Introduction

Introduction

Whether an E-commerce business is new or old, no matter what stage the business is in, you would like to grow it, wouldn't you? But how? Organic reach for social platforms is decreasing day by day and therefore running paid ads is becoming more and more crucial for your business. From Facebook to Google Shopping to Snapchat, there are multiple platforms and numerous opportunities for your business to grow. Thus, it’s up to you to make the best use of these opportunities and expand your business.

A certain platform might or might not work for a business. So it’s important to test, experiment, and then understand which digital platform generates a higher ROI.

Some of the platforms which are recommended for an Ecommerce business at any stage of their growth include:

  • Facebook & Instagram
  • Google (Display, Search, Shopping)
  • Discovery
  • Marketplaces such as Flipkart, Amazon.
  • Facebook & Instagram
  • Sharechat

Facebook Ads for E-commerce

Running paid Ads on Facebook is not only great for generating traffic for your website, but also a great option for generating sales for your e-commerce business.

These Facebook ads for ecommerce not only include Dynamic Product Ads, but also conversion ads. A good mix of both can help improve your ROI on various ecommerce marketplaces.

Paid Traffic Conversion Funnel:


Here you can either buy the product or leave the page. Facebook innately allows the retargeting of people who might have visited your page but not purchased anything during their sales funnel journey.

Objectives you can choose for running Ecommerce Ads

Catalog Sales

Conversion


If you choose this option as your objective in the primary stage, you can choose to advertise your product sets or catalogs on FB. This option allows you to choose all your products listed on the website or a particular category of products as you wish to advertise. One can choose to show the name of the product, price, discount, short description, etc by choosing dynamic product sets. Also, by opting for dynamic product ads, the most relevant product card will be shown to the relevant audience, based on their last product views, add to carts, product clicks on the website, etc. This is the best way to retarget customers who did not convert.

Instead of only having dynamic product ads, you can choose to showcase a few of your business’s best sellers in your ads. Like any other conversion advertisements, you can choose to have plain product images as a single image, carousels, etc.

Conversion


Instead of only having dynamic product ads, you can choose to showcase a few of your business’s best sellers in your ads. Like any other conversion advertisements, you can choose to have plain product images as a single image, carousels, etc.

Types of audience you can Target

Types of Custom Audiences


  • Viewed or added to cart but not purchased
  • Added to cart but not purchased
  • Up-sell products/Cross-sell products
    Broad audience targeting (demographics, interests)

  • Website: All website visitors, visitors based on time spent (5%, 10%, 25%), visitors for specific product categories, or specific pages on the website can be retargeted.
  • Customer List: You can upload customer name, email ID, location, order value and other parameters to create a value-based audience. These audiences are rich and help you reach more customers who resemble current high-value customers.
  • App Activity: If your business has an app that is linked to the account, you can retarget your app users based on their app behavior such as the number of times they have opened the app, most active users, users by purchase amount, etc.
  • Offline activity: If your business has offline retail stores, you can map the offline data with your online one to check how many people have transacted with your offline business after seeing the ads online.
  • Facebook Sources: You can also use multiple other social media sources to retarget your ecommerce ads, such as people who engaged with your ads, videos, FB/IG profile, responded to events, etc. These are high intent customers as they have interacted with your business in the past.

Types of Custom Audiences


  • Website: All website visitors, visitors based on time spent (5%, 10%, 25%), visitors for specific product categories, or specific pages on the website can be retargeted.
  • Customer List: You can upload customer name, email ID, location, order value and other parameters to create a value-based audience. These audiences are rich and help you reach more customers who resemble current high-value customers.
  • App Activity: If your business has an app that is linked to the account, you can retarget your app users based on their app behavior such as the number of times they have opened the app, most active users, users by purchase amount, etc.
  • Offline activity: If your business has offline retail stores, you can map the offline data with your online one to check how many people have transacted with your offline business after seeing the ads online.
  • Facebook Sources: You can also use multiple other social media sources to retarget your ecommerce ads, such as people who engaged with your ads, videos, FB/IG profile, responded to events, etc. These are high intent customers as they have interacted with your business in the past.

