shopping & best practices - finchshopping & ads presented by bjorn espenes, ceo of finch...

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

finch.com @bjornespenes

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

finch.com @bjornespenes

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)

finch.com @bjornespenes

ATTRIBUTION ALLOCATION MODELS

Last Click First ClickLinear Position-basedTime Decay

Conservative Growth-oriented

Architect for Performance

finch.com @bjornespenes

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.)

finch.com @bjornespenes

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

finch.com @bjornespenes

ADS VS. ANALYTICS

Keywordwith costs

CPVConversion Value

Keywords Total ProfitTransaction - Product and Adwords CostsRevenue

FINCH FEATURE

finch.com @bjornespenes

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?

finch.com @bjornespenes

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

finch.com @bjornespenes

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

finch.com @bjornespenes

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

finch.com @bjornespenesfinch.com

PROGRAMMATIC EXECUTION

Attribution Modeling

FeedQuality

Optimization

ClickProfile

DataModel

Profit Tracking

Attribution Modeling

Feed Quality

Optimization

Click Profile

Data Model

Profit Tracking

finch.com @bjornespenesfinch.com

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