Top 7 Channels for Promoting an Online Store in 2025

Google Ads is a platform for placing contextual and media ads that help build a sales funnel and address marketing tasks at various levels.

Contextual advertising refers to ads that are shown to users based on their previous actions within Google’s ad network. These ads can appear on websites, in mobile apps, on YouTube, or in search engine results, based on algorithms that analyze the content of the page or the user’s interests.

There are two types of contextual advertising:

1. Search-based advertising — Displayed when a user enters a specific search query on Google. It assumes that the audience is highly interested in making a purchase at the moment of the search.

2. Behavioral advertising — Displayed on websites or apps that the user browses, based on their past behavior and interests.

The effectiveness of a Google Ads campaign depends on several key elements:

● Keywords and phrases: The goal of contextual advertising is to maximize relevant ad impressions by using specific keywords that match what the target audience is searching for. Google uses these to determine who sees your ads.

● Ad content: Text, images, or videos displayed in the ads appear on various websites, YouTube videos, or search results. These ads usually contain a headline, description, and a link to a relevant product or service.

● Auctions: Advertisers bid on keywords, and Google determines which ads to show based on these bids. The auction determines the cost per click (CPC). Advertisers pay for clicks, not impressions. The higher the bid, the more likely it is that the ad will be shown to users.

In Google Ads, your strategy should always be built around a well-defined set of keywords, known as the semantic core, that aligns with what potential customers are searching for. Based on this semantic core, we recommend launching campaigns for the following types of queries:

Facebook Ads is a platform that helps businesses promote products and services online. Through Facebook, businesses can advertise websites, mobile apps, product catalogs, lead forms, communities, and media content. Ads are displayed across all platforms in the Facebook ecosystem, including:

● Facebook itself
● Instagram
● Messenger
● Audience Network
● Facebook’s third-party apps and websites (via the Audience Network)

1. User data collection by Facebook

Facebook collects data through various methods, including profile information, interactions with pages, participation in groups, actions like purchasing or searching, third-party websites, app usage across Facebook’s platforms (Instagram, WhatsApp, Messenger), location data via check-ins and device services, in-app purchases, data from advertisers and market research, voice and audio data from interactions, cookies and browser fingerprinting, offline purchase data, and phone numbers or emails shared by businesses for targeted advertising.

2. AI-Driven audience segmentation

Facebook’s AI uses this collected data to group users based on different parameters. These parameters help create audience segments that are ideal for targeted advertising. This allows advertisers to reach specific groups with tailored messages.

3. Access to data across Facebook’s platforms

Facebook has access to user data from its entire ecosystem, including Facebook, Instagram, Messenger, and other properties. This extensive data enables advertisers to target users with a high degree of precision, based on factors such as device type, location, or even specific brand interests.

4. Ad targeting parameters

Advertisers can set up Facebook ads to appear to a specific audience using parameters like gender, age, location, interests, behaviors, job titles, education, family status, etc. This level of targeting helps ensure ads reach the right people at the right time.

The primary goals of targeted advertising are to attract potential customers with minimal costs and drive them to take specific actions, such as clicking a link to your website, making a purchase, or submitting their contact information. To achieve these goals effectively, it’s essential to properly configure your ad campaign settings and select the right tools within the Facebook Ads platform.

Audience Targeting Options:

1. By location

Facebook allows you to target users based on their location. You can choose specific countries, regions, cities, or even narrow it down to a particular radius around a location. Facebook determines the location using users' IP addresses, GPS data, and other location signals.

2. By age and gender

Facebook’s system uses data from user profiles to determine age and gender, allowing you to tailor ads to the most relevant demographics. This helps in targeting users who are most likely to be interested in your product or service.

3. By interests and behaviors

If a user has shown interest in topics related to your business (such as fitness, technology, or shopping), you can target them based on these behaviors. Facebook analyzes user interactions, such as likes, follows, and engagement with related content, to create interest-based segments.

