Google Ads is an advertising suite that lets businesses promote themselves across the Google search engine, various Google-owned platforms, and the company’s partner websites.
Google Ads show promoted products to people actively searching for similar items, helping brands naturally grow their reach and awareness. These placements usually work on a pay-per-click model, meaning you’re charged only when users actually interact with your ads.
Merchants can also launch retail-centric Google Ads campaigns designed to increase sales with a low cost per acquisition. For example, you can encourage past visitors to return and complete a purchase with dynamic remarketing. Such ads remind shoppers of the exact products they’ve checked out or added to their carts at your store before.
Promoting products with Google Ads is an effective marketing strategy for sellers in any e-commerce niche, especially in fashion, consumer electronics, household appliances, home & living, health & beauty, and specialty goods industries.
Google’s network has over 4 billion monthly users worldwide. Around 63% of these browsers regularly click on Google Ads. Your offers will always reach the region’s biggest pool of online shoppers, no matter where exactly you sell.
Your ads appear across Google Search, YouTube, Maps, and millions of partner sites. In fact, more than 90% of internet users around the globe can learn about you through Google Ads. You’ll easily connect with buyers wherever they are.
People coming from Google Ads are already considering buying your goods. On top of that, these visitors are 2x more likely to convert than the organic ones. Your ads will drive in only relevant traffic with a purchase-ready mindset.
You can expect to earn an average of $2 return per $1 spent on Google Ads, which equates to a 200% ROI. Many retailers even report up to 890% ROAS. In total, these ads deliver as much as 18% of all e-commerce revenue in the world.
Google Ads can bring back those who left your store without buying. Reminders of the viewed items often push consumers to finally place an order. Dynamic remarketing campaigns get 2–3x more conversions than standard ones.
Google Ads can yield profits within mere hours after launch. You’ll instantly hit the top of search results, which would’ve taken ages with SEO alone. Plus, you can easily scale up campaigns to focus more on what works best.
You control every aspect of your Google Ads, from budget to ad format. You can also entrust Google’s AI to auto-optimize your campaign while it runs. Various performance analytics will help you make smarter, data-based decisions too.
Google Ads lets you build your ideal customer profile down to the tiniest detail. You can filter who sees your ads by location, interests, search activity, and much more. This narrowing approach will give you maximum engagement.
Retailers advertise on Google through the Google Ads platform and Google Merchant Center (GMC). Google Ads is your main place for working with paid campaigns, whereas GMC is simply the storage of your product information used in ad copies.
Before getting started with Google Ads, you first must get a GMC account. Inside this central hub, merchants manage which items to list and promote on Google. Our user manual has a comprehensive guide on how to connect your Shopify store to Google Merchant Center.
You upload your listings on Google using product feeds. Google Ads perform best with a two-file configuration that consists of a dedicated feed for Google Ads and a Google Shopping feed. Google Ads feed is a lightweight supplementary file designed for effective dynamic remarketing. Meanwhile, Google Shopping feed is the primary data source required to make your products eligible for Google.
You can quickly create feeds for Google Ads and Google Shopping with Mulwi. Our team can also set up any feed for your store at no cost.
Mulwi has a pre-built feed template for Google Ads loaded with all recommended attributes. It’s already optimized for top results, so you can use it as is. Optionally, you can customize this template and easily tailor it to any of your needs, as well as localize it for any target region.
Mulwi also includes a ready-to-go Google Shopping feed template with fast setup and a user-friendly personalization experience.
With Mulwi, your assortment on Google will always be up in sync with your Shopify catalog. After you upload your product feeds to GMC via URL or SFTP, our app will begin refreshing your assets regularly on its own. You don’t have to update any product details manually.
Once your products in GMC are prepared, you can move on to linking a Google Ads account to your GMC. This lets your Google campaigns extract data from your feeds and incorporate it into your ads.
For your Google Ads to work correctly, you next need to add conversion tracking to your online store and tag your website for dynamic remarketing. This part is crucial because it helps Google accurately spend your budget and target your ads.
With all preparations done, you can now launch a Google Ads campaign with dynamic remarketing. We recommend starting with a Display campaign to have more control during the learning phase. You can later switch to Performance Max to let Google’s AI take over.
Selling with Google Ads sounds easy, but doing it right is much harder than it seems. Mulwi’s experts have years of experience creating high-performing product feeds for Google. Join forces with us, and we’ll gladly help you dominate Google Ads and boost your sales.
