ECOM BRANDIERS JOURNAL

Before increasing your advertising budget

More spend deserves a clear reason. Start by reviewing product margins, stock availability and whether the listing answers common buying questions.

Separate campaign goals before comparing results. Brand defence, discovery and product targeting can serve different purposes. Review search terms for relevance, and consider a sufficient observation period before acting on a small number of clicks.

Set a budget you can evaluate against business economics. Advertising cost of sales measures ad spend against attributed ad sales, but it does not represent total profit. Consider fees, returns, fulfilment and product costs alongside advertising metrics.

Record changes and review them consistently. A quieter period may reflect demand, stock or pricing as well as campaign settings. Avoid changing every variable at once.