Performance Max is an automated campaign type within Google Ads that uses a single product feed and a small number of text and image assets to run ads simultaneously across Search, Display, YouTube, Gmail, Discover, and Maps. Unlike traditional campaign types, the algorithm handles all channel and bid management, eliminating the need to set up […]
A product’s barcode —technically known as a GTIN—is much more than just a number for the checkout in e-commerce. In the product feed, this identifier determines whether Google can associate a product with a specific brand or classifies it as generic and limits its reach. Anyone rebuilding their store system as part of an e-commerce […]
The campaign types in Google Ads determine where an ad appears and how much control the advertising brand retains. From classic search ads to fully automated formats, these types vary greatly in terms of objectives, data requirements, and bid management. If you choose the wrong type for your specific goals, you’ll end up paying for […]
A product feed is a structured file that an online store uses to submit its entire product lineup to Google, Meta, or other advertising platforms. Instead of creating individual ads manually, the feed provides the title, price, availability, and other attributes for each product, which the platform then uses to automatically generate ads—for example, in […]
A Google account in Merchant Center is required for products to appear at all in Google Shopping, Image Search, or automated Google Ads campaigns. Without a fully verified account, any product feed will be ineffective, no matter how well-maintained the product data is, because Google generally does not display product ads without this link. What […]
Today, an online store encompasses far more than just a shopping cart and checkout system: visibility on Google, product data for advertising platforms, social commerce, and customer loyalty are so closely intertwined that isolated, individual measures are rarely enough. This overview categorizes the most important areas of e-commerce and provides links to all of the […]
FMCG stands for Fast-Moving Consumer Goods—that is, consumer goods that customers repurchase frequently and usually without much deliberation. Typical examples include food, beverages, personal care products, and cleaning supplies. Our article on FMCG marketing provides a detailed overview of strategies—this article focuses on the conceptual framework. What Sets FMCG Apart from Other Consumer Goods FMCG […]
DTC stands for Direct-to-Consumer and describes a business model in which brands sell their products directly to end customers without intermediaries, usually through their own online store. This eliminates the traditional route through wholesalers and retailers, allowing brands to retain full control over pricing, the brand experience, and customer data. What sets DTC brands apart […]
POS stands for Point of Sale and refers not only to the physical or digital location where a purchase decision is made, but also to the entire range of marketing activities that take place precisely there. While the basic definition of “point of sale” as the place where a sale occurs narrows the scope of […]
For many consumer goods manufacturers, the supermarket is the most important point of sale of all, because the final purchasing decision is usually made right in front of the shelf. Marketing in the supermarket differs significantly from traditional brand advertising because it competes for visibility, reach, and that final impulse to buy within a very […]
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average of the last 12 months. Survey after consultation – online, by telephone or on site.