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MMM is here. Turn marketing mix modeling into better decisions.
In 2025, we welcomed PPC whizz Chris Scharmueller to the Growing Ecommerce family – doubling our firepower and freshening our take. Now, Mike Ryan and Chris dig into the real pain points and opportunities facing online retailers today.
They’re joined by industry leaders in ecommerce, digital marketing, and data science to share fresh trends, practical tactics, and cautionary tales. Ready to see what’s really working (and what’s overhyped)? Tune in to solve tomorrow’s challenges with insights you can put into action today.
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Google’s August 17 Bidding Update: Good or Bad? The DataTwo months after Google’s August 17 smart bidding update, the data is in: budget-limited campaigns lost their ROAS surplus in three weeks, not smoothly. Mike Ryan and Chris Scharmueller run a postmortem, checking Google’s claims one by one against smec data: did budget-limited campaigns really over-deliver, why, and what happened to CPCs and ROAS…
Prompt-Driven Campaigns: Will You Still Control Your Ads?Prompt-driven campaigns are coming from Google, OpenAI and Meta. Google and Meta still keep a human in the loop. OpenAI’s vision goes much further. Mike Ryan and Chris Scharmueller compare three very different visions for prompting campaigns, and ask whether campaigns still have a right to exist. Google has pitched a conversational way to build…
Why Amazon Blocked Meta Muse (and Google Should Be Worried)Amazon blocked Meta Muse within days. Here's why Meta's new AI shopping agent threatens Amazon's business, and why Google should be worried too. Mike Ryan and Chris Scharmueller break down Meta Muse, the consumer AI assistant that runs an automated browser in the cloud and became the No. 1 free app in the US App Store within a week. Meta's…
Exact Match in Google AI Mode: What It Means for Your AdsGoogle AI Mode ads now show on nearly 30% of US commercial queries, and Google is testing exact and phrase match there. Here's what it means for your account. In this episode of Growing Ecommerce, Mike Ryan and Chris Scharmueller unpack two stories that complicate Google's AI search narrative. A new study found text ads on almost a third of commercial…
PMax Channel Controls: What the New Sliders Do to Your BudgetGoogle is testing channel controls in Performance Max: sliders that let you tell PMax how much YouTube, Maps or Display matter to your business. It is the biggest change to PMax since PMax launched — and it is not a tick box. Unlike Demand Gen, where you opt a channel in or out, channel controls give you a slider per channel that adjusts…
Amazon Faked a Bidder for 7 Years — What It Cost YouThe FTC says Amazon put a bidder that does not exist into its ad auction — for seven years — so the CPCs you paid on Amazon Ads were never the price the auction produced. Mike Ryan and Chris Scharmüller break down the FTC's case against Amazon Ads: what Amazon is accused of doing to its own auction, what it cost advertisers, and why Amazon's defense…
Everyone Raised Their tROAS 12% — Most of Them Shouldn't HaveGoogle's August 17 bidding update didn't move CPCs. It moved advertiser behaviour — and most of the market reacted to a change that never touched them. The update removed the conservative buffer that artificially lowered bids on campaigns limited by budget. Those campaigns had been quietly over-delivering efficiency for years by picking up…
ChatGPT Ads Hit Europe: Why Your First 3 Months Will DisappointChatGPT Ads are live in 31 European markets — but your account can't use tROAS, remarketing, demographics or an API yet. Here's what to actually expect. OpenAI announced on 18 August that ChatGPT Ads are rolling out across Europe, and advertiser demand is already enormous. Mike Ryan and Chris Scharmueller go through what advertisers really…
