E-commerce companies know that this is true, but it needs to be repeated: the holidays are ready for you before you know it, and it's time to prepare your Q4 plan.
There are many reports and analyzes that you can compile and compile to develop our Q4 plan. Use the relative slowness of the summer to check your accounts to see if there is anything to improve before the busy season. In this post I go through five SEO reports that can help you prepare a plan for Q4:
- YoY (year-on-year) comparison
- Search report
- Display Share
- Top products / Top movers
For many e-commerce companies, the holiday season brings a higher volume and more expenses for your paid media efforts. It is important to allocate sufficient budget to keep up with demand on volume days, such as Black Friday, Cyber Monday, Green Monday, etc. The first report I draw to start a serious holiday preparation is a YoY comparison per day for 2017 to 2018 to see which campaigns and dates were the most successful.
Of course they are never apples to apples; last year you may have tested a new campaign or strategy that was not tested in 2017, allocated spending across a different number of channels, etc.
Questions that you want to consider with this pull are:
- What did the performance look like on high volume days?
- Would you have spent more to get more return?
- How did campaigns for searching, displaying and shopping form?
- Do you need to use your marketing dollars differently this year?
- Did you have holiday-specific keywords, products, campaigns, etc. that need to be reactivated this year?
Google has recently made changes to conclude a variant agreement. I have noticed a number of shifts in matching and budget allocation across different campaigns and a wider range of irrelevant matches. Search query reports help you identify irrelevant matches to find keywords that you can deny and opportunities to build new keywords before the holiday pressure.
Impression share reports
It is important to understand what your impression share looks like right now and what it looked like in the past holidays. If you pay attention, you will see competitors entering and leaving the auction at various points of the year and competition will increase during the fourth quarter. Display share reports from the 2018 holidays help you anticipate potential competitors as budgets grow. Please note that Google has introduced additional statistics for the impression rate now that the average position is being suppressed. These statistics include the absolute highest display share and the highest display share. With current impression share reports, you can understand and prioritize areas where you should increase the impression share, both now and in the fourth quarter.
To meet the coming peak in search volume, spending and conversions, you must have a large stock of your top products, including the top products from the last holiday season, your current top products and all highly seasonal products. I recommend that you get the Shopping performance of top products by item ID in the Google Ads user interface or retrieve a report in Google Analytics to gain insight into top products on all platforms.
Google has introduced a new product for all accounts that helps to find opportunities and easy profits to keep accounts successful while the holiday season starts. OptiScore offers advertisers recommendations to include bids and budgets, keyword recommendations, and recommendations for ads and ad extensions. In general I found this useful – at least worth the testing! – and make it a habit to check every week or two to get new suggestions.
OptiScore can be found on the Recommendations tab in the Google UI:
This is an easy way to ensure that accounts are set up for success; you will be notified if you have ad groups that aren't showing because they don't contain active ads or keywords, give you budget suggestions, and give you an expected number of conversions with an increase in budget. It is very easy to apply the suggestions at the click of a button, saving you time during the busy season.
You can get lost in a sea of reports if you try to find levers to use these holidays. It is important to prepare by gaining insight into historical performance in order to anticipate this year's performance by looking at efficient campaigns and areas from 2018 and withdrawing into inefficient areas.
Make sure you now spend time checking and optimizing accounts: pull out SQR & # 39; s, make sure all campaigns have ad extensions, and check active ad groups for active keywords and a good copy. With the right preparation and the right plan, your Q4 is less chaotic and more profitable.
Lauren Crain is a Client Services Lead in the SMB division of 3Q Digital, 3Q Incubate.
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