E-commerce
BFCM Full-Funnel Playbook: The 30% Bidding Signal
A full-funnel BFCM playbook: ramp Meta early, lock Merchant Center, set a 30% seasonality signal, and convert December demand.
Smart Bidding.
Digital Marketing
Google Ads: 6 PPC Lessons Ahead of BFCM
Google's ads product team just busted a big PPC myth: changing targets or budgets does not reset Smart Bidding. Here are six tactics for BFCM.
AI in Marketing
Invoca’s AI Agents Turn Google Search Chats Into Booked Revenue
Invoca's new beta puts AI agents inside Google Search chat entry points. They qualify leads, book appointments and send revenue back to Google Ads bidding.
Digital Marketing
Google Ads Expands High-Value Bidding to Shopping Campaigns
Google Ads brings High Value acquisition to Shopping and expands retention modes across Search, Shopping and Performance Max. Here's what to test.
Digital Marketing
Why Hitting Google Ads Targets Can Stall Business Growth
Smart Bidding can hit tCPA or tROAS while revenue stays flat. Here is why the target box became an instruction, not a suggestion.
Digital Marketing
Google Ads ROAS tolerance: what a 10% discount buys
Google Ads now lets you set how far Smart Bidding may undershoot your ROAS target to reach new queries. Here's how the tolerance works and when to use it.
Digital Marketing
Google lets Shopping and PMax trade 30% ROAS for volume
Google Ads has documented Smart Bidding Exploration for Shopping and Performance Max. Here's what the 5–30% ROAS tolerance means for retail accounts.
Digital Marketing
Value-Based Bidding: Not All Conversions Are Equal
Google, Meta, TikTok and Microsoft now bid on predicted conversion value. Here's the expected value math, the data thresholds, and where advertisers get it wrong.
Digital Marketing
How Google erased a 20% ROAS surplus in 3 weeks
smec data shows median budget-limited campaign went from beating ROAS target by 20% to roughly matching it within three weeks of Google's Aug 17 change.
Digital Marketing
Google Ads swaps flat new-customer bonuses for 5x multipliers
Google Ads now lets retailers scale new-customer conversion value from 1.1x to 5x, replacing flat bonuses across Search, Shopping, PMax and Demand Gen.
