Google AdWords placement guide: full tutorial on Shopify placement (2024)

Google Ads, a marketing method that most independent sites can't get around.

Compared with the domestic cast flow, Google ads are more difficult, more technical requirements, of course, the requirements of people are also larger. But Google ads is to do shopify, do independent station almost can't bypass a kind of advertising method.

The article will start with an introduction to Google AdWords, move on to actual hands-on placements, and end with some optimization advice.

What is Google Adsense?

Google Adwords, also known as Google Adwords, some people also say Google Ads. when it comes to Google Ads, the first thing that most people think of is search ads, keyword ads, that is, for the product keyword bid, and get user inquiries.

Traditionally for B2B, this statement is true. Especially before Google shopping ads are up, when it comes to Google ads, it's all about how to choose words and how to bid. And 2c business due to the volume of products is too much, each product to do a single keyword research, or product line to do, are quite ponderous, the workload of personnel required is quite high.

Around 2018, the computational advertising business was growing very rapidly, automated ads, RTB ads came out. So around 2019, when shopping ads came out, the 2C business was completely liberated. Advertisers could greatly reduce keyword, material research, and instead put more effort into product and also user selection.

Through Google Ads, you can display your ads on Youtube, Google Shopping Channel, and many Google Affiliate sites to accomplish a series of goals, such as brand building, user inquiries, and direct sales conversions. Of course, if you are financially strong, you can also develop your own app and install and sell it through Google Ads UAC. Nowadays, advertising automation has stepped into the AI era, and the birth of Pmax ads almost allows most SMEs to realize high-quality ROI, as well as reach more people and get more brand exposure through a small number of advertisers.

Now Shopify has also added Google to its own ecosystem by way of technology, which greatly reduces the workload of independent site staff.

How does Google Ads work?

Google AdWords covers a wide range of ad formats, here are just a few of the common onesSearch Ad FormatsAs an example to go do introduce how Google ads work. In the context of messaging, theUsers who want to find their products through the vast amount of information will search for target keywords to find theFor example, if you want to buy an Apple phone, you will go to Google, Baidu, bing to search: "Apple phone". For example, if you want to buy an Apple phone, you will go to Google, Baidu, bing to retrieve: "Apple phone", and you are a smart merchant, you realize that users will retrieve this keyword, and Google also realized that this matter is profitable. So Google builds a bridge to the merchants.

The problem is, there are a lot of merchants, there is only one keyword, and the space for the page display is only one screen big, how to let the user get the best experience and the merchant also get the best experience?

Bidding, the solution Yahoo came up with, was later carried forward by Google.

Merchants, by making the same "Apple phone"More relevant advertising materialIncluding but not limited to "landing page", "keywords", "image materials", "ad copy", etc.. Provide Google with the ability to determine the relevance of the ad to ensure that users do not see "Pineapple Phone" when they click on "Apple Phone".

At the same time, different merchants, bid on keywords.

More relevant to the "keyword", and the right bid, will be the winner, get more opportunities to display.

So, you will see that most of the tutorials will mention a few steps:

Keyword Research.

The human brain is limited and can't guess that many keywords. So a bunch of keyword mining tools were created to help the person placing them get better access to the keywords that users are searching for.

Advertising production.

How to write copy that's more attractive to click on, and how to lay out a landing page that will increase conversions.

Bidding and Display.

How much to bid to get display and traffic, where is the traffic displayed and how effective are they?

Optimize ads based on results.

Based on the above questions, it is possible to specify a few key figures. For example, the number of displays, the number of clicks, the number of conversions, and the CPC (cost per click). Optimizing these data to get a better ROI is what the whole merchant has to think about when placing ads.

The benefits of Google Ads for Shopify

Google AdWords is not just for shopify, but also for WordPress, self-hosted sites, all of which can bring significant benefits. Google Ads has a high market share, Google is currently the largest search engine, with a market share of about 85% or more, and the second largest search engine is Youtube. The second largest search engine is Youtube, and both of these platforms are in Google AdWords.

Based on these two large groups of users, the audience of Google ads is very large, and the algorithm is also accurate enough, especially Google's products, naturally you can find different users from all over the world to reach your sales goals.

