https://stefanriemeyer.com/guides/Google Ads and e-commerce from the retailer's sideenhttps://stefanriemeyer.com/guides/bidding-on-your-own-brand/https://stefanriemeyer.com/guides/bidding-on-your-own-brand/How much brand revenue really has to be incremental, how to measure it with a regional test and how to take brand out of your ROAS reporting.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/black-week-google-ads-preparation/https://stefanriemeyer.com/guides/black-week-google-ads-preparation/Test the discount against your own Black Week without one, derive target ROAS from margin, plan the price window, promotions and month-end budget.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/conversion-tracking-online-shop/https://stefanriemeyer.com/guides/conversion-tracking-online-shop/Which conversion is primary, which parameters are required, Tag Manager or plugin, and how to sign off tracking according to how mature your shop is.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/ga4-google-ads-discrepancy/https://stefanriemeyer.com/guides/ga4-google-ads-discrepancy/Why GA4 and Google Ads show different revenue, which figure is fit for which purpose, and how to find tracking errors using click IDs stored in your shop.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/google-ads-profit-bidding/https://stefanriemeyer.com/guides/google-ads-profit-bidding/Four stages from profit reporting to sending contribution margin as the value: what data you need, what changes in campaigns and when you can stop.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/google-shopping-merchant-center/https://stefanriemeyer.com/guides/google-shopping-merchant-center/How product data gets into your ads, what Google checks and what you have to check yourself, and which feed errors cost the most contribution margin.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/good-product-feed/https://stefanriemeyer.com/guides/good-product-feed/What makes a good product feed, which attributes control how products serve, how complete the feed has to be and who in the business should own it.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/google-ads-account-structure-online-shop/https://stefanriemeyer.com/guides/google-ads-account-structure-online-shop/When a separate campaign is justified: a test using break-even ROAS, a worked example, brand and generic, countries and the limits of splitting.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/performance-max-online-shops/https://stefanriemeyer.com/guides/performance-max-online-shops/How Performance Max works for an online shop, which inputs actually change its incentive, which are only hints, and what no report can tell you.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/performance-max-small-shop/https://stefanriemeyer.com/guides/performance-max-small-shop/Is PMax worth it for your shop? Two calculations with your own figures, the working threshold of 60 conversions and what to do below it instead.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/pmax-vs-standard-shopping/https://stefanriemeyer.com/guides/pmax-vs-standard-shopping/Four checks per product group show whether PMax, Standard Shopping or both fit: with a decision table, a worked example and the rule on priority.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/poas-vs-roas/https://stefanriemeyer.com/guides/poas-vs-roas/POAS is ROAS times margin. With formula, worked example and a check: when switching really changes your bids and when ROAS is perfectly adequate.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/server-side-tracking-worth-it/https://stefanriemeyer.com/guides/server-side-tracking-worth-it/How much signal server-side tracking really adds, what running it costs, at what size it pays off and why you still need consent from your visitors.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/smart-bidding-for-online-shops/https://stefanriemeyer.com/guides/smart-bidding-for-online-shops/How Smart Bidding works in a shop, which signals and strategies it uses, why return corrections arrive too late and which value belongs in the bid.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/google-ads-budget-online-shop/https://stefanriemeyer.com/guides/google-ads-budget-online-shop/How to derive your Google Ads budget from cost per click, conversion rate and the data you need, when it is too small and what to do then.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/how-much-can-a-new-customer-cost/https://stefanriemeyer.com/guides/how-much-can-a-new-customer-cost/How to derive your maximum CAC from contribution margin and cash flow, with a worked example covering customer value, payback and capital tied up.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/how-many-conversions-target-roas/https://stefanriemeyer.com/guides/how-many-conversions-target-roas/What Google's 15 and 50 conversions really mean, and how to work out the volume your account needs using basket spread and conversion delay.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/how-to-set-target-roas/https://stefanriemeyer.com/guides/how-to-set-target-roas/How to derive your target ROAS from margin, past performance and incremental ROAS, with a worked example, a rule for new campaigns and the limits.Mon, 02 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/ai-max-for-shopping/https://stefanriemeyer.com/guides/ai-max-for-shopping/What AI Max for Shopping takes over in titles and landing pages, why German feeds are still excluded, and which stop criteria to test it with.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/ads-in-ai-overviews-ai-mode/https://stefanriemeyer.com/guides/ads-in-ai-overviews-ai-mode/What runs in the US, what is already possible in DACH, which campaigns are eligible and which baseline a shop should set before ads in AI answers launch.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/limited-by-budget/https://stefanriemeyer.com/guides/limited-by-budget/The status does not tell you whether more budget pays. How to estimate marginal return, read lost share and choose between budget and target.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/brand-revenue-google-ads-performance/https://stefanriemeyer.com/guides/brand-revenue-google-ads-performance/Why an impressive overall ROAS often rests on your brand, and how to split it into brand, non-brand and an open remainder, with the calculation shown.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/break-even-roas/https://stefanriemeyer.com/guides/break-even-roas/The formula is simple, the inputs are not. How to account for VAT, returns, fees and shipping correctly, and what to decide based on the figure.