Growing Ecommerce – The Retail Growth Podcast

Smarter Ecommerce
  • 5.0 (1)
  • MARKETING
  • UPDATED WEEKLY

Feed your growth mindset. Ecommerce is growing, and so are the challenges and opportunities for online retailers. In the Growing Ecommerce podcast, Mike Ryan and other smec experts are joined by industry leaders in ecommerce, digital marketing, and data science. By sharing business trends, practical solutions, and best practices, this podcast helps online retailers solve the challenges of tomorrow.

  1. The State of PPC 2026: Live from SMX Munich w/ Wijnard Meijer (TrueClicks) and Frederick Vallaeys (Optmyzr)

    2D AGO

    The State of PPC 2026: Live from SMX Munich w/ Wijnard Meijer (TrueClicks) and Frederick Vallaeys (Optmyzr)

    If you want to know how your peers are actually handling the grind, the Google Ads updates, and the "AI takeover," this episode is a must-watch. We recorded a special edition of Growing Ecommerce live from SMX Munich! Host Mike Ryan is joined by Wijnand Meijer (Co-founder & CEO at TrueClicks) and Frederick Vallaeys (CEO at Optmyzr) to dive deep into the freshly released Global State of PPC 2026 Report. This isn't just another PDF to gather dust in your downloads folder. Driven by the team at TrueClicks and supported by top industry partners, it’s an unfiltered reality check for the entire paid search industry.  With 1,300+ respondents spilling the tea across 60+ charts and 14,000 words, we unpack the hard insights on agency billing, Performance Max workarounds, and why AI isn't saving us as much time as the tech bros promised. The Complexity Struggle: 53% of practitioners say managing PPC is harder than it was two years ago.Agency Operations: Agencies managing over $1M/month are doing so with 20% fewer people. Yet, 1 in 5 agencies still charge by billable hours (with heavy geographical differences: only 4-12% in the US/AUS vs. 25% in Europe).The PMax Paradox: 48% complain about a lack of granular control, leading to workarounds like standard shopping hybrids (37%) and feed-only builds (17%). Despite this, 65% are satisfied with their PMax results.The AI Elephant in the Room: On average, professionals report saving only 5.2 hours a week using AI. Furthermore, 70% state that quality and accuracy (hallucinations) are their biggest AI hurdles.The Tool Stack: Surprisingly, 62% of respondents don't use paid third-party tools for analysis or optimization, relying entirely on native interfaces and spreadsheets. Resources & Links:Read the full, unfiltered report for free at: www.ppcsurvey.comA massive thank you to Wijnand Meijer and the TrueClicks team for driving this monumental effort.Shoutout to all the fellow partners for making this happen: DataFeedWatch by Cart.com, God Tier Ads, Hero Conf, Optmyzr, Producthero, SMX Advanced Europe, Swydo, TrueClicks, and Smarter E-commerce (smec).Learn more about Smarter E-commerce: smarter-ecommerce.comAbout Smarter Ecommerce (smec) Smarter Ecommerce (smec) helps e-commerce brands scale profitably with AI-driven PPC automation—optimizing for business outcomes while keeping strategic control in the hands of marketers. The platform activates first-party data (e.g., margins, CLV, core business metrics) to automate campaign optimization toward profitability and efficient growth, with transparent insights that reduce manual work and free teams for strategic oversight. As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages €500M+ in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients, including THG, Snipes, REWE, and Intersport. Follow smec for performance marketing insights: Website: smarter-ecommerce.com LinkedIn: linkedin.com/company/smarter-ecommerce-gmbh Newsletter: smarter-ecommerce.com/en/newsletter/ Instagram: instagram.com/smarterecommerce

    54 min
  2. The end of Dynamic Search Ads is here! Insights from 200+ AI Max campaigns

