Practical performance marketing resources, AI marketing guides, real data and proven paid media strategies that move the needle.
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84 articles
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.
A realistic combined monthly budget for Google Ads and Meta Ads for a Romanian online store has two parts, media spend plus campaign management. How it starts, how it scales, and how to calculate your own figure.
A realistic budget scales with catalog size and with the conversion volume automated bidding needs. Returns and seasonality, not platform ROAS, decide the profit.
Per click, Facebook Ads is usually cheaper in Romania than Google Search, but the verdict depends on the goal, Facebook is cheaper at creating new demand, Google at capturing existing demand.
It brings four things the first month cannot, an account with history that bids more efficiently, accumulated conversion data, tested creatives, and a cost per acquisition that drops as the algorithm learns. Continuity beats starting from scratch.
Build a matrix of real buyer questions crossed with your categories, ask each one in ChatGPT, Perplexity and Google AI Overviews, then mark every answer as present, partial or absent. The pattern shows you where the problem is.
The cost has three components, the one-time audit, ongoing monthly optimization and brand authority work, and moves first with catalogue size. Worth it above 100 active products and with at least one competitor already visible in AI.
There is no single optimization. ChatGPT picks you on brand authority, Perplexity on fresh structured pages it cites in real time, and Google AI Overviews on the Merchant Center feed and product schema. Treat them the same and you lose two out of three.
Four ways to run paid media, do-it-yourself, freelancer, in-house, agency. How to decide which fits, what each delivers, and when not to hire one.
Six standards a credible international PPC agency meets in 2026. How to verify identity, capability and fit of an agency you cannot visit in person.
Digital advertising buys attention, not customers. How to think about acquiring customers through Google Ads, Meta Ads and LinkedIn Ads as an economic system.
How to evaluate an Eastern European PPC agency on delivery standards, not price. A 2026 buyer's guide for international firms.
Looking for a PPC agency, or auditing yours? Five concrete questions for your next meeting and what an AI-current agency looks like in 2026.
Google AI Max for Search is the suite of AI features that extends classic Search campaigns through broader keyword matching, dynamic asset generation and AI intent signals. Here is what it is, how it differs from Performance Max, when to use it, and when to skip it.
Generative Engine Optimization is the discipline of optimising content to be cited by generative engines (ChatGPT, Perplexity, Google AI Overviews, Gemini) when they answer questions. Here is what it means concretely, how it differs from SEO and AEO, and the seven tactics that make an article AI-citable.