Hey Tripp Lite team, I noticed that your share of voice is low in the Surge Protector category, so thought I’d reach out to you.
- Optimizing for RoAS/ACoS doesn’t give incremental returns
- Gaming RoAS/ACoS is easy
- Brands are moving to tech-enabled advertising
- Your ad spend doesn’t optimize for inventory levels or profitability
Why should I care about optimizing for Share of Voice, I already have +ve returns on my Ad spend!
Share of voice on eCommerce is the % of time your products appear on Page 1 for KEYWORDS YOU CARE ABOUT
- > 50% of eCommerce traffic goes directly to search results
- >90% of purchases are made on Page 1
- >67% of purchases are from the Top 3 Results
- CONTEXT-AWARE Advertising
Your Advertising should take into account your Sales, Profitability, Inventory Levels and Competitor data. Your ads should dynamically turn off if your inventory levels drop below a certain threshold, or if your profitability drops. If your agency utilizes your ad-dollars based on your inventory or profit levels?
- REAL-TIME Bidding
Incorporate consumer demand, competitor spending patterns, seasonality, time of day, shopper habits to adjust your bids in real-time. When was the last time your bids were changed by your agency?
- MACHINE LEARNING enabled, PEOPLE powered
If you’re selling 400 ASIN’s with 30 Variables, you will need to make almost 2 Decisions/minute to optimize your advertising. Only Machine learning and artificial intelligence had the power to scale up and surface key insights that optimize your ad-spend. Are you losing to competitors because you aren’t leveraging ML/AI in your ads?
Leading consumer brands are leveraging Machine Learning enabled people powered approach to constantly optimize for Share of Voice which have delivered them incremental returns
YES PLEASE, I want to learn more
YES, but my agency contract is still on, and I don’t know how I’m doing!!!
Receive a FREE Assessment to
- Spot opportunities to improve your search ranking by up to 50%
- Identify wasteful ad spend and improve media effectiveness by 20%
- Size the incremental revenue opportunity and see what competitors are doing
If you found this useful, share it with your colleagues. If you simply want to chat with me – book some time. Have a wonderful rest of your day and thanks for reading this.