Digital marketing
Digital marketing for an online store is numbers. You know the cost per click, the conversion rate and the ROAS — or at least you should. Let us go through how to build a digital mix that genuinely produces.
In brief
- Meta matters most for volume, Google Shopping for intent.
- Retargeting recovers 70 % of visitors who do not buy on their first visit.
- A realistic media budget: €2,000–8,000/month for a small online store.
- The ROAS target is usually 3–6× depending on the industry.
Why digital marketing matters in this industry
Customers in this industry behave differently through the buying process than others do. That shapes both the choice of channel and the message. Without an understanding of the industry, advertising usually eats money without producing results.
The best channels in this industry
- Meta advertising — the main channel, catalogue ads and retargeting.
- Google Shopping: an effective intent channel.
- Google Ads search: branded and long-tail searches.
- Email (Klaviyo, Mailchimp) — repeat customers.
- SEO: long-term organic traffic.
A realistic monthly budget
- A small store: €2,000–3,500/month of media + €800–1,500/month of management.
- A mid-sized store — €3,500–8,000/month of media + €1,500–3,000/month of management.
- A large store: €8,000+/month of media across several channels.
The most common mistakes in this industry
- The catalogue feed is not optimised — images, categories or attributes are missing.
- No Meta CAPI integration, so since iOS 14 20–40 % of conversions go missing.
- Retargeting is not differentiated by customer stage: the same message goes to everyone.
- Lifetime value (LTV) is not measured, so you are stuck with the margin on the first sale.
How Puro Digital helps
We build a channel mix and a budget proposal that fit your industry. No packaged solutions: everything is matched to your business goals.
- Google Ads: search advertising and Performance Max
- Meta advertising — Facebook and Instagram
- Search engine optimisation
- Content production
- Websites for business
Frequently asked questions
What is a good ROAS in ecommerce?
Depending on the margin, 3–6×. Under 2× is usually loss-making; over 8× means you could scale with a bigger budget.
Is Shopify better than WooCommerce for advertising?
Both work. Shopify is easier on the feed side; WooCommerce is more flexible for customisation.
How does Meta CAPI differ from the Pixel?
The Pixel is in the user’s browser; CAPI is on the server. CAPI gets past iOS restrictions and ad blockers, and it is compulsory now.
Related reading
Read these related articles and service pages too:
External sources:
Let us look at the opportunities in your industry
Book a free 30-minute assessment. We go through your situation, your goals and the realistic options.
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Get in touch
Shall we take the first step together?
Tell us briefly where you stand. We reply the same working day, usually within a couple of hours.
- A free 30-minute call, no strings attached
- You get a concrete view of where you stand
- We say plainly if we are not the right fit
- Phone+358 50 469 0039
- Emailmisa@purodigital.fi