Crash Course on Amazon Sponsored Brands & Sponsored ProductsTinuiti
COVID-19 is causing unprecedented challenges for retailers and brands everywhere. However, there are ways to proactively address the changes COVID-19 will have on your brand in the coming weeks and months when it comes to being a successful Amazon Marketplace seller. Sellers must be able to analyze consumer product data to build effective profitable campaigns and an operational infrastructure in order to outsmart their competitors. Amazon Sponsored Brands and Sponsored Products ads are important for building catalog awareness, driving conversions, and protecting and expanding your brand. Learn how Boldify partnered with Tinuiti to employ these tactics to increase sales by 391%.
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
Crash Course on Amazon Sponsored Brands & Sponsored ProductsTinuiti
COVID-19 is causing unprecedented challenges for retailers and brands everywhere. However, there are ways to proactively address the changes COVID-19 will have on your brand in the coming weeks and months when it comes to being a successful Amazon Marketplace seller. Sellers must be able to analyze consumer product data to build effective profitable campaigns and an operational infrastructure in order to outsmart their competitors. Amazon Sponsored Brands and Sponsored Products ads are important for building catalog awareness, driving conversions, and protecting and expanding your brand. Learn how Boldify partnered with Tinuiti to employ these tactics to increase sales by 391%.
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
Advanced Strategies to get your Google Shopping Campaigns to the Next Level -...agentura KOFEIN s.r.o.
Prezentace o strategiích pro reklamní kampaně Google Nákupy v AdWords.
Prezentující: Andreas Reiffen (CEO @ crealytics)
Prezentace z PPC OFFLINE #9
30. 1. 2018, Praha - PVA Letňany
Video záznam přednášky zde: Připravujeme
Více o PPC OFFLINE na http://www.ppcoffline.cz
Porádáno agenturou KOFEIN: http://www.kofein.cz
A WISE Segmentation Approach to Google Smart Shopping AdsTinuiti
Tinuiti has tested, reiterated, and solved the best solution to leverage the full power of Smart Shopping: a WISE approach. Join us to learn our secret sauce and how this addition to your ecommerce strategy will secure your most efficient ROI.
Prabhat Shah — Taking Amazon Advertising to the Next LevelSemrush
These slides were presented at the SEMrush webinar "Taking Amazon Advertising to the Next Level". Video replay and transcript are available at https://www.semrush.com/webinars/taking-amazon-advertising-to-the-next-level/
Owning The Q4 Google Shopping Search ResultsTinuiti
Designed by retail marketing advertisers, the Q4 PPC Summit will showcase the innovative strategies used by PPC experts & will demonstrate how to implement into your Q4 advertising armory.
How to Make a Better Search Network Campaign?PPCexpo
How to Make a Better Search Network Campaign?
Campaign planning is far from easy. That being said, when you take the time and effort to explore the vital aspects of PPC advertising, namely your audience, competitors, keywords, and budget, you give yourself a better chance of success.
With user intent and laser-focused targeting in mind, you’re sure to create some winning campaigns.
Reaching High-Intent Audiences Using Amazon Marketing CloudTinuiti
On Amazon, how do brands make sure they reach high-intent audiences and push them through to purchase?
In the past, Amazon had only offered up pre-built audiences that brands had to choose from to align with their customer base.
But now, with Amazon Marketing Cloud (AMC), brands have the ability to create highly customizable audiences that allow for greater flexibility and accuracy in ad targeting.
In this webinar, an ads expert at Amazon will be joining Tinuiti’s Amazon Marketing Cloud expert to break down how to leverage AMC’s audience-building capabilities. You’ll come away with the skills to create more relevant and targeted messaging that will increase conversions and growth. We’ll include case studies to highlight how brands have found success.
Accelerate Brand Discovery with Amazon’s New Targeting & BiddingTinuiti
Amazon’s suite of paid advertising tools has grown in importance as well as complexity. In this session, we will cover how to incorporate the newly released Amazon Ad Console targeting options into your strategy to meet your goals and outperform the competition.
