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SMX Munich 2018 — Advanced Google Shopping Reporting

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Christian Scharmüller's SMX presentation about "Advanced Google Shopping: Features, Tools & Hacks", discussing reporting options in the AdWords interface and how to use report insights to optimize Shopping campaigns. Questions? Contact us via info@smarter-ecommerce.com

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SMX Munich 2018 — Advanced Google Shopping Reporting

  1. 1. Data Reporting Advanced Google Shopping: Features, Tools & Hacks
  2. 2. Agenda I. Introduction II. Google Shopping Challenges III. Why Reporting? IV. AdWords Reporting V. Use Case 1: The ROAS problem VI. Use Case 2: Negative Keywording
  3. 3. About me Christian Scharmüller Head of Sales, smec christian.scharmueller@smarter-ecommerce.com +43 69917266326 @smec
  4. 4. Google Shopping Challenges Overview Feed and Data Quality Campaign Structure and Settings Bidding Reporting and Optimization
  5. 5. Reporting is more than showing numbers. It is a powerful enabler.“ ”
  6. 6. Reporting and Optimization Reporting in AdWords can be done in three ways ● On campaign or ad group level ● Via Dimensions tab ● Via the Reports and Dashboards tabs AdWords Reporting
  7. 7. AdWords Reporting Campaign or Ad Group Reporting Filter by campaign type (i.e. Shopping only) Define metrics, apply filters, display graph, ... Download data 01 02 03 01 02 03
  8. 8. Advantages ● Gives a quick overview of the campaign / ad group performance Disadvantages ● Not more than a quick overview ● Data visibility depends on account structure AdWords Reporting Campaign or Ad Group Reporting + -
  9. 9. AdWords Reporting Dimensions Tab Go to ‘Dimensions’ tab Choose ‘View Shopping - XXX’, depending on which attribute you want to look at Analyze data 01 02 03 01 02 03
  10. 10. Advantages ● Granular performance data, based on defined criteria ○ Brand ○ Category ○ Item level ○ etc ● No dependency on campaign- and ad group structure ● Can be saved to ‘Reports’ and sent according to schedule Disadvantages ● No charts available, poor visualization AdWords Reporting Dimensions Tab + -
  11. 11. AdWords Reporting Reports and Dashboards Go to the reports tab Create your report Combine reports with dashboards for a better overview 01 02 03 01 02 03
  12. 12. AdWords Reporting Reports and Dashboards Dashboard with 4 reports showing metrics related to device performance
  13. 13. Advantages ● Sustainable way of reporting ● Graphs can be created on multiple levels: brand, category, custom label, item, etc. Disadvantages ● No comparison function in the old UI ● The new UI doesn’t support the entire function catalog yet (e.g. item ID, brand, and some other objects are not selectable) AdWords Reporting Reports and Dashboards + -
  14. 14. Use Case #1 Shopping Campaign Analysis of Top UK Beauty Shop
  15. 15. A relatable problem: “We are not hitting our ROAS goals” Comprehensive reporting can help you optimize performance and get your ROAS back on track
  16. 16. Use Case — Performance Overview Device Performance Reporting ● Click Share vs Revenue Share per Device ● Clicks and ROAS
  17. 17. Check the click- and revenue share of devices to identify major traffic- and conversion generators or key ROAS drivers01 01 01 01 02 Shows clicks per device in % for the last 30 days Shows revenue share per device in % for the last 30 days Use Case — Device Share 02 Device Performance Reporting
  18. 18. ● In our case, there was a significant performance increase during Christmas (seasonality and promotional effects) ● Afterwards, performance across devices dropped. Currently, desktop and tablet performances are in the range the client aims at. ● The mobile ROAS does not meet targets → Next: analyze mobile performance and optimize based on findings Use Case — ROAS and Clicks per Device Device Performance Reporting
  19. 19. ● In our case, there was a significant performance increase during Christmas (seasonality and promotional effects) ● Afterwards, performance across devices dropped. Currently, desktop and tablet performances are in the range the client aims at. ● The mobile ROAS does not meet targets → Next: analyze mobile performance and optimize based on findings Use Case — ROAS and Clicks per Device Device Performance Reporting
  20. 20. Start with Filters (Brand / Product Type) Detect badly performing segments across your assortment Drill down step-by-step to assess the performance of single segments in detail Use different metrics of your merchant feed — e.g. custom labels, product types, brands Use Case — Mobile Brand / Product Type Performance Device Performance Reporting
  21. 21. Use Case — Mobile Item Performance Set a more granular filter → Take a closer look at the item performance Identify low-performing products to assess whether bid adjustments would make sense Example: Item #1183894 accrued many clicks compared to the other items, but has a too low ROAS Device Performance Reporting
  22. 22. Use Case — Mobile Item Performance A closer look at item #1183894 → Check the following KPI pairings: Clicks and Conversions Clicks and ØCPC ● Clicks increased only during a narrow period ● Potential reasons: seasonality, promotions, bid strategy ● Low number of conversions despite many clicks → bid decrease would probably make sense ● You can optimize by... ○ adapting modifier settings (if your structure allows for it) — or: ○ adjusting the bid if you work with device campaign splits Device Performance Reporting
