One of the most common approaches to setting up Shopping campaigns is to segment everything by brand.
By doing it this way, retailers can improve their control over ad spend while also maintaining a more streamlined approach to managing bids and other campaign optimizations.
It truly is becoming a mobile-first world, especially in the realm of ecommerce.
According to Statista, nearly 40% of all ecommerce sales in 2018 and in the US alone were attributed to shoppers using mobile devices to purchase goods online.
That figure is estimated to near 45% as of 2019, and by 2021 over half of all ecommerce sales in the US are expected to stem from mobile shopping.
ROAS or Return on Ad Spend is the “buzz metric” of Shopping campaign optimization. Naturally, and as we’ve seen it time and time again, retailers always ask the same question:
“How do I maximize my return?”
With just about every ecommerce retailer we have helped succeed on channels like Google and Bing Shopping, we’ve found that there are 4 key most common denominators that (when working in concert) contribute to substantial ROAS gains over time.
So, you’ve been managing and optimizing your Shopping campaigns for quite some time now. You’ve done everything you can think of from custom ad schedules to advanced location targeting. Yet, after all of that, you’ve started to notice that performance has pretty much hit its peak.
Sound familiar? Well, you’re not alone. This is an all-too-common occurrence when working with Shopping campaigns over time. Performance plateaus in Shopping campaigns, whether it be in Google or Bing, are simply inevitable.
Click Through Rate is a mighty metric in Shopping campaigns. It defines how often people click on your ads after they’ve seen them.
It is a very telling metric as well – a lower than average (below 2%) or even a bottomed-out CTR indicates that your ad is not as compelling to the shopper than what your next competitor has.
