12 Best E-commerce Advertising Platforms in 2024: Exploring Ad Solutions
Are you looking for the best e-commerce advertising platform for your online business? We have compiled a complete list of the most popular ones and reviewed them based on our practice of launching ads for online shops around the world.
Bing Free Product Listings
(Microsoft Product Listings)
13.2 billion monthly PC searches
Let’s take a closer look at these 12 e-commerce ppc platforms and explore the types of ad campaigns they offer.
1. Google Ads
Google receives billions of searches every second, and most search results pages on Google contain advertisements paid for by businesses. Google Ads can help you drive relevant traffic to your website when people are searching for the products or services you offer.
Here are the types of Google Ads Campaigns:
- Shopping campaigns. These ads stand out because they feature a clear image and price of the product. To show these ads, Google uses its own keyword data and your Product Feed, which includes information about your products. You can use either Standard Shopping campaign or Performance Max campaign (automated type).
Transform clicks into customers with our top-tier Google Shopping management services.
- Performance Max for store goals. With Performance Max for Store Goals, retailers can effectively target potential customers who are searching locally near their physical stores, in order to increase in-store visits and sales.
- Search campaigns. Google Search Campaigns enable displaying ads on Google Search result pages. You can select the keyword that is most likely to trigger your ad. The position of your ad in search network listings can be influenced by ad optimization and bidding amount.
- Discovery campaigns. Discovery Ads are mobile-optimized, visually appealing image ads that leverage user intent. Unlike traditional keyword targeting, Discovery Ads use audience targeting. They can be displayed on Google Discover feed, Gmail Social & Promotions tabs, mobile YouTube home feed.
- Remarketing. Remarketing is a powerful marketing technique that allows businesses to show targeted ads to people who have already visited their website or engaged with their mobile app.
- Dynamic Remarketing. These ads showcase products that a user has previously viewed, making the ads highly relevant and effective. Check out our article on Google Ads Dynamic Remarketing for Shopify to learn more.
- App campaigns. Google App Campaigns is a paid advertising solution that aids app marketers in promoting their mobile applications to a specific target audience.
PROS
- Google is the most popular search engine in the world, with a dominant market share of over 85%.
- Google Ads campaigns can start delivering results within minutes of launching.
- Google Ads allow you to target specific keywords, demographics, geographic locations, and devices, which makes it easier to reach your ideal customers.
- Google Ads provides detailed performance metrics, such as impressions, clicks, and conversions, that allow you to measure the effectiveness of your ads.
CONS
- Depending on your industry, there may be a lot of competition for the keywords and audiences you are targeting
- The cost of running Google Ads campaigns can add up quickly, especially if you are targeting highly competitive keywords or using a broad targeting approach. To optimize spending and improve ROI, businesses often turn to specialized eCommerce PPC services, which can expertly manage ad spend and targeting strategies.
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2. Google Free Listings
With Google Free Listings, Merchants have the opportunity to showcase their product information to potential customers through various Google channels at no cost. However, it’s important to understand that participating in this program doesn’t guarantee your product listings will appear on Google’s network.
Campaigns:
- Free local product listings. By participating in Google’s free local product listings program, your listing may be showcased to nearby potential clients along with relevant store information (e.g. product availability).
- Free listings for online stores. Your products will be displayed in different places across Google.
Where exactly users will see your free product listings?
- Shopping tab. The upper section is exclusively dedicated to Shopping ads, while free listings are displayed in the section below.
- Google Search. Google presents your free listings to potential customers through several methods on its search engine, including Rich Results, Popular Products (focusing on apparel and accessories), and the Shopping Knowledge Panel.
- Google Images. Google Images may display product listings with a “product” label resembling a shopping tag when users look up specific brands or products.
- YouTube. On YouTube, free listings are showcased below a related video or in the search results when users search for a relevant product.
PROS
- Your products will appear in the Shopping tab, Google Search, Google Images, YouTube. For free!
- By appearing in various Google channels your products can be showcased to a larger audience of potential customers.
- Merchants who have physical stores can connect with nearby customers by providing relevant store information.
CONS
- The appearance of your product listings on Google’s network cannot be guaranteed, as it relies on the quality of your product data and the specific search queries made by users.
