Paid Media For Ecommerce Businesses

Generate sales while maintaining a healthy Cost Per Acquisition

Optimised ads and a user-friendly website are the cornerstones of optimal ecommerce.

Generate highly relevant PPC traffic

Paid media offer a range of options to generate relevant ecommerce traffic. 

PPC (Google Ads and Microsoft Advertising) includes campaign types such as:

• Performance Max / standard Shopping
• Search
• Display for retargeting and prospecting
• Video for YouTube videos (most used for branding)

Paid social captures potential buyers’ attention at a different point of the marketing funnel – and often at a different time of the day and week. 

Meta ads (Facebook and Instagram) are ideal for brand awareness, retargeting and prospecting. With audiences wanting to be educated, entertained and inspired, image and video ads are perfect to capture their attention. 

Reddit is different in that it is a collection of communities – or a place people go down rabbit holes. Ads can only be shown in the subreddits that allow them, and they generally do best when they are perceived as near-native. Targeting includes interests, communities (i.e. subreddits) and retargeting.

For all of these channels it is worth checking regularly for new targeting opportunities which can give advertisers a competitive advantage.

Ecommerce landing page optimisation

The pillars of a well optimised ecommerce landing page are great product images and description, and a frictionless checkout.

The first image should convey as much visual information as possible with successive images and videos as a complement.

The description should answer all the questions buyers may have, following a seamless storytelling line. Any missing information may lead a potential buyer to abandon the session.

Finally the checkout – while most websites use the checkout process made available by tech companies like Shopify or Woocommerce, it can be branded, customised and optimised. It is best practice to test going through the checkout regularly to find any friction points that may have creeped up. A high cart abandoner and payment abandoner rate is also an indication of something not working perfectly.

In parallel to standard monitoring, best practice is to test regularly and in increments. Even a well-optimised website can be improved and adjusted to changes in people’s behaviours.