Your eCommerce Growth Strategy: The Ultimate Guide for 2024

How to Create an Effective eCommerce Growth Content Marketing Strategy

Each year, the eCommerce arena becomes more competitive, with more people eager to capitalize on the success it can bring. While competition might increase, the solutions and strategies to help you succeed also become more precise and advanced, meaning you have more tools at your disposal than ever to achieve the kind of eCommerce growth you’re after. 

Exciting advancements in this area have already occurred in 2024, with plenty more to come in the remaining three quarters of the year. Our ultimate 2024 eCommerce growth strategy guide offers everything you need to know to set your eCommerce business up for success. 

Your eCommerce Growth Strategy for 2024: Outline

Here’s an overview of what we’ll be covering in this ultimate guide to maximizing your eCommerce growth strategy for 2024:

eCommerce Strategic Growth Plan

  • Developing a strategic plan encompassing short-term and long-term goals for sustainable growth.
  • Implementing agile methodologies and iterative approaches to adapt to evolving market trends.

Facebook Ads

  • Leveraging the reach of Facebook Ads to target targeted audiences and drive conversions.
  • Strategies for creative ad campaigns, including video content, compelling images, and persuasive copywriting.
  • Optimization techniques include cost cap, bid cap, and bidding strategies for maximizing ROI.
  • Utilizing Advantage+ Shopping Campaigns if eligible.

Google Ads

  • Harnessing the potential of Google Ads for both shopping and search campaigns.
  • Utilizing data-driven insights to optimize ad performance and target high-value keywords.
  • Introduction to Advantage+ Shopping Campaigns and Performance Max Campaigns for enhanced visibility and efficiency.

Email Marketing

  • Implementing effective email marketing strategies, including automation flows and personalized content.
  • Planning engaging email campaigns to nurture leads, drive sales, and foster customer loyalty.
  • Incorporating content planning methodologies to ensure consistency and relevance.

Ready? Let’s go!

Facebook Ads Creative

social media investment

Now that you’ve got the basics under control, it’s time to take your eCommerce business to the next level with Facebook Ads. In the realm of Facebook Ads, creativity reigns supreme. Crafting captivating and engaging content is a must to capture the attention of your target audience amidst the sea of digital noise. 

Here are some critical components to nail down with your eCommerce Facebook Ads.

Video for Facebook Ads

eCommerce video content is king on Facebook. Embrace user-generated content (UGC) to foster authenticity and trust among your audience—but don’t stop there. If possible, invest in high-production videos to showcase your products or services in the best light possible—this helps your content stand out from a sea of sub-par visuals.

Not sure what kind of content is right for your business? Head here to find out: Selecting the Right eCommerce Video Style for Your Brand.

Facebooks Ads Images

Speaking of visuals, images are another critical element of Facebook Ads. Consider incorporating comparison images to showcase the benefits and features of your product or service compared to your competitors. 

Using value proposition call-outs in your ad visuals can entice viewers with a clear and compelling reason to choose your brand over others. For example, highlighting free shipping or a money-back guarantee can be powerful selling points.

Learn more about the power of high-quality images in driving eCommerce sales here.



While visuals may initially capture attention, well-written copy ultimately convinces viewers to take action. Your copy should be concise yet impactful. 

“Focus on highlighting the unique selling points of your product or service. With these, you can create a sense of urgency for viewers to click through.”

Bidding Strategies

Cost cap, bid cap, highest volume bidding… the list goes on. With so many bidding strategies available, it can be tricky to determine which one is best for your campaign. Consider consulting with an expert or conducting thorough research before deciding on a bidding strategy. 

In the meantime, here are a few things to keep in mind:

  • Cost cap: Set a maximum cost for your Facebook Ads and let the platform optimize for the most conversions within that limit.
  • Bid cap: Choose the maximum amount you will pay per result, such as clicks or impressions.
  • Lowest cost: Allow Facebook to automatically bid on your behalf to achieve the lowest cost per result.
  • Target cost: Set a specific cost per result you want to maintain throughout your campaign.