Stable advertising effect and easy to operate

Google Ads has been around for a long time, at least since 2012. Its backend has morphed from an ancient and complex operation to a simple and foolproof one that is very easy for pitchers to get started.

Simple operation is one aspect, what merchants value more, in fact, is the effect (ROI) itself. After experiencing so many advertising products, I can tell you, Google advertising as long as you have passed the advertising learning period, the effect of the monthly ROI is very stable, the algorithm update, the existence of Google shopping ads, so that your conversion of the traffic behavior to get accurate reach.

The package is mature and quick to get started.

From the self-built site, to now use shopify, this feeling is very deep. Self-built site, you need to bury their own code, define their own events, and there is no official customer service, you can only read the English information to do, the process is quite painful.

And now, as long as you want to open an ad account, you can find an ad agency to sign a contract to open an account, and everything related to these codes will be followed up one-on-one by someone who will even tell you the details of optimization on a regular basis to get you through the newbie period quickly.

Official services are so, that is not to mention shopify's plug-in can be inserted into the code with one click, directly synchronize the product information to Google, simply do not be too convenient to install a plug-in can handle all the preparations, this is the development of technology ah.

Ability to quickly validate projects.

Thanks to the above three points, in the largest advertising marketplace, with the official service + shopify's technical support, you are able to do it in a very short time!Shopify setup, as well as the building of advertisements, so that you can go and verify in the short term whether your product is well received by the market and whether you should invest more in it.

This is the most important information for businessmen. Because traditionally getting traffic through SEO, or social media, says it takes too much time, and effort.

Types of Google Ads

Google advertising ecological rich, do a lot of different ads to serve different types of merchants. As this article is for doing independent station cross-border e-commerce shopify, so I only briefly explain the 3 common types of Google ads, detailed understanding of the words can seeThe Top 4 Types of Google Ads

search ad

Search advertising, as the name suggests, is where users retrieve keywords so you can do keyword bids to get traffic. In the Google ecosystem, this is a very important type of advertisement, because people who have the will and are willing to spend the cost to type and retrieve, the intent is high, and this group of people has a more significant conversion effect.

Display Ads

Display ads are categorized into image-based ads, and video-based ads. You can be in Google's network affiliate partners, that is, you visit some websites with ads hanging all over them, those are Google's ad affiliate ads. There are also videos you watch on youtube, if you are not a paid member, you will also see ads halfway through, those are video ads.

shopping ad

There are two types of shopping ads, one is displayed in Google's shopping channel under the tag, when the user searches for the target keyword, it will be displayed. The other one is pmax ads, which is a new type of ads that combines the Google shopping channel and most of the products under Google's umbrella, to get the conversion of products by displaying different product forms.

To summarize. Each of these three forms of advertising has its own merits, and for almost every form of advertising, there are merchants in the industry who play them out and make a lot of money. If you are a new player, you can try to put your budget on search ads, and shopping ads, both of which will be more obvious user shopping intention, but also better to test whether their products are suitable for the market.

Google Ads Common Terms

There are some common terms and concepts that are important to understand when using Google Ads. Let's start with a blindfold, and you can read more about the rest in the Google Help documentation.

Impression - The number of times an ad is displayed, the number of times it is seen by users.

Click- Number of clicks, the number of times an ad is clicked by a user.

Conversion - A conversion, which refers to a specific action that a user completes after clicking on an ad, such as making a purchase, filling out a form, etc.

Cost- The cost of the advertisement, the actual cost of the advertisement

advanced terminology

CPC (Cost Per Click) - Cost Per Click, the cost of an advertisement being clicked once.

CPM (Cost Per Thousand Impressions) - Cost Per Thousand Impressions, the cost of displaying an ad a thousand times.

CTR (Click-Through Rate) - Click-through rate, the number of clicks on an advertisement divided by the number of times the advertisement is displayed, indicating the effect of the advertisement in attracting users to click on it.

CPA (Cost Per Acquisition/Action) - Cost Per Conversion, what it costs to get a conversion.

ROAS (Return on Ad Spend) - Return on Ad Spend, which indicates the ratio of revenue generated by an advertisement to the cost of the advertisement.

There are others, you can subsequently encounter and then check, understanding the above 5 is basically enough.

Advertisement Material

Landing Page - A landing page, the page that a user is directed to after clicking on an advertisement, usually an optimized, dedicated page.

