Brand vs Non-brand: 2019 Benchmark report
We’re pretty sure you have been running a lot of shopping campaigns lately, and we think this 2019 benchmark report could help you squeeze a bit more juice from your camps and improve your spend efficiency.
The report was generated from a script that analyzed brand traffic for 750+ European accounts in 8 key retail industries for the period between January 1 and June 30.
As per the benchmark report, one of the improvements you can make is to split your shopping campaigns for branded and non-branded traffic to bid more efficiently, no matter what your niche is.
+ Why? Shopping is not keyword-based, and only negative keywording is offered by Google. So, when you are managing larger, granular accounts, the workarounds needed to execute a brand/non-brand split can be quite challenging to implement and maintain.
More findings from the report:
- Average branded ROAS is twice as high as non-brand in most industries. An account dealing in Furniture & Home Décor saw a 236% higher ROAS for branded search terms compared to non-branded ones.
PS: It’s recommended that you combine ROAS with margin information for a better assessment of the performance.
- Average branded cost share ranges from 16% – 56%, so the performance difference impacts 20% of your budget on average – that’s $1 out of every $5 spent.
- Brand CPCs are cheaper, although this is heavily dependant on the niche. In the fashion niche, brand clicks are 23% cheaper than non-brand clicks on average.
- Brand terms are high intent search terms due to the users being more towards the middle of the funnel. Hence, conversions are significantly lower for non-brand campaigns.
+ Actions items for you to implement:
- Set your bids per product.
- Split campaigns by device.
- Integrate your net rev data and other signals for better understanding of growth, rather than just limiting yourself to ROAS.
- Set goals and bidding behaviours by query type (e.g. brand vs. non-brand).
Finally, there are some high-value queries for non-brand keywords as well. These tend to include strong intent signals such as product terms, colour terms, alphanumeric patterns, and much more. Test these to make the most out of your non-branded traffic.
Get granular insights on CLTV trends of your store
Continuing with the shopping theme, The Crew came across a useful tool that integrates with Shopify to show you customer lifetime value (CLTV) trends and identify customers that are at risk of not buying from your store again.
The company is called Retina, and you can download the tool “Retina Go” from Shopify’s native app store. Not a paid one.
It’s a great tool for smaller e-comm stores to leverage predictive insights around customer lifetime value and help you compete with larger retailers and platforms such as Amazon.
Having the ability to predict CLTV trends based on internal data and campaigns targeting look-alike audiences gives you insights that are usually reserved for companies with data science resources.
So, it looks like a great find and keep. If you understand the impact of CLTV and can apply the metrics offered by Retina Go to ongoing campaigns, you will have more accurate data and be equipped to spread your spend more efficiently.
🤖 RedTrack.io robots take care of your campaign optimization chores
Is it possible to earn more and spend less? Good news – it is. Bad news – there’s a high chance your competitors already know about it.
RedTrack has figured out how you can stop wasting money on ineffective campaigns with controlled automation. While others are testing AI (fancy word for machine learning) tools, RedTrack’s team put its effort in creating API integrations with multiple traffic sources to help you protect your ROI and automate something you do manually every day.
What exactly are we talking about?
RedTrack’s campaign automation rules. You set KPIs for your campaign performance, robots apply the changes to campaigns in your traffic source if benchmarks are not met.
You can set the rules to:
- Pause campaigns in your traffic source based on performance or quality
- Blacklist placements based on performance or quality
- Distribute traffic to the most effective offers, landers, streams inside the campaign
- Receive automatic notifications when KPIs are not met or unexpectedly changed
Simple and effective. Nice move RedTrack.io team.
Does it work with all traffic sources?
Notification and distribution rules work for all campaigns. Campaign/Placement optimization rules naturally work only for integrated campaigns. Current lists include Google Ads, Zeropark, Exoclick, MGID, PropellerAds and more is on the way (as long as they support API).
RedTrack’s team is prioritising the integrations with the most requests, so hit them up with yours!
It all sounds good. So, what’s the catch?
There is none. Check out everything RedTrack’s automation can do right here. And don’t forget to ask for a demo!
Why we think beehives will be a super-hot ecomm product this 2020. Thank us later…
2020 is just around the corner, and you’ve probably already started to put down some plans you have in mind for the first year of the new decade we’re entering.
Need some help? Facebook released The 2020 Topics and Trends Report From Facebook IQ, a report containing the trends we will likely witness in 2020.
How did they build the report? First, they analyzed their data, and when they caught some trends they looked at third-party research and credible media sources to both inform and validate their overall findings.
Let’s see some of the predicted trends and where they might happen.
Indonesia: Online gaming is growing, particularly in the e-sports segments where users can compete against each other. Indonesia is a bit of a latecomer to the online gaming world, but it’s growing quickly.
More and more people are recognizing that online gaming does instil virtues like teamwork and goal-setting, further fuelling the growth. Got some offers to push here?
Philippines: Mainstream skincare products are gaining traction as Filipinos abandon their traditional practices of treating their skin with complex rituals.
Sweden: As one of the most sustainable countries on Earth, people in Sweden are pioneering sustainable fashion trends. The result is a growing interest in clothing made with environmentally friendly materials from firms that follow eco-sustainable processes.
Canada: Beekeeping is becoming a popular hobby. Again, the reasoning revolves around ecosystem sustainability and the knowledge that bees are important to this. Beekeeping looks like a completely new niche, and it’s likely to expand beyond Canada over the next few years.
Another trend that is growing consistently in Canada is indoor gardening. Got some gardening items to dropship?
USA: Baths are moving back into the American mainstream. It not only allows users and influencers to share their bath pics on the Gram, but also translates into people looking for bath recipes as part of their self-care routines.
Okay, there’s more about other countries, but these looked like the most relevant trends to bring to you.
Got some ideas here? We hope so, and maybe you can find even more in the report here.
- SEO: Google has started showing the availability of products on image search results page. It was spotted by Frank Sandtmann, who noticed the feature in English, German and Polish image search results.
- INSTAGRAM: IG is testing another camera option for Stories called “Poses” which will let you create stop-motion style clips from multiple images.
- E-COMMERCE: A case study in the Home Decor niche shared by Ryan Alexander, which walks you through a 15-day journey to $100k.
- TOOLS: As marketers, we’re pretty sure you’re interested in charts. Here’s a website that gathers and shares marketing charts that represent some of the most popular ongoing trends.
- SECURITY: Facebook isn’t the only one doing nasty things with data. Some docs revealed how the FBI secretly demanded vast amounts of American consumers’ data, for apparently no reason. The govs put a lens on this case. What’s in the pot?
How do you spell candy in 2 letters?
You can find the solution by clicking here.
Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.
This has just been the best decade humankind will ever witness
Looking back at these last 10 years, there is a trend that has really influenced our lives. And no, we’re not talking about droids taking over, or about the fact that we’ve taken a photo of a Black Hole, or even about the development of electric cars.
No, it’s not Facebook Ads or Gangnam Style.
Pokémon Go? Nope.
The trend that made this decade the best ever, and we’re telling this with unbreakable confidence, is…
You read that right!
We’re not sure exactly when memes were invented, but we can say with certainty that the last decade has seen them become a big part of our communication culture. A bit like hieroglyphs for Ancient Egyptians…
This post is really about celebrating memes, so we’re leaving you with this collection of the 100 best memes of this decade.
Hoping that everyone’s meme game will continue to go from strength to strength over the years! Wishing you a light-hearted start to the week; the last week of grind before Christmas kicks in!
PS: We are super-duper curious to find out what your favourite meme is. Please, pleeease, let us know by answering this email.