4. By device

If you're promoting a mobile app or a product for specific devices, you can set targeting options based on device type, operating system, and even the brand of the device. For example, you can target iPhone users or those with specific Android models.

5. By keywords and search behavior

You can target people based on their search behavior and interactions within the Facebook ecosystem. If they have shown interest in specific products, brands, or services, Facebook will serve your ad to users with relevant search.

In Facebook Ads, you can run ads with photos, videos, carousels of images or product cards, long or short descriptions, call-to-action buttons linking to websites, and other ad formats. For e-commerce businesses, the most commonly used formats are:

1. Universal Ads (text, image, or video), which automatically adapt to fit all available placements across Facebook's ecosystem (e.g., Feed, Stories, Instagram, Audience Network).

2. Carousel Ads featuring product cards pulled from a product feed, allowing users to swipe through different items.

When setting up targeted ads, we recommend using the following strategies:

● Target by interests and behaviors: Instead of relying solely on specific keywords, target users based on their interests and online behaviors. For example, if your business sells outdoor gear, you could target users interested in hiking, camping, or other outdoor activities.
● Retargeting visitors: Set up retargeting campaigns to show ads to users who visited your site in the last 90 days. You can display product cards, special offers, or promotions to re-engage these users.
● Dynamic retargeting: This type of targeting allows you to show ads for products users previously viewed but didn’t purchase. Facebook automatically shows the specific product ads that match users' past interactions with your website or app.

For Facebook Ads, moderation and compliance with its advertising guidelines are critical to ensure your ads run successfully. Here are some key principles and requirements you should be aware of: Introduction to the Advertising Standards.

The Google Display Network (GDN) is a powerful platform for showing media-rich ads, including banners, images, and videos, across a vast network of over 2 million websites, mobile apps, and YouTube. It’s designed to build brand awareness, drive traffic, and support your marketing goals at various stages of the sales funnel.

Unlike contextual advertising, which targets users based on specific search queries or immediate intent, GDN focuses on broader reach and strategic placement. Ads are displayed based on user demographics, browsing behavior, or interest groups, making them an excellent choice for engaging potential customers who may not yet be actively searching for your product or service.

1. Targeting Approach:

- Contextual Ads: Serve ads based on keywords or the content of a specific webpage the user is currently viewing. These ads are highly intent-driven.

- GDN: Uses audience targeting (demographics, interests, remarketing) to display ads on websites or apps within its network, regardless of the specific content being viewed.

2. Ad Formats:

- Contextual Ads: Primarily text-based ads (like search results) but can include some video or image ads depending on the context.

- GDN: Focused on media-rich ads like banners, animations, and videos to create a visually engaging experience.

3. User Intent:

- Contextual Ads: Target users with immediate purchase or informational intent, based on search terms or website content.

- GDN: Targets potential customers who fit specific profiles or interests, even if they aren’t actively searching for a product or service.

4. Placement:

- Contextual Ads: Appear in search results, YouTube, or as text-based ads on content-relevant websites.

- GDN: Appears on partner websites, YouTube, or apps, often as banners or media ads, independent of the specific content being viewed

Google Display Ads offer a wide range of features and capabilities that help businesses reach their target audience effectively. Here’s a breakdown of its main functionalities:

1. Broad reach

Google Display Ads can reach over 90% of internet users across millions of websites, apps, and YouTube. This extensive network ensures your ads are seen by a large and diverse audience.

2. Diverse Ad formats

Google Display Ads supports various formats, including:
● Responsive Ads: Automatically adjust to fit different placements and formats.
● Image Ads: Use eye-catching visuals to attract attention.
● Video Ads: Combine visuals and sound for engaging experiences.
● Interactive Ads: Encourage user engagement with interactive elements.

