Ecommerce businesses face fierce competition in the online marketplace. To stand out and drive traffic to their websites, they need to implement effective advertising strategies. Paid advertising is a powerful tool that can help ecommerce businesses reach their target audience and generate sales. In this article, we will explore some proven ecommerce advertising paid strategies that work.
Search Engine Advertising
Search engine advertising is a highly effective paid strategy for ecommerce businesses. By bidding on keywords related to their products or services, businesses can display ads on search engine results pages (SERPs), increasing their visibility to potential customers. Google Ads is the most popular platform for search engine advertising, allowing businesses to create compelling text or display ads that appear when users search for relevant keywords.
1. Keyword Research
Keyword research is crucial for search engine advertising success. It involves identifying the keywords that are most relevant to your products or services and have high search volume. Tools like Google Keyword Planner can help you discover relevant keywords and estimate their search volume. By targeting the right keywords, you can ensure your ads reach the right audience.
2. Ad Copy
The ad copy is the text that appears in your search engine ads. It should be compelling, concise, and highlight the unique selling points of your products or services. Use persuasive language, include relevant keywords, and create a sense of urgency to encourage users to click on your ad. Testing different ad copy variations can help you identify the most effective messaging.
3. Landing Page Optimization
Driving traffic to your website is only half the battle. To convert visitors into customers, you need to optimize your landing pages. Ensure that your landing pages are relevant to the ad copy and keywords, have clear calls-to-action, and provide a seamless user experience. A well-optimized landing page can significantly increase your conversion rates.
4. Ad Scheduling
Ad scheduling allows you to control when your ads are shown to users. Analyze your target audience’s behavior and identify the times when they are most likely to be active and receptive to your ads. By scheduling your ads to appear during these peak times, you can maximize their effectiveness and improve your return on investment (ROI).
5. Geo-Targeting
Geo-targeting allows you to show your ads to users in specific geographic locations. This is particularly useful for ecommerce businesses that have physical stores or offer localized services. By targeting users in relevant locations, you can increase the chances of driving foot traffic to your stores or generating leads from specific areas.
Social Media Advertising
Social media platforms have become integral to our daily lives, making them excellent channels for ecommerce advertising. Platforms like Facebook, Instagram, Twitter, and LinkedIn offer robust advertising options that allow businesses to target specific demographics, interests, and behaviors.
1. Audience Targeting
Social media platforms provide extensive audience targeting options, allowing businesses to reach their ideal customers. Take advantage of these options by defining your target audience based on factors such as age, gender, location, interests, and behaviors. By narrowing down your audience, you can ensure that your ads are seen by the most relevant users.
2. Visual Content
Visual content is key to capturing attention and driving engagement on social media. Create eye-catching images, videos, or graphics that showcase your products or services in an appealing way. Use high-quality visuals that align with your brand’s aesthetics and messaging. Compelling visuals can significantly increase click-through rates and conversions.
3. Ad Formats
Social media platforms offer various ad formats to suit different advertising goals. Experiment with different formats such as single image ads, carousel ads, video ads, or sponsored posts to see which ones resonate best with your audience. Each format has its own unique advantages and can help you achieve specific objectives, such as increasing brand awareness or driving website traffic.
4. Retargeting and Lookalike Audiences
Retargeting allows you to re-engage with users who have previously interacted with your brand. By using tracking pixels or customer lists, you can show targeted ads to these users on social media platforms. Additionally, you can create lookalike audiences based on the characteristics of your existing customers to reach new users who are likely to be interested in your products or services.
5. Influencer Collaborations
Influencer marketing is a powerful strategy in social media advertising. Collaborate with relevant influencers in your industry to promote your products or services to their followers. Influencers have built trust and credibility with their audience, making their recommendations highly influential. Choose influencers whose values align with your brand and work together to create authentic and engaging content.
Display Advertising
Display advertising involves placing visual ads on relevant websites, blogs, or apps to increase brand visibility and drive traffic. Display ads can be in the form of banners, videos, or interactive content.
1. Targeted Placement
Targeted placement is crucial in display advertising. Identify websites or apps that are frequented by your target audience and place your ads on those platforms. This ensures that your ads are seen by users who are most likely to be interested in your products or services. Ad networks like Google Display Network provide tools to help you find relevant placement opportunities.
