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Marketing is often evaluated by cost per click, number of leads, or lead cost. But these figures only show a short segment of the customer journey. A business might seem profitable on the first sale and lose money in the long run. This is why LTV helps understand how much value a person brings over their entire period of interaction with the company.

An online store can no longer rely solely on having a catalog on its website. Customers want to see photos, prices, availability, and the store's name even before clicking on a product page. Google Shopping helps display commercial offers within the Google ecosystem and operates through a combination of Merchant Center, a product feed, and Google Ads. Launching product ads or Performance Max with a feed requires accurate product data, a verified website, and configured analytics.

An online store might have a high-quality website, a good product range, and competitive prices, but its products still won't appear in Google Shopping without the right technical foundation. This is where Google Merchant Center comes in – a service that transmits information about products, prices, availability, shipping, and product page links to Google. Through it, a store can participate in free listings and launch Shopping or Performance Max campaigns. The quality of the feed directly impacts whether products will be approved, displayed correctly, and used in advertising.

When a business needs a quick influx of targeted traffic, contextual advertising is most often included in the work. This tool helps show ads to people when they are already interested in a product, service, or solution to a specific problem. Due to this, advertising does not work on the principle of wide coverage, but on the logic of accurately reaching demand. That is why it remains one of the most powerful online promotion channels.

You're at the start and want to understand what arbitrage is without too much theory. Let's sort it all out. We will briefly explain how the combination of the offer and traffic sources works...