5 of the latest advertising tools for e-commerce to put to the test
As a senior paid advertising specialist, I am always eager to learn about e-commerce tools and technology, so I seized the opportunity to educate myself and share my findings with the SaleAMP audience.
As I began my research, I decided on a few key elements I would use to judge e-commerce tools for paid advertising accounts. What makes a paid advertising e-commerce tool stand apart from the others? The criteria are as follows:
- Pricing: Not too high, not too low
- Ease of use: The more usable, the better
- Ability to integrate with other tools/platforms/processes/etc.: To help us work smarter, not harder
- Reporting capabilities: To help interpret data and make optimizations fairly quickly
- Good customer service: Very hard to come by, yet necessary when things don’t add up
Before I dive too deeply into the ocean of paid advertising e-commerce tools, let me take a second to pay my respects to the holy grail of paid solutions for e-commerce websites: Google Shopping. It’s come a long way since its inception in 2012. What was once a mysterious, free offering known as Product Search became the all-too-familiar—and no longer free—Product Listing Ads of today. Though e-commerce websites have experienced positive growth in Google Shopping numbers over the past three years, a “concern voiced by many … is that the traffic volume of Shopping has increased at a far greater rate than the usability of the backend to manage it.” This observations comes from ZATO founder, Kirk Williams, in his latest post for PPC Hero. To sum up his thoughts, Google Shopping could be more effective when combined with the right tools.
Without further ado, here is my list of the top five paid advertising e-commerce tools and how they rank for each of the criteria mentioned above (1—5; 1 being the worst and 5 being the best):
|Tool||Pricing||Ease of Use||Integration||Reporting||Customer Service|
|Online Conversion Insights by Compete||3.5||3.5||4||3.5||3.5|
|Sales and Orders||4||4.5||4||4||4|
Although Lucky Orange boasts my highest average rating, Optmyzr tops my list because it was founded by one of the first 500 Google employees, Frederick Vallaeys. If you’re not familiar with the name, Vallaeys is singlehandedly simplifying marketing for us all. Another reason why Optmyzr ranks so highly on my list is that it significantly reduces campaign build-out time. Vallaeys has said before, “That Shopping campaign strategy that took you 20 hours? That would take about five minutes with my program.” Sold.
Here at SaleAMP, we do a lot of paid social advertising, too. That’s why Soldsie made my list. More and more of our clients are shifting their budgets to Facebook and Instagram ads, and Soldsie makes it easy to sell on these platforms through comments on posts alone.
For more information on any of the tools that made my list, simply click the links in the chart above. I personally can’t wait to use these solutions in conjunction with Google Shopping—but what about you? What paid advertising e-commerce tools have you used? Are there any you wish you had ignored altogether?