Creative Types to try for these ads

Few Best Case Practices for Product Ads


Brands can showcase their products in multiple ways on Facebook & Instagram

  • Single Image Ads: Single image ads work best when the product on display is evident along with the price and a clear CTA. This is very  important because the audience at the first glance understands what the brand wants to offer.
  • Video Ad: Video ads are used to tell your brand’s or product’s story differently. Video ads can be customized to the platform you are  showcasing it on. For instance, Instagram story ads are highly effective  as they are short and they communicate the essential points. To grab the  attention of the viewer it is recommended to showcase high visual impact images.
  • Multiple Products: Multiple products can be showcased using catalogs, product sets, and dynamic ads.
  • Carousel Ads: A series of images either based on the same product or different products of the brand.
  • Catalogue ads: A catalog consists of the brand’s inventory, images of   the products, colors, sizes, etc. which are directly taken up from the website.
  • Collection Ad: A Collection ad is an immersive ecommerce ad format that makes it easier for an individual to browse and interact with the advertisement. A collection ad format has a mix of both images or videos which can be showcased.

  • Neat, simple templates that must have the price/offer/discount on it to attract an audience.
  • Creatives re-sized for Story and Feed are always recommended as vertical formats have a better impact on sales than the generic feed ad that gets adapted automatically.
  • Complete product focussed creatives to be used in conversion ads.
  • Catalog sales also fetch good ROAS, so a mix of conversion and catalog to be used.
  • Product focussed vertical videos work best across all e-commerce brands. Recommend to have more such creative assets.

Few Best Case Practices for Product Ads


  • Neat, simple templates that must have the price/offer/discount on it to attract an audience.
  • Creatives re-sized for Story and Feed are always recommended as vertical formats have a better impact on sales than the generic feed ad that gets adapted automatically.
  • Complete product focussed creatives to be used in conversion ads.
  • Catalog sales also fetch good ROAS, so a mix of conversion and catalog to be used.
  • Product focussed vertical videos work best across all e-commerce brands. Recommend to have more such creative assets.

Google Ads for E-commerce

Why Use Google Ads?

Why not? Google Search Engine has the largest ecommerce market share. E-Commerce giant amazon gets 29% of traffic from Google Search and 25% of Amazon sellers using Google ads to promote their product.


Search Engines Percentage Market Share
Google 98.30%
Bing 0.97%
Yahoo 0.61%
DuckDuckgo 0.09%

Google Ads allow you to take advantage of the benefits of online advertising: show your ads to the right people, in the right place, and at the right time. Google Ads offers several benefits, but here are the key ones:


Targeting

Control your advertising costs

Targeting through ecommerce ads gives you the power to reach the right people who are interested in your products and services. Using keywords, people can now search, based on their location, the devices they use, their age, and the language they speak. You can show your ads at specific times and days. Moreover you can control the number of times a user can see your ads.

You can decide on how much you can spend per month, per day, and per ad. The most important thing is you can only pay when someone clicks on your ad.

Control your advertising costs

You can decide on how much you can spend per month, per day, and per ad. The most important thing is you can only pay when someone clicks on your ad.

Measure your Goals

Manage your Accounts/Campaigns

You can set goals and track. Google Ads allow you to track when someone clicks your ad and purchases your product/submits a lead form/downloads an app or even phones you.

Google offers a lot of other products to manage your campaign successfully. Google Ads Editor, lets you edit offline. Create multiple accounts under a manager account. You can also upload offline conversion data to increase conversions in Google Ads. Google Analytics lets you know about the user behavior on your website and ecommerce marketplace.

Manage your Accounts/Campaigns

Google offers a lot of other products to manage your campaign successfully. Google Ads Editor, lets you edit offline. Create multiple accounts under a manager account. You can also upload offline conversion data to increase conversions in Google Ads. Google Analytics lets you know about the user behavior on your website and ecommerce marketplace.

Google Shopping Ads

Types of Google Shopping Ads

Google Shopping Ads also are known as Product listing ads. PL Ads are product-based ads that show up for product searches across Google and Google Shopping. It Includes:

  • Images
  • Prices
  • Brands
  • Reviews
  • Shipping Information
  • Promotions

 

  • Showcase Shopping: You can showcase a selection of related products and present them together, for more general search terms like Furniture, etc.
  • Local Inventory Ads: You can showcase your products and store information to nearby shoppers searching with Google.
  • Smart Shopping Campaigns: It simplifies your product advertising by automating the bids and placements

To start ecommerce shopping ads on the Google ecommerce marketplace, you need to first set up the Google Merchant Center where you can feed your products, which will then be integrated into Google shopping platforms.

