Guest: John Horn
Here's a summary of the great stuff that we cover on this show:
- Google Ads is a comprehensive marketing platform for displaying ads on Google.com and partner sites. Initially text-based, it has evolved to offer various ad formats across devices with one Google account, serving as a powerful tool for brand recognition, lead generation, and targeted advertising.
- Google Ads is search-specific, targeting users actively searching for products or services, while Facebook ads are more social, aiming to capture attention based on interests. Visual campaigns on Facebook tend to be more effective, particularly with image-focused content.
- Successful eCommerce strategies on Google Ads involve a clear plan, understanding the target audience, and prioritizing paid search for immediate actions like purchases. Key considerations include providing detailed product information, avoiding keyword cannibalization, and embracing automation and machine learning.
- Common pitfalls for eCommerce businesses include giving up too soon and not allowing sufficient time for results. Improving ROI entails refining keywords, ensuring proper exposure on search results, and addressing issues like low click-through rates and high costs per click.
- Adhering to Google's policies is crucial for eCommerce businesses to prevent penalties. Focus on doing the right thing from the start, understanding policies specific to advertisers in certain countries, and staying informed about changes to ensure a smooth advertising experience.