+1,238%increase in calls
Vernsten Law
Eric Vernsten
Divorce & Family Law Attorney
“I have so many leads I can barely service the business.”Explore the story →
ECOMMERCE MARKETING
Ecommerce PPC built around profitable purchases
Reach people actively searching for what you offer. Connect focused Google Ads, relevant landing pages and conversion feedback with profitable purchases.
A clear plan. A dedicated partner. Measurable progress.
THE PROOF IS PERSONAL
Hear from the attorneys themselves.
+230%increase in calls
Cruz Gold & Associates
Zachary Gold
Managing Attorney · Immigration Law
“In just 3 months, we jumped to the number one organic spot.”Explore the story →
A CLEAR CONNECTION TO YOUR BUSINESS
Measure what remains after the sale
Shopping click
Know the product and query behind each paid session, not just the campaign.
Order placed
Match paid sessions to orders, including the ones that convert days later.
Profit after ad cost
Set ad spend against margin once discounts and returns are counted.
A PLAN YOU CAN FOLLOW
Every click should have a clear next step.
Choose profitable sales
Start with products that remain profitable after discounts and returns, then group searches by product and buying stage. Prioritize people ready to order, so campaigns reflect the catalogue items and margins that can support paid acquisition.
Match the search
Match every group with its own ad, then exclude specification research, warranty lookups and free sample searches before they spend budget. This keeps paid clicks focused on shoppers choosing a product rather than seeking support or information.
Turn interest into sales
Send each ad to the collection or product it names, with price, delivery, size or fit and add to cart visible immediately. Remove forced accounts, late shipping surprises and unnecessary checkout fields that can stop a decided shopper.
Invest in profitable sales
Match purchases, returns and margin to the campaign that paid for them. Judge spend on orders that remain after discounts and returns, then move budget toward products that leave profit rather than campaigns that only produce clicks or carts.
FORMAT FOLLOWS INTENT
Put the right products in front of buyers
Shopping and search ads answer different questions, and running both on everything is the fastest way to spend a budget without learning anything. A shopper comparing products wants to compare products, which is what Shopping does; somebody still working out what they need wants an answer, which is what a search ad can give them. This overview sets out four searches from one example store, the format that belongs to each, and the one we would decline to bid on at all.
“cushioned running shoes”
The format that should answer it: Shopping, labeled Sponsored. What the result shows: Your Brand Here first: the product image, the real price, the delivery line and the review count. Why that format: A shopper comparing products wants to compare products. A text ad to a collection page makes them do the work twice.
“ridge trail 3 size 10”
The format that should answer it: Shopping, with the variant in the feed. What the result shows: Your Brand Here first, on the exact variant, with stock shown. Why that format: The decision is already made. Anything between this search and the add-to-cart button is friction you are paying for.
“best running shoes for flat feet”
The format that should answer it: Search, labeled Ad. What the result shows: Your Brand Here first, offering the fitting guide rather than the product. Why that format: Nobody at this stage is ready to buy. An ad that sells here spends the click and loses the customer.
“running shoes sale”
The format that should answer it: Neither, most of the time. What the result shows: Nothing. This is a search for a discount, not for your store. Why that format: Discount-led searches convert at a price that usually leaves nothing after the margin. We exclude them unless the maths says otherwise.
Illustrative results for one example store. Google labels paid placements “Sponsored”, and every figure a real version of this table would carry comes from the account it belongs to, so none is quoted here.
THE FEED IS THE CAMPAIGN
Give campaigns better product inputs
Most ecommerce paid search is decided before the campaign is built, in a file almost nobody owns. The feed is what Google matches against a search, so a title written for the warehouse cannot be found by a shopper, a missing identifier removes a product from the comparisons that drive Shopping, and a nightly sync keeps paying for stock that sold this morning. Five fields carry most of it, and getting them right usually costs less than the budget it saves.
Title
What a weak feed does: Repeats the internal product name, so the shopper’s words never appear in it. What a working feed does: Brand, product, the defining attribute and the variant, in the order a shopper would say them.
Identifiers
What a weak feed does: Missing GTIN or MPN, so the product is excluded from the comparisons that drive Shopping. What a working feed does: Correct identifiers on every line, checked when the catalogue changes rather than once a year.
Price and availability
What a weak feed does: Updated nightly, so a sold-out product keeps taking paid clicks all day. What a working feed does: Synced with the store, so spend stops the moment stock does.
Landing page consistency
What a weak feed does: The feed price and the page price disagree, and the listing is disapproved without anyone noticing. What a working feed does: The feed is generated from the same data the page renders, so the two cannot drift.
Product grouping
What a weak feed does: Every SKU treated as equally worth advertising. What a working feed does: Campaigns split by margin band, so the products that earn get the budget and the rest are not subsidised by them.
Five fields, in the order they cause problems. The feed is where most ecommerce paid search is won or lost, and it is the part that usually has no owner: this table is as much a scoping conversation as a checklist.
A FEW THINGS YOU MAY BE WONDERING
Good questions. Clear answers.
Do you manage Shopping campaigns and product feeds?
Yes, both. Feed quality decides what Shopping can show, so titles, identifiers, images, price and availability are fixed before budget goes up on a campaign that cannot match the query.
How do you account for product margins?
Target return is set per product group from its real margin, not one number for the whole store. A sixty percent margin product and a fifteen percent one cannot share a break-even target.
How do you handle out-of-stock products?
They drop out of the campaign through the feed and return when stock does. Paying to send shoppers to an unavailable product wastes budget and costs you that customer’s trust.
What does PPC cost for an online store?
Media spend follows your margins and how competitive your categories are; management is a separate fee. The first month is sized around products that can carry their own acquisition cost.