Best Practices for Google Ads optimisation in B2B eCommerce

1 Nov

Best Practices for Google Ads optimisation in B2B eCommerce

By eCommerce Marketing, b2b tactics, google ads

Google Ads is extremely beneficial for businesses of all sizes. The industry your company is in simply doesn’t matter, Google Ads is most likely the way to go. If you want to see those benefits, though, you’ll need to leverage strategies that were chosen and developed specifically for businesses like yours, which is where things can get tricky.

eCommerce businesses, in particular, are going to want to stick to strategies and tactics proven to sell products effectively and at a relatively high return. They’ll naturally need to take a different approach than a B2C service provider.

In this article we will discuss:

  • Showcasing Discounts, Sales, and Special Offers
  • Bidding on High-Value Products
  • Shopping Ads
  • Optimizing for Seasonal Trends
  • Setting up Dynamic Retargeting with Display Ads
  • Using Negative Keywords to Increase Relevance

Showcasing Discounts, Sales, and Special Offers

One way to quickly move your products is through the highlight of discounts, sales, and special offers.

Both potential and existing customers love a good sale. The opportunity to save while getting something great can be practically irresistible, especially if they think that the sale is ALMOST OVER and that they need to act NOW. It’s urgency combined with a little bit of loss aversion, and it’s downright effective. Make sure that you mention any special offers or sales that you have going on. You can do this in ad copy for search ads to help you stand out, adding the deal in your heading.

You can also add sale or discount information to your Shopping Ads, listing the current sale price and the typical price or featuring promo codes. This allows you to show the full value of the product while making yours seem more competitive.

Take a CRM tool for example - a customer might not want to pay 100$ a month, but seeing that there’s a discount from 250$ might change his mind.

Bidding on High-Value Products

Bidding more on high-value products is an excellent Google Ads strategy for eCommerce companies, especially when it comes to high-intent audiences. When users are ready to buy now and are just trying to find the right item, you want to make sure that you’re showing up in those searches.

High-value products will typically have higher profit margins, giving you more room to bid more while still having a positive ROAS (Return On Advertising Spend). Take advantage of that. It may give you the chance to be more competitive and get higher visibility and a higher impression share across the board.

Google Shopping Ads

Shopping Ads are a must-have for any eFCommerce business. They allow you to feature product images, titles, pricing, and product ratings immediately under a relevant search. 

If you were to search for ‘’electric centrifuges’’, you would immediately see a list of products suggested by Google. All of the products that you see were put there by companies who paid for this visibility.B2B eCommerce


If you’re selling physical products, you absolutely want to be running Shopping Ads through Google. This is where plenty of high intent users will see something that meets their immediate needs and purchase quickly.

For success here, make sure that you’re focusing on sharing product data that's relevant and descriptive instead of simply targeting keywords. This can help you show up in higher-quality searches. You’ll also want to display any product reviews you already have to stand out

Optimizing for Seasonal Trends

Let's say you're selling a video call program.

COVID has provided an incredible increase in the amount of Work From Home contracts, and even as the pandemic ends, it looks like they're here to stay. Any event that might force a lot of people to stay inside will naturally see an increase in video calls.

Seasonal trends might also dictate a change in product bidding. Bid more on in-season, competitive items that are likely to be in high demand at the moment for a better chance of driving sales.

Setting up Dynamic Retargeting with Display Ads

Dynamic retargeting campaigns are an excellent choice for eCommerce businesses. If you have someone click on your ad to view your products, there’s a good chance that they’re interested. And unfortunately, it’s pretty common for customers to see something they like and click away. Maybe they want to think about it more, or maybe they want to do more research. Either way, they might purchase, but they haven’t yet.

Retargeting through Google Ads allows you to show your products to users who have viewed your site or video ad recently on third-party, in-network sites all over the internet. You can actually follow interested users, reminding them about what they left behind and potentially offering them a discount to get them back.

Using Negative Keywords to Increase Relevance

When you’re running keyword-based campaigns for Google’s Search Ads, you’re absolutely going to want to include negative keywords.

Negative keywords tell Google what searches you don’t want your ad to appear in. This reduces the likelihood that your ads will show up in searches that don’t align with your ad or products, keeping you from getting clicks where there’s little to no chance of actually getting a conversion.

If you would like to learn more about Google Ads, contact our specialists!


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