Why Small eCommerce Businesses Should Use Google Ads

For small eCommerce businesses, carving out a niche in a competitive market can be daunting.

Heck, that’s why we created MAKROZ Google Ads for SMBs, our small business program here at ZATO. Leveraging digital advertising is essential, and Google Ads stands out as a powerful tool. Here’s why integrating Google Ads into your marketing strategy can drive significant growth:

‍

1. Exceptional Return on Ad Spend (ROAS)

When managed effectively, Google Ads offers a remarkable return on ad spend (ROAS). The Google Ads platform allows for precise targeting, ensuring that your ads reach customers who are actively searching for your products or services. Google Ads has always excelled in intent-driven targeting, meaning your ads are shown to users who are more likely to convert, maximizing your ad spend efficiency. Although we have seen Google Ads rely more on great creative and audience targeting in recent years, when it comes to intent, the keyword still reigns supreme!

Example: Consider a small online boutique selling handmade jewelry. By using Google Ads' search campaigns, they can target keywords like "handmade silver earrings" or "unique gemstone necklaces." These specific queries indicate high purchase intent, leading to a higher conversion rate and an impressive ROAS. Over time, the boutique sees a steady increase in sales and can reinvest the profits into expanding their product line, different ad platforms, or taking a nice vacation.

‍

2. But isn’t Social best for new brands? Ahem… let me introduce to you, Demand Gen Campaigns

Google’s answer to social media platforms, Demand Gen! So you want to grow your business and you have some great images and maybe even some video to make that happen? Maybe you’ve even started running those ads on the Meta platform. Google's new Demand Gen campaigns are designed to create brand awareness at the top of the funnel, similar to how social media ads operate. These campaigns utilize engaging formats like video and image ads across YouTube, Discover, and Gmail exclusively, helping to showcase your brand to a broader audience.

Example: A startup guitar pedal company uses Demand Gen campaigns to introduce their brand to potential customers. By running visually appealing video ads on YouTube complete with rocking samples of their amazing guitar effects, they capture the attention of users interested in rocking hard! This strategy not only increases brand recognition but also drives traffic to their site, planting the seeds for future purchases.

‍

3. Efficiently Guide Customers Down the Funnel

Google Ads excels in nurturing potential customers through each stage of the buying journey. They even made a campaign type that does it all for you (enter PMax). From initial interest to final purchase, you can create tailored ad campaigns to address the needs and behaviors of your audience at different stages.

Example: Imagine a small business offering fitness equipment. They start with a Display campaign targeting users interested in health and fitness, creating awareness with engaging visuals. Next, they implement Search campaigns for specific product queries like "adjustable dumbbells" to capture active shoppers. Finally, remarketing ads are used to re-engage visitors who previously explored their site but didn't purchase. This multi-layered approach helps guide customers seamlessly from discovery to decision.

‍

How Google Ads Fosters Long-Term Growth

Over time, the strategic use of Google Ads can significantly amplify your business’s growth. By continually analyzing and optimizing your campaigns, you can refine your targeting and improve your messaging. This leads to more efficient spending and better results. Furthermore, as your brand becomes more visible and trusted, you'll benefit from increased organic traffic and customer loyalty, contributing to sustained growth.

For small eCommerce businesses, Google Ads is not just an advertising tool; it's a growth engine. By leveraging its capabilities to increase brand awareness, guide customers through the buying funnel, and yield high ROAS, you can build a thriving online presence. Embracing Google Ads as part of your marketing strategy is an investment in the future success of your business.

Let’s face it, you need Google Ads. But learning a new platform can be tough. You’re a business owner with A LOT and your plate. This is why we created MAKROZ, an affordable solution to your Google Ads problem. Google Ads easy button anyone?

‍