Shopping Strategies That Never Go Out of Style By Jake Favaro
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Transcript of Shopping Strategies That Never Go Out of Style By Jake Favaro
#SMX #14C @j_favaro
Q4 increases in both scale and efficiency with over 2x spend YoY
Sporting Goods Client Q4 Shopping YoY Performance
Year Cost CPC Purchases CVR CPA Revenue ROAS AOV
2015 $404,060 $0.31 47,693 3.66% $8.47 $5,054,882 12.5 $106
2016 $867,755 $0.28 125,488 4.08% $6.92 $15,408,893 17.8 $123
Delta 115% -9% 163% 12% -18% 205% 42% 16%
#SMX #14C @j_favaro
Year Cost CPC Purchases CVR CPA Revenue ROAS AOV
2015 $404,060 $0.31 47,693 3.66% $8.47 $5,054,882 12.5 $106
2016 $867,755 $0.28 125,488 4.08% $6.92 $15,408,893 17.8 $123
Delta 115% -9% 163% 12% -18% 205% 42% 16%
Sporting Goods Client Q4 Shopping YoY Performance
Q4 increases in both scale and efficiency with over 2x spend YoY
#SMX #14C @j_favaro
Common product group segmentation
Desired grouping of metrics by product group
Use “Product Type” to Define Your Bidding Structure
Category
BrandGender
Product
CPCCVRAOV
#SMX #14C @j_favaro
Introducing SKU Value to product group structure helps better optimize to all 3 metrics!
Use “Product Type” to Define Your Bidding Structure
CPCCVRAOVCategory
BrandGender
Product SKU Value
#SMX #14C @j_favaro
Segment according to click volume, not number of products, to ensure sufficient data for smart bidding decisions
Product Group Segmentation and Data Density
#SMX #14C @j_favaro
Creating Individual SKU “Alpha” Ad Group
Shopping SKU
Report
Alpha Ad Group
1:1Bids for HighVolume SKUS
High Spend SKU with No Conversions(Burlap Scarf – SKU
666)
High Volume Converter
(Prada Bag – SKU 1234)
EXCLUSION
Unique bid set for Prada Bag – SKU 1234
Product Group: Prada Bag – SKU
1234 Exclude the Alpha SKUs from all other Ad Groups
#SMX #14C @j_favaro
Creating Individual SKU “Alpha” Ad Group
Shopping SKU
Report
Alpha Ad Group
1:1Bids for HighVolume SKUS
High Spend SKU with No Conversions(Burlap Scarf – SKU
666)
High Volume Converter
(Prada Bag – SKU 1234)
EXCLUSION
Unique bid set for Prada Bag – SKU 1234
Product Group: Prada Bag – SKU
1234 Exclude the Alpha SKUs from all other Ad Groups
Don’t forget to make a shared negative list of wasteful queries as well!
#SMX #14C @j_favaro
Campaign
Ad Group
Alpha
SKU 1
SKU 2
SKU 3
Ad GroupMen’s Outerwear
Vests Jackets
$100-250 $500-700
Coats
Ad GroupWomen’s Shoes
Exclude the Alpha SKUs from all other Ad Groups
#SMX #14C @j_favaro
Non-Brand Campaign Brand Campaign
Apply extensive list of Brand negatives
Scrub query report for new Brand negatives
Bid above Brand
Scrub for pesky Non-Brand queries to exclude
Bid below Non-Brand
Splitting Brand vs Non-Brand Queries
#SMX #14C @j_favaro
Brand Attributed Non-Brand Campaign (BANB)
Create a remarketing list of userswho have clicked your Non-Brand
shopping campaign (Non-Brand Clickers) defined by
URL parameter
1
Accounting for Non-Brand à Brand conversion activity gives a better view into the true value of Non-Brand Shopping
#SMX #14C @j_favaro
Non-Brand
Brand Attributed Non-Brand
Brand
Brand Attributed Non-Brand Campaign (BANB)
Mirror your Brand campaign, with the same settings
Brand campaign #1 (BANB) –target and bid Non-Brand
clickers audience
Brand campaign #2 – exclude Non-Brand Clickers audience
2
3
#SMX #14C @j_favaro
It is almost alwaysbetter to have more clicks at a lower CPC
Budget Caps are Bad…
If Non-Brand campaign is capped,
Non-Brand queries waterfall into Brand
#SMX #14C @j_favaro
Don’t rely on Adwords to tell you a campaign is limited by budget
…And So is Standard Delivery!
#SMX #14C @j_favaro
Q4 2016 Impressions Clicks CTR Cost CPC Conversions CVR CPA Revenue ROAS AOV
Desktop 46,247,732 767,850 1.66% $320,505 $0.42 46,236 6.02% $6.93 $6,089,970 19.0 $132
Mobile 107,373,664 2,001,189 1.86% $427,839 $0.21 65,145 3.26% $6.57 $7,449,812 17.4 $114
Delta 132% 161% 12% 33% -49% 41% -46% -5% 22% -8% -13%
Make sure your delta in mobile vs desktop CPC is greater than but similar to the delta in CVR to
balance ROAS across devices
Balancing Mobile Shopping Metrics
#SMX #14C @j_favaro
CampaignStructure
Take advantage of
SKU bids forhigh volume
traffic
Brand v Non-Brand
SegmentBrand vs NB
queries + useBANB campaign
to improveNB attribution
Bidding
-Scale vs efficiency
-No budget caps or
standard delivery
Mobile
Find balance of lower CPCsfor lower CVRs