E-commerce marketing — online store advertising
Online store advertising works like connected vessels. That is why our approach is comprehensive — from the audit, through channel selection (Google Ads, PLA product campaigns, remarketing, comparison engines), to feed and profitability optimization. Campaigns are run by the ICBM Polska team — a Google Premier Partner since 2014 with over 1,000 campaigns delivered. Thanks to our own CSS, the cost per click on product ads is up to 20% lower.
What is e-commerce marketing
E-commerce marketing means running an online store's advertising across multiple channels simultaneously. Store advertising works like connected vessels — the product campaign attracts ready-to-buy shoppers, remarketing recovers the undecided, the Display Network builds reach, and search captures specific purchase queries. Only when these channels work together does the store achieve repeatable, profitable sales.
Our experience running campaigns for dozens of online stores shows that the result is decided not by any single channel, but by the quality of the product feed, smart assortment selection relative to margins, and consistent optimization of cost per order. That is why we start store marketing with an audit and goals — not by switching on the first campaign that comes to hand.
What online store advertising covers
Effective e-commerce marketing is a set of activities working in concert. When running an online store's advertising, we handle among other things:
- PLA and Performance Max product campaigns — showing the product with its photo, price and store name, with feed management in Google Merchant Center.
- Search campaigns — sponsored links on specific purchase-intent queries that capture ready-to-buy customers.
- Remarketing — winning back people who viewed products or abandoned their cart without completing the order.
- The Display Network and Display & Video 360 — building reach and brand awareness across millions of websites.
- Price comparison engines and our own CSS — lowering the cost per click on product ads by up to 20%.
- Feed and profitability optimization — keeping product data accurate, and tracking ROAS and cost per order by channel.
Want to grow sales in your online store? We will prepare a free campaign quote.
Get a free quoteWhich advertising channels work in e-commerce
For an online store the foundation is usually the PLA product campaign, which presents a specific product with its photo, price and store name — reaching people ready to buy. It is complemented by search ads on purchase-intent queries and remarketing, which recovers users abandoning their carts. To build reach and brand recognition we use the Google Display Network. We set the mix and proportions of these channels based on your product range, margins and sales goals.
Why our own CSS lowers costs
CSS (Comparison Shopping Service) is Google's partner program for price comparison engines, through which product campaigns are served. We use our own CSS solution — so the cost per click on product ads is up to 20% lower compared to standard Google Shopping. For the same ad budget, your store gets more valuable visits, which translates directly into campaign profitability.
We measure sales, not clicks
In e-commerce, profitability is what counts, so our work is fully measurable. We track sales value, order count, ROAS and cost per order broken down by channel. We help build a business model and KPIs based on real sales results, reallocate budget to the most profitable sources, and run Google Analytics training. You will find concrete results of our campaigns in the results section below.
See how comprehensive e-commerce marketing can grow sales in your store.
Let's talk salesComprehensive support for your online store
Comprehensive support
We start the process with an SEO and Google Ads audit, defining goals, selecting channels and formats, and ongoing campaign optimization.
Business model
We know how important the right profitability of each marketing channel is for online stores.
Assortment optimization
We watch product competitiveness and select the assortment by margin and sales potential.
Measurable results
Our work is fully measurable — sales value, order count, ROAS and cost per order.
Additional tools
We implement tools supporting sales and feed management, such as optimizexml.com and Search Ads 360.
Transparency
We offer clear terms of cooperation. No extra hidden costs. Open-ended contract.
What we can offer you
Certifications and experience
We have already delivered more than 1,000 campaigns for companies across many industries, so you can be sure the campaign we build for your project follows innovative methods and high standards.
Online marketing strategy
We create an online marketing strategy and help define the metrics that objectively measure the effectiveness of our work — online sales, enquiry submissions, phone calls, e-mail clicks.
Business advisory
Our primary goal is to achieve the best possible results for you and your company. Working with us, you receive substantive business support along the way.
Google Premier Partner
We have been a Google Partner since 2014 and a Google Premier Partner from 2017 to 2026. We actively took part in the Google Partner Rising Stars and Digital Champion programmes.
AI-powered advertising campaigns
The campaigns we manage include text ads, display ads and bidding strategies — automated and powered by Google AI. We also actively use AI-based LLM models to deliver better campaign results.
How we work
Building a Google Ads campaign
Why ICBM Polska
Data Driven
Using data allows us to increase the ROI and revenue of your marketing activities — and that translates directly into business growth.
Dedicated account manager
We have many years of experience growing companies through online advertising. Your dedicated account manager continuously oversees the delivery of your business goals.
Machine Learning / AI
Only with innovative Machine Learning / Google AI solutions (self-learning systems) can campaigns keep adapting to rapidly changing consumer behaviour.
Web analytics
Skill and talent, combined with the effective use of user data, let us consistently uncover opportunities for additional online revenue from new marketing initiatives.
Results that speak for themselves
Frequently asked questions
What does e-commerce marketing involve?
Which Google Ads campaign types work for an online store?
What is your own CSS and how does it lower advertising costs?
Do you optimize the product feed?
How do you measure e-commerce campaign profitability?
Do I get access to the Google Ads account?
Who do I pay the Google Ads budget to?
I don't have a Google Ads account. Who creates the ad account?
What happens to the Google Ads account after we stop working together?
What does the Google Ads campaign management service include?
How long is the contract?
Which billing model do you prefer?
After what period can the campaign be evaluated?
How is campaign reporting handled?
Do you have a price list for your services?