3. Cost-Effectiveness

With flexible bidding strategies, you can optimize for:
● Clicks: Pay only when users click on your ad.
● Impressions: Pay for ad visibility, ideal for brand awareness.
● Conversions: Optimize for actions like purchases or sign-ups.

4. Performance tracking

Google Display Ads provides robust analytics tools to:
● Monitor impressions, clicks, and conversions.
● Assess the performance of different targeting strategies.
● Optimize campaigns for better results.

5. Integration with other Google products

Easily integrate with Google Analytics, YouTube, and other tools for seamless campaign management and enhanced insights.

6. Automation and AI

Leverage Google's machine learning to:
● Automate ad placements and targeting.
● Predict user behavior for better engagement.
● Create responsive ads that adapt to multiple formats and devices.

7. Brand safety controls

Google provides tools to ensure your ads only appear in appropriate contexts, helping protect your brand reputation.

1. Clear campaign goals

The first step to a successful campaign is defining its purpose. Whether your goal is to increase sales, generate leads, or boost brand awareness, having a clear objective helps shape your strategy and evaluate performance effectively.

2. Understanding your audience

Knowing your audience is key to creating relevant and engaging ads. Consider their demographics, interests, and needs. Align your messaging and visuals with their preferences to ensure the ads resonate and drive action.

3. Engaging ad design

Well-designed ads grab attention and encourage clicks. Use high-quality visuals, concise messaging, and strong calls-to-action (CTAs) to communicate your offer clearly. A visually appealing ad that highlights the benefits of your product or service is more likely to convert.

4. Relevant landing pages

The user experience doesn’t end with the ad. Your landing page must align with the ad content, offering a seamless transition. It should be easy to navigate, load quickly, and include clear CTAs to guide users toward the desired action.

Microsoft Merchant Center and Google Merchant Center are invaluable platforms for boosting the visibility of your e-commerce business. Both tools enable businesses to showcase products in search results and drive traffic directly to their online stores.

Google Merchant Center (GMC) allows retailers to list products for free across Google Search, Google Maps, and YouTube. Once a business creates an account, they upload their product feed, which ensures that their products are eligible to appear in rich snippets in Google Search and across its ecosystem.

Microsoft Merchant Center (MMC) provides similar opportunities but within Microsoft's search ecosystem. It allows businesses to submit their product data, which can appear as enhanced snippets in Bing Search results and other Microsoft properties. MMC integrates with Microsoft Advertising, enabling additional promotion through paid ad campaigns to expand reach.

Both platforms aim to simplify how businesses get their products in front of potential customers, leveraging the power of search engines to increase visibility.
Now, let’s take a closer look at how each platform works in detail.

Google Merchant Center (GMC) is a free tool that allows merchants to upload product information and display their items across Google services, including YouTube, Google Search, Google Maps, and more. It's designed for e-commerce businesses looking to promote their products and reach a larger audience.

You can connect your online store to GMC if you're using platforms like Shopify, WooCommerce, BigCommerce, or others that are supported. After uploading your product data, you can manage your inventory across all Google platforms and gain insights through personalized reports on product performance, trends, and competitive benchmarks.

1. Add your product information: Create a free account, fill out your store details, and upload your product feed.

2. Reach your customers: Your product ads will appear across Google services when users search for relevant products.

3. Track and grow your business: Access reports to understand how consumers engage with your products, helping you attract more site visitors.

4. Boost sales through ads: Run effective ad campaigns that drive more traffic and increase sales.

● Your website must allow users to purchase items directly, with each product on its own page.

● Product information should be clear, including price, description, delivery options, and payment methods.

● Your website’s language and currency should match the targeted country.

● Your return policy must be clearly stated, and if no returns are allowed, this should be noted.

● All product data and content must comply with Google’s editorial guidelines.

1. Verify your website complies with GMC’s requirements.
2. Choose the right feed format for your business.
3. Create and manage your product feeds.
4. Link your Merchant Center account with Google Ads.
5. Start running product ads across Google’s platforms.

