Shopping & Best Practices - FINCHShopping & Ads Presented by Bjorn Espenes, CEO of Finch Google’s...
Transcript of Shopping & Best Practices - FINCHShopping & Ads Presented by Bjorn Espenes, CEO of Finch Google’s...
Best Practices FOR
Shopping &Ads
www.finch.com
Presented by Bjorn Espenes, CEO of Finch Google’s “Shopping Performance 2016” and “Search Innovation 2017” award winner
Google recently awarded Finch with
Search Innovation 2017Shopping Performance 2016
We produced amazing results for our clients that triggered a lot of attention!
This is how we do it.
Status of the Paid Search Industry
finch.com @bjornespenes
SHOPPING HAS CHANGED
60% U.S. retail sales will be influenced by the web
by 2017
Retail ecommerce online sales reached
$1.915 trillion in 2016
50% of smartphone users browse products online
everyday.
finch.com @bjornespenes
PAID SEARCH INDUSTRY MAP
80% of the industry
20% of the industry
Not available
Rules Programmatic
CPV
CPA
Manual
Ultimate Performance!
Profit
Whereare you?
Shopping Performance Award
happened here
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COMPLEXITY
*Each instance has a unique cost/revenue/profit history
PLAs DEVICES USER PROFILE
MULTIPLIERS 10,000 3 5
INSTANCES* 30,000 150,000
Sell more products with more profit!
WHAT’S THE OBJECTIVE?
The Foundation
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ATTRIBUTION MATTERS MORE THAN YOU THINK!
Last clickLast ad click
Cross device
Last ad click
Cross device
Phone calls
Off-line
Last ad click
Cross device
Phone calls
$1,000
$2,000
Att
rib
ute
d R
even
ues
$1.00
Max cost per clickbased on 10% cost of
revenue target; 1% conversion rate
$2.00
$1.75
$1.55
$1.35
Max
CP
C
GoogleAnalytics
Google AdWords(all-conversions)
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ATTRIBUTION ALLOCATION MODELS
Last Click First ClickLinear Position-basedTime Decay
Conservative Growth-oriented
Architect for Performance
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SHOPPING OPTIMIZATION GROUPINGS
● One product grouping per ad group
● Build product groupings as granular as maintainable
● Build product groupings based on performance of related products like brand or product type.
Best practice: Split out products with many conversions into new groups and bid individually
finch.com @bjornespenes
CAMPAIGN STRUCTURE
Each PLA performs very differently and needs to be managed individually
Ad Group
Single PLA
Product Group
Shopping Campaign
Audience +/- %
Device +/- %Finch Aggregated
Attribute Data (category, product type,
custom label, etc.)
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SHOPPING OPTIMIZATION GROUPINGS
Finch builds Shopping Campaigns with:
Single Ad Group Single PLASingle Product Grouping
Brand Category ProductType
CustomLabel
Group products internally based on 1 or 2 attributes:
finch.com @bjornespenes
Conv %Rev HistoryBid Modifiers Mobile Re-marketing
0.25%$75.00
+50%+200%
New Visi
tor
Home P
age
Product
Pages
Abandoned Cart
Repeat Clie
nts
MAX C
PC
$1.88
Conv %Rev HistoryBid Modifiers Mobile Re-marketing
2.00%$800.00
+120%+170%
New Visi
tor
Home P
age
Product
Pages
Abandoned Cart
Repeat Clie
nts
MAX C
PC
$3.26
Conv %Rev HistoryBid Modifiers Mobile Re-marketing
1.00%$200.00
+270%+50%
New Visi
tor
Home P
age
Product
Pages
Abandoned Cart
Repeat Clie
nts
MAX C
PC
$0.27
GRANULAR DATA
SHO
PP
ING
CA
MP
AIG
N
AD
GR
OU
PA
D G
RO
UP
AD
GR
OU
P
PR
OD
UC
T G
RO
UP
PH
RA
SEB
RO
AD
+
Conv %Rev HistoryBid Modifiers Mobile Re-marketing
3.00%$500.00
+140%+300%
New Visi
tor
Home P
age
Product
Pages
Abandoned Cart
Repeat Clie
nts
PLA
#1
PR
OD
UC
T G
RO
UP
PLA
#2
PR
OD
UC
T G
RO
UP
PLA
#3
PR
OD
UC
T G
RO
UP
PLA
#4
AD
GR
OU
PA
D G
RO
UP
AD
GR
OU
PA
D G
RO
UP
AD
GR
OU
PM
AX CPC
$6.30
Optimize What Matters Most
Use
r P
rofil
e
Cost Target
Location
Re-markeing List
Mobile & Tablet Modifier
Cost History
Revenue History
PLA#
Conversion Rate
Custom Label History
PLA
Pro
file
Cam
pai
gn
Pro
file
Customer history
Portfolio Adjustment
Elasticity Testing
Product Grouping
Using machine learning to
execute programmatically
MAX CPC
Finch’s Unique Real-time Click Profile
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ADS VS. ANALYTICS
Keywordwith costs
CPVConversion Value
Keywords Total ProfitTransaction - Product and Adwords CostsRevenue
FINCH FEATURE
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TOTAL PROFIT
KeywordConversion
s Avg CPCConversion
RateCost Per
Sale (CPA)
[kitchen taps] 10 $1.00 10% $10.00
[bathroom taps] 10 $1.50 10% $15.00
[sensor taps] 10 $2.00 10% $20.00
Which keyword is the most profitable?