    4D AGO

    The end of Dynamic Search Ads is here! Insights from 200+ AI Max campaigns

    In this episode of Growing E-commerce, Mike Ryan and Chris from Smarter Ecommerce (smec) tackle the massive news that DSA's time on Earth is limited. With DSA going the way of the dinosaurs, Google is pushing advertisers toward AI Max for Search. But is it actually a worthy replacement? To find out, Mike breaks down the findings from his brand-new 18-page report, The Ultimate Guide to AI Max. After analyzing 1 year of data across more than 600 Google Ads search campaigns, the numbers tell a nuanced story about incrementality versus efficiency. We cover exactly what AI Max is, how it overlaps with PMax and Broad Match, and the real cost of those "incremental" conversions. If you are a heavy DSA user, this is the exact data you need to start planning your migration strategy! 📊 Key Takeaways from the 600-Campaign Study: The DSA Sunset: Google confirmed DSA will eventually be retired, making AI Max the logical testing ground for future-proofing your search strategy.The Incrementality Reality: AI Max does generate more conversions (about 13% more on average), but it comes at a cost.The Efficiency Trade-Off: Cost Per Acquisition (CPA) is typically 16% higher.ROAS Volatility: While Google claims AI Max maintains similar efficiency, the data shows a very broad, flat distribution of ROAS outcomes—meaning active management is required.Cannibalization Risks: 48% of AI Max users are also running DSA and PMax, leading to potential account bloat and self-competition.🔗 Resources & Links: Download the free 18-page Ultimate Guide to AI Max (PDF, Long-form article, and Script): https://smarter-ecommerce.com/blog/en/google-ads/the-ultimate-guide-to-ai-max-for-google-search/ About Mike Ryan: Based in Austria and originally from Boston, Mike Ryan is the Head of Ecommerce Insights at Smarter Ecommerce (smec) with over ten years of experience in retail and PPC landscape. With a robust background spanning retail operations, product management, and digital ads, Mike leverages his multidisciplinary expertise to drive data-informed strategies that help online retailers optimize their performance in an increasingly competitive market. About Christian Scharmueller: As a seasoned veteran in the PPC and Ecommerce space, Christian Scharmüller serves as the CCO & Managing Director of Smarter Ecommerce. With over 12 years of experience at the forefront of ad tech, Christian is a sought-after speaker at major industry events, including SMX and OMR, where he shares insights on high-level e-commerce strategy and the future of retail media. About Smarter Ecommerce (smec) Smarter Ecommerce (smec) helps e-commerce brands scale profitably with AI-driven PPC automation—optimizing for business outcomes while keeping strategic control in the hands of marketers. The platform activates first-party data (e.g., margins, CLV, core business metrics) to automate campaign optimization toward profitability and efficient growth, with transparent insights that reduce manual work and free teams for strategic oversight. As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages €500M+ in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients, including THG, Snipes, REWE, and Intersport. Follow smec for performance marketing insights: Website: smarter-ecommerce.com LinkedIn: linkedin.com/company/smarter-ecommerce-gmbh Newsletter: smarter-ecommerce.com/en/newsletter/ Instagram: instagram.com/smarterecommerce

    33 min
  3. The Expensive Problem with Google’s Search Partner Network (SPN): Insights from 1,500+ Campaigns

    MAR 3

    The Expensive Problem with Google’s Search Partner Network (SPN): Insights from 1,500+ Campaigns

