How to Analyze Google Shopping Competitive Marketing Mix?

January 22, 2021
| READ 13 MIN
How to Analyze Google Shopping Competitive Marketing Mix? Download PDF
4P-Marketing-Mix

The competitive marketing mix report from shopping ad analytics gives you insights on the four pillars – product, price, promotion, and placement of shopping ads that are impacting your campaign’s performance. We collected around 184K Ads in the top 5 positions from 2.2K sellers on 1,183 Apparel & Accessories keywords. In this article, we demonstrate the report and process to analyze the marketing mix for your shopping ads campaigns with Search Intelligence.

Google Shopping is a very competitive platform in the United States; it is more popular than search itself for products. About 56% of Google’s PPC budget is accounted for spend on shopping ads.  Since a huge number of sellers and products are competing in the platform, comprehensive campaign planning, analysis, and auditing are extremely crucial for consistently improving your ROAS (Return on Ad Spend).

Due to the ultra-competitiveness of Google Shopping campaigns, you must spend a lot more time on analysis, planning, consistently monitoring, and optimizing your campaigns. Your campaigns might have performed well initially, but may have reached their optimization saturation point, or your campaigns may be failing drastically. You might be wondering what is happening and your campaign performance data is not able to point out the exact reasons.

Ad Analytics with Search Intelligence gives you Google Shopping Ads visibility to market dynamics with insight into your competitive landscape, which is crucial for optimizing your campaign performances. The competitive marketing mix report from shopping ad analytics gives you insights on the four pillars – product, price, promotion, and placement of shopping ads which are impacting your campaign’s performance.

The competitive shopping ads marketing mix typically tells you “whenever your customer is searching for your products, are you getting impressions at the right keywords & ad position with the right product, price, and promotion.” The report will help you consistently monitor and adjust your mixes in every important search term and help you gain an edge against your competition. It will keep you one step ahead and make sure your campaign optimization process never gets saturated.

In this article, we will demonstrate the report and processes to analyze the marketing mix for your shopping ads campaigns with Search Intelligence.

Campaign Planning/Auditing:

Ads campaign planning or auditing is all about analyzing your keywords and search terms that are highly relevant to your products.  This is a very crucial process for your campaign performance.

To demonstrate this process, we have selected around 1,183 Apparel and Accessories competitive keywords targeting all kinds of apparel and accessories products like clothes, jewelry, belts, and shoes, etc. The estimated total search volume of these keywords in the USA per Google AdWords Keyword Planner tool is around 104 Million. Google’s broad match campaign forecast shows these keywords can get your impressions up to 64 million and 1.8 million clicks, with 2.9% CTR and a $1.69 average CPC.

The keyword selection should have a huge market share, as shown in this demonstration. Our campaign’s goal is to get an impression in top positions, in as many keywords to capture most of the market share.

Now, let us analyze the marketing mixes for these keywords. Using Search intelligence, we collected the Google Shopping SERP data for all these keywords for the month of December. We then considered only the top 5 ranked Google Shopping PLA Ads for this analysis, as our goal is to get visibility into these crucial spots. We collected around 184,145 Ads in these 5 spots, from 4 US regions. There were around 2,325 sellers discovered in the top 5 spots from 39,437 Google Shopping auctions.

Below is the competitive marketing mix analysis for this campaign. The goal of every advertiser is to be the leader in all 4 mixes, which ensures you are getting consistent performance from your shopping ad campaigns.

1. Placement:

Ad Coverage:

The chart below is showing the top 5 advertisers, which are leading the placement mix. The highest ad coverage by a seller in the top 5 positions is 25%, which is achieved by Kay Jewelers followed by SHEIN, with 24% ad coverage.

top 5 stores by ad coverage

Now, let us further break down the top 5 ranks into each ad rank spot and see the top performers with the chart below. As shown in the chart Kay Jewelers, again leading with 27% of its ads in Rank 1, followed by SHEIN again with 22% of ads in rank 1. L.L Bean had 3rd highest coverage in ads ranked 1.

top 5 stores by ad rank

Keywords Coverage:

Macy’s has the highest keyword coverage in the top 5 positions with 28%, but it only secured the 4th position in ads coverage, meaning Macy’s ads have been volatile and are getting outranked from top 5 ranks more often than advertisers like SHEIN, who have 20% keyword coverage and acquired the highest 24% ad coverage. Therefore, while Macy’s is leading in keyword coverage, they must monitor ads visibility across the 4 Regions and ensure they are getting impressions in all the regions, devices, and hours consistently. On other hand, SHEIN needs to focus on keyword coverage to surpass the leader in this column.

top 5 stores by keywords coverages

Overall, the placement analysis tells us that these keyword campaigns are extremely competitive. Advertisers need to adjust their bids to improve coverages, or more importantly look to improve on other mixes to optimize coverage, without having to drastically increase the bids.

