When Microsoft Advertising deserves a place in an ecommerce plan
Evaluate Microsoft Ads as a channel with its own demand, product eligibility, tracking, and economics—not an automatic copy of Google. Read More …
Author: julien@ep4p.com
Search, Shopping, and Performance Max: give each a clear role
Choose campaign types around control, product data, measurement, and commercial objectives rather than assuming one format should replace every other. Read More …
Shopping ads not serving? Diagnose product eligibility before bids
When products stop appearing in Shopping, check eligibility, product data, landing pages, and stock consistency before assuming the budget is too low. Read More …
Shopping feed titles: describe the product buyers are searching for
Build accurate product titles around identity, relevant attributes, and variant differences, then evaluate the effect with product-level reporting. Read More …
Ecommerce search intent: match the campaign to the buying question
Product names, category searches, compatibility questions, and research queries need different advertising and landing-page decisions. Read More …
Blended marketing efficiency versus platform ROAS: use both carefully
Store-level marketing ratios and platform attribution answer different questions. Use a consistent denominator and investigate the gaps. Read More …
Discounts, free shipping, and the true economics of an ad offer
Evaluate promotions by the contribution they leave after product, shipping, and return costs—not only by the conversion rate they produce. Read More …
Seasonal ecommerce advertising: plan around demand and stock together
Connect seasonal demand, inventory receipts, creative readiness, and shipping deadlines before deciding when to increase advertising. Read More …
Before scaling ad spend, check inventory and fulfillment capacity
Advertising growth needs stock, shipping, and customer-service capacity. Use an operating check before adding demand. Read More …
Why one ROAS target can mislead a store with mixed product margins
Campaign averages can hide the difference between profitable product demand and revenue that leaves little after fulfillment. Read More …