Our blog

Resources and insights

The latest industry news, interviews, technologies, and resources.

Portfolio Strategy

The Contribution Margin Framework for Google Ads (CFO-Approved)

Most eCommerce marketers optimize Google Ads for revenue ROAS, but CFOs care about profit ROAS. This fundamental disconnect costs businesses thousands in misallocated ad spend every month. The contribution margin framework bridges marketing and finance by shifting from vanity metrics to actual profitability. This comprehensive guide shows you how to calculate contribution margin for every product, integrate it into your Google Ads strategy, and finally speak the same language as your finance team. This is the foundation of strategic portfolio management.

•
Contribution MarginROAS+5
Portfolio Strategy

Why Google's Algorithm Concentrates Your Budget (And Why You Can't Fix It Alone)

Why Google's Algorithm Concentrates Your Budget (And Why You Can't Fix It Alone)

•
Product PortfolioROAS+3
Portfolio Strategy

The 80/20 Algorithmic Bias Is Everywhere in PPC: 20 Examples Beyond Product Portfolio Concentration

If you're running Google Ads for eCommerce, you've likely noticed something frustrating: your campaigns look "optimized" - good ROAS, solid conversion rates, efficient CPA - but growth has plateaued.

•
Product PortfolioCampaign Optimization+2
Portfolio Strategy

Portfolio Concentration Risk: The Hidden Threat to Your eCommerce Business

Borrowed from finance, portfolio concentration risk is the silent killer of eCommerce brands. Learn how to measure, monitor, and mitigate it.

•
Product PortfolioROAS+2
Portfolio Strategy

How to Build a Product Discovery Engine (Not Just a Campaign)

Move beyond one-off tests to a systematic, repeatable process for continuously discovering new winning products in your catalog.

•
Product DiscoveryCampaign Optimization+2
Portfolio Strategy

Exploration vs. Exploitation: The Strategy Meta Ads Stole From Your Portfolio

Understanding the explore-exploit tradeoff is the key to unlocking portfolio growth. Here's why your Google Ads campaigns need a dedicated exploration budget.

•
Exploration StrategyBudget Allocation+2
Portfolio Strategy

The 4% Trap: Why Your Best ROAS Might Be Killing Growth

Discover why 90% of your ad conversions coming from just 4% of products creates an invisible growth ceiling - and what to do about it.

•
ROASProduct Portfolio+2