I had an Office Supplies client where we split all his unique product ID’s into their own ad groups with dedicated promo ads (some 14,000, easy with excel and adwords editor).
We noticed his many per-click-conversions (so called at that time) showed a 27% upsell rate, as you might expect from such a merchant, who often has people buy several items.
We also noticed that people would come for one product, and sometimes buy something completely different, at higher prices (the converse is also true).
So, his sales of A4 paper (one of his cheapest items, and therefore one you either might not bid on, or bid low on) were “assisting” (like Search Funnels) higher value sales.
So, would we not bid assertively on A4 paper, and lose upsells? I don’t think so…
Naturally, you will also be tracking dynamic conversions for transaction-specific values from your cart so as to set your bidding strategy, and taking into account product margins.
Such Cart analysis is essential to make sure you don’t throw the baby out with the bath water when deciding product filters and bidding.
I will be explaining in detail how this all works in my upcoming book at http://www.clickscustomerscashflow.com.
Register today for your full, free Kindle copy.
If client Margin was 50%, then profit would have been $304,176 * 50% = $152,088.
Every Business is unique with their own margins, overheads etc ...
- www.DavidNRothwell.comGoogle AdWords PPC Management Consultant, 2001 - present
- KLA-Tencor Corporation LtdEurope Regional IT Manager, 1997 - 2001
- Hewlett-PackardIT Services Manager, 1995 - 1997
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- Oldham College of TechnologyRadio, TV, Electronics Engineering, 1975 - 1978
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