Ultimately, the best bidding strategy will depend on your budget, goals, and target audience. What’s important is that you monitor and adjust your bids as needed to be confident you’re getting the most out of your ad spend.

Advantage+ Shopping Campaigns

Advantage+ Shopping Campaigns offer a competitive edge in the eCommerce landscape—they’re said to be the gold standard for performance-focused advertisers, but they aren’t available to everyone just yet. 

If you’re eligible for these campaigns, take advantage of this innovative feature to enhance your product visibility and efficiency on Facebook. Advantage+ lets you leverage advanced targeting capabilities and automation tools to optimize your shopping campaigns for maximum impact and profitability. It even enables you to test up to 150 creative combinations and, from them, deliver the highest-performing ads.

Google Ads


Google Ads is next. It is proving to be a powerful platform for targeting potential customers via search engine results and other Google-owned properties like YouTube and Gmail. 

Shopping Campaigns

Google Shopping Campaigns are a constructive way to showcase your products to interested shoppers. The platform is meant to be intuitive, making it easy for advertisers to upload their product data and create visually appealing ads at the top of search results. 

Google Shopping Ads

Some key features of Google Shopping Campaigns include:

  • Product groups: Organize your products based on their characteristics, such as brand, category, or custom labels.
  • Bid adjustments: Adjust your bids for specific products or groups to focus on high-performing items.
  • Negative keywords: Use these to stop your ads from appearing for irrelevant searches.
  • Product data optimization: Optimize your product titles and descriptions to improve visibility and relevance in search results.
  • Reporting and analytics: Monitor your ads’ performance closely. Use this information to make data-driven decisions to boost your campaigns.

Google Shopping Campaigns also come with more advanced features. One example is dynamic remarketing, which allows you to show personalized ads to shoppers who have viewed or added products to their carts but didn’t complete a purchase. This helps drive conversions and increase your return on investment (ROI).

Search Campaigns

Search campaigns, on the other hand, target users based on their search queries. They display text ads at the top of Google search results. 

“Targeting relevant keywords and crafting compelling ad copy effectively helps you attract users who are actively seeking products or services like yours, driving qualified leads and conversions.”

Stuck deciding between Search and Shopping Ads? This article will help: Google Shopping Vs. Search Ads For eCommerce

Prioritizing Your Highest Selling SKUs and Highest Margin Products

Optimizing the eCommerce growth conversion rate on each product page.

When structuring your Google Ads campaigns, prioritize your highest-selling SKUs and products with the highest profit margins. These are the products that will bring in the most revenue and, ultimately, help you achieve your business goals.

In Google Shopping Campaigns, you can create product groups based on these high-priority products and apply bid adjustments to increase their visibility. Similarly, in Search Campaigns, you can focus your budget and bidding on keywords related to these top-performing products.

To determine which products are your top sellers and have the highest margins, you’ll need to analyze your sales data regularly and track the performance of your campaigns. 

Performance Max Campaigns


Another powerful feature offered by Google is Performance Max campaigns, which allow you to reach customers across all of Google’s advertising channels, including Search, Display, YouTube, and more. This can help boost your reach and drive conversions from various sources.

With Performance Max campaigns, you can set goals and let Google’s machine learning technology optimize your ads for the best results. This can save you time and effort while still achieving your business objectives.

Use high-quality images and engaging ad copy to get the most out of Performance Max campaigns. You should also regularly monitor and adjust your bidding and targeting strategies to ensure you are reaching the right audience.

Product Groups

Along with optimizing your bidding and targeting strategies, carefully organize your products into specific groups. This helps you better manage and track the performance of different product categories.

In Google Ads, you can create product groups based on attributes like brand, price range, or product type. You can then adjust bids for each group based on their individual performance and budget allocation.

Regularly review your data and adjust your bids to make the most of product groups. This can help you maximize your return on investment (ROI) and ensure your ads are shown to the most relevant audiences.

