Intro
This is an unusual segment that enables you to monitor how many products are actually being advertised in campaigns. According to our studies, only a few percent of products get promoted by Meta, Google, TikTok and other automatic algorithms. So we've devised a strategy to get the maximum effect from your product inventory, to enable you to drive your decisions based on data from both real-time market behavior and your internal business factors.
We analyzed the data and found that algorithms focus about 50% of all impressions on as little as 1% of the products. Most importantly, these products are not selected based on their return on ad spend or revenue distribution.
Setup
Promoted Products are products that spend your budget in a certain time period. In Product Insights, you can filter by spend (Meta) or cost (Google) from your campaigns.
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Best Practice Tips
Identify Promoted Products for each channel (Meta and Google) separately. Check out the segments described in our Product Strategies articles and apply them to increase the number of your Promoted Products.
This segment can prove helpful when evaluating changes in Promoted Products between time periods, especially strategies that helped with the Promoted Products uplift.
It also gives a good baseline for the state of advertising overall that can help you track their top-level KPIs on a given market.
Evaluation
Marketing can't be disconnected from the rest of the business. Promoting products that drive business priorities is key to cross-department collaboration.
Products your retail company sells should be taken to the customer; otherwise, you are wasting your budgets on storage, logistics, and other business management costs. Some products get sold by themselves, but what about the rest? And what about products being promoted but unavailable or discounted below the margin threshold when spending money in ads?