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2022 Google weekly findings 0906 (CN)
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2022 Google weekly findings 0906 (CN)
1.
Google Findings 20220905
2.
0 1000 2000 3000 4000 5000 6000 0 0.5 1 1.5 2 2.5 1-Aug 2-Aug 3-Aug 4-Aug 5-Aug 6-Aug 7-Aug 8-Aug 9-Aug 10-Aug 11-Aug 12-Aug 13-Aug 14-Aug 15-Aug 16-Aug 17-Aug 18-Aug 19-Aug 20-Aug 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug 1-Sep 2-Sep 3-Sep 4-Sep 5-Sep 6-Sep Leggings 谷歌广告表现 Total cost
神策ROI 1 2 3 4 5 6 7 8 1 Ytshort 启动 2 Ytshort 预算增至150/day 3 Ytshort 增加安卓及ios设备设定 4 PMAX budget设定突破2000 5 Ytshort 增加出单内容组 6 Ytshort 首次增加预算100 7 Ytshort 調整 bidding 至 Troas 8 Ytshort 調整 bidding 回 TCPA Leggings 谷歌广告表现
3.
0 1000 2000 3000 4000 5000 6000 7000 1-Aug 2-Aug 3-Aug 4-Aug 5-Aug 6-Aug 7-Aug 8-Aug 9-Aug 10-Aug 11-Aug 12-Aug 13-Aug 14-Aug 15-Aug 16-Aug 17-Aug 18-Aug 19-Aug 20-Aug 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug 1-Sep 2-Sep 3-Sep 4-Sep 5-Sep 6-Sep PMAX & YTshort Ytshort
cost pmax Total rev Ytshort 启动之后,对于PMAX有促进作用,Ytshort需注意CPM以及CPC,过高的CPM, CPC 促进效率较差,且预算增加以50美金为单位为佳,100美金则会影响PMAX学习,造成波动,进 而影响rev Ytshort & PMAX 关连
4.
0 200 400 600 800 1000 1200 1-Aug 2-Aug 3-Aug 4-Aug 5-Aug 6-Aug 7-Aug 8-Aug 9-Aug 10-Aug 11-Aug 12-Aug 13-Aug 14-Aug 15-Aug 16-Aug 17-Aug 18-Aug 19-Aug 20-Aug 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug 1-Sep 2-Sep 3-Sep 4-Sep 5-Sep 6-Sep PMAX & YTshort DSA
cost DSA GMV Ytshort • Ytshort与 DSA search 有正相关,且具促进作用,但这个促进作用可能是discovery或是其 他YT广告也会有的,可以下阶段测试 • DSA 主要是search的辅助产品,所以量会跟品牌词相关campaign有互补关系,也跟站内产 品的DSA有互补关系 Ytshort & DSA search 关连
5.
Ytshort与 search波型也有相同趋势,且具促进作用,但其他非谷歌广告也有促进作用 且整个推广流程,品牌+品类量的提升会是后续rev以及ROI的关键 Ytshort &
Halara leggings 关连 0 1000 2000 3000 4000 5000 6000 1-Aug 2-Aug 3-Aug 4-Aug 5-Aug 6-Aug 7-Aug 8-Aug 9-Aug 10-Aug 11-Aug 12-Aug 13-Aug 14-Aug 15-Aug 16-Aug 17-Aug 18-Aug 19-Aug 20-Aug 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug 1-Sep 2-Sep 3-Sep 4-Sep 5-Sep 6-Sep Ytshort & Halara leggings Halara leggings rev Ytshort Halara leggings cost
6.
0 0.5 1 1.5 2 2.5 0 1000 2000 3000 4000 5000 6000 7000 1-Aug 2-Aug 3-Aug 4-Aug 5-Aug 6-Aug 7-Aug 8-Aug 9-Aug 10-Aug 11-Aug 12-Aug 13-Aug 14-Aug 15-Aug 16-Aug 17-Aug 18-Aug 19-Aug 20-Aug 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug 1-Sep 2-Sep 3-Sep 4-Sep 5-Sep 6-Sep Leggings 谷歌广告表现 Ytshort cost
DSA cost Pmax cost Halara leggings cost 神策ROI 1 2 3 4 1 ROI平均1.51,问题在于量上不去 2 ROI 平均1.475,ROI非常波动,主要没有搜索 的量承接,DSA起到些微的稳定作用 3 ROI平均1.72,ROI波动,但因为品牌搜索量 上升,平均ROI上升,且PMAX可以持续扩量 4 ROI平均1.8,ROI上升,主要由于品牌搜索量 稳定上升,且PMAX以及short稳定放量 Leggings整体表现
7.
Leggings 小结 1. 谷歌广告upper可以促进PMAX以及search的量,这在换季会相对更重要,否则PMAX, search偏被动的广告会无法起量。而Ytshort目前与PMAX的比值大概1:3-4之间 •
测试1:discovery是否有相同作用? • 测试2:pmax的极值是多少?这个极值就会影响每年的上升趋势 2. Ytshort:SPU很关键,然后是内容的表现形式,选择对的SPU促进效果更好 3. 换季 • Upper->DSA->PMAX->search,逐个拉通上升之后,再个别优化 • Upper要优化内容形式 • DSA主要调整bidding以及预算 • PMAX关注出单SPU,调整预算, bidding, 素材适度调整(过季款需要有促销素材, 初步CTR有增加) • Search则需要有稳定扩词的策略 4. Legging 9月目标整体目标ROI 2.5 • Ytshort 针对SPU分开找到内容,优化CTR以及CVR,提升ROI至 • Discovery 尝试,首先CPC以及CPM要低于平均值,再找出其他与其他广告拉动的效果 • DSA稳定 • Pmax素材优化以及配合Ytshort, Discovery持续扩量且持续提高ROI至1.6以上,找到极 值后提高ROI • Search扩量,且ROI稳定在10以上,这样其他测试才有空间
8.