Effective guidelines and frameworks for managing a Pay Per Click or PPC campaign. Seven stages are PPC research, PPC planning, PPC copywriting, PPC bidding, PPC landing pages, PPC performance review and PPC amending, tuning and testing.
CLV Advertising & Marketing Strategies to Acquire and Retain Consumers With P...Tinuiti
In today’s digital landscape, it’s crucial to adapt your business to this new wave. Improve the customer shopping experience, understand complexities of CLV, realize how to utilize customer shopper behavior data, all to attract, acquire & retain the most profitable customers for your company’s long-term. Join this session as we cover advanced Paid Search customer retention strategies that’ll help you to drive revenue & loyalty for your Ecommerce business.
Best Practices and Upcoming Features in Bing ShoppingHanapin Marketing
In this new live webinar, Hanapin’s Shannon Glass and Bing’s Rachel Rogowin will train you on everything from explaining what Bing Shopping is, to setting it up, to some effective optimizations that will give you the best results possible on the platform.
CART ABANDONMENT STRATEGIES TO CLOSE THE FUNNEL
People come to your website constantly and leave their shopping cart without buying. It’s time to really make sure your prospective buyers do not forget about you, and come back to make their purchase with you, and not a competitor. We’ll go over some strategies to make sure the purchase funnel is closed and your sales grow!
PLA 2.0: Strategies to Improve Your Program and Your PerformanceAdlucent
Congratulations, your PLA program running, growing and generating revenue for your business. Whether or not you’re happy with how it’s performing, one fact remains, you can always do better. PLAs have come a long way since their introduction in 2012, and if your program hasn’t changed much since you rolled it out, you’re probably missing big revenue opportunities.
We will break down how to audit and accelerate your program from two fronts—your product feed and your strategy. Download this white paper to:
- Ensure you’re capturing all relevant traffic
- Expand the number of products that are eligible to show PLAs
- Map search queries to the right products based on intent
- Select the best data to use in your bid management strategy
- Restructure your account to allow for growth
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
More Related Content
Similar to PPC in a Cost of Living Crisis - BrightonSEO 2023 (3).pdf
Advanced Strategies to get your Google Shopping Campaigns to the Next Level -...agentura KOFEIN s.r.o.
Prezentace o strategiích pro reklamní kampaně Google Nákupy v AdWords.
Prezentující: Andreas Reiffen (CEO @ crealytics)
Prezentace z PPC OFFLINE #9
30. 1. 2018, Praha - PVA Letňany
Video záznam přednášky zde: Připravujeme
Více o PPC OFFLINE na http://www.ppcoffline.cz
Porádáno agenturou KOFEIN: http://www.kofein.cz
A WISE Segmentation Approach to Google Smart Shopping AdsTinuiti
Tinuiti has tested, reiterated, and solved the best solution to leverage the full power of Smart Shopping: a WISE approach. Join us to learn our secret sauce and how this addition to your ecommerce strategy will secure your most efficient ROI.
Prabhat Shah — Taking Amazon Advertising to the Next LevelSemrush
These slides were presented at the SEMrush webinar "Taking Amazon Advertising to the Next Level". Video replay and transcript are available at https://www.semrush.com/webinars/taking-amazon-advertising-to-the-next-level/
Owning The Q4 Google Shopping Search ResultsTinuiti
Designed by retail marketing advertisers, the Q4 PPC Summit will showcase the innovative strategies used by PPC experts & will demonstrate how to implement into your Q4 advertising armory.
How to Make a Better Search Network Campaign?PPCexpo
How to Make a Better Search Network Campaign?
Campaign planning is far from easy. That being said, when you take the time and effort to explore the vital aspects of PPC advertising, namely your audience, competitors, keywords, and budget, you give yourself a better chance of success.
With user intent and laser-focused targeting in mind, you’re sure to create some winning campaigns.
Reaching High-Intent Audiences Using Amazon Marketing CloudTinuiti
On Amazon, how do brands make sure they reach high-intent audiences and push them through to purchase?