    🚨 Breaking Google Ads News: Dynamic Search Ads (DSA) will be going "the way of the dinosaurs." As confirmed by Google's Ginny Marvin, DSA's time is limited, paving the way for AI Max as the future-proof campaign standard. Is the Google Ads Search Partner Network draining your Performance Max budget? We looked at 1,500+ campaigns and finally have the data to prove it. In this episode of Growing Ecommerce, Mike Ryan and Chris Scharmueller dive into data from over 1,500 PMax campaigns throughout 2025 and early 2026. The numbers are in—and they are highly concerning for advertisers relying on the Search Partner Network (SPN). We break down exactly where your PMax impressions are going, why Google is hesitant to give you an opt-out button, and the massive impact SPN has on your ROAS and CPA.  PLUS: We share exclusive breaking news confirmed by Google's Ginny Marvin: the sun is setting on Dynamic Search Ads (DSA). If you want to stay ahead of the curve and stop wasting ad spend on low-intent, bot-heavy traffic, this episode is a must-watch! Key PMax Data Insights Shared in This Episode: Based on a trimmed mean analysis of 1,500+ PMax campaigns with 30+ monthly conversions: PMax Impression Share (Excluding Search): YouTube (49%), Google Display (17%), SPN (17%), Maps (11%), Discover (7%), Gmail (0.5%).Click-Through Rate (CTR): 40% lower on the Search Partner Network.Conversion Rate: 63% lower on SPN.Cost Per Acquisition (CPA): 73% higher on SPN.Return on Ad Spend (ROAS): 63% lower on SPN compared to parent campaigns.Invalid Traffic (IVT): SPN holds the highest share of malicious and fraudulent clicks across networks.— About Mike Ryan: Based in Austria and originally from Boston, Mike Ryan is the Head of Ecommerce Insights at Smarter Ecommerce (smec) with over ten years of experience in retail and PPC landscape. With a robust background spanning retail operations, product management, and digital ads, Mike leverages his multidisciplinary expertise to drive data-informed strategies that help online retailers optimize their performance in an increasingly competitive market. About Christian Scharmueller: As a seasoned veteran in the PPC and Ecommerce space, Christian Scharmüller serves as the CCO & Managing Director of Smarter Ecommerce. With over 12 years of experience at the forefront of ad tech, Christian is a sought-after speaker at major industry events, including SMX and OMR, where he shares insights on high-level e-commerce strategy and the future of retail media. About Smarter Ecommerce (smec) Smarter Ecommerce (smec) helps e-commerce brands scale profitably with AI-driven PPC automation—optimizing for business outcomes while keeping strategic control in the hands of marketers. The platform activates first-party data (e.g., margins, CLV, core business metrics) to automate campaign optimization toward profitability and efficient growth, with transparent insights that reduce manual work and free teams for strategic oversight. As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages €500M+ in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients, including THG, Snipes, REWE, and Intersport. Follow smec for performance marketing insights: Website: smarter-ecommerce.com LinkedIn: linkedin.com/company/smarter-ecommerce-gmbh Newsletter: smarter-ecommerce.com/en/newsletter/ Instagram: instagram.com/smarterecommerce

    22 min
  4. Is ROAS Overrated? – Why the “Revenue Trap” Might Kill Your Google Ads Profit

    FEB 24

    Is ROAS Overrated? – Why the “Revenue Trap” Might Kill Your Google Ads Profit

    Is ROAS a flawed metric for Google Ads? According to acclaimed ecommerce experts Mike Ryan and Christian Scharmüller, using Return on Ad Spend (ROAS) as your primary "North Star" metric creates a dangerous "Revenue Trap." Because ROAS measures revenue rather than actual margin, it creates an "air gap" that ignores the law of diminishing returns, ultimately hurting the profitability of mature Google Ads campaigns. In this episode of Growing eCommerce, the hosts break down how to properly use ROAS as a bidding signal and explore the latest transparency updates to Google’s Performance Max (PMax) campaigns. The Problem with ROAS as a Profit Proxy: Many advertisers use ROAS as a stand-in for profit. However, as campaigns scale, incremental returns flatten out. A 600% ROAS does not guarantee your next ad dollar will yield the same profit margin. ROAS is a Communication Vessel, Not Just a Goal: Setting a blanket ROAS target across multiple campaigns is a strategic mistake. ROAS is actually your primary bidding signal and pacing tool to steer Google's algorithms. Dynamic vs. Static Targeting: Advertisers should move away from adjusting ROAS based on "gut feeling" and adopt a scientific, data-driven approach based on specific campaign constraints. Resources & Expert Links FREE smec Advanced Channel Report Script: https://smarter-ecommerce.com/en/google-ads-scripts/pmax-channel-insights/About Mike Ryan: Based in Austria and originally from Boston, Mike Ryan is the Head of Ecommerce Insights at Smarter Ecommerce (smec) with over ten years of experience in retail and PPC landscape. With a robust background spanning retail operations, product management, and digital ads, Mike leverages his multidisciplinary expertise to drive data-informed strategies that help online retailers optimize their performance in an increasingly competitive market. About Christian Scharmueller: As a seasoned veteran in the PPC and Ecommerce space, Christian Scharmüller serves as the CCO & Managing Director of Smarter Ecommerce. With over 12 years of experience at the forefront of ad tech, Christian is a sought-after speaker at major industry events, including SMX and OMR, where he shares insights on high-level e-commerce strategy and the future of retail media. About Smarter Ecommerce (smec) Smarter Ecommerce (smec) helps e-commerce brands scale profitably with AI-driven PPC automation—optimizing for business outcomes while keeping strategic control in the hands of marketers. The platform activates first-party data (e.g., margins, CLV, core business metrics) to automate campaign optimization toward profitability and efficient growth, with transparent insights that reduce manual work and free teams for strategic oversight. As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages €500M+ in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients, including THG, Snipes, REWE, and Intersport. Follow smec for performance marketing insights: Website: smarter-ecommerce.com LinkedIn: linkedin.com/company/smarter-ecommerce-gmbh Newsletter: smarter-ecommerce.com/en/newsletter/ Instagram: instagram.com/smarterecommerce

