In the fast-paced world of e-commerce, having a solid strategy for your Google ads campaigns is crucial for success. In this blog post, we’re going to dive deep into the best e-commerce strategy for Google ads in 2024. But before we get into the nitty-gritty details, there are two important points that I want to stress.
Firstly, it’s essential to focus on your overarching strategy rather than getting lost in the weeds of individual tactics. Many e-commerce brands make the mistake of constantly chasing the latest tactics without building a robust strategy that will sustain their brand over time.
Secondly, for e-commerce brands that rely heavily on a short selling season, such as the holiday season or summer months, planning and structuring your campaigns should ideally start at least 6 months in advance. Waiting until the last minute to try and double or triple your sales in a short period of time is a high-risk strategy that often leads to disappointment.
Now, let’s talk about the core principles of Google ads that will help you build a successful e-commerce strategy. It’s important to understand that increasing spend and ROAS (Return on Ad Spend) at the same time is challenging. Just like bodybuilders focus on gaining mass or cutting body fat in different cycles, e-commerce brands should focus on increasing volume and then optimizing conversion rates in separate cycles.
Additionally, the majority of your growth will come from correctly segmenting your campaigns. By identifying high-profit product categories and allocating more budget to them, you can scale your account effectively.
To illustrate this strategy in action, let’s look at a real-life example of how restructuring campaigns and focusing on high-performing product categories led to significant growth in revenue and ROAS.
When structuring your Google ads account for e-commerce in 2024, consider dividing your campaigns into two categories: always-on campaigns and sales/promotional campaigns. Always-on campaigns should focus on building your brand and driving consistent sales, while sales/promotional campaigns can be used to aggressively increase budgets during peak selling seasons.
By following this advanced account structure and optimizing your campaigns effectively, you can set your e-commerce brand up for success in 2024. Remember, it’s not just about finding the best tactics – it’s about building a solid strategy that will drive long-term growth for your brand.