Types of Google Shopping Ads

 

  • Showcase Shopping: You can showcase a selection of related products and present them together, for more general search terms like Furniture, etc.
  • Local Inventory Ads: You can showcase your products and store information to nearby shoppers searching with Google.
  • Smart Shopping Campaigns: It simplifies your product advertising by automating the bids and placements

To start ecommerce shopping ads on the Google ecommerce marketplace, you need to first set up the Google Merchant Center where you can feed your products, which will then be integrated into Google shopping platforms.

Feed optimization techniques

Google Search

The quality of your campaign is only as good as the information you provide to your potential customers.

  • Add more products
  • Optimize your images
  • Optimize your titles
  • Add recommended attributes
  • Optimize your descriptions
  • Use custom labels

The core of the Google Search ads targeting is keywords. With the help of Google keyword planner you can get the right keywords and their bidding cost average for monthly searches and competition. You can also get keywords for a specific product or service or a whole website. It’s better to choose product-wise so that it will be easy to create the specific themed ad groups.

The Best method to add Keywords is by using match types. The match types are:

Match Type Symbol Example Ads may show for the following reasons Example
Searches
Broad Match None Men’s Tshirt Close variations of the keyword, related search terms and other relevant variations. The words in the keyword don’t have to be present in a users search Buy mens
t-shirts
Broad match
Modifier
+keyword +keyword All the terms designated with a +sign (or close variations of those terms) in any order. Close variations include terms with the same meaning. Additional words may appear before, after or between search terms Men’s t-shirt and jeans
Phrase Match “Keyword” Men’s Tshirt Matches of the phrase(or close variations of the phrase) with additional words before or after. Close variations include terms with the same meaning. Blue Men’s t-shirt
Exact Match [Keyword] [mens tshirt] Exact match of the term or close variations oth that exact term with the same meaning Men’s t-shirt

The next important thing is the campaign structure which needs to be followed to avoid a lot of confusion and mistakes.

  • Separate campaign for Brands and Non-Brand Traffic
  • Separate Campaign for each product: Under each product campaign the related products can be segmented by ad groups. For example
    Campaign Product: Tshirt
    Ad group: Full sleeve t-shirt
    Ad group: half Sleeve t-shirt
    Ad group: round neck t-shirt
    Ad group: V neck shirt
  • Separate campaign for competitor keywords.

Google Search

The core of the Google Search ads targeting is keywords. With the help of Google keyword planner you can get the right keywords and their bidding cost average for monthly searches and competition. You can also get keywords for a specific product or service or a whole website. It’s better to choose product-wise so that it will be easy to create the specific themed ad groups.

The Best method to add Keywords is by using match types. The match types are:

Match Type Symbol Example Ads may show for the following reasons Example
Searches
Broad Match None Men’s Tshirt Close variations of the keyword, related search terms and other relevant variations. The words in the keyword don’t have to be present in a users search Buy mens
t-shirts
Broad match
Modifier
+keyword +keyword All the terms designated with a +sign (or close variations of those terms) in any order. Close variations include terms with the same meaning. Additional words may appear before, after or between search terms Men’s t-shirt and jeans
Phrase Match “Keyword” Men’s Tshirt Matches of the phrase(or close variations of the phrase) with additional words before or after. Close variations include terms with the same meaning. Blue Men’s t-shirt
Exact Match [Keyword] [mens tshirt] Exact match of the term or close variations oth that exact term with the same meaning Men’s t-shirt

The next important thing is the campaign structure which needs to be followed to avoid a lot of confusion and mistakes.

  • Separate campaign for Brands and Non-Brand Traffic
  • Separate Campaign for each product: Under each product campaign the related products can be segmented by ad groups. For example
    Campaign Product: Tshirt
    Ad group: Full sleeve t-shirt
    Ad group: half Sleeve t-shirt
    Ad group: round neck t-shirt
    Ad group: V neck shirt
  • Separate campaign for competitor keywords.

Dynamic Search Ads

Google Display

Dynamic search ads are types of search ads that show up, based on the content of your website.
It can be used for the following reasons

  • Incremental traffic
  • Can help in finding new keywords people are searching for
  • Easy to create
  • Increases ROI
  • Set up of Dynamic campaign based on the targeting type

Google Display Network has 2 million sites and reaches over 90% of people on the internet. Your ads can appear on a large number of websites, apps, and video content.