  23. 23. Break the product out into a single ad group Adjust modifiers on ad group level Keep AdWords limits in mind: ● 20,000 ad groups per campaign ● Exclude the “Everything else” partition Use Case — Strategy Option 1 Device Performance Reporting
  24. 24. Limitations of device modifiers: ● Frequent changes prevent in-depth analysis, because only the current value will be displayed ○ no benchmarking ○ no timestamp ● Not applicable on the item level ● One ad group per item is necessary to manage individual bids for each product Use Case — Strategy Option 1 Device Performance Reporting
  25. 25. Make a campaign split for each relevant device ● split your campaign into three parts: 1 campaign for each device ● apply device modifiers on campaign level ● exclude 2 devices per campaign with -100% bid ● adjust item bids for each item for the given device Use Case — Strategy Option 2 Device Performance Reporting
  26. 26. Challenges ● splitting your campaigns = splitting your click and conversion data ● each campaign will only include performance data from one device Device Performance Reporting Use Case — Strategy Option 2
  27. 27. Take a top-down look at your reports to detect performance issues: 1) Check general device performance 2) Are there significant ROAS differences? 3) Check badly performing segments (Start with: brands, product types) 4) Drill-down → Check badly performing items 5) Optimize your bids / modifiers based on your analysis Device Performance Reporting Use Case — Solving the ROAS problem
  28. 28. Use Case #2 Query Sculpting: Austria’s biggest online store
  29. 29. A relatable problem: “Our traffic is low quality” Create reports to detect potential negative keywords and use them to reduce costs and increase the campaign efficiency
  30. 30. ● Google Shopping ads do not operate on a keyword basis ● By default, ads show for any query that matches the product ● Negative keywords ensure ads do not show for queries you don’t intend to target ● First step: review your search term report and analyze which queries triggered an impression ● Heads up: too many negative keywords drastically limit brand exposure Source: Smarter Ecommerce (2017), “Google Shopping Performance Killers” The framework Negative Keyword Reporting
  31. 31. Use Case — Search Term Report Function 01 02 Add the values you want to look at 03 Detect new negative keywordsSelect the search term segment 01 02 04 Receive regular updates on new negative keywords 04 03 Negative Keyword Reporting
  32. 32. Detect generic, low-performing terms based on patterns (brand, generic, product specific) Use Case — Search Term Report Function Negative Keyword Reporting
  33. 33. ● Negative keywords help to exclude queries you do not wish to target ● But: negative keywords can also be used to transfer the AdWords concept of keyword matching to Shopping ● Use 3 campaigns: Product Campaign, Brand Campaign, Others Campaign ● Filter queries into the right campaign with negative keywords and campaign priorities Source: Smarter Ecommerce (2017), “Advanced Google Shopping Campaign Structures – Query Sculpting” Use Case — Query Sculpting Negative Keyword Reporting
  34. 34. Use Case — Query Sculpting Negative Keyword Reporting PRODUCT CLICKS CONVERSIONS VPC CPC adidas XX 5.0 1,500 19 € 1.26 € 0.58 adidas XX 5.0 €99.90 NinjaStore.com ROAS Goal: 6.7 Current ROAS: 2 Next Step: Reduce CPC
  35. 35. Use Case — Query Sculpting Negative Keyword Reporting SEARCH QUERY CLICKS CONV VPC CPC ROAS adidas XX 5.0 250 12 € 4.80 € 0.40 12 adidas XX running shoes 250 3 € 3.00 € 0.50 6 men’s running shoes 600 1 € 0.16 € 0.70 0.22 sports shoes 300 0 € 0.00 € 0.60 0 buy adidas men’s running shoes 100 3 € 1.20 € 0.50 2.4 product-specific generic brand-specific
  36. 36. Use Case — Query Sculpting Negative Keyword Reporting adidas XX 5.0 Buy adidas men’s running shoes men’s running shoes adidas XX 5.0 €99.90 NinjaStore.com CAMPAIGN PRIORITY NEG. KEYWORDS BIDS BUDGET product low - very high shared budget brand medium product-related query high generic high product- or brand related query low
  37. 37. For a basic set of negative keywords, think about words which are not compatible with your business: e.g. if you sell luxury items you’d want to avoid targeting queries including ‘cheap’ or ‘discount’ → With this approach you can easily gather a basic set of negatives to optimize your campaigns A more advanced technique is taking a look at your search term report: ● Take a look at the overall search-term report in the reporting section ● Analyze data on the campaign or ad group level Use Case — Solution Summary Negative Keyword Reporting
  38. 38. AdWords Report Setup Step by Step
  39. 39. How to set up AdWords reports and dashboards 01 02 01 02Go to the ‘Reports’ section in AdWords Go to the ‘Dashboards’ tab and click on + DASHBOARD
  40. 40. 01 02 Choose the report type you want to create - eg. tables, charts, scorecards, ... Name your dashboard and add a description 01 02 03 03 Add reports and arrange them How to set up AdWords reports and dashboards
  41. 41. 01 02 Choose different metrics and filters based on data of your feed and general AdWords KPIs Select chart / table type 03 04Set time range Add report to dashboard once finished 01 02 03 04 How to set up AdWords reports and dashboards
  42. 42. Contact Us Christian Scharmüller Head of Sales, smec christian.scharmueller@smarter-ecommerce.com +43 69917266326 @smec
  43. 43. smarter-ecommerce.com

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