In the past, Amazon had only offered up pre-built audiences that brands had to choose from to align with their customer base.
But now, with Amazon Marketing Cloud (AMC), brands have the ability to create highly customizable audiences that allow for greater flexibility and accuracy in ad targeting.
In this webinar, an ads expert at Amazon will be joining Tinuiti’s Amazon Marketing Cloud expert to break down how to leverage AMC’s audience-building capabilities. You’ll come away with the skills to create more relevant and targeted messaging that will increase conversions and growth. We’ll include case studies to highlight how brands have found success.
Accelerate Brand Discovery with Amazon’s New Targeting & BiddingTinuiti
Amazon’s suite of paid advertising tools has grown in importance as well as complexity. In this session, we will cover how to incorporate the newly released Amazon Ad Console targeting options into your strategy to meet your goals and outperform the competition.
Effective guidelines and frameworks for managing a Pay Per Click or PPC campaign. Seven stages are PPC research, PPC planning, PPC copywriting, PPC bidding, PPC landing pages, PPC performance review and PPC amending, tuning and testing.
CLV Advertising & Marketing Strategies to Acquire and Retain Consumers With P...Tinuiti
In today’s digital landscape, it’s crucial to adapt your business to this new wave. Improve the customer shopping experience, understand complexities of CLV, realize how to utilize customer shopper behavior data, all to attract, acquire & retain the most profitable customers for your company’s long-term. Join this session as we cover advanced Paid Search customer retention strategies that’ll help you to drive revenue & loyalty for your Ecommerce business.
Best Practices and Upcoming Features in Bing ShoppingHanapin Marketing
In this new live webinar, Hanapin’s Shannon Glass and Bing’s Rachel Rogowin will train you on everything from explaining what Bing Shopping is, to setting it up, to some effective optimizations that will give you the best results possible on the platform.
CART ABANDONMENT STRATEGIES TO CLOSE THE FUNNEL
People come to your website constantly and leave their shopping cart without buying. It’s time to really make sure your prospective buyers do not forget about you, and come back to make their purchase with you, and not a competitor. We’ll go over some strategies to make sure the purchase funnel is closed and your sales grow!
PLA 2.0: Strategies to Improve Your Program and Your PerformanceAdlucent
Congratulations, your PLA program running, growing and generating revenue for your business. Whether or not you’re happy with how it’s performing, one fact remains, you can always do better. PLAs have come a long way since their introduction in 2012, and if your program hasn’t changed much since you rolled it out, you’re probably missing big revenue opportunities.
We will break down how to audit and accelerate your program from two fronts—your product feed and your strategy. Download this white paper to:
- Ensure you’re capturing all relevant traffic
- Expand the number of products that are eligible to show PLAs
- Map search queries to the right products based on intent
- Select the best data to use in your bid management strategy
- Restructure your account to allow for growth
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
2. Greg Holland
Paid Media Lead
→ Joined impression in 2017, and since have led on
multiple large-scale Search and Shopping, Display and
YouTube accounts.
→ Industry speaker and moderator at local, national and
international PPC conferences, including Brighton SEO
→ Team Lead in the “Best PPC Team in UK/Europe/World”
according to multiple award bodies.
gregory.holland@impression.co.uk
@GregPPC linkedin.com/in/
greg-holland
3. of marketers are targeting
84%
biggest business challenge
*
revenue growth this year despite
61% of them acknowledging the
cost of living crisis will be their
source
4. increase in Cost per
Lead
19%
the previous year
*
over the last year
increase in Cost per Lead
source
5%
Cost of sales are becoming more
expensive
5. What’s the challenge?
We don’t want to turn off our marketing.
As we know over the Pandemic companies
who continued to invest saw themselves in
better positions after.
So, how do we maintain profitability?
6. Advertise
only what
needs to be
advertised,
when it
needs to be
advertised
Be more
strategic
with your ad
spend to
maximise
return
Understand
your
customer
and their
longer term
value to your
business
1 2 3
8. Advertising only in-stock products to
drive more efficient spend
Easy to do via Shopping,
but how do we do so
using Search?
