Now that most businesses operate online, the competition has increased exponentially in many industries.
It’s becoming harder to increase revenue without employing advanced eCommerce marketing strategies. When running paid ads, it’s getting more expensive to acquire new customers, and successful ads require more planning than ever before.
Although an increase in competition doesn’t mean you can’t be successful. It just means you need to work a little harder to get results. The good news is you can start driving more sales by using the following 9 simple and effective eCommerce marketing strategies.
Remarketing, also called retargeting, is a PPC ad strategy that can go deep. This is a strategy that anyone can employ, with any level of experience, but there is no limit to how detailed you can get.
Retargeting is when you run PPC ads that specifically target only users who have previously interacted with your brand, either by visiting your website or clicking on your ads. Since 92% of first-time visitors don’t intend to buy, you can influence them into making a purchase by showing them more ads. This keeps them in your marketing funnel even when you don’t know who they are; you don’t need their email address to nurture them.
The statistics vary between organizations, but generally speaking, a solid remarketing campaign can boost conversions by around 50%. Those are not small potatoes!
When people see your ads more than once, your brand becomes familiar to them and makes them more likely to click, provided the ad is relevant to what they want. This is why market research and selecting your target audience are important.
Google’s Shopping campaigns are the perfect way to reach consumers right when they’re searching for something specific that you happen to offer. When a user searches for a phrase related to your products, your ads will show up at the top of the search results. You can include important information in your ads, like product images, prices, special offers, customer ratings, and anything else designed to persuade users to click.
How it works is pretty simple. First, you create a master list of product data in a spreadsheet that identifies your products and all the pertinent information. This gets uploaded to Google’s Merchant Center, which you’ll connect to your Google Ads account. From there, Google’s algorithm will automatically spin up ads for your products based on user search queries.
Instead of creating one campaign with one Ad Group that gets divided into product groups, consider running separate campaigns tailored to attributes that are important to your market. For instance, you can run a generic campaign, a brand campaign, and a campaign that runs ads based on brand and size queries.
This way, you’ll reach people searching for generic terms (like “men’s hoodies”), brand-specific terms (like “Nike men’s hoodies”), and size-specific searches (like “Nike men’s hoodies XXL”). This type of structure is superior because you get better control over negative keywords, and increasing your bids will yield more targeted impressions and clicks.
If you don’t use this more nuanced ad structure, you’ll have to remove items from your entire feed if you want to exclude them, and some of your products might never be seen. Implementing a content marketing strategy alongside this structure can further improve your ad effectiveness by engaging customers with valuable content that complements your paid advertising efforts.
You’ll have more campaigns to manage, but it’s worth the effort because it will get you more targeted traffic in the long run. If you’re looking for ways to drive a bunch of relevant traffic to your ecommerce store, you need to run Google Shopping ads. These ads not only help you generate sales but also improve your brand’s visibility across search engines and other marketing channels.
One last tip is to use remarketing with your Shopping ads. The average conversion for Google Shopping ads is just under 2%, which doesn’t seem like much. However, these ads work well as the foundation for a powerful retargeting campaign. Leveraging digital marketing techniques like customer retention strategies can increase your repeat conversions and long-term revenue.
Did you know that Amazon’s brand ads convert an average of three times higher than Google Shopping Ads? Running ads on Amazon is crucial for your online store. The sponsored brand ads, in particular, will promote up to three products at a time and get displayed in search results across the site.
Since they show up when users are looking for something specific, it makes sense that they’d see a high conversion rate. Additionally, incorporating user-generated content such as reviews and testimonials can boost credibility and engagement, further improving your ecommerce sales.
Are you against using pop-up ads to avoid annoying users? This is common among marketers, but it’s based on a myth. Pop-ups have a reputation for being off-putting to web users, but that’s not actually deserved.
In spite of this reputation, there are plenty of effective pop-up ad strategies that are proven to generate higher conversion rates, whether it’s sales or email list signups. Pop-ups can be an excellent content marketing tool when used correctly, as they capture leads and encourage immediate action.
You can use pop-ups with your marketing efforts as long as they adhere to Google’s guidelines. If you place a pop-up ad on a landing page, it needs to directly represent the offer in your ad, or else people will bounce. It’s risky, but when combined with search engine optimization and social media campaigns, it can yield big conversions when done right.
If you’re not cross-selling and upselling, you’re leaving money on the table. Both of these strategies are proven methods to increase conversions.
