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Home Blog PPC eCommerce: Definition, Best Practices & Examples

PPC eCommerce: Definition, Best Practices & Examples

PPC ecommerce can take your online store to new heights. Discover the secrets of successful e-commerce PPC advertising and learn best practices to start the perfect campaign. This guide, with real-life examples, provides the best methods for increasing your store’s visibility and boosting sales.
ppc ecommerce

Pay-per-click (PPC) marketing in e-commerce is a pivotal strategy for companies aiming to elevate website visits, enhance sales, and strengthen their digital footprint. E-commerce PPC blends the strategic placement of ads with precise targeting, allowing businesses to reach users actively searching for their products or services. Online advertising strategy is one of the most common digital marketing approaches – the 2024 PPC Survey report reveals that 98% of businesses harness the power of Google Ads to reach their audiences, and they are right, as more than 64% of users with purchase intent prefer clicking on Google Ads rather than organic search results, which showcases WordStream’s statistics.

In this article, we’ll explore best practices for maximizing your advertising efforts and showcase real-world examples of successful campaigns. We’ll also show you that well-optimized landing pages can boost overall campaign efficiency – it’s possible with the best PPC marketing tool for landing pages, Landingi.

New to PPC? No sweat! We’ll break it down for you. Already a PPC pro? We’ll show you how to refine your approach and unleash even greater growth. For a good start, check out a few tips on effective e-commerce PPC campaigns, as follows:

  1. Define your goals to know which advertising platform and ad format will be best for your campaign.
  2. Think about your audience to fully leverage the audience targeting potential.
  3. Pay attention to keyword research to optimize your campaign’s performance.
  4. Craft attractive ads that engage your target audience.
  5. Optimize ad-related landing pages to ensure a seamless user experience and increase conversions.
What is EventTracker

What Is PPC Advertising in eCommerce?

PPC (Pay-Per-Click) advertising in e-commerce is one of the most widely used digital marketing strategies due to its data-driven approach, scalability, and effectiveness. In this advertising model, online retailers pay a fee for each ad’s click. PPC meaning refers to achieving faster results by buying site visits rather than trying to get those visits organically – it’s particularly effective for e-commerce businesses as it drives targeted traffic to product pages, potentially leading to higher sales and revenue.

In PPC advertising, e-commerce businesses bid on previously selected keywords that their target audience will most likely use when searching for products online. When someone searches for those keywords, their ad appears at the top of the search results or on various partner websites. These ads can be in the form of text, images, or videos and are designed to attract the attention of potential customers, encouraging them to click through to the retailer’s site.

The most popular advertising platforms in e-commerce are Google and Amazon. Google PPC offers various ad formats, including Shopping Ads, and provides advanced targeting options, which, combined with browser popularity and vast user base, allows e-commerce businesses to reach a wide audience. Another platform providing similar opportunities is Bing – Bing PPC can be slightly less competitive, as it’s less popular than the Google browser. Amazon PPC offers advertising on the world’s most popular shopping platform, allowing e-commerce businesses to promote their brands and products among users with high purchase intent, making it effective thanks to the advanced bidding system and automated bidding options for less experienced advertisers.

E-commerce businesses can also use social media PPC to target audiences better, boost their visibility among the right users, and strengthen brand awareness. Instagram PPC allows for creating PPC campaigns based on high-quality pictures and short videos, which efficiency relies on targeting options. Similarly, Facebook PPC works well for the e-commerce industry, as its huge user base allows for advanced targeting, which includes demographics, location, interests and hobbies, and previous users’ actions.

The effectiveness of PPC advertising in e-commerce is often measured through metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS). By carefully selecting keywords, creating compelling ad copy, and continuously optimizing campaigns based on performance data, e-commerce businesses can effectively use PPC advertising to reach a larger audience, drive more website traffic, and ultimately increase sales.

How Does PPC Advertising in eCommerce Work?

PPC advertising in e-commerce is a digital marketing strategy in which businesses bid on keywords and phrases relevant to their offers. The PPC advertising model assumes that fees are charged only when a user clicks on an ad. Still, ads can be displayed to target audiences free of charge unless the chosen ad format doesn’t include other payment methods, like payment for impressions. In addition to an auction system that sets rates per phrase, advertisers set a daily or lifetime budget for the entire campaign. Most PPC advertising platforms provide features that allow you to choose automated bidding – and then the platform automatically distributes bids within your budget for maximum efficiency.

