Maximising Google Ads Traffic for Australian E-commerce

Contrary to popular belief, e-commerce success is not just about having a great product and website. It's easy these days to set up an online store and start selling, but that doesn't necessarily guarantee success. 

In fact, it's estimated that 80% of e-commerce businesses fail within the first 18 months -  a staggering statistic that highlights the fierce competition in the e-commerce industry.

While there are tons of factors that contribute to the success of an e-commerce business, one critical aspect that can't be ignored is driving traffic to your website, as the more people you can get to your site, the higher the chances are of making a sale. And when it comes to driving targeted traffic to your e-commerce website, Google Ads is undoubtedly one of the most effective tools available.

Why Google Ads?

Google Ads is an online advertising platform that allows businesses to create and display ads on Google search engine results pages (SERPs), websites, and other platforms such as YouTube. With over 90% market share, Google is by far the most popular search engine in Australia, making it the perfect platform for reaching potential customers.

Of course, we don't leave other search engines, such as Bing, completely out of the picture, as we're committed to maximising your ecommerce business's traffic from all sources. However, in this guide, we'll focus primarily on Google Ads and how you can use it to drive targeted traffic and increase sales for your Australian e-commerce store.

The Benefits of Using Google Ads

When it comes to promoting your ecommerce store, Google Ads offers a multitude of benefits that can significantly boost your online presence and sales. Here are some key advantages:

Targeted Advertising

Imagine putting up a billboard on a busy highway, hoping that someone who passes by will be interested in your product or service. That's essentially what traditional advertising is like- it casts a wide net and hopes to catch some fish.



With Google Ads, things are different. From the get-go, the platform allows you to target specific keywords and phrases that are relevant to your business. So when someone searches for one of those keywords on Google, your ad will show up at the top of the page, increasing its visibility and chances of being clicked.

Cost-Effective

With a narrow target audience comes less wastage and more cost-effectiveness. You only pay for the clicks your ad receives, also known as pay-per-click (PPC) advertising. This means that you're not paying for people who are not interested in your product or service to see your ad. Google Ads' bidding system also gives you full control of how much you want to spend on each click, making it a budget-friendly option for businesses of all sizes.

Measurable Results

Another significant advantage of using Google Ads is the ability to track and measure results accurately. Within the platform, you can see how many clicks and conversions your ad has received, as well as other important metrics such as click-through rate (CTR) and cost-per-click (CPC). This makes it easier to pinpoint which keywords and ads are performing well, allowing you to make data-driven decisions for future campaigns.

Continual Optimisation

Just because your ad is performing well initially doesn't mean it will continue to do so. Volatility is natural in the world of online advertising, which is why it's essential to continually monitor and optimise your campaigns. Google Ads enables you to adjust your ads and keywords as necessary, ensuring your efforts remain effective and aligned with your goals.

Conducting a Google Ads Check-up for your E-commerce Store

Indeed, Google Ads can turn your e-commerce business around and maximise traffic to your website. But it's not a set-it-and-forget-it type of platform. To achieve the best results, you need to continually review and improve your campaigns.

Here are some key areas to focus on during a Google Ads check-up for your e-commerce store:

Campaign Structure

Essentially, campaign structure refers to how your ads and keywords are organised within your Google Ads account. A well-structured campaign makes it easier to manage, track, and optimise your campaigns.

For e-commerce businesses, the ideal campaign structure may include separate campaigns for each product category or brand, allowing you to target specific keywords and adjust bids accordingly.

Keyword Selection

As mentioned earlier, one of the main benefits of using Google Ads is its targeting capabilities. But choosing the right keywords is crucial for a successful campaign. It's essential to conduct thorough keyword research and add relevant long-tail keywords that align with your products or services.

Don't try to compete for broad, generic keywords - aside from the known fact that they're more expensive, they may not be as effective in reaching your target audience.

Ad Copy and Creative

Trying to get the attention of potential customers with a dull and generic ad is like trying to stand out in a sea of similar products - it's not going to happen. Your ad copy and creative should be eye-catching, persuasive, and unique to your brand. Use compelling language, highlight your unique selling points, and include high-quality visuals to pique the interest of searchers.

Think of how Bunnings' iconic "lowest prices are just the beginning" slogan resonated with customers back then, or Coles' "Big Red Hand," known for its effectiveness in promoting great value deals. Establishing strong branding in your ad copy and creative can go a long way in converting searchers into customers.

Landing Pages

The final destination for anyone who clicks on your ad is your landing page. But a common mistake many e-commerce businesses make is directing their Google Ads traffic to their website's homepage. This makes users dig around for the product they saw in the ad, causing a poor user experience and potentially losing the sale.

A well-designed, user-friendly, and relevant landing page can make all the difference in converting visitors into customers. Ensure that your landing page is optimised for conversions, with clear call-to-action buttons, high-quality images, and seamless navigation to create a smooth buying experience for potential customers.

Tracking and Measurement

What's the point of running Google Ads campaigns if you can't measure their success? Monitoring and tracking your campaigns is crucial for making data-driven decisions and optimising your efforts. Make sure that conversion tracking is set up correctly, and regularly review your campaign's performance to make necessary adjustments.

Ready to Boost Your E-commerce Traffic?

At RankingCo, we’re all about delivering results that matter to your business. As a proud Google Premier Partner, we leverage world-class AI and extensive real-world experience to bring you data-driven outcomes. Our ultimate goal is to transform users into loyal followers and customers into passionate ambassadors.

Join the new breed of smart digital pioneers. Contact RankingCo today, and see how we can transform your online experience.