Next level applications with a huge impact on the growth of your webshop
Channable’s tools allow you to create high-quality, well-formatted and error-free product and text ads. Using the Channable SEA tool, you can create thousands of dynamic text ads for Google Ads and Bing Ads based on your product data .
Another great part of Channable is a PPC tool that allows you to easily create channel-based dynamic Google Ads and Bing Ads to create personalized ads for your entire product funnel. Channable offers a cloud-based data flow management tool that greatly simplifies online advertising for online stores.
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1. POAS – Profit On Ad Spend
Most today are well acquainted with the term ROAS, also known as the Return On Ad Spend. When setting up your Google Shopping campaigns, for example, Google calculates a ROAS to determine whether your campaigns have a high or low performance score. In most cases, such a ROAS is calculated on the conversion value that Google Ads receives from your webshop and therefore refers to the turnover value of your products. Not a completely wrong strategy in itself, but turnover says nothing about the margin on certain products.
Turnover does not take into account purchase price and shipping costs. That is why at Smooth we calculate the margin per product based on your purchase price and shipping costs . This way we can categorize products with higher and lower margins and use the Profit On Ad Spend to better calculate the real performance of your Google campaigns.
At Smooth we also use the rotation of products to make better use of your advertising budget. We can shift products that sell better organically from category to increase advertising. In this way we attract new customers who were not yet familiar with the website and we use Google to search for products that are seasonally sensitive. Depending on the campaign, we also exclude certain products, so that marketing campaigns do not give us a distorted picture in function of the rotation of our products. At a number of our customers we combine both POAS and rotation. These are our ‘ high runners ‘ on which our client takes larger margins.
3. Webshop integrations
Fortunately, today there are numerous API connectors that are standard integrated in certain webshops to simplify the connection of your webshop and Channable. At Smooth we often work with Magento (Adobe Commerce), Shopify and Shopware and there are simple ways to connect your product feed to Channable. Depending on the data that is sent to your webshop, we can use that data to export to the various channels. The more data that goes to the webshop, the more we can use to create custom campaigns.
Categorizing products is often underestimated in Channable. Still, it’s critical that products are assigned to the correct Google Category. On your own webshop, other subdivisions are sometimes made that Google cannot recognize. By correctly assigning the Google Product Category you ensure that you are also found in the correct Google category in Merchant Center. This ensures faster organic visibility of your products in Google Shopping. This is especially important for products with a specific niche product description. Naturally, data quality is also important here.
5. Custom labels
You can enrich data in Channable via ‘custom labels’. With these custom labels you can, for example, quickly create a custom product set on Facebook based on the products from your latest folder. Some of our customers want to try to address new customer segments based on the collection. All this is easy to solve in Channable, where we can generate customized automated campaigns that no longer require manual work. We just need to define the rules of the game.
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6. Smart Shopping
In Channable you can set up automated smart shopping campