Search is no longer just about ranking blue links. As AI-powered experiences, voice assistants, and generative answers reshape how people discover information, marketers are being introduced to new acronyms alongside traditional SEO: AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization).

Two metrics dominate Amazon advertising conversations: ACOS and TACOS. They sound similar, are often used interchangeably, and are frequently misunderstood. In reality, each metric tells a very different story—and understanding how to use both is critical to running a profitable, scalable Amazon Ads program.

ROI is generally hard for local businesses to measure because the customer journey rarely happens in one clean, trackable path. Many local customers discover a business online, research across multiple channels, then convert offline through phone calls, walk-ins, or repeat visits weeks later. Privacy changes, limited budgets, and incomplete tracking tools often make it difficult to connect marketing activity directly to revenue.