When you sell online and you have an ecommerce website, AdWords becomes really important in terms of the maximization of online presence of your business. AdWords allows a company to offer its products on search engine and generate revenue while controlling costs, since you only pay for the traffic coming to your site. 

In this article I’ll cover the how to optimize ads for online stores that are often faced with highly competitive challenges.

A good ad for a merchant is an ad that is shown only on the right keywords and provides useful information to the user while highlighting the competitive advantages of the company and products. Below we will see how to optimize all components of an ad to find the right message to deliver and how to maximize revenue.

Talking about the first three lines of the ad text (title, line 1, line 2) and the display url of the ads:

  • Title: The title is the most visible element of the ad, it appears in blue and it’s underlined. This is the main element that is clickable to access to your site. As always, a good headline is linked to the structure of your ad groups. For example Retail advertisers, should structure their ad groups by product, product category, product brand (sofa, chair, Samsung TV, kitchen table …) or product features (colors, sizes …). This allows advertisers to track the performance of their whole catalog directly from their ad groups and that allows the creation of ads that are extremely relevant to the ad groups’ keywords. 

  • Description Line 1: it must be the most informative possible. Often advertisers their put strongest marketing elements like price of the product, delivery costs and time if that is a determinant factor, etc.
  • Description Line 2:  it should be used for product specifications, calls to action and information that complement the title and the description line 1. Sometimes it is useful to test two ads with the line 2 and line 1 reversed to compare performance. 
  • The display url. Customizing this part of the ad is also important. The only thing that can not be changed is the domain name but advertisers can add extra text after the end of the display URLs of their ads.  There are several approaches and variations on this including using the subdomain form (cars.mysite.com) the directory (mysite.com/cars), or both (cars.mysite.com/rent). Same as the title and description lines, nothing beats testing to find the best message.

Ads extensions are also very useful when it comes to ad creation and optimisation:

    • Sitelinks extensions. This is really interesting because it allows ads to use more space on the search results page and especially to lead users to specific pages of your site. To set these extensions you must go to the Extension tab on the AdWords interface. Sitelinks are set at the campaign level and there for they will be the same for all ad groups that make up a campaign. Usually, a granular structure allows a better management of these extensions.
      Sitelinks are great for cross selling, for example link “chairs” on the ads of a sofa.  In terms of performance, there is clearly an improvement on the ads CTR when sitelinks are being used. Note that you can define up to a maximum of 10 sitelinks.


Lastly, to really maximize the performance of your ads try to rotate 3 ads per ad group. That way you can analyze which ones brings you the greatest number of conversions and keep on expanding on what works. And don’t forget to use the AdWords ads rotation feature to further maximize your ads performance.

By Pedro Silva

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