For more detailed information on how to promote your products on Google, check out the full guide on setting up GMC. Be sure to review Google’s policies, return policies, and other guidelines before starting:

Merchant Center Policies
Product Listing Ads Policies
Return and Refund Policy
Data Security and Privacy Guidelines
Landing Page Requirements
Language and Currency Requirements

Microsoft Merchant Center (MMC) enables businesses to upload their product data and display it within Microsoft's search network. With MMC, merchants can showcase their products on Bing and other partner sites, while also running paid campaigns via Microsoft Advertising to enhance visibility.

1. Account Setup: Create a Microsoft Merchant Center account and upload your product feed.

2. Product Visibility: Your products will be featured in relevant Bing search results and partner sites.

3. Track Performance: Monitor interactions with your products through analytics to improve performance.

4. Increase Sales: Utilize targeted advertising on Microsoft’s platforms to drive more sales.

● Direct purchasing must be available on each product page.

● Clear product descriptions, prices, shipping options, and payment methods should be provided.

● Your website’s language and currency must match the target market.

● Return policies should be clearly outlined, with non-returnable items noted.
Product data must comply with Microsoft’s editorial guidelines.

1. Ensure your website meets MMC's guidelines.
2. Choose the correct feed format for your business.
3. Upload product data and create your feed.
4. Connect your Microsoft Merchant Center account with Microsoft Advertising.
5. Launch your product ads to boost visibility across Microsoft’s ecosystem.

For detailed guidelines and resources on getting started with Microsoft Merchant Center, refer to the official documentation.

Google Merchant Center and Microsoft Merchant Center are both platforms designed to help businesses manage their product listings and advertise effectively online, but they have some key differences:

Content SEO is the practice of creating and optimizing website content to improve its visibility in search engines. Its primary goal is to increase rankings in search results and drive organic traffic.

One common format for e-commerce content is product reviews. These can be articles or videos that explore product features, benefits, and drawbacks, often including personal insights or recommendations.For example, an electronics store selling wireless headphones could optimize content like this:

● Title: “XYZ Wireless Headphones Review: The Best Choice for Runners”
● Introduction: Briefly summarize the product and its main advantages.
● Main Content: Discuss features, pros, cons, and comparisons with competitors.
● Conclusion: Provide usage recommendations, customer reviews, and overall impressions.

1. Boost Organic Traffic: Well-optimized reviews rank higher in search engines, bringing in more visitors without additional advertising costs.

2. Build Trust: Honest, expert reviews demonstrate that the store values its customers, fostering loyalty.

3. Enhance User Experience: Informative content helps buyers make confident decisions.

4. Improve On-Site Engagement: Engaging reviews encourage users to spend more time on the website, benefiting SEO metrics.

Success with SEO-driven content starts with a solid content strategy:

● Understand your audience and their intent.
● Analyze search engine results and competitor content.
● Select relevant keywords and build a semantic core.

Keywords, or search queries, are vital to SEO optimization. Search engines prioritize these terms to deliver relevant results. To climb search rankings and boost traffic, create a strong keyword strategy through brainstorming, competitive analysis, or tools like Google Keyword Planner, SEMrush, or order the service on freelance platforms like Upwork.

● For a general audience: “How to Keep Your Home Spotless with the Right Gadgets”
● For buyers exploring options: “6 Tips for Choosing the Perfect Vacuum Cleaner”
● For ready-to-buy customers: “Top 5 Cordless Wet-Dry Vacuums to Consider”

The most important thing at any stage is to continue engaging with the audience. After reading an article about useful cleaning gadgets for the home, a reader is unlikely to immediately rush out to make a purchase. They need time to research the devices, compare models, and determine whether they really need them. Therefore, the strategy is to create content for all stages of the decision-making process.

Conclusion: the less warmed up the audience is, the more touchpoints are needed for them to take the desired action.