Email Marketing

Finally, we come to email marketing—something that should be part of any 2024 eCommerce growth strategy. An email list is a precious asset for any business. It’s one that allows you to reach out directly to your customers and build lasting relationships with them.

Email Flows

Email flows, also known as automated email sequences, nurture leads and steer customers through the sales funnel with targeted messaging triggered by specific actions or milestones. 

Design flows for crucial touchpoints such as:

  • Welcome sequences for new subscribers
  • Abandoned cart reminders
  • Post-purchase follow-ups
  • Re-engagement campaigns 

Each of these can help you keep your audience engaged and drive conversions.

Content Planning for eCommerce Growth

Effective content planning is the foundation of impactful email marketing campaigns. Develop a monthly content calendar to map out your email strategy and ensure a consistent cadence of relevant and engaging content. 

Tailor your messaging to align with audience interests, seasonal trends, and promotional initiatives. Within these messages, incorporate a mix of educational, promotional, and curated content to provide value and build trust with your subscribers.


Email campaigns serve as vehicles for delivering targeted messages and promotions to your subscriber base.

“Whether you’re announcing new product launches, running limited-time promotions, or sharing curated content, crafting compelling campaigns is non-negotiable for driving engagement and conversions.”

Segment your audience based on demographics, engagement behavior, or purchase history to deliver personalized campaigns that resonate with each segment’s interests and preferences. From there, measure campaign performance through key metrics such as open rates, click-through rates, and conversion rates, and iterate on your strategies based on insights gathered from campaign analytics.

Developing Your Strategic eCommerce Growth Plan

a man with papers for planning, an iphone and a computer for eCommerce Keyword Research

Now, let’s discuss putting all the pieces together and developing a comprehensive eCommerce strategic plan for your business. 

Follow these to start creating a solid strategy for long-term success:

  1. Define your eCommerce growth goals: First things first—clearly define what you want to achieve with your eCommerce efforts. This could include increasing sales, expanding into new markets, or improving customer retention.
  2. Identify your target audience: Use market research and analytics to understand your target audience’s demographics, interests, and behaviors. This helps you tailor your messaging and targeting strategies for maximum impact.
  3. Analyze your competition: Research what your competitors are doing in terms of eCommerce and note any successful tactics they use.
  4. Determine your value proposition: What sets your eCommerce business apart from others? Identify and use your unique selling points to differentiate your brand and attract customers.
  5. Choose the best channels: Based on your target audience and goals, choose the most effective channels for reaching them. 
  6. Create a budget: Decide how much you will invest in your eCommerce efforts and allocate funds towards different channels, such as advertising, website optimization, and customer retention.
  7. Develop an action plan: Outline the specific steps you will take to achieve your goals. This could include launching a new marketing campaign, improving website functionality, or implementing a loyalty program.
  8. Continuously track and measure results: Use key performance indicators (KPIs) to track the success of your eCommerce efforts. Then, you can make data-driven decisions and adjust strategies as needed.
  9. Stay updated on industry trends: eCommerce is a constantly evolving field—stay informed about new technologies, consumer behaviors, and marketing tactics.
  10. Test and refine your strategies: Don’t be afraid to try new things and experiment with different tactics. Use A/B testing and gather customer feedback to continuously improve your eCommerce strategies for maximum impact.
  11. Provide exceptional customer service: Besides having a great product, excellent customer service is vital to retaining and building a loyal customer base. Respond promptly to inquiries, offer personalized experiences, and go above and beyond to exceed expectations.

Put Your eCommerce Growth Strategy to Work with Our Help

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At Blue Water Marketing, we eat, sleep, and breathe eCommerce marketing. Our team of marketing experts will help you develop and execute an eCommerce growth strategy tailored to your specific goals and target audience. Whether you’re after seven or eight figures, we help you scale to get there. Get started today with a free 45-minute discovery call.


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