$0.85
Avg CPC
Lower than average, but margins are thin
2.3%
CTR
1.5%
Conv Rate
2.6x
Avg ROAS
Lower than typical ecommerce due to handmade economics
$48
Avg AOV
$52
Avg CPA
Source: Etsy seller external advertising data 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:
Handmade seekers expect artisan products
Personalization intent matches your strength
Gift buyers pay premium for unique items
Differentiation seekers want what you offer
Brand awareness from Etsy spillover
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Handmade/Custom] + [Product Type] + [Key Detail] 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:
Handmade can't compete on speed
Handmade premium doesn't match cheap intent
Platform-specific shopping intent
Can't produce handmade at wholesale scale
Impossible for handmade items
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$500-1,500/month
Test 5-10 hero products only, establish baseline, build pixel data
Growth
$2,000-5,000/month
Expand winning products, add gift-focused campaigns, scale remarketing
Scale
$8,000+/month
Build brand presence, Pinterest/visual platform ads, diversify traffic