Download - How To Evaluate Your Q4 AdWords Performance
Copyright 2017 - Q4 Amazon Virtual Summit
How To Evaluate Your Q4 AdWords
Performance
● Session Recording + Slides Will Be Sent Out
● Join in the Poll Questions!
● Submit Questions to Our Panelists
Today’s Logistics
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
Solutions
Jason BellSr. Retail Search Manager
Adam HarmsSr. Retail Search Manager
Today’s Speakers
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
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 1STACK TEXT ROW 2Breaking down your Shopping campaigns
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?
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
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 1STACK TEXT ROW 2Analyzing your competition
Copyright 2017 - Q4 Amazon Virtual Summit
Analyzing Your Competition
Big Box RetailersTheir impact on Shopping
● Tougher to compete YoY
● More competition (ex: Amazon)
● Higher CPCs
● Larger Budgets
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
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
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
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 1STACK TEXT ROW 2Insights Into Your Search Campaigns
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
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
Copyright 2017 - Q4 Amazon Virtual Summit
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Evaluating success of your cross-channel campaigns
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
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 1STACK TEXT ROW 2Steps To Success...What To Do Differently
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
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?
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Schedule Your ComplimentaryRetail 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
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
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
Jason BellSr. Retail Search Manager
Adam HarmsSr. Retail Search Manager
Questions for Today’s Speakers?