A growing ecommerce brand discovered its strong 5x ROAS was masking declining gross margin because Google's algorithms were pushing budget toward high-volume, low-margin SKUs. This article walks through how the account was restructured around margin-aware bidding using custom labels, separated campaigns by margin tier, and recalibrated tROAS targets to reflect actual contribution margin, resulting in higher profit on similar ad spend.
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url | customer_site |
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image | customer_site |
headline | customer_site |
description | customer_site |
dateModified | customer_site |
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"headline": "How An Ecommerce Brand Fixed Google Ads ROAS By Rebuilding Around Margin Instead Of Revenue",
"description": "A growing ecommerce brand discovered its strong 5x ROAS was masking declining gross margin because Google's algorithms were pushing budget toward high-volume, low-margin SKUs. This article walks through how the account was restructured around margin-aware bidding using custom labels, separated campaigns by margin tier, and recalibrated tROAS targets to reflect actual contribution margin, resulting in higher profit on similar ad spend.",
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