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Jamie Gentile-Clarke

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Charita Chutoorgoon

In the competitive world of online retail, visibility is everything. One of the most powerful tools for driving targeted traffic to your ecommerce store is Google AdWords (now known as Google Ads). Whether you’re new to 

 or looking to refine your strategy, this guide will walk you through the essentials of AdWords for commerce, from understanding what AdWords is, how it functions, and how to build a winning campaign that converts.

An AdWord, commonly referred to as a keyword in the context of 

, is a specific word or phrase that users type into the Google search bar. These keywords trigger the display of paid advertisements in search results.

For example, if a customer searches for “buy running shoes online”, and your ad targets that phrase, your product ad could appear at the top of the search results. This immediate visibility offers a fast track to connect with high-intent shoppers.

 model, where advertisers bid on keywords relevant to their business. Here's how the system works:

The system rewards well-optimised ads, so even if you’re not the highest bidder, you can still secure top placements with quality content

The importance of Google AdWords for e-commerce

Building a successful ecommerce AdWords strategy

Running a successful Google Ads campaign for your ecommerce business takes more than simply selecting a few keywords and setting a budget. To truly compete and convert in a crowded digital marketplace, you need a structured, insight-led strategy that aligns with your products, your audience’s search intent, and the overall customer journey.

Begin with keyword research focused on intent

The foundation of any strong AdWords campaign is meaningful keyword research. But it's not just about targeting high-volume search terms. What matters most is intent. For example, someone searching “best waterproof trail shoes for women” is likely closer to making a purchase than someone typing a broad term like “trainers”.

Start by using tools like Google Keyword Planner, SEMrush, or Ahrefs to identify search terms relevant to your product range. Look beyond search volume — pay attention to cost-per-click (CPC), competition levels, and seasonal trends. Long-tail keywords (three or more words) often indicate specific intent, which tends to result in higher conversion rates.

By focusing on intent-driven keywords, you ensure your ads are shown to users who are more likely to make a purchase, helping you maximise your return on investment.

Organise your campaigns by product type or theme

Proper campaign structure is essential for effective budget management, ad relevance, and ongoing optimisation. Instead of putting all your products into one broad campaign, divide them into smaller, more focused campaigns based on category, product type, or audience segment.

For instance, a clothing brand could have separate campaigns for women’s dresses, men’s jackets, and accessories. Within each campaign, create tightly themed ad groups that reflect product variations or styles, like midi dresses, summer dresses, or formal dresses. This makes your ads more relevant to each search and helps boost your quality score, which plays a key role in how often your ads are shown and how much you pay per click.

Craft compelling ad copy that speaks to the shopper

Your ad copy is your first impression, so it needs to resonate with your audience and prompt action. This means writing headlines and descriptions that are clear, persuasive, and relevant. A well-crafted ad addresses the customer’s needs or desires, highlights a benefit, and offers a reason to click.

Instead of writing something generic like “Shop Durable Boots Online,” consider: “Explore Lightweight Waterproof Hiking Boots – Free UK Delivery Available.” This not only includes the target keyword but also taps into the user’s intent and adds an incentive to act immediately.

You can also use your description lines to reinforce key selling points, such as quality, price, return policies, or trust signals like customer reviews and ratings. The goal is to build confidence and urgency in just a few lines of text.

Ad extensions allow you to enhance your search ad with extra information that can improve visibility and 

. They don’t cost extra and can include sitelinks to different pages on your site, callout extensions with selling points, or structured snippets like available brands or styles. For ecommerce, price extensions and promotion extensions are particularly useful, as they let potential buyers see deals or pricing up front. This kind of transparency helps pre-qualify clicks, bringing in users who are already aligned with your offering.

Make sure your extensions are relevant to the specific ad group or campaign. Linking to unrelated categories or offering general information can actually reduce engagement.

Optimise your landing pages for seamless conversions

Your landing page is where a click turns into a customer, so you must ensure to make sure the page your ad leads to is directly relevant to the search query and offers a smooth, distraction-free path to purchase. A mismatch between ad content and landing page can not only lower your conversion rate but also harm your 

, and clear calls to action. Product pages should include concise descriptions, strong images, clear pricing, delivery details, and trust signals like customer reviews or security badges. Don’t overload the user with options — make it easy for them to take the next step. Also, consider including features like live chat or a quick FAQ section for common queries that might otherwise cause hesitation.

Track everything and make continuous improvements

The final, and ongoing step in your strategy is measurement and refinement. 

Are you looking to win new customers for your offline business through PPC? 

Whether you’ve tried pay-per-click before or are new to the technique, it can be a powerful way to connect customers with your business.

Based in Nottingham, Imaginaire is a leading ecommerc e PPC agency working with businesses from across the UK.

To find out more about our PPC services, please

 to find out how we can help you and your business

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The ultimate guide to ecommerce adword success