Webshop advertising

Ivo Novak

Head of Digital Advertising

Find out what is essential for your webshop and what are the elements that will help you reach and keep your ideal customer!

Before you start advertising your webshop it is essential that you thoroughly prepare and gather all of the important elements, so that you don’t end up wasting money on the wrong things and potentially ruin your business.

Preconditions of webshop advertising


In the first place you must reconsider the benefits of your web shop and make sure that you communicate them clearly to your potential customer. The benefits may be various: unique products, free shipping, parcel return, price discounts or whatever your USP compared to competition is. These benefits must be displayed in plain sight and communicated all over your webshop so that you can use them in your ads.

2. Conversion optimized site

Additionally, although you might think that your product is the best thing in the world, the average user won’t spend much time trying to find what he needs on your site. You must make the whole process as easy as possible. There is a whole philosophy on improving conversion rates of your webshop. To make a good start, make sure you’ve simplified your customers’ shopping process as much as possible.
Consider the need for registration to complete the purchase – is it really necessary? If so, forms should be short and clear with an appealing call to action.


SEO is one of the most important things for your webshop, not only because of organic search results and traffic, but also because of the Paid search advertising. Bad SEO on your webshop means bad Quality Score for your Google Adwords campaigns, which ultimately means that you will pay more for your clicks on your Paid search campaigns. And that could be a lot more than what you’d have to pay if you had good SEO.
As Paid Search is one of the most important channels for every webshop, check the latter and don’t even consider running it before you make good onsite SEO on your website.

4. Google Analytics Ecommerce

Google Analytics and its Ecommerce is an absolute must for a webshop. Otherwise, you are wasting both your money and time. Google Analytics Ecommerce is a set of reports that gives you information on what and how users buy on your site. It gives you the information about what products they buy and in what quantity, the information about revenue as well as the number of sessions needed to complete the purchase. It also gives you maybe the most important information you need – from which channel and campaigns your visitors came to the website. Without that information you can’t know what channels and campaigns you should focus your marketing efforts on. That means that you are basically blind and your business is probably on the death row.
Google recently published a new version of Ecommerce called Enhanced Ecommerce which allows you to use even more data. You can now see impressions data of how many times a product has been viewed, your customers’ shopping cart actions, promotion data, checkout and shopping funnel and a lot more. Use this data to improve your marketing efforts and improve your conversion rates!

ecommerce analytic example

Advertising channels

Now that you have the basics well prepared, you can start with advertising and bringing paid traffic to your web shop.

1.Google Adwords Search

Google search ads are one of the most effective ads in the history of advertising (at least by conversion rates)!
They help you target the people looking for the product or service you offer. With Google Search, demographic and behavioral data are becoming almost completely irrelevant. To set an example, you might have a fitness webshop with weights. Your main target are males aged 20-45, interested in bodybuilding, fitness and sport, but if a 75-year-old granny does research on “where to buy weights” and wants to buy them for her grandson, she is your target and she will probably convert before a randomly targeted 20-45 male does.
This is one of the reasons why you always need to have a dedicated budget for your main keywords. If you have a webshop with a few product categories, you can organize your campaigns so that every category has its own ad group. You can also buy your own brand keywords, especially if you are not on top places for them on organic search results. And even if you are, it is still recommended to make search ads on your brand keywords leading to your top offers or landing page with clear calls to action.
The important thing is that you need to run these campaigns through the entire year. Of course, you can adapt budgets to the seasonality of your product or service and cover peaks of the season with more advertising budget, but for the best performing keywords, you will have to be present through the whole year. For example, if you are selling tourist arrangements, you will allocate most of your budget to the preseason period, but a smaller amount of budget needs to be allocated to all of the other months because people will probably search for arrangements in your area any time of the year. Considering the fact that you pay only for the click, there is no need to leave that money on the table.


The average conversion rate on webshops is 2%, often even less. This means than from 100 visitors of your website, 98 go away without buying anything. You can save all these visitors in your remarketing lists, target them with ads and connect with them again. You can make remarketing lists of users that visited certain product categories. E.g. if you have a fitness webshop, you can target only visitors who visited the supplements category and show them ads with supplements on discount or something else that could be relevant to them. Segmentation is possible by product category, but you can also segment by intent. For example, you can target all users that put something in the shopping cart but they left without a purchase, by communicating discounts that are available if they go back and finish the purchase.
You can also target users that visited the B2B part of the website with a different offer because you know that they probably have different intentions than B2C users. The best practice is to make a few of the most important remarketing scenarios for your webshop that include information on what kind of users from your website should you target with what kind of ads or offers.
The remarketing option is available via Google Display and Facebook advertising. Both have their pros and cons. On Google, you can make remarketing lists based on URL visits, or different kinds of Google Analytics Events (watching a video, clicking the button, visiting a gallery etc.).
On Facebook, you can only make remarketing lists based on URL that user has visited. On the other hand, Facebook has an advantage in visibility of remaking ads. For example, you can visit a Hotel page on a website and abandon the booking, and for a few hours you can see an ad from that hotel in your newsfeed, offering you a discount or some benefit to finish the booking process. Both Facebook and Google remarketing have some advantages and disadvantages compared to each other, but it is recommended that you combine them to re-engage visitors that left, or to up-sale existing customers.


Email marketing is still one of the most effective ways of marketing in terms of conversion rates. The most important thing here is to have an email base with users that gave you permission for advertising. Double Opt in process will make sure that you have a good conversion rate on your newsletters. Moreover, it is very important that you run a good segmentation of your user base. You need to know which segment of users is interested in what services or products, so that you can tailor your newsletter content based on that information.

4.Facebook Custom Audiences

Custom Audiences is a Facebook option that allows you to you target exact users you want to reach and consider relevant for your ad using data like Email addresses, Phone numbers, Facebook user IDs, App user IDs. You can also use a Facebook pixel or the Facebook SDK to reach people who’ve visited your web-site or have taken actions within your app with Facebook ads.
This means that, if you have a newsletter base, you can upload it to Facebook and match emails with Facebook ID’s, and advertise to your email base. Of course, if you have 10 000 people in your email base, not all of them could be matched to Facebook ID’s. It is hard to say how many of your users from an email base will be matched to Facebook ID’s, but maybe we can say that the percentage will be around 50-60% percent on average. You can also upload users from your CRM base and advertise to up-sale your existing customers. When you create your custom audience from your email or CRM base, Facebook will give you the option to make Lookalike audiences. Basically, Facebook will find Facebook users similar to customers you have uploaded from the email base and allow you to reach more relevant users. In the next years Facebook will surely work more on integration of its ads with CRM, so make sure that you have a well segmented base with lots of data.

Once you’ve set up all of this you will have your most important targets covered:

  • People searching for your products (Google Adwords Search)
  • People who visited your website but didn’t convert (Remarketing)
  • People who show interest for your brand by subscribing to the newsletter (Newsletter)
  • Your existing customers from CRM or your email base (Facebook Custom Audiences)
Infographic - webshop advertising basics

Now that you are sure that you’re making the most of your prospective targets, you can focus on other campaigns.
If you want to know more about Webshop advertising must haves, watch our webinar or contact us!


Ivo Novak

Head of Digital Advertising

Turns numbers into facts by optimising everything there is to be optimised. Comes from one of the most beautiful islands in Croatia and is passionate about good food and nature. Enjoys sports, breakdance and summer festivals.

All stories by Ivo


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