2. Ad Design and Creatives
Creating visually appealing and attention-grabbing ads is essential in display advertising. Design your ads with high-quality images, compelling headlines, and clear calls-to-action. Experiment with different ad formats and variations to see which ones perform best. A well-designed ad can entice users to click and explore your offerings.
3. Remarketing
Remarketing allows you to show targeted ads to users who have previously visited your website. By using cookies or other tracking methods, you can follow these users as they browse other websites and display your ads to keep your brand top of mind. Remarketing helps increase brand recall and encourages users to return and complete their purchase.
4. A/B Testing
A/B testing is crucial for optimizing your display advertising campaigns. Test different ad designs, headlines, calls-to-action, and landing pages to identify the most effective combinations. By continuously testing and refining your ads, you can improve their performance and achieve better results over time.
5. Ad Placement Optimization
Monitor the performance of your display ads and optimize their placement based on the results. Identify websites or apps where your ads are performing well and increase your bid or allocate more budget to those placements. Conversely, identify underperforming placements and consider excluding them or adjusting your bidding strategy.
Retargeting
Retargeting is a powerful advertising strategy that allows ecommerce businesses to re-engage with users who have previously visited their website but did not make a purchase. By using cookies, businesses can display targeted ads to these users on other websites they visit.
1. Segmentation
Segmentation is key to effective retargeting. Divide your audience into segments based on their behavior and interaction with your website. For example, segment users who added items to their cart but abandoned the purchase versus those who visited specific product pages. By segmenting your audience, you can create tailored retargeting ads that address their specific needs or concerns.
2. Dynamic Product Ads
Dynamic product ads are highly effective in retargeting campaigns. These ads automatically display products that users have previously viewed on your website, reminding them of their interest and encouraging them to return and complete their purchase. Dynamic product ads can be set up using platforms like Facebook Ads or Google Ads.
3. Frequency Capping
While retargeting is effective, bombarding users with too many ads can lead to ad fatigue and annoyance. Implement frequency capping to limit the number of times a user sees your retargeting ads within a specific time period. This helps ensure that your ads remain effective and do not become intrusive.
4. Personalization
Personalization is crucial in retargeting ads. Use dynamic variables to personalize your ad copy and creative based on the user’s previous interactions. For example, include the specific product they viewed or the items they left in their cart. Personalized retargeting ads can create a sense of individualized attention and increase the likelihood of conversion.
5. Cross-Device Retargeting
Users interact with various devices throughout their purchasing journey. Implement cross-device retargeting to ensure that your ads follow users across different devices, such as smartphones, tablets, and desktops. This allows for a seamless retargeting experience and maximizes the chances of conversion.
Influencer Marketing
Influencer marketing leverages the reach and influence of popular social media personalities to promote products or services. This strategy is particularly effective in the ecommerce industry, where influencers can showcase products to their followers through sponsored posts or reviews.
1. Identify Relevant Influencers
Start by identifying influencers who are relevant to your industry and target audience. Look for influencers whose values align with your brand and whose followers match your target customer demographics. Tools like BuzzSumo or social media platforms’ built-in search features can help you discover andshortlist potential influencers.
2. Analyze Influencers’ Reach and Engagement
Before partnering with influencers, analyze their reach and engagement metrics. Look at the number of followers they have, the average likes or comments on their posts, and the level of engagement their audience has with their content. Choose influencers with a strong and active following to ensure maximum impact for your campaigns.
3. Establish Authentic Partnerships
When reaching out to influencers, focus on building authentic partnerships rather than just asking for promotional posts. Engage with them genuinely and show interest in their content and audience. Discuss how your products or services align with their personal brand and explore creative ways to collaborate that will resonate with their followers.
4. Sponsored Posts and Product Reviews
Sponsored posts and product reviews are common forms of influencer marketing. In a sponsored post, the influencer features your product or service and provides a genuine recommendation to their followers. Product reviews involve the influencer testing and reviewing your product in detail. Both strategies can help generate awareness, credibility, and drive traffic to your ecommerce store.
5. Giveaways and Contests
Giveaways and contests are effective ways to leverage influencers’ reach and engage their audience. Collaborate with influencers to host a giveaway or contest where their followers have the chance to win a prize by engaging with your brand. This strategy not only increases brand visibility but also encourages user-generated content and expands your reach through social sharing.
