E227: Alexandra Stephens & Eleasha Reay - Achieving eCommerce Growth Through Smarter PPC: Expert Insights on Campaign Structure and Feeds

“PPC doesn’t stand for pay-per-click anymore… it stands for ‘please, please convert.’” Welcome to another practical and insight-packed episode of eCom@One with Richard Hill! In this episode, Richard hands the mic to two of our PPC pros, Alex and Eleasha, for a deep dive into what’s working right now in paid search for eCommerce brands. Drawing on years of hands-on experience across B2B and B2C accounts, they share actionable strategies on feed optimisation, campaign structuring, landing page testing and how to scale past revenue plateaus. Whether you're running campaigns in-house, working with an agency, or just looking to squeeze more performance from your PPC spend, this episode is loaded with expert takeaways, plus why channels like Microsoft Ads might be your next secret weapon. Hit subscribe and get ready for a conversation that gets right to the heart of driving better returns and smarter growth in eCommerce PPC. Time stamps:  00:00 Paid search tips for eCommerce 03:38 Starting out in the marketing field 07:35 Social media and branding strategy 10:23 Appealing to a younger market 13:27 Exploring diverse marketing roles 18:35 Optimising ad campaigns for profit 21:53 Changing product IDs impact feeds 23:48 Optimising Microsoft Ads Strategies 27:56 Trying Microsoft Ads for clients 31:57 Testing landing page effectiveness 32:46 Hitting the 3 million milestone 36:50 Book recommendation: Good Vibes, Good Life