9. Advertising only in-stock products to
drive more efficient spend
Search Ads 360
Inventory
Management
Google Ads
DSA In-Stock
feed campaigns
Shopping
campaign labels
will exclude
OOS products
automatically
? ?
10. SA360 - Drive
Efficiency through
Inventory Management
Using SA360 to automate SKU bidding
9.4
ROAS
9%
of Total
Revenue
15
minutes from feed
update to live build
CASE STUDY: LARGE ELECTRICAL APPLIANCES RETAILER
Feed set
up
Keyword
selection
Campaign
duplication
Switch off
test
Measure
Impact
11. In Stock Search Management
Inventory Management
Inventory management in
Search Ads 360 can use
data from an inventory
feed to generate search
campaigns
Optional
Search Ads 360 Feed ^
13. → Build ad copy with
price, stock or
description
attributes from your
inventory feed
Model Number
Brand
Colour
In Stock Search Management
Inventory Management
Stock Level
Product Type
Price
Optional
Keyword Template Theme Ad Attributes
14. Model Number
Brand
Colour
In Stock Search Management
Inventory Management
Stock Level
Product Type
Price
Optional
Keyword Template Theme Ad Attributes
→ Create and remove
keywords to match
what's available on
your site
15. → Drive revenue through
long-tail keyword
expansion: eg.
brand/product/model-
specific keywords
Model Number
Brand
Colour
In Stock Search Management
Inventory Management
Stock Level
Product Type
Price
Optional
Keyword Template Theme Ad Attributes
16. Model Number
Brand
Colour
In Stock Search Management
Inventory Management
Stock Level
Product Type
Price
Optional
Keyword Template Theme Ad Attributes
→ Can also be used to
manage sitelink
extensions, creating
bespoke extensions
for each campaign
17. Samsung RF23R62E3B1 | Now Only £1,658.00 | Only 4 Left In Stock
www.onbuy.com/fridge-freezer/samsung/rf23r62e3b1
Shop The Samsung RF23R62E3B1 Fridge Freezer. Browse Our Selection Of Fridge Freezers To Store All Your Favourite Chilled & Frozen Foods.
SA360 Inventory
Management
Samsung rf23r62e3b1 american fridge freezer
Ad
In Practice
18. What do you need to recreate this?
Ads
management
set up through
Search Ads 360,
with Merchant
Center linked
A shopping
feed set to
update daily,
inc. sale price
attribute
Search volume
for individual
SKU names in
your inventory
19. Automated Page Feeds
Search Campaign Average DSA
ROAS Revenue
Campaign Performance
Google Ads - Drive
Efficiency Feed-Based
DSA campaigns
CASE STUDY: CYCLING RETAILER
→ Leverage your already available
shopping data
→ Targets only in-stock pages on
your website, ensuring no wasted
spend
→ No need for manual builds for
longer tail keywords
20. In Stock Search Management
Google Ads Page Feed DSAs
We can build
category-level Page
Feed DSAs through
utilising the business
data functionality
within Google Ads
21. In Stock Search Management
Google Ads Page Feed DSAs
→ Overlay the “in-stock” attribute
from the shopping feed alongside
Custom Labels & product URLs
→ This campaign will then match
search queries to individual
products
22. Ensures we are only showing Search ads
for products that are in-stock
In Stock Search Management
Google Ads Page Feed DSAs
Category Search
Campaigns
BENEFITS OF THIS APPROACH
23. Can be built at scale with relatively quick
implementation
In Stock Search Management
Google Ads Page Feed DSAs
Category Search
Campaigns
BENEFITS OF THIS APPROACH
24. Highly focused ad copy & landing page to
the users search term
In Stock Search Management
Google Ads Page Feed DSAs
Category Search
Campaigns
BENEFITS OF THIS APPROACH
25. Tested this method across a range of client
accounts with a large amount of SKUs with
great results
In Stock Search Management
Google Ads Page Feed DSAs
Category Search
Campaigns
BENEFITS OF THIS APPROACH
28. Results
→ Very specific, long-tail search
terms
→ Each week is typically the
search campaign with the
highest ROAS
Case Study: Local Cycling Shop
29. What do you need to recreate this?
A shopping feed
with correctly
labelled
‘availability’
columns
No reliance on
supplemental
feeds in your
account
31. Trading off position for visibility, and seeing
your CPCs & CPAs fall for no loss in traffic
There is an inverse relationship between
Impression Share (visibility) and Absolute
Top Impression Share (“Position 1”).