PPC advertising platforms provide advanced targeting options, allowing you to reach your target audiences. PPC management systems let you set and track KPIs, thanks to which you can optimize your campaigns to drive better ROI and then, based on data, easily scale your eCommerce business. PPC eCommerce advertising involves several steps, as follows:

  • Campaign setup and targeting – you set up a PPC campaign on platforms like Google Ads or Amazon Advertising, which involves defining the campaign goals, such as increasing sales or driving website traffic. Next, you conduct detailed keyword research to identify the terms potential customers are likely to use when searching for products to target your campaign for the right audience and optimize ad placements.
  • Ad creation and budgeting – you create compelling ads in a chosen format (depending on the platform, e.g., Shopping Ad on Google Ads or Brand Ad on Amazon) tailored to your target audience. Then, you set a budget and decide on a daily, monthly, or campaign lifetime limit.
  • Bidding and auction process – you choose between manual or automatic bidding strategies to manage your ad spending efficiently. When a user searches for a keyword, an auction determines which ads are shown based on bid amounts, ad quality, and relevance. Higher bids and more relevant ads are more likely to secure prime ad positions, such as the top of search results or prominent spots on partner sites.
  • Ad performance and analytics – once the campaign is live, you monitor its performance using advanced analytics tools provided by the PPC platform. Key metrics are tracked to assess the effectiveness of the ads. This data-driven approach allows you to make informed decisions and optimize your campaigns for better results. Continuous refinement based on performance data ensures that the ads remain relevant and cost-effective.

6 eCommerce PPC Best Practices

Meet the 6 eCommerce PPC best practices and learn how to leverage proven methods to optimize ad performance, drive targeted traffic, and increase sales. Use this advice as your guide in creating eCommerce PPC campaigns and watch your ROI elevate to a new, higher level.

#1 Master Keyword Research

The first eCommerce PPC best practice is to master keyword research. As paid ads operate on keyword relevance, you should start by identifying high-intent keywords. Using professional tools, like Google Keyword Planner, focus on searching keywords that indicate a high likelihood of purchase – this way, you reach your target audience precisely. Use long-tail keywords, which are more specific and less competitive – it often leads to higher conversion rates. You should also identify and exclude keywords irrelevant to your products to prevent wasted ad spend.

#2 Craft an Irresistible Ad

The second eCommerce PPC best practice is to craft an irresistible ad. Start from copy and focus on direct headlines that include primary keywords to catch the user’s attention. Highlight Unique Selling Points (USPs) and emphasize what makes your products or offers unique, such as free shipping, discounts, or exclusive deals. Use action-oriented, impactful messaging in your CTA to encourage more users to click your ad. For display or shopping ads, visuals are essential – use high-quality pictures or videos that showcase your product, its best features, and how it can be used in real life.

#3 Elevate the Landing Page Experience

The third eCommerce PPC best practice is to optimize the landing page linked to your ad, as this is where conversion occurs. PPC ads lead to product pages, often on various eCommerce platforms, but when you run your own e-store and want to direct users to product landing pages or pages with special offers and great deals on your website, pay attention to details that drive higher conversion.

Ensure that the landing page matches the ad content and keywords. If the ad concerns a specific product, the landing page should directly lead to that product, highlight its best features, and encourage users to purchase. To create a high-converting landing page for your e-commerce campaign, you can use professional tools like Landingi. This tool provides over 400 customizable templates for various industries and allows you to create PPC landing pages that boost overall campaign ROI.

Pay attention to user experience. Make the landing page user-friendly with easy navigation, fast loading times, and a clean design. Landingi’s editor helps create attractive, well-designed pages and ensures mobile responsiveness. The most important element of your PPC landing page is a clear CTA – place it prominently on the page to guide users toward purchasing and to drive high conversions.

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#4 Monitor and Analyze Performance

The fourth eCommerce PPC best practice is to monitor and analyze your campaign’s performance. Monitor key metrics such as click-through rate (CTR), cost per click (CPC), and conversion rates. You can gather these data on an advertising platform, but for more insights, you can also use EventTracker, which tracks events on your landing pages built with Landingi.