    29 min
  5. PMax vs. Standard Shopping? – 3 Google Ads Myths Busted

    FEB 17

    PMax vs. Standard Shopping? – 3 Google Ads Myths Busted

    In this episode of Growing eCommerce, Mike Ryan and Chris debunk three persistent myths that are still holding retailers back in 2026. While everyone is distracted by the hype of UCP and Agentic Commerce, many accounts are bleeding efficiency due to outdated structures like the "Heroes & Zombies" matrix and one-dimensional margin buckets. We break down why these old-school tactics create self-fulfilling prophecies of failure and share what sophisticated retailers are doing instead to balance volume, margin, and the new reality of AI-driven search. In this episode, we cover: The "Zero Click" Wake-Up Call: Why the shift to walled gardens means you need to fix your tactical basics now before the ecosystem changes forever.Myth #1: Heroes & Zombies: Why classifying low-volume products as "zombies" is a logical flaw that starves your potential growth engines. We explain the danger of using historical data to doom new products.Myth #2: Margin Buckets: Why segmenting campaigns by gross margin % (e.g., 0-5%, 5-10%) is dangerous. Mike shares data showing how this ignores conversion volume and pricing strategies, leading to "death by optimization."Myth #3: PMax vs. Standard Shopping: It’s no longer an either/or decision. We discuss the rise of hybrid setups and why Standard Shopping is actually gaining cost share again.Key Takeaways: Don't rely on single-dimensional data: Grouping products solely by ROAS or Margin % ignores critical context like seasonality, price competitiveness, and absolute profit.Standard Shopping isn't dead: Even Google is now advocating for hybrid use cases, such as using Standard Shopping for query filtering or specific inventory control. +1The "Self-Fulfilling Prophecy": If you put a new product in a "zombie" campaign with low budget because it has no data, it will never get data. You need a multi-dimensional scoring strategy.About Mike Ryan Based in Austria and originally from Boston, Mike Ryan is Head of Ecommerce Insights at Smarter Ecommerce (smec). With 10+ years in retail and PPC, and experience across retail operations, product management, and digital advertising, he helps online retailers turn data into strategies that improve performance in a highly competitive market. About Christian Scharmüller Christian Scharmüller is CCO & Managing Director at Smarter Ecommerce and a long-time expert in PPC and e-commerce. With 12+ years in ad tech, he’s a regular speaker at major industry events such as SMX and OMR, sharing insights on e-commerce strategy and the future of retail media. About Smarter Ecommerce (smec) Smarter Ecommerce (smec) helps e-commerce brands scale profitably with AI-driven PPC automation—optimizing for business outcomes while keeping strategic control in the hands of marketers. The platform activates first-party data (e.g., margins, CLV, core business metrics) to automate campaign optimization toward profitability and efficient growth, with transparent insights that reduce manual work and free teams for strategic oversight. As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages €500M+ in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients, including THG, Snipes, REWE, and Intersport. Follow smec for performance marketing insights: Website: smarter-ecommerce.com LinkedIn: linkedin.com/company/smarter-ecommerce-gmbh Newsletter: smarter-ecommerce.com/en/newsletter/ Instagram: instagram.com/smarterecommerce

    35 min
  6. Google’s UCP Explained: Will "Agentic Commerce" Replace Search in 2026?

