– [Instructor] In this screencast, we’re gonna walk through the
TPA on Google Shopping channel. You get here by clicking on Marketing, then Top Placement Ads,
then TPA on Google Shopping. This same screencast is applicable for the TPA
on Bing Shopping as well, because these two are very similar, they’re just simply
two different channels. So we’re gonna walk through
the TPA on Google Shopping now. When you arrive here, you’re
gonna be on the Overview page, and the Overview page of
TPA on Google Shopping basically just starts you off
on this Campaign subtab here, so you can see you have all
these different options here, when you click on here, it
defaults to the Campaigns tab. And so if you scroll down,
what you’re gonna see is all the different campaigns you have running on Google Shopping. And you’ll see different
various things here if you have a lot of different
types of campaigns running. And what you could do, just
from a bird’s eye view here, is just compare how one
campaign is performing against the next. And you do that by just looking at all the different metrics over here. So for example % Visibility,
that’s the percent of people that are seeing your ad based on those that are searching for the keywords and types of products that
you’re running ads for. So in this example, for
this particular campaign, 66% of people that are searching
for the types of products and keywords that you’re marketing to, are seeing your particular ads. So roughly 35% are not seeing
your particular product ads, they’re just seeing other
product ads when they search, and that’s just simply because
there isn’t enough budget on this particular campaign to
be visible to 100% of people that are searching for your
types of products and keywords, and so one way to increase
this percent visibility would be to increase your budget. That would allow your ads to run longer, essentially so more people see them. So that’s what this means here. And as you go through here, you know you can compare
all the different metrics, so Impressions is the number
of people that saw your ad, Clicks is the number of
people that clicked on it, Click Through Rate is the number of people that clicked on it out
of those that saw it, you have your Average Cost Per Click here, this is your Total Conversions,
this is strong metric, because this is the total
number of sales you’ve received, so that’s important, this
is your Conversion Rate, this is your Cost Per Conversion here, this is the amount of money that you spent on this
particular campaign, and then this is a big one
here, popular with eCommerce, this Estimated Revenue,
this is actually pulled from the analytical
eCommerce revenue tracking on your website. So it’s dynamically pulled every time there’s a purchase made, and so this is telling us that out of the $3800 or so
spent on the campaign ads, you’ve received $20,000 in sales, so strong return there, and
so this is an important number to keep an eye on, obviously. And so if you wanted to dive
down into this a little more on these campaigns, you
could click these links here that’ll take ya into the
settings of the campaigns, if that’s of interest to you. You can also click the
More Insights drop down to get additional
information on this campaign, such as Device Types, Mobile,
Desktop, and Tablet traffic. And you can see the
different types of clicks that you’ve received, so it’s
parts of the ad basically, people clicked on. If you wanted to compare this campaign to a different date range, you could click this plus right here, and you could compare that, you know, one date range compared to the next here. And to select your date range, is of course, that’s up top here, you just select your date ranges up here as you’re looking at these reports. This graph here, on this Overview page, this give you an aggregate graph, based on all of the campaigns that you have running down here, it basically aggregates
all the different things, such as Clicks, Impressions, Conversions, and you could graph those, so you can visually see
how you looked over time, based on the date range that you picked. And if you wanted to compare, you know, Clicks against another metric such as Conversions or something, you could simply click here and it would add that other line, basically plot that
other line to your graph, and you could compare those things. OK, so now that you understand how the lay of the land here looks, when you navigate through
these different tabs, you’ll see it’s very similar now, so when I go over to ad groups, for example from Campaigns,
if I scroll down, every campaign is associated
to different ad groups. So for example, this
campaign has eight ad groups inside of it, this campaign
has one ad group inside of it, so I could drill down
into these eight ad groups by clicking here and it would take me into this campaign’s ad groups, and I could analyze those, or you could come up here and you could just click
on the main ad groups tab, and then you could filter by
campaigns by clicking here, so either way works. As you scroll down, same look here as the campaigns
tab we just looked at, but now your seeing everything
at the ad group level, so a level deeper in terms
of analyzing the data. OK, Product Groups is
the same sort of a setup, so is More Insights, Product
Ads is a little bit unique, so I’m gonna click on this. Product Ads is a very popular report for basically everybody that’s
running Google Shopping ads, and let me show you why. If I minimize this chart, scroll down, the Product Ads is really cool, because it actually has a column here that shows you your actual product ads, so you can see the product
picture and name, price, basically what the ad looks
like, you can see that here, and then this is really nice because it helps you see the data at a really granular level all the way down to the product level, you can see how you’re performing for each of these products. So for example, you can
see the total impressions you’ve received for each product, so how many people saw that product ad, how many people clicked that product ad, and if I fast forward over here, you can see the revenue that you’ve received from
each of these product ads. So what this is doing is basically allowing you to see exactly how many
sales you’re generating for each of your product ads. This is really powerful information because you can see how much you spent versus how much you’re
receiving in return, and you can see your true return
on investment per product. With this report you could sort by clicking the column heading if you wanted to sort
by most sales to least, or least to most, and you could
start to better understand how your products are
performing individually, you could start to talk to
your marketing executive to analyze the data, start to turn off ads for products that are
not selling very well, and start to turn up ads for
products that are selling well. What you could do over
time, based on this data, is start to optimize your campaign so that you have essentially
more budget driven towards the high profitable products that drive the most sales, and less towards the
less profitable products. Really comes down to just
doing more of what’s working and less of what’s not, over
time and what happens is, is you start to see a
huge return on investment via your shopping campaigns, and so this product ads report
is a really powerful report that helps you understand that. Some other things that are cool here, is if you see a low
conversion rate like here, this is a .94, so it’s a little under 1%, you can see these other
products are performing better, and actually this column’s
Click Through Rate, so this is not the most perfect example, ’cause we’d really wanna be
looking at Conversions Rate which is this column
here, but if we do that, this is actually a perfect
example right here, this is .0, this is 0.58% conversion rate, which for eCommerce is,
you know, not great, you wanna be above 1% normally, and when you compare this against these other shopping campaigns, you can see these three here
are performing really well, these particular product ads, whereas this product ad is only .58, so that’s a low conversion rate, maybe there’s some things you
could do to increase that, it could be a price problem, if you look at your competitors, and kinda compare your prices, it could be that there’s maybe an issue with your product page. And so to understand that, if
you click this link over here, it’ll take you to your
actual product page, the page that people are going to when they click on these ads, and you’ll wanna make
sure that looks good, it’s laid out the right way,
has the right information, there’s reviews on there and everything. There could be some things you could do to optimize this product so
it converts at a higher rate, which is ultimately gonna
drive you more sales. So there’s a lot of different
things you can derive from looking at this data,
that’s just one small example, and if you talk with
your marketing executive, I’m sure you could brainstorm ways of improving your shopping
campaigns overall. If you’re truly working together to drive the best results possible. Some other things to point out here, under More Insights, you
can see Top Search Terms and the keywords people are searching to find your product ads, you can see negative terms that have been added to the campaign, you can see Top Brands out of
all the brands that you sell, Top Categories out of all
the categories that you sell, and Top Product Types of all the product types that you sell. So some good information there as well. Obviously I’m moving pretty quick, there’s a lot of information in here, we could spend days on this
screencast if we wanted to. I just wanted to give
you a quick high level bird’s eye view of how
everything’s kind of laid out so you have a better understanding there. Please talk to your marketing executive for a more in-depth walk through of your particular campaigns
and your specific product data on your shopping campaigns. And also, if you wanna watch
more screencasts like this, visit help.marketing360.com where we upload those screencasts weekly. Thank you, have a good one.