matej tomasovsky - ppcee · price comparison others facebook remarketing. the innovation enablers...
TRANSCRIPT
Matej TomasovskyHead of Performance Marketing
Berlin Brands Group
The innovation enablers
The innovation enablers
Start with supplier, then overtake control.
0
5
10
15
20
25
30
2016 2017 2018 2019
The innovation enablers
The innovation enablers
The innovation enablers
• Revenue per channels
• ROI
• Revenue per category
• Profit
The innovation enablers
The innovation enablers
The innovation enablers
´
The innovation enablers
• Per each page view
• Each category
• Each product
• All e-shops (21)
The innovation enablers
The innovation enablers
2018 2019Traffic report – category level
The innovation enablers
2018 2019Traffic report – category level
The innovation enablers
Traffic
Co
nve
rsio
nR
ate
The innovation enablers
Traffic
Co
nve
rsio
nR
ate
The innovation enablers
The innovation enablers
8%
92%
Revenue
Facebook Others 050
100150200250300350
1.0
1.2
018
1.0
2.2
018
1.0
3.2
018
1.0
4.2
018
1.0
5.2
018
1.0
6.2
018
1.0
7.2
018
1.0
8.2
018
1.0
9.2
018
1.1
0.2
018
1.1
1.2
018
1.1
2.2
018
1.0
1.2
019
1.0
2.2
019
1.0
3.2
019
1.0
4.2
019
1.0
5.2
019
1.0
6.2
019
1.0
7.2
019
1.0
8.2
019
1.0
9.2
019
Revenue
The innovation enablers
0
500
1000
1500
2000
2500
3000
Month 1.maj 5.maj 10.maj 15.maj 20.maj 25.maj 30.maj 5.jun 10.jun 15.jun
Automated vs Manual rules
The innovation enablers
The innovation enablers
The innovation enablers
The innovation enablers
The innovation enablers
The innovation enablers
20%
72%
8%
Revenue
Price comparison Others Facebook
0100200300400500600700800900
1.0
1.2
018
1.0
2.2
018
1.0
3.2
018
1.0
4.2
018
1.0
5.2
018
1.0
6.2
018
1.0
7.2
018
1.0
8.2
018
1.0
9.2
018
1.1
0.2
018
1.1
1.2
018
1.1
2.2
018
1.0
1.2
019
1.0
2.2
019
1.0
3.2
019
1.0
4.2
019
1.0
5.2
019
1.0
6.2
019
1.0
7.2
019
1.0
8.2
019
1.0
9.2
019
Revenue
The innovation enablers
The innovation enablers
• Zero competition
• No need to bid much
• Unknown brand
• Can not use bidding tools
Need to do Product ADS
The innovation enablers
The innovation enablers
The innovation enablers
The innovation enablers
20%
61%
8%
11%
Revenue
Price comparison Others Facebook Remarketing
The innovation enablers
Same conditionsCPC = CPA = ROAS
• Markov 1st Order
• GA last click
The innovation enablers
0
0,2
0,4
0,6
0,8
1
1,2
1,4
1,6
1,8
2
0
10
20
30
40
50
60
70
1 week 2 week 3 week 4 week 5 week 6 week 7 week
Revenue ROI
The innovation enablers
The innovation enablers
20%
21%
8%11%
40%
Revenue
Price comparison Others Facebook
Remarketing Google Ads
0
200
400
600
800
1000
1200
1400
1.0
1.2
018
1.0
2.2
018
1.0
3.2
018
1.0
4.2
018
1.0
5.2
018
1.0
6.2
018
1.0
7.2
018
1.0
8.2
018
1.0
9.2
018
1.1
0.2
018
1.1
1.2
018
1.1
2.2
018
1.0
1.2
019
1.0
2.2
019
1.0
3.2
019
1.0
4.2
019
1.0
5.2
019
1.0
6.2
019
1.0
7.2
019
1.0
8.2
019
1.0
9.2
019
Revenue
The innovation enablers
The innovation enablers
The innovation enablers
The innovation enablers
20%
21%
8%11%
40%
Revenue
Price comparison Others
Facebook Remarketing
Google Ads
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•
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•
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The innovation enablers
The innovation enablers