32. Trading off position for visibility, and seeing
your CPCs & CPAs fall for no loss in traffic
Generally, a
higher CPC
results in
higher
position but
lower visibility
33. Opportunities to be more efficient with
existing bidding strategies
Iterating upon the current setup will also surface more data-driven insights
CPCs in the UK are rising, and it’s limiting the reach
of your campaigns.
Portfolio bidding strategies (Google Ads) or
Real-time bidding (SA360) allow you to set CPC
limits.
34. Opportunities to be more efficient with
existing bidding strategies
Iterating upon the current setup will also surface more data-driven insights
35. Opportunities to be more efficient with
existing bidding strategies
Setting the right goal can have a bigger difference than a restructure
NB: If your campaign
is Limited by Budget,
you’re doing
something wrong.
36. Layering margin and
profit into bidding
Cost of Goods Sold Metric
→ Make use of the Cost of Goods Sold metric
available in your feed set up
→ Calculate an ‘actual monetary profit’ by
subtracting this from the ‘price’ value.
→ Depending on your internal analytics capabilities,
you can layer in further metrics i.e. ‘Cost Per Van’
→ Use custom labels to segment ‘high/medium/low’
profit items, and segment campaigns accordingly
15%
CASE STUDY: MARKET LEADING ELECTRICALS RETAILER
Client reported margin
uplift of 15% as a result.
37. Using Performance
Max to our advantage
Funneling spend strategically
Splitting out
campaigns by KPI
Example campaign structures
Bidding to Profit
High
Margin
Medium
Margin
Low
Margin
Low ROAS
target
Med ROAS
target
High ROAS
target
All Performance Max
Goals-based
Visibility
High
performers
Brand
No ROAS
target/eCPC
Med ROAS
target
Very high
ROAS target
Standard & PMax Mix
38. Geo-targeted
incrementality
testing
Switching off brand keywords
Location
groups
toppstiles.co.uk
Keyword
selection
Campaign
duplication
Switch off
test
Measure
Impact
Resulted in keeping the brand term on as
we ascertained the value in it
CASE STUDY: TOPPS TILES
39. Finding the efficacy of bidding on Brand
using incrementality testing
Test saving
budget on
Branded
bidding
41. Strategic use of first-party data -
increasing value from existing customers
How could 1st party data do more for you?
Revamp first-party
audience targeting
within Google
Establish layered
audience framework,
leveraging in-platform
AI learnings
42. Leverage first party data for
smarter bid strategies
Conversion & Est. Value
User ID
Ad Platform Reporting
Bid Strategies
Audiences
CRM
43. Use first-party
data to avoid
targeting existing
customers
Strategic use of first-party data - New
customers are an opportunity for growth
Accounting for new customer acquisition
44. Establish CLV’s role
in your
performance
marketing
Strategic use of first-party data - New
customers are an opportunity for growth
Accounting for new customer acquisition
45. Test Google Ads
new customer
acquisition bidding
Strategic use of first-party data - New
customers are an opportunity for growth
Accounting for new customer acquisition
47. What’s the challenge?
Advertise only
what needs to
be advertised,
when it needs
to be
advertised
Be more
strategic with
your ad spend
to maximise
return
Understand
your customer
and their
longer term
value to your
business
48. NOTTINGHAM
Fothergill House, 16 King Street
Nottingham, NG1 2AS
01158 242 212 | hello@impression.co.uk
Thank you
LONDON
Runway East Borough Market,
20 St Thomas Street, London, SE1 9RS
0207 112 8148 | hello@impression.co.uk