Facebook Twitter YouTube Instagram LinkedIn Wikidata
Balancing Paid Media to Grow eCommerce Business

Balancing Paid Media to Grow eCommerce Business

Whether your eCommerce business is just starting out or already established in the industry, reaching new customers through paid media is essential to grow revenue. It may be tempting to put more weight on conversion channels, but your long-term ROI will suffer if you don’t invest in audiences that might be interested but are not currently aware of your product or service. 

Paid media planning for eCommerce brands should include a balanced approach that considers all three phases of the marketing funnel:

  1. Awareness: Pique the interest of customers who are currently unaware of your brand but may be interested in learning more
  2. Consideration: Reach customers who have demonstrated an interest in your brand’s offerings by their shopping habits, website visits and competitor purchases
  3. Conversion: Reach customers who are actively searching online for your brand or a competitive brand

     Marketing Funnel

Where Do Paid Media Channels Fit in the Marketing Funnel?

Awareness Paid Media 

  • Traditional Media: TV, Radio, Outdoor, Print
  • Programmatic Display
  • Social Display

Consideration Paid Media

  • Email
  • Social Lead Generation
  • Digital Display Retargeting of Site Visitors

Conversion Paid Media

  • Paid Search
  • Product Listing Ads

Don’t Skip the Awareness Phase

51% of US consumers’ purchasing decisions were influenced by social media ads in 2020.1 Awareness driving media is important to not only introduce a brand to an unknown customer but also to drive that person down the funnel into the consideration and conversion phases. These awareness ads generally allow broad, but relevant targeting and offer exposure at a relatively low CPM.

Trone's paid media specialists offer valuable expertise in eCommerce ROI. Contact us to find out how we can help you balance and optimize your paid media strategy to attract and convert new customers.  


1Statista, U.S. Digital Advertising Industry – Statistics & Facts, 2021

Related Articles

Attracting Visitors to Your Web Store Through Paid Media
Content Marketing | Digital | | Retail

Attracting Visitors to Your Web Store Through Paid Media

Once your website has been optimized for efficiency and you’ve created or added relevant content to attract your desired audience, implementing paid media campaigns can boost conversions and increase ROI. But with so many paid media channel options, where do you start?

Today’s online searchers and shoppers have a higher level of expectation for privacy than ever before. As platforms adapt to make their visitors feel comfortable, brands that have been using digital marketing must adapt as well.

Why eCommerce Websites Will Succeed and Fail Post COVID-19
Digital | SEO | User Experience (UX) | Website Design

Why eCommerce Websites Will Succeed and Fail Post COVID-19

eCommerce was on a steady path of growth before COVID-19, but the pandemic rapidly accelerated shifts in consumer shopping behavior and the movement from brick-and-mortar to online transactions.

Tracking the Customer Journey to Boost eCommerce Business
Branding | Content Marketing | Digital | Retail | Website Design

Tracking the Customer Journey to Boost eCommerce Business

2020 saw nearly a decade’s worth of eCommerce growth in a single year—accounting for a 44% year-over-year jump from 2019.1 No doubt this incredible growth was fueled by the global pandemic that forced most countries inside for months on end.

Want to elevate your brand and create meaningful connections?