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Your Mission - Cut Cost, Increase Sales, Maximise Profits By Glyn Powditch

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From the SMX West Conference in San Jose, CA March 13-15, 2018. SESSION: Your Mission: Increase Sales, Cut Costs, Maximize Profits. PRESENTATION: Your Mission - Cut Cost, Increase Sales, Maximise Profits - Given by Elizabeth Clark, @dreamagility - Dream Agility Ltd, CEO & Co-Founder. #SMX #31C

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Your Mission - Cut Cost, Increase Sales, Maximise Profits By Glyn Powditch

  1. 1. #SMX #31C @DreamAgility The devil’s in the detail Your mission- Cut Cost, Increase Sales, Maximise Profits
  2. 2. #SMX #31C @DreamAgility
  3. 3. #SMX #31C @DreamAgility Dream Agility is a… “…multi award winning, patent pending, 2nd generation ad tech with machine learning and AI, a Google Premier Partner, and one of less than 50 Google Shopping Partners globally- serving clients Ads in 20 countries.”
  4. 4. #SMX #31C @DreamAgility Silicon Rammy goes global
  5. 5. #SMX #31C @DreamAgility Improve your feed quality for: • Serving Ads against better search terms • Better opportunities to identify attributes going forwards • To use to build better structures The biggest problem with shopping
  6. 6. #SMX #31C @DreamAgility Here’s why Google’s recommended structure leads to waste
  7. 7. #SMX #31C @DreamAgility • Multiple products in an AdGroup • Unable to tell which search term has triggered the conversion against which product • Unable to identify which redundant search terms to remove to reduce costs • Loss making products left live Google’s recommended structure raises waste costs exponentially.
  8. 8. #SMX #31C @DreamAgility One product per ad group gives granular visibility Search terms Ad Group - Product 1 Clicks Conversions Pocket punch A4 A3 Plastic Folder 2 0 Premium plastic wallets 3 0 No punch A4 acetate wallets 2 0 A3 plastic folder 3 4 Search terms Ad Group - product 2 Clicks conversions Pocket punch A4 Pocket A4 wallets 2 2 Premium plastic wallets 5 0 No punch A4 acetate wallets 2 0 A3 plastic folder 1 0 Search terms Ad Group - product 3 Clicks conversions Pocket punch A4 No punch plastic wallet 1 0 Premium plastic wallets 7 0 No punch A4 acetate wallets 2 2 A3 plastic folder 1 0 Search terms Ad Group - product 4 Clicks conversions Pocket punch A4 Mens pocket wallet 3 0 Premium plastic wallets 4 0 No punch A4 acetate wallets 3 0 A3 plastic folder 0 0 • Search terms & Clicks visible against each product. • Conversions visible against each search term on a product.
  9. 9. #SMX #31C @DreamAgility Google’s structure struggles to identify waste and continues to leak cost. Search terms Ad Group multiple products Clicks Conversions Cost savings assuming each click is £1. Pocket punch A4 Product 1 40 1 No savings can be made in this group as there has been a conversion Premium plastic wallets Product 2 40 No punch A4 acetate wallets Product 3 40 A3 plastic folder Product 4 40 Total savings £0
  10. 10. #SMX #31C @DreamAgility One Product per ad group yield great savings Search terms Ad Group - 1 Clicks Conversions In store visits Cost savings @ £1/click Pocket punch A4 A3 Plastic Folder 2 0 £2 Premium plastic wallets 3 0 £3 No punch A4 acetate wallets 2 0 £2 A3 plastic folder 3 4 2 Search terms Ad Group - 2 Clicks conversions Pocket punch A4 Pocket A4 wallets 2 2 1 Premium plastic wallets 5 0 £5 No punch A4 acetate wallets 2 0 £2 A3 plastic folder 1 0 £1 Search terms Ad Group - 3 Clicks conversions Pocket punch A4 No punch plastic wallet 1 0 £1 Premium plastic wallets 7 0 £7 No punch A4 acetate wallets 2 2 1 A3 plastic folder 1 0 £1 Search terms Ad Group - 4 Clicks conversions Pocket punch A4 Mens pocket wallet 3 0 £3 Premium plastic wallets 4 0 £4 No punch A4 acetate wallets 3 0 £3 A3 plastic folder 0 0 • Search terms visible against each search term on a product. • See which individual products/ search term are driving store visits. • £34 of cost savings vs Googles £0nst each product. • Conversions visible.
  11. 11. #SMX #31C @DreamAgility One product per Ad Group not only spends less for more revenue, it can identify more waste.
  12. 12. #SMX #31C @DreamAgility • 30 % Growth YoY 2015-16 • First asked for Margins or COG in the feed Nov 2016 • 30% Growth YoY 2016-17 • 2017-18 Client unhappy because they’re making increased revenues not profit, but all advertising targets are being met. Client had distracted themselves with all sorts of activity which doesn’t affect profitability of sales. Take profits to the next level with Cost of Goods in the feed – a tale of missed opportunity.
  13. 13. #SMX #31C @DreamAgility Getting the set up right yields impressive dividends • No.1 Seller of British Handbags on Alibaba, also sells on Google & Bing • Selling in 20 + territories • 92% increase in Sales • 62% reduction in costs on the same period last year
  14. 14. #SMX #31C @DreamAgility • Best Selling products going out of stock • Best Selling products coming back in stock, but nobody realising they had been out of stock for weeks before… • Client / Boss then fails to grasp time to conversion impacts • Uncompetitive Pricing • Uncompetitive Pricing post Google Promotions Availability & Pricing – the silent killers of shopping campaigns
  15. 15. #SMX #31C @DreamAgility
  16. 16. #SMX #31C @DreamAgility Share these #SMXInsights on your social channels! #SMXInsights § Data Quality is king – clean your feed – Check inside your feed to see that it is compliant and not just accepted. – Enrich your feed with extra attributes to appear for more relevant search terms.
  17. 17. #SMX #31C @DreamAgility Share these #SMXInsights on your social channels! #SMXInsights § Performance inexplicably down? Check – The levels of stock of best sellers, not only that they’re in stock but what proportion of time they’ve been in stock. – Pricing of competitors on Shopping on best sellers, have you been undercut and your traffic stolen.
  18. 18. #SMX #31C @DreamAgility Share these #SMXInsights on your social channels! #SMXInsights § Structure your Shopping Campaigns for visibility of negatives and cost cutting opportunities. – One product per ad group. – If you’re not using tech pareto your products 80:20 and split the top performing products and the ones with most spend out to one product per ad group.
  19. 19. #SMX #31C @DreamAgility LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX Contact me at Elizabeth@dreamagility.com

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