Ecommerce Advertising
Ecommerce advertising targets audiences with tailored content across platforms like Google, Facebook, Instagram, TikTok, and YouTube.
What Platform is best?
I'm channel agnostic as far as advertising goes, however there is no denying that for most brands the Google and Facebook platforms are going to feature. They have some of the most advanced features and reach wider audiences through their market share.
That said, I always focus on the customer we are trying to target and where they spend their time. Regardless of platform the principles of tracking the important conversions remains the same. As does providing them with the most appropriate content at each stage of the conversion funnel.
Advertising Platforms
-
Facebook
The grand daddy of social media advertising, numerous options when it comes to ad inventory, visual and well optimised for tracking conversions.
-
Instagram
Part of the Meta ad network, primarily used by most age groups, highly visual so perfect for storytelling.
-
TikTok
A platform primarily used by younger age demographics, however it is maturing and gaining popularity in older age demographics. Takes a looser personality driven approach to engagement. TikTok shop is highly fluid with multiple touch points and potential to drive sales performance.
-
Google Shopping
Pretty much a must use platform for most ecommerce advertisers. Google is constantly innovating and providing the necessary tools to reach your audience.
-
Google Search
Not a channel to be overlooked, Shopping and Search work well together.
-
YouTube
A channel that can be used for strategic prospecting but a solid good channel for supporting your retargeting campaigns.
