How to Create Search Campaign for eCommerce Store in Google Ads

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Google Ads Search Campaign Setup Step-by-Step Process

Welcome to our comprehensive guide on setting up a Google Search Campaign for your eCommerce store. While we are using jeans as an example, you can apply this approach to any product category such as shirts, t-shirts, and trousers. Follow these steps to ensure your campaign is well-structured and optimized for success.

What is a Search Campaign?

A Search Campaign in Google Ads allows you to display ads to users who are actively searching for products or services related to your business. These ads appear on Google search results pages, helping you reach potential customers precisely when they are looking for products you offer.

Benefits of Using a Search Campaign

  • Targeted Reach: Display ads to users actively searching for your products.
  • Cost-Effective: Pay only when users click on your ads (PPC model).
  • Measurable Results: Track performance and optimize your campaigns for better ROI.
  • Brand Visibility: Increase brand awareness by appearing in search results.

Structuring Your Campaign: Individual Campaign for Jeans with Multiple Ad Groups

For this guide, we will focus on creating a single campaign dedicated to jeans, with multiple ad groups to target different types of jeans. This approach allows for detailed targeting and optimization within the jeans category.

Google Ads Search Campaign Setup Step-by-Step Process

Campaign Structure Overview

Campaign Name Ad Group Name Target Keywords Ads Created Daily Budget
Jeans Campaign Men’s Jeans “buy men’s jeans”, “men’s jeans online” 3 Ads ₹1500/day
Women’s Jeans “buy women’s jeans”, “women’s jeans online” 3 Ads
Skinny Jeans “buy skinny jeans”, “skinny jeans for men”, “skinny jeans for women” 3 Ads

1. Create a New Campaign and Set a Goal

  1. Log in to your Google Ads account.
  2. Click on “New Campaign.”

New search campaign setup

  1. Choose a campaign goal that aligns with your business objectives, such as “Sales” or “Leads.”

search Campaign goal and objective

3. Select Campaign Type

Search campaign selection

Network Setting

Objective selection

2. Select Campaign Settings

Select Your Targeting
  • Location: Target locations within India, focusing on metro cities like Mumbai, Delhi, Bangalore, Chennai, Kolkata, and Hyderabad.
  • Language: Select English and Hindi to reach a broader audience in India.

Set Up Your Bidding
  • Choose a bidding strategy that aligns with your goals, such as “Maximize Clicks” or “Target CPA.”

Bidding setup

3. Set Up Ad Groups

We will create multiple ad groups within the jeans campaign:

Ad Group 1: Men’s Jeans
  • Create Ad Group: Name it “Men’s Jeans.”
  • Keyword Research: Use tools like Keyword Planner, SEMrush, and Ahrefs to find relevant keywords (e.g., “buy men’s jeans,” “men’s jeans online”).
  • Keyword Match Type: Choose match types (broad, phrase, exact) based on your targeting strategy.
  • Bid: Set initial bids for your keywords.
  • Negative Keywords: Add negative keywords to exclude irrelevant traffic (e.g., “free,” “cheap”).
Ad Group 2: Women’s Jeans
  • Create Ad Group: Name it “Women’s Jeans.”
  • Keyword Research: Identify keywords like “buy women’s jeans,” “women’s jeans online.”
  • Keyword Match Type: Select appropriate match types.
  • Bid: Set initial bids.
  • Negative Keywords: Add relevant negative keywords.
Ad Group 3: Skinny Jeans
  • Create Ad Group: Name it “Skinny Jeans.”
  • Keyword Research: Find keywords such as “buy skinny jeans,” “skinny jeans for men,” “skinny jeans for women.”
  • Keyword Match Type: Choose match types as needed.
  • Bid: Set initial bids.
  • Negative Keywords: Add negative keywords to refine targeting.

