How To Evaluate Your Q4 AdWords Performance
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This document summarizes a presentation about evaluating Q4 AdWords performance. It includes an agenda for analyzing shopping campaigns, competition, search campaigns, and cross-channel success. It discusses breaking down shopping campaigns by dimensions, item reports, and understanding impression share compared to competitors. It also provides insights for auditing search efforts, including dynamic search ads. Lastly, it offers recommendations for next steps based on performance scenarios, such as continuing growth strategies, addressing declines, or running a full analysis to improve the next Q4.
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How To Evaluate Your Q4 AdWords Performance
- 1. Copyright 2017 - Q4 Amazon Virtual Summit How To Evaluate Your Q4 AdWords Performance
- 2. ● Session Recording + Slides Will Be Sent Out ● Join in the Poll Questions! ● Submit Questions to Our Panelists Today’s Logistics
- 3. Overview Founded in 2007 Google Premier Partner 400+ Active Retail Clients Top 50 Fastest Growing Company San Diego D E L I V E R I N G L A S T I N G R E S U L T S F O R O U R C L I E N T S Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing Creative Services About CPC Strategy
- 4. Solutions
- 5. Jason Bell Sr. Retail Search Manager Adam Harms Sr. Retail Search Manager Today’s Speakers
- 6. Today’s Agenda ● Breaking down your shopping campaigns ● Analyzing your competition ● Insights into your search campaigns ● Evaluating success of your cross-channel campaigns ● Using this data to your advantage in 2018
- 7. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Breaking down your Shopping campaigns
- 8. Copyright 2017 - Q4 Amazon Virtual Summit Breaking down your Shopping campaigns Dimensions reports ● Search terms report ● Brand report (if you’re a reseller) ● Audiences ● How did these change YoY? QoQ?
- 9. Item ID Report Item ID Reports ● What were your hero products? What can you attribute this to? ● Did top-performing products match expectations? ● Any changes YoY for certain items? ● Did you competitors offer value-adds against your hero products? Breaking down your Shopping campaigns
- 10. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Analyzing your competition
- 11. Copyright 2017 - Q4 Amazon Virtual Summit Analyzing Your Competition Big Box Retailers Their impact on Shopping ● Tougher to compete YoY ● More competition (ex: Amazon) ● Higher CPCs ● Larger Budgets
- 12. Competing vs. Big Box Retailers After Before Why did I spend more, but make less this Q4? ● High competition = higher CPCs for lower impression share ● Big-box retailers are typically very aggressive in Q4 ● They value impression share and volume over profit and ROAS
- 13. Copyright 2017 - Q4 Amazon Virtual Summit Auction Insights Trending Report ● Analyze how you stack up against competition ● Deeper understanding of competitor insight ● Ability to react fairly quickly to drops/increases in metrics ● Highly adjustable
- 14. Copyright 2017 - Q4 Amazon Virtual Summit Shopping ● Understanding click share metric ● Dive deeper into brand, product_type, & product level data ● Secondary price comparison tools can be helpful ● Automated bidding platform Search ● Impression share & average positioning in relation to conv. rate & main KPI ● Season specific KW performance ● Secondary tools such as Spyfu & SEMRush for example Understanding Impression Share Comparing performance to competitors & Missed ops
- 15. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Insights Into Your Search Campaigns
- 16. Copyright 2017 - Q4 Amazon Virtual Summit Are there any top-performing Shopping terms that you aren’t targeting with Search campaigns? Often we raise bids to stay competitive, but a disproportionate amount of ad spend goes to a few high-funnel keywords. Did you run Dynamic Search Ads (DSAs)? Are their top terms within your DSA campaigns that bring enough volume to build out dedicated text campaigns? Did a few broad keywords monopolize Search campaign spend in Q4? Auditing Your Search Efforts & Campaigns
- 17. Copyright 2017 - Q4 Amazon Virtual Summit Auditing Your Search Efforts & Campaigns Dynamic Search Ads (DSAs) ● Allow Google to match content to searches ● Great way to ensure full coverage on site content (fill in the gaps) ● Large traffic levels at lower CPCs ● Use data to analyze potential areas for expansion ● Not a “set it and forget it” exercise ● Largely dependant on site content
- 18. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Evaluating success of your cross-channel campaigns
- 19. Facebook Spend vs Branded Sessions report Impact of Facebook & Instagram ● How did your social campaigns affect paid search and sitewide performance? ● Map social prospecting spend with Google branded sessions to measure correlation ● Create an audience of users who have visited your site from a FB/IG ad ● Run a geo-targeting test to determine social impact The Social Effect
- 20. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Steps To Success...What To Do Differently
- 21. What Can You Do Now? Scenario A: All time KPI highs ● Congrats! First question is, why? ● How do we continue growth MoM in 2018 ● Analyze the impression share & average positioning of your best performing KWs/Shopping product groups ● Did you run any promotions that were different than LY ● Build upon the successful campaigns/adjustments & pivot from your poorer performing areas ● Can you pinpoint what separates you from your competition
- 22. What Can You Do Now? Scenario B: Relatively flat but still managed to hit KPI targets ● Comp’ed YoY, still a success but looking for more ● First question remains, why? ● Did the campaigns or campaign types remain flat YoY or did different campaign types (Shopping) dip while others (Search) improved? ● KW’s or Product performance YoY, did you see a shift in what performed ● On this top hero products/KWs how did your impression share and value add stack up to your competition? ● Are KPIs too restrictive or did you play it too safe?
