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E-commerce

Objective​

Scale profitable revenue by balancing acquisition volume and contribution margin.

Core Strategy​

  • Segment products by margin and demand
  • Use Performance Max and Shopping for catalog breadth
  • Use Search for high-intent and branded control

KPI Focus​

  • ROAS and margin-adjusted ROAS
  • Cost per new customer
  • Product-level contribution to revenue

Operational Notes​

  • Maintain SKU-level feed hygiene
  • Exclude low-margin items from aggressive scale campaigns
  • Coordinate promo calendars with bid and budget plans

Next Step​

Return to the module overview and continue with the next lesson in sequence.