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4 Data-Driven Hacks to Turn Searchers Into E-Commerce Shoppers

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The landscape of e-commerce search marketing is changing fast. More retailers are shifting their budgets from traditional text ads to Google Shopping ads to adapt to consumer tastes.

But Google Shopping ads are an entirely different beast than old-school text ads. E-commerce catalogs can span hundreds of thousands of SKUs, which translates to millions of KPIs to track when optimizing campaigns -- data overload for already busy e-commerce marketers!

With so much data, where do you even begin? We’ll show you 4 hacks to cut right to the heart of Google Shopping success, so you can maximize your investment in the channel.

Join Kissmetrics and Sidecar to learn:

Your new go-to AdWords tab for viewing Google Shopping data any way you want
The words and phrases shoppers use to find your products on Google — and how to capitalize on them
How the AdWords Item ID Report can reveal top-performing items and help you revive items that lag
Tactics to turn mobile clicks into sales by segmenting your Google Shopping campaigns by device

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4 Data-Driven Hacks to Turn Searchers Into E-Commerce Shoppers

  1. 1. 4 Data-Driven Hacks to Turn Searchers Into E-Commerce Shoppers MIKE PEREKUPKA, SIDECAR SR. STATISTICAL ANALYST
  2. 2. @Kissmetrics #KissWebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Mike is a Senior Statistical Analyst at Sidecar. He also moonlights as an Adjunct Professor of Statistics at Rowan University. Before joining Sidecar, Mike was a high school math teacher and a data analyst for NASA. When not crunching numbers, he can be found on the nearest tennis court preparing for his next tournament. MIKE PEREKUPKA Sr. Statistical Analyst, Sidecar @MPerekupka
  4. 4. @getsidecar #KissWebinar @MPerekupka
  5. 5. 1 The Google Landscape Dimensions Tab Item ID Report Search Queries Mobile Segmentation 2 The Shopping Landscape 3 Let’s Talk Mobile TABLE OF CONTENTS 4 What’s in a Query 5 Data-Driven Hacks
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. The Google Landscape
  8. 8. THE GOOGLE SERP HAS CHANGED
  9. 9. A DATA-DRIVEN CHANNEL Weighted CPC = ((Clicks1 x Cost1) + (Clicks2 x Cost2) + (ClicksN x CostN))/(Total Clicks) ROAS = Revenue/Costs r = ((n x Σxy) - (Σx)(Σy))/sqrt((n x Σx^2) - (Σx)^2) (n x Σy^2 - (Σy)^2)) Optimal CPC = (Revenue/Orders) x (Orders/Clicks) x COS GOAL AOV = Revenue/Orders CPA = Cost / Conversion Contribution Margin = Channel Revenue - Channel Spend Imp. Share = Impressions / Total Eligibility Imp. Share = Impressions / Total Eligibility Imp. Share = Impressions / Total Eligibility CTR = Clicks / Impressions Impression Share = Impressions / Total Eligibility Pointed Toe Pumps - Navy $49.95 mckenziesco.com McKenziesco.com - Clothing & Accessories Ad www.mckenziesco.com/ Shop our large selection of curated shoes, clothing, accessories & more! Free Shipping • Easy Returns McKenziesco.com - Shop McKenzie’s Ad www.mckenziesco.com/ Large selection of curated clothing & accessories. New arrivals • Daily Restocks • Easy Returns VS A) B)
  10. 10. THE GOOGLE LANDSCAPE In 2016 Retailers Spent 53% of their AdWords budget on Shopping Campaigns Up from 47% in 2015 Shopping revenue as percent of site sales grew 77% YoY 54% of shoppers started their product searches on Google
  11. 11. The Shopping Landscape
  12. 12. A GROWING OPPORTUNITY
  13. 13. THE SHOPPING LANDSCAPE Google Shopping spend grew 30% YoY Mobile percent of total shopping spend grew 48% YoY Mobile revenue grew 134% YoY
  14. 14. Let’s Talk Mobile
  15. 15. Phones are getting bigger, and laptops are getting smaller—blurring the lines between what’s considered a mobile device and what’s not. THE CHANGING MOBILE EXPERIENCE How do you appropriately evaluate each query?
  16. 16. What’s in a Query?
  17. 17. KEY FACT: QUERIES ARE USER-GENERATED CONTENT running shoes
  18. 18. KEY FACT: QUERIES ARE USER-GENERATED CONTENT blue nike free 5.0 running shoes
  19. 19. PURCHASE CYCLE early late CONVERSION POTENTIAL low high PURCHASE CYCLE early late CONVERSION POTENTIAL low high KelseyMichele blue nike free 5.0 running shoesrunning shoes NOT ALL QUERIES ARE CREATED EQUAL