- Unlike paid advertising options, merchants have limited control over the placement and targeting of their free listings on Google’s platform.
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3. Bing (Microsoft) Ads
Although Google still holds the throne as the leading search engine with a significant market share, Microsoft Ads hold the second position. Microsoft Advertising is a potent but often overlooked pay-per-click (PPC) advertising solution that businesses can benefit from.
Here are the types of Microsoft Ads campaigns:
- Search Ads. They show up on Bing or other search engine results pages whenever people search for keywords related to your business.
- Shopping Ads. Bing Shopping ads occupy a larger space on the search results page, display visually appealing images, and significantly increase the likelihood of attracting potential customers to your website.
Microsoft Ads offers two alternatives for Shopping Campaigns: Standard Shopping campaign and Smart Shopping campaign.
The Standard Shopping campaign allows for manual bidding and more control over ad placement, while the Smart Shopping campaign utilizes machine learning to automatically optimize bidding and ad placement based on performance data.
Unlock unparalleled visibility on Bing with the expertise of our Microsoft Shopping Ads agency.
- App Ads. These ads have the capability to automatically identify the mobile device and operating system of potential customers, and provide them with direct links to download your app from the relevant app store.
- Local Inventory Ads. This advertising format enables you to showcase your products in a way that is convenient for potential customers who are looking for items available in their local area. By using Local Inventory Ads, you can reach out to a larger audience and improve the visibility of your products, leading to potential increase in sales and foot traffic to your local store.
PROS
- Microsoft Search Network’s statistics reveal that the platform hosts 13.2 billion PC searches every month and has 655 million unique PC users, making it an ideal platform for PC-oriented businesses.
- Your advertisements will be showcased on several websites rather than just one. This is because Microsoft owns and operates various sites, including Yahoo, MSN, and AOL.
- Microsoft Advertising’s search engines cater to a relatively smaller audience segment. It means that the competition is also relatively low. So, there will be fewer advertisers trying to push up the cost of your ads.
- Microsoft Ads provides the option to target a specific audience and adjust bid modifiers according to the data obtained from LinkedIn.
CONS
- Bing’s market share is significantly smaller than that of Google, meaning that the audience reach and potential impact of Bing Ads may be more limited.
- Bing typically lags behind Google in terms of updates and advancements.
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4. Bing Free Product Listings (Microsoft Product Listings)
Utilizing Bing Free Listing can help increase the visibility of your products without incurring additional costs, as they can appear for free in the Bing shopping tab.
PROS
- It doesn’t require any additional costs.
- If you are already using the Microsoft Merchant Center Store, there’s no need to take any additional steps to opt for free product listings. All of your products will automatically be displayed in the Shopping tab.
- Free Product Listings can potentially increase traffic to your website, as more people may be drawn to your products and click through to learn more or make a purchase.
CONS
- This program is available in a limited number of countries. Check the full list of countries here.
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5. Facebook Ads
Facebook ads are particularly well-suited for eCommerce advertisers. It can be a seamless addition to users’ content, appearing alongside content from their loved ones.
Here are Facebook Ads campaigns:
- Image ads. They are visually compelling ads that engage potential customers on the platform.
- Video ads. Several options are available: you can run in-stream video-ads, reach people with your video ads in feeds or stories.
- Carousel ads. They consist of a compilation of engaging images and videos (up to 10) presented in a swipeable format. Each card can link to its own landing page.
- Collection ads. The collection ad format provides a seamless and immersive experience for users to transition from browsing to buying. Each collection ad showcases a main video or image, accompanied by three smaller images arranged in a grid-like format below it.
- Meta Advantage+ catalog ads. These ads automatically display products from your catalog that are specifically tailored to users’ interests and online actions
- Retargeting with dynamic product ads. These advertisements combine information from your Meta pixel data and your Facebook product catalog to display products to website visitors that they previously viewed or added to their shopping cart.
Which platform will drive your sales higher? Find out in our comprehensive analysis of Google Shopping vs Facebook Ads.
PROS
- Facebook has a massive user base, so you can potentially reach a large number of people with your ads.
