Smart Bidding has too little to learn from
Low conversion volume means automated bidding is guessing. Manual control and longer evaluation windows are not old-fashioned here, they are correct.
Attribution windows that are too short lie to you
If the decision takes three weeks and your window is seven days, the campaigns that started the sale get credited with nothing — and you will cut them.
Landed cost is the real cost
Freight and returns on bulky goods can exceed the ad cost entirely. Break-even has to include both.
More: Google Ads for furniture.