6. Affiliate Partnerships
Affiliate partnerships allow influencers to earn a commission for every sale they generate through their unique referral link or discount code. This incentivizes them to actively promote your products and can result in a mutually beneficial relationship. Provide influencers with exclusive discounts or perks to offer their followers, which can further drive conversions.
7. Sponsored Events or Collaborations
Consider sponsoring events or collaborating with influencers on special projects that align with your brand. This could include hosting joint webinars, creating co-branded content, or participating in influencer-led campaigns. Such collaborations can help you tap into the influencer’s audience and create a memorable experience that boosts brand awareness and loyalty.
8. Track and Measure Results
Implement tracking mechanisms to measure the success of your influencer marketing campaigns. Use unique referral links, discount codes, or UTM parameters to track traffic, conversions, and sales generated by each influencer. Analyze the data to determine which influencers and strategies are driving the best results and optimize your future campaigns accordingly.
9. Build Long-Term Relationships
Building long-term relationships with influencers can be highly beneficial for your ecommerce business. Instead of one-off collaborations, consider working with influencers on an ongoing basis. This allows them to become more familiar with your brand and products, resulting in more authentic and effective promotions. Long-term partnerships also help build brand loyalty among the influencer’s audience.
10. Monitor and Engage with Influencer Content
Once your influencer campaigns are live, actively monitor and engage with the content created by influencers. Like, comment, and share their posts to show appreciation and encourage further engagement. Engaging with influencer content helps strengthen your relationship with them and demonstrates your commitment to the collaboration.
Affiliate Marketing
Affiliate marketing involves partnering with affiliates who promote your products or services in exchange for a commission on each sale they generate. This strategy helps ecommerce businesses expand their reach by leveraging the affiliate’s existing audience.
1. Identify Relevant Affiliate Networks
Start by identifying relevant affiliate networks that align with your industry and target audience. Popular affiliate networks include Amazon Associates, ShareASale, CJ Affiliate, and Rakuten Advertising. These platforms connect businesses with affiliates and provide tracking and reporting tools to manage the affiliate program.
2. Recruit and Onboard Affiliates
Recruit affiliates who have a strong online presence and align with your brand values. Reach out to bloggers, influencers, content creators, and website owners who have an audience that matches your target customer profile. Provide them with all the necessary information, resources, and promotional materials to effectively promote your products or services.
3. Commission Structure and Tracking
Determine the commission structure for your affiliate program. This could be a percentage of the sale or a fixed amount per conversion. Set up tracking mechanisms to accurately attribute sales to specific affiliates. Affiliate networks usually provide tracking tools, but you can also use affiliate tracking software or custom referral links to track conversions.
4. Affiliate Promotions and Incentives
Encourage affiliates to actively promote your products by offering incentives and exclusive promotions. This could include higher commission rates for top-performing affiliates, limited-time discounts or offers for their audience, or exclusive access to new product launches. Providing unique incentives motivates affiliates to prioritize promoting your products over competitors’ offerings.
5. Affiliate Content Creation
Support affiliates in creating high-quality content that promotes your products effectively. Provide them with product images, descriptions, videos, and any other relevant assets they may need. Encourage affiliates to write honest and authentic reviews or create engaging content that showcases your products in action. The more compelling their content, the higher the chances of driving conversions.
6. Communication and Support
Maintain regular communication with your affiliates to provide support, answer their questions, and address any concerns. Stay updated on their promotional activities and offer guidance or suggestions when needed. Building strong relationships with affiliates fosters loyalty and encourages them to continue promoting your products over the long term.
7. Monitor Performance and Optimize
Regularly monitor the performance of your affiliate program and individual affiliates. Track metrics such as clicks, conversions, and revenue generated by each affiliate. Identify top-performing affiliates and provide them with additional support or incentives. Likewise, assess the performance of underperforming affiliates and consider providing additional training or support to help them improve.
8. Compliance and Quality Control
Ensure that your affiliates adhere to your brand guidelines and comply with any regulatory requirements. Monitor their promotional activities to maintain brand consistency and protect your reputation. Regularly review affiliate content to ensure it meets quality standards and accurately represents your products or services.
9. Affiliate Program Promotion
Promote your affiliate program to attract new affiliates. Create a dedicated page on your website that outlines the benefits, commission structure, and how to join. Leverage your existing network and industry connections to spread the word about your program. Participate in affiliate marketing conferences or events to connect with potential affiliates face-to-face.
