Marketing & Advertising

The marketing of an ecommerce business is paramount to its success. Our coverage includes insights on email marketing, content marketing, pay-per-click advertising, social media marketing — Facebook, Twitter, Instagram, Pinterest — affiliate marketing, video advertising, and much more.

Content Marketing | Email Marketing | Google Ads | Influencer Marketing | Social Media
  • Marketing & Advertising Consulting Director Ed Dawidowicz

    November 20, 2006 •

    Ed Dawidowicz, senior consulting director for, provides a series of do-it-yourself tips to improve usability and customer experience at your website. He recently spoke with Practical eCommerce’s Mitch Bettis ...

  • Marketing & Advertising

    The Truth About Optimization

    September 11, 2006 •

    Gaining good positioning with the search engines is one channel for increasing your online business — but it’s not an end in itself. Your ultimate goal isn’t to increase traffic, but to increase sales, and thereby, profit margins. Will Reynolds of SEO consulting firm, shed...

  • Google Ads

    Tips & Tricks for Discovering Lowcost Keywords

    July 1, 2006 •

    Keywords are considered the lifeline of any successful pay per click campaign. If you select the wrong ones, you can zip through your entire advertising budget without getting anything in return. If you choose the right ones, you can beat your competition to the punch and get a better R...

  • Marketing & Advertising

    Pay-per-click Tools Maximize Your Time

    February 1, 2006 •

    As a business owner and entrepreneur, you know that there are two things you can always use more of - money and time. While you are likely to increase the first item by reading this column, you can also free up more time by automating the management of your search marketing campaigns. ...

  • Marketing & Advertising

    Be Careful of the Number 1 Spot

    January 1, 2006 •

    Pay-Per-Click advertising works in an auction-based format, since there are a number of advertisers competing for the same keywords. The higher you bid, the higher your ad will appear. Bids can range anywhere from a few cents to several dollars per click, based on how competitive the in...

  • Marketing & Advertising

    Google AdWords: 3 Ways to Improve Your ROI

    December 1, 2005 •

    We manage a number of Google AdWord accounts for our clients, and I almost always find the same problems when we take over a new account. So “from the trenches”, here are 3 key principles that will help you have a prosperous new year with your Google AdWords. Split Test Your Ads Googl...

  • Marketing & Advertising

    eCommerce Marketing: Use Email, Blogs and RSS Together

    December 1, 2005 •

    Think of things that just naturally go together and what comes to mind? Peanut butter and jelly for one, ham and cheese for another. How about a hammer and nails or a table and chairs? In terms of online marketing, two strategies go together equally as well: email and blogs. Email is t...

  • Marketing & Advertising

    Use Google’s Site Targeting

    December 1, 2005 •

    Google advertisers, rejoice! If you ever wished you could pick and choose which sites across Google AdSense network your ads will appear, now you can! In a recent development, Google AdWords introduced a new advertising model called Site Targeting, which gives you the ability to target...

  • Marketing & Advertising

    Search Engine Indexing with Sitemaps

    October 1, 2005 •

    One of the most common problems ecommerce websites have with rankings is that portions of their websites are not included in the search engines. The cause can be any of a variety of reasons that range from complicated URL strings to slow server response or lack of a proper internal link...

  • Marketing & Advertising

    Basics of Search Engine Optimization

    September 1, 2005 •

    Understanding how can you get a substantial increase in "free" website traffic through basic search engine optimization begins with the fundamentals. These recommendations assume a site does not possess any technical issues that may cause a search engine to avoid indexing it or to not i...

  • Email Marketing

    A Simple Way to Format HTML E-Mail Newsletters

    January 1, 2000 •

    I hesitate to provide a guide to formatting HTML e-mail for one reason: there's little else about this on the Web, and the article is likely to produce a torrent of phone calls and e-mail inquiring about further details.