Magazine

Black Friday 2026: how to prepare your e-commerce?

Peak Season rewards businesses that arrive with margins, data, catalogue and campaigns already under control

Updated lists and clear segments help Google Ads distinguish acquisition, retention and value

New rules for Manual Actions, whilst third-party content and domain authority relationship remains key

One rate cannot explain where sales are being lost: the funnel needs to be analysed step by step

More automation in Search, with queries, assets, URLs and Brand Controls to review before the upgrade

A small number of (well-designed) flows can have an impact on conversion, repeat purchases and customer retention

Campaign structure, targeting and measurement are starting to resemble a full performance platform

More resilient purchase data, with deduplication, consent and attribution still requiring careful management

Same Display network, new environment: changes to management, formats, bidding and expansion opportunities

Less focus on a single query, more coverage of intent, context and related questions

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