Tony is the Marketing Manager at Sales & Orders heading up our inbound marketing and advertising team. His latest adventure, though? Being a dad!
Trends in online retail advertising are all around us. It seems that just about every quarter, retailers are bombarded with a flurry of new and intriguing things to focus on while trying to marketing their products on the digital shelf space. Google Shopping is no stranger to this onslaught of nuanced strategies and crucial must-have alerts.
Now that AdWords allows for 100% and -100% modifiers for all device types (Desktop, Tablet, Mobile) retailers have an opportunity to truly test how their ads and, more importantly, their website wind up performing from device to device. How? Well let’s discuss how it works.
Segmenting Your Primary Campaign
If you are a veteran AdWords users then chances are this isn’t news to you but you also may not have attempted these campaign types yet. For you retailers with modest budgets or limited resources we definitely recommend looking into what you have been doing in the past and then segmenting your data to find what’s working, and what’s not.
Before you even attempt any pure campaign type you need to make sure that your E-Commerce website is both mobile-friendly and mobile-responsive. Kudos to those who have even gone so far as to create a mobile version of their store as these often make it even easier for shoppers to peruse wares and make purchases.
Let’s begin by first Segmenting either your Campaign or Ad Group level data. We recommend you use at least a full 3 months’ worth of data or more so that you see a “bigger picture.” You’ll also want to include important metrics in your columns such as Impressions, Clicks, CTR, Average CPC, Cost, Conversions, Cost/Conversion, and All Conversion Value. Below are two snapshots (ad group level) to follow along with:
As you can see this ad group is performing extremely well on its own and each device is experiencing a tremendously positive ROAS. So why would we want to maybe split up campaigns by device targeting?
The Potential For Better ROAS
Considering what we saw in the screenshots above, it looks like both Computers and Tablets with full browsers both have very similar Average CPC’s over the course of the last 3 months. Both also have extremely strong ROAS, however, Computers convert almost twice as well as Tablets. Mobile is crushing it and is converting nearly three times as efficiently as Computer, almost five times that of Tablets, all with an Average CPC roughly 8.5 times less than both Computer and Tablet.
Now if you were to separate each device targeting into their own Shopping campaign you could potentially have a better ROAS for each and overall. By dedicating a specific budget to each, based on historical spend month to month, you can essentially gain full control over analyzing shopper behavior regardless of what device they are using to find your products.
Once the campaigns are built out, you can continue to modify their select bid adjustment to open up Max CPC’s to affect metrics that you notice may need some help such as your Impression Share or Click Share. You’ll also be able to spot when one device is truly outperforming another thus allowing you to think about budget reallocation to improve overall ROAS by limiting the wasted ad spend from one device to improve the return on another.