    FEB 10

    Google’s UCP Explained: Will "Agentic Commerce" Replace Search in 2026?

    UCP (Universal Context Protocol) is a new infrastructure layer aiming to standardize “agentic commerce.” It breaks ecommerce into modular capabilities (“Lego bricks”) so AI agents can negotiate tasks like product discovery, checkout, and payments across platforms. This has become an infrastructure war: Google is pushing UCP as an open-source standard versus OpenAI’s ACP (Agentic Commerce Protocol) and Anthropic’s MCP (Model Context Protocol). Big retailers such as Walmart and Zalando are already experimenting with UCP right now. In this episode of Growing Ecommerce, Mike Ryan and Christian Scharmüller unpack what “Agentic Commerce” means as AI shifts from generating text to taking actions in online shops—and what that implies for your data feed strategy. In this episode, we cover: • The Rise of UCP: how agents “negotiate” capabilities like discovery and checkout—similar to early standards wars (e.g., electricity). • Adoption Reality Check: will consumers let AI buy their sneakers? Mike forecasts ~10% of UCP-based transactions within 2 years; Chris estimates ~5%. • The Protocol War: how partnerships with giants (Walmart, Zalando) help Google try to win the standard. • New Merchant Responsibilities: to reduce hallucinations, Google plans 10–12 new feeds/attributes, pushing more structured-data work back to retailers. About the hosts: Mike Ryan (Austria; originally Boston) is Head of Ecommerce Insights at Smarter Ecommerce (smec), with 10+ years in retail and PPC. Christian Scharmüller is CCO & Managing Director at smec, a long-time PPC/ecommerce leader and frequent speaker (e.g., SMX, OMR). Smarter Ecommerce (smec) helps e-commerce brands optimize PPC with AI-driven automation focused on profit and business outcomes, leveraging first-party data like margins and LTV. Follow smec for more performance marketing insights: LinkedIn: https://linkedin.com/company/smarter-ecommerce-gmbh Subscribe for more actionable eCommerce insights! #eCommerce #GoogleAds #UCP #AgenticCommerce #AI #DigitalMarketing #RetailTrends #GoogleMerchantCenter smec is a Google Premier Partner and three-time Microsoft Retail Partner of the Year, managing €500M+ in ad spend and driving €5B+ in annual e-commerce revenue across 350+ global retail clients (incl. THG, Snipes, REWE, Intersport). More: Website: https://www.smarter-ecommerce.com Newsletter: https://smarter-ecommerce.com/en/newsletter/ Instagram: https://www.instagram.com/smarterecommerce/ Why it matters: if agents become the new storefront, whoever sets the protocol shapes access to customers, data standards, and product visibility—so feed quality and structured attributes really matter. About Smarter Ecommerce (smec) Smarter Ecommerce (smec) helps e-commerce brands scale profitably with AI-driven PPC automation—optimizing for business outcomes while keeping strategic control in the hands of marketers. The platform activates first-party data (e.g., margins, CLV, core business metrics) to automate campaign optimization toward profitability and efficient growth, with transparent insights that reduce manual work and free teams for strategic oversight. As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages €500M+ in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients, including THG, Snipes, REWE, and Intersport. Follow smec for performance marketing insights: Website: smarter-ecommerce.com LinkedIn: linkedin.com/company/smarter-ecommerce-gmbh Newsletter: smarter-ecommerce.com/en/newsletter/ Instagram: instagram.com/smarterecommerce