Google Display can be best used for Google remarketing campaigns and also to increase brand awareness and reach through various types of audience targeting.

By integrating offline conversion, google ads will help us find similar audiences which will through Google remarketing will increase the ROI.

Google Display

Google Display Network has 2 million sites and reaches over 90% of people on the internet. Your ads can appear on a large number of websites, apps, and video content.

Google Display can be best used for Google remarketing campaigns and also to increase brand awareness and reach through various types of audience targeting.

By integrating offline conversion, google ads will help us find similar audiences which will through Google remarketing will increase the ROI.

Types of Audiences

Youtube

Types of audiences which can be used at various levels with appropriate demographic filters

Awareness Consideration Conversion
Affinity
Audiences
Inmarket
Audiences
Remarketing
Custom intent
Inmarket Audience
Custom Affinity
Audiences
Similar
Audiences
Customer Match
Similar Match

YouTube plays a significant role in consumers’ journeys online. People use youtube to discover, understand, consider, and even to use the product. So it’s an important ecommerce marketplace for these audiences on YouTube, to increase the sales on websites.

2 main strategies that will fuel a successful Advertiser Campaign on YouTube:

  • Maximize reach to Advertiser’s core audience via YouTube full-funnel strategy
  • Nurturing the audience via multiple channels to increase Customer LTV

Choose the right format for the business goals

Type Awareness Consideration Conversion
Masthead Yes
Bumpers Yes
True view for reach Yes
Non Skippable
15s/20 secs
Yes
True view discovery
& homepage feed ad
Yes
True view for Instream Yes
True view for Instream Yes

Youtube

YouTube plays a significant role in consumers’ journeys online. People use youtube to discover, understand, consider, and even to use the product. So it’s an important ecommerce marketplace for these audiences on YouTube, to increase the sales on websites.

2 main strategies that will fuel a successful Advertiser Campaign on YouTube:

  • Maximize reach to Advertiser’s core audience via YouTube full-funnel strategy
  • Nurturing the audience via multiple channels to increase Customer LTV

Choose the right format for the business goals

Type Awareness Consideration Conversion
Masthead Yes
Bumpers Yes
True view for reach Yes
Non Skippable
15s/20 secs
Yes
True view discovery
& homepage feed ad
Yes
True view for Instream Yes
True view for Instream Yes

Google Discovery Ads

Contextual Targeting

It’s a visual ad format for ecommerce ads that runs across the Homepage of the Google App, Google.com Homepage on the mobile, YouTube Home feed, and also on Gmail. Google Discovery ads targeting is similar to display campaigns which utilize the behavioral buckets.

It is similar to universal app campaign and Dynamic search ads, which is similar to the “set it and forget it” methodology. Here the following settings cannot be managed by the advertisers.

  • Manual bid strategies
  • Delivery method
  • Device targeting
  • Placement targeting (including exclusions)
  • Frequency capping
  • Ad rotation

The best campaign structure on an ecommerce marketplace is to follow the funnel strategy with respect to audiences. Target cost per acquisition bidding strategy can be followed from day 1.

Funnel Bidding Audiences
Upper Funnel tCPA Affinity Audiences
& Custom Affinity
Audiences
Mid Funnel tCPA Custom Intent
Audiences
Lower Funnel tCPA Remarketing Audiences
& first party data

Contextual Targeting

The best campaign structure on an ecommerce marketplace is to follow the funnel strategy with respect to audiences. Target cost per acquisition bidding strategy can be followed from day 1.

Funnel Bidding Audiences
Upper Funnel tCPA Affinity Audiences
& Custom Affinity
Audiences
Mid Funnel tCPA Custom Intent
Audiences
Lower Funnel tCPA Remarketing Audiences
& first party data

Running Ads on Marketplaces

Marketplaces are intermediates connecting sellers and buyers. Industry giants like Flipkart and Amazon have shown enormous growth in the past few years. Moreover, the growth rate is expected to increase even higher post covid. It is a place to discover and purchase items and ads are an integrated part of it to give an extra boost to your product or service. With Ads, you can stand out from 100’s competitors.

Amazon Ads

Sponsored Product Ads

Amazon helps you to find the best audience from millions of customers by targeting various forms of sponsored ads that appear on top of search and product pages. Manage your ad campaigns to know insights on where you hold strong and where you lack as it helps you stand out among competitors. Choose the right product, right audience, and grow your brand.

