E-commerce and feeds
Product feeds, Merchant Center, margin by category, marketplaces and seasonality.
Product feed: the highest-return hour of work in an online shop
In shopping campaigns and Performance Max it is not keywords that decide, it is the feed. Disapproved products, bad titles and missing attributes mean part of your range never appears — and you pay for the rest.
Article library →One ROAS target for a whole shop is a mistake you only notice when you grow
While a shop is not scaling, a single return target works. The moment you add budget, money flows to where things sell most easily — not where they earn. How to split targets by margin without rebuilding the account.
Article library →Seasonality and Black Friday: how not to overpay for the peak
In a peak both revenue and click prices rise, and not always at the same rate. How to prepare an account, when to raise budget, what to do a week before, and why the most important decision happens two months earlier.
Article library →Marketplaces and comparison shopping: a channel that runs on different rules
On a comparison site you are not buying attention, you are buying a position in a price ranking. That changes the whole logic of optimisation — and it is why a single number for the channel hides the categories that lose money.
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