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Top Tips:
Quality of your first party data is crucial
Determining how much you are willing to invest in acquiring a customer is a critical function.
By understanding CAC and LTV in conjunction, you can determine how much you can afford to spend on acquiring a new customer
CAC and LTV help you assess the long-term profitability of your customer acquisition efforts.
By monitoring LTV alongside CAC, you can identify early signs of customer churn.
Top Tips:
25% of of digital spend is wasted on ineffective digital tactics alone
Focusing only on ROAS doesn’t take into account key trading dependencies such as returns, margins
Calculating LTV-based ROAS - which takes into account both your ad spend and your customer LTV - allows you to get a full picture of your marketing efforts
ROAS is great for short-term performance analysis. But to really understand the long-term value of your marketing efforts, you need to look beyond ROAS.
Ensure you have considered other key trading dependencies such as margin, returns etc
Top tips:
2 out of 3 of online product searches start on retailer sites
Generally speaking, retail media is advertising within retailer sites and apps – usually by brands that directly sell products with retailers, though this is not always the case
Think of sponsored product ads as a way of amplifying your organic retailer listings “eye level / buy level”
Breaking campaign out by retailer distribution, product collection & SKU will help maximize SOV across top performers and improve conversion volume.
Top tips:
Remarket to the appropriate Asset Group and same message/journey (PMax)
Run scripts regularly (think Search Query report) and manage negatives
Google Ads have given back control through asset group level reporting brand segregation
PPC Live UK #8
