eCommerce Digital Marketing Agency
With 15 years of expertise, our eCommerce digital marketing agency has been instrumental in driving substantial online sales and revenue for top brands
Customised Digital Marketing Strategies
Built for eCommerce Excellence
Our dedicated eCommerce marketing team, are committed to delivering excellent results for online stores, including those using Shopify, WooCommerce and Magento. With a wealth of experience, we take pride in a proven track record of success, meticulously optimising marketing budgets to guarantee that each investment yields remarkable outcomes. Our approach is goal-oriented, and supported by a well-documented history of achievements.
Services for eCommerce
Popular Education Marketing Videos
Popular Education Marketing Videos
eCommerce Marketing FAQs
SEO is the process of improving the quality and quantity of website traffic from search engines. It targets unpaid organic traffic only. While there may be expenses for online businesses using an eCommerce SEO agency, it costs nothing to rank your online store organically in the search engine results, your only investment needs to be time and an understanding of eCommerce SEO techniques.
SEO is very cost-effective, but it is a slower process that requires continual maintenance.
PPC advertising for eCommerce is an online advertising strategy that drives traffic to eCommerce stores and their products. The advertiser pays a publisher such as Google each time the ad is clicked.
Pay per click is commonly associated with the paid search advertising results that appear on search engines such as Google. However, PPC ads can also display on social media networks, websites and other online advertising outlets. Did you know Tillison Consulting are experts in Google Ads Management?
PPC (Pay Per Click) covers a wide variety of paid advertising opportunities which SEO (Search Engine Optimisation) cannot cover. Broadly speaking, there is no direct comparison.
However, a Paid Search is a similar strategy to SEO. In a Paid Search campaign, the advertiser is bidding and paying for clicks on ads at the top of the search results. With SEO, pages are ranked in the organic listings.
Also within Google Ads, eCommerce stores can invest in a Google Shopping campaign. Google Shopping shows Product Ads at the top of search results – there is no real “organic SEO” opportunity of note which competes with Google Shopping Ads.
PPC campaigns also include Facebook Ads, YouTube Ads and Google Display Ads, amongst others, none of which compete with an SEO strategy directly.
In summary, the most successful eCommerce Marketing strategies;
- Use a combination of PPC campaigns for top-of-funnel audience reach and engagement, along with a Content / SEO strategy.
- Use a combination of Paid Search Campaigns, Google Shopping and SEO to get rank category and product pages, attracting clicks and visitors when they’re more likely to buy.
A crucial reason why SEO and PPC integration works so well is that they are both heavily dependent on keyword optimisation to surface for related searches.
Google search and Google shopping campaigns are led by keywords. They are used for bidding on search terms (queries), as well as playing a big part in optimisation for your ad rank. SEO landing pages are optimised for the best and most relevant keywords to capture organic traffic.
Both SEO and PPC use high intent keywords to capture traffic that is most likely to convert. The similarities in both make SEO and PPC integration very achievable.
It is worth noting that only Google search and shopping ads are keyword driven. Display ads, remarketing and other types of Google advertising are led by other factors.
As we’ve mentioned already, PPC campaigns can generate immediate results for online stores. Working alongside SEO, paid advertisers can utilise profitable keywords, with the aim of optimising landing pages. This will enhance visibility and traffic for immediate PPC results, as well as for longer-term SEO gains.
eCommerce Tracking is essential to the success of an eCommerce store, regardless of the channels used to attract traffic.
Configured correctly for the Ad Platform (Google Ads, Facebook Ads etc.) and for Google Analytics, tracking provides data about;
- The number of visitors to your site and each page
- The time each user spent on a page, or on your site
- How many pages users viewed
- Whether those users converted in to a sale and the transaction values
Given that this data can then be segmented by traffic source, device, gender, age, location and others, this data can help marketers and eCommerce store owners understand which are their most profitable traffic sources, which genders and locations perform best and most critically therefore to understand how to scale their eCommerce traffic and sales.
Targeted and optimised regularly, Facebook PPC (Facebook Ads) can work incredibly well for eCommerce stores.
However, when comparing Facebook Ads and Google Search Ads, it must be remembered that Facebook Ads is an interruption strategy – targeting users who are likely to be interested in your product, whereas Google Search and/or Google Shopping campaigns seek to attract users when they already have a demand for your product.
Facebook PPC Ads primary support your eCommerce store’s revenue in a number of ways;
- Creating awareness and desire for your products among (niche) target audiences, which in turn creates site traffic and search traffic
- Retargeting site visitors with ads for products, nurturing those users through a consideration period in a an effort to have those users return to the site and purchase
- Engaging and nurturing existing fans and customers, which encourages repeat orders.
- Introducing new products to an existing audience.
Google Ads for eCommerce is the foundation for many successful stores, but relying solely on Google Search or Shopping is a risky long-term strategy.
To be stable, eCommerce stores should consider investing in other traffic sources such as organic traffic (SEO), email marketing, social PPC ads and content marketing.
To achieve real eCommerce success, it is critical to remember that Google Ads is an advertising platform. Well- structured and optimised Google Ads campaigns can get your products found when users are searching, but it cannot convert those visitors in to sales – for that, Conversion Rate Optimisation (CRO) is absolutely critical, along with product pricing.
Managing your site requires a well-performing eCommerce CMS system. There are a variety of eCommerce maintenance platforms available including WooCommerce, Magento, Shopify and PrestaShop. Shopify’s SEO functionality is also admirable, as well as the product management aspect.