4 Data-Driven Hacks to Turn Searchers Into E-Commerce Shoppers

MIKE PEREKUPKA, SIDECAR SR. STATISTICAL ANALYST

@Kissmetrics

#KissWebinar

@thuelmadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he

was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to

automate everything around him, you can find him hiking in the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Mike is a Senior Statistical Analyst at Sidecar. He also moonlights as an Adjunct Professor of Statistics at

Rowan University. Before joining Sidecar, Mike was a high school math teacher and a data analyst for NASA. When not crunching numbers, he can be found on the nearest tennis court preparing for his next tournament.

MIKE PEREKUPKA Sr. Statistical Analyst, Sidecar

@MPerekupka

@getsidecar

#KissWebinar

@MPerekupka

1 The Google Landscape

Dimensions Tab

Item ID Report

Search Queries

Mobile Segmentation

2 The Shopping Landscape

3 Let’s Talk Mobile

TABLE OF CONTENTS

4 What’s in a Query

5 Data-Driven Hacks

WATCH WEBINAR RECORDING NOW

The Google Landscape

THE GOOGLE SERP HAS CHANGED

A DATA-DRIVEN CHANNEL

Weighted CPC = ((Clicks1 x Cost1) + (Clicks2 x Cost2) + (ClicksN x CostN))/(Total Clicks)

ROAS = Revenue/Costs

r = ((n x Σxy) - (Σx)(Σy))/sqrt((n x Σx^2) - (Σx)^2) (n x Σy^2 - (Σy)^2))

Optimal CPC = (Revenue/Orders) x (Orders/Clicks) x COS GOAL

AOV = Revenue/Orders

CPA = Cost / Conversion

Contribution Margin = Channel Revenue - Channel Spend

Imp. Share = Impressions / Total Eligibility

Imp. Share = Impressions / Total Eligibility

Imp. Share = Impressions / Total Eligibility

CTR = Clicks / Impressions

Impression Share = Impressions / Total Eligibility

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VS

A)

B)

THE GOOGLE LANDSCAPE

In 2016 Retailers Spent 53%

of their AdWords budget on Shopping

Campaigns Up from 47% in 2015

Shopping revenue as percent of site

sales grew 77% YoY

54% of shoppers started their

product searches on Google

The Shopping Landscape

A GROWING OPPORTUNITY

THE SHOPPING LANDSCAPE

Google Shopping spend

grew 30% YoY

Mobile percent of total shopping spend

grew 48% YoY Mobile

revenue grew

134% YoY

Let’s Talk Mobile

Phones are getting bigger, and laptops are getting smaller—blurring the lines between what’s considered a mobile device and what’s not.

THE CHANGING MOBILE EXPERIENCE

How do you appropriately evaluate each query?

What’s in a Query?

KEY FACT: QUERIES ARE USER-GENERATED CONTENT

running shoes

KEY FACT: QUERIES ARE USER-GENERATED CONTENT

blue nike free 5.0 running shoes

PURCHASE CYCLE

early late

CONVERSION POTENTIAL

low high

PURCHASE CYCLE

early late

CONVERSION POTENTIAL

low high

Kelsey Michele

blue nike free 5.0 running shoes running shoes

NOT ALL QUERIES ARE CREATED EQUAL

Data-Driven Hacks

Impressions

Clicks

Ad Spend

Orders

Revenue Conversion Rate

ROAS

Traffic Trends

Budget

Website Orders Material

Shipping Costs

Conversions

Profit Cost-Per-Click

Benchmark CPC

Benchmark CTR

Assisted Conversions

View Thru Conversions

Customer Lifetime Value

Page Views

Price Changes

Seasonality Days to Purchase

Brand Price Point

Average Order Value Margin

Cost of Sale Profit/Loss

Category

Product Type

Color

Style

Repurchase Rate

Competition

Inventory Local Inventory Ads

New Customer Acquisition

Co-op Marketing

BID $1.10 BID $0.65 BID $1.10 BID $1.00 BID $0.90 BID $1.15

BID $1.10 BID $0.70 BID $0.25 BID $1.00 BID $1.15 BID $0.65

BID $1.00 BID $0.95 BID $0.90 BID $0.40 BID $1.10 BID $0.75

A DATA-DRIVEN CHANNEL

DATA DRIVEN HACKS

HACK 1 DIMENSIONS TAB

Your new go-to AdWords tab for viewing Google Shopping data any

way you want.

