E-Commerce PPC Management

Search ads are text-based and triggered by keywords. Shopping ads show product images, prices, and store info and are triggered by your product feed. Most ecommerce brands use both together for visibility across the funnel.

A typical setup includes:

• Branded Search campaign (your company/product name)
• Non-branded Search (category terms)
• Performance Max or Shopping campaigns
• Remarketing campaigns (Display, YouTube, Discovery)

ROAS = Revenue / Ad Spend. As an example, a 3.0 ROAS means you made $3 for every $1 spent on ads. Your target depends on profit margins. If your margin is 50%, a 2.0 ROAS may be breakeven.

• Improve product titles and images in your feed
• Use Smart Bidding with a target ROAS goal
• Pause underperforming products
• Segment campaigns by product category or margin
• Use audience signals and remarketing

Use a product feed management tool (like Feedonomics or DataFeedWatch) to:

• Ensure correct GTINs and categories
• Write clean, keyword-rich titles
• Remove disapproved items
• Sync inventory in real-time

Yes, in many cases–especially when combined with a well-optimized feed and strong first-party data. Just be aware that it blends placements and may limit control, so set clear goals and monitor performance closely.

Start with top sellers or high-margin products to focus spend. Once profitable, scale to other categories. Grouping products by performance tier can also help allocate budget more effectively.