{"id":15236,"date":"2023-02-22T12:23:59","date_gmt":"2023-02-22T10:23:59","guid":{"rendered":"https:\/\/web-mate.gr\/best-advertising-for-an-eshop\/"},"modified":"2026-10-29T13:32:19","modified_gmt":"2026-10-29T11:32:19","slug":"best-advertising-for-an-eshop","status":"publish","type":"post","link":"https:\/\/web-mate.gr\/en\/best-advertising-for-an-eshop\/","title":{"rendered":"The Best Advertising for an E-shop: Which Channel, and When"},"content":{"rendered":"\n

The question is worded the wrong way.<\/strong> The best advertising for an e-shop is simply the channel that matches the stage<\/em> your customer is at.<\/p>\n\n\n\n

Catching someone who is already searching for<\/strong> your product is one thing. Persuading someone who doesn’t know you<\/strong>is another, and bringing back someone who left with a full basket<\/strong>is something else again. Below: what works for what, and when.<\/p>\n\n\n\n

\"-<\/figure>\n\n\n\n

The channels, in the order we usually set them up<\/h2>\n\n\n\n
Channel<\/th>Who it reaches<\/th>When we use it<\/th><\/tr><\/thead>
Google Shopping \/ Search<\/strong><\/td>Already searching for the product<\/td>Almost always first, because the demand is already there<\/td><\/tr>
Skroutz \/ BestPrice<\/strong><\/td>Comparing prices, ready to buy<\/td>If your prices are competitive<\/td><\/tr>
Meta (Facebook \/ Instagram)<\/strong><\/td>Isn’t looking for you, so you create the demand<\/td>For products that look good on camera, and for retargeting<\/td><\/tr>
Retargeting<\/strong><\/td>Saw you and left<\/td>Always. It’s the cheapest audience you have<\/td><\/tr>
Email marketing<\/strong><\/td>Already knows you<\/td>From day one, because the list belongs to you<\/td><\/tr>
TikTok Shop \/ TikTok Ads<\/strong><\/td>Discovers products while scrolling<\/td>Products that are shown off in video<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Google: where the intent already exists<\/h2>\n\n\n\n

When someone types the name of a product into Google, half the work is done. You don’t need to persuade them they want it. You need to persuade them to buy it from you<\/strong>.<\/p>\n\n\n\n

This is where your feed<\/strong>makes or breaks things: product titles, categories, prices, availability, images. A bad feed cancels out even the best campaign, and it’s the most neglected part of most Greek e-shops.<\/p>\n\n\n\n

\"-<\/figure>\n\n\n\n

Meta: where demand is created<\/h2>\n\n\n\n

On Facebook and Instagram, nobody is searching for your product. So the weight falls on the creative<\/strong>: the video or image that will stop the scroll.<\/p>\n\n\n\n

The algorithms now find the audience by themselves, so targeting is rarely what makes a campaign fail. The most common reason is that the ad looks like an ad. The content that works today looks like content and blends into the feed.<\/p>\n\n\n\n

TikTok Shop: the new shelf<\/h2>\n\n\n\n

Since June 2026<\/strong>, TikTok Shop has also been running in Greece: users buy inside the app<\/strong>, without ever going to your website. There is no monthly subscription; you pay a commission on sales. In detail: TikTok Shop: what it is and when it opens in Greece<\/a>.<\/p>\n\n\n\n

It suits products that can be shown<\/em>: clothing, cosmetics, gadgets, food, handmade goods. It doesn’t suit expensive or complex products that people need to think about before buying.<\/p>\n\n\n\n

Retargeting and email: the cheap part everyone ignores<\/h2>\n\n\n\n

Over 95% of visitors leave without buying. Retargeting and email are the two channels that bring them back, and they are many times cheaper<\/strong> than winning a new visitor.<\/p>\n\n\n\n