- You can precisely target your ads to individuals who are likely to be interested in or in need of your products. Facebook provides a range of criteria for targeting, such as gender, language, age, education, relationship status, occupation, interests and location.
- Facebook’s ad analytics empower you to track and evaluate the effectiveness of your campaigns, allowing you to make data-driven decisions, optimize your strategies, and achieve better results for your advertising efforts.
CONS
- To achieve success with your Facebook advertising, it’s crucial to differentiate yourself from the sea of competitors vying for the same audience.
- It is important to stay adaptable and responsive to the regular changes and updates implemented by the platform, as these can significantly influence your advertising performance.
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6. Instagram Ads
Instagram ads can be displayed in users’ Instagram feeds, stories, reels, shop and explore pages and are designed to blend in with organic content from other Instagram accounts. This allows businesses to reach their target audience in a way that appears natural and seamless, increasing the likelihood that users will engage with the content.
Here are Instagram Ads types:
- Photo Ads. These ads can feature high-quality photographs, as well as designs and illustrations that are visually striking.
- Carousel Ads. The Instagram carousel ads present a sequence of pictures or videos that people can browse by swiping. They may be displayed both in the feed and in Instagram Stories, and incorporate a call-to-action button or swipe-up connection that takes visitors directly to your site.
- Instagram Stories. Stories ads are integrated natively within the stories section, ensuring that your intended audience comes across the content as they browse through stories of the accounts they follow. This allows businesses to deliver their message in a natural way, increasing the chances of user engagement.
- Video Ads. Video ads are a powerful tool for businesses looking to showcase their products in action, draw attention to distinctive features, or communicate their brand narrative.
- Reels. Instagram Reels ads, which are displayed between Reels, feature full-screen vertical videos with specifications similar to Stories ads and can run up to 60 seconds. All Reels are marked as “Sponsored”.
- Instagram Shopping Ads. Instagram shopping ads enable you to include shopping links on your pictures, allowing viewers to click and explore the product, and even buy it directly within the Instagram application.
PROS
- Due to the vast number of Instagram users, there is a likelihood that a significant percentage of them will see your advertisements.
- Visual graphics are more effective in showcasing the value of your products or services to your target audience than lengthy articles and words.
- You can sell directly from the Instagram platform using the Instagram shops option.
CONS
- Instagram is a popular platform, and many businesses are competing for attention, which can make it difficult to stand out.
- The Instagram algorithm determines the visibility of content.
- It is possible to get shadowbanned on Instagram without being aware of the situation.
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7. TikTok Ads
TikTok has become a popular platform for millions of people looking to explore and purchase products. Sellers can make use of various TikTok commerce tools that allow users to quickly view and purchase products within a few seconds.
Here are TikTok ad formats:
- In-Feed Ads. In-feed ads blend perfectly with the TikTok experience and resemble user-generated content. The only difference is a small “Sponsored” tag beneath the video’s caption.
- Video Shopping Ads. With advanced targeting capabilities, Video Shopping Ads strategically display your shoppable video to users who are more inclined to make a purchase. Currently, Video Shopping Ads is exclusively accessible to a limited number of advertisers for beta testing purposes.
- LIVE Shopping Ads. LIVE Shopping Ads can assist you in reaching out to potential customers on TikTok by showcasing your LIVE videos, displaying your products, and facilitating their purchase.
In our article about Bigo Ads, you will learn about advertising on Likee — one of TikTok’s competitors — and Imo.
PROS
- As TikTok ads are relatively new, there is less competition compared to Facebook and Instagram ads.
- Sellers can add product links to their videos and bios on TikTok, enabling users to click and purchase directly from the in-app browser.
- In contrast to Instagram and Facebook, TikTok’s algorithm does not rely on the number of followers to decide the audience for the content.
CONS
- TikTok Ads for eCommerce may not be suitable for all businesses as the platform caters to a particular demographic. The primary audience on TikTok consists of Gen Z and millennials.
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8. Youtube Ads
In a survey conducted in 2023, big B2C advertisers based in the United States and Canada were asked to share their preferred social platform for generating the best return on ad spend. The findings revealed that for 48% of participants, YouTube was the platform with the highest ROAS for their businesses.