  20. 20. Data-Driven Hacks
  21. 21. Impressions Clicks Ad Spend Orders Revenue Conversion Rate ROAS Traffic Trends Budget Website Orders Material Shipping Costs Conversions Profit Cost-Per-Click Benchmark CPC Benchmark CTR Assisted Conversions View Thru Conversions Customer Lifetime Value Page Views Price Changes SeasonalityDays to Purchase Brand Price Point Average Order Value Margin Cost of Sale Profit/Loss Category Product Type Color Style Repurchase Rate Competition InventoryLocal Inventory Ads New Customer Acquisition Co-op Marketing BIDBID $0.65BID $1.10BID $1.00BID $0.90BID $1.15 BIDBID $0.70BID $0.25BID $1.00BID $1.15BID $0.65 BIDBID $0.95BID $0.90BID $0.40BID $1.10BID $0.75 A DATA-DRIVEN CHANNEL
  22. 22. DATA DRIVEN HACKS HACK 1 DIMENSIONS TAB Your new go-to AdWords tab for viewing Google Shopping data any way you want. HACK 2 ITEM ID REPORT The AdWords Item ID Report can reveal top-performing items and help you revive items that lag. HACK 3 SEARCH QUERIES The words and phrases shoppers use to find your products on Google—and how to capitalize on them. HACK 4 MOBILE SEGMENTATION Turn mobile clicks into sales by segmenting your Google Shopping campaigns by device.
  23. 23. HACK 1: DIMENSIONS TAB Your new go-to AdWords tab for viewing Google Shopping data any way you want.
  24. 24. HACK 1: DIMENSIONS TAB GEO-TARGETING ADJUSTMENTS View performance by state, city, ZIP code, etc. to evaluate efficiency and make adjustments where appropriate.01. DAY-PARTING ADJUSTMENTS Isolate performance by day of the week or hour of day to implement day-parting in your bidding strategy.02. EVALUATE CAMPAIGN STRUCTURE View catalog performance by category, product type, or brand to evaluate and update your current bidding strategy.03.
  25. 25. HACK 2: ITEM ID REPORT The AdWords Item ID Report can reveal top-performing items and help you revive items that lag.
  26. 26. HACK 2: ITEM ID REPORT SORT BY CLICKS Get a view into your most important products in the channel.01. CONSIDER PRODUCT BREAKOUTS If any product is receiving enough traffic or generating enough orders—consider breaking the product out and assigning it a unique bid.02. DOWNLOAD AND SEGMENT BY DEVICE Get a lens into product performance across device. Use this data to help determine if shoppers research on one device and then purchase on another.03.
  27. 27. HACK 3: SEARCH QUERIES The words and phrases shoppers use to find your products on Google—and how to capitalize on them.
  28. 28. HACK 3: SEARCH QUERIES SORT BY IMPRESSIONS View the most commonly searched queries that trigger your Shopping ads.01. SORT BY COST Are any queries driving up cost but never leading to conversions? Consider implementing negative keywords.02. EXACT / PHRASE / BROAD MATCH NEGATIVE KEYWORDS Consider the consequences of entering negatives, and use the correct keyword type to maximize efficiency.03.
  29. 29. HACK 4: MOBILE SEGMENTATION Turn mobile clicks into sales by segmenting your Google Shopping campaigns by device.
  30. 30. HACK 4: MOBILE SEGMENTATION VIEW PERFORMANCE ACROSS DEVICE How does traffic break down across devices? Is any device performing inefficiently?01. CONSIDER DEVICE ADJUSTMENTS If clicks on any device are harming campaign efficiency, implement a negative bid adjustment to reduce spend.02. SEGMENT MOBILE TRAFFIC If enough traffic is coming through mobile, consider creating a mobile-only campaign to segment the traffic as it generally performs much differently.03.
  31. 31. DATA DRIVEN HACKS HACK 1 DIMENSIONS TAB Your new go-to AdWords tab for viewing Google Shopping data any way you want. HACK 2 ITEM ID REPORT The AdWords Item ID Report can reveal top-performing items and help you revive items that lag. HACK 3 SEARCH QUERIES The words and phrases shoppers use to find your products on Google—and how to capitalize on them. HACK 4 MOBILE SEGMENTATION Turn mobile clicks into sales by segmenting your Google Shopping campaigns by device.
  32. 32. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
  33. 33. MIKE PEREKUPKA Sr. Statistical Analyst, Sidecar @MPerekupka THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Questions?

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