What are the most important factors when buying media on e-commerce platforms?

E-commerce media platforms offer unparalleled precision in audience targeting, leveraging rich data on shopping behavior, interests, preferences, and demographics to tailor marketing efforts. This targeted approach allows advertisers to reach individuals at various stages of the buying journey, from initial awareness to post-purchase engagement. By utilizing options like keyword searches, category interest, product interaction, and brand loyalty, businesses can craft highly customized campaigns. Advanced targeting goes beyond generic demographics, enabling marketers to focus on users who have shown a direct interest in specific products or categories, whether through searches, cart additions, or past purchases.

While targeting options on paid channels like Facebook can be beneficial for the right product with a niche audience, another option to consider is using a broad audience, espcially if your product is mass market. With this strategy you focus on hitting as many people as possible and use creatives and marketing angles to drive targeted interest and purchase intent. Its cheaper and can be extremely effective at driving profitable conversions.

Yes targeting is important. But, it is hard to pinpoint one criteria as most important when planning. All criteria need to be considered. That’s why an omni-channel plan delivers the best results. Full funnel coverage drives performance.

Know your audience. Who they are. What they love. Where they spend their time. If you’re keen to convert, know them! Be sure your image and your words tell the story! But targeting is first!

Importante avaliar toda a jornada, especialmente se atentar a canais que gerem convers?es e que permitam que todo fluxo seja trackeado, dessa forma podemos ter insights n?o apenas da compra efetivamente, mas de todo o caminho percorrido pelo usuário. Utilize players de grande relevancia e se atente ao perfil e comportamento do seu público, realizando pesquisas e investigando histórico, antes da efetiva compra de mídia.

To boost your click-through and conversion rates, it's all about blending in while standing out. When you're crafting ads, think of them as part of the platform's natural habitat. For example, when you're diving into Instagram Reels, go all in with vertical videos that grab attention. And if you're landing in Facebook's news feed, pick images or videos that fit just right, and don't skimp on the details—use every text field to tell your story. It's about making sure your ad doesn't just show up; it belongs.

Certainly! When strategizing for media purchases on e-commerce platforms, an essential aspect to deliberate is the selection of the advertisement format. These platforms proffer a diverse range of ad formats including, but not limited to, banners, carousels, videos, native ads, sponsored products, and display ads. The choice of ad format is pivotal and should align with your specific objectives, budgetary considerations, and the creative resources at your disposal.

When buying media on e-commerce platforms, the most important factors include the credibility and reviews of the seller, quality and format of the media, compatibility with your devices, price comparison, return policy, and the availability of customer support. Always ensure the media meets your specific needs and preferences.

I have experienced this trend where brands are not aware about the types of Ad formats available or at times do not understand the Ad Format which they should use to reach relevant audiences. Educating people on this is the need of the hour since burning money without knowing what is right is just not recommended

It is important to align your ad format with your campaign goals. Display Ads are great for Brand Awareness campaigns because of the more digestible CPM, but lack the CTR that Video Ads would drive. As you warm up a potential customer to your brand, increase your allocated budget to allow for more expensive ad formats that will drive potential customers to your site.

Pour approfondir la discussion sur l'achat efficace de médias sur les plateformes de commerce électronique, un élément crucial à considérer est la stratégie d'enchère employée. étant donné que les espaces médias sur les plateformes de commerce électronique sont principalement vendus aux enchères, les annonceurs se retrouvent en compétition pour les placements publicitaires. Le montant de l'enchère joue un r?le clé dans la détermination de la fréquence et du placement des annonces, ainsi que du co?t engendré par clic ou par impression. Par conséquent, choisir une stratégie d'enchère appropriée est primordial, la alignant avec vos objectifs de campagne, vos contraintes budgétaires et les résultats souhaités est essentiel.

In the high-stakes game of bidding strategy, media buyers don their strategist hats, navigating the intricate dance of budget allocation and bid optimization. They artfully balance the need for competitive placement with the imperative of maintaining profitability, deftly adjusting bid amounts to reflect real-time data and campaign performance. It’s a delicate ballet where every move is calculated, every decision meticulously weighed against the backdrop of campaign objectives and desired outcomes.

Actually really important especially when the brand is trying to get a good appearance yet they're having really big competitors. Risk is there but advertising it gambling. You need to take risk to succeed

Las estrategias de puja es fundamental. La estrategia que utilizo es empezar con pujas peque?as y duplicar siempre que tenga sentido.

Elegir la estrategia de puja adecuada es crucial para maximizar el rendimiento de tus campa?as publicitarias en plataformas de comercio electrónico, asegurando que se ajusten a tus objetivos, presupuesto y nivel de control deseado.

Since most experts share the common metrics to track like CPC, CTR, CPA, ROAS, etc... I want to call out an important metric that is often overlooked. It's called Revenue Per Visitor and it's the product of two main metrics: 2. Conversion Rate: the percentage of visitors who purchase your product. 2. Average Order Value: the average dollar amount spent per order. To calculate RPV: Revenue Per Visitor = Conversion Rate x Average Order Value RPV provides a more comprehensive picture of performance than either metric alone (CR or AOV) and it ensures a balanced approach when optimizing your funnel. For example, not over-optimizing a low conversion rate at the expense of a high AOV.

You can’t ignore “Brand Metrics” when evaluating your E-Commerce media performance. Measurement around brand consideration, intent, awareness, brand recall and even attention are important. Even contextual placement and content affect performance, but e-commerce platforms should by nature have your ad in context. Attention has become the new shiny brand metric agencies have highlighted, and smartly leveraging in their strategy, and contribute to the measurement of “performance.” Understand products will not actually be sold at that moment in most instances of an ad exposure. Beyond tracking traditional performance metrics such as CTR, CPA and ROAS, you can evaluate your performance and strategy leveraging “Brand Performance Metrics.”