Upselling is when you aim to increase the value of each purchase. Cross-selling is increasing the number of items on the sales ticket. For example, if you run a custom t-shirt shop, cross-selling might include offering customers the same designs on a baseball hat, or providing a discount on additional t-shirts. Upselling might involve offering an upgrade to a higher quality, more expensive t-shirt fabric (like organic cotton or hemp).
These marketing methods will boost revenue, increase customer satisfaction, and support your efforts to build long-term relationships with loyal customers. However, the items you cross-sell need to be relevant to the customer’s needs or it won’t work.
One of the best examples of cross-selling can be seen in the marketing for Dollar Shave Club. Before a subscription box is mailed out, customers get an email asking if they would like to add any additional products to their order, like aftershave, wet wipes, or hair care products.
Cross-selling and upselling are convenient because they won’t cost you any additional marketing spend and they can help you acquire more customers affordably. With the right application connected to your shopping cart system, all you need to do is program the offers once and they’ll run on their own.
You may have heard expert digital marketers say that social marketing is only good for building brand awareness and isn’t ideal for sales. Well, that’s not entirely true. It depends on the platform and your market. For example, Instagram has a built-in shopping feature that makes it easy for people to buy from businesses. All you need is a Facebook product catalog, and you can tag your products in your Instagram posts. Now, when your fan base sees your posts promoting your products, they can click on your tags to visit your product pages instead of having to search your website for the awesome products they just saw on Instagram.
Social shopping on Instagram, Facebook, and other platforms, reduces the friction users feel when searching for products. Your followers can buy from you seamlessly and easily right from your posts.
You’ve probably visited a website or received an email from a company that was promoting another business. This is called cross-promotion, and it’s one of the most effective eCommerce marketing strategies around.
The basic idea is that you find a company to partner with who will promote your products. Sometimes you’ll land a mutual agreement, but not always. These kinds of deals usually require payment as a percentage of sales brought in by the company promoting your business. For example, if company A promotes your t-shirts and their efforts generate $5,000 for the month, you’ll pay them a percentage of that amount that you agree on ahead of time.
One eCommerce marketing tactic that gets big results is social proof. Your potential customers need to see proof that you are a trustworthy business and that you have great products. Social proof (like reviews and testimonials) goes a long way to impress potential customers and influence them to buy from you.
Your leads are most likely on a budget and they don’t want to risk wasting money on something that doesn’t work or live up to their standards. They’re going to be selective, so you need extra reinforcement to convince them to make a purchase. Reviews and testimonials are exactly that.
Make sure you display product ratings and customer reviews on all of your product pages. At first, it may take you a while to generate a substantial amount of reviews, but after a while, you’ll get them and they will help persuade new customers.
You don’t need to get only positive reviews, either. Having a mix of positive and negative is actually seen as more trustworthy than having a 100% five-star rating. Your products won’t be for everyone, and some reviews under five stars will still be helpful. Knowing what didn’t work for others might help people choose between different items, for example. Even if a review deflects sales from some people, that’s okay, because you can’t please everyone.
Referral marketing is another term for word-of-mouth marketing, and it’s one of the most effective methods you can employ. People take the opinions of others very seriously, and that includes friends, family, and online reviews. According to a BrightLocal survey, 88% of consumers trust online reviews as much as they trust recommendations made by friends. That’s some big trust for opinions posted by strangers.
So, how do you start referral marketing? How do you get people to post reviews and recommend you to their friends? The short answer is to start incentivizing referrals. The simplest way to do this is by offering a cash bonus to anyone who refers a paying customer to you. Give people referral links, and anyone who makes a purchase from a link will generate a cash reward for the link’s owner. This is simple and effective.
If you want a successful marketing campaign, you need the right tools and the expertise to turn leads into sales. We can help you with this. Whether you need high-converting PPC ads, Facebook and Google ad management, a PPC audit, better landing pages, or a full package deal, we have you covered.
We work with Google, Facebook, Amazon, YouTube, and LinkedIn ads, plus we offer display ads and retargeting management. We can create, manage, or improve any paid ad campaigns you need.
Contact us today to learn more about our PPC ad management services and get a free proposal for your business.
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If you run a fashion or apparel brand, you already know how fierce the competition is. One scroll through Instagram and you’re up against influencer capsule collections, fast fashion giants, and a dozen other brands selling something that looks eerily similar to what you just launched last week.
So how do you rise above the noise?
Pay-Per-Click (PPC) advertising can be one of your most powerful weapons…if you know how to use it right.
