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The product feed is the file in Google Merchant Center that describes each product to Google: title, description, GTIN, price and availability. Without a correct feed, a Google Shopping campaign has nothing to bid on. Here are the mandatory fields and the most common errors that pull your products out of the auction.
Google Merchant Center is the free platform where you upload your product catalogue (the feed) so it can appear in Google Shopping and online-store ads. It does not run campaigns on its own, it feeds the data behind every product shown, with image, price and availability. Without a correctly set up Merchant Center account, your products simply cannot appear in shopping results.
PPC (pay-per-click) is the advertising model where you pay only when someone clicks your ad, not for the impression. The position you appear in is not bought directly with money, it is decided by an auction where your bid and the quality of the ad both count, not budget alone. It runs on Google, Meta, LinkedIn and YouTube, and the only number that decides whether it pays off is the cost per profitable customer, not the price of the click.
ROAS (Return on Ad Spend) measures how much revenue you generate for every leu spent on ads, calculated as ad revenue divided by ad spend. Spend 1,000 RON and generate 4,000 RON and your ROAS is 4.
Impressions and reach don't pay bills. A practical guide to measuring campaigns with metrics that reflect real business performance, not platform activity.
CPA is the metric that connects advertising to profitability. Here's how to calculate your target CPA and what concrete actions reduce it in Google and Meta campaigns.
Break-even ROAS is calculated as 1 divided by your gross margin expressed as a decimal. At a 40% margin, the break-even point is a ROAS of 2.5, below it you lose money, above it you start to profit.