The secrets Google won't tell you! | Performance Max Decoded

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@hrithiksindwani 4 ай бұрын

Hey Mike, love the content. Can you share what exactly is the method to do inventory scoring? Secondly, once you create the 3 buckets of products to place into different Campaigns, you will review data on a decided cadence and move the products as needed?

@Smarter-Ecommerce 4 ай бұрын

Hi Hrithik, thanks very much! The simple answer to your question is "math" - but what that means can vary a lot. In our case we use machine learning, but it's also possible to take other approaches. For example you can assign value & wights to different attributes that you want considered in your score. Regarding keeping the structure up-to-date, again there are different approaches possible. We've built software to make sure that products are evaluated daily, but you can take a less frequent, less automated approach. The advantage of a highly automated approach is that it can respond to more dynamic data and performance changes. You want products to be evaluated as often as possible but moved only as often as necessary,. The point is not to shuffle every product but just to make sure they're getting the treatment they deserve. Hope this helps!

@hrithiksindwani 4 ай бұрын

@@Smarter-Ecommerce got it, thanks. Would love to see an example of inventory scoring some time in a webinar. Really interesting approach. Thank you.

@weasel182 4 ай бұрын

@@Smarter-Ecommerce Just to jump on this also, is it just a case of scoring these items and then allocating more budget / ROAS to certain brands to scale? Or is there a "behind the scenes" approach in order to scale own brands. I have a client who are heavily reliant on a brand, they make less margin but it's a well-known brand. They have other brands they work with that have much higher margin for them, but nobody wants them because well, everyone wants a Wilson basketball, right? So taking that analogy, it's the same here too. If you have any recommendations on how to scale lesser-known brands, to increase margins on products for my client, or at least if you could point me in the right direction, I'd really appreciate it! Either way, fantastic presentation, love these Mike!