Channel Strategy for ecommerce
Adding a channel is a measurement and operations decision before it is a growth decision. These guides cover how Google Ads, Microsoft Ads, and ChatGPT Ads divide the work, and the readiness checks worth running before expanding into any of them.
Every channel strategy guide.
ChatGPT Ads for ecommerce brands: what to know before you test
ChatGPT Ads are an evolving beta channel for conversational product discovery. Here is what ecommerce brands should prepare before testing access, creative, tracking, and fit.
Read article Channel StrategyWhen to add Microsoft Ads to an ecommerce PPC program
A readiness test for ecommerce brands weighing a second search channel: what has to be true on Google first, and what usually goes wrong when it is not.
Read article Channel StrategyHow Google Ads, Microsoft Ads, and ChatGPT Ads fit together for ecommerce
Ecommerce PPC management is not a list of platforms to keep busy. It is the work of matching channel roles, product data, measurement, and business economics so the next budget decision is clear.
Read articleRelated areas of the account.
Shopping and Merchant Center
Guides to Google Shopping and Merchant Center for ecommerce: feed health, product eligibility, disapproval recovery, and ongoing feed operations.
4 guidesPerformance Max
Guides to Performance Max for ecommerce: giving PMax a defined role, separating branded demand, cleanup sequence, and when Search is the better home.
3 guidesHiring a PPC Consultant
What ecommerce Google Ads management should include, and the questions worth asking before hiring a PPC consultant: ownership, measurement, and fit.
2 guidesMeasurement and Reporting
Guides to ecommerce PPC measurement and reporting: verifying conversion tracking, attribution and lag, and reports that support an actual decision.
2 guidesSearch and Account Structure
Guides to ecommerce Google Ads Search structure and account audits: campaign roles, intent, query governance, and what to diagnose before rebuilding.
2 guidesTurn the reading into an account decision.
Tell me what is unclear in your Google Ads account and I will help identify what deserves attention first.