Within Search Ads 360, what tool can show what happens after transactions occur on a site in order to find cross-sell opportunities and determine the types of additional products that might be included in an upcoming campaign?
- Data-driven attribution
- Custom floodlight variables
- Budget bid strategies
- Conversion cart data
Explanation:
Detailed Answer: Conversion with Cart Data in Search Ads 360 leverages your Merchant Center feed to provide comprehensive information about products at the point of purchase, including details like color and material. This tool is essential for identifying cross-sell opportunities. For instance, if certain products are popular, you can tailor your ad copy to suggest compatible products as cross-sells. Alternatively, if your goal is to boost sales of specific items, you can identify well-selling compatible products and use them to suggest cross-sells in your advertising. Utilizing conversion cart data enables a strategic approach to advertising, aligning your campaigns with customer purchase behaviors and enhancing the potential for cross-selling in your upcoming campaigns.
Chapter 15: Gain Insights with Floodlight Variables
In Search Ads 360, to analyze what happens after transactions occur on a site and find cross-sell opportunities, you can use the “Floodlight” tool. Floodlight is a conversion tracking and attribution tool provided by Google Marketing Platform, and it allows you to track and measure actions users take after clicking on your ads.
Here’s how you can leverage Floodlight for analyzing post-transaction activities and identifying cross-sell opportunities:
- Set Up Floodlight in Google Marketing Platform:
- Ensure that you have set up Floodlight activities in Google Marketing Platform. Floodlight tags should be implemented on your website to track conversions and user interactions.
- Define Post-Transaction Conversions:
- Within Floodlight, define specific conversion actions that represent post-transaction activities. For example, you might create a conversion action for users who view a thank-you page after making a purchase.
- Access Floodlight Reporting in Search Ads 360:
- In Search Ads 360, navigate to the “Floodlight” tab to access Floodlight reporting.
- Analyze Post-Transaction Data:
- Use Floodlight reports to analyze post-transaction data, including the number of conversions, revenue, and other relevant metrics. This information can provide insights into user behavior after completing a transaction.
- Identify Cross-Sell Opportunities:
- Review the post-transaction data to identify patterns and cross-sell opportunities. Look for products or services that are frequently purchased together or actions that indicate interest in additional offerings.
- Inform Campaign Strategy:
- Use the insights gained from Floodlight reporting to inform your upcoming campaigns. Determine the types of additional products or services that might be included in your campaigns to maximize cross-selling opportunities.
By leveraging Floodlight in Search Ads 360, you can gain a deeper understanding of user interactions post-transaction and make data-driven decisions to optimize your advertising strategy. Keep in mind that Floodlight configurations and features may evolve, so it’s advisable to refer to the latest documentation or contact Google Support for the most up-to-date information on using Floodlight in conjunction with Search Ads 360.