Here are Youtube ad formats:
- Bumper ads. Non-skippable ads that last for 6 seconds can be found at the start, middle, or end of YouTube videos. When utilizing bumper ads, you will be charged based on a cost per mille (CPM) model. This means that you pay for ad views rather than clicks or engagements.
- Non-skippable in-stream ads. These are non-skippable advertisements that display before, during, or after a YouTube video, typically lasting up to 15 seconds. The ads adopt the Target CPM bidding method, where you will be charged based on the number of impressions the ad receives.
- In-stream ads are up to 3 minutes long and can be skipped after five seconds. They may appear before, during, or after other videos.
- In-feed video ads are visible in search results and the sidebar feeds of videos on YouTube. They have a similar appearance to regular YouTube videos, with the exception that they are marked as “ad”.
- Masthead ads. If you aim to create awareness for a new product or service, or want to reach a large audience quickly, such as during a sales event, Masthead ads can be an effective choice. However, Masthead ads can only be reserved through a Google sales representative.
- Outstream ads. Outstream ads are designed specifically for mobile devices and are exclusively displayed on websites and applications that are part of the Google video partner network. These ads start playing without sound, but viewers have the option to tap the ad to turn on the sound and listen to the video.
PROS
- YouTube is the second most popular website and search engine worldwide, following Google. Additionally, Google’s search algorithm prioritizes YouTube videos in its search results and indexes all video content. This guarantees that your content will consistently receive a certain level of visibility and exposure.
- YouTube offers a range of ad formats such as skippable ads, non-skippable ads, bumper ads, and more, which can be tailored to fit different e-commerce business needs and budgets.
- YouTube offers precise targeting options that enable you to reach your desired audience across various demographics, including gender, age, and location.
- In addition, YouTube leverages user search behavior, considering the particular topics and keywords that users have previously shown interest in, to help you reach your target audience.
CONS
- With a large number of ads on the platform, users may become fatigued and may not engage with the ads or may choose to skip them.
- Users on YouTube have a limited attention span, and e-commerce businesses may have a short window to capture their attention before they move on to the next video.
- YouTube ads can be skipped by viewers and are susceptible to being blocked by ad-blocking software. As a consequence, this could potentially lead to lower conversion rates.
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9. Twitter Ads
According to Hootsuit, Twitter ads have the potential to reach approximately 10.7% of all internet users, making it a valuable platform to consider for expanding your online reach and engaging with a significant portion of the online audience.
Twitter offers two types of Dynamic Product Ads for sellers:
- Using DPA Retargeting, advertisers can display ads to specific consumers who have interacted with products on their website (such as adding items to their shopping cart) but have not yet made a purchase. This targeted approach allows for tailored advertising that can help drive conversions and encourage potential customers to complete their purchase.
- DPA Prospecting offers advertisers the opportunity to target and acquire new customers who have not yet visited their website. Through this approach, ads can showcase products from the advertiser’s catalog that are highly relevant to these potential customers, allowing for effective customer acquisition and engagement.
Dynamic Product Ads utilize a carousel format to display targeted product information from an advertiser’s catalog, allowing for an engaging and informative advertising experience.
PROS
- Twitter Shops enables brands to create an online storefront directly on their profile, allowing followers to browse and purchase products in a curated space. This feature allows businesses to showcase up to 50 of their top-selling products or feature their latest collection.
- The Twitter Ads Manager provides a user-friendly and intuitive interface. It enables you to effortlessly create campaigns, track the performance of your ads, and seamlessly connect with analytics vendors.
- Twitter leverages the real-time nature of the conversations happening on its platform to expand its targeting capabilities.
CONS
- Compared to other advertising platforms, Twitter has a smaller user base.
- The approval process for Twitter ads can take anywhere from 48 hours to a few days, and in some cases, up to two weeks for certain advertisers.
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10. Pinterest Ads
Although Pinterest has traditionally had a predominantly female user base (60%), there has been a significant increase in the number of male users signing up for the platform. This is due to Pinterest’s emergence as a leading destination for finding and saving ideas and inspiration on a wide range of topics.
Here are Pinterest ad formats:
- Standard. Standard ads are identical to regular pins in terms of their appearance and format.
