Paid eCommerce Advertising Channels Your Business Should Use

Oct 06, 2021 | 5  min
author Pramita Pramod

Paid media consists of buying ads on multiple platforms on a large scale for the purpose of promoting your brand or product. Not only can paid media advertising increase traffic to your website, but it can also help increase your conversion rates—making paid media an incredibly valuable tool for eCommerce businesses looking to boost their online presence and sales.

Let’s take a closer look at the channels of paid advertising eCommerce businesses can and should take advantage of:

  • Pay Per Click Advertising
  • Video Advertising
  • Social Media Advertising
  • Native Advertising

Pay Per Click Advertising:

Paid search advertising (PPC) refers to the type of advertising used by eCommerce companies by placing their advertisements on search engines such as Google. Such advertisements appear as sponsored results under the search engine results page. A company has to pay a fee whenever a user clicks on its sponsored ad. As a result, the rate for this type of advertising is related to how many clicks are achieved on an advertisement.

PPC is one of the most widely used forms of paid media. In fact, a whopping 79% of brands claim that PPC has helped them grow.

Advantages of using Pay Per Click Advertising:

  • PPC advertisements are easy to track and measure.
  • There is an ease of budget control, you can start and pause the advertisements according to the needs of your business.
  • Testing of different advertisements becomes quite easy, as you can check which advertisement is getting more clicks.
  • It is easy to target your audience with PPC because there are plenty of segmentation options available at your disposal.

Learn more about PPC advertising trends and best practices.

Video Advertising:

According to a survey, 54% of consumers want to see more video-oriented content. This type of content is quite interactive and offers the viewers information in an engaging way. In online video advertising, video content is shared via a variety of online channels.  Youtube is a popular platform for video advertisements, but platforms like Instagram and TikTok are also gaining popularity for video advertisements. Since video content offers engagement, it is a popular choice when it comes to marketing. In fact, 87% of marketing professionals are said to use video for their digital marketing strategy. When it comes to brand awareness, video advertising is a great choice. By explaining visually, what your business does, helps with a better understanding of your brand and customer retention.

Social Media Paid Advertising:

Probably the most commonly used paid media platform is social media paid advertising. Social media campaigns done by brands on their pages have become commonplace. However, paid social media promotions can greatly benefit eCommerce businesses in terms of effectively promoting their products to a specific audience, and tracking the results of their paid promotions.

Learn which social media platforms are best for your business.

Top platforms for Paid Advertising are:

  1. Facebook
  2. Instagram
  3. Twitter
  4. Snapchat
  5. TikTok

Let’s explore the options that are available on these platforms.

Facebook Paid Advertising

Several different ways exist for eCommerce platforms to advertise their products on Facebook. Many eCommerce businesses now have a Facebook advertising strategy as part of their media campaigns. One of the most popular is carousel advertisements that allow users to view multiple images or videos. Multiple products can be showcased in one advertisement, giving brands more opportunities to promote their products. 


The other form of advertising is Dynamic Product Ads (DPA). It is common knowledge that once we have browsed a product on one website, we start seeing advertisements on Facebook for the same product or similar products. That is exactly what DPA is. Using these types of ads helps you target specific audiences or segment your audiences. They are also said to have three times the engagement of any other Facebook advertisement. 


Instagram Paid Advertising

It is reported that more than 1 million advertisers use Instagram for advertising their products. According to statistics, 75 percent of users who see an advertisement on Instagram will act on it. Instagram ads are a great choice of promotional material for eCommerce websites, thanks to their widespread reach and popularity. There are numerous types of Instagram advertisements including photo, video, carousel, and more recently, story ads. In addition, eCommerce can also take advantage of posts that are shoppable, which lets the users’ purchase products directly from Instagram posts. 

Twitter Paid Advertising

Twitter offers advertising in the form of a promoted tweet. These ads look like regular tweets but are part of a paid media campaign. Marketers can use this for promoting or informing specific users. The promoted tweets show up only to those users that are being targeted. 


Snapchat Paid Advertising

Similar to Instagram story advertisements, Snapchat advertisements are displayed in stories. Almost anybody can create advertisements on Snapchat and use them to launch campaigns and track results. Being a major platform that is almost used by 75% of millennials and Gen Z, it is especially great for marketers who are trying to reach this demographic.


TikTok Advertising

TikTok application has been downloaded 2 billion times. This speaks volumes about its growing popularity. A platform like this is ideal for brands looking to reach younger demographics, the millennials, and generation Z. 63% of U.S. Tiktok users are aged between 10-29 years. The most popular options that are available for brands for advertising here are in-feed advertisements, using branded effects/filters, hashtag challenge, and brand takeover. 


Native Advertising:

Many times, the content you view or read is not explicitly labeled as an advertisement and does not even appear to be an advertisement, but it is. This exactly is what forms the crux of Native Advertising. A native advertisement is one in which marketers create advertisements that look like normal content (such as articles or images) but are paid for by the business. An example would be sponsored articles in the New York Times. These advertisements are said to increase the purchase intent of consumers by 18%. You can find native advertisements on social media or on a published website. 

Learn about Social Media Marketing Best Practices

Partner with Pyxl:

There are plenty of ways in which eCommerce platforms can advertise. A creative blend of the most suitable modes of advertising is the way to go. And we at Pyxl are here to help you. Contact us now to develop a complete digital strategy for your business. 

Updated: Apr 13, 2022

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