Answers
Should I advertise my whole catalogue?
No. Segment it, and let the products that earn take the budget.
The short answer
No. Segment it, and let the products that earn take the budget.
Most catalogues have a small slice that ever sells and a long tail that has never been served. Advertising all of it equally subsidises the tail with your winners.
Split by performance and margin, give winners room, test unknowns with a capped budget, and stop paying for products that have spent without returning.
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