$1.55
Avg CPC
Similar to general ecommerce
2.5%
CTR
1.6%
Conv Rate
2.8x
Avg ROAS
Lower than Amazon ROAS until brand equity builds
$75
Avg AOV
$65
Avg CPA
Source: Seller data analysis, Common Thread Collective 2025
Different campaign types have vastly different CPCs for ecommerce. Here's what to expect:
Product-focused ads with high purchase intent. Best for catalog-based advertising with visual products.
Blends Shopping, Search, Display, and YouTube. CPC varies widely based on where Google shows your ads.
Your brand name keywords. Cheap CPCs but don't let PMax cannibalize these—run separately for control.
Generic product keywords. High competition drives up CPCs. Only profitable with high AOV or strong conversion rates.
Retarget cart abandoners with specific products. Low CPC because you're targeting warm audiences.
Focus your budget on these high-converting keywords:
What makes you different from Amazon generic options
Quality-focused buyers avoiding Amazon cheapness
Buyers wanting to skip Amazon markup
Your brand search is yours to own
Buyers wanting real customer service
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Product Name] + [Key Benefit] + [If relevant: variant] Well-structured titles improve Quality Score and lower Shopping CPCs by 15-25%.
Create separate campaigns for Winners (high ROAS), Potentials (volume), and low performers. Bid aggressively on winners, conservatively on the rest.
Run branded keywords in a separate Search campaign. This prevents PMax from claiming credit for cheap brand clicks and inflating your actual CPC.
Fix disapproved products, add GTINs, include all recommended attributes. Higher feed quality = better auction eligibility = lower CPCs.
These keywords drain your budget with low purchase intent:
They want Amazon, not your site
Looking for Prime shipping specifically
Amazon wins on race-to-bottom pricing
Amazon terminology, Amazon intent
They'll read reviews then buy on Amazon
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$1,500-3,000/month
Hero products only, build reviews and trust, establish baseline
Expansion
$5,000-10,000/month
Add proven winners, expand non-brand search, test Shopping
Scale
$15,000+/month
Broader Shopping coverage, YouTube for brand building, look-alike audiences