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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.

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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.

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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...

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Advertising profitably on your brand terms requires some dynamic strategy and a real appreciation for the game you're playing. Whether you advertise on your brand terms or not, you’re already caught up in that game… and the rules are designed to drive profit to Google. Your competitors have taken their turns. They have stolen what was yours. The clock is ticking. What’s your move?

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Things are changing a lot in the search ad arena. There is a steady ongoing shift of traffic from organic to paid search. You can’t fight it. Any profitable searches are going to be bought by competitors if you don’t pay for them. And increasingly that also means customers searching for brand terms and coupon codes for your site are getting directed to other sites where you’re losing some sales. There's no longer any question of whether you should be using PPC, or even whether you should bid on brand terms. You must. Paid search is going to become a bigger factor in your success going forward than it has been in the past. It’s critical to get it right.

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