How to Use Google Ads to Sell Products

Why Use Google Ads to Sell Products?

Google Ads lets you reach customers at the exact moment they are searching for products similar to yours. This is called intent-based marketing, which often results in higher conversion rates compared to other advertising channels.

• Massive Reach: Google handles over 8.5 billion searches per day.
• Targeted Advertising: You can show ads based on keywords, location, device, demographics, and even remarketing.
• Measurable ROI: Track every click, impression, and conversion to understand your campaign’s performance.
• Flexible Budgeting: Start with any budget and scale up as you see results.

Step 1: Set Clear Goals

Before you start creating ads, define what you want to achieve. Common goals for selling products include:

• Increasing online sales.
• Driving traffic to product pages.
• Boosting brand awareness.
• Growing your email list for remarketing.

Having clear goals helps you choose the right campaign type and measurement metrics.

Step 2: Choose the Right Campaign Type

Google Ads offers several campaign types, but for selling products, these are the most effective:

Search Campaigns

Search ads appear on Google search results when users type relevant keywords. These ads are text-based and great for capturing high-intent buyers.

Shopping Campaigns

Shopping ads showcase your product image, price, and store name directly in search results. These are ideal for e-commerce stores because they provide a visual element and immediate product details.

Display Campaigns

Display ads are image or banner ads shown on websites across Google’s Display Network. They’re useful for remarketing or brand awareness but typically convert less directly than Search or Shopping campaigns.

Step 3: Conduct Keyword Research

For Search campaigns, keyword research is crucial. You want to bid on keywords that potential buyers are searching for, like:

• Product name + buy
• Product name + review
• Product category + online store

Use tools like Google Keyword Planner, Ubersuggest, or SEMrush to find keywords with high intent and manageable competition.

Step 4: Create Compelling Ads

Your ad copy should be clear, concise, and focused on what makes your product unique. Here’s how:

• Headline: Include the main keyword and product benefit.
• Description: Highlight key features, offers (like free shipping or discounts), and a strong call to action (e.g., “Buy Now” or “Shop Today”).
• Display URL: Make sure it’s relevant and trustworthy.

For Shopping ads, optimize your product feed with high-quality images, accurate descriptions, and competitive prices.

Step 5: Optimize Landing Pages

Even the best ads won’t convert if your landing page is poor. Ensure your product pages:

• Load quickly.
• Have clear product descriptions.
• Show multiple high-quality images.
• Include pricing and shipping info.
• Feature easy-to-find “Add to Cart” or “Buy Now” buttons.
• Display customer reviews and trust badges.

The landing page experience affects your Quality Score in Google Ads and directly impacts your conversion rate.

Step 6: Set Your Budget and Bidding Strategy

Start with a budget that you’re comfortable spending daily. Google Ads allows you to choose various bidding strategies:

• Manual CPC: Control how much you pay per click.
• Enhanced CPC: Google adjusts your bids to get more conversions.
• Target ROAS (Return on Ad Spend): Automatically set bids to maximize revenue based on your target return.
• Maximize Conversions: Google aims to get as many conversions as possible within your budget.

For beginners, starting with Manual or Enhanced CPC gives you more control as you learn.

Step 7: Track Conversions

To measure sales, set up conversion tracking through Google Ads or Google Analytics. This lets you see which keywords, ads, and campaigns generate actual product purchases.

You can track:

• Completed sales.
• Add to cart events.
• Sign-ups or newsletter subscriptions (useful for remarketing).

Step 8: Monitor and Optimize Your Campaigns

After launching your campaign, monitor its performance regularly:

• Pause underperforming keywords or ads.
• Increase budget on high-performing ads.
• Test different ad copies and images (A/B testing).
• Adjust bids based on device, location, and time of day.
• Refine targeting to focus on your best customers.

Use Google Ads’ built-in reports and Google Analytics insights to make data-driven decisions.

Bonus Tips for Selling Products with Google Ads

• Use Remarketing Campaigns: Target users who visited your site but didn’t buy with tailored ads.
• Leverage Promotions: Add promo codes and sale badges to your Shopping ads.
• Optimize for Mobile: Ensure your website and ads are mobile-friendly.
• Utilize Negative Keywords: Exclude irrelevant search terms to avoid wasting ad spend.
• Use Ad Extensions: Add sitelinks, callouts, and structured snippets to provide extra information and improve click-through rates.