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If you own a Smartphone, it may come as no surprise that 79% of consumers use Smartphones to help with shopping (source: Google).  Whether or not you have actually made a purchase using your Smartphone, chances are at one point or another you have either browsed through product catalogs, comparison shopped or even searched for brick-and-mortar locations.   With the growing popularity of tablets however, a new phase of online shopping has been brought to the forefront.  According to a study done through Google, 41% of people say that their sole purpose for buying a tablet is for shopping.  With the ability to accommodate full browsers, a consumer’s shopping experience is arguably enhanced over mobile browsing and still offers the same convenience.

With Google now offering the capability to target tablets exclusively through AdWords and not just grouping them into mobile targeting like in the past (see image below), it is important to understand the impact of targeting tablets in their own campaign vs. grouping them in with desktop and/or mobile.

Setting Tablet Targeting in Google AdWords

In looking at Google Analytics for one of our retail clients, we found 81% of the cost generated from our mobile campaigns (which targeted both mobile and tablet devices) was driven by traffic from mobile devices.  Based on this data, we had concern that mobile device traffic was monopolizing the daily campaign budgets and tablets were not getting a fair share of the traffic.   So, we removed tablet targeting from the mobile campaigns and broke out tablet-only.

Let’s take a look at the impact this had on the campaigns.

Prior to Tablet-Targeted Campaigns:

  • Tablets were targeted in mobile-only campaigns (targeting included high-end mobile devices and tablets)
  • Conversion rate of mobile-only campaigns: 0.13%

After Tablet-Targeted Campaigns:

  • Tablets were targeted in tablet-only campaigns and mobile devices were targeted in mobile-only campaigns
  • Conversion rate of mobile-only campaigns: 0.38%
    • 192% increase in conversion rate
    • Conversion rate of tablet-only campaigns: 0.82%
    • Mobile transactions increased 66% and tablet conversions increased 350%

By breaking out tablets into their own campaigns, we were able to allocate more traffic and spend to tablet devices which in turn produced incremental transactions.  Recognizing the importance of the growing usage of tablets and capitalizing on the opportunity to target highly-qualified, ready-to-buy consumers, will directly impact your bottom line.

When a well-known, furniture retailer and manufacturer contracted Lever Interactive to manage their paid search campaign, they had several goals they wanted to achieve.  Besides the most common goal we hear from all of our clients (please make our campaigns more efficient!), they wanted to make sure they were spending money in the right locations.  Their unique challenge is that they are in 26 different DMAs across the United States with over 100 corporate store locations, and their goal is driving foot traffic to a store; not an online purchase or lead.

Previous to contracting Lever, this furniture retailer was working with another agency that targeted all 26 DMAs within each Google AdWords campaign.  While it is great that they were targeting each of the markets, there were several problems we isolated right out of the gate.

1)      With all DMAs combined, the retailer had limited insight into which markets where driving conversions or cost. 

2)      They were unable to control budget by DMA; one of the client’s ultimate goals. 

DMAs are different shapes and sizes depending on the area.  We discovered the previous agency was targeting DMAs without consideration of store locations. In one market, for example, they were targeting a huge metropolis but their store location was actually on the very outskirts of the DMA.  The DMA spanned over 100 miles from one end to the other…which is a long way to drive to see furniture!

 AdWords GeoTargeting Map

So, after digging into their historical data and identifying their “pain points” and objectives, we started outlining our process for restructuring the account with the following goals in mind:

1)      The retailer needed comprehensive, DMA level performance data so they could make better informed decisions on where to allocate their media spend based on in-store and web traffic.

2)      They needed to know that the users they were targeting geographically were qualified, and most likely to translate into store traffic. (Conversions were tracked based on visits to the store locator page).

In the end, Lever decided to restructure the account based on DMA, with a new account for each DMA, all housed under one MCC. This extensive campaign restructuring, that focused on store specific campaigns and included geo-targeting adjustments, help achieve our client’s goals.  In just a few months, we were able to:

  • Decrease CPAs between 15-30% month over month since the account restructure.
  • Allocate budget amongst all 26 DMAs with budget goals that are dependent on in-store traffic.  For example, if one market has been having slow foot traffic, then DMA budget is readjusted so that market can drive more web traffic in an effort to increase in-store traffic.
  • Reduce spend 44% month over month in their most troubled DMA that was producing unqualified traffic.  This also reduced the DMA’s CPA by 54%.

About 1pm CST I was looking to shop the World’s Largest Store…and found Amazon.com down. Still down at 1:13pm.

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If you are using the Adwords conversion counter and pulling end-of-the- month reports, make sure you run reports 30 days after the last day of the month. Otherwise, you may be missing sales and revenue.

Adwords conversion counter is a 30-day cookie and attributes a sale to the date of the click, not the date of the sale. For example, if someone clicks on an ad on May 31, but then comes back directly or through a bookmark on June 11 and purchases, Adwords attributes this conversion (and sales value) to May 31, and not June 11. So, if you run a monthly report for May on June 10, the example conversion (and sales value) is not included. Furthermore, even though the conversion happened in June, when you run your June report, the transaction won’t be there either. However, if you ran a MAY report on June 12, the conversion data would be there, since that report was run after the conversion occurred.

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