From Revenue to Profit

Until recently, users in Google PPC campaigns could only optimize for "revenue." To get an overview of actual profits, they tracked the "cost of goods sold" metric, which included expenses for purchasing or producing the sold products.

However, marketing specialists couldn't use this data for campaign optimization. In the past, Google preferred more expensive products with high revenue, which often had low margins, potentially leading to financial losses for merchants. The low-margin factor wasn't intentionally overlooked, but it was not considered during campaign optimization.