Getting clicks is great. But getting clicks from people who actually buy? That’s the real game-changer. If you’re running ads for your online store, you need a Google Ads keyword strategy for ecommerce that brings in buyers, not just window shoppers.
This guide will show you exactly how to do that—without wasting money on clicks that don’t convert. Let’s get straight into it.
Understand the Buyer’s Intent
Not all keywords are created equal. Some attract people who are just browsing, while others bring in those ready to buy. Google Ads keywords fall into three main categories:
- Informational Keywords: Used by people researching. Example: “best running shoes for beginners.”
- Navigational Keywords: Used by people looking for a specific brand or store. Example: “Nike official website.”
- Transactional Keywords: Used by people ready to buy. Example: “buy Nike Air Zoom Pegasus online.”
To maximise conversions, focus on transactional keywords. These show strong purchase intent and drive the highest return on ad spend (ROAS).
Find High-Intent Keywords
A strong Google Ads keyword strategy for ecommerce starts with researching and selecting the right search terms. Here’s how:
Use Google’s Keyword Planner
- Enter your product category.
- Look for keywords with high commercial intent (words like “buy,” “discount,” “best price,” “deal,” or “free shipping”).
- Prioritise keywords with decent search volume and manageable competition.
Check Search Terms Report
- If you’re already running ads, go to Google Ads > Keywords > Search Terms.
- Look for search terms that are bringing in conversions.
- Add high-converting terms to your keyword list and remove irrelevant ones (negative keywords – more on this later).
Spy on Competitors
- Use tools like SEMrush, Ahrefs, or UberSuggest to analyse what keywords your competitors are bidding on.
- Identify gaps where you can compete more effectively.
Structure Your Campaigns for Maximum Conversions
Once you’ve found your keywords, structure your Google Ads campaigns to make them work efficiently.
Organise Keywords by Intent
Group keywords into ad groups based on user intent:
- High-intent (ready-to-buy): “buy wireless earbuds online”
- Medium-intent (comparison stage): “best wireless earbuds under $100”
- Low-intent (awareness stage): “what are wireless earbuds”
Bid more aggressively on high-intent keywords while keeping lower bids on medium-intent ones.
Create Targeted Ad Copy
- Include the main keyword in your headline and description.
- Highlight offers, free shipping, and urgency (e.g., “Limited Time Deal – 20% Off Now!”).
- Use clear call-to-actions (CTAs): “Shop Now,” “Get Yours Today.”
Use Negative Keywords to Filter Out Browsers
Negative keywords help stop wasted spend by filtering out irrelevant traffic. Add these to your campaigns to block unqualified clicks.
Examples of negative keywords:
- “free” (unless you’re offering free products)
- “how to” (people looking for information, not to buy)
- “DIY” (if you sell finished products, not DIY kits)
- “cheap” (if you sell premium products)
Optimise for ROAS and Lower Costs
Google Ads is not a set-it-and-forget-it platform. Keep optimising your campaigns to improve performance.
Adjust Bids Based on Performance
- Increase bids for high-converting keywords.
- Lower bids or pause ads for underperforming keywords.
Test Different Match Types
- Exact Match: “buy Nike shoes” – More targeted, fewer impressions.
- Phrase Match: “buy Nike shoes online” – Slightly broader, but still relevant.
- Broad Match Modifier: +buy +Nike +shoes – More reach, but could bring in some irrelevant searches.
Use Remarketing Lists for Search Ads (RLSA)
Target users who have already visited your site but haven’t purchased. Bid higher on keywords when previous visitors search again.
Conclusion
A strong Google Ads keyword strategy for ecommerce isn’t just about traffic. It’s about getting the right traffic – buyers, not just browsers. By focusing on transactional keywords, and strong creatives, structuring your campaigns smartly, and continuously optimising based on data, you’ll see better conversions and a stronger ROAS.
Now, it’s time to take action and start refining your keyword strategy. Your buyers are searching – make sure they find you.
Want more details about running successful Google Ads for your store? Read this guide.
