My Approach to Advertising
Judging a campaign solely by clicks or revenue can be misleading. Commission, product cost, discounts, shipping, ad spend and returns must be considered together. I treat advertising reports as part of the commercial result, connected to e-commerce operations.
Objectives, product groups, budgets, channels, timing and measurement are defined at the outset. Brand awareness, customer acquisition, category growth and stock clearance each require a different approach.
Google, Meta and Marketplace Advertising
For Google Ads, I focus on alignment between search, shopping and remarketing campaigns, product feeds, landing pages and conversion tracking. Accurate Google Merchant Center data is particularly important for shopping campaigns.
For Meta Ads, I assess audiences, creative, product messaging and conversion flows together. For Trendyol and other marketplace advertising, I also consider product ratings, pricing, delivery advantages, campaign participation and organic rankings.
Balancing Campaigns and Pricing
A large advertised discount does not guarantee profitability. Commission offers, coupons, cart discounts and advertising support should be compared on net earnings. I use product-level checks that make price floors, target margins and campaign costs visible.
Stock levels also inform campaign decisions. Aggressive advertising for products with limited stock or long replenishment times can create operational problems after the sale. Advertising plans need to align with stock, supply and order-processing capacity.
Measurement and Reporting
I interpret Google Analytics 4, Google Ads, Meta Ads, marketplace advertising panels and sales reports together. ROAS, conversion rate, cost per click, average order value, new-customer share and product contribution are evaluated against the objective.
Reports should support the next decision as well as describe the past. I focus on clear answers about which campaigns to scale, which products to pause, which creative to refresh and where to allocate budget.
Support for Brands
I offer project-based support for advertising account reviews, campaign restructuring, seasonal campaign plans, product-group performance analysis and regular reporting.
The most productive work is with brands that want advertising improved alongside their e-commerce platform and operations, rather than treated as media buying alone.