Promoting your store
The advertiser's store, not dropship arbitrage
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You promote your brand and catalog: order margin minus ads, logistics and fees. This is not buying traffic to someone else's offer. Count customer acquisition cost and repeat orders, not CPI. One vertical, one site or shopfront, one payment and delivery path — before paid traffic.
Catalog and feed for ads
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Google Merchant Center and Meta Catalog take a feed: id, price, stock, image, GTIN where available. Zero stock — out of stock in the feed, or ads hit an empty card. Refresh the feed at least daily when price or stock changes.
Google Shopping and Performance Max
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Shopping shows the card on a query with price. Performance Max mixes search, display, YouTube — you need a strong feed and creatives. Start: top 20 SKUs with margin, daily cap, cut products with no orders in 14 days. Negative keywords and brand queries — separate campaigns.
Meta Advantage+ catalog
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Catalog in Commerce Manager, pixel/CAPI on purchase. Advantage+ shopping optimizes to purchase with enough event volume. Creatives: lifestyle + UGC + product card. Cart retargeting — separate budget with frequency cap.
TikTok Shop and Spark Ads
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If TikTok Shop is available in the geo — short videos with the product in feed. Spark Ads boost an author's organic post with rights. One product — one video, link to shop or site. Hook in the first 2 seconds — product in hand or the problem.
Email and SMS after the first order
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Klaviyo, Mailchimp or similar: welcome, abandoned cart, post-purchase, cross-sell. SMS only with consent. Email often drives 20–30% of mature store revenue. VIP segment by order value — separate offers.
SEO and content for the brand
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Category and article pages for buyer queries: how to choose, comparisons, care. Do not duplicate marketplace cards word for word. Internal links to top SKUs. First search traffic — 8–16 weeks; does not replace Meta/Google tests.
Influencers and UGC for e-com
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Brief: one product, unboxing or before/after, promo code or tagged link. Pay: flat + % of sales on the code if clear in the contract. UGC rights for ads — separate line. Micro-influencers 5–50k are often cheaper than macro at the same ROAS.
The store's affiliate program
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Marketplace as a channel, not the whole business
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Wildberries, Ozon, Amazon — shopfront with a fee. In-marketplace ads — separate cabinet and report. Marketplace price aligned with the site, or you cannibalize. Your site keeps email and repeat purchases.
Retargeting and lookalike
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Retarget: product view, cart, buyers 180 days. Lookalike 1–3% from buyers — after 100+ purchase events. Cap frequency so you do not burn the audience. Exclude recent buyers from prospecting.
Promos, discounts and margin
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A discount in ads must be in the feed and on the site at once. Count promo ROAS: revenue minus discount minus ads. Permanent −70% kills trust and LTV. Flash sale — limited SKU and time.
Logistics and SLA in ads
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On the ad and card — real delivery time and returns. Delays → negative reviews and higher CAC. Pause ads on SKUs with warehouse issues. Tracking number sends automatically from the OMS.
The advertiser report
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Weekly: spend by channel, purchase ROAS, CAC, AOV, new vs repeat share. One dashboard: site + marketplaces + email. Decisions on margin, not clicks. Multi-touch attribution in GA4 or similar.
First month of paid traffic
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Week 1: feed + 10 SKUs + Meta catalog test. Week 2: Google Shopping. Week 3: retarget. Week 4: one influencer or affiliate launch. Each week's budget — separate cap. Do not open five channels in one day without a feed.
LTV and tests
Scale and legal
Operations
Brand and plan