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Google Ecommerce Strategies

Google, in particular, stands at the center of the digital revolution. Google, with its vast array of tools and platforms, provides a treasure mine of techniques that might assist firms in realizing their full ecommerce potential.

As your trusted ecommerce consulting agency, Let’s delve deep into Google, revealing the secrets to ecommerce succes where we talk about the 3 giants of Google for a successful ecommerce strategy: Google AdsGoogle Analytics 4 and Google Tag Manager.

As an Ecommerce Consulting Agency, Why We Suggest Advertising on Google?


Google is the clear ruler of search engines, handling billions of searches every day. Millions of customers rely on Google for answers and solutions, making it a great platform for promoting your products or services.


 Relevance is everything in Google Ads. You may target your adverts to those who are actively looking for terms connected to your company. This accuracy ensures that your marketing funds are allocated to the most potential leads.

Budget Control

 Google Ads is suitable for businesses of all sizes. You have complete control over your budget, and you only pay when someone clicks on your ad. This flexibility ensures that you can start small and scale up as you see positive returns.

Variety of Ad Formats

 Google Ads offers a variety of ad formats, from text ads and display ads to video and shopping ads. This versatility allows you to choose the format that best suits your business goals.

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Search Ads

Google Ads offers a range of campaign types to cater to various marketing objectives, and in this article, we’ll explore the first and one of the most fundamental types: Search Ads.

The beauty of Search Ads lies in their placement. They appear exactly where most searchers begin their quest for information – right on Google. In fact, they blend seamlessly with the organic search results, with the only distinction being a subtle “Ad” label.

Search Ads occupy the coveted space at the top of Google’s search results. They’re like the premium storefront in a bustling shopping district. These ads are displayed precisely when users are actively seeking information or products related to their search query. That’s the epitome of targeted advertising for every ecommerce consulting agency.

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Responsive Search Ads

As an ecommerce consulting agency, we think Responsive Search Ads take your ad campaign to a dynamic level. You can create up to 15 different headlines and four variations of ad copy. This versatility allows you to test various messaging strategies.

With these different headline versions, Google’s machine learning algorithms kick into action. They experiment with different combinations of your headlines and descriptions to identify the most effective ones. Over time, this auto-test and adapt to deliver the version that resonates best with your target audience. It’s all about maximizing clicks and engagement.

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Branded Search Ads

As an Ecommerce Consultancy, we believe that for new businesses that have yet to establish an organic online presence, Branded Search Ads are a lifeline. They ensure that your brand is front and center, even before you’ve had a chance to climb the organic search rankings.

Even if your website ranks well organically for branded terms, Branded Search Ads offer a valuable supplement. They provide users with two distinct entry points to your website, doubling the chances of capturing their attention and driving traffic.

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Call-Only Ads

If you operate a physical store, Call-Only Ads are a perfect choice. They allow customers to inquire about products, check stock availability, or get directions directly through a phone call.

Professionals such as doctors, lawyers, contractors, and consultants thrive on appointments and consultations. Call-Only Ads simplify the process for potential clients to schedule appointments or seek expert advice promptly.

One distinctive advantage of Call-Only Ads is their appeal to older demographics. For many older individuals, the simplicity of making a phone call to get information or request a service is preferred over navigating online forms.

As an ecommerce consulting agency, we believe that when a user encounters a Call-Only Ad while browsing on a mobile device, they have a direct line to your business.

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Display Ads

Display Ads are typically image-based, as an ecommerce consulting agency, we think leveraging the power of visuals to draw users’ attention is a crucial in advertising.

Beyond static images, Display Ads can include dynamic elements like videos, animations, and interactive features. This versatility ensures that your ad stands out amidst the digital noise.

While Display Ads offer a myriad of benefits, they must strike a delicate balance. Overly intrusive or irrelevant ads can disrupt the user experience, potentially driving users away. That’s why, with an ecommerce consulting agency, you can focus on delivering ads that are not only visually appealing but also aligned with the interests of the website’s audience.

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Video Ads

YouTube is not just a website; it’s a global phenomenon. This colossal viewership presents an incredible opportunity for advertisers to connect with their target audience. However, the key to unlocking the full potential of YouTube lies in creating compelling video ads.

What Are YouTube Ads Best For?

One of the standout features of YouTube ads is the exceptional control they offer to advertisers. Advertisers can fine-tune their campaigns by precisely choosing where their ads appear and who gets to see them. YouTube ads are particularly potent for:

  1. Remarketing: Reconnecting with previous website visitors or app users to rekindle their interest.
  2. Brand Awareness: Building and reinforcing brand recognition among a vast and engaged audience.
  3. Marketing Aesthetic Products: Showcasing visually appealing products and experiences through video storytelling.