En medios digitales la cantidad de métricas puede ser abrumadora. Que la plataforma permita una medición que sea de alguna manera trasladable o equivalente a las mediciones de otras plataformas permitirá comprender el verdadero y efectivo alcance publicitario, al comparar manzanas con manzanas con los otros medios del plan.

When buying media on e-commerce platforms, key factors include understanding the platform's user demographics to ensure alignment with your target audience, analyzing the cost and potential ROI of advertising options, considering the platform's reach and engagement levels, and evaluating the ad formats and placements available. It's also crucial to assess the platform's analytics and tracking capabilities to measure campaign performance effectively.

From both a buyer and seller perspective - The very first qualifying conversation is so important here. It's easy to get into misalignment on results, and I believe it's best to be clear and transparent early on what we can guarantee clicks/video views/etc, registrants, etc and what we can't so that we are setting the customer up for success at all levels.

While selecting platforms, make sure to check the relevancy of your product with respect to platform. Not every site caters everything. Do your research, check the pros and cons of publishing the content then finalise the platform. Cheers!??

Choosing wisely between a quick commerce (Swiggy) and ecommerce giants (Amazon) plays a crucial role. there are higher chances of Impulse buyers buying a Soda/Cold drinks/Mixers on a Swiggy while Amazon/BB will see a basket building behaviour.

Retail media networks and retail media in gernaral are evolving by the day. Their journey is complex and there is a lot of catching up to do with advertising giants like Google and Meta. However, it would always make sense to start with the business. Where are your products / brands most likely to thrive, where does your audience sit? And then understand the complexity or ease of operating on those networks. A quick cost-benefit analysis is the starting point for any good media plan.

Much like real estate, platforms share the same advice. location, location, location... The platform is only as good as it lends to your target audience. Find where your customers are and focus there.

Platform selection clearly depends if you have identified your TA and you also understand that on which platform you will have higher more opportunity to reach your TA.

Here are some best practices for paid advertising: Before you even think about spending a dime, your funnel needs to be airtight including ad creatives, an advertorial, and a landing page with an irresistible offer. Not all shoppers are created equal, so play around with different creative angles. It's all about discovering what clicks with your audience and leads to purchases at the most effective rate possible. Once you've found what works, stick with it across the board. Your message should flow seamlessly from your ads to your landing page, creating a familiar and convincing journey for your customers. Every campaign gives you insights and data. Analyze your successes and failures to continuously refine your approach.

Tener un e-Commerce es el sue?o de muchos, nos han vendido que hacer una plataforma de comercio electrónico es fácil y rentable. Acá la recomendación es ir creciendo a medida que las ventas se van dando. Y para que las ventas aparezcan es importante seguir todo un proceso. Iniciando por un profundo conocimiento del cliente, siguiendo por la coherencia del producto o servicio y su facilidad para adquirirlo usando un medio digital. Luego escoger cuál es la plataforma idónea de acuerdo a la dinámica del negocio. Es mejor iniciar probando la idea e ir creciendo a media que logramos tener ventas. Entender la dinámica del e-Comerce a la luz del marketing funnel, la logistica y el volumen de ventas.

In my own opinion, the most important factor when buying media (like books, music, movies, or software) on an e-commerce platform is authenticity and legality. These are paramount.

Each platform has its own audience, even though we have the same product and service for all. Leveraging each channel to communicate in different yet connected ways is quite an art that deserves dedication, optimization, and, of course, contributing to an omnichannel customer experience without being repetitive.

Here are some key practices to consider for effective paid advertising: Establish a Solid Funnel: Before investing any money, ensure your funnel is well-structured, including compelling ad creatives, an engaging advertorial, and a landing page with an irresistible offer. Test Different Creative Angles: Recognize that not all shoppers respond the same way. Experiment with various creative approaches to discover what resonates best with your audience and drives conversions at the optimal rate. Once you find what works, maintain consistency across all channels. Your messaging should seamlessly transition from ads to landing pages, providing a cohesive and convincing customer journey.

Another consideration for e-commerce platforms or retail media networks is measurement. Yes, retail media networks offer very compelling data (browsing, add to basket, and purchase behavior) for targeting and attribution but the bar for digital media measurement has become higher in the last decade. Not only is digital media expected to have measurement for impressions, reach, viewability, and attention but now also sustainability and diversity. These measurement requirements will soon be applied to retail media networks, if they are not being applied already.

Retail Media Networks and Retail Media are one of the hottest topics and buzz words spoken at this critical point in time for advertisers. However, its popularity does not equate to its technology. The industry still has much to aspire to, and cannot be compared to well-oiled machines that digital advertisers have been utilizing since the early-to-mid 2000's, such as Google or Meta. However, manufacturers and advertising agencies still have the obligation to push for data integrity, transparency and better placements so that Retail Media will be just as reliable, if not better, than the media giants that we live and die by today.

When buying media on e-commerce platforms, important factors to consider are target audience, platform selection, ad formats, budget and ROI, ad placement and visibility, ad targeting and personalization, and analytics and reporting. Research and evaluate options to find the best fit for your business objectives.

Consider the messaging and how it ladders up to the brand messaging you have been talking about. Remember consumers don’t differentiate between brand and performance media. It is also important to consider the landing page experience when buying media in eCommerce platforms. Most eCommerce landing pages are boring, text heavy and have no connection to either the target audience or media messaging etc

It’s extremely important to know the story of the platform and if you are buying from a provider who built their own technology, or one that “white labels” another provider’s technology. These platforms are amazing and all have different pluses and minuses, but if you are buying someone that “white labels” another person’s technology you are paying double for the same investment.