10. Continuous Improvement and Growth
Affiliate marketing is an ongoing process that requires continuous improvement and growth. Regularly evaluate the performance of your affiliate program and identify areas for optimization. Explore new affiliate networks, recruit new affiliates, and test different promotional strategies to expand your reach and maximize your revenue.
Email Marketing
Email marketing remains a highly effective advertising strategy for ecommerce businesses. By building an email list of interested customers, businesses can send targeted promotional emails to drive repeat purchases or notify subscribers about new products and offers.
1. Build an Opt-In Email List
Start by building an opt-in email list of interested customers and prospects. Offer incentives such as exclusive discounts, free resources, or valuable content in exchange for their email addresses. Place sign-up forms prominently on your website and leverage social media platforms to encourage users to subscribe to your email list.
2. Segmentation and Personalization
Segment your email list based on various criteria such as demographics, purchase history, or engagement level. This allows you to send targeted emails that are relevant to each segment. Personalize your emails by addressing subscribers by their name and tailoring the content to their specific interests or preferences.
3. Welcome Emails and Onboarding
Send a welcome email to new subscribers to thank them for joining your email list and introduce your brand or products. Use this opportunity to provide valuable information, set expectations, and encourage engagement. Consider implementing an onboarding sequence to nurture new subscribers and guide them through their customer journey.
4. Promotional Emails
Send promotional emails to your subscribers to drive sales or conversions. Promote new product launches, limited-time discounts, or exclusive offers. Craft compelling subject lines and email content that entices recipients to open, read, and take action. Use persuasive language, highlight the benefits, and include clear calls-to-action.
5. Abandoned Cart Emails
Abandoned cart emails are highly effective in recovering lost sales. When a user adds items to their cart but fails to complete the purchase, send them a series of reminder emails. Offer incentives such as discounts or free shipping to encourage them to return and complete their purchase. Use persuasive language and urgency to create a sense of FOMO (fear of missing out).
6. Product Recommendation Emails
Send product recommendation emails to subscribers based on their browsing or purchase history. Use data analysis and automation tools to identify products that are likely to be of interest to each subscriber. Recommend complementary or related products to encourage cross-selling and upselling.
7. Exclusive Content and Newsletters
Offer exclusivecontent and newsletters to your email subscribers. Provide them with valuable content, industry insights, or tips and tricks related to your products or services. This helps build a loyal and engaged subscriber base who look forward to receiving your emails and are more likely to convert into customers.
8. Seasonal and Holiday Emails
Create special email campaigns for seasonal promotions or holidays. Tailor your emails to reflect the holiday theme or offer exclusive discounts and promotions for specific occasions. Use engaging visuals and compelling copy to capture the festive spirit and encourage subscribers to take advantage of your offers.
9. Test and Optimize Email Campaigns
Regularly test and optimize your email campaigns to improve their effectiveness. Experiment with different subject lines, email layouts, calls-to-action, or sending times to determine what resonates best with your audience. Analyze metrics such as open rates, click-through rates, and conversion rates to identify areas for improvement.
10. Automation and Drip Campaigns
Implement email automation and drip campaigns to deliver targeted and timely emails based on specific triggers or actions. For example, set up a welcome series for new subscribers, send follow-up emails after a purchase, or re-engage inactive subscribers with a reactivation campaign. Automation saves time and ensures consistent communication with your audience.
Video Advertising
Video advertising has gained immense popularity in recent years, thanks to platforms like YouTube and TikTok. Creating engaging video ads allows ecommerce businesses to showcase their products in action, tell compelling stories, and connect with their audience on an emotional level.
1. Define Your Video Ad Objectives
Start by defining your video ad objectives. Determine whether you want to increase brand awareness, drive website traffic, generate leads, or boost sales. Having clear objectives helps shape your video ad strategy and aligns it with your overall marketing goals.
2. Storytelling and Branding
Effective video ads tell a compelling story and align with your brand messaging. Develop a narrative that resonates with your target audience and showcases the unique value of your products or services. Use visuals, music, and voiceovers to create an emotional connection and leave a lasting impression.
3. Attention-Grabbing Openings
The first few seconds of your video ad are crucial for capturing attention and encouraging viewers to continue watching. Start with a visually striking scene, a thought-provoking question, or an intriguing statement that piques curiosity. Hook viewers from the start to maximize engagement.
