By Zieliński Jerzy

Google Ads in e-commerce: how to plan?

Google Ads is a powerful tool that can significantly increase visibility and sales of products online. However, effective use of Google Ads in e-commerce requires careful strategy and planning. In this article, I will take a look at how exactly to plan Google Ads campaigns in the e-commerce industry, focusing on key aspects such as keywords, segmentation and optimization.

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Choosing the right keywords

Competition study

Before launching a Google Ads campaign, it’s a good idea to thoroughly research what keywords are being used by competing e-commerce businesses. Competitor analysis allows you to identify keywords that attract the attention of potential customers and generate sales.

Long tail (long tail)

It’s also a good idea to focus on keywords from the so-called “keywords”. long tail, or more specific phrases that are directly related to the products offered. They are less competitive, yet can attract a more interested group of customers.

Segmentation of Google Ads campaigns in e-commerce

Product groups

Dividing campaigns into product groups enables better control over spending and more efficient management of bids. Each group should include similar products, making it easier to monitor performance and adjust strategies.

Use of remarketing

Remarketing is a powerful tool in e-commerce. It allows you to reach people who previously visited the store’s website but did not make a purchase. Creating personalized ads for this group can increase the chances of conversion.

Landing page optimization


Make sure your landing page is responsive and adapts to different devices. Today’s consumer uses a variety of platforms, so it is important to provide them with a good shopping experience.

CTA (Call to Action)

Clear and encouraging
are key. Encourage users to take a specific action, such as making a purchase, registering or subscribing to a newsletter.

A/B testing
Regular testing of various campaign elements, such as headlines, ad content, and promotional offers, helps identify the best solutions. Analyzing A/B test data allows you to adjust your strategy and optimize your results.

Monitoring and analysis of results
Regular monitoring of campaign results is critical to success. Google Ads offers advanced analysis tools to track the effectiveness of individual campaigns, keywords and ad groups. Based on the collected data, we can adjust the strategy in real time.

Use of Google Ads tools

Google Ads for e-commerce offers a number of tools that can streamline and optimize advertising campaigns. Competitive analysis tools such as
Auction Insights
, allow you to track what keywords other advertisers are using, which can provide valuable information to adjust your strategy. In addition, conversion monitoring tools make it possible to precisely track users’ actions after they click on an ad, which is crucial for evaluating the effectiveness of a campaign.
Incorporating these tools into an e-commerce advertising strategy in Google Ads not only makes it easier to track results, but also enables ongoing campaign optimization based on real-time data. This, in turn, contributes to better matching of offers to the expectations of potential customers and increasing the effectiveness of advertising in the long term.

Effective use of tools for e-commerce in Google Ads also requires awareness of changes in advertising algorithms and ongoing adaptation of strategies to new market trends. Keeping abreast of industry news and attending training courses can be key to staying competitive and achieving the best advertising results.

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