1.
4 Data-Driven Hacks
to Turn Searchers Into
E-Commerce Shoppers
MIKE PEREKUPKA, SIDECAR SR. STATISTICAL ANALYST

2.
@Kissmetrics
#KissWebinar
@thuelmadsen

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.
@getsidecar
#KissWebinar
@MPerekupka

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.
WATCH WEBINAR RECORDING NOW

7.
The Google Landscape

8.
THE GOOGLE SERP HAS CHANGED

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.
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.
The Shopping Landscape

12.
A GROWING OPPORTUNITY

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.
Let’s Talk Mobile

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.
What’s in a Query?

17.
KEY FACT: QUERIES ARE USER-GENERATED CONTENT
running shoes

18.
KEY FACT: QUERIES ARE USER-GENERATED CONTENT
blue nike free 5.0 running shoes

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.
Data-Driven Hacks

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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.
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.
HACK 1: DIMENSIONS TAB
Your new go-to AdWords tab for viewing Google Shopping data any way you want.

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.
HACK 2: ITEM ID REPORT
The AdWords Item ID Report can reveal top-performing items and help you revive items that lag.

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.
HACK 3: SEARCH QUERIES
The words and phrases shoppers use to find your products on Google—and how to capitalize on them.

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.
HACK 4: MOBILE SEGMENTATION
Turn mobile clicks into sales by segmenting your Google Shopping campaigns by device.

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.
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.
LEARN MORE NOW
Discover how Kissmetrics can help you optimize your marketing

33.
MIKE PEREKUPKA
Sr. Statistical Analyst, Sidecar
@MPerekupka
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Questions?