Improve your product visibility with targeted ads that appear in search results and the product pages of Amazon and other ecommerce marketplaces.

Sponsored Product Ads

Improve your product visibility with targeted ads that appear in search results and the product pages of Amazon and other ecommerce marketplaces.

Campaign Creation Process

Targeting

The first step is to choose a product that you want to promote. Advertisers are allowed to promote any of their products that is buy box eligible. What is the buy box? It is referred to as the box which appears on the right side of the Amazon product page where the customers add products to purchase.

  • Automated targeting: Helps to reach a wider audience by automatically targeting and matching your ads with suitable search terms based on product information available on the page. It is a recommended way to start campaigns as one will have a chance to discover how their products are being searched on Amazon.
  • Manual Targeting: A keyword-based targeting which gives you more control over running campaigns. Adding relevant keywords of the product and customizing bids for each keyword accordingly, helps you reach the right audience and eventually grow sales on Amazon.

Targeting

  • Automated targeting: Helps to reach a wider audience by automatically targeting and matching your ads with suitable search terms based on product information available on the page. It is a recommended way to start campaigns as one will have a chance to discover how their products are being searched on Amazon.
  • Manual Targeting: A keyword-based targeting which gives you more control over running campaigns. Adding relevant keywords of the product and customizing bids for each keyword accordingly, helps you reach the right audience and eventually grow sales on Amazon.

Sponsored Brands

Sponsored Display Ads

They are high impact ads that help you build your brand and gain discoverability with a highly targeted placement available on the top of the search results, left side, and bottom of the page. It is a great way to boost brand awareness. Ads come with the customized headline and logo on the search results page. It uses the PPC pricing model, which means the advertiser has to pay only when someone clicks on the ad. It gives the opportunity to drive users to the custom landing page where the advertiser can choose which products to be displayed on the page.

Why Run Sponsored Brand campaigns?

  • Expand your visibility and reach
  • Awareness and Brand Engagement
  • Display product catalog with a wide range of products
  • Keeps brand on top of mind for shoppers.

Major differences between the sponsored products and brands are, the brand’s objective, which is to reach a wide audience by showcasing brand offering with the featured products on the product listing page. While the sponsored products are ads that are limited to one specific product.

Sponsored Display Ads can be used for three stages of the buyer’s journey – product awareness, consideration, and conversion. It is a quick and easy way to start with display campaigns that automatically generate creatives and dynamically increase or decrease the bid based on the performance. These Ads are shown in product detail pages or on the related product pages of Amazon.

Sponsored Display Ads

Sponsored Display Ads can be used for three stages of the buyer’s journey – product awareness, consideration, and conversion. It is a quick and easy way to start with display campaigns that automatically generate creatives and dynamically increase or decrease the bid based on the performance. These Ads are shown in product detail pages or on the related product pages of Amazon.

Audience and Targeting

Amazon Stores

Searches – Reach Audience who search for keywords related to the product that is advertised on and off Amazon. One can choose between manual or automated bidding. Bids are based on CPM (Cost Per Impression), creative customization that is not available for searches. Enter the bid and see the daily estimated impression and reach.

Allows you to create a dedicated and elevated shopping experience with a multi-page store on Amazon. One can showcase a brand, highlight the best selling and new products from their collection. It is free and easy to build with no design experience required. One can create and use a unique Amazon URL link to your store to drive traffic from social media or blogs.

Amazon Stores

Allows you to create a dedicated and elevated shopping experience with a multi-page store on Amazon. One can showcase a brand, highlight the best selling and new products from their collection. It is free and easy to build with no design experience required. One can create and use a unique Amazon URL link to your store to drive traffic from social media or blogs.

Features of Amazon Brand Store

Design Start with the black template or choose a Pre-built design from the wide range of available templates that can be beautifully customized to enhance the look and feel of your brand.

Purchases Audiences who previously purchased your advertised products but have not purchased from you in the last 365 days. It is a great opportunity for the products that would require repeat purchases. Placement on and off Amazon and bids are based on CPM (Cost Per Impression).

Stores Insights dashboard You can use insights from your store to optimize ad campaigns. The dashboard shows the metrics like traffic trends, product sales, top product pages, and sources.

