ROI Revolution

TL;DR: Brand marketing for ecommerce is the work of shaping how shoppers perceive, remember, and trust your brand before they’re ready to buy. Only about 5% of buyers in a category are in-market at any time. Brand marketing reaches the other 95%, so they think of you first when they’re ready, and your performance campaigns have more shoppers to convert.

TL;DR: Meta has a long list of new ad features on the way. We picked out the four we think will help ecommerce brands most: AI-powered audience discovery, “Choose an audience for each ad,” ROAS goal expansion, and the performance-based scaling tool. Several are already live in some accounts, and the timing is good for brands with Q4 seasonality.

Met...

In this edition: Google documentation updates, spam updates, the Universal Cart launch and guidance on website downtime

What’s New:

Google recently made three important updates to its document,

TL;DR: Semantic search matches the meaning of a query rather than its exact words, so a search for “heart attack” can surface a page about “myocardial infarction.” Semantic search isn’t “LSI keywords” renamed, and good SEO fundamentals already cover most of it. If your traffic is down while rankings hold, compare Search Console metrics and revenue together, a...