Upon reducing prices, this led to much higher ranking in their eligible auctions, and therefore higher traffic, sales and ultimately profit. They noticed a clear drop in impressions and clicks when price competitiveness dropped. Women’s Fashion Retailer: After seeing volatile performance of hero products, the paid search team implemented price competitiveness tracking to review if this was to blame. No changes in Google Ads were needed from the PPC account management team to improve performance here. The merchandising team immediately reduced the price just below average market rate, and conversion rate soared higher than it had been previously. Sports Retailer: An online sports retailer selling commodity-style products with very little differentiation across different advertisers, noticed a clear drop in conversion rate and sales when price competitiveness deteriorated. Here are a few case studies from retailers who have used price competitiveness data from the Propel Digital script to improve their Google Shopping campaigns: Create an automated process that informs both teams, so that action can be taken to address the performance change following a move in market prices. Most PPC account managers don’t control prices, but can talk to the merchandising team that does.
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