- Video. The use of video pin ads on Pinterest is an effective way to capture your audience’s attention. These ads provide more creative space and allow you to use attention-grabbing visuals.
- Shopping. Shopping pins are interactive pins that enable users to click and make a purchase directly. Users can either utilize a Buy button within the Pinterest app to stay within the platform or click on a link that directs them to a website.
- Carousel. Carousel pin ads have a similar appearance to standard image pins but offer an interactive experience. Users can swipe or click on the ad to reveal additional images. Each carousel pin can feature two to five images, allowing people to easily swipe through and explore the content.
- Collections. Collections ads on Pinterest are visually captivating and data-rich pins that feature a prominent hero image or video accompanied by three smaller assets below. Users can tap on these ads to expand them into a full-screen display, revealing up to 24 secondary items for a more immersive browsing experience.
- Idea. These pins, also referred to as story pins, are ideal for showcasing product demonstrations. They are designed to be viewed like a story, with users able to swipe through each page, similar to an Instagram story.
PROS
- Pinterest users are actively looking for inspiration, ideas, and products, making them more likely to engage with ads that align with their interests.
- Pinterest is a highly visual platform, making it a great way to showcase products and tell visual stories through images and videos.
- Pinterest offers a variety of ad formats, including standard pins, video pins, carousel pins, and more, allowing businesses to choose the best format for their advertising goals.
CONS
- Unlike other advertising platforms, Pinterest has limited ad targeting options, which can make it challenging for businesses to reach specific audiences.
- Pinterest prioritizes high-quality visuals, so businesses need to invest in visually appealing content to make an impact.
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11. Snapchat Ads
While Snapchat may not have the extensive reach of platforms like Facebook, Instagram, YouTube, or TikTok, it remains popular among a dedicated and engaged demographic of young people. If your target audience includes Gen Z and younger millennials, Snapchat can be an excellent platform to showcase your products and connect with your desired customer base.
Here are Snapchat ad formats:
- Single Image or Video Ads. These are full-screen ads that are displayed in between or after content.
- Collection Ads. With Collection Ads on Snapchat, your products can be displayed in four tappable tiles that allow Snapchatters to easily browse and make a purchase.
- Story Ads. With Story Ads, you can effectively target your desired audience with a branded tile that appears on the Discover feed. By tapping on your ad, users can view a collection of three to 20 snaps.
- Lenses AR Experiences. You have access to a wide selection of 3D objects, animations, and effects that you can utilize to create your own customized AR lens with your brand identity.
- Commercials. Commercials are non-skippable video ads that can last up to three minutes and appear in Snapchat’s curated content, which are themed collections advertised within the platform.
- Filters. These are decorative overlays that show up on a snap after a user takes a photo or video and swipes left or right. Typically, these advertisements aim to reach users within a particular geographic area, although they can be further tailored based on criteria such as interests, gender, and age.
PROS
- Snapchat offers a range of ad formats, including augmented reality lenses and story ads, allowing for more creative and interactive advertising campaigns.
- After viewing an ad, 34% of Snapchatters are inclined to make a purchase, indicating a higher likelihood of conversion for advertisers on the platform.
- Snapchat offers advanced targeting options based on interests, location, and other demographic data, allowing for more precise targeting of potential customers.
CONS
- If your business is targeting a younger demographic, Snapchat can be advantageous as 82% of its users are under the age of 35. However, if your products are not tailored towards young people, then Snapchat may not be the appropriate platform for your advertising.
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12. Amazon Ads
Amazon Ads is a powerful advertising platform that offers a wide range of options for businesses to promote their products and services. With millions of customers visiting Amazon every day, it provides an excellent opportunity for businesses to reach their target audience and increase their sales.
Here are Amazon ad types:
- Sponsored Products. Sponsored Products are the typical product listings that display on the search results and product detail pages. They are keyword-targeted display ads for individual products that are charged per click.
- Sponsored Brands. The Sponsored Brand Campaigns allow you to advertise multiple products through keyword-targeted ads that appear above, below, and within search results.
- Sponsored Display. Advertisers can target potential customers while they browse, research or make purchases on various Amazon pages, Twitch, as well as on select third-party apps and websites in specific marketplaces.
