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


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STACK TEXT ROW 1STACK TEXT ROW 2Breaking down your Shopping campaigns


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


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STACK TEXT ROW 1STACK TEXT ROW 2Analyzing your competition


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


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


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


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STACK TEXT ROW 1STACK TEXT ROW 2Insights Into Your Search Campaigns


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


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


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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


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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


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


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?