Our eCommerce Philosophy
Our philosophy to eCommerce is "it depends". We like to get to know our clients and their business goals to come up with a custom strategy that helps achieve these goals.
Other agencies may be focused on one metric or goal when it comes to your eCommerce campaigns and that could be in conflict with your business goals. For instance if your business is focusing on aggressive growth for the year but your agency is focused on a high return on ad spend (an efficiency metric) your goals will be working against each other. That is why we believe it is important first to learn your business goals before settling on a strategy.
That being said, one strategy we will not consider is automating all of your shopping campaigns. Although "smart" campaigns can be helpful when used sparingly and in compliment to normal shopping campaigns, we will not use "smart" campaigns exclusively in any account.
Shopping campaigns are the bread and butter for most eCommerce companies ad accounts. They use the shopping feed to show images and details of your products to interested users. Although the platforms are continually pushing automation in this area we believe the human touch is still the way to go - that's the blue ox in us!
Your Feed is the most important piece of your shopping campaigns. Since keywords are not utilized in shopping campaigns the shopping feed is what platforms use to match up the users search intent with your product.
Dynamic Remarketing uses your feed and tracking on your site to show ads to users who have viewed your products, added them to the cart, viewed similar products, bought complimentary products, etc. The options and uses of dynamic remarketing are vast. Are you using this campaign type to the fullest?