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TOTAL PROFIT
KeywordConversion
s Avg CPCConversion
RateCost Per
Sale (CPA)Revenue Per Sale
Cost / Revenue
(CPV)
[kitchen taps] 10 $1.00 10% $10.00 $50.00 20.00%
[bathroom taps] 10 $1.50 10% $15.00 $80.00 18.75%
[sensor taps] 10 $2.00 10% $20.00 $120.00 16.67%
Which keyword is the most profitable?
finch.com @bjornespenes
TOTAL PROFIT
KeywordConversion
s Avg CPCConversion
RateCost Per
Sale (CPA)Revenue Per Sale
Cost / Revenue
(CPV)Profit after COGS & AW
Total Profit(10 conv.)
[kitchen taps] 10 $1.00 10% $10.00 $50.00 20.00% $0 $0
[bathroom taps] 10 $1.50 10% $15.00 $80.00 18.75% $50 $500
[sensor taps] 10 $2.00 10% $20.00 $120.00 16.67% $40.00 $400
Which keyword is the most profitable?
Feed Tuning & Search Matching
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PRODUCT DATA
1. Have a complete feed.
2. Optimize product titles.
3. Optimize the content in the feed.
finch.com @bjornespenes
PRODUCT FEEDS
Product Information #1
Converse Chuck Taylor All Star mens high tops in red size 12Converse$35.99red12Mencotton/rubber0 12345 67890 1
Product Information #2
TITLE: BRAND:
PRICE: COLOR:
SIZE: MATERIAL:
UPC:
mens red high topsConverse$35.99
0 12345 67890 1
TITLE:
BRAND:
PRICE: COLOR:
SIZE:
GENDER:
MATERIAL:
UPC:
Chuck Taylor in Red
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SEARCH CAMPAIGN PARITY (DSTI)
Converse red shoes
Converse Chuck Taylors Converse Unisex ChuckConverse Chuck Taylor redMen’s ConverseConverse Kids Chuck TaylorConverse Chucks
{PLA Ad} list
Bringing It All Together with Programmatic Execution
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PROGRAMMATIC EXECUTION
Attribution Modeling
FeedQuality
Optimization
ClickProfile
DataModel
Profit Tracking
Attribution Modeling
Feed Quality
Optimization
Click Profile
Data Model
Profit Tracking
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Free “Roadmap to Growth” Analysis
● Tracking and attribution validation
● Market coverage (keyword coverage)
● Competitive gap analysis
● Account structure and bidding strategy
● Historic spend analysis with recommendations
● Growth roadmap
Programmatic Paid Searchwww.finch.com
Best Shopping Performance 2016
Let’s Connect! in/bjornespenes @bjornespenes
OPTIMIZE FOR PROFIT
Google AdWords
Google SERP
search term
Ad
Landing Page
“Thank You”Page $
Conversion
Keywords
Optimize for Total Profit. Transactions are in Analytics, Finch subtracts product costs to calculate Profit.
Cost
Transactions Google
Analytics
FinchProduct
Costs
Conversion amounts and margins differ