In-depth articles for marketers, founders and CEOs

The rising acquisition costs make it harder to earn a profit. This leads to an ever-growing need to make more money off each sale – that is, increasing your average order value (AOV). Due to the high traffic and acquisition costs, relying solely on finding new customers to generate more sales isn’t going to cut it anymore. Rather than only trying to increase sales, focus on tactics that increase the amount your buyers spend on each transaction.

The e-commerce and online advertising landscape have become brutally competitive. And the competition is getting more intense, year after year. As a result, your business is facing two key challenges: CPC (cost-per-click) and acquisition costs are on the rise. In other words, the cost of generating traffic and winning new customers is higher than ever before. To run truly successful e-commerce PPC, it comes down to engineering both your frontend and backend for max profitability. And in this guide, I’ll show you exactly how to do it on the backend side.

PPC is still one of the most effective channels to drive online sales. Precision targeting, a huge audience, and the ability to test and improve fast can help you reach the right people when they’re ready to buy. However, e-commerce PPC is not about getting traffic and exposure. At the end of the day, it’s all about turning visitors into paying customers so you make the $$$. Yet, not every online store is able to turn a profit from online advertising.