2. Product:

We detected around 38,109 product titles during this search data collection period. SHEIN leads this mix with 25% of product titles in the top 5 positions. Adidas & Nike managed to be in 3rd and 5th position in this mix, despite that they were not in the top 5 in any of the areas of placement section.

top 5 stores by product title

The chart below shows the product price ranges carried by the top advertisers. As shown in the chart, Old Navy and SHEIN are advertising lower price range products. Adidas, Nike, and Macy’s have more product options at higher prices. Comparing this chart with placement shows lower price range product getting higher coverages, but Macy’s, with most products in a higher price range, managed to secure its position in the top 5 in placement as well.

product price range carried by top sellers

3. Price:

The above two mixes show product price seems to have an impact on the ad and product coverage, but with some exceptions like Macy’s. So, with this section, we will get more information on the impact of prices in each auction by price quartile analysis, which shows the price quartiles which are getting a better impression.

The price quartile summary chart below shows the ad coverage by price quartiles, which seems to be evenly distributed with 34% coverage, each by quartile 1 & 3, and 32% coverage by quartile 2.

ads per price quartile

Now, let us look at the price quartile distribution of the top 5 advertisers in the chart below. SHEIN and Old Navy have managed their highest ad placement in price Quartile 1, which probably has influenced their highest ads, product, and keywords coverage. Similarly, LL Bean has the lowest ad placement with price quartile 1, therefore, they seem to have a lower percentage of ad and product coverage, despite them having the most products in the lower price range, as shown in the product mix. The analysis also shows that most of the products from L.L Bean do not fall into price quartile 1, compared to top competitors.

Drilling down to keyword level, Ad Analytics shows which keywords, where your ads fall into, which quartile alongside quartile prices for the keyword across all 4 regions, devices, and time hour.

price qualities top 5 seller by ads coverage

4. Promotion:

The ad’s content such as product titles, ads extension, and annotations constitute the score of the promotion mix. Apart from price, this is a very important element that helps improve overall ads, rank, keyword, and product coverages, without having to drastically increase the average cost.

The special promotion, inventory ads, shipping annotations, keyword availability in the title, title length and word count, use of rating & review, ad annotations (like a price drop, sale, etc.) improve the keyword quality score, which improves Ad Rank with a lower cost per click.

The charts below show the use of these promotional features by the top 5 advertisers by ad coverage. The chart shows that there is an opportunity for all advertisers to use these features to further improve their ads, keywords coverage, and product coverage.

Use of Ads Extension:

For someone like SHEIN to actually beat its fellow top competitors, they should focus on special offer ads, ratings & reviews, as 100% of their ads have not used these extensions. Also, there is room for improvement in inventory ads; as it has 54% inventory ads compared to its competitors like Macy’s, L.L Bean, and Kay Jewelers who have 81%, 72%, and 91% respectively.

Top 5 sellers- 4P Marketing Mix

Optimized Product Title:

The optimum product title length suggested by Google is between 70-150, where SHEIN is leading with 73%, followed by Old Navy, with 69%. Similarly, descriptive product titles consisting of variant info like size, color, and high intent attributes such as brand and material, alongside key adjectives for the product, play an important part in the ad’s performance, which is reflected by using the most word count in the title. SHEIN and Old Navy again are the top two leaders in these metrics.

Product Titles - Top 5 Sellers by 4P Marketing Mix

Annotation & Labels:

The use of annotations and labels like shipping annotations, price drop, and sale help your ads stand out in the auctions. The chart below shows the usage of these features by the top 5 advertisers.

4P Marketing Mix Annotations

To summarize, the 4P marketing mix analysis shows who the current leaders are and by how high of a score. The report helps you compare your score with the leaders and points out areas you need to focus on, to improve on these metrics. You can even check the score down to the keyword level, which helps you better analyze, plan, and optimize keywords for the ad campaigns.

The goal of each advertiser is to top the list in all 4 segments, so it is important to monitor your marketing mix score and keep optimizing your product feeds and ad campaigns.

 

GrowByData Search Intelligence is seamlessly integrated with smart product data feed solutions to swift product data feed optimization, as per changing market dynamics. The smart custom labeling and product type management lets you consistently optimize and switch your products, across your ad campaigns. The comprehensive product title analytics powered by data enrichment services ensures your product feeds are 100% optimized to lead a competitive marketing mix score.

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GrowByData Content Team

Team of Data Analyst, Business Analyst, and Project Managers with years of experience in data analysis and online retail industry

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