4. Create Search Ads

For each ad group, create ads tailored to the specific type of jeans. Here’s a detailed example for the “Men’s Jeans” ad group:

Ad Example for Men’s Jeans
  • Enter the Final URL: https://www.yourstore.com/mens-jeans
  • Write 1-3 Headlines:
    • Headline 1: “Buy Men’s Jeans Online”
    • Headline 2: “Top Quality Men’s Jeans”
    • Headline 3: “Exclusive Offers on Men’s Jeans”
  • Customize Display Path: example.com/mens-jeans
  • Write Description Text:
    • Description 1: “Shop the latest collection of men’s jeans. Great prices and fast shipping.”
    • Description 2: “Find your perfect fit with our range of men’s jeans. Order now and save!”
  • Add Tracking Parameters: utm_source=google&utm_medium=cpc&utm_campaign=mens_jeans
Ad Example for Women’s Jeans
  • Enter the Final URL: https://www.yourstore.com/womens-jeans
  • Write 1-3 Headlines:
    • Headline 1: “Buy Women’s Jeans Online”
    • Headline 2: “Trendy Women’s Jeans”
    • Headline 3: “Special Discounts on Women’s Jeans”
  • Customize Display Path: example.com/womens-jeans
  • Write Description Text:
    • Description 1: “Discover stylish women’s jeans at great prices. Shop now and enjoy fast delivery.”
    • Description 2: “Upgrade your wardrobe with our latest women’s jeans collection. Shop today!”
  • Add Tracking Parameters: utm_source=google&utm_medium=cpc&utm_campaign=womens_jeans
Ad Example for Skinny Jeans
  • Enter the Final URL: https://www.yourstore.com/skinny-jeans
  • Write 1-3 Headlines:
    • Headline 1: “Shop Skinny Jeans Online”
    • Headline 2: “Best Deals on Skinny Jeans”
    • Headline 3: “Skinny Jeans for Men & Women”
  • Customize Display Path: example.com/skinny-jeans
  • Write Description Text:
    • Description 1: “Find the perfect skinny jeans for men and women. Shop now and get amazing deals.”
    • Description 2: “Explore our collection of skinny jeans. Great prices and fast shipping.”
  • Add Tracking Parameters: utm_source=google&utm_medium=cpc&utm_campaign=skinny_jeans

5. Choose Your Budget

  • Enter Your Daily Budget: Set a daily budget that aligns with your overall campaign budget. For example, ₹1500/day for the entire campaign.

6. Enhance Ads with Assets

Adding assets (formerly known as extensions) can significantly improve your ad performance. Here are some examples:

  • Sitelink Assets:
    • Sitelink 1: “New Arrivals” – URL: https://www.yourstore.com/new-arrivals
    • Sitelink 2: “Best Sellers” – URL: https://www.yourstore.com/best-sellers
    • Sitelink 3: “Sale Items” – URL: https://www.yourstore.com/sale
  • Callout Assets:
    • “Free Shipping”
    • “24/7 Customer Support”
    • “Easy Returns”
  • Call Assets: Include your business phone number.
  • Structured Snippet Assets:
    • Header: “Styles”
    • Values: “Skinny, Straight, Bootcut, Relaxed”
  • Promotion Assets: “20% Off on Your First Purchase”
  • Location Assets: Show your store location.
  • Image Assets: Add images of your jeans to complement the text ads.

Making Your Campaign More Relevant

To ensure your campaign is relevant and effective, consider the following tips:

  • Use Relevant Keywords: Conduct thorough keyword research to identify terms that your target audience is searching for.
  • Tailor Ad Copy: Customize your ad copy to match the intent of the search queries.
  • Add Negative Keywords: Exclude irrelevant searches to improve the quality of your traffic.
  • Optimize Landing Pages: Ensure your landing pages are relevant to the ad copy and keywords.

Campaign Options if No Budget Limitation

If budget is not a constraint, you can explore advanced strategies to maximize your campaign’s potential. Here’s an example setup for the jeans category:

  • Advanced Bidding Strategies: Use automated bidding strategies like “Target ROAS” to maximize return on ad spend.
  • Expanded Targeting: Target broader geographic locations and multiple languages.
  • A/B Testing: Run multiple ad variations to determine the most effective ad copy and creatives.
  • Comprehensive Keyword List: Use a broader range of keywords, including long-tail keywords, to capture more search queries.
  • Dynamic Search Ads: Automatically generate ads based on the content of your website.
  • Retargeting: Implement remarketing lists for search ads (RLSA) to target users who have previously visited your site.
  • Audience Targeting: Use in-market audiences and affinity audiences to reach users with a higher likelihood of conversion.

Having Difficulty in Setup? Hire a Google Ads Expert

If you encounter any challenges or need professional assistance, consider hiring a Google Ads expert to optimize your campaigns and ensure the best possible results.

This guide provides a comprehensive overview to help you create and optimize a Google Search Campaign for your eCommerce store. By following these steps, you can effectively reach your target audience and drive sales for your jeans products. You can apply this same approach to other product categories such as shirts, t-shirts, and trousers.