A successful ad campaign can bring more orders. It can also expose unclear product information, stretched suppliers and a warehouse struggling to keep up.
Getting more from paid media means understanding what happens after someone clicks, and whether your business is ready for the growth you’re paying for.
That was a central theme of our Buying Attention That Converts webinar. Kubix’s Jess and Hasan joined Ruth, Brand Manager at Vintage Sofa, to discuss the decisions behind the brand’s approach to paid media, from improving its website to knowing when to hold back on spend.
Give your existing visitors a better reason to buy
Before investing in paid media with Kubix, we worked with Vintage Sofa to improve their Shopify store. The priorities included clearer product information, stronger photography, reviews and a better presentation of what made the brand different.
Paid media followed around six months after the re-theme.
As Ruth explained: “We really want to take care of the current visitors before we scaled up.”
It’s a useful starting point for any eCommerce paid media strategy. Before increasing traffic, look at what might be stopping the people already visiting from purchasing. Can they understand the product? Find delivery information? Feel confident enough to place an order?
Those answers help you decide where the next investment belongs.
Choose products your business can confidently scale
The products you advertise influence far more than your campaign results.
Ruth described how Vintage Sofa’s product selection has become increasingly deliberate, considering profit margins alongside lead times, stock availability, quality and supplier reliability.
A product might attract plenty of orders, but if its supplier cannot meet demand, a successful campaign can quickly create delays and customer service problems.
Before putting more budget behind a product, ask:
- Does its margin leave room for customer acquisition costs?
- Can stock and suppliers support an increase in orders?
- Can you maintain the delivery promise customers are buying into?
Sharing that information with your paid media team gives them a stronger basis for deciding what to promote.
Build your channel mix around how your customers buy
There is no fixed percentage of your PPC budget that should always go to Google, Meta or Pinterest.
In the webinar, Hasan explained how Google can capture customers searching for a particular product, while paid social can introduce people to a brand and help them picture its products in their lives.
Vintage Sofa’s budget is weighted towards Google, with Meta and Pinterest also playing a role. That balance continues to change as the team learns what works.
Creative needs to reflect those different buying situations. Someone discovering a sofa through an inspirational room setting may need different information from someone searching for a specific style.
That makes the images, video and messaging you supply an ongoing part of campaign development. Our article on how ad creative influences eCommerce paid ads performance explores how to bring more structure to testing paid media creatives.
Give customers a reason to act that suits your business
With Christmas delivery deadlines affecting bespoke products, the brand was bringing offers forward to fit its manufacturing timelines. Ruth also discussed plans for tiered gifts with purchase and reduced delivery fees, supporting conversion and average order value while protecting the value of the furniture.
The lesson for paid media is to build campaigns around an offer your business can deliver profitably. Your products, margins and fulfilment timelines should help shape both the message and when it runs.
As a full service Shopify Agency, Kubix connects paid search, paid social, creative and the customer journey with the wider needs of your business.
Explore our paid media services to see how we can help you make more informed decisions about where to invest next.
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