In my last article, we talked about whether Google Ads was the right move for your ecommerce business.

Now, if Google Ads is really on your store cards (or if you've already run Google Ads successfully), this article will walk you through the prerequisites you need before you can get up and running.

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E-Commerce Business Planning:

Essential Before Creating a Google Ads Campaign

You are hereby (lovingly) prohibited from creating a Google Ads campaign until you have the following six items:

1. Reasonable Monthly Spending

2. 90 Days to Demonstrate the Concept

3. an Ecommerce-Enabled Website with a Product Feed

4. Enough Margins to Support a Traffic Campaign

5. Unique Selling Proposition

6. No Unique Products

Let's explain:

Reasonable Monthly Spending

Think of your monthly budget from the beginning as an investment.

You're buying data that you need to understand what works in your campaign, what doesn't, and where to make changes, in a reasonable amount of time.

With that investment, Google will begin to build an audience specifically for you that you can capitalize on later. And it will be worth it! You * should * have enough monthly ad spend to accumulate enough accurate data for future testing and optimization.

As a context, at Solutions 8, we will not accept a client whose budget is less than $ 2000 per month.

Budget under $ 2000 per month? You may want to wait until it is more feasible.

Google is a learning algorithm. The first three months will be the most "painful" part of your campaigns. Which brings us to our next requirement:

90 Days to Demonstrate the Concept

It bears repeating that Google is a learning machine. And learning takes time.

In fact, we asked Google to do a pretty spectacular behavioral analysis.

After setting up your Smart Shopping campaign, Google learns:

• When customers interact with your ads

• How many times users click on your ads

• Which channel are those ads clicked on?

• How long does it take for the potential customer to return?

• What channels do they return to?

• What other products do you see

Once Google has all that data, it determines how many other customers follow the same pattern or similar cycle.

So for a 15-day sales cycle (meaning it took 15 days from when a customer first clicked on your ad until they made a purchase), you may need to wait a full month for them to start. to get sales. a full month for Google to start collecting data for testing and optimization.

Once again, those first few days were difficult. But by day 90, you should have enough data to know whether or not the campaign will work in the long term.

An E-Commerce-Enabled Website with a Product Feed

This one may seem obvious, but here it goes:

Your ads will send potential customers to your site. So you need an attractive, easy-to-navigate e-commerce website with a product feed tool.

Remember, your "product feed" is much more than a CSV file of product titles, descriptions, GTIN codes, and prices.

For ecommerce businesses, the product feed will make or break your campaign.

When it comes to ecommerce platforms, particularly those that integrate beautifully with Google Ads, Shopify is our favorite.

Enough Margins to Support a Traffic Campaign

Posting ads takes money. Can your profit margins support these campaigns?

You can have a 100% profit margin, but if you sell items for $ 2, your campaigns may not be profitable yet.

Unless it has a cart value higher than the original price.

In other words, your products must be priced high enough (with the markup to back it up); otherwise it will depend on customers adding more to their cart than the single advertised product (i.e. more for their ad spend).

Unique Selling Proposition

The more saturated your market is, the more difficult it will be to profit from Google Ads. So what makes you different?

And * ahem *, being the cheapest option is not the answer.

Think of your favorite products - what makes them your favorites? Is the company's return policy reliable? The product quality? The materials used?

Your unique selling proposition is key to the success of your campaigns, specifically longevity and return traffic. After all, it is six times less expensive to sell to an existing customer than to a new one.