Continuously test different versions of your ads and landing pages to see which perform better. Most ad management platforms involve A/B testing options. Based on performance data, adjust your bids and allocate the budget to the best-performing keywords and ads. For landing page testing, use Landingi – its built-in A/B testing feature that allows you to check which page version converts better.

#5 Leverage Retargeting Campaigns

The fifth eCommerce PPC best practice is to leverage retargeting campaigns – target users who have previously visited your site but didn’t purchase. Retargeting ads can remind them of the products they viewed or offer special deals to encourage conversion. Show personalized ads featuring products that users have shown interest in. This can significantly increase the chances of conversion.

#6 Harness the Power of Advanced Targeting Options

The fifth eCommerce PPC best practice is to utilize advanced targeting options. Tailor your ads based on demographics like age, gender, and location to reach your ideal customers. Use targeting options based on user interests and behaviors to increase ad relevance and effectiveness. You can also create lookalike audiences that mirror your best customers to find new potential buyers likely to be interested in your products.

How to Start an eCommerce PPC Campaign?

To start an eCommerce PPC campaign, define your goals and choose the right PPC platform. Then, focus on keyword research and set your campaign budget. The next steps involve creating ads and landing pages related to them. After that, you can target audiences, set up KPIs for tracking, and launch your campaign. The rest is regular performance tracking and data-based optimization for achieving higher ROI. Check out the detailed guide below to start your own e-commerce PPC campaign:

1. Define your goals

Firstly, define your goals and determine what you want to achieve with your PPC campaign. This foundational step is crucial as it shapes the entire strategy and execution of your campaign, providing a roadmap for every subsequent decision. Goals can vary widely but generally fall into key categories: increasing sales, generating leads, or boosting brand awareness. Clearly defined goals provide a focused direction for your campaign, influence platform selection, guide budget allocation, shape ad creatives and landing pages, and determine your campaign KPIs.

2. Choose the right PPC platform

Secondly, choose the right PPC platform. Decide which platforms (Google Ads, Bing Ads, Facebook Ads, etc.) are best suited to reach your audience and achieve your campaign goals. Match the platform’s strengths to your goals – each PPC platform has its own unique strengths that may align with your campaign goals, so use the following tips to choose the one for your campaign:

  • Google Ads – excellent for capturing intent-driven searches and driving immediate sales or leads. It’s effective for both local and global reach, depending on your targeting settings.
  • Bing Ads – similar to Google Ads but often overlooked. Bing has a smaller audience, but it can be more cost-effective and reaches users who might not use Google.
  • Facebook Ads – great for building brand awareness and engaging with potential customers through highly visual and interactive ads. Its detailed targeting can help in precise audience segmentation.
  • Instagram Ads – ideal for visual branding and reaching younger audiences who are more engaged on this platform.
  • Amazon Ads – perfect for e-commerce businesses looking to drive sales directly on Amazon’s platform. Amazon Ads reach shoppers actively searching for products, making the platform highly effective for conversion-focused campaigns.

Leverage social media platforms for your PPC campaigns – according to Statista reports, 67% of marketers choose to advertise on Facebook. FB PPC ads have an average conversion of 9.21%, as highlighted in WordSteam statistics.

3. Conduct keyword research

Thirdly, conduct comprehensive keyword research to optimize your campaign’s performance. Utilize tools like Google Keyword Planner to discover relevant keywords that resonate with your target audience. By focusing on a balanced mix of high-volume and long-tail keywords, you can effectively capture a broader range of search queries, ensuring your ads reach the right people at the right time. This strategic approach will enhance your campaign’s reach and effectiveness, driving better results and maximizing your return on investment.

4. Set a campaign budget

Fourthly, set a campaign budget. Allocate a budget for your PPC ads that aligns with your overall marketing strategy and financial goals. Choose manual or automated bidding. If you manage bids manually, carefully consider the cost-per-click (CPC) for your chosen keywords to ensure optimal allocation of resources. The automated bidding option distributes your budget to ensure maximum efficiency. By strategically managing your budget, you can maximize your campaign’s effectiveness, achieve your marketing objectives, and ensure a strong return on investment.

5. Create compelling ad copy

Fifthly, create compelling ad copy that captures attention and drives action. Craft clear and persuasive messaging that not only highlights the unique benefits of your products but also resonates with your target audience. Use strong calls to action (CTAs) to guide potential customers toward the desired outcome. By focusing on impactful and engaging ad copy, you can effectively communicate your value proposition, stand out in a crowded marketplace, and inspire your audience to purchase.

