All the Best Channels for Ecommerce Marketing – Part 2

In Part 2 of this series, we introduce four more of the best channels for Ecommerce marketing: Google Local Inventory Ads, Social Media Ads, the newer trend in Social Media In-App Shopping, and the old tried-and true standby, Email Marketing.

Google Local Inventory Ads

Google’s Local inventory ads are designed to surface local product and store information to online users when the item they’re searching for is available nearby.

Whether a user is on their mobile device or on a computer, Google’s location-targeted search algorithm causes local inventory ads to appear. This works when the user adds a location to a browser search term such as Miss Dior perfume or selects Google’s newer search feature, [Miss Dior] Nearby.

That same search term will work in a Maps app (Google or Apple), which yields a display of all the store locations of places nearby that sell that item. If you are participating in LIA’s, your location will display more prominently in a popup or sidebar, with all the enhanced extras included. 

Go here to learn about how to qualify for the LIA program.

Social Media Ads

When it comes to social media advertising, there’s still nothing like Facebook to expose your products to a mass audience of engaged users browsing in a place where they like to spend time and hang out.

However, be aware that Facebook’s user demographics have started to skew towards older users — think parents and grandparents. TikTok is now used by more teenagers in the U.S. than Facebook.

One of the reasons why social media is so powerful is because of how granular they can be with targeting. Facebook, for example, lets you target users on very specific lifestyle and behavioral patterns. Its Dynamic Ads algorithm goes one step further: the right product is always shown to the right user at the right moment.

All of the major Social platforms offer advertising opportunities. You know your products and (hopefully) your customers, so choose the one(s) with the most appropriate fit:

  • Facebook for Millennials and Baby Boomers
  • Pinterest for women and any creative types seeking inspiration
  • TikTok for Gen Z’ers
  • SnapChat for Gen Z and Millennials
  • Instagram for creative types, mostly under 50

(New): Social Media In-App Shopping


Facebook has been busy the past year turning Instagram into an online marketplace. As we’ve described before, Instagram’s Shopping feature enables a user to click on a tagged product, whereupon they’re redirected to a product description page with the magic “Buy” button.

From there they’re taken to the merchant’s store, or, for some select brands, to a universal shopping cart mixed with items they’ve selected from other stores. This option happens through Instagram’s new Checkout feature, where Instagram stores the payer’s information for all future purchases and handles the merchant transaction for a small processing fee. It’s not available to all etailers yet but is expected to expand soon.


Pinterest has been busy monetizing with two new product listing features: Buyable Pins and Rich Pins.

For Buyable Pins, items you display that are available in your online store will feature a bright blue “Buy it” or “Add to bag” button. The price is listed right underneath the image of your item.

Rich Pins code to your Pinterest account and website to make pinning your products more accurate. They pull in real-time price information, photos, availability, location, etc., to help buyers interested in a purchase.

Buyable Pins are easy to spot and make it simple to complete a purchase. Shoppers can add items from multiple businesses to a single Pinterest shopping cart, and then go through their checkout via either mobile or desktop.


Facebook also just launched a catalog feature for its WhatsApp messaging app. It doesn’t yet have a Checkout feature like Instagram, but things are moving in that direction. For now, transactions will still occur elsewhere. But small businesses, the main users of the free WhatsApp Business app, can now display a “mobile storefront” showcasing their wares with images and prices.

The catalog feature is available to businesses using the WhatsApp Business app on both Android and iPhone. It’s only live now in the U.S., U.K., Brazil, Germany, India, Indonesia, and Mexico, though it should be rolling around the world soon.

Email Marketing

Email marketing is a good tried-and-true strategy for getting former or current customers to buy more stuff from you, and it has yet to go out of style. It also works well as a coordinated strategy with retargeting campaigns where you were able to capture the customer’s contact information before they abandoned their cart.

Since these users have already provided you with their email address, they are much more likely to make a purchase from you in the future.

By segmenting your lists in email marketing, you can send different messages based on behavior-based triggers. For example, shopping cart abandoners may get a reminder, while shoppers who have a birthday might get a discount coupon. Take it one step further, and you can create a complete nurturing campaign to act as a funnel for turning browsers into buyers.

Many ecommerce operating softwares such as Magento, Shopify, and now Squarespace offer email marketing as one of their functionalities. If you need a standalone email automation platform, some of the most popular for Ecommerce businesses are MailChimp, ActiveCampaign, and Omnisend.

How to determine which channels are best for your business, right now

Who is your target audience? What’s their preferred channel? Does the channel offer targeting flexibility?

Which channels are your competitors using? Think about why.

How big is your marketing budget? If your budget is tight, consider starting with channels that enable you to capture the lowest hanging fruits such as retargeting and search channels.

What are your available resources and what is your time frame? Text ads require fewer resources than display or video ads, but they still must be optimized.

Pulling it all together with less effort

Feed management software can help you manage a large number of channels, without spending excess time and resources on manual tasks or support from IT.

Shopping Feed syndicates search-optimized product listings on all of the world’s most powerful marketplaces, syncs and refines inventory data, and eases fulfillment with automated workflows.  Contact us for more info:  (920) 333 3488