For any business to flourish it needs customers, but we're not all operating from shop units on a busy high street. In fact nowadays we're more likely to be at home than out shopping. Your website is your most powerful weapon, but in today's competitive age for both business and search results, your efforts with SEO and organic search may never be enough.
That's where advertising can help, and there are many different ways to drive traffic to your website and to engage with new prospects to drive new business but you must tread carefully. Sure, explore a variety of channels and form an integrated approach to your digital marketing, but never go blind. It's all too easy to burn cash on poorly targeted campaigns. It's also a common pitfall to send cluttered feeds from an ecommerce platform like Shopify to an ad network like Facebook or Google. There's no point targeting people with out of stock products....and many people do!
In all cases, some element of lead generation and ecommerce targeting can be implemented, but it must be balanced, and whether this be via your content marketing strategy for organic traffic, or combined with paid activity via affiliate or PPC, there is always an answer.
Channel and campaign setup
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Event / conversion tracking
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