6. Design effective landing pages

Sixthly, design effective landing pages. Ensure your landing pages are relevant to the ads and optimized for conversions with clear CTAs, high-quality images, and easy navigation. Use professional tools, like Landingi, to create a PPC landing page that focuses on a single goal and directs users to purchase the product. Use a clear page layout, and include stunning product videos and high-quality pictures showcasing its features. Create eye-catching headlines and compelling copy to highlight all the benefits users can gain by purchasing your product. Incorporate mobile optimization to ensure a smooth user experience on all devices.

7. Set up tracking and analytics

Seventhly, set up comprehensive tracking and analytics to gain valuable insights and optimize your campaign’s performance. You can use Google Ads and Google Analytics to monitor your ads’ effectiveness meticulously. These tools provide critical data on user behavior, click-through rates, conversion rates, and overall ROI. By analyzing this data, you can make informed decisions, identify areas for improvement, and continually refine your strategy to maximize your campaign’s success.

You can also measure your ad-related landing page’s performance with Landingi’s EventTracker – this allows for making data-driven page optimization influencing user experience and leading to higher conversion. A systematic analytics approach ensures that you consistently meet your objectives and achieve the highest possible return on your advertising investment.

According to HubSpot’s statistics, 74% of brands admit that PPC ads play a crucial role in driving their business growth – take advantage of PPC opportunities to increase your business success.

8. Launch your campaign

Lastly, launch your campaign, but before taking this final step, ensure all ad settings are meticulously configured. Verify that your targeting parameters, such as location, demographics, and interests, align with your campaign goals. Double-check your ad copy, creatives, and landing pages to ensure they are optimized for performance and user experience. Additionally, confirm that your budget and bidding strategies are set appropriately to maximize ROI. Once you are confident that everything is in place and thoroughly tested, you can confidently launch your campaign, ready to engage your audience and achieve your marketing objectives.

Launching ads for eCommerce stores is just the beginning. To achieve the best results and maximize ROI, you must continuously optimize your campaign based on performance data. This ongoing optimization involves adjusting bids, pausing underperforming keywords, and testing new ad copy or landing pages to improve results.

What Is the Cost of a PPC eCommerce Campaign?

The cost of a PPC eCommerce campaign typically ranges from $100 to $10.000, and avg. CPC is between $0.11 and $0.50, as the WebFX’s PPC Pricing report shows. Costs of PPC e-commerce campaigns can vary, depending on the industry or targeting goals and keywords. It also depends on the platforms advertisers choose for their campaigns – they operate on different average fees, which you can check in a short list with average PPC costs on the most popular platforms below:

1. Google

  • Avg. CPC (cost per click): from $0.11 to $0.50
  • Avg. CPM (cost per 1000 impressions): from $0.51 to $1.0

2. Amazon

  • Avg. CPC (cost per click): from $0.81 to $2.00

3. Facebook

  • Avg. CPC (cost per click): from $0.26 to $0.50
  • Avg. CPM (cost per 1000 impressions): from $1.01 to $3.0

4. Instagram

  • Avg. CPC (cost per click): from $0.0 to $0.25
  • Avg. CPM (cost per 1000 impressions): from $0.0 to $4.0

You can set your daily or lifetime campaign budget and then manage bids manually or allow an automated system to distribute bids within your budget. Automated bidding is a great method for maximizing campaign efficiency, especially for inexperienced advertisers. Manual bidding gives full control over campaign costs but requires a deeper understanding of specific bidding systems – it can be better for advanced campaign managers.

If you consider hiring professionals, PPC agencies offer services to assist businesses in managing their pay-per-click campaigns. Typically, these services cost $350 to $5.000 monthly or 12 to 30% of the monthly ad spend, according to Clicta Digital Agency statistics.

9 Examples of PPC eCommerce Advertising

Check out the 9 stellar PPC eCommerce ads that showcase the diverse power of paid search. We’ll delve into these ads from Google, Amazon, and Facebook, exploring how each format unlocks unique audience interactions. This isn’t just about examples; it’s about empowering you to choose the perfect ad type and get you closer to a successful campaign.