Social media platforms like Instagram, Facebook, and TikTok are essential tools for growing an online store. Each platform’s recommendation algorithms are designed to connect users with content they’re most likely to engage with. Leveraging these systems effectively can attract new customers and boost sales.

1. Feed algorithm
Consistently post high-quality images and videos with engaging captions and relevant hashtags. Regular updates help improve visibility in your followers’ feeds.

2. Reels algorithm
Reels are a powerful way to showcase products creatively. Use trending audio, effects, and captions to make your content more discoverable. Incorporate subtle CTAs like “Shop the link in bio.”

3. Stories algorithm
Stories keep your brand top of mind. Share daily updates, behind-the-scenes content, or customer testimonials. Use interactive elements like polls, quizzes, and stickers to boost engagement.

4. Explore rage algorithm
Hashtags and geotags are your best friends for getting discovered on the Explore page. Pair them with bold visuals that stand out in a crowded feed.

5. Shopping algorithm
Optimize your Instagram Shop with detailed product descriptions and professional images. Use Stories, Reels, and posts to tag products and guide users to your shop.

6. Account recommendations
Engage actively with other accounts in your niche by liking, commenting, and sharing. Collaborate with influencers to increase your chances of being recommended to a broader audience.

1. For You page algorithm

TikTok’s For You page is driven by user engagement. Post authentic, relatable videos that are visually captivating. Use trending audio, hashtags, and challenges to make your content discoverable.

2. Product demonstrations
Showcase your products in action through creative, bite-sized videos. Highlight benefits in a fun, engaging way to encourage shares and save actions.

3. Trends and Challenges
Participate in trending challenges and align your content with current TikTok trends. These formats are highly favored by the algorithm and can significantly increase your reach.

4. Interactive content
Encourage interaction by asking questions, running polls, or responding to audience comments. Duets and stitches are also great ways to collaborate with users and expand your visibility.

5. Influencer partnerships
Collaborate with TikTok creators who align with your brand. Their reach can amplify your products to a highly engaged audience and boost credibility.

6. Hashtag Strategy
Use a mix of trending, niche-specific, and branded hashtags to ensure your form or drive traffic to your online store for a more seamless transaction.

For eCommerce store owners, having just a website isn't enough to attract new customers. Many are turning to classified ad platforms to expand their reach. With the right approach, these platforms can significantly increase visibility and sales.

Classified ads are online platforms where individuals and companies can post listings to buy and sell goods or services. Popular platforms in the U.S. include Craigslist, Facebook Marketplace, OfferUp, and LetGo. Classified sites come in two main types:

● Vertical platforms: These specialize in a particular niche, such as cars, real estate, or jobs. Examples include platforms like StockX for various categories or Zillow for real estate listings.

● Horizontal platforms: These allow you to sell across multiple categories, such as Craigslist or Facebook Marketplace, where you can list everything from furniture to electronics to vehicles.

While buyers often prefer horizontal platforms because they can find a variety of items in one place, selling on them can be trickier for business owners, as you need to adapt to multiple niches. However, with careful planning, it can be a great way to reach a broad audience.

Selling on classified ad platforms is similar to using social media or online marketplaces. Here's a typical process:

1. Product Information: Gather all the details about the product you want to sell.
2. Create listings: Post ads with product images, descriptions, and prices.
3. Promotion: Use paid advertising tools available on the platform to increase visibility.
4. Customer communication: Respond to customer inquiries via calls or messages.
5. Close the sale: You can complete the sale directly on the platform or drive traffic to your online store for a more seamless transaction.

Why it’s beneficial to sell on classified platforms
Selling on classified platforms offers several benefits:

● Built-in traffic: These platforms already have a large, established audience, so you don’t have to worry about driving traffic to your site.

● Affordable promotion: Classified ad platforms tend to have lower advertising costs compared to other marketplaces, and getting your ad noticed is often a matter of having a higher ranking on the platform.

