{"product_id":"second","title":"The E-commerce Edition","description":"\u003cp dir=\"ltr\"\u003eSo this edition opens with the test most people skip — whether this product can be advertised profitably at all, and what to fix first when the answer is no. Then it covers the things that only matter when you’re shipping something physical.\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003eIncluding one that catches almost everyone out: run the arithmetic on a discounted bundle and you’ll usually find it \u003cem\u003eraises\u003c\/em\u003e your break-even ROAS rather than lowering it. That sounds like bad news and isn’t — it also raises what you can afford to pay for a customer, by about 35% in the worked example. The chapter explains which of those two numbers to scale against, because getting it backwards means killing campaigns that were working.\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e\u003cstrong\u003eInside, 10 pages:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul dir=\"ltr\"\u003e\n\u003cli\u003eThe margin test, with a table that tells you whether to advertise this product or fix your pricing first\u003c\/li\u003e\n\u003cli\u003eAverage order value as a lever — and why the obvious version of that advice is wrong\u003c\/li\u003e\n\u003cli\u003eFirst-order break-even against measured lifetime value, and why “measured” is doing the work in that sentence\u003c\/li\u003e\n\u003cli\u003eCatalogue and feed quality for Advantage+ catalogue ads, and when dynamic ads are the wrong tool\u003c\/li\u003e\n\u003cli\u003eThe creative production rhythm scaling actually requires, by spend level\u003c\/li\u003e\n\u003cli\u003eSeasonality, inventory and the Q4 CPM trap\u003c\/li\u003e\n\u003cli\u003eA diagnostic chapter for when a working account stops working — including the checkout audit most people never run\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Scroll Stop","offers":[{"title":"Default Title","offer_id":49915672920323,"sku":null,"price":38.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0842\/2395\/1107\/files\/cover-ecommerce-edition_dda00fdb-1644-4c8a-90c8-70cffc53e3bd.png?v=1792530780","url":"https:\/\/www.scrollstop.us\/products\/second","provider":"Scroll Stop","version":"1.0","type":"link"}