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Marketing Executive

Jamie Gentile-Clarke

Managing Director

Matt Cooke

Website Manager

Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

Paid media continues to evolve at a rapid pace, reshaping how ecommerce brands attract, convert and retain customers. 

With constant updates across Google, Meta, TikTok and Amazon, staying ahead of these changes has become essential for maintaining strong performance and sustainable growth. The ecommerce PPC environment of 2025 looks very different from the one marketers were using just a short time ago, with smarter technology, stronger privacy rules and shifting consumer expectations influencing every aspect of digital advertising.

One of the biggest changes in recent years has been the increasing dominance of automation and AI. Although automated bidding and campaign management have existed for some time, today’s tools are far more advanced and capable of analysing data at a level humans simply cannot match.

, now a core campaign type for many ecommerce brands, has become more transparent and far more effective thanks to improved reporting and more accurate audience signals. Meta’s Advantage+ solutions are also maturing quickly, especially for shopping campaigns where algorithmic targeting is often outperforming manual setups. 

Across platforms, advertisers are now leaning into AI-generated ad copy, dynamic creative testing and auto-optimised placements to achieve better results without the intense manual workload that paid media used to require.

First-party data becomes a competitive advantage

With third-party cookies declining and privacy regulations tightening, first-party data has become one of the most valuable assets a brand can possess. Ecommerce businesses sit in a particularly strong position here because they naturally collect purchase information, browsing behaviour and customer engagement metrics that other industries might struggle to gather.

This data now powers everything from improved remarketing lists to more accurate lookalike audiences. When integrated with platforms such as 

 or Meta Ads via Enhanced Conversions and conversion APIs, it enables the algorithms to understand not only who buys but how they buy. 

Examples of the most useful first-party data include:

Behavioural data, such as product views and on-site interactions

Email engagement metrics, loyalty participation and subscription activity

Another significant shift in paid media is the rapid adoption of video-first strategies. Short-form video has become one of the most persuasive ways to communicate product value, and platforms are clearly prioritising it. 

TikTok remains a major driver of discovery and purchase intent, but YouTube Shorts, Instagram Reels and even 

 placements are pushing advertisers towards video content as a critical part of their asset mix.

Much of the best-performing content resembles user-generated clips, unpolished demonstrations and quick lifestyle moments that mirror the native feel of the platform. Video allows ecommerce brands to highlight product benefits, show real-life use and create an emotional connection in ways that static images cannot achieve.

As automation takes over the technical aspects of campaign management, the creative itself has become a major performance lever. High-quality visuals and messaging now directly influence ad delivery, relevance and cost-efficiency.

Messaging that clearly matches user intent

A consistent brand identity across all formats

Instead of relying on generic product shots, brands are incorporating storytelling, social proof and lifestyle context. The ability to refresh assets frequently is also essential, particularly on Meta and 

Improved measurement and attribution models

Attribution has been a challenge for several years, but platforms are making meaningful progress. Google’s move to make data-driven attribution the default model has helped advertisers gain a clearer view of how different touchpoints contribute to sales. 

 now offers much more robust cross-channel tracking, linking paid media performance with wider customer journeys.

Meta has strengthened its measurement tools through better conversion tracking and more reliable aggregated event reporting. Amazon Ads continues to invest heavily in analytics, allowing brands to assess performance across marketplace and 

Marketplaces are becoming crucial PPC channels

Marketplaces have grown into essential components of the ecommerce paid media mix. Amazon Ads, in particular, has expanded at speed, offering advanced targeting, richer signals and wider creative formats.

Amazon Ads, especially Sponsored Products and DSP

TikTok Shop is both a commerce and advertising ecosystem

E-commerce-driven platforms such as Etsy and eBay

Sustainability, ethics and consumer trust

Consumers are becoming more selective about the brands they support, showing stronger interest in sustainability, transparency and ethical business practices. 

Paid media campaigns that highlight eco-friendly materials, ethical sourcing or transparent pricing often achieve higher engagement. This also applies to data privacy, where clear communication around tracking and consent enhances trust and improves conversion rates.

Paid media is entering a new era defined by intelligent automation, richer data, stronger creative and more integrated measurement. For ecommerce brands, these developments present an opportunity to scale more efficiently and respond to consumer expectations more effectively. Those who embrace first-party data, adopt video-focused creative strategies and integrate automation into their campaign management will be best positioned to grow.

Wattbike

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