How to prioritize keyword bidding

Set up

1. Go to the 'Performance by Page' tab and use the drop-down at the top of the page to select the dashboard you'd like to view.

2. Select the time period and device you'd like to analyze. 

3. Select from sub-brands and sub-categories or leave all sub-brands/categories selected by default. 

Step-by-Step

1. Scroll down to the 'Performance by page group' widget to compare your add-to-cart rate with benchmark

• Do your products perform well in terms of add-to-cart compared to competitors' products?

2. Look at the contribution of the search results page compared to other pages

• Are your products purchased after a search?

3. Go to the 'Performance by keyword' tab

4. Sort results by number of add-to-cart and/or add-to-cart rate.

• Which products are performing with low search count? It would mean that your products are not very visible but performing a lot.

5. Compare the data from top-performing keywords with the competition

• If the search count is close to your competitors, your products are visible.
• Are you performing well in terms of add-to-cart and conversion?

Take action

• Evaluate whether it is worth investing in keywords.

• If you are performing worse than the competition, investigate the cause and review your bidding strategy

• If you are performing better than the competition, optimize your bids

• Invest on low-visibility keywords generating add-to-cart conversion
• Stop investing on low performing keywords
• Evaluate the impact of your investments on product visibility