You Don’t Need to Be a Marketing Expert to Succeed with Google Display Ads

The e-commerce landscape in Southeast Asia is experiencing unprecedented growth. According to the “Ecommerce in Southeast Asia 2024” report by Momentum Works, 82% of purchases in the region now occur on e-commerce platforms, with the gross merchandise value (GMV) projected to surge from $159 billion in 2024 to $370 billion by 2030. This rapid expansion is driven by the convenience, vast product selection, and attractive discounts offered by platforms like Shopee and Lazada.

However, this growth has also intensified competition among retailers. With more businesses vying for consumer attention, standing out in a crowded marketplace has become increasingly challenging. Retailers must adopt innovative strategies to capture and retain customers.

This is where Google Display Ads shines its value. By leveraging tools like Performance Max, retailers can bridge the gap between e-commerce platforms and customer acquisition, ensuring their brands can reach shoppers at every stage of the customer journey.

I. Why Google Display Ads Are Essential for E-commerce Success

Google Display Ads are a game-changer for e-commerce businesses, particularly in reaching customers beyond the confines of e-commerce platforms. Research shows that 65% of shoppers use Google platforms like Search and YouTube to research products before making a purchase. This highlights the importance of engaging shoppers across multiple touchpoints.

Performance Max for eCommerce is an AI-powered solution that helps retailers find and convert potential customers across Google channels, including Search, YouTube, and Discover. By linking a Google account to an e-commerce platform, retailers can use their product data to run campaigns that drive conversions from customers who might otherwise be missed.

The results speak for themselves: thousands of sellers have achieved an average return on ad spend (ROAS) of 500% using Performance Max. This demonstrates the power of Google Display Ads(GDN) in driving sales and maximizing marketing efficiency.

II. Strategies to Maximize the Impact of Google Display Ads

To fully leverage Google Display Ads, retailers must prioritize optimizing product data as a foundational step. This involves using high-quality images, clear and concise product descriptions, competitive pricing, and accurate availability information. For instance, at Topkee, we utilize advanced tools like Weber to create landing pages that seamlessly align with ad campaigns, ensuring consistency and a smooth customer journey. Additionally, leveraging user-provided data and e-commerce insights through platforms like TAG allows for precise audience segmentation, enabling personalized marketing strategies that maximize ROI while minimizing costs.

Building shopper confidence is another critical strategy that cannot be overlooked. Showcasing trust-building elements such as certifications, awards, and expert endorsements can significantly reassure potential customers. Google’s trusted platform further amplifies this credibility, making it easier for shoppers to choose your brand. At Topkee, we integrate TM tracking links to monitor the performance of each creative, allowing for quick adjustments to enhance trust and engagement.

Finally, omnichannel consistency is essential for reinforcing shopper confidence and driving conversions. Ensuring your brand is present across multiple channels—Search, YouTube, social media, and more—creates a cohesive shopping experience. Tools like Local Inventory Ads and Web to App Connect can help seamlessly integrate your store across platforms. For example, through Performance Max campaigns, Topkee enables businesses to access all Google channels with a single campaign, leveraging AI technology to optimize conversions and ensure consistent messaging across touchpoints.

By combining these strategies—optimizing product data, building shopper confidence, and ensuring omnichannel consistency—retailers can maximize the impact of Google Display Ads and achieve sustainable growth in the competitive e-commerce landscape.

III. Case Studies: Real-World Success with Google Display Ads

L’Oréal Thailand exemplifies the transformative impact of Google Display Ads through its strategic use of Performance Max for eCommerce. By deploying AI-powered ads across Search, Google Shopping, and YouTube, the skincare division of L’Oréal achieved a 15% boost in sales and an impressive 5x return on ad spend (ROAS). This success highlights the ability of Google Display Ads(GDN) to drive meaningful results for established brands by reaching customers at multiple touchpoints in their journey.

Similarly, Kindee Kids, an organic children’s product brand, transitioned from an offline-only model to a thriving online presence by leveraging Performance Max. After launching a Shopee store and initiating targeted campaigns, the brand experienced a 40x surge in online sales and doubled its profitability. This case underscores the potential of Google Display Ads to empower emerging brands, enabling them to scale rapidly and effectively in competitive markets.

These real-world examples demonstrate the versatility and efficacy of Google Display Ads(GDN), showcasing their ability to deliver measurable growth for both established and emerging e-commerce businesses. By integrating AI-driven solutions like Performance Max, brands can unlock new opportunities to connect with customers and drive sustainable success.

IV. Leverage AI and human creativity to enhance campaigns

While AI is a powerful tool for optimizing campaigns, human creativity remains essential to crafting engaging ad narratives. Combining AI with human insights ensures campaigns are more effective and engaging. For example, broad match associates products with relevant searches based on intent, not just keywords, allowing for more precise targeting.

Testing and scaling campaigns is also critical. The Topkee team regularly tests strategies and scales successful ones to help businesses stay ahead of their competitors. By paying attention to trends and insights, retailers can feed valuable data into AI-driven tools like YIS, which generates customizable video creative for maximum impact.

V. Innovations in Google Search and Their Impact on E-commerce

Google Search continues to evolve, offering new opportunities for e-commerce businesses. AI-powered insights, for instance, help users find answers to complex questions, increasing engagement and satisfaction. Over 1 billion users worldwide now have access to this feature, making it a valuable tool for reaching potential customers.

Visual search with Google Lens is another innovation transforming the industry. With over 20 billion image searches monthly—25% of which have commercial intent—retailers can now reach shoppers who search for products using photos or videos. This is particularly popular among Gen Z, 80% of whom use Google for purchases.

Conclusion

Google Display Ads, particularly Performance Max, are essential for reaching customers outside e-commerce platforms and driving sales. By combining AI with human creativity, retailers can create more effective campaigns that resonate with their target audience.

To get started, optimize your product data, leverage Google’s AI-powered tools, and ensure consistency across multiple channels. Building trust and confidence among shoppers will further enhance your brand’s appeal.

Appendix

• Deep dive into how to increase sales on e-commerce platforms
• Do you know Google Search well?
• 3 Techniques to Use AI to Its Maximum Benefits, Arming Your Business in the Digital Age