Our blog
The latest industry news, interviews, technologies, and resources.
Google AI Overviews now appear on 15-25% of searches, CTR has dropped 68%, and yet conversion rates are climbing. Here is what the data actually says, and what smart advertisers are doing about it.
Most eCommerce marketers optimize Google Ads for revenue ROAS, but CFOs care about profit ROAS. This fundamental disconnect costs businesses thousands in misallocated ad spend every month. The contribution margin framework bridges marketing and finance by shifting from vanity metrics to actual profitability. This comprehensive guide shows you how to calculate contribution margin for every product, integrate it into your Google Ads strategy, and finally speak the same language as your finance team. This is the foundation of strategic portfolio management.
Why Google's Algorithm Concentrates Your Budget (And Why You Can't Fix It Alone)
If you're running Google Ads for eCommerce, you've likely noticed something frustrating: your campaigns look "optimized" - good ROAS, solid conversion rates, efficient CPA - but growth has plateaued.
Borrowed from finance, portfolio concentration risk is the silent killer of eCommerce brands. Learn how to measure, monitor, and mitigate it.
Move beyond one-off tests to a systematic, repeatable process for continuously discovering new winning products in your catalog.
Understanding the explore-exploit tradeoff is the key to unlocking portfolio growth. Here's why your Google Ads campaigns need a dedicated exploration budget.
Discover why 90% of your ad conversions coming from just 4% of products creates an invisible growth ceiling - and what to do about it.