Paid Ads on Digital Stores: eCommerce Site Traffic-Boosting PPC Formats to Use in 2020

Social distancing and sheltering at home measures have triggered an unprecedented eCommerce boom. Already a fast-growing industry, the influx of people conducting product searches online these days has only hastened its growth — and its market saturation.

With a lot of noise to cut through, eCommerce marketers are adapting their strategies and turning to PPC platforms to gain an edge against the competition. Here are three paid ads formats you need to use in 2020.

Google Shopping Ads

Back in 2016 (a lifetime ago, we know), Google launched the Showcase Shopping Ads format. It was nothing like its close relative and predecessor, Google Ads.

01 - Image of Google Shopping logo

For starters, unlike regular product shopping ads, clicking on the Showcase Shopping Ads tab — right side of the SERPs for desktop, the carousel at the top of the SERPs for mobile — doesn’t lead searchers to a landing page. Instead, the ad expands into a catalogue of relevant products.

Interestingly, you only have to pay for a click on a product on the expanded catalogue that does lead to a landing page. Your first click is not only free, but you have the potential to show off more of your storage options for basically nothing if you play your product grouping strategy right.


Why is Shopping Ads suddenly even more relevant right now? Well, Google’s traffic is second only to Amazon — we’ll discuss that later — in terms of online consumer potential. It’s been looking for a way to gain a bigger share of the UK and Global market and it may have found the opportunity in the current situation.

In response to the global crisis, Google has made Shopping tab product search offering display more unpaid listings picked by an algorithm. As an advertiser, this means that you can now augment your paid campaigns with free listings.

You can get started on your path as a  Shopping advertiser by linking your Google Ads account to Google Merchant Center.

Bing Shopping

What’s a format that’s basically a smaller version of Google, but with some key advantages that the tech giant doesn’t have? Bing Shopping, that’s what.

03 - Image of the Bing Shopping logo

In terms of its search and shopping function, there’s really not much difference between the two — you can even import your Google Merchant Center product data feed right into Bing’s interface, it’s that similar.

Bing’s similarities with Google aren’t what you have to watch out for though. It’s the differences with Google Shopping which can really plug up the weaknesses on the paid ads campaigns you’re managing and make them more lucrative this year:

  • Demographic-based targeting options on Search
  • Less auction competition and lower-than-average Cost-per-Clicks
  • More flexible and diverse device-based targeting options
  • More granular control over campaign and ad group priority levels
  • More relevant and insightful social extensions

04 - Image of a Bing Shopping campaign settings

Bonus: Amazon Advertising

Here’s a hot take: Amazon is basically a search engine. People don’t really think about the platform in that way, but it follows an enter-search-query-get-corresponding-related-results process that perfectly reflects the function of any other online search engine out there.

Ergo, it’s a search engine.

05 - Image of Amazon Advertising logo

Just like its other search engine cousins, Amazon Advertising serves up two types of PPC options:

  • Premium ads
  • Self-serve ads

The former are ad banners more useful for brand awareness. The latter, on the other hand, is your point of interest as a marketer. It includes sponsored product ads, headline search ads, and product display ads that all show up on the SERPs and product listing pages.

The sticking point here is that those SERPs and product listings have an unparalleled opportunity to be seen by customers.

06 - Image of the 200+ million unique visitors that Amazon has

Amazon boasts an average of 200+ million (and still growing steadily due to an almost-monopoly created by the lockdowns and social distancing) unique visitors per month. As a marketer, you’ll be a fool not to leverage that sort of digital reach to help clients move products.

Master eCommerce with PPC solutions

The global eCommerce market was already looking good before the global crisis hit and tipped its expansion into overdrive. Now, more than ever, can businesses successfully move products digitally because customers are online and searching for goods they need.

To make sure you maximise this opportunity for you and your business clients, you’ll need to develop and maintain a multi-channel PPC presence.

Are you up to put in the labour and hours to make it work? Axadra is. We are an outsourced digital marketing company that can take UK PPC management off your hands.

Call us today to learn more.


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