E-Commerce Performance Marketing — Measurable ROI, Not Vanity Metrics
Most e-commerce brands know they need to spend money to make money. The problem isn’t budget — it’s waste. The average e-commerce ad account wastes 25-40% of its spend on non-converting clicks, duplicate audiences, and campaigns running on autopilot without strategic intent. GigaCommerce runs performance marketing for e-commerce brands across every channel that matters: Amazon Advertising, Google Shopping, Meta Ads, TikTok, SEO, and email/SMS. Our AI-native approach identifies and eliminates wasted spend faster than manual optimization, while human strategists make the judgment calls that algorithms can’t. The result: more revenue from the same budget, or the same revenue from less budget. Usually both.
Our Performance Marketing Stack
We don’t operate channels in isolation. A customer who discovers your product on Amazon, researches your brand on Google, browses your Shopify store, and converts through a Meta retargeting ad has touched four channels in a single purchase journey. Optimizing any one channel without understanding the others means you’re measuring performance wrong and making decisions on incomplete data. We manage the complete stack:
Amazon Advertising
Amazon’s ad ecosystem is the most complex and highest-ROI advertising platform for product-based businesses. We manage:
Sponsored Products
The core of Amazon advertising. Campaign structuring using SPAG methodology (Single Product Ad Groups) for SKU-level bid control. Keyword segmentation across brand defense, competitor conquest, category capture, and long-tail discovery campaigns.
Sponsored Brands
Top-of-search headline ads and video ads that build brand awareness and drive branded search volume. Particularly effective during product launches and seasonal peaks.
Sponsored Display
Retargeting and audience-based targeting that reaches shoppers on and off Amazon. We use Amazon’s intent-based audiences (in-market, lifestyle, competitor-targeting) to find high-probability buyers.
Amazon DSP
Programmatic display and video advertising across Amazon-owned properties and the broader web. For brands spending $10K+/month, DSP adds the demand-generation layer that Sponsored Ads can’t reach — driving awareness among shoppers who haven’t yet searched for your product.
TimelineAmazon Marketing Cloud (AMC)
Advanced analytics and custom audience building. AMC lets us measure true incrementality — separating ad-driven sales from sales that would have happened organically.
For a complete breakdown of our Amazon advertising approach, see our Amazon Marketplace Management page.
Google Ads & Shopping
For e-commerce brands, Google’s highest-value ad surfaces are Shopping Ads, Performance Max, and branded search. We manage:
Google Shopping
Product feed optimization is the foundation. We structure titles, descriptions, and attributes to match buyer search patterns, ensure pricing and availability are always accurate, and use custom labels to segment products by margin, performance tier, and promotional status.
Performance Max
Google’s AI-driven campaign type that distributes ads across Search, Shopping, Display, YouTube, Gmail, and Discover. We set up Performance Max with proper audience signals, asset groups organized by product category, and conversion goals aligned to actual profitability — not just revenue.
Branded Search
Protecting your brand name in search results. If competitors or resellers are bidding on your brand name, you need to own that real estate. We manage branded campaigns to maintain full coverage at minimal CPC.
Search Campaigns (Non-Brand)
For high-intent keywords like “buy [product type] online” or “[product] reviews,” we run targeted search campaigns with ad copy that matches purchase intent and landing pages optimized for conversion.
Our approach to Google Ads is margin-aware. We don’t optimize for ROAS in a vacuum. A 4x ROAS on a product with 30% gross margin is barely profitable after ad costs. A 2.5x ROAS on a product with 70% gross margin is extremely profitable. We optimize for profit contribution, not headline ROAS.
Meta Ads (Facebook & Instagram)
Meta remains the most powerful platform for e-commerce brand building and prospecting. We manage:
Prospecting Campaigns
Using Meta’s Advantage+ Shopping campaigns and broad audience targeting to find new customers. Creative testing is the lever — we test 5-10 creative variations per ad set per month, rotating through UGC, product photography, lifestyle imagery, and direct response formats.
Retargeting
Multi-layered retargeting based on engagement depth: site visitors who didn’t add to cart get brand-building creative; add-to-cart abandoners get urgency-driven offers; past purchasers get cross-sell and loyalty campaigns.
Catalog Ads (Dynamic Product Ads)
Automated product retargeting that shows shoppers the exact products they viewed or similar alternatives. We optimize feed quality, creative overlays, and audience segmentation for maximum return.
Creative Strategy
The single biggest lever in Meta advertising is creative. We develop a testing framework that systematically identifies what messages, formats, and visual styles drive the highest purchase rates for your audience. This isn’t about making pretty ads — it’s about finding what converts and scaling it.
TikTok Ads & TikTok Shop
TikTok has evolved from an awareness channel to a full-funnel commerce platform. TikTok Shop allows in-app purchases directly from video content, and ad formats are increasingly integrated with the shopping experience.