0 500 1000 1500 2000 2500 3000 3500 0 0.5 1 1.5 2 2.5 1-Aug 2-Aug 3-Aug 4-Aug 5-Aug 6-Aug 7-Aug 8-Aug 9-Aug 10-Aug 11-Aug 12-Aug 13-Aug 14-Aug 15-Aug 16-Aug 17-Aug 18-Aug 19-Aug 20-Aug 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug 1-Sep 2-Sep 3-Sep 4-Sep 5-Sep 6-Sep Leggings 谷歌广告表现 Total cost
神策ROI 1 2 3 4 5 6 1 DSA启动 2 Ytshort 启动 3 short增加预算,搜索广告加词,提高roas bidding 4 DSA调整bidding,搜索调整bidding 5 short锁定SPU 6 DSA换CPA出价 Leggings 谷歌广告表现
9.
0 500 1000 1500 2000 2500 3000 3500 4000 4500 1-Aug 2-Aug 3-Aug 4-Aug 5-Aug 6-Aug 7-Aug 8-Aug 9-Aug 10-Aug 11-Aug 12-Aug 13-Aug 14-Aug 15-Aug 16-Aug 17-Aug 18-Aug 19-Aug 20-Aug 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug 1-Sep 2-Sep 3-Sep 4-Sep 5-Sep 6-Sep PMAX & YTshort Short
cost PMAX cost PMAX rev • Pmax前期由于有PLA同时跑,所以表现较差,停掉PLA,表现明显上升 • Short开始跑之后,也会促进PMAX花费上升,但是rev的不稳定性很高 • 从谷歌热销品与short的比对,发现SPU并没有完全对应,8/30开始锁定SPU投放,产品基本 都对应上,且ROI的稳定度提高 Ytshort & PMAX 关连
10.
0 100 200 300 400 500 600 1-Aug 2-Aug 3-Aug 4-Aug 5-Aug 6-Aug 7-Aug 8-Aug 9-Aug 10-Aug 11-Aug 12-Aug 13-Aug 14-Aug 15-Aug 16-Aug 17-Aug 18-Aug 19-Aug 20-Aug 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug 1-Sep 2-Sep 3-Sep 4-Sep 5-Sep 6-Sep DSA & YTshort DSA
cost DSA rev Short cost • Ytshort与 DSA search 没有正相关,pants DSA的量主要被legging以及同期的sweatshirt 占据 • 将夏季款以及sweatshirt DSA关闭后,pants DSA逐步上升 Ytshort & DSA search 关连
11.
• Ytshort与 search有些微的促进作用,但是增加幅度还很低 •
可以确认相同时期的其他广告渠道表现 • 谷歌广告则仍旧以short为主,等到PMAX上升且稳定,再考虑增加广告类型 Ytshort & Halara pants 关连 0 100 200 300 400 500 600 700 800 1-Aug 2-Aug 3-Aug 4-Aug 5-Aug 6-Aug 7-Aug 8-Aug 9-Aug 10-Aug 11-Aug 12-Aug 13-Aug 14-Aug 15-Aug 16-Aug 17-Aug 18-Aug 19-Aug 20-Aug 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug 1-Sep 2-Sep 3-Sep 4-Sep 5-Sep 6-Sep Ytshort & Halara pants Halara pants rev Short cost Halara pants cost
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0 0.5 1 1.5 2 2.5 0 500 1000 1500 2000 2500 3000 3500 1-Aug 2-Aug 3-Aug 4-Aug 5-Aug 6-Aug 7-Aug 8-Aug 9-Aug 10-Aug 11-Aug 12-Aug 13-Aug 14-Aug 15-Aug 16-Aug 17-Aug 18-Aug 19-Aug 20-Aug 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug 1-Sep 2-Sep 3-Sep 4-Sep 5-Sep 6-Sep Pants 谷歌广告表现 Short cost
DSA cost PMAX cost Halara pants cost 神策ROI 1 2 3 1 ROI平均0.49,问题在于量上不去,且ROI较低 2 ROI 平均1.55,ROI非常波动,前期主要DSA, 后期主要PMAX,pmax稳定上升 3 ROI平均1.28,Pmax稳定上升,现在问题在于 搜索量仍旧不够,需要加快上升趋势 Pants 整体表现
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Pants 小结 1. 谷歌广告upper可以促进PMAX以及search的量,Pmax需要选对产品,search需要其他广 告配合。而pants
Ytshort目前与PMAX的比值大概1:2之间 • 9月中前需要缓步且稳定增量,ROI需要到1.5以上,并保持稳定 2. Ytshort:SPU很关键,然后是内容的表现形式,选择对的SPU促进效果更好 3. Legging 9月目标整体目标ROI 1.7,且需要著重扩量 • Ytshort 针对SPU投放 • DSA需要稳定上升 • Pmax 素材优化以及配合 Ytshort 持续扩量且持续提高ROI至1.5以上 • Search扩量,品牌搜索词的花费目标是200以上,目前约在100