Insights
What the algorithm can't see
Business questions, customer results and the thinking behind a new interface for retail growth.
20 articles shown.
How Retail Teams and Google Ads Agencies Can Share Product Priorities
Share product priorities with your Google Ads agency: agree the brief, rules, campaign action, approval and weekly review for Shopping and PMax.
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How to Report Ad Spend to Your CEO, Product by Product
Campaign metrics show performance. Leadership needs to know whether ad spend supported retail strategy. A practical product-level reporting framework.
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How to Give New Products a Fair Shot in Performance Max
New products enter PMax without the history of established sellers. A practical strategy for launch rules, custom labels, stock guardrails and measurement.
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Seasonal Google Shopping Strategy: How to Shift Budget Between Collections
Your seasons change on a calendar. PMax runs on conversion history. How to shift Google Shopping budget between collections with scheduled priority rules.
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Feed Management vs. Product Prioritization: They Solve Different Problems
Feed management vs optimization: compare feed tools, ad optimization, and product prioritization. See where they overlap and when retailers use each.
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Return Rates Are Killing Your Ad Efficiency (and You Can't See It)
Returns land after the sale, so your ad platform never sees them. ROAS overcounts the products that come back. Make returns a priority signal instead.
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Inventory-Aware Advertising: Stop Promoting What You Can't Sell
Inventory-aware advertising uses stock levels, availability, and days of supply to point Google Shopping and PMax budget at the products you can actually sell.
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Margin-Based Advertising: Why ROAS Alone Fails Retailers
ROAS treats every euro of revenue equally. Your margin doesn't. Why profit-based advertising matters and how to build margin rules that work.
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Business Data Ad Platforms Will Never Have
Google and Meta know everything about clicks. They don't see your margins, stock, or returns. Here's the data gap that decides retail profitability.
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"Fully Optimized" PMax Still Wastes Budget
Your agency says your PMax is fully optimized. You still don't know where 30% of budget goes. Here's why optimization isn't strategy. That gap is costing you.
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PMax Optimizes Brilliantly. It Still Cannot See Your Retail Strategy.
Performance Max can optimize conversions and value at remarkable scale. The ceiling appears when the retail strategy behind those goals remains invisible.
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Zombie Products: 30% of Your Catalog Is Invisible
A huge part of your products in Google Shopping are invisible to customers. Learn why PMax creates zombie products by design, and what you can do about it.
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Where Does Your PMax Budget Actually Go?
Most retailers can't tell their CEO where PMax spent last month's budget. Here's how to get product-level visibility into your Performance Max spend.
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From Guesswork to Growth: How Scandinavian Outdoor Taught Google Ads What Actually Matters
How one of the Nordics' leading outdoor retailers shifted ad spend to high-priority products and saw measurable impact within weeks.
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Meet the Team: Simo Heiskanen
Simo Heiskanen is the Chief Growth Officer and a co-founder of Expanly. As a seasoned growth leader, he has spent over a decade building and leading high-performing teams in international e-commerce scale-ups.
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Meet Michael Ovitz, CEO and Co-founder of Expanly
After 17 years in digital marketing and retail growth, Michael Ovitz co-founded Expanly to connect commercial priorities with the advertising investment meant to support them.
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Meet the Team: Samuel Backman
With an early start in programming at the age of 14, Samuel began his journey by building webpages. His passion for code and product development extends beyond a profession, evident in his Engineering Degree in Media and Information Technology.
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How Reima NA Boosted Profitability by 32% by Teaching the Algorithm What Actually Matters
Reima North America transformed their Google Ads performance by shifting budget to strategically aligned products.
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Expanly Wins 'Innovator of the Year' at eCom Summit & Awards 2025
Expanly was recognized for returning strategic control to e-commerce retailers through intelligent advertising optimization.
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No More Black-Boxes, Just Smarter Optimization – Case Swappie
How Swappie gained full visibility into their ad spend allocation and eliminated wasted budget on low-priority products.
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