E-commerce Ads Expert | E-commerce PPC Management - Leo Ebbert

E-commerce PPC Online Advertising Expert

The fastest and most likely way to achieve success with online advertising is to hire an expert to do it for you. I'm an expert and if that's what you're looking for, I may be able to help you.

I say "may" because I'm at a point in my career where I only manage ads for certain types of e-commerce clients. The clients that fit best with me:

  • have a dedicated ad budget of $5k+ per month
  • have a brand identity with creative assets
  • are willing to allocate a portion of their budget toward testing
  • have realistic expectations
  • are seeking a long-term business relationship

That's not to say I don't accept clients that don't fit every criteria. For example, I sometimes take on short-term engagements knowing that the client doesn't need me long term. Or sometimes I accept engagements to setup accounts that the client will manage on their own. But generally the clients that fit me the best have the above attributes.

What E-commerce Advertising Services Do I Offer?

I specialize in paid e-commerce advertising, and I am particularly skilled at Google Ads, Facebook Ads, Bing Ads, and Amazon Ads. I am familiar with other platforms (like Twitter and Pinterest) but I make no pretense at being an expert on those channels.

Google? Yes, I'm an expert. I can confidently say I'm in the top 1% of my field. Same goes for Facebook, Bing, and Amazon. I've been doing online advertising since 2007 and I'm very good at what I do. Here are some examples of account-wide results I drive for people:

Google Ads - 1,141% Account Wide ROAS

Google Ads - 645% Account Wide ROAS

Facebook Ads - 744% Account Wide ROAS

Facebook Ads - 385% Account Wide ROAS

Bing Ads - 642% Account Wide ROAS

My E-commerce Ads Philosophy

The way I produce results like I've shown above is by using a proven system of campaigns that is constantly being refined. The first step is to start at the bottom of the funnel with campaigns designed to maximize results on people who are close to purchasing. Anyone who has 'initiated checkout' or added an item to the cart is at the bottom of the funnel. They are also the lowest hanging fruit. Focusing on this part of the funnel first has a compounding effect on your other advertising because it improves your conversion rates. An incremental improvement in conversion rate has a huge impact at the top of the funnel. Learn more about my bottom of funnel marketing strategy.

Once the bottom of funnel marketing is driving results, the next step is to shore up the middle of the funnel. This would comprise anyone who is engaging with your site or brand but has not made it to the bottom of the funnel yet. Examples: pageviews (excluding add to cart, etc), Facebook fans, email subscribers, past buyers. The job of a middle of funnel campaigns is to push people to the bottom of the funnel. These campaigns are less profitable than bottom of funnel campaigns but they are still profitable and key to nurturing prospects to a purchase. Learn more about my middle of funnel marketing strategy.

After the bottom and the middle of the funnel are humming, it's time to prospect with top of funnel campaigns. Think of your sales cycle as a funnel through which water is flowing. If you have holes in the funnel, water will escape out the sides instead of going through the bottom. A business without really strong bottom and middle of funnel campaigns is like a funnel that's been cut in half. That's the reason I recommend waiting to prospect until after the bottom and middle of funnel campaigns are done. Otherwise you'd be wasting a lot of ad spend on prospecting campaigns that won't be nearly as profitable as they could be. Learn more about my top of funnel marketing strategy.

The Importance of Segmenting

What I mean by segmenting is keeping the different parts of your funnel separate for reporting purposes. In other words, a good e-commerce ads specialist will never target someone who has abandoned their cart in the same campaign as someone who has only viewed the product or someone who has never been to your website. The person who abandoned their cart should only be targeted in the bottom of funnel campaign. The person who viewed the product page should only be targeted in the middle of funnel campaign. And the person who doesn't know your business at all should only be targeted in the top of the funnel campaign (assuming they match your demographics).

Here's an example of what I mean. This Facebook campaign is targeting anyone who has initiated checkout in the past 180 days: 

See any problems with the targeting? Most people don't, but this campaign is a huge mistake that is costing this business thousands of dollars in wasted ad spend. The problem is there are no exclusions to the audience being targeted. At the very least, this campaign should exclude people who have completed the purchase already. The whole point of targeting people who initiated checkout is to get them to complete the purchase. If they've already done that, then why waste ad spend on them? That's not to say we shouldn't target people who have purchased before but it should be done in a separate campaign.

The other mistake is to use 180 days. The initiated checkout group should be split up into smaller windows such as 2 days, 10 days, 30 days, 90 days, 180 days. The reason is simple: someone who initiated checkout in the past 5 days is far more serious than someone who did it 180 days ago. 

Seems obvious, right? But believe it or not, most online marketers mess this up. In fact, I don't think I've ever seen it done correctly in an account I've taken over. Here's what this campaign should look like:

Notice first how the initiate checkout crowd is being targeted separately from the add to cart crowd. Why? Because someone who initiates the checkout (but didn't purchase) is more serious than someone who added to cart without initiating the checkout. Notice also how each action is segmented based on the amount of time that has passed since the action occurred. This is a crucial step. Skipping it means thousands in wasted ad spend.

Proper segmenting is critical to e-commerce ads success and unfortunately, almost no one does it correctly. If you get this step right you'll be in the top 1% of e-commerce advertising.

Brands I've Worked With

Should We Work Together?

If these results are along the lines of what you'd like to achieve and you fit the criteria listed at the top of this page, let's chat. Book a call with me here. I'd love to help you grow your e-commerce business.

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