E-commerce Sales Campaigns

Because products differ in click efficiency, not in price. Splitting campaigns by price or brand — which is what everyone does — mixes a product whose click drags a large basket with one that swallows budget and returns nothing. The right split is by cost per click and its return, and it may well put a cheap product and an expensive one in the same tier.

Not all at once. Pausing hundreds of products together wrecks the campaign structure and sends it back to learning, and deletes products that never got a chance. More importantly, a cheap product may be a basket entry point: it is what gets clicked, and what's bought alongside it is worth several times more. Return is measured on the basket, not the product alone.

Missing data. A vague product title, a single image, an empty size field, or stale stock — each stops the platform showing the product to someone searching for it, at any budget. In store campaigns the catalogue effectively is the campaign; advertising displays what's in it and doesn't repair it.

The number alone means nothing without your margin. A 1.45 return looks like profit and is a real loss after cost of goods, shipping and fees. The threshold is calculated from your margin: the minimum return that covers cost, and above it is profit. Any agency offering you an "excellent" return without asking your margin is quoting a meaningless number.