Product Targeting Choose between Categories and Individual products to target. Individual product targeting is where one can enter multiple product ASINs (Amazon Standard Identification Number) to set and start with targeting. The category is usually broad and ideal for advertisers who have a lot of good reviews and rank higher in their category.

Multi-Pages Amazon store comes with three levels of pages. This allows you to display your brand as a whole with one dedicated page with products that can be displayed on the following pages.

Views Shoppers who have viewed detailed pages of the advertised products or similar products but not purchased in 30 days. Placement is off Amazon. Bids are based on a CPC basis, customization is not available.

Flipkart Ads

Search Ads

Drive brand-specific audiences and create an impact on a wider audience with various ad formats and experiences where one can map all the phases of the customer journey with highly targeted ad campaigns. With 100 million monthly and 20million daily users with one out of every 5 visitors making a purchase, Flipkart stands as one of India’s best place to market ads.

  • Product Listing Ads: Product listing ads on Flipkart effortlessly display your products on the recommended product results when someone is searching for the things that you offer. This is a great way to acquire new customers and increase sales on an ecommerce marketplace as we are placing our ads right in front of highly potential customers.
  • Product Contextual Ads: The rich media ecommerce ads are the once which attract customers by showcasing your product on the search and the category pages which are related to your products

Search Ads

  • Product Listing Ads: Product listing ads on Flipkart effortlessly display your products on the recommended product results when someone is searching for the things that you offer. This is a great way to acquire new customers and increase sales on an ecommerce marketplace as we are placing our ads right in front of highly potential customers.
  • Product Contextual Ads: The rich media ecommerce ads are the once which attract customers by showcasing your product on the search and the category pages which are related to your products

Display

LookBook

  • Homepage Widget: Enhance your presence as visitors see your product when they open the app.
  • Announcement Widget: Attract visitors with only non-carousel ads on the homepage.
  • Banner Ads: Convey your brand message with Large-sized banners on homepage
  • X2: Displays static banners for more reach

A new and highly interactive ad format that engages customers right from the image on the homepage to the purchase page. Using LookBook advertisers are free to arrange and present the products as they like to be displayed.

LookBook

A new and highly interactive ad format that engages customers right from the image on the homepage to the purchase page. Using LookBook advertisers are free to arrange and present the products as they like to be displayed.

Flipkart Shopper Audience

Video

FSA (Flipkart Shopper Audience) gives the power to show ads to e-commerce profiled audiences outside of Flipkart. One can take advantage of interest-based audience segments that are highly purchase driven. The targeting is based on interest, behavior, location, gender, category affinity & buying propensity. Video, mobile interstitial full-screen ads, and custom banners are the popular ad formats available. Get real-time insights into the campaign dashboard.

Create Brand integrations and sponsorships with the video format. Videos can be shown as original content, in synchronized content, and as partnerships.

Video

Create Brand integrations and sponsorships with the video format. Videos can be shown as original content, in synchronized content, and as partnerships.

Games

Audience Targeting

A casual gaming platform to fascinate and drive awareness, engagement, and retention of a brand through the Flipkart Game Zone. Develop custom integrations to drive brand interaction and engage customers.

Contextual Targeting
Based on user’s device
Channel, Page & Zone

Demographic Targeting
Based on user demographics
Gender, RFM, Age bands, Parents, Users, Customers, Married, Kids Gender, Kids Age, Location

Behaviour Targeting
Based on user’s shopping behavior/ preference
Action based categories (Browse/ Add to cart/ Purchase), Preference based categories, recency, price affinity, brand affinity, banking & payment methods.

Advanced Targeting
At App versions, Handset brands and models
Custom Targeting: Targeting to custom set of users through Audience Manager

Audience Targeting

Contextual Targeting
Based on user’s device
Channel, Page & Zone

Demographic Targeting
Based on user demographics
Gender, RFM, Age bands, Parents, Users, Customers, Married, Kids Gender, Kids Age, Location

Behaviour Targeting
Based on user’s shopping behavior/ preference
Action based categories (Browse/ Add to cart/ Purchase), Preference based categories, recency, price affinity, brand affinity, banking & payment methods.

Advanced Targeting
At App versions, Handset brands and models
Custom Targeting: Targeting to custom set of users through Audience Manager

Set Realistic and Measurable Goals

Purpose: Setting predefined goals helps the marketers to achieve a particular objective and also motivates the team towards achieving it.