1. Google Ads

PPC ads on Google can be used to attract users searching for specific products or stores, and they operate on a few ad formats, including shopping ads, search ads, display ads, and even video ads. Take a closer look at each ad type and learn how they work – this can help you decide on your e-commerce PPC campaign shape.

#1 Shopping Ads

Google shopping ads are visual tiles that showcase specific products displayed directly in search results. Imagine a customer searching for “sunscreen” – instead of just text links, they see a grid of product images, titles, prices, and even store names and product reviews.

Shopping ads are the most popular ad formats leveraged by eCommerce businesses, as they allow users to find a specific product they intend to purchase right in a browser and direct them to the product pages where conversion occurs. These ads are a powerful tool to stand out on Google and drive targeted traffic to your online store. The main features of Google shopping ads include the following:

  • Rich product information – a captivating image grabs attention, while the title and price instantly convey value.
  • Targeted reach – Google tailors these ads to relevant searches, ensuring you reach customers who are actively looking for what you offer.
  • Easy comparison shopping – side-by-side displays allow customers to compare your products with competitors at a glance.
  • Increased clicks and sales – by showcasing your products visually, Shopping Ads can entice more users to click and potentially purchase.

2. Search Ads

Google search ads are text-based ads that showcase specific websites, typically on the top of SERP. Once the user searches for specific store type, search ads display as first results, giving a set of relevant links. Search ad typically includes website link, compelling headline, and short copy description, often with ad extensions, like additional links to special offers, “call now” buttons, etc.

Search ads can be great for promoting eCommerce sites, as they direct traffic to the specific type of online store and connect your brand with users actively searching for what you offer, increasing the chance they’ll convert into paying customers. The main features of search ads include the following:

  • Keyword-focused – search ads center around specific keywords you choose. These keywords represent what potential customers might search for related to your products.
  • Targeted visibility – your ads appear at the top of the Google search results page when users enter those chosen keywords. This prime placement grabs attention before organic listings.
  • Compelling ad copy – clear and concise text that highlights unique features, promotions, or fast shipping options entices users to click.
  • Direct traffic pipeline – each click from an interested user takes them straight to your online store or specific product landing page, creating a clear path towards a purchase.

3. Display Ads

Google display ads are visual billboards strategically placed across various websites and apps within the Google Display Network (GDN). Imagine a captivating image of your product displayed on a popular news website, a sports blog, or even someone’s favorite recipe channel. It’s a great opportunity to build engagement and interest in your store or specific products among users who have previously been interested in relevant topics.

Google partner sites provide ad space where e-commerce visual banners appear, engaging users with product pictures and special offers. These ads can not only direct traffic to a specific e-store or product landing page but also build brand awareness, leaving a strong visual experience in users’ minds. Google Display Ads boast a powerful set of features designed to supercharge your e-commerce marketing and reach new heights, as follows:

  • Visual storytelling – display ads can showcase your products in a captivating way using high-quality images, engaging videos, or even interactive elements. This ignites user interest and fosters a deeper brand connection.
  • Laser-targeted audiences – thanks to targeting your ads to specific demographics, interests, and online behaviors, you can reach customers who are actively researching products like yours.
  • Brand building and remarketing – display ads aren’t just about immediate sales; they can also be used to build brand awareness and recognition in the minds of potential customers. Additionally, you can retarget website visitors who haven’t converted yet, reminding them about your products and enticing them to come back for another look.
  • Unmatched reach and flexibility – the Google Display Network extends across millions of websites and apps, ensuring your ads can appear in front of potential customers wherever they browse online, on desktops, laptops, tablets, and smartphones. It’s like having a network of digital billboards in all the right places.

2 Amazon Ads

Amazon is one of the most beneficial advertising platforms for eCommerce businesses, allowing them to leverage PPC campaigns to promote specific products or store brands. Amazon ads can be created in various formats, including product ads based on pictures or videos and brand ads. Look at the 3 examples below and check out their characteristics to match the perfect ad format to your specific campaign goals.

1. Sponsored Product Ads

Sponsored product ads on Amazon are visual tiles constructed of a high-quality product picture, headlines including the product name and its short description, price, product ratings, and often also a special discount. These ads appear in search results on Amazon, attracting users visually with the best search matches. Leveraging these ads can be a great way to conduct shopping campaigns, directing users to specific product’s Amazon pages.

