For example, a Search Ad for “blue beach towel” is going to be hard for you to bid on. But “[your brand] blue beach towel” is, of course, a lot cheaper to bid on. Or, “Bali blue ocean waves beach towel” if that’s the name of your product.

Your Goals

Are you lacking brand awareness and need to build it up?

Facebook ads can help create more exposure and drive more demand in search engines (remember the Allbirds example above).

Want to expand into high volume areas of search and go broad with a keyword-based strategy?

Look at these Google Ads strategies for eCommerce. In particular, this one: