Pay per Click

Google Ads Brings New Sets of Data to Shopping Campaigns

Google Ads can now report on cart data for shopping campaigns, tracking all information related to purchases.

Cart data goes buying tracking sales for products featured in an ad. An ad click on a product may lead to sales of other products, so cart data allows advertisers to see any items purchased after ads are clicked, which products are most likely to convert, and which items are the top sellers.

Enabling cart data for shopping campaigns offers the following benefits:

  • Detailed reports of items sold
  • Clear measure of revenue and profit generated by Shopping Ads
  • Detailed reporting on cart size and average order value

What’s Included in a Cart Data Report

Reports of Items Sold

Cart conversion data provided by retailers will be used to generate reports that contain details about items sold, such as

  • Which bidding entities (campaigns/ad groups/product groups) drive product sales
  • Whether or not users bought the products featured in the ads they clicked
  • Whether or not users bought products other than those featured in the ads they clicked
  • How different bidding dimensions (device or geographic location, for example) affect cart size and average order value
  • Which bidding entities deliver the highest gross profit

Attributed sales metrics

Attributed sales metrics measure the impact of a product as a lead generator. These metrics include:

  • Orders: Transaction completed after an ad click.
  • Revenue: Total amount of income from all transactions that are attributed to clicks on an ad.
  • Cost of goods sold (COGS): The total amount of business costs that are attributed to a certain product.
  • Gross profit: Total amount of profit from all transactions that are attributed to clicks on an ad.
  • Average order value: A metric that is calculated by dividing the revenue by the number of orders.
  • Average cart size: The average number of products in the order cart.

Offer-level sales metrics

Offer-level sales metrics measure the actual products sold in orders. These metrics include:

  • Units sold
  • Product revenue
  • Product gross profit
    Product average COGS

How to Enable Cart Data

Enabling cart data will require you to first set up conversion tracking. Then, to submit cart information, you’ll need to adopt either Google’s global site tag or Google Tag Manager.

There’s detailed instructions covering both methods of setting up cart data in this Google help document.

Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

Google Ads Brings New Sets of Data to Shopping Campaigns How Does PPC Advertising Work?

Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.

Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.

Sounds simple enough?

Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn.

However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines.

We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

We’ll take a look at the benefits of both services to help you decide the best fit for you business and the best way to reach your target audience.

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