PPC isn’t just about throwing money at Google or Meta and hoping for the best. It’s about strategy. Precision. Timing. And a deep understanding of what makes your ideal customer click, scroll, save, and, most importantly – buy.
This article will show you exactly how successful fashion brands are using PPC to grow fast, scale smart, and stay ahead.
Whether you’re a DTC startup or an established apparel line looking to boost your online sales, you’ll walk away with clear steps to sharpen your strategy and drive real results.
Before launching a single ad, the best fashion brands get laser-focused on who they’re talking to. Not just demographics like age and gender – but psychographics, style preferences, income levels, and buying behavior.
You need to know:
Use Meta’s Audience Insights, Google Analytics, TikTok Creator Marketplace, or post-purchase surveys to dig deep into the habits of your buyers. The more you understand your buyer persona, the easier it is to write ad copy, choose images, and build irresistible offers that convert.
Here’s a pro tip for you. Many successful brands create different audience segments and run tailored ads for each. One segment might respond to lifestyle-focused creative. Another might want free shipping and a clear price. By segmenting the audience into different buckets, these brands are able to consistently deliver ads and creatives that are more likely to convert for each demographic.
In the fashion world, your creative is your first impression. With just a second or two to capture attention, your ad needs to stop the scroll cold. Successful fashion brands do this by focusing on movement, people, and something we like to refer to as “microhooks.”
When it comes to getting people to stop scrolling, movement is the best way to grab attention. Research shows that short-form video (6–15 seconds) outperforms most static images across Meta, TikTok, and Pinterest. (Think quick outfit transitions, close-up fabric reveals, or behind-the-scenes clips.) You can also use stop motion or cinemagraphs to add subtle animation to product shots without producing full video. And for TikTok or Instagram Reels, use fast-paced cuts, trending sounds, and quick outfit changes to match user expectations on the platform.
As for people, do your best to feature user-generated content (UGC) from happy customers wearing your products. (You can reach out to repeat buyers or incentivize customers to tag you for a chance to be featured.) You can also collaborate with micro-influencers to shoot content that feels natural, not like an ad.
Finally, leverage microhooks. This is ad copy that highlights the unique benefits that your audience gets with your products. One way to do this is by asking questions that expose a current pain point and insinuate that your products do the opposite. For example, “Wearing stiff jeans in 2025?” or “Tired of leggings that show everything?”
One of the biggest PPC mistakes you can make? Launching a campaign, watching it flop, and declaring, “PPC doesn’t work for fashion.”
Top brands don’t just test – they test smart. Here’s how you can do the same:
You don’t need to reinvent the wheel. The objective is to keep refining it until it runs smoother and faster.
Most people won’t buy the first time they visit your site – and that’s not a failure. It’s just how online shopping works, especially in fashion. Shoppers might be comparing prices, waiting for payday, or simply scrolling while distracted.
But successful apparel brands don’t let those warm prospects slip away. They use retargeting to stay top-of-mind and guide potential customers back to the cart.
With tracking pixels installed on your site, you can identify who visited what, how long they stayed, and which products they interacted with. From there, you can serve hyper-relevant ads that feel personal – not generic.
If someone browsed your linen jumpsuit but didn’t add it to their cart, you can show them that exact product again later – this time with a timely offer like “Free Shipping Ends Tonight” or “Only 3 Left in Your Size.”
For cart abandoners, you might highlight a hassle-free return policy, reviews from other buyers, or even a quick video showing how to style the item. Retargeting works because it removes the guesswork and friction that keep shoppers from checking out.
More advanced brands go even further by segmenting their audiences based on behavior. For example, someone who lingered on a high-ticket leather jacket might get a different follow-up sequence than someone who looked at a discounted tee. Some campaigns re-engage past customers with complementary products (“Bought the dress? Here’s the perfect bag.”), while others reach back out to lapsed buyers with a loyalty discount. The goal isn’t to stalk – it’s to stay relevant, helpful, and persuasive at exactly the right moment.
If you’ve already paid to get someone to your site, don’t let that investment go to waste. Retargeting is how you turn passive interest into real sales – and it often delivers the highest ROI of any campaign in your entire funnel.
Successful brands don’t rely on aesthetics. They give people a reason to act now. That’s where the offer stack comes in – everything your customer gets when they click “buy.”
Think about:
But don’t make the mistake of jamming every offer into every ad. Instead, match your offer to the audience and funnel stage. For example:
Make sure your offer feels like a win – not some gimmicky trap to get people to buy something. There has to be a level of consistency with your brand that people recognize and resonate with.
