Our eCommerce PPC Philosophy

Like the rest of our company, we don’t have one overarching strategy when it comes to eCommerce Pay-Per-Click. "It depends". We get to know our clients and their business goals to come up with a custom strategy to help achieve these goals.

Too many times, people or companies are too focused on one metric or kpi when it comes to eCommerce ppc (namely ROAS), and that could be in conflict with their business goals. For instance, if the business is focusing on aggressive growth for the year but the paid search campaigns are set up to focus on a high return on advertising spend (ROAS - an efficiency metric), these goals will be working against each other. That is why we believe it is important to learn our client’s business goals first before settling on a paid advertising strategy.

That being said, one strategy we would never consider is automating all of your accounts. Although "smart" or “max” campaigns can be helpful when used sparingly and in complement to normal shopping campaigns, we will not use "smart" campaigns exclusively in any account.