This is quite a sound logic that I also use, though I still have some uncertainties regarding this report. 1st: Only a tiny % of the total sales & clicks are displayed in the SQP compared to the overall sales of the product. For bigger products, this ratio is about 90% of the purchases that are not being displayed. From what I know the reason for that is that only the first click counts, meaning if somebody has clicked on another product before yours, then even if you get the purchase it won't be counted in the SQP anymore. So say you have products that are ranked higher than yourself on a particular query and they are getting clicked first, but the customer then jumps to your product and ends up purchasing it, you won't be able to see this in the SQP, leading to a lot of KWs where the CS:PS ratio might not be the best actually performing really well if you would account for 2nd and 3ed clicks and you wouldn't know that. 2nd: Impression Share. What exactly is an impression, does everybody get an impression as long as they are on the first page for a query(I am getting that assumption from comparing the Search Volume of the Query to the total amount of Impressions for the same)? If so, the click share would in almost all cases be lower if you are at the bottom of the first page which makes it hard to estimate the potential of added traffic/ranking to that query, as the most "first clicks" referenced in the 1st comment will be going to the higher ranked products on the first page, meaning that comparing impression Share to CS wouldn't really make sense and would not be a sign for CTR problem either, since only the first clicks are counted and if they give everyone one Impression who is on the first page, the lower part of the first page might not have gotten the actual impression at all. Another issue coming from this would be that if you are ranked high on page 2 and as soon as the customer goes to page 2, every product there will get their impression (same logic as for the first page) you would see a low IS, but probably a high CS, as you are now at the top of page 2. Meaning, that if you are to push those KWs where you see hey, my click Share is > my IS, let's get more visibility for this KW, you will likely jump to the end of the first page, meaning that the IS:CS ratio will shift the other way. What would be your approach to account for that? How would you approach these inconveniences? Would you disregard the IS and rather focus on CS:PS ratio? Or would you employ any other strategies?
When evaluating the concerns raised about sales and click performance measurement, as well as the challenges with impression share, it's important to approach them strategically. Here's how you can address these inconveniences and optimize your advertising strategy: Consider the limitations of Search Query Popularity (SQP): Recognize that SQP may not provide a comprehensive representation of your product's performance. Instead of relying solely on SQP, focus on measuring actual sales and clicks. Analyze conversion rates, sales per click, or revenue generated to gain a more accurate understanding of your keyword performance. Evaluate Click Share (CS) and Purchasing Share (PS) ratio: While CS captures the share of clicks you receive, it's essential to consider the context and account for second and third clicks. By analyzing the CS:PS ratio, you can gain insights into the performance beyond the initial click and identify keywords that are performing well overall. This approach allows you to account for cases where customers click on other products before making a purchase. Understand Impression Share (IS): An impression is counted when your product is displayed on the search results page, regardless of whether the user scrolls down to see it. While IS can indicate the visibility of your product, it's important to interpret it in conjunction with other metrics. Comparing IS to CS may not always provide meaningful insights since only first clicks are counted. Instead, focus on the potential traffic and ranking impact of different positions on the search results page, considering CS and conversion rates associated with those positions. Optimize based on performance metrics: Continuously monitor CS, PS, IS, and actual sales data to assess the effectiveness of your advertising strategy. Experiment with different approaches such as bid adjustments, ad placements, or keyword targeting to improve your performance. By tracking the changes resulting from these optimizations, you can refine your strategies and focus on the metrics that align with your advertising goals, such as return on ad spend (ROAS), customer acquisition cost (CAC), or lifetime value (LTV). Take a holistic approach: Rather than solely relying on a single metric, consider a holistic view of your advertising performance. Combine insights from CS, PS, IS, and actual sales data to make informed decisions. By considering multiple metrics in conjunction with your business objectives, you can optimize your advertising strategy and maximize results. In summary, it's important to understand the limitations of SQP and IS, and instead focus on metrics such as CS, PS, and actual sales to evaluate your keyword performance. Employ a holistic approach, continuously optimize based on performance metrics, and refine your strategies to achieve better results.
good to see you in the comments brother! Have you tested this at all? I'm running a test for a client with strategy ##1 and want to test it on a few accounts because I like it so much.
Hi can you help me by answering the below mentioned situation, Hello, I need to ask a question. I am facing an ongoing problem with one of my competitors repeatedly ordering my products using different IDs. They consistently return the items and demand replacements. Despite my numerous attempts to address this issue with the support team,I have not received any response from them. As a result, I am now at a point where I am incurring financial losses. If you were facing this situation, what steps would you take to address this issue?
Good stuff! A topic for the future: my ACOS is good, but my TACOS is not great (ie too many sales are coming through ads, and not organic). What to do? Thanks!!!
Here is the best 6 points to maintain your TACOS To increase organic sales and reduce reliance on ads: Optimize organic visibility through improved listings and keyword targeting. Invest in SEO to boost organic search rankings. Utilize social media and content marketing to drive organic traffic. Focus on customer retention and referral programs. Optimize pricing and promotions. Analyze data to refine strategies for better results.
The best video on SQP topic among those that are on TH-cam. Exactly what I was looking for!
Finally a straightforward explanation of how to action on the SQPR. Thank you.
great video Adam and Joe! 😀 I appreciate the time and energy put into this. I'll be looking to leverage this knowledge for my clients.
This is awesome! Super excited you brought Joe on and can't wait for future episodes of this series
Great Video Adam! this is such a great way to dissect this report
Excellent. Thanks Adam. Thanks Joe. Im going to spend the day on this and analysing all these reports.
great video joe and adam
Thanks man!
This is quite a sound logic that I also use, though I still have some uncertainties regarding this report.
1st: Only a tiny % of the total sales & clicks are displayed in the SQP compared to the overall sales of the product. For bigger products, this ratio is about 90% of the purchases that are not being displayed. From what I know the reason for that is that only the first click counts, meaning if somebody has clicked on another product before yours, then even if you get the purchase it won't be counted in the SQP anymore. So say you have products that are ranked higher than yourself on a particular query and they are getting clicked first, but the customer then jumps to your product and ends up purchasing it, you won't be able to see this in the SQP, leading to a lot of KWs where the CS:PS ratio might not be the best actually performing really well if you would account for 2nd and 3ed clicks and you wouldn't know that.
2nd: Impression Share. What exactly is an impression, does everybody get an impression as long as they are on the first page for a query(I am getting that assumption from comparing the Search Volume of the Query to the total amount of Impressions for the same)? If so, the click share would in almost all cases be lower if you are at the bottom of the first page which makes it hard to estimate the potential of added traffic/ranking to that query, as the most "first clicks" referenced in the 1st comment will be going to the higher ranked products on the first page, meaning that comparing impression Share to CS wouldn't really make sense and would not be a sign for CTR problem either, since only the first clicks are counted and if they give everyone one Impression who is on the first page, the lower part of the first page might not have gotten the actual impression at all.
Another issue coming from this would be that if you are ranked high on page 2 and as soon as the customer goes to page 2, every product there will get their impression (same logic as for the first page) you would see a low IS, but probably a high CS, as you are now at the top of page 2. Meaning, that if you are to push those KWs where you see hey, my click Share is > my IS, let's get more visibility for this KW, you will likely jump to the end of the first page, meaning that the IS:CS ratio will shift the other way. What would be your approach to account for that?
How would you approach these inconveniences? Would you disregard the IS and rather focus on CS:PS ratio? Or would you employ any other strategies?
When evaluating the concerns raised about sales and click performance measurement, as well as the challenges with impression share, it's important to approach them strategically. Here's how you can address these inconveniences and optimize your advertising strategy:
Consider the limitations of Search Query Popularity (SQP): Recognize that SQP may not provide a comprehensive representation of your product's performance. Instead of relying solely on SQP, focus on measuring actual sales and clicks. Analyze conversion rates, sales per click, or revenue generated to gain a more accurate understanding of your keyword performance.
Evaluate Click Share (CS) and Purchasing Share (PS) ratio: While CS captures the share of clicks you receive, it's essential to consider the context and account for second and third clicks. By analyzing the CS:PS ratio, you can gain insights into the performance beyond the initial click and identify keywords that are performing well overall. This approach allows you to account for cases where customers click on other products before making a purchase.
Understand Impression Share (IS): An impression is counted when your product is displayed on the search results page, regardless of whether the user scrolls down to see it. While IS can indicate the visibility of your product, it's important to interpret it in conjunction with other metrics. Comparing IS to CS may not always provide meaningful insights since only first clicks are counted. Instead, focus on the potential traffic and ranking impact of different positions on the search results page, considering CS and conversion rates associated with those positions.
Optimize based on performance metrics: Continuously monitor CS, PS, IS, and actual sales data to assess the effectiveness of your advertising strategy. Experiment with different approaches such as bid adjustments, ad placements, or keyword targeting to improve your performance. By tracking the changes resulting from these optimizations, you can refine your strategies and focus on the metrics that align with your advertising goals, such as return on ad spend (ROAS), customer acquisition cost (CAC), or lifetime value (LTV).
Take a holistic approach: Rather than solely relying on a single metric, consider a holistic view of your advertising performance. Combine insights from CS, PS, IS, and actual sales data to make informed decisions. By considering multiple metrics in conjunction with your business objectives, you can optimize your advertising strategy and maximize results.
In summary, it's important to understand the limitations of SQP and IS, and instead focus on metrics such as CS, PS, and actual sales to evaluate your keyword performance. Employ a holistic approach, continuously optimize based on performance metrics, and refine your strategies to achieve better results.
Keep the great content coming appreciate it man!✌️
Really great stuff guys! Great questions @Adam! @Joe thanks so much.
good to see you in the comments brother! Have you tested this at all? I'm running a test for a client with strategy ##1 and want to test it on a few accounts because I like it so much.
Hey brother! Yeah, I'm working on Strategy #2 for a client who has seasonal products. I will also try #1 on another account.
@@bernardnader love it!
Hi Adam, when are you uploading the next videos for the PPC Masterclass?
Can you update us on the Rideo campaign? Haven't had any updates since the campaign ended. Projected ship date is June. The month is almost over
@adam @joe I didn't notice the PDF slides?
Hi can you help me by answering the below mentioned situation,
Hello, I need to ask a question. I am facing an ongoing problem with one of my competitors repeatedly ordering my products using different IDs. They consistently return the items and demand replacements. Despite my numerous attempts to address this issue with the support team,I have not received any response from them. As a result, I am now at a point where I am incurring financial losses. If you were facing this situation, what steps would you take to address this issue?
Great Video. Thanks ❤
Good stuff! A topic for the future: my ACOS is good, but my TACOS is not great (ie too many sales are coming through ads, and not organic). What to do? Thanks!!!
Here is the best 6 points to maintain your TACOS
To increase organic sales and reduce reliance on ads:
Optimize organic visibility through improved listings and keyword targeting.
Invest in SEO to boost organic search rankings.
Utilize social media and content marketing to drive organic traffic.
Focus on customer retention and referral programs.
Optimize pricing and promotions.
Analyze data to refine strategies for better results.
Great video! 👍
🔥❤️
Doesn't somebody have a tool that can download all of these reports and pull together insights for us?