Setting goal:

  • At first, we should carefully consider the available resources and draft the quantifiable media plan.
  • Always make sure the goals and results set should be focused on long-term outcomes and rather than quick wins.
  • If you are in the very first phase of digital marketing, consider industry benchmarks.
  • Study your competitors and know what your competitors are doing in the digital space.

Using Competitor analysis tools like SEM Rush, Ahref, Moz and Sprout will help us better understand our competitors.

Media Planning

Ecommerce Success Metrics

The most important part of digital planning involves creating a media plan, which needs to be meticulously drafted considering the campaign objective, budget, and target audience.

  • Understand your customers and choose the right channels to promote your products and use a full-funnel approach to convert them effectively.
  • Always research the audience segments available on each channel that you include in your plan & predefine the audience for each channel in the plan.
  • The Media Plan should include chievable numbers that represents the success of your campaign.
  • If you’re planning for some branding activity, the plan should have the reach, frequency, page visits, and cost per reach.
  • If you are planning for the performance campaign, it should include the number of conversions, cost per conversion, expected revenue, and ROI quantifiable metrics.

Branding Campaign: Reach, Clicks, Page Visit, Cost per reach
Performance Campaign: Clicks, Conversions, Revenue, ROAS

As an Ecomm marketer, you would have already known about the clients’ expectations. At the end of the day, they just want to see the sales data and cost per sales data. Whilst having all the data in the world to show the performance of a campaign, ROI and ROAS are irreplaceable for E-commerce.

Ecommerce Success Metrics

As an Ecomm marketer, you would have already known about the clients’ expectations. At the end of the day, they just want to see the sales data and cost per sales data. Whilst having all the data in the world to show the performance of a campaign, ROI and ROAS are irreplaceable for E-commerce.

ROAS = Revenue Generated/Ad Spends ROI = (Profit-Cost)/Cost *100

Track and Measure Results

Returns on advertising spend (ROAS) is the most common metric used by digital marketers, which represents the aggregate revenue for every rupee spent on advertising. For example, ROAS = 3.5 represents that every one rupee spends on digital ecommerce ads will generate sales of 3.5 rupees. If you are considering selling.

Return on investment (ROI) is more of business-centric data, which represents the percentage of profit generated from digital ads divided by the digital spend. This helps the organization to better understand whether digital ads are contributing to the success of their business.

  • Track real-time performance and optimize campaigns to achieve your objectives
  • Track performance across the funnel, from impression to sales ROI
  • Measure your brand health and benchmark across competition and category
  • Measure the impact of your video ads on top of the mind awareness

Track and Measure Results

  • Track real-time performance and optimize campaigns to achieve your objectives
  • Track performance across the funnel, from impression to sales ROI
  • Measure your brand health and benchmark across competition and category
  • Measure the impact of your video ads on top of the mind awareness

Track and Measure Results


All the data is already collected and seeded in their respective platforms, though some of the tools help us to better track the user and help us to use the vast data collected from their activity. We have a vast number of tools exclusively built for website optimization, custom reporting, behavior analysis, A/B testing, CRM management, and marketing automation. Some of the prominently used tools are Google analytics, Supermetics, Optimizely & Crazy egg.


Google analytics could be described as more of a powerful analytics tool, free of cost for most of its features. This would be sufficient enough for the whole e-commerce website. Once you get used to it, you can do anything from creating a custom audience, importing it to different platforms, tracking events and tracking website activity. This provides useful insights on user behavior and helps us to track revenue generated from different sources. In March 2016, it released Google Analytics 360 packed with advanced features which you can opt for if your website receives more than 10 million page views per month.

Most of the advertisers use Supermetrics as an additional reporting tool along with Google analytics. This tool brings all the data from different sources including google analytics, Shopify and provides us with valuable insight along with data visualizations. It also allows you to export all the data received from different sources to your marketing data warehouse for more powerful reporting.

Especially when you have multiple products and wanted to test which product works for which users then optimized could help. It aims at providing a more personalized user experience. It experiments by showing different products to different users based on which ads they came from. Alongside it also has multiple other A/B testing options that could help us to incline towards driving more conversions.

A heatmap tool developed to track user activity on your website, this gives insights on which part of your website receives more attention and which receives less attention. So that we website developers can decide to optimize their websites. It helps in making critical decisions of placing a call to action buttons on highly engaging parts of your website.

