By analyzing the e-commerce projects that we have actually seen work by exploiting the power of Google Ads , some common traits between the “winning projects” and the “losing projects” stand out, given the same conditions such as correct strategy and execution of the campaigns , adequate spending budget, correct and precise tracking of the results via Google Analytics.

Let’s first look at the characteristics of winning projects on Google Ads, compared to the losing ones, so as to identify a sort ofchecklist for e-commerce that really want to sellonline with regularity and returns on investment.

Features That Can Make or Break Google Ads for Your Ecommerce Site

Unfortunately, there are many variables at play : it is not enough to open a virtual shop and set up two advertisements to sell. You have to work on multiple levels… Let’s see them.

High assortment of products and services

Single-product e-commerce sites bc data europe or those with few references on their virtual shelves usually struggle, especially in Google Shopping campaigns (we’ve already talked about it), where the showcase of various products appears with title, photo, price.

In many of these cases, Google cannot always show the right product for the user’s specific search, and will therefore struggle to optimize the campaign based on user searches , in favor of competitors who will instead be able to count on a wider offering.

One must also take into account thenatural indecision of the online buyer, who finds himself having to evaluate a long series of variables ( price, quality, functionality, brand perception, shipping, site security, etc. )

The percentage of exit from the virtual store with few is probably high, as is the abandonment of those traditional physical stores with little choice on the shelves.

Linked to the scarcity of available filter messages into different inboxes products is also a perception of poor competence of that specific store with respect to a specific category of products.

Brand strength

Almost obvious aspect: new brands struggle a lot , especially when the reference market is already populated by more or less famous brands (substantially always). They have less authority, social channels poor in fans and interactions, often a limited assortment and prices that are not always competitive.

Perhaps aiming for some obvious europe email advantage: more convenient price, greater (and obvious) quantity/quality, convenience related to shipping , etc… and here we come to the next point: marketing positioning.

Not only that – the ranking of the site on Google also has an impact: if in addition to the advertisements on Google, natural results also appear on the search results page, the user’s trust in that site and the probability that they click on it increases considerably (the effect consists in an increase in the CTR, which is also beneficial for the quality score of Google Ads campaigns).