- Video ads. With Amazon Video Ads, you can target your audience on all their browsing and streaming devices, even if you don’t sell your products on Amazon.
- Audio Ads. Amazon Audio Ads are 10-to-30-second non-skippable advertisements that are played to listeners on various streaming audio services, including both first-party and third-party platforms. This ad type is also available for those advertisers who don’t sell on Amazon.
Maximize your visibility in the world’s largest online marketplace with our tailored Amazon PPC services.
PROS
- Amazon is a popular platform for online shopping, and users are often in a buying mindset when they visit the site. This means that Amazon Advertising can result in high conversion rates.
- Amazon Advertising offers a variety of advertising options, including Sponsored Products, Sponsored Brands, and Display Ads, to reach different marketing objectives.
- Amazon PPC campaigns are compatible with various devices, making it easy to display your sponsored product link on Amazon apps across smartphones, tablets, laptops, and other mobile devices.
CONS
- Amazon’s dominant position in the market comes with intense competition among its sellers. To achieve the best possible return on investment (ROI), sellers require a well-planned and adaptable advertising strategy.
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Conclusion
In conclusion, there are many e-commerce advertising platforms available for businesses to choose from, each with its own strengths and weaknesses. The best platform for your business depends on your goals, target audience, and budget.
If you are a Shopify store owner, streamline your advertising strategy and boost conversions with the expertise of our Shopify PPC agency.
It is advisable not to rely solely on a single advertising platform. It is important to diversify and utilize multiple platforms to avoid encountering difficulties if any issues arise with your preferred platform in the future.
Check out other valuable articles and guides in our e-commerce PPC library.
FAQ
What is the most effective advertising platform?
Each platform has its own pros and cons. However, you should think carefully about what factors are the most important for you – whether it’s the audience, variety of ad formats, competition level on a platform or anything else.
How do these platforms compare in terms of effectiveness for different types of businesses or industries?
The effectiveness of the platforms varies widely across different industries and business types. For example, Google Ads may be more effective for businesses seeking to capture high-intent search traffic, while social platforms like Instagram or Facebook might be better for brands aiming to engage users with visual content. The key is to match the platform’s strengths with your business goals and customer behavior.
What are the best practices for developing a long-term e-commerce advertising strategy that incorporates multiple platforms?
Developing a long-term e-commerce advertising strategy involves setting clear objectives, continuously analyzing performance data, and being adaptable to market changes. Diversifying ad spend across multiple platforms can mitigate risks and capitalize on each platform’s unique advantages. Incorporating customer feedback, monitoring industry trends, and experimenting with new ad formats or strategies are also crucial for sustaining growth and maintaining competitiveness over time.
Are there recommendations for integrating these PPC platforms with other digital marketing tools or strategies?
Integrating PPC platforms with other digital marketing tools can significantly enhance campaign performance. For instance, using PPC data to refine SEO strategies or retargeting email subscribers via social media ads can create a cohesive marketing ecosystem that nurtures leads at various stages of the funnel. Tools like Google Analytics and CRM software can facilitate this integration by tracking customer interactions across different channels.
What are the categories of e-commerce?
There are three main types of e-commerce: business-to-business aka B2B, business-to-consumer aka B2C (websites such as Amazon), and consumer-to-consumer aka C2C (websites such as eBay).
Which advertising platform is the most popular?
The most popular platform is Google Ads — Google processes 88.6 billion searches per month. However, you should choose a platform depending on your business’s needs. If you would like to know how to launch a Google Ads Shopping campaign successfully, you can check out our article on Google Shopping Ads.
How to start selling online for free?
If you want to begin selling your products without charge, you can try these 2 options — Google Shopping Free Listings or Bing Free Listing.
When can I expect the results of the PPC campaign for my e-commerce business?
Unlike SEO or SMM, which can take a lot of time to show positive results, PPC advertising can start generating sales almost immediately if the campaign is set up correctly.
Viktoria Arsenteva
Marketing Manager at Lira Agency. I enjoy creating valuable and informative content for our clients and visitors. I spend my free time reading books on marketing and psychology.