These targeted ads put your products directly in front of users actively searching for similar items. Compelling visuals, special offers, and irresistible discounts make your products stand out, enticing clicks and propelling sales to new heights. The main benefits of utilizing Amazon’s sponsored product ads for e-commerce businesses include the following:

  • Reaching high-intent shoppers – these ads target users already looking to buy specific products.
  • Prime placement on Amazon – sponsored product ads reach customers on the world’s biggest e-commerce platform.
  • Advanced targeting – targeting options of Amazon ads ensure your campaign reaches the right audience.
  • Compelling visuals and offers – visual tiles with clear product descriptions and irresistible offers encourage clicks and impact higher conversions.

2. Sponsored Video Ads

Sponsored video ads on Amazon are based on short, immersive videos that showcase specific products, their features and benefits, and real-life use cases. These ads also include headlines with product names, prices, customer ratings, and delivery details. Video ads are one of the most engaging ad formats, allowing e-commerce businesses to attract Amazon users and direct their attention to immersive product presentations, staying ahead of the competition and increasing sales.


Video ads with specific products are displayed among related Amazon search results. Your ad will catch the user’s attention once he searches for similar products. Video ads can be not only a perfect way to direct traffic to a product sales page, but also to boost brand awareness and build interest among potential customers. Amazon video ads are a powerful eCommerce PPC tool, as they:

  • Catch attention in search results – video ads break through the noise of text-based listings with eye-catching visual presentations. They grab attention and pique viewers’ interest as they browse Amazon for products like yours.
  • Highlight features and benefits – videos go beyond static images. These ads show your product in action, demonstrate its features, and highlight its benefits.
  • Targeted reach for maximum impact – you can target your video ads to specific demographics, interests, and shopping behaviors, ensuring your video reaches viewers most likely interested in your offer.
  • Seamless shopping journey – with a single click from the video ad, viewers can be moved directly to your product page, streamlining their purchase journey.

3. Sponsored Brands

Sponsored Brands are another type of Amazon ad that showcases specific brands related to products users search for. These ads include attractive, high-quality images, brand logos, and a short description of what a specific brand offers. This way, e-commerce businesses can direct traffic to their stores, building interest among users who search for products related to advertised brands.

Sponsored brand ads appear prominently on Amazon search results, product detail pages, and even within browsing categories. This strategy is especially valuable for new sellers or those looking to establish a stronger brand presence on Amazon. The main benefits of using sponsored brand ads include the following:

  • Increased brand awareness – sponsored brand ads showcase your brand logo, messaging, and potentially even a custom storefront. This increased visibility helps build brand recognition and establish trust with potential customers.
  • Targeted audience reach – leveraging Amazon’s powerful targeting tools ensures your ads reach viewers most likely to be interested in your brand and products.
  • High-quality traffic – these ads attract targeted users who are actively searching for products within your category. They don’t just grab attention but capture the interest of potential customers already in the shopping mindset.

3 Facebook Ads

Facebook is an advantageous advertising platform offering effective targeting options based on a huge user base. This social media platform enables e-commerce businesses to utilize PPC campaigns to promote specific products, online stores, special offers, or entire brands. Facebook ads come in various formats, including ads based on images, videos, carousels, and more. Each format offers unique features that cater to different campaign objectives. Explore the three examples below and analyze their characteristics to determine which could be great for your campaign goals.

1. Video Ads

Video ads on Facebook are one of the most popular and effective ad formats used by e-commerce businesses to grab users’ attention during their daily social media platform scrolling routine. They include a short, immersive video showcasing the product or a special offer, concise copy describing the advertised deal, and a CTA button directing to a specific landing page where conversion occurs.

Video ads can be displayed in Facebook feeds, which provides high view rates and message delivery, impacting overall campaign success. Social media users used to watching short video content are more likely to engage in immersive video ads, which immediately grab interest among target audiences. These dynamic ads go beyond static images, allowing you to unlock benefits for your e-commerce business, as follows:

  • Captivating attention – in a world dominated by quick scrolling, video ads can grab attention and stop viewers in their tracks.
  • Igniting emotional connections – storytelling is a powerful tool, and videos allow you to showcase your brand values, connect with viewers emotionally, and foster a sense of trust and loyalty.
  • Boosting brand awareness and recognition – high-quality video ads allow you to showcase your brand personality and messaging in a memorable way, keeping your brand top-of-mind among potential customers.
  • Demonstrating products in action – video ads can showcase your products in use and highlight their features and benefits. This can significantly increase product understanding and buying confidence.
  • Driving targeted traffic – leveraging Facebook’s powerful targeting options ensures your video ads reach viewers most likely interested in your offer. This targeted approach drives high-quality traffic to your website or product landing pages, leading to increased engagement and potential sales.

