Digital Marketing for Third-Party Ecommerce

Selling your products via a third-party ecommerce platform or marketplace? This course will provide you with best practice techniques and tactics for optimising your online product discoverability, store presence and sales.
2 day course
Supporting material
A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.

In this two-day course you’ll learn how to present your products on the digital shelf, and ensure maximum search visibility and product listing positioning. You’ll deep-dive into tactics for promoting and advertising your products through both on-eretailer performance media opportunities and off-eretailer search, social and display ads.

With more and more consumers shopping online, it’s never been more important for product manufacturers and marketers to capitalise on ecommerce opportunities. This course will equip you with the knowledge needed to create the right ecommerce content assets, stand out in the ecommerce store, and capture and convert online shoppers across the web.

We’ll cover how to optimise the Product Details Page and ensure shoppers can find it. We’ll also examine the opportunities to promote your products within ecommerce platform environments, and consider the various targeting and creative tactics available to reach and engage potential buyers - through search, social and display advertising.

Course overview
Who should attend:
This course is aimed at anyone responsible for (or involved in) the sales and marketing of products online through third-party ecommerce stores - whether pure play marketplaces / Amazon, specialist / category specific e-stores or omnichannel retailers.
Walk away with the ability to:
  • Optimise your product detail page (PDP) and its eretailer search visibility
  • Optimise on-eretailer paid media opportunities (especially Amazon Advertising)
  • Optimise Paid Search for ecommerce (with Google Shopping ads)
  • Optimise Social for ecommerce (with Facebook ecommerce opportunities)
  • Optimise programmatic display advertising for ecommerce (targeting in-market audiences)
Course Agenda
Day 1:
Understanding the Third-party Ecommerce Opportunity
  • Overview of today’s third-party ecommerce landscape
  • Key considerations for establishing third party ecommerce sales & marketing
Optimising your Third-party Ecommerce Presence
  • The anatomy of a Product Detail Page (PDP)
  • Optimising your Product Detail Page content for eretailer search visibility
  • Optimising your Product Detail Page content for shopper conversion
Optimising your Third-party Ecommerce Promotion
  • Optimising on-eretailer paid search advertising
  • Optimising on-eretailer paid display advertising
  • Optimising Amazon brand and product promotion
Leveraging Third-party Ecommerce Data & Analytics
  • Ensuring you can access retailer performance data
  • Using retailer performance data to target & optimise activties
Day 2:
Optimising Paid Search for Ecommerce
  • Setting up and managing Google Shopping Ads campaigns
Optimising Social for Ecommerce
  • Setting up and managing Facebook (Shopping) ad campaigns for ecommerce
  • Ad creative types - Collection ads, Dynamic product ads, Collaborative ads
  • Other Facebook opportunities for ecommerce - Facebook Shops, c-commerce
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