Measure success

Solve commercial objectives with Shopping

Overview

Take a step beyond CPA and ROAS goals and optimise towards metrics that your business cares about, using Google Shopping and business intelligence.

Digital marketing is traditionally measured by efficiency metrics such as cost per acquisition (CPA) or return on ad spend (ROAS). However, we know that your wider business is likely to be more interested in more commercial objectives, such as profit margin and total profit.

In the retail space, we know that squeezed margins and declining footfall are increasingly significant, but optimising towards ROAS and CPA aren’t the best measure of bottom-line profit or inventory sell-through; they are metrics that don’t support these challenges.

We can help you manage your online activity and optimise directly towards profit margin and total profit through Google Shopping. You have to provide a feed – a list of products with various attributes – in order to participate in Shopping. As part of this process you can provide additional data such as the margin or stock level of each product. This level of information will ultimately allow you to optimise directly towards commercial goals, rather than marketing objectives.

Combining business intelligence, Google Shopping and automation to manage complexities can help you meet your business goals and save time.

Key takeaways

Take a step beyond CPA and ROAS goals and optimise towards metrics that your business cares about, using Google Shopping and business intelligence.

Next steps

  • Define success

    Align any Shopping activity to what your business is trying to achieve.

  • Ensure feed excellence

    Feed hygiene is important, but feed strategy – putting the right business intelligence data in your feed – is just as important.

  • Campaign structure

    We recommended that you use multiple products per product group in a structure built around defined objectives.

  • Automation

    Get the most out of your activity by leveraging automated bidding.

  • One

    Define success

    Align any Shopping activity to what your business is trying to achieve.

  • Two

    Ensure feed excellence

    Feed hygiene is important, but feed strategy – putting the right business intelligence data in your feed – is just as important.

  • Three

    Campaign structure

    We recommended that you use multiple products per product group in a structure built around defined objectives.

  • Four

    Automation

    Get the most out of your activity by leveraging automated bidding.

Resources