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/budget-limited-campaigns-target-roas-2026/https://stefanriemeyer.com/guides/budget-limited-campaigns-target-roas-2026/Since August 2026, budget-limited campaigns run at the target ROAS you set. How to reset the target and what that means for Black Week.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/claude-code-google-ads/https://stefanriemeyer.com/guides/claude-code-google-ads/How Claude Code gets at Google Ads data, which API access it needs, what it is good for and why read-only access alone does not protect your budget.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/google-ads-audit-contents/https://stefanriemeyer.com/guides/google-ads-audit-contents/What a Google Ads audit has to deliver: findings in euros, a clear order, a do-not-touch list. Plus where the score, duration and cost of an audit fit in.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/choosing-google-ads-management/https://stefanriemeyer.com/guides/choosing-google-ads-management/How to get from your shop's bottleneck to the right management model, what the service has to earn back, and which warning signs you can spot early.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/google-ads-annual-budget-planning/https://stefanriemeyer.com/guides/google-ads-annual-budget-planning/How to derive your annual budget from contribution margin, stock levels and the seasonal curve, split it across markets and know when to re-plan.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/google-ads-dach-region/https://stefanriemeyer.com/guides/google-ads-dach-region/Fees, VAT, shipping and returns shift the break-even ROAS in each country. With a worked calculation, an account rule and an order for new markets.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/google-ads-for-online-shops/https://stefanriemeyer.com/guides/google-ads-for-online-shops/Four retailer questions instead of the campaign interface: which demand, product, margin and evidence, and where to start in an existing account.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/google-ads-not-spending-budget/https://stefanriemeyer.com/guides/google-ads-not-spending-budget/Why Google Ads is not spending your budget: check target, feed status, price position and demand in a fixed order, and lower the target last.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/is-google-ads-worth-it-online-shop/https://stefanriemeyer.com/guides/is-google-ads-worth-it-online-shop/A minimum order value formula shows whether Google Ads can work for your shop, and how a capped test settles the question when the answer is still open.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/google-ads-switzerland-multilingual/https://stefanriemeyer.com/guides/google-ads-switzerland-multilingual/Why language and region are separate decisions, how to build per language, and when Romandy and Ticino really pay off in CHF.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/google-ads-not-scaling/https://stefanriemeyer.com/guides/google-ads-not-scaling/Why an account stops growing: a fixed diagnostic order from marginal ROAS through budget and demand to price, product range and a new channel.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/google-shopping-switzerland-chf/https://stefanriemeyer.com/guides/google-shopping-switzerland-chf/How a German shop switches feed, landing page and checkout to CHF, handles import charges cleanly and plans for the CHF 100,000 VAT threshold.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/high-roas-vs-low-roas/https://stefanriemeyer.com/guides/high-roas-vs-low-roas/A high ROAS does not mean more profit. Worked example with marginal ROAS, the margin tipping point and a version for the managing director.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/measure-google-ads-incrementality/https://stefanriemeyer.com/guides/measure-google-ads-incrementality/Which incrementality tests a mid-sized retailer can realistically run, how to read iROAS against your margin, and what is left without a formal test.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/ai-in-performance-marketing/https://stefanriemeyer.com/guides/ai-in-performance-marketing/Read, prepare, execute: three risk levels for AI in your ad account, with a damage formula, an approval check and an order in which to get started.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/merchant-center-price-mismatch/https://stefanriemeyer.com/guides/merchant-center-price-mismatch/Why Merchant Center disapproves products for a price mismatch and how to check feed, server HTML, markup and variant in the right order.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/merchant-center-suspension/https://stefanriemeyer.com/guides/merchant-center-suspension/Suspended for misrepresentation? How to align company details, returns, shipping and payment before you use up one of the few review requests you have.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/meta-ads-online-shop/https://stefanriemeyer.com/guides/meta-ads-online-shop/Meta creates demand, search captures it. What that means for minimum budget, campaign setup, test length and how a shop should judge results.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/meta-shows-more-revenue-than-shop/https://stefanriemeyer.com/guides/meta-shows-more-revenue-than-shop/Why Meta reports more purchases than your shop, what view-through counts and how to check tracking, counting rules and real impact in three steps.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/pmax-brand-exclusions/https://stefanriemeyer.com/guides/pmax-brand-exclusions/What brand exclusions in Performance Max block and what they do not, how to measure the brand share for your current setup and why ROAS may fall.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/discount-promotions-after-ad-spend/https://stefanriemeyer.com/guides/discount-promotions-after-ad-spend/A 20% discount moves break-even ROAS and the extra volume you need a long way. With a calculation table, a full P&L and a check for pull-forward.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/search-campaigns-online-shop/https://stefanriemeyer.com/guides/search-campaigns-online-shop/Which search queries belong in Search, which to leave to the feed, and why the pages your shop already has should dictate the campaign structure.Sun, 01 Nov 2026 06:00:00 +0100https://stefanriemeyer.com/guides/search-terms-report-analysis/https://stefanriemeyer.com/guides/search-terms-report-analysis/How to group search terms by intent and contribution margin, exclude unrelated intent straight away and derive the minimum data from your margin.Sun, 01 Nov 2026 06:00:00 +0100