Advertising and campaigns

The paid and owned channels a business or store uses to reach customers. The articles cover Google Shopping and Performance Max, Facebook and Instagram ads, TikTok, price comparison sites, affiliate marketing and work with influencers, plus email and SMS as owned channels with the consent they require. Measuring the result — ROAS, MER, customer acquisition cost — runs through all of them. There is also an article on where a company website’s customers really come from. For businesses deciding where to spend their ad budget. Start with e-commerce marketing channels or where the customers actually come from.