$1.40
Avg CPC
Average
2.4%
CTR
1.6%
Conv Rate
3x
Avg ROAS
Lower due to cross-channel leakage
$78
Avg AOV
$62
Avg CPA
Source: Multi-channel seller analysis 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:
Looking for direct purchase, not marketplace
Site-exclusive products or bundles
Brand-aware traffic
Wanting to skip marketplaces
Seeking direct relationship benefits
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Product] + [Site-Exclusive Benefit if applicable] 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:
Marketplace intent, not site intent
Looking for Amazon specifically
May default to marketplace shipping
Comparison shopping, channel-agnostic
Will find your lowest-price channel
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Foundation
$2,000-4,000/month
Establish site-specific value, sync inventory, track cross-channel
Growth
$6,000-12,000/month
Focus on exclusive products, scale branded, add remarketing
Scale
$20,000+/month
Full attribution modeling, consider channel-specific strategies
Common Mistakes
7 costly Google Ads mistakes for multi-channel sellers
Best Keywords
High-converting keywords to target
Budget Guide
How much to spend on Google Ads
ROI Calculator
Expected return on ad spend
2025 Benchmarks
Industry performance metrics
Multi-Channel Sellers Audit
Complete multi-channel sellers Google Ads guide