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 | Influencers & Affiliates | Social Media
  • Influencers & Affiliates

    The PeC Review: Google Affiliate Network is an Effective Marketing Tool

    March 3, 2009 •

    Affiliate network marketing offers online retailers an effective, performance-based advertising channel with good conversion rates and a propensity to boosts sales. Like many affiliate programs, the Google Affiliate Network connects merchants with a network of website publishers. Aff...

  • Social Media

    Ecommerce Know-How: Use Facebook, LinkedIn to Promote Your Store

    February 23, 2009 •

    Online communities like Facebook, LinkedIn, and Tangle allow members to join groups, post content, and respond to other's activity. While some marketers have tried to exploit the media, there are positive ways for online merchants to participate in linking networks and build stronger re...

  • Social Media

    Social Media: Listening is the New Marketing

    February 18, 2009 •

    Marketers are known for talking, not listening. That is not to suggest we have not used tools like focus groups, user surveys or other research instruments in the past. It's just that, in the era of the participatory web, listening is not an option; it is a mandate. It provides great ...

  • Social Media

    Ecommerce Know-How: Social Media as a Marketing Tool

    February 9, 2009 •

    An integrated social media marketing strategy can help you and your ecommerce site increase brand visibility, improve customer loyalty, and gain important insights about the markets you serve. And with the dramatic growth in social media traffic, ecommerce merchants would be smart to in...

  • Google Ads

    How to Expand Your PPC Keyword Portfolio

    February 3, 2009 •

    Paid search is all about keywords. The more targeted keywords you have in your accounts, the more sales you are likely to realize from pay-per-click advertising. Invest just 10-20 minutes per day reviewing new keyword ideas – it will pay off big time in the long run. Below is a list of...

  • Email Marketing

    The PeC Review: MailChimp is a Full-Featured Email Campaign Manager

    January 28, 2009 •

    MailChimp offers a complete email marketing solution that is simple and inexpensive enough for small businesses but powerful enough for fairly large Internet merchants with sales of $5 million per year or more. According to its staff, MailChimp has over 60,000 users. It manages lists...

  • Content Marketing

    Ecommerce Know-How: Customer-Centric Content as Link Bait

    January 26, 2009 •

    Online shopkeepers can use good customer-oriented content to improve PageRank and increase sales. In the world of search engine optimization (SEO), link baiting is the practice of creating web content that is virtually irresistible to bloggers, Diggers, or other members of the linkerat...

  • Marketing & Advertising

    Ecommerce Know-How: Start a Buzz with Word-of-Mouth Marketing

    January 20, 2009 •

    Consumers talk. There is nothing you or anyone can do about it. The shoppers who visit your store and purchase your wares will tell their friends and acquaintances about it if they are given a chance. This phenomenon is nothing new. But marketers are starting to understand how to use th...

  • Marketing & Advertising

    PeC Traffic Report: Advertising in the Post-Interruption World

    January 16, 2009 •

    Advertising has changed. Companies can no longer simply interrupt consumers with advertising messages and expect them to march off and buy something like little credit-card wielding lemmings. But ad tactics that reach out to customers when they're already interested or that tell authent...

  • Marketing & Advertising

    SEO Report Card:

    January 5, 2009 •

    This month’s report card is, an ecommerce site dedicated to closeout winter goods ranging from skis and snowboards to winter apparel. The site is very pleasant to the eye with large, expansive photos of wintry scenes and skiing action. But how does it do in terms of S...

  • Marketing & Advertising

    Voice Recognition Software: Just "Talk It Out"

    December 29, 2008 •

    Having good content on a website is always important because it is that content upon which both search engines and customers make decisions about your website. The better it is – with regards to focused keywords, information, and style – the more likely a website is to draw search users...

  • Google Ads

    My Favorite Pay-per-click Blogs

    December 18, 2008 •

    It seems as though there are a million blogs. In fact, last time I checked, Technorati was reporting that over 120,000 new blogs are created every single day. That's about 1.4 new blogs every second. With so many blogs out there, which pay-per-click blogs are the most helpful? To help...

  • Marketing & Advertising

    SEO Report Card:

    December 5, 2008 •

    Packaging becomes particularly important at this time of year when many of us are shipping gifts for the holidays. I’ve lived in several parts of the country and I don’t much do cards. I’m the type to either ship a gift package or send an email greeting. With that in mind, the website f...

  • Google Ads

    Advertising in Recession Leads to Competitive Advantage

    December 3, 2008 •

    Economic anxiety and a lack of insight have prompted some online retailers to slash their advertising budgets. However, when fewer of your competitors are investing in advertising, you can step up and command a market, improving sales now and in the long term. In a notable study that i...

  • Marketing & Advertising

    SEO Report Card: Stresses Social Media

    November 13, 2008 •

    I like parties, and Social Couture is a high-end party supply website. On its corresponding MySpace site (always a good thing to have, but especially important if your gig is party supplies) Social Couture says, “whether your style is traditional or modern or whether your guests are you...

  • Google Ads

    Interview: Pay-per-click Expert On 2nd Tier Ad Sites

    October 8, 2008 •

    Recently I sat down with Jeremy Mayes, the author of In addition to writing the blog, Mayes has used paid search to sell millions of dollars of products and has generated millions of leads for various industries. I asked him about 2nd tier pay-per-...

  • Marketing & Advertising

    SEO Report Card:

    September 29, 2008 •

    I went on a hike this weekend and it was a lot of fun—until the next day when I began to feel as if I had participated in something more like a death march. My leg muscles were so sore, it was tough to trek through the grocery store in search of ibuprofen. In honor of my pain (it’...

  • Google Ads

    Seven Tactics to Boost Online Banner-ad Response Rates

    September 26, 2008 •

    Ecommerce has been the great equalizer for retailers—a small book store in Iowa can oftentimes compete with Barnes & Noble, Borders, and Amazon for customers in New York, Los Angeles, Chicago or the world, but equality isn't always good. There are times when it's good to have a comp...

  • Marketing & Advertising

    Coordinate Pay-per-click Advertising With SEO Efforts

    September 19, 2008 •

    The goal of a pay-per-click advertising campaign is to attract qualified traffic to a website in an effort to have searchers convert on a desired action. That action could be a sale, filling out a lead form, requesting information and so forth. The goal of search engine optimization i...

  • Social Media

    Social Media Marketing

    September 9, 2008 •

    Something my employer at Bizzuka said recently sparked my thinking. "What you're doing (in terms of marketing) will not just help us create greater awareness among prospects, but among those considering coming to work for us," he said. It caused me to realize that marketing, especial...

  • Marketing & Advertising

    SEO Report Card:

    September 8, 2008 •

    Starwest Botanicals’ home page begins with this statement: “Starwest Botanicals is your on-line supply source for bulk herbs and natural products. Bulk organic herbs, organic spices, loose leaf organic teas, organic essential oils and aromatherapy supplies are part of the almost 3000 na...

  • Marketing & Advertising

    Cleverbridge VP On Selling Digital Products

    September 5, 2008 •

    Craig Vodnik is vice president, North America, for Cleverbridge, an ecommerce platform that helps online merchants sell software, music and other digital products. Vodnik joins Practical eCommerce’s Kerry Murdock,

  • Marketing & Advertising

    SEO Report Card:

    August 5, 2008 •

    I don’t spend a lot of time shopping on baby-oriented gift sites, but I get a lot of requests for report card reviews from them. This will not only be the first time I’ve reviewed a baby site, but an Australian site as well. I was taken with the pleasant design, especially the cute baby...

  • Google Knol: An SEO Perspective Marketing & Advertising

    Google Knol: An SEO Perspective

    August 4, 2008 •

    I first wrote about Google Knol here at Practical Ecommerce in January 2008, before it was open to the general public. Now that it is live, the Knol project is worth revisiting because of its potential search engine optimization ramifications. As has been well documented, Knol is a n...

  • Email Marketing

    Growing Your Email Subscriber List With Contests

    July 28, 2008 •

    Cultivating a solid, permission-based email list can take a lot of time. So some businesses understandably get impatient waiting around for their lists to grow. For these businesses, online contests may be an attractive quick fix. As an example, let’s say a newly launched shoe e-retail...

  • Social Media

    Ratings And Reviews Engage Your Visitors

    July 24, 2008 •

    Trust in word-of-mouth recommendations is at an all-time high. Public relations firm Edleman says in its 2008 Trust Barometer study that “a person like me” is still the most trusted source for information about a company and its services or products. While the most influential form of ...

  • Google Ads

    Pay-per-click Advertising: The Top 100 Keyword Phrases

    July 22, 2008 •

    Last time I checked, is reporting that someone is bidding $51.66 per click for phrase “conference calling companies.” Are you bidding on words like this, which is one of the most expensive keyword phrases? Let’s take a look at the most expensive pay-per-click keywords and wha...

  • Social Media

    Social Media Wheels Keep On Turning‚ And Fast!

    July 16, 2008 •

    My social media journey started with blogs, then LinkedIn, MySpace, YouTube, Facebook, a few other social networks, social sharing and bookmarking sites thrown in, then Twitter and now, Plurk. Sound familiar? How the wheels of social media evolution do turn. It's hard to keep up. Aft...

  • Social Media

    Never Edit Your Own Stuff

    July 15, 2008 •

    How many times has this happened? You compose a blog post, usually in a hurry, then hit the submit button, only to read it later and wonder how in the heck you missed what is a glaring error. I am the world’s worst. Years ago, a veteran magazine editor gave me this advice, “Never edit y...

  • Marketing & Advertising

    SEO Report Card:

    June 17, 2008 •

    I’m a musical gear-aholic. My apartment is littered with instruments leaning against walls, stashed in corners, and propped up in closets. I’ve never met a guitar or keyboard I didn’t like. Having said that, while I frequent online music malls, I’ve never shopped at That s...