Get more out of your SEA campaigns: here’s how Channable Insights works
Within marketing, data is crucial. However, data alone is not enough: only when you get the right insights from it and apply them, advertising becomes valuable. Channable Insights offers just that and helps you with performance-driven optimization of your SEA ad campaigns. In this article you will discover what Channable Insights is, what benefits it offers and how you can use it effectively.
What is Channable Insights?
Channable Insights is a feature within Channable, a tool that lets you manage product feeds and automate campaigns for various advertising channels such as Google Ads, Microsoft Ads and Meta Ads. Channable helps structure feed data, optimize it and automatically forward it to these channels.
Channable Insights allows you to link performance data to your product feed. Think of statistics such as clicks and ROAS (return on ad spend) per product. By combining this data with your feed, you can immediately see which products are performing well and which are not.
The benefits of Channable Insights
Data-driven optimization
The first benefit of Channable Insights, is that you no longer have to guess which products to push. Channable Insights shows you where your highest returns are, so you can adjust campaigns based on product performance.
Better segmentation
In addition, Channable Insights allows you to group products based on their performance. This can include looking at the number of clicks combined with a product’s ROAS, for example. Other metrics you can select are the number of conversions, impressions or ad costs in combination with POAS, revenue or number of conversions.
Within Channable, you can set your own thresholds for these metrics, after which Insights will automatically group the products. Products with a very good performance, will belong to the ‘stars’. Products that perform reasonably well belong to the ‘potentials’. If products perform poorly or have low data, they will be respectively added to the “underperformers” or “invisibles. Segments are also updated daily based on new product information. You can then use these segments in your campaign structure. This is very interesting if you are deploying Performance Max campaigns.
More control over your budget
Finally, you avoid waste by no longer spending budget on products that yield little. Channable Insights makes it possible to direct more advertising budget to products that perform well.
Conversely, you can reduce the budget for products that perform poorly or are relatively expensive. The result: you achieve the same revenue at lower costs, significantly improving your ROAS.
How do you install Channable Insights?
Setting up Channable Insights consists of a number of steps.
1. Link your advertising channels
Start by linking the Google Ads account to Channable. Once the link is established, the necessary data will be loaded automatically. Make sure all campaigns and product data are synced correctly so you’re working with up-to-date insights.
2. Setting rules
After this, you set the desired thresholds for the different metrics you want to track. Based on these settings, you can then apply the Insights data directly in your feed rules. For example, it is possible to create a rule in which products are automatically labeled with the segmentation label they received in the Insights module (e.g. stars). You can then use these labels in Google Ads to set up campaigns.
In addition, you could also set a rule to exclude products directly based on their performance so that you use budget more efficiently and only invest in products that actually contribute to your bottom line.
Here’s how to use Channable Insights in Google Ads
So with Channable Insights, you can segment your assortment into four main groups: stars, potentials, underperformers and invisibles. It requires a targeted approach to apply this segmentation within Google Ads campaigns.
First, it is best to put the underperformers in a separate campaign. This is because these products waste budget without delivering sufficient results. Putting a low budget on this campaign leaves room to collect data, but prevents these products from negatively impacting campaign performance as before.
Once enough data has been collected and the results are stable, the next step can be taken: taking apart the invisibles. These are products with little to no engagement. By placing them in a separate campaign, you can specifically test whether they still have potential. Based on the results, some products can progress further to potentials or even stars.
After setting apart the underperformers and invisibles, one campaign is left with the potentials and stars. These are the profitable products that deserve most of the budget. A final step is to isolate the potentials in a separate campaign once they have collected enough data. This allows you to optimize and scale up in a more targeted way so that the stars products can reach their full potential.
When is Channable Insights interesting?
Channable Insights is especially interesting for web shops that have a large assortment and run campaigns that involve a lot of data. Channable Insights can provide valuable insights in such cases, as it can analyze large amounts of information and spot trends that are otherwise difficult to see. As a result, better campaign decisions can be made.
However, the added value of Channable Insights is less for web shops that work with a small assortment or have limited data. In such situations, the insights generated by the platform are limited, and its use is less efficient.
Conclusion
Channable Insights enables you to take your marketing to the next level by cleverly combining data and feed management. It shows you which products convert best and where there are optimization opportunities. With these insights, you can make more informed decisions, use your budget more efficiently and get the maximum return from your campaigns.
Want to get started with data-driven marketing? Contact us and we’ll be happy to help.