Salesforce is the world's largest CRM software company which accounts for 20% of the CRM market share. SalesforceIQ is a subsidiary of salesforce for managing small and medium-sized Ecomm businesses. This serves as a relationship intelligence platform that could potentially scan email, phone calls, social platforms, and prioritize them and keep salesperson informed on potential threads.

Optimizing for Goals: Once you start your marketing campaigns, it is always important to keep track of campaign performance on your preferred ecommerce marketplace. It is recommended to monitor daily and make decisions to align with marketing goals. Not every campaign will deliver the expected results, there should always be a plan B when performance drops. Listed down some of the common optimization steps followed

Demographic & Geographic: Although we would have defined the demographic and geographic segments in the media plan, we can still exclude certain segments that aren't converting and increase bid adjustments to the converting segments. Most marketers do these adjustments after gaining enough data.

Shifting budget between Channels & Platforms: If Facebook is driving more sales than the google shopping campaigns, we can shift the budgets to Facebook if it has opportunities to scale. Similarly, if the ROI on Flipkart is better than selling from your site, we can have more budgets for Flipkart.A/B Testing Creatives: Similarly you can always do A/B testing to identify the best performing creative.

Redefining Audience: In some cases, the audience segments need to be refined when the conversion rate drops drastically given the case when no other external factors are involved. This in turn needs to be discussed with the advertiser to better understand the core audience segments of the product performing in other mediums

DV360: It is a Google Demand Side platform that enables us to reserve priority slots or inventories across exclusive collection display, video, native, and mobile inventory available in real-time. Seamlessly you can bid for reserved deals and also participate in open auction buy from a single platform. DV360 provides an ample number of features, some of the important features are listed below,

Audience: This platform provides a license for the marketers to use a wide pool of powerful audience segments which includes 1st party, Google data, and 3rd party audience at different levels of the campaign structure.

Reach: Having DV360 enables us to reach the audience present in various ad exchange networks which allows us to participate in private and public auctions, while Google ads are limited to websites having Google Adsense. This feature helps marketers to reach a wider and relevant audience.

Integration: Being google's product, it can be easily integrated with Google Ads, Google Analytics, Youtube, and also it allows you to integrate with several third party tools for advanced tracking and reporting.

Private Deals: Through DV360 we can book slots of a particular publisher that works best for our product. This provides a high level of transparency to both publishers and advertisers as the payment and performance are guaranteed and the performance and statistics are available to both ends.

Target Options: This platform provides a wide range of targeting options right from selecting inventory source, demographic, geographic, and more advanced features like selecting the position of inventory whether above or below the fold. Along with brand safety options where we can also opt for paid third party verifications like integral ad science.

A Social Media app made in India to go local and grow local. Why ShareChat? Massive Scale in regional audiences with 60Mn MAUs Significant time spent on short video consumption by users. Multiple ad placements like impact, native video, image post, exit interstitial, etc
PROGRAMMATIC READY

ShareChat users:
Tier 2/3/4 users
Entertainment focused
Internet Age <2 years
Video/Image preferred
70% of Male, 30% of Female

Age Group
18-24 years 50%
25-30 years 30%

So if your audience matches with the above Sharechat users, Go ahead try Sharechat

Especially if your products are designed or interested in a younger audience segment, this is for you. Of all the available social platforms, Snapchat has the youngest audience segment, nearly 210 million daily active users that includes 23 million users from India.

Advertising on Snapchat is a bit challenging, as asking the audience to swipe up with less than 10 seconds of our ad shown. But it has proven to drive better returns for a lot of brands with effective communication and ad formats. Also, the 18-24 generation audience having the behavior of first to adapt to the changes, the new brands look at Snapchat as an option to build their loyal audience base.

Snapchat has three main ad features Snap Ads, Snapchat Filters, and AR Lenses. Snap Ads can drive you awareness, website traffic, app install, and conversion based on the setting you choose while creating a snap campaign.

Snap Ads: Snap Ads are short vertical video ads with a maximum length of 10 seconds. These ads have higher visual attention than Facebook and youtube ads as the ad covers the whole screen. You can also use a Long-form video format if 10 seconds is not sufficient.

Filters & Lenses: We can iterate filters similar to Twitter hashtags for live events and storefront branding where we can also use creative AR lenses, encouraging to show up on selfie shots for better engagement with the brand.