Not all PPC platforms are created equal – and the most successful fashion brands understand that. Instead of putting all their ad spend into one platform, they diversify based on their audience, product category, and buying behavior. They choose channels that align with how people shop for their specific type of apparel. Here’s how smart brands match platform to product:
Google Shopping Ads
If you’re selling products people are actively searching for – like “vegan leather boots” or “wool pea coat men’s” – Google Shopping Ads are your best friend. These ads show up directly in search results with product photos, prices, brand names, and ratings. This format is ideal for intent-driven shoppers who already know what they’re looking for and are ready to compare options. For fashion brands with a strong product-market fit and clear differentiators like price, materials, or shipping perks, Shopping Ads can drive highly qualified clicks that convert.
To get the most out of Google Shopping, successful brands optimize their product titles and descriptions with keywords, upload high-quality images, and keep their feed clean and accurate. This is a volume play – great for staples, seasonal items, or products that meet specific needs.
Meta Ads (Facebook + Instagram)
Meta is where most fashion brands start – and for good reason. It’s visually driven, highly customizable, and perfect for storytelling. You can build full-funnel strategies here: introduce your brand with engaging lifestyle video, retarget product viewers with carousel ads, and upsell past customers with limited-time bundles. Meta’s strength lies in its ability to create desire through imagery and social proof.
The most successful apparel ads on Instagram and Facebook pair compelling visuals with aspirational copy. Think: “Your new favorite weekend hoodie,” or “Outfits made for airport looks and coffee runs.” These platforms are especially strong for trend-based products, impulse buys, or highly aesthetic pieces like dresses, outerwear, or coordinated sets.
Pinterest Ads
Pinterest is a hidden gem for fashion brands – especially those targeting women, occasion-based shoppers, or DIY fashionistas. It acts like a visual search engine, which means users are actively planning their next look, vacation wardrobe, or event outfit. Unlike Meta, where ads interrupt, Pinterest ads blend seamlessly into content users are already curating for inspiration.
What works well here? Seasonal collections, bridal and maternity wear, capsule wardrobes, and anything that taps into life milestones. Brands that do well on Pinterest often repurpose lookbooks, blog content, or style guides into promoted pins that link back to product pages or collections. And because pins have a long shelf life, Pinterest campaigns can continue driving traffic well after the ad spend stops.
TikTok Spark Ads
If your brand skews younger – or if you’re trying to reach trendsetters – TikTok is super important. But it’s not about polished brand videos. The content needs to feel native, raw, and personal. That’s where Spark Ads shine. These are paid boosts of organic content (either your own or from creators) that blend seamlessly into the feed.
Fashion brands win on TikTok by showing products in motion, using trending audio, and leaning into humor, storytelling, or transformation-style videos (like before-and-after outfit reveals). Fast fashion, streetwear, bold accessories, and viral-friendly products do especially well here. You can work with creators to show “how it looks on” or do mini hauls that demonstrate fit, stretch, and styling versatility.
This channel is less about direct conversion and more about top-of-funnel discovery. And when it’s done right, it creates cult followings fast.
YouTube Shorts and Pre-Roll Ads
YouTube is an underrated but powerful channel for fashion brands looking to show off movement, build trust, and drive longer engagement. YouTube Shorts (their answer to TikTok) can showcase outfits in action, quick styling tips, or model walk-throughs in 60 seconds or less. Pre-roll ads, on the other hand, give you more control over brand storytelling.
Think of YouTube as a storytelling and branding platform. It’s especially strong for higher-ticket items like outerwear, formalwear, or custom-tailored pieces where the buyer needs more confidence before purchasing. Brands that leverage YouTube well often blend influencer partnerships, educational content (like “how to build a capsule wardrobe”), and in-depth product demos to establish authority and build affinity.
Clicks are worthless if the landing page doesn’t convert.
Once someone clicks your ad, they expect to land on a page that matches the promise of that ad. If they don’t see the product, price, or offer you teased? They bounce.
Here’s what winning landing pages include:
As a final note: Don’t forget to use Dynamic Product Ads (DPAs) where possible, so your landing page and ad are in perfect sync.
Did you know that less than 25 percent of PPC ads industry-wide actually produce conversions? That’s because most PPC agencies are doing it wrong.
At PPC.co, we don’t just pump out ads and try new creatives. We have concrete, proven strategies and frameworks that ensure you get the results you’re looking for.
Want to learn more? Contact us today and we’ll show you how we get results.