- TikTok Shop Setup & Management: Product catalog integration, shop configuration, and ongoing management including creator partnerships, live shopping strategy, and product showcase optimization.
- TikTok Ads: Spark Ads (boosting organic or creator content), In-Feed Ads, and TopView placements. TikTok’s algorithm rewards authentic, engaging content — not polished brand ads. Our creative approach for TikTok is fundamentally different from Meta: raw, relatable, and creator-driven.
- Creator Partnerships: We identify and manage creator relationships for Spark Ads and affiliate programs. The right creator can generate more sales from a single authentic video than $10,000 in traditional ad spend.
SEO & Organic Content
Paid advertising is the accelerant. Organic search is the engine. A sustainable e-commerce business needs both. E-Commerce SEO Strategy are given below:
Technical SEO
On-Page SEO
Content Marketing
Link Building
Generative Engine Optimization
Email & SMS Automation
Retention marketing through email and SMS is the highest-margin channel available. A well-built email program generates 20-30% of total store revenue with near-zero marginal cost. Klaviyo Implementation & Management steps are:
Core Flows (automated sequences)
- Welcome series (5-7 emails introducing brand, products, and social proof)
- Abandoned cart recovery (3-email sequence with progressive urgency)
- Browse abandonment (triggered by product page views without add-to-cart)
- Post-purchase (order confirmation, shipping updates, cross-sell, review request)
- Win-back (re-engagement for lapsed customers at 30/60/90 day intervals)
- VIP/loyalty (exclusive offers for top-spending customers)
- Replenishment (timed reminders for consumable products)
Campaign Strategy
- Weekly sends: 2-3 campaigns per week (new products, content, promotions)
- Segmentation: based on purchase behavior, engagement, LTV tier, and product interest
- A/B testing: subject lines, send times, content formats, offer structures
- Deliverability management: list hygiene, engagement-based segmentation, warm-up protocols
SMS Strategy
- Complementary to email, not duplicative
- High-urgency messages: flash sales, back-in-stock alerts, shipping notifications
- Subscriber growth: pop-up optimization, checkout opt-in, post-purchase opt-in
- Compliance: TCPA/CAN-SPAM adherence, opt-out management
Conversion Rate Optimization (CRO)
CRO is not a separate service — it’s a discipline embedded in everything we do. But for brands that need dedicated CRO improvement, we run structured optimization programs:
Data Collection
Heatmaps, session recordings, scroll depth analysis, and funnel visualization using Microsoft Clarity and GA4.
Hypothesis Testing
Every test starts with a hypothesis grounded in data, not assumption. “Adding a size guide reduces sizing-related bounce rate on the PDP” is a testable hypothesis. “Let’s try a new button color” is not.
Testing velocity
Our ongoing retainer clients typically run 2-4 tests per month across different funnel stages.
Test Execution
We use native A/B testing tools (Shopify’s built-in split testing, Google Optimize successor, or third-party tools) to run statistically significant tests. Minimum 2-week run time per test, minimum 95% confidence threshold.
Implementation
Winning tests are permanently implemented within 48 hours of reaching significance. Losing tests are documented and inform the next hypothesis.
The AI-Native Difference
Most agencies bolt AI onto existing manual processes. We built our operations AI-native from day one. Here’s what that means in practice:
- PPC Bid Optimization: Our AI tools process search term data across all managed accounts daily — identifying non-converting spend, bid adjustment opportunities, and keyword expansion targets at a speed and scale that manual review cannot match. A human PPC manager reviewing 10,000 search terms weekly might catch 60-70% of the waste. Our AI catches 90%+ and flags the judgment calls for human decision.
- Content Generation at Scale: AI generates first-draft product descriptions, ad copy variations, and email content that humans then refine and approve. This means we can test 5x more creative variations per month than a traditional agency — finding winners faster.
- Competitor Intelligence: AI monitors competitor pricing, ad copy, keyword targeting, and listing changes across all channels daily. You know what your competitors did yesterday, not last month.
- Reporting Automation: Campaign data from Amazon, Google, Meta, TikTok, Shopify, and Klaviyo is automatically aggregated into unified dashboards. Your weekly report doesn’t require a human spending 3 hours pulling data — it’s generated automatically, so your strategist spends that time on analysis and recommendations instead.
- The cost impact: AI-native operations mean our per-client delivery cost is 40-60% lower than traditional agencies. We pass this advantage to you as either lower pricing or deeper service for the same budget.
How We Work
Free Performance Audit
We analyze your current advertising accounts (Amazon, Google, Meta — whichever apply) and provide a detailed report: where budget is being wasted, what opportunities exist, and what we’d do differently. This audit takes 24-48 hours and is free.