2. Image Ads

Facebook’s image ads are another example of how to use social media advertising potential in the e-commerce industry. These ads are displayed in the Facebook feeds, showcasing specific products or special offers. Online stores construct these ads with a short, attractive copy and use a high-quality product picture to grab users’ attention. Image ads, similarly to video ads, include a CTA button which directs users to the ad-related landing page.

Image ads can be focused on a product presentation but can also showcase seasonal offers or special discounts, all in one static picture. The picture should be visually appealing and attractive enough to immediately grab users’ attention and encourage them to take action and visit the linked page.

An ad-related landing page should be consistent with ad creatives, including the same picture and describing the same offer. It should provide users with more detailed information. PPC landing page strength lies in its clarity and ad relevance. The CTA button on the PPC product landing page should be prominent and clear, directing users to purchase the product. On the other hand, PPC landing pages can serve as a perfect hub between an ad and an e-commerce website. They can showcase the special offer’s details or present all product benefits and features, all leading to the clear CTA button directing to the sales page on one of the popular e-commerce platforms or to your online store.

Choose Landingi to improve your PPC campaign – use the Headphones Discount template to create an ad-related landing page for your special offers and engage potential customers to take the desired action.

ecommerce industry ppc landing page

3. Carousel Ads

Carousel ads on Facebook are another great example of leveraging social media PPC for e-commerce. Carousels allow for the presentation of multiple products within just one ad. This type of ad includes a few tiles with product pictures, headlines with their names, and short descriptions. Each tile has its own CTA button, directing to a specific product page where potential customers can gather more product details and, ultimately, purchase.

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These ads are displayed on Facebook feeds, immediately grabbing users’ attention with high-quality product pictures, all related to their interests. These ads work perfectly for e-commerce purposes, thanks to their main features, including:

  • Multiple images or videos – theycan hold between 2 and 10 cards, each containing an image or video, which allows you to showcase various products, highlight different features of a single product, etc.
  • Customization for each card – each card in your carousel ad can have its own headline, description, and call to action (CTA) button, allowing you to tailor your message to each image or video and direct users to the most relevant landing page.
  • Swipeable format – carousel ads are designed for mobile browsing, allowing users to swipe through the cards at their own pace. This interactive format can keep users engaged and interested in learning more.
  • Increased engagement – by offering a variety of content within a single ad, carousel ads can potentially grab users’ attention for longer and lead to higher click-through rates compared to static image ads.

Can PPC Be Used in eCommerce?

Yes, PPC can be highly effective in e-commerce. Pay-per-click advertising allows e-commerce businesses to drive targeted product page traffic by displaying ads to users actively searching for relevant products. Platforms like Google Ads, Bing Ads, Facebook Ads, Instagram Ads, and Amazon Ads provide robust PPC options tailored for e-commerce, enabling precise targeting based on demographics, interests, and search intent. Advanced targeting options, when leveraged wisely, lead to higher conversion rates. Additionally, PPC campaigns can be easily tracked and optimized, ensuring businesses can maximize their return on investment and drive sales efficiently.

What Distinguishes PPC in eCommerce?

PPC advertising in e-commerce is a digital marketing approach where businesses pay a fee each time their ads are clicked, effectively purchasing visits to their online store instead of relying solely on organic traffic. This strategy effectively drives targeted traffic to product pages, promotional offers, or specific categories within an e-commerce website.

These ads can appear across various platforms, including search engines, social media, and partner websites. E-commerce PPC advertising is particularly beneficial because it allows precise targeting based on user interests, search behavior, and demographics. For example, an online retailer can create ads for shoppers searching for specific products or categories, like “best running shoes” or “organic skincare products”. By bidding on relevant keywords, advertisers can ensure their ads are displayed to users actively seeking the products they offer.