- 23. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your Complimentary Retail Search Evaluation CPC Strategy’s Retail Search Evaluation is a complimentary 60-minute analysis and assessment of a retailer's existing Google Shopping campaign architecture, targeting settings, product feed, product pages, and profitability metrics. What Now? SCHEDULE MY EVALUATION
- 24. What Can You Do Now? Scenario C: Poor performance YoY, missed KPI targets ● It happens, continue to ask yourself, why? ● Check on your normal hero products & KWs, pinpoint what caused them to decline YoY ● Can you address this issue (ie: price issue, promotional messaging, shipping difference, other value add) ● Which KPIs were affected, depending on this different data sets should be analyzed ● Make use of secondary tools to understand where your competitors could be focusing ● How did your other channels perform YoY
- 25. What can we do for next Q4? ● Run a full analysis on Q4 & all of 2017 ● Pay close attention to impression share & other competitive metrics Google provides ● Gather understanding of what separated you from your competition in 2017 ● Use learnings to pivot current budget and bidding algorithms towards top performers ● Stay proactive in data analysis throughout 2018
- 26. Jason Bell Sr. Retail Search Manager Adam Harms Sr. Retail Search Manager Questions for Today’s Speakers?
Hinweis der Redaktion
- New UI vs. Old talking point re: dimensions We figure you already know how to analyze your Shopping campaign itself, but to gain further insight and slice the data a few different ways, we like to run Dimensions reports Search term report (plug ISO) Show YoY and QoQ comparisons Retailers often just think about what happens to them, not about what OTHERS are doing -- competition is the other half of the story
- Adam You may be looking at your YoY numbers and wondering why your spend and avg CPCs are higher, but you didn’t actually make more -- many times this is due to competition This past year, the biggest trend we’ve noticed in the competitive space is the rise of big-box retailers In this example on the left you can see before and after(Q4) how
- ISO auction insights look much different
- Shopping - Click share metric available @ Campaign, Ad Group, & Product Group level for Shopping (I usually only see it @ pgroup) Understand this metric, similar to Impression share, it gives you a percentage based upon your product clicks compared to the estimated maximum times it could be have been clicked Helpful alongside impression share to analyze why you may be winning impressions but losing out on clicks (price, promotion, poor data quality, etc) Dive deeper into brand/ptype/product data to understand how your impression share lines up Low impression share, high conv rate? Potential area of missed opportunity to push more aggressively Search - Impression share & average positioning, similar to Shopping if these metrics are on the lower spectrum but your conversion rate is high or ROAS is high (given a decent sample size) then its a potential missed opportunity Season KWs How did the holiday specific KWs do for you YoY Spyfu, SEMRush, etc are all good tools that you should be using (allows for lookback at actual ad copy used by competitors during given timeframes)
- Going into your search campaign spend and analyzing this information...maybe include a few screenshots of common scenarios people would find themselves in after Q4 (few keywords dominating, etc.) - separate slide “In addition to your traditional search campaigns, did you run DSAs?” Jason to Adam transition at beginning, back to Jason at the end for transition
- Anytime you’re looking to invest in the upper-funnel, a salient point is determining whether or not this investment is leading to branded lift or increased direct/organic traffic Retroactively you can use this report on the left to try and measure correlation between FB prospecting spend and brand lift BUT if you want to start measuring this is 2018, there’s a few other steps you can take to be able to report more clearly Create AUDIENCE of users from Facebook or Instagram -- then monitor their activity in the GA audiences tab Run a geo target test ----- test group is group of states in which you DO run FB ads control group is one in which you DON’T advertise Since the social campaigns are hard to track in GA, This is a sort of million-dollar question these days GA uses referrer URLs to credit conversions back to ads. Facebook users browse using ‘https’ instead of ‘http’. So, if a user clicks an ad in Facebook and leaves to convert on an http website, the user can’t be recorded since they have left a secure environment"
- Potentially discussing more about how they hit their targets. All time high’s for our KPIs Relatively flat YoY but still hit targets Poor performance YoY, down on most/all KPIs Main question is understanding “Why?” did this happen for my business? It will be different for everyone in every scenario.
- Wrapping up the previous 3 slides as well as the whole presentation about what types of reports you should be running and looking at. Other talking points Search impression share reports every month, helps understand what is happening around you and how it impacts you Don’t think about your data in a bubble, you have to think and react based upon what other competitors are also doing (especially during the Q4 shopping season) Understanding your competitors & your industry as it relates to advertising efforts will make you more prepared and allow you to eventually become more proactive than reactive