$1.15
Avg CPC
Slightly lower due to less competition
2.1%
CTR
1.9%
Conv Rate
3.4x
Avg ROAS
Below Shopify due to platform limitations
$78
Avg AOV
$52
Avg CPA
Source: Wix ecommerce 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:
Brand-aware shoppers convert well
Direct purchase intent
Shopping intent signals
Specific product attributes
Gift buyers convert well
Lower CPCs = more clicks for your budget = better ROAS. Here are proven strategies:
[Brand] + [Product Name] + [Key Attribute] + [Size/Color if relevant] 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:
Platform searches, not product buyers
Looking for website templates
DIY intent, not buyers
Looking to build a site
Low purchase intent
As you scale, your CPC dynamics change. Here's what to expect at each phase:
Setup
$1,000-2,000/month
Fix tracking, verify feed, optimize checkout
Growth
$3,500-7,000/month
Scale Shopping, add Search, build remarketing lists
Evaluate
$10,000+/month
Assess platform migration ROI vs. staying on Wix