We get this question a lot from online merchants. Before we can answer, we need to get one thing straight: ROI is a term from finance that a lot of marketers use to mean something a little different. Read our blog post on How Digital Marketers Misunderstand ROI for more on that. I usually try to use other terms that are more precise. In advertising, when most people say “ROI”, they actually mean “Return on Ad Spend”, which is the total revenue divided by the total ad spend.
Most ecommerce merchants understand that showing 5-star reviews alongside their ads can boost ad performance. However, many misunderstand how the system works. We regularly talk with Magento merchants who don't understand that there is a difference between product reviews and seller reviews. Let's look at both of these and why you need them.
Presented by David Deppner
Meet Magento UK, June 19, 2019
Security is often seen as the realm of the IT team or developers working on the site. But in fact, many of the security problems that merchants face are caused or made worse by the choices of managers and marketers. This presentation cove...
Presented by David Deppner & Megan Deppner
Meet Magento New York, September 5, 2019
Whether you run your digital advertising in-house or hire an agency, every merchant faces challenges with PPC. It seems that ad platforms are always changing the game... introducing new technology, throwing out n...
Advertising platforms and consultants are always pushing ecommerce merchants to "move beyond Last Click attribution" and use fancy new "data driven" attribution models. For related reasons, they are also pushing us to use longer conversion windows. But they're rarely explaining the unintended consequences of the changes they're trying to sell us. If you're considering changing your attribution model, go into it with both eyes open, and an understanding of how it will distort the figures you've been using to make business decisions.