Strategy & KPIs
We build a performance marketing strategy tied to YOUR business goals — not generic benchmarks. If your goal is to grow revenue by 50% while maintaining current profitability, that’s what we optimize for. If your goal is to reduce customer acquisition cost by 30% to fund a product launch, that’s a different strategy. We define KPIs together before any ad dollar is spent.
Execute
Your dedicated team activates and manages campaigns across all channels. Optimization happens daily, not monthly. You get real-time visibility into performance through dashboards and regular reporting.
Scale
As performance proves out, we expand: new channels, new markets, new product categories, and advanced strategies (DSP, AMC, influencer partnerships, TikTok Shop).
Pricing
Starter
Single-channel brands spending up to $10K/month on ads.
$2,000/ month
What’s included in:
Campaign management for one platform
Bi-weekly reporting
Bi-weekly calls
AI-powered bid optimization
Growth
Multi-channel brands spending $10K-$50K/month on ads.
$5,000/ month
What’s included in:
Amazon + Google + Meta management
Email/SMS setup and management
Weekly reporting and calls
AI-powered optimization across all channels
CRO testing (2 tests/month)
Scale
Established brands spending $50K+/month on ads.
$12,000/ month
What’s included in:
All channels including DSP and TikTok
Advanced AMC analytics
Dedicated 4-6 person pod
Daily Slack communication
Weekly calls
Comprehensive CRO program (3-4 tests/month)
Quarterly strategy reviews
SEO Foundation
$3,000-$5,000 (one-time)
What’s included in:
Technical SEO audit
Structured data implementation
Keyword strategy
On-page optimization for top 20 pages
Email/SMS Setup
$2,500-$5,000 (one-time)
What’s included in:
Klaviyo implementation
Core flow build
Template design
List migration
30-day campaign calendar
Scale
$2,000-$4,000(4-week engagement)
What’s included in:
Data collection setup
4 A/B tests run and analyzed
Implementation of winners
Optimization report with next-step recommendations
Frequently Asked Questions
There’s no universal answer, but a reasonable starting framework: invest 10-20% of gross revenue into advertising if you’re in growth mode, 5-10% if you’re in maintenance mode. More important than the total budget is how it’s allocated across channels and how efficiently it’s spent. We’ve seen brands spending $50K/month with worse results than brands spending $15K/month — because the smaller brand had a better strategy.
If you sell on Amazon: start with Amazon Sponsored Products. It’s the highest-intent, highest-ROAS channel available because buyers are already searching for products to purchase. If you’re a DTC brand on Shopify: start with Meta Ads for prospecting and Google Shopping for high-intent capture. Add channels as budget and data allow.
PPC results appear almost immediately — within 1-2 weeks you’ll see traffic and initial sales data. But meaningful optimization takes 60-90 days as we collect enough data to identify patterns, test hypotheses, and refine targeting. SEO takes longer — typically 3-6 months to see significant ranking improvements from content and technical optimization.
ROAS (Return on Ad Spend) measures revenue per dollar spent on ads. A 4x ROAS means $4 in revenue for every $1 in ad spend. But ROAS doesn’t account for product cost, shipping, fulfillment fees, or overhead. A 4x ROAS on a product with 25% gross margin means you’re barely breaking even after ad costs. We optimize for contribution margin — revenue minus COGS minus ad spend — not headline ROAS.
No. We recommend starting with 1-2 channels, proving profitability, then expanding. Most brands see the best results from: Amazon Ads (if selling on Amazon) + one acquisition channel (Meta or Google). TikTok, DSP, and additional platforms are scaling channels, not starting channels.
We track: organic impressions and clicks (GSC), keyword ranking positions for target terms, organic revenue as a percentage of total revenue (GA4), and new keyword discovery (queries the site starts appearing for that it wasn’t before). We also monitor AI citations through Bing Webmaster Tools. SEO is a long game — we measure in quarterly trends, not weekly fluctuations.
GEO stands for Generative Engine Optimization — the practice of optimizing your content to be cited by AI search engines like ChatGPT, Copilot, Perplexity, and Google AI Overviews. As more consumers use AI assistants to research products and brands, being cited in AI responses becomes a significant traffic and trust signal. We optimize for GEO through structured data, FAQ sections, entity clarity, and authoritative content.
Yes. Our advertising management services work with any e-commerce platform: Shopify, WooCommerce, BigCommerce, Magento, or custom stores. We also manage Amazon advertising independently of any DTC presence. The majority of our advertising clients sell on Amazon, but we adapt to whatever platform you’re on.
Spending money on ads but not sure it’s working?
Get your free performance audit. We’ll analyze your ad accounts and show you exactly where budget is being wasted and where the growth opportunities are.