Display
Show a recognizable product, a focused proposition and a clear route to its product page.
See how display worksEcommerce / ADVERTISER GUIDE
Advertising for ecommerce brands
Plan paid traffic around the product, shopping experience and completed order. Compare ad formats and measure acquisition against the value of accepted sales.
Turn product interest into an order you can fulfil.
Product discovery
Completed checkout
Accepted sale
HOW IT WORKS / 01
Product discovery
Introduce an available product and send the visitor to the matching product page.
Send the visitor to the product you promised
Start with a product or collection that is available in the markets you want to reach. The creative, price presentation and destination should tell the same story. A visitor clicking a particular item should not have to search a generic homepage to find it again. Check product availability, delivery information and the full checkout on the intended devices.
For a first campaign, choose a clear proposition rather than advertising the entire catalogue. Prepare the product images and destination together. A visual message can introduce the item; the landing page then needs to answer practical buying questions without obscuring the next action.
Make the first test answer one useful question
A useful test might compare two product angles for the same audience or one destination against another with the source mix held steady. Keep the offer and campaign identifiers recognizable. If stock, pricing or delivery coverage changes during the test, record it before interpreting a movement in conversion rate.
Discuss eligible inventory, geography, device settings and creative requirements before activation. Set a spending boundary your business can evaluate, and define when to pause for a broken checkout or unavailable product. A bigger traffic sample cannot repair a destination that visitors are unable to use.
Evaluate accepted sales, not just checkout events
Separate product views, checkout starts and completed purchases. Where your reporting permits, reconcile attributed orders with the business records that identify cancellations, returns or duplicate events. Use a consistent revenue definition so gross order value is not mistaken for the margin available to fund acquisition.
Review source and creative results alongside product margin, fulfilment costs and accepted customer value. An initially cheaper visit may become an expensive acquisition if few orders remain valid. Agree the conversion event and attribution method before comparing the network's delivery report with your store analytics.
MATCH THE MESSAGE TO THE EXPERIENCE
Formats to consider.
These are starting points for the brief. Confirm the available inventory and creative requirements for your campaign.
Native
Introduce a product through a sponsored recommendation that sets an accurate expectation.
See how native worksVideo
Demonstrate a product when its use or movement explains more than a static image.
See how video works