying to reach are actually searching for. One of the biggest mistakes that people make from a marketing perspective is looking at each element of their tactical plan as a separate entity, when in reality they are all working together to achieve a larger goal. Every bit of your collateral and content needs to be feeding off of each other, creating an established voice and sense of style that dictates how your brand presents itself – from the way you pick up the phone to the call to action on your paid ads. 

All of your strategies, when used together, can garner increased visibility and higher sales numbers. Google’s suite of tools, including offshoots of their Ads platform like Analytics, are there to help facilitate your goals and offer you insights into what’s working and – and more importantly, why. 

Of course, there’s no way you’ll become an expert overnight. But there are things you can do to continue educating yourself on this invaluable platform and its offerings. Industry blogs and online courses and certifications are plentiful when it comes to Google Ads, probably because of its pervasiveness as a tactic in the past few years – and even if it’s not your first time around the block, it probably couldn’t hurt to sharpen your skills. 

A huge perk of the Google Ads platform is that it allows you to see results much more quickly than other advertising tactics. Sometimes, even within just a few days of launching your campaign. The key to long-term stability, though, is a combination of consistent optimization and a strict adherence to established brand standards. 

Because it operates under a pay-per-click system, you only have to pay the platform when someone actually clicks on your ad. This means that if you have a more modest budget, you can still gain visibility with a smaller spend, and steadily increase your investment as you see more and more results. 

While the platform itself is relatively strong in terms of ease of use, hiring a team of professionals like ours with specific experience in both SEO and the Google suite can be hugely beneficial. Added insights and the ability to workshop optimizations with someone who understands best practices can lead to more lasting success and a blueprint for the future. 


I’m Sophie Mann, and I work at encite branding + marketing + creative as Vice President of Strategy. My job entails a continuous study of business, marketing, data and culture, all in the name of driving strategy forward. I’m passionate about helping brands resonate more strongly with their consumers and communicate with their ideal clients. I’m also a proud graduate of the University of Kansas - Rock Chalk!

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