Furthermore, PPC advertising in e-commerce offers valuable real-time insights through analytics, enabling businesses to track ad performance and make data-driven adjustments. This continuous optimization helps improve metrics such as click-through rates (CTR) and conversion rates, leading to a higher return on investment. Ultimately, PPC advertising is a powerful tool for e-commerce businesses, helping them attract high-quality leads, boost sales, and enhance their visibility in a crowded online marketplace.

What Is the Difference Between eCommerce Ads and PPC?

The main difference between eCommerce ads and PPC is that PPC refers to the payment model (paying per click), whereas eCommerce ads refer to the broader category of ads used to promote products in online stores. PPC is a method that can be applied to eCommerce ads to achieve targeted, cost-effective advertising.

PPC and eCommerce ads are both digital marketing strategies, but they serve different purposes and operate in distinct ways. E-commerce ads encompass all types of online advertising to promote products on e-commerce platforms or specific e-stores, including display ads, social media ads, video ads, and more. These ads can appear in search results, on specific e-commerce platforms, on social media platforms, and across the chosen advertising platform’s affiliated sites. E-commerce ads can be charged relying on various payment models, including pay-per-click, pay-per-views, pay-per-impressions, etc.

On the other hand, PPC is a specific online advertising model in which advertisers pay a fee each time their ad is clicked. PPC can be used within eCommerce ads but is not limited to them. PPC ads can appear on search engines, social media platforms, and various websites, targeting users based on keywords, demographics, and behavior.

What Is the Best PPC eCommerce Tool for Landing Pages?

The best PPC eCommerce tool for landing pages is Landingi, a multifunctional platform that provides all necessary tools for building, testing, and optimizing PPC landing pages and offers over 170 integrations that allow the creation of a coherent mar-tech ecosystem. Landingi allows users to build landing pages that present a single product, special offers, or great deals.

Landingi, one of the best PPC software for digital marketing in e-commerce, provides over 400 perfectly designed templates that can be a great starting point in PPC landing page creation, in the e-commerce industry. With its intuitive builder, you can easily customize the template or build the page based on your idea. Its AI-powered content generator allows you to align copy with ad creatives, making it consistent and highly effective. However, the AI landing page builder is also supported with AI SEO features, which help optimize pages for search engines, and an AI Image editor, thanks to which your pages look appealing and professional. Landingi supports 27 languages, so you don’t have to limit your PPC reach.

The key to effective PPC campaigns lies in ongoing optimization, which doesn’t end up on ad creatives and campaign management – landing pages are the hub between attractive ads and conversion, and without optimizing them, success is questionable. The Landingi platform is your handyman for improving landing pages to achieve the best results. Its built-in A/B testing feature allows you to experiment with various page versions to find the one that brings the highest conversion rate. EventTracker, an internal Landingi tool, tracks user behavior and gathers event data to let you incorporate data-driven optimizations and boost user experience. For e-commerce businesses, Smart Sections do a great job, allowing for incorporating bulk changes on multiple landing pages with just one click.

Landingi makes each page mobile-friendly, automatically adjusting the mobile view for pages created in the builder. With this multifunctional digital marketing platform, you can effortlessly run small or big e-commerce campaigns. Landingi is designed to simplify your job – whether you are a beginner or an experienced marketer, this tool will help you craft, manage, and optimize your PPC landing pages to efficiently attract and engage e-commerce clients.

Create a Perfect PPC eCommerce Campaign with Landingi

Mastering eCommerce PPC strategies can significantly elevate your business’s success. By understanding the core principles of PPC advertising, leveraging best practices, and learning from real-world examples, you can create targeted campaigns that drive traffic, boost sales, and enhance brand visibility. Remember, the key to a successful PPC strategy lies in continuous optimization, precise targeting, and compelling ad creatives. Still, you need landing pages consistent with your ads to drive conversions.

As you implement the strategies described in this article, monitor your performance metrics, and adapt your approach to stay ahead of the competition, you can run successful PPC campaigns for your e-commerce business. Try Landingi now to craft optimized landing pages that will boost the efficiency of your ads – it’s the best way to increase ROI.

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Martyna Targosz

Content Writer

Martyna Targosz is a marketing content expert with over 3 years of experience in digital marketing. She specializes in landing page creation and conversion optimization. She is currently being mentored by Błażej Abel, CEO of Landingi, a leading company in landing page technology.
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