HACK 2 ITEM ID REPORT

The AdWords Item ID Report can reveal top-performing items and help

you revive items that lag.

HACK 3 SEARCH QUERIES

The words and phrases shoppers use to find your products on Google—and

how to capitalize on them.

HACK 4 MOBILE SEGMENTATION Turn mobile clicks into sales by

segmenting your Google Shopping campaigns by device.

HACK 1: DIMENSIONS TAB

Your new go-to AdWords tab for viewing Google Shopping data any way you want.

HACK 1: DIMENSIONS TAB

GEO-TARGETING ADJUSTMENTS View performance by state, city, ZIP code, etc. to evaluate efficiency and make adjustments where appropriate. 01. DAY-PARTING ADJUSTMENTS Isolate performance by day of the week or hour of day to implement day-parting in your bidding strategy. 02.

EVALUATE CAMPAIGN STRUCTURE View catalog performance by category, product type, or brand to evaluate and update your current bidding strategy. 03.

HACK 2: ITEM ID REPORT

The AdWords Item ID Report can reveal top-performing items and help you revive items that lag.

HACK 2: ITEM ID REPORT

SORT BY CLICKS Get a view into your most important products in the channel. 01. CONSIDER PRODUCT BREAKOUTS If any product is receiving enough traffic or generating enough orders—consider breaking the product out and assigning it a unique bid. 02.

DOWNLOAD AND SEGMENT BY DEVICE Get a lens into product performance across device. Use this data to help determine if shoppers research on one device and then purchase on another. 03.

HACK 3: SEARCH QUERIES

The words and phrases shoppers use to find your products on Google—and how to capitalize on them.

HACK 3: SEARCH QUERIES

SORT BY IMPRESSIONS View the most commonly searched queries that trigger your Shopping ads. 01. SORT BY COST Are any queries driving up cost but never leading to conversions? Consider implementing negative keywords. 02.

EXACT / PHRASE / BROAD MATCH NEGATIVE KEYWORDS Consider the consequences of entering negatives, and use the correct keyword type to maximize efficiency. 03.

HACK 4: MOBILE SEGMENTATION

Turn mobile clicks into sales by segmenting your Google Shopping campaigns by device.

HACK 4: MOBILE SEGMENTATION

VIEW PERFORMANCE ACROSS DEVICE How does traffic break down across devices? Is any device performing inefficiently? 01. CONSIDER DEVICE ADJUSTMENTS If clicks on any device are harming campaign efficiency, implement a negative bid adjustment to reduce spend. 02.

SEGMENT MOBILE TRAFFIC If enough traffic is coming through mobile, consider creating a mobile-only campaign to segment the traffic as it generally performs much differently. 03.

DATA DRIVEN HACKS

HACK 1 DIMENSIONS TAB

Your new go-to AdWords tab for viewing Google Shopping data any

way you want.

HACK 2 ITEM ID REPORT

The AdWords Item ID Report can reveal top-performing items and help

you revive items that lag.

HACK 3 SEARCH QUERIES

The words and phrases shoppers use to find your products on Google—and

how to capitalize on them.

HACK 4 MOBILE SEGMENTATION Turn mobile clicks into sales by

segmenting your Google Shopping campaigns by device.

LEARN MORE NOW

Discover how Kissmetrics can help you optimize your marketing

MIKE PEREKUPKA Sr. Statistical Analyst, Sidecar

@MPerekupka

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Questions?