Keywords - Keywords, words or phrases that trigger the display of an ad.

Broad Match - Broad Match, where ads are shown to users whose searches contain any words or phrases related to the keyword.

Phrase Match - Phrase Match, ads are only displayed when the user searches for content that contains a phrase that exactly matches the keyword.

Exact Match - Exact Match, ads are only displayed if the content the user searched for matches the keyword exactly.

Negative Keywords - Negative keywords are used to exclude irrelevant searches from being displayed in ads.

Ad Extensions - Ad extensions, additional information attached to ads such as phone numbers, links, etc.

Quality Score - Quality Score, a score given by Google based on an ad's relevance, expected click-through rate, and user experience; the higher the score, the better the ad is performing.

Ad Rank - Ad Rank, where Google determines the position of an ad in the search results based on quality score and bid price.

Advertisement Architecture Related

Campaign- An ad campaign that consists of multiple groups of ads, usually oriented to a specific goal, such as branding or sales conversion.

Ad Group- An ad group that contains a set of related ads and keywords grouped together for easy management and optimization.

Ad- Advertisements that contain ad copy, images, attached links, attached copy, contact information, and a host of other ad content.

Ad Bid Related
Bid Strategy- Bid strategy refers to the way advertisers bid for ads, such as manual bidding, target CPC, target ROAS, and so on.

Target CPA- Target cost per conversion, where the advertiser sets a desired conversion cost and Google automatically adjusts the bid to achieve it.

Target ROAS- Target Return on Ad Spend, where advertisers set a desired ratio of ad revenue to spend, and Google automatically adjusts bids to achieve this goal.

Enhanced CPC (ECPC) - Enhanced cost per click, where Google fine-tunes the conversion likelihood on top of the manual bid to increase conversion rates.

Smart Bidding- Smart Bidding, Google's machine learning based automated bidding strategy designed to maximize conversions or conversion value.
These terms above, are the beginner's introduction, but due to the relatively cumbersome content, it is recommended to review more, especially in conjunction with the Google Help Center, to understand each bid, each term behind the corresponding technical points and algorithmic logic.

Why? Basically mastering this Google set clearly, you then do other ads, facebook, TikTok and so on to learn, it will be relatively easy to a lot.

How to place Google ads on Shopify?

To place Google ads on any independent site, you need to do the following 4 steps:

1, open an advertising account and recharge it;

2, Insert Google ad code in the site;

3, Verify Google Code;

4, start placing.

These steps are at shopify and there are many tips to speed up the process.

Open and fund an advertising account

There are two solutions, personal account I do not recommend for the time being, because now the wind control is very strict, personal account is easy to be banned, buy account is also a cost. If you need a tutorial, you can update it later.

Users who already have a business license can directly find Google advertising agents to negotiate. Priority is given to direct cooperation with Google's official agents, such as adtiger, Huiman Technology, Flying Book Shennuo and so on. Need to cooperate with the agent contact information in the public number to find me to promote, but also in the official website to leave contact information, there will be a person to follow up.

Of the two, I would recommend the latter. Because most people are doing business in the country, then someone doing business as a middleman agent docking, helping to recharge, etc., can help you solve a lot of problems. For example, code docking, bug failures, etc., otherwise you have to mail to Google official one by one to check.

Insert Google Adsense code in the site

There are two types of Google ad codes, oneglobal codeOne isevent codeThe

The global code is meant to let Google know that you exist as a website;

The event code is a bit interesting, why take it out separately? Because customers on the B-side, who are in need of user forms, unlike users on the C-side, the goal of conversion is to make a purchase. The diversity of conversion goals forces the code to be split into two, so that it can be applied to different scenarios of advertising goals.

All the above codes can be solved in one click by installing shopify's APP. Note that you must first open a Google Ads account on the agency side, and to open a Google Ads account, you need a gmail, this gmail is throughout the entire Google Ads placement ecosystem, please be sure to keep the account password.

Verify Google Code

There are several ways to validate Google code. An extremely simple way is highly, highly recommended from my side:Google Artificial.

As soon as you set up ad serving on the agent's end, they'll work with Google officials to help you with the tracking code. When you install it, just ask the agency to make an appointment with Google services for you directly, and a Google human will call you and help you with it remotely. Simple and convenient.

