Google Ads is the advertising platform for the world’s most commonly used search engine. It is also one of the most effective advertising and marketing levers on the Web: according to HubSpot (State of Marketing Report, 2022), 63% of web users have already clicked on a Google advertisement. Better still: 65% of users click on adverts when they want to make a purchase (The Social Shepherd). This means that a well-positioned advert is likely to generate a click – and a sale. Therefore, Google Ads are crucial for brands and online merchants wanting to develop their online recognition and improve consumer engagement, provided that they optimise their campaigns using the levers made available to them by Lengow.
For an online merchant, Google Ads campaigns offer a host of benefits: well-optimised adverts help to increase the brand’s visibility (therefore its recognition) and boosts traffic on its online store or at a physical retail outlet (in Web-to-Store mode).
But this type of approach also presents a number of challenges. Because, although Google Ads is a powerful e-commerce lever, it is, nevertheless, important to control how it works, use the different functions set up by the platform wisely, and also comply with the constraints imposed by it.
In essence, this means:
Lengow helps you meet these challenges on Google Ads in two ways: on the one hand, by focusing your attention on your target audiences through pre-configured feeds adapted to the platform’s different functions. On the other hand, by optimising your ads across all of Google’s channels, namely by ensuring that they comply consistently with the platform’s requirements.
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First and foremost, there are two essential requirements for generating effective campaigns on Google Ads: you must have a well-structured online store supported by a complete inventory, and you must have a Google Shopping catalog and a dynamic ad catalog. With this, you can count on three levers available on the Lengow platform.
Lengow’s pre-configured product feeds help you create and optimise different types of Google Ads campaigns:
Furthermore, Lengow offers you the chance to create customised distribution channels with the “My Custom Channel” function. A means of managing your own distribution structure according to your needs.
As we said earlier, the Google Ads platform has a number of compliance rules that online merchants have to follow, whether on the search engine itself or on partner channels. Lengow’s tools help you ensure that the data in your product feeds comply with the fields and formats imposed by the platform – name, description, price, inventory, etc.
To that end, Lengow has set up a powerful error handling system, Google Shopping – Online Products. This tool allows you to spot any errors made when setting up your campaigns, and remove any blocking points, in particular with regard to feed alerts (errors relating to product attributes) and item alerts (problems relating to the platform’s refusal of certain items).
Finally, Lengow provides you with the keys for creating perfectly calibrated campaigns. It does this with the help of two levers:
The levers developed by Lengow support you in the creation and distribution of Google Ads campaigns that are relevant (for your target audiences) and effective (for your business).
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