Here’s how to get started on Craigslist:

1. Create an Account:
Register an account on Craigslist to start posting your ads.

2. Select your category:
Choose the category (e.g., “For Sale” or “Services”) and create a listing.

3. Add detailed information:
Provide a clear product description, including its condition, dimensions, and other relevant details.

4. Upload images:
Post high-quality, well-lit images of your product. This will significantly increase interest.

5. Price competitively:
Research similar listings to ensure your pricing is attractive and competitive.

6. Use paid tools:
If you want to increase visibility, Craigslist offers paid options like "Highlighted" or "Featured" listings.

Step-by-step guide for Facebook Marketplace:

1. Create a listing: Go to Marketplace, select “Create New Listing,” and choose the appropriate category for your item.

2. Provide accurate information: Add a detailed description, clear pricing, and tags to help people find your product.

3. Upload photos: Include high-quality images of your product to attract buyers.

4. Boost your listing: Use Facebook’s ad options to promote your product listing to a larger audience.

5. Engage with buyers: Respond quickly to inquiries and messages to increase the chances of closing a sale.

To make sure your listings stand out, follow these best practices:

1. High-quality photos

○ Use a good camera to take clear, well-lit photos.
○ Show the product from multiple angles to give potential buyers a good look.
○ Avoid cluttered backgrounds — keep it clean and professional.

2. Detailed and honest descriptions

○ Be specific about the product’s features, including size, color, condition, etc.
○ Use relevant keywords in your description so your ad can be easily found.

3. Competitive pricing

○ Research similar products to understand the going rates.
○ Price your items competitively, but don’t undervalue them.

4. Regular updates

○ Keep your ads fresh by regularly updating them.
○ Edit descriptions or change photos to keep them engaging and visible.

5. Paid promotion

○ Use platform-specific paid promotion tools to increase the visibility of your listings.
○ Highlight your ads or feature them at the top of the listings to gain more traction.

6. Create attention-grabbing titles

○ Keep titles concise but descriptive.
○ Use keywords that capture the essence of the product (e.g., "Brand New, 50% Off Smartphone").

7. Quick response time

○ Respond quickly to inquiries via email or phone.
○ Be courteous and professional to create a positive impression.

8. Leverage reviews and ratings

○ Ask satisfied customers to leave positive feedback.
○ A good rating improves your credibility and helps your ad stand out.

9. Analyze and optimize

○ Track the performance of your listings using analytics.
○ Continuously improve your ads based on the data — whether that’s tweaking photos, adjusting pricing, or refining descriptions.

Before posting, familiarize yourself with each platform’s policies and terms of use. Make sure your ads comply with their guidelines to avoid any issues:

Here are the links to the terms and conditions, posting guidelines, privacy policies, and paid services for Facebook Marketplace and Craigslist:

Facebook Marketplace:
1. Facebook Terms
2. Facebook Marketplace Commerce Policies
3. Facebook Privacy Policy
4. Facebook Ads Guide

Craigslist:
1. Craigslist Terms of Use
2. Craigslist Posting Guidelines
3. Craigslist Privacy Policy
4. Craigslist Paid Listings

We've tried a variety of advertising methods, and based on our experience, we can confidently recommend the most effective ones.

The success of your advertising campaigns depends on factors such as your store's niche, pricing, product selection, ease of purchasing, and customer trust. Before you start any advertising, make sure customers can easily navigate your site and complete purchases without any issues.

To avoid wasting time and money, follow this strategy to kick-start your promotions:

1. Add your online store to Google Merchant Center and product feeds like those on Facebook Marketplace.

2. Run search ads on Google and Bing to capture intent-driven traffic.

3. Launch retargeting campaigns on Facebook and Instagram Ads to bring customers back to your site.

4. List your products on platforms like Craigslist and Facebook Marketplace to reach more potential buyers.

Once you start seeing positive results with the above strategy, you can expand to other channels.