4. Clear Call-to-Action
Include a clear and concise call-to-action (CTA) in your video ad. Tell viewers what you want them to do next, whether it’s visiting your website, making a purchase, or subscribing to your newsletter. Place the CTA prominently in the video and provide a direct link or instructions for easy follow-through.
5. Mobile-Friendly and Vertical Videos
Optimize your video ads for mobile viewing, as mobile devices are increasingly used for video consumption. Create vertical videos that fit the dimensions of mobile screens and social media platforms like TikTok and Instagram Stories. Vertical videos provide a seamless viewing experience and maximize engagement.
6. Targeted Placement and Demographic Segmentation
Choose the right platforms and placements to reach your target audience effectively. Platforms like YouTube, Facebook, Instagram, and TikTok offer robust targeting options based on demographics, interests, and behavior. Segment your audience and customize your video ads to resonate with each specific segment.
7. Pre-Roll and Mid-Roll Ads
Consider using pre-roll and mid-roll ads on platforms like YouTube. Pre-roll ads play before the viewer’s selected video, while mid-roll ads appear during longer videos. These formats provide high visibility and captive audiences, increasing the chances of viewers engaging with your ad.
8. Tutorial or Product Demonstration Videos
Create tutorial or product demonstration videos to showcase your products in action. Help viewers understand how your products work, their benefits, and how they can solve their problems. Visual demonstrations are powerful in convincing viewers of the value and functionality of your products.
9. User-Generated Content and Testimonials
Include user-generated content (UGC) and testimonials in your video ads. UGC adds authenticity to your ads and resonates with viewers who trust peer recommendations. Feature satisfied customers using your products or sharing their positive experiences, highlighting the benefits they have gained.
10. Track and Analyze Metrics
Track and analyze key metrics to measure the success of your video ad campaigns. Monitor metrics such as views, watch time, engagement rates, click-through rates, and conversions. Use this data to optimize your future video ads, identify areas for improvement, and refine your targeting and messaging strategies.
Comparison Shopping Engines
Comparison shopping engines (CSEs) allow ecommerce businesses to list their products alongside competitors’ offerings, making it easier for shoppers to compare prices and features. Platforms like Google Shopping, Amazon Advertising, and PriceGrabber provide opportunities for businesses to reach shoppers who are actively searching for products they sell.
1. Optimize Product Listings
Optimize your product listings to ensure they stand out on comparison shopping engines. Use high-quality product images, clear and concise descriptions, and accurate pricing information. Include relevant keywords in your product titles and descriptions to improve search visibility.
2. Competitive Pricing
In a comparison shopping environment, competitive pricing is crucial. Analyze your competitors’ prices and adjust yours accordingly. Highlight any discounts, promotions, or exclusive offers to attract shoppers and encourage them to choose your products over others.
3. Product Reviews and Ratings
Positive product reviews and ratings can significantly impact shoppers’ decisions. Encourage satisfied customers to leave reviews and ratings on the comparison shopping engines. Highlight the number of positive reviews and any awards or certifications your products have received to build trust and credibility.
4. Product Feeds and Data Accuracy
Ensure that your product feeds are accurate and up to date. Regularly update your inventory, pricing, and product information to avoid displaying incorrect or outdated data. Use structured data markup to provide detailed product information, making it easier for search engines to understand and display your listings.
5. Competitive Analysis and Differentiation
Analyze your competitors’ product listings on comparison shopping engines to identify areas where you can differentiate yourself. Highlight unique features, superior quality, or additional services that set your products apart. Emphasize value propositions that resonate with shoppers and demonstrate why they should choose your products.
6. Advertise on Multiple CSEs
Consider advertising on multiple comparison shopping engines to increase your reach and visibility. Each platform attracts a different audience, so diversifying your advertising efforts can help you reach a wider range of potential customers. Monitor the performance of your ads on each platform and allocate budget accordingly.
7. Monitor and Optimize Performance
Regularly monitor the performance of your product listings on comparison shopping engines. Analyze metrics such as clicks, impressions, conversions, and average order value. Identify underperforming products or platforms and make necessary adjustments to optimize your listings and improve your return on investment.
