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E-Commerce Hacks: 6 Smart Programmatic Strategies

The convenience of shopping from home has made e-commerce an essential part of our shopping routines. With just a few clicks, we can have what we want delivered right to our doorsteps. This shift has created a massive opportunity for e-commerce brands to reach customers directly through programmatic advertising.

Programmatic advertising allows brands to use data and algorithms to automatically buy and deliver ads to targeted audiences across digital platforms, like websites, social media, and mobile apps. 

Let’s dive into 6 strategies you can use to boost your ecommerce performance:

Decode Your E-Commerce Customer's Journey

Understanding your ecommerce audience's journey is important for a successful campaign. "Journey mapping" helps you figure out when to prospect, run campaigns, retarget, and personalize messages. To create a map, gather customer data and find intersections with your audience.

Here’s how a typical shopper’s journey goes:

Awareness: Clicking on an ad for a desired product.

Consideration: Browsing an online store.

Purchase: Buying through an app or website.

Retention: Responding to surveys or writing a review.

Loyalty: Recommending the brand or joining an affiliate program.

Making this map ensures you reach the right audience, on the right channel, at the right time, with the right message. It also makes your ads feel more personal because you understand what your customers want. This personal touch can make your business more successful - companies that really understand their customers generate more revenue.

Anticipate the Outcome of Your E-Commerce Campaign

Okay, let's break it down. Before you launch ads for your online store, you need to have a strategic plan. First, set clear goals for what you want the ads to achieve. Then, choose the right programmatic format, and ensure your platform has the right audience.

A key part of this prep is forecasting—predicting how far your campaign will reach based on these factors.

Forecasting helps you go into the campaign with confidence, knowing it will meet specific goals. It allows you to adjust things beforehand, ensuring smooth campaign performance. Kind of like checking the weather before planning a picnic.

Why does this matter? Well, it helps you go into your ad campaign with confidence, knowing it's likely to succeed. And if there's anything that needs adjusting, you can do it before the ads even start running.

Select the Right Targeting Strategies

Picking the right target for your ads is crucial for success. In e-commerce, effective targeting ensures you reach the right people at the right time.

Contextual Targeting

This means showing ads based on where they appear. For example, using AI (artificial intelligence) to place ads in the right context. You can also target specific keywords, even using competitor keywords, to control where your ads show up.

Audience Lookalike Targeting

Create a list of users who behave similarly to those who've been to your site before. This is done using a pixel. You can make this even more specific by focusing on users who actually bought something on your site. This way, your ads reach people similar to your existing customers, expanding beyond just those who visited your site.

Use Multiple Channels for Better Reach

When it comes to e-commerce ads, using multiple channels is a must as this approach allows you to connect with users on various platforms and devices. 

I mean online shoppers are active on different platforms, right? You can get sales from different places, whether it's on your website, Instagram shop, or even the TikTok store.

Knowing how shoppers use different platforms helps you reach them effectively and achieve your campaign goals. 

Using multiple platforms broadens your reach by catching consumers who might be on specific platforms. With the right mix of platforms that complement each other, you can connect with a larger portion of your target audience. Plus, it helps you create a consistent message across all the platforms you use.

Use Dynamic Retargeting to Bring Back Interested Shoppers

Dynamic retargeting is a powerful strategy to show ads to people based on their previous actions. This tactic is great for reconnecting with shoppers who are interested in your brand. By displaying personalized ads that match their past interactions with your website, you can guide and nurture them towards making a purchase.

For example, if someone checked out your products, dynamic retargeting keeps reminding them about those items as they browse online. It's an effective way to stay on their radar and encourage them to complete a purchase. 

Final Words

When selling online, make sure your ad game is strong. Start by figuring out how your customers move from checking out your products to hitting that buy button. Plan ahead by predicting how well your ads will do. 

Then, pick the best ways to target your audience, use eye-catching ads, remind people about what they liked, and spread the word on various platforms. Following these steps will make your online store ads stand out and perform better.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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