If you don't want to go through this and think you can handle it with your own skills, then you can verify your Google Adsense code by doing the following:Google Tag AssistantThe

Find it in the Google chrome app store or just google it.

After successful installation, click enable and then go to your website and refresh it once again, if all the codes are triggered successfully, then it proves that the installation is successful.

After completing the above, you can proceed with your ads with the peace of mind that the behavioral data of the ads are being tracked correctly.

Started Google Ads

The configuration of Google Ads is updated relatively quickly. And different ad types have different settings, this side will not do one by one show, want to understand the detailed placement steps, you can check theStep-by-step tutorial on placing Google Display Ads

Here's a basic framework compendium:

1.Clarify advertising objectivesThe

2, Prepare advertising materials such as copywriting, url, pictures, video clips, etc.

3, according to the advertising objectives, good advertisement structure, naming rules, and tracking code.

4, do a good job of tracking the data and setting stop loss indicators.

Preferably, do it on Google ads, and disregard the others, which are prone to bugs that cause your ads to cost money, but not work, or the ads can't be migrated.

Simple Google AdWords Tips and Strategies

When you start advertising on shopify, congratulations, you have taken the first step. Whether this step is big or small, congratulations on taking the first step. Whether it is the right step or not is going to take some judgment and understanding.

First of all, you put in, not necessarily out of the order, to understand that when you go from 0-1, the most important thing, is to run through the process, to validate your project, to validate your product.

Many people think that if they open the ads, they will definitely get orders, but they lack control over the process after the placement, and they don't know what went wrong there. Just spend money for nothing, which is obviously not enough understanding of the ad placement.

Billing is the ultimate goal, and you can break down the process metrics to get there.

Let's see if the ad runs.

When you first place Google ads, you will encounter a situation where the ads do not run. And some people are foolishly waiting for when they will be able to order, and then they look and realize that the ads are not running out.

There are many reasons for this, and the following 3 mistakes are typical:

A, not charged.

B, the keywords are too long-tailed or too remote for anyone to retrieve them

C, the bid is too low to get a bidding display.

After ruling out the above three scenarios, the probability is that the Google algorithm machine influence, you may need to wait 1-2 days for the machine to work properly.

Optimize site pages

Don't rush to put ad optimization on your agenda, prioritize looking at onsite data. On shopify backend analytics, check out the media data sources, and from the data, see what page your users are coming in on, whether it's a product page, or the homepage, and then whether the dwell time, number of add-ons, number of favorites, checkout rate, and depth of the page are in line with the normal metrics.

So what is an anomaly, you may ask?

For example, the stay time is very short, a few seconds, or less than 30 seconds to go away, or your page bounce rate is very high. Reach 70%, 80% or even 100%, then you have to consider whether the page is out of the problem, and the advertisement first pause, after the completion of optimization of the page, and then re-placed.

Setting Stop Loss Points

Once it is determined that the ad data is normal and the inbound data is normal. It is a matter of waiting for the first outgoing order.

You don't know when it's going to arrive. Is it $100 or $500 to put in? But your product pricing might as well be $20, then once you go over a certain value, you need to start stopping losses and try to change the ad material, or change the ad format to adjust the audience, or a lower conversion cost. (CPA)

After all, you're there to make money, not to give it away.

Record data and track iterations well

After clarifying the above steps, you clearly know that the purpose of each optimization is to keep the process comfortable for the user throughout the entire process from ad click to inbound, thus reducing the cost of conversion.

This process may have you adjusting a lot of things such as page layout, image size, loading speed, detail page content, copywriting, credit instructions, payment icons, site services, discount services, product pricing, discounts, pop-up offers, ad material, country demographics, age, audience, etc etc.

Do independent site is a complex work, maintain patience, but also good document retention, each time you adjust the ideas, goals, objectives, are recorded. Take 3-7 days as a cycle, to observe the data changes after each adjustment.

Then you know exactly what works and what doesn't.

You may feel tired of doing it this way, but trust me, it's the fastest way to do it. Because as long as you're thinking about a long term career in indie sites, these test data, will be able to be used throughout your entire career, so that the next time you work on a project, you'll have a fuller grasp of knowing, what's most important.

How are search ads optimized?

How to optimize display ads, shopping ads, pmax ads?