{"id":7228,"date":"2022-12-07T16:21:07","date_gmt":"2022-12-07T16:21:07","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/12\/07\/feeding-data-to-automation-in-house-teams-secret-sauce-to-google-ads\/"},"modified":"2022-12-07T16:21:07","modified_gmt":"2022-12-07T16:21:07","slug":"feeding-data-to-automation-in-house-teams-secret-sauce-to-google-ads","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/12\/07\/feeding-data-to-automation-in-house-teams-secret-sauce-to-google-ads\/","title":{"rendered":"Feeding data to automation: In-house teams\u2019 secret sauce to Google Ads"},"content":{"rendered":"<p>More than agencies or freelancers, in-house ecommerce marketing teams tend to have more access to data, making them the perfect intermediary between that data and the campaigns they manage.<\/p>\n<p>Accurate, timely insights from analytics platforms or customer relationship management (CRM) systems can help marketers make informed decisions on how best allocate resources when automating tasks (e.g, email sequencing, segmentation strategies). <\/p>\n<p>This allows for more efficient use of time while also providing a higher return on investment through targeted messaging that resonates with prospects over time. <\/p>\n<p>In his SMX Next presentation, Andrew Lolk, founder of SavvyRevenue goes over what it takes for in-house ecommerce marketing teams to implement the necessary data for their algorithms to be efficient, and making sure that the data that we\u2019re actually feeding into the engine also equals the goals.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/12\/07\/feeding-data-to-automation-in-house-teams-secret-sauce-to-google-ads\/#Feeding_the_beast\" >Feeding the beast<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/12\/07\/feeding-data-to-automation-in-house-teams-secret-sauce-to-google-ads\/#Analytics\" >Analytics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/12\/07\/feeding-data-to-automation-in-house-teams-secret-sauce-to-google-ads\/#Micro_conversions\" >Micro conversions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/12\/07\/feeding-data-to-automation-in-house-teams-secret-sauce-to-google-ads\/#Use_cases\" >Use cases<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/12\/07\/feeding-data-to-automation-in-house-teams-secret-sauce-to-google-ads\/#Blended_ROAS\" >Blended ROAS<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/12\/07\/feeding-data-to-automation-in-house-teams-secret-sauce-to-google-ads\/#Negative_ROAS\" >Negative ROAS<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/12\/07\/feeding-data-to-automation-in-house-teams-secret-sauce-to-google-ads\/#Watch_Feeding_data_to_automation_In-house_teams_secret_sauce_to_Google_Ads\" >Watch: Feeding data to automation: In-house teams\u2019 secret sauce to Google Ads<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Feeding_the_beast\"><\/span>Feeding the beast<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Feeding the beast means giving as much data as possible. This includes:<\/p>\n<p>Server-side tracking.Enhanced conversions. Giving the algorithms as much data as humanly possible. <\/p>\n<p>\u201cWe need to feed the system with as much data as humanly possible and then use other methodologies to define attribution,\u201d Lolk said. \u201cWhat we see in Google ads shouldn\u2019t be what you use to actually determine whether it is good for us or not, as profitable or not. The second part is making sure that the data that we\u2019re actually feeding into the engine also equals the goals.\u201d<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Analytics\"><\/span>Analytics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What should PPC marketers focus on? Not manual bidding, keywords, and rules, according to Lolk.<\/p>\n<p>Rather, your focus should be on taking the captain\u2019s seat. Become a mini-manager, or team lead. In order to optimize accounts, attention needs to be given to feeding the right data into the algorithm. <\/p>\n<p>In fact, analytics should equal about 99% of your back-end data. Lolk\u2019s advice: get enhanced conversions<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Micro_conversions\"><\/span>Micro conversions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Managers need to track micro conversions, Lolk said. <\/p>\n<p>\u201cOnce you\u2019ve figured out all these micro-conversions you want to track, you need to assign a value. The reason you want to assign a value is that unless you put some kind of conversion values to these micro-conversions, then you can\u2019t use it for shopping because you can\u2019t do target CPA or maximize conversions or maximize conversion value bid strategies.\u201d<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Use_cases\"><\/span>Use cases<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Use cases for assigning value to micro conversions are as follows:<\/p>\n<p>The long customer journey, where it takes consumers 3-6 weeks to make the purchase.\u00a0High average order value, such as mattresses and high-end office chairsTracking micro-conversions and assigning a value to those. Whether they be using a chat feature or clicking on reviews<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Blended_ROAS\"><\/span>Blended ROAS<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To calculate blended ROAS, you take your total revenue and divide it by your total cost across all platforms. <\/p>\n<p>Blended ROAS includes spend and return for Google, Facebook, Instagram, Twitter, Microsoft, and any other ad platform where you\u2019re running campaigns.\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Negative_ROAS\"><\/span>Negative ROAS<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Brands and advertisers need to be comfortable with a negative ROAS for some products in certain categories in order to maximize profits and balance new customers, Lolk said. <\/p>\n<p>There are times when you increase profit but your revenue is still down. But by looking at back-end data you can see which products were best sellers, had the highest conversion rates, or got the most clicks. <\/p>\n<p>You can use that data to create a custom product score, allowing you to prioritize them.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Watch_Feeding_data_to_automation_In-house_teams_secret_sauce_to_Google_Ads\"><\/span>Watch: Feeding data to automation: In-house teams\u2019 secret sauce to Google Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Below is the complete video of Lolk\u2019s SMX Next presentation.<\/p>\n\n<div><\/div>\n<p>The post <a href=\"https:\/\/searchengineland.com\/feeding-data-to-automation-in-house-teams-secret-sauce-to-google-ads-390081\" target=\"_blank\" rel=\"noopener\">Feeding data to automation: In-house teams\u2019 secret sauce to Google Ads<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>More than agencies or freelancers, in-house ecommerce marketing teams tend to have more access to data, making them the perfect intermediary between that data and the campaigns they manage. Accurate, timely insights from analytics platforms or customer relationship management (CRM) systems can help marketers make informed decisions on how best allocate resources when automating tasks (e.g, email sequencing, segmentation strategies). This allows for more efficient use of time while also providing a higher return on investment through targeted messaging that resonates with prospects over time. In [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-7228","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/7228","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=7228"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/7228\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=7228"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=7228"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=7228"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}