8. Promotions and Discounts
Offer exclusive promotions or discounts to shoppers who find your products through comparison shopping engines. Highlight these promotions in your product listings to attract attention and encourage conversions. Limited-time offers or bundle deals can create a sense of urgency and drive immediate purchases.
9. Customer Service and Reviews Management
Provide excellent customer service to shoppers who purchase your products through comparison shopping engines. Respond promptly to inquiries, address any issues or concerns, and provide a seamless post-purchase experience. Encourage satisfied customers to leave positive reviews and ratings on the platforms.
10. Monitor Competitor Strategies
Keep an eye on your competitors’ strategies on comparison shopping engines. Monitor their product listings, pricing, promotions, and customer reviews. Identify areas where you can outperform them and gain a competitive edge. Stay adaptable and adjust your strategies accordingly to stay ahead in the dynamic ecommerce landscape.
Native Advertising
Native advertising involves seamlessly integrating sponsored content into the user’s browsing experience, making it appear more organic. By blending in with the surrounding content, native ads can capture users’ attention without being too intrusive.
1. Choose the Right Native Advertising Platforms
Select native advertising platforms that align with your target audience and goals. Platforms like Outbrain, Taboola, and Nativo provide native advertising solutions that reach a wide range of users across various websites and apps. Research the platform’s audience demographics and reach to ensure it matches your target market.
2. Blend with the Surrounding Content
To make your native ads appear more organic, blend them with the surrounding content. Match the style, format, and tone of the native ads to the platform and the content on which they are displayed. This helps them seamlessly integrate into the user experience and increases the chances of engagement.
3. Engaging Headlines and Thumbnails
Craft compelling headlines and choose attention-grabbing thumbnails for your native ads. The headline should pique users’ curiosity and entice them to click on the ad. The thumbnail should be visually appealing and relevant to the content of the ad. A combination of an intriguing headline and an eye-catching thumbnail increases the likelihood of users engaging with your native ads.
4. Provide Valuable and Relevant Content
Native ads should provide valuable and relevant content to users. Create informative and engaging articles, videos, or interactive content that educates or entertains your target audience. The content should align with your brand messaging and subtly incorporate your products or services without being overly promotional.
5. Contextual Targeting
Contextual targeting is essential to ensure your native ads are displayed alongside relevant content. Determine the keywords or topics that are most relevant to your target audience and ensure your ads are placed on websites or within articles that cover those subjects. Contextual targeting improves the relevance and effectiveness of your native advertising campaigns.
6. A/B Testing
Conduct A/B testing with different variations of your native ads to identify the most effective combinations. Test different headlines, visuals, ad formats, or calls-to-action to determine what resonates best with your target audience. Continuously optimize your native ads based on the results of your A/B tests to maximize their impact.
7. Transparency and Disclosure
Be transparent and clearly disclose that your content is sponsored or an advertisement. Users appreciate honesty and transparency, and it helps establish trust and credibility. Native ads that are clearly labeled as sponsored content are more likely to be accepted and trusted by users.
8. Monitor Performance and Metrics
Regularly monitor the performance of your native advertising campaigns. Track metrics such as impressions, clicks, engagement rates, and conversions. Analyze the data to identify trends, patterns, and areas for improvement. Use the insights gained to optimize your campaigns and drive better results.
9. Native Ads on Social Media
Consider using native ads on social media platforms to reach your target audience. Platforms like Facebook, Instagram, and Twitter offer native ad formats that seamlessly blend into users’ feeds. Leverage the targeting options provided by these platforms to reach specific demographics, interests, and behaviors.
10. Creative and Evolving Strategies
Stay creative and continuously evolve your native advertising strategies. Experiment with new ad formats, platforms, or content types to keep your campaigns fresh and engaging. Stay up to date with industry trends and user preferences to ensure your native ads remain effective in capturing users’ attention and driving conversions.
In conclusion, implementing effective paid advertising strategies is essential for ecommerce businesses to succeed in the competitive online marketplace. By utilizing search engine advertising, social media advertising, display advertising, retargeting, influencer marketing, affiliate marketing, email marketing, video advertising, comparison shopping engines, and native advertising, businesses can drive targeted traffic, increase brand awareness, and maximize conversions. Experimenting with different strategies, continuously monitoring and optimizing campaigns, and staying up to date with industry trends are key to achieving long-term success in ecommerce advertising.