Ecommerce Forum Feb 24 – Product & Profitability Reporting to improve ecommerce sales & Performance Max ads

Ann Stanley, Founder & CEO of Anicca Digital, was invited by the team at the Ecommerce Forum to present a webinar on February 6th, 2024, talking about “Product & Profitability Reports to enhance the performance of your shopping and Performance Max ads”.

Ann explained how ecommerce marketers can build their own Looker Studio Dashboard to report on a daily basis:

  • stock levels and profit margin of each SKU
  • calculate stock values based on RRP or margin
  • minimum ROAS bidding for each SKU, required to break-even or make a set level of profit (profit-based bidding)
  • your price vs competitor benchmark prices impact sales vs price benchmarks.

Ann then provided examples of how we have used this to:

  • use of labels, campaign and asset group structures in shopping to
    • minimise Ghosts and Zombies products caused by automated bidding
    • create pseudo-profit based bidding (POAS) in Performance Max and other ad campaigns
  • provide live feedback on competitor pricing strategy and the impact on sales
  • respond to weather trends and help clear seasonal stock

Summary of the project

  • It is essential for ecommerce businesses to extract stock and cost data, so in order to calculate profit margins and stock-value (on a daily basis)
  • Once you have this data in your website, you can export it via your Merchant feed to:
    • Create a series of dynamic Looker Studio reports to help you understand, which SKU’s have the most value (in revenue and profit)
    • Create custom labels and campaign structures in shopping ads, to focus on priority products, eliminate “Ghosts” and have buckets of products with similar margins
    • Calculate the target ROAS for Smart bidding, to ensure you make the required profit (POAS)
  • Server-side tracking is the recommended way to provide conversion data to ads platforms via their conversion APIs (CAPIs) and for use with automated profit-based bidding
  • However, if you are unable to implement this yourself, then there are software solutions and workarounds to allow you to implement a pseudo or manual profit-based bidding, by changing the ROAS targets for each campaigns (split by profit margin)
  • Using software like Producthero, allows you to benchmark prices from resellers and competitors. You can also benefit from the 20% discounted CPC’s available with CSS. This data can be used to determine the price sensitivity in the market and shows the impact of any price changes.
  • Mapping the relationship between weather, search demand and sales is a great way of understanding what triggers sales, so you can put in place procedures, so your team responds quickly to changing demand, e.g. by increasing budgets.


Get in touch.
Let’s talk.

0116 254 7224