Video Ad Formats

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Skippable Ads

After the first 5 seconds, viewers can skip these videos, which range in length from 12 seconds to 6 minutes. Advertisers are only compensated when viewers watch for at least 30 seconds (or the full duration if the ad is shorter) or interact with it. This structure ensures that your budget is spent wisely on viewers who are actually interested.

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Non-Skippable Ads

Non-skippable ads, which typically last 15 or 20 seconds, cannot be skipped by viewers. Advertisers are charged by the thousand impressions (CPM). These advertisements are perfect for conveying brief messages and ensuring that your information is seen by a large number of people.

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Bumper Ads

Bumper ads are incredibly concise, running at 6 seconds or less, and are unskippable. They appear before a YouTube video and are billed on a CPM basis. This format is perfect for delivering a brief yet impactful message and is often paired with longer in-stream ads for comprehensive campaigns.

Bumper ads are particularly effective for mobile users who are on the go, making them a valuable asset for advertisers looking to reach an audience on smartphones and tablets.

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Performance Max

Traditionally, businesses would create separate campaigns for each ad format. However, Performance Max consolidates these efforts into one dynamic campaign. This streamlines campaign management and optimizes your reach without the complexity of managing multiple campaigns simultaneously.

As a  ecommerce marketing consultant we believe that one of the standout features of Performance Max campaigns is the incorporation of machine learning and AI. Instead of manually determining which ad format to use for each user, Google Ads harnesses the power of artificial intelligence to make these decisions on the fly.

Integration with Google Merchant Center

 To enable Performance Max, you link your Google Ads account with your Google Merchant Center feed. This connection serves as the foundation for the campaign.

Asset Variety

 Performance Max campaigns require an array of assets, including headlines, images, and videos. These elements serve as building blocks for your ads.

Dynamic Ad Creation

Google Ads takes these assets and uses them like puzzle pieces. Depending on the placement (whether it’s in Search, YouTube, or elsewhere), it dynamically constructs an ad that is most likely to resonate with the specific user.

Continuous Optimization

 The AI doesn’t stop there. It continuously optimizes ad placement and content to ensure your ads are delivered to the right audience at the right moment, maximizing your campaign’s effectiveness.

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Google Ad Extensions

Google Ad Extensions emerge as a potent tool for advertisers, offering a range of benefits that go beyond the basic ad. As an ecommerce business consultant, we highly suggest using every possible ad extension that suits your advertising purpose.

The Google ad extensions are consist of 5 different categories, let’s explore them!

Sitelink Extensions

One of the quintessential categories of Ad Extensions is Sitelink Extensions. They serve as an extension of your ad, providing users with additional clickable links that direct them to specific pages on your website

By extending your ad with Sitelink Extensions, you’re increasing the real estate your ad occupies on the search results page. This not only makes your ad more prominent but also conveys a sense of authority and completeness.

Sitelink Extensions offer users a more interactive and tailored experience. Instead of a one-size-fits-all approach, you can guide users to specific landing pages that match their needs and interests.

Call Extensions

Imagine a potential customer coming across your ad while searching on Google. They’re interested, but they may have pressing questions or need immediate assistance. This is where Call Extensions come into play, offering a direct line of communication between your business and the user.

By including your phone number in your ad, you’re providing users with an alternative and instant means to connect with your business. For those who prefer speaking to a live representative or have urgent inquiries, this option is invaluable.

Call Extensions truly shine when you have a dedicated customer service team poised to engage and convert your audience. The ability to answer queries, provide information, and guide potential customers toward a purchase can be a game-changer.

Location Extensions

Location Extensions provide a direct path from the search results page to your physical storefront. If your business operates from a physical location that customers visit, Location Extensions are a powerful tool for attracting foot traffic.

Service providers such as restaurants, salons, repair shops, and boutiques can benefit significantly from Location Extensions as they cater to a local audience. When users commonly search for products or services “near me,” Location Extensions ensure your business is at the forefront of their options.

App Extensions

By including an App Extension in your ad, you provide mobile users with a direct link to download your app. This eliminates the need for users to leave the search results page and navigate app stores, making the process faster and more straightforward. The convenience of App Extensions reduces the friction associated with app downloads. Users are more likely to explore and install your app when presented with an easy and direct option.

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Google Analytics 4

Google Analytics, a free tracking tool offered by Google. It guides you through the intricate web of visitor behavior, website and ads performances.

Measure Website Performance: Google Analytics acts as your digital scorecard, measuring the performance of your website with precision. It answers critical questions like how many users visit your site, where they come from, and which devices they use.

Evaluate Marketing Effectiveness: Are your marketing efforts yielding the desired results? Google Analytics provides a window into the effectiveness of your marketing campaigns whether it is Google Ads, Facebook Ads, or even email marketing, helping you understand which strategies are hitting the mark.

Audience Segmentation: With Google Analytics, you can categorize users into different segments based on parameters like age, gender, location, device, and more. This segmentation unveils which audience groups are the most engaged with your website.

Why You Need to Add a Tracking Code?

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The Google Analytics tracking code is a piece of JavaScript, a programming language that browsers understand and execute. While the code itself may appear complex, you don’t need to deeply know its contents to understand its power.

Here’s how it works: When a user arrives at your website, Google Analytics discreetly drops a tiny digital companion known as a “cookie” onto the user’s web browser. These cookies are small files that hold valuable information about the user’s activities.

With cookies in place, Google Analytics begins its mission. It quietly observes how the user interacts with your website, taking note of pageviews, clicks, and other actions. This data is discreetly collected and transmitted back to Google Analytics for analysis.

What to Understand From Google Analytics Insights

The Home page of GA4 will be your initial port of call. It provides a snapshot of your website’s performance, offering a quick overview of key metrics that unveil the pulse of your online presence.

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 This metric tells you how many visitors have graced your website’s virtual doorstep. Whether you’re interested in the past week or a custom date range, Google Analytics keeps you informed.

New Users

Of those visitors, how many are newcomers to your website? This metric shines a light on your ability to attract fresh faces to your online domain.

Average Engagement Time

 Time is a precious commodity in the digital realm. Google Analytics lets you gauge how much time, on average, your visitors spend exploring your website. A longer engagement time often signifies a more compelling user experience.

Event Count

 Beyond mere page views, your website hosts a myriad of interactions—clicks, form submissions, video views, and more. Google Analytics counts and presents these events, revealing user actions that contribute to your website’s success.

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Remarketing With GA4 + Google Ads Combo

You’ve experienced it—browsing a website, only to encounter an ad on another site that feels like a perfectly timed invitation back to your previous digital journey. This enchanting tactic is none other than remarketing, a compelling method of rekindling user interest.

By creating specific audiences in GA4 for remarketing, you can later re-advertise to only these audiences!

With Analytics data enriching your Ads campaigns, your retargeting becomes finely tuned. You’re not just targeting users; you’re connecting with individuals who have already shown genuine interest in your offerings. Remarketing isn’t just about showing ads again; it’s about the art of persuasion. Craft messages that remind potential customers of the value you bring, entice them back into the fold, and guide them toward conversion.

GA4 Event Types

Automatically Collected Events

Some events are like clockwork—they occur automatically, without the need for any extra effort on your part. These events include a user’s first visit, page views, and session starts. They are the heartbeat of your website’s data collection, pulsing with insights without any manual intervention.

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Enhanced Measurement Events

Enhanced Measurement events are the versatile tools in your analytics arsenal. You have the power to toggle them on and off within GA4’s web stream details. No code changes are required to capture events such as scroll interactions, outbound clicks, site searches, video engagements, and file downloads. These events provide a holistic view of user behavior, illuminating the path to informed decisions.

Custom Events

Custom events allow you to measure anything and everything that falls outside the realm of automatically collected or recommended events. Whether it’s tracking specific button clicks, form submissions, or interactions unique to your website, custom events are your bespoke data companions.

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Google Tag Manager

In the world of digital marketing, data is the compass that guides every decision of a ecommerce marketing consultant. Google Tag Manager (GTM) and Google Analytics (GA) is a dynamic duo that revolutionizes your data collection and analysis efforts.

Google Tag Manager serves as the repository for all your tracking codes—a virtual container that houses the snippets of code needed to collect vital data. However, it’s essential to note that GTM is not a reporting tool. Instead, it’s a masterful code manager, simplifying the complex task of code deployment.

GTM collects and organizesthe data, while GA4 turns this data into meaningful insights. Together, they create a symphony of data collection and analysis, a partnership that empowers marketers to make informed decisions.

Scarlet Ecommerce Consultancy Team is at your service during weekdays 9.00-18.00 GST.

Feel free to connect with us at +971526998809 or via [email protected] for international/local projects.