business analysis
Before I look at a campaign, I look at the business. I combine Google Ads data with what happens in your operation to know what is worth pushing and what isn’t.
- Margin by product or category
- Offers, promotions and key sales dates
- Stock and stock-outs
- Instalments, payment methods and shipping
- New and returning customers, and their lifetime value
- In B2B, closed deals and the sales cycle
Margin by product
Which products make money after ad spend and which only bring in revenue.
Running 22%, accessories 61%
Offers and promotions
Discounts, free shipping and dates like Black Friday, planned ahead.
Black Friday in 12 days
Stock
Don’t push what is about to sell out, and don’t ignore what is piling up.
Trail X: 40 pairs left
Instalments and payments
Interest-free instalments and payment options change both conversion and margin.
6 interest-free instalments: +18% conversion
What most people look at
Google Ads
- Clicks
- 12,480
- Impressions
- 381,200
- CTR
- 3.3%
- Conversion rate
- 2.1%
New and returning customers
What a new customer costs and what they are worth over time.
New customers: 64% of sales
Shipping and returns
What it costs to deliver and what comes back, taken out of every sale.
Returns: 9% in footwear
Closed deals
In B2B, which leads turn into sales according to your CRM, not the form.
1 in 6 leads becomes a sale
Seasonality and competition
Seasonal demand, competitor prices and who bids on your searches.
Black Friday: CPC up 35% last year