    31 min
  7. Ecommerce Trends 2026: Google AI, Temu & CPC Forecast

    12/23/2025

    Ecommerce Trends 2026: Google AI, Temu & CPC Forecast

    In the final episode of 2025, Chris and Mike trade their suits for matching Christmas pajamas to deliver a raw, honest review of the year in digital marketing. 🎄 They break down the biggest surprises of the year, from Google’s unexpected pivot toward transparency to the "Naughty List" players who frustrated the industry. Mike reveals details about his behind-the-scenes meeting with Temu, while Chris explains why Mark Zuckerberg is on his bad side this year. Plus, we look ahead to 2026. Will CPCs finally slow down? What is "Gen 2 Commerce," and how will AI reshape the shopping experience next year? In this episode, Mike and Chris cover: The 2025 in Review: Highs, lows, and navigating information overload. The Naughty & Nice List: Why Google’s PMax updates won us over, and why Meta’s ad strategy is failing agencies. The Temu Report: Mike’s personal experience meeting with Temu reps. 2026 Predictions: Economic outlook, AI commerce features, and the future of media buying.Ready to grow your Ecommerce business? Visit us at: https://smarter-ecommerce.com About Smarter Ecommerce (smec) Smarter Ecommerce (smec) helps e-commerce brands scale profitably with AI-driven PPC automation—optimizing for business outcomes while keeping strategic control in the hands of marketers. The platform activates first-party data (e.g., margins, CLV, core business metrics) to automate campaign optimization toward profitability and efficient growth, with transparent insights that reduce manual work and free teams for strategic oversight. As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages €500M+ in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients, including THG, Snipes, REWE, and Intersport. Follow smec for performance marketing insights: Website: smarter-ecommerce.com LinkedIn: linkedin.com/company/smarter-ecommerce-gmbh Newsletter: smarter-ecommerce.com/en/newsletter/ Instagram: instagram.com/smarterecommerce

    37 min
  8. Are Your Google Ads Lying to You? - Marginal ROAS Explained

    12/16/2025

    Are Your Google Ads Lying to You? - Marginal ROAS Explained

    In this episode, Mike Ryan and Chris dive into the fundamental issue plaguing advanced performance advertisers: the lack of data integrity between ad platforms and a retailer’s backend systems. Why are sophisticated retailers taking optimization decisions on ad platform data when their final bottom-line evaluation comes from a different source? Mike calls this the "optimization gulf". The hosts argue that this disconnect is a major tactical issue that is driving platforms like Google and Meta to pursue cross-channel solutions to regain trust. Key discussion points include: The Single Source of Truth (SSOT) Problem: Why using last-click attribution and optimizing within channel silos led to platforms taking 100% credit for the same purchases.The iOS 14.5 Inflection Point: How Apple's anti-tracking policies broke Meta campaigns, leading to the rise of "magic pixels" (Triple Whale, Northbeam) to fix reporting.Marginal ROAS vs. Average ROAS: Why optimizing only for average ROAS is a "massive flop" and why you need to understand the concept of marginal return to avoid spending beyond your optimal point.Google's Contradiction: We break down Google's claim that its bidding system (PMax) finds the cheapest conversion across all networks, and the subsequent contradiction of why the performance of those individual channels often looks bad in segmented reports.About Smarter Ecommerce (smec) Smarter Ecommerce (smec) helps e-commerce brands scale profitably with AI-driven PPC automation—optimizing for business outcomes while keeping strategic control in the hands of marketers. The platform activates first-party data (e.g., margins, CLV, core business metrics) to automate campaign optimization toward profitability and efficient growth, with transparent insights that reduce manual work and free teams for strategic oversight. As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages €500M+ in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients, including THG, Snipes, REWE, and Intersport. Follow smec for performance marketing insights: Website: smarter-ecommerce.com LinkedIn: linkedin.com/company/smarter-ecommerce-gmbh Newsletter: smarter-ecommerce.com/en/newsletter/ Instagram: instagram.com/smarterecommerce

    40 min
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About

Feed your growth mindset. Ecommerce is growing, and so are the challenges and opportunities for online retailers. In the Growing Ecommerce podcast, Mike Ryan and other smec experts are joined by industry leaders in ecommerce, digital marketing, and data science. By sharing business trends, practical solutions, and best practices, this podcast helps online retailers solve the challenges of tomorrow.

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