Notes on Paid Media

Bundles and cross-sell: raising average order value with campaigns

Raising average order value is usually cheaper than acquiring more customers. Bundles, multi-packs and cross-sells, well designed and communicated…

Currencies, countries and VAT: selling outside Portugal with ads and no surprises

Selling outside Portugal with ads opens markets but brings practical issues that can spoil margin: currency, taxes, transport, returns, language and each…

Social commerce in 2026: what works between discovery and purchase

Social commerce joins discovery and purchase on social networks: videos showing products, in-app shops, live shopping. For brands, it is an opportunity and…

Niche shops: ad strategy for small catalogues and high margins

A niche shop with few products and high margins has an advantage: each customer is worth a lot. It also has a limitation: volume is small. The ad strategy…

Product launches: a campaign sequence from anticipation to repeat purchase

A product launch is not a single ad, it is a sequence: build anticipation, open sales, sustain, and convert into repeat purchase. Planning it as a campaign…

Budget management in e-commerce: from test to scale without losing ROAS

Moving from a test budget to scale without destroying return is one of the most delicate decisions in e-commerce. Increasing too fast lowers efficiency…

Feed data and generative AI: optimising titles at scale without inventing features

Generative AI can rewrite thousands of product titles in minutes. That saves time but carries the risk of inventing features, repeating phrases and losing…

Returns and real ROAS: adjusting measurement to what actually stays sold

A high ROAS can hide a problem: many sales are returned. If measurement counts revenue before returns, the real return is lower. Adjusting measurement to…

How much is a customer worth? Calculating maximum acquisition cost honestly

Knowing how much you can pay for a new customer is the foundation of any advertising strategy. Without that number, decisions rest on intuition or platform…

From ROAS to MER: one blended metric for budget decisions

Each platform’s ROAS tells part of the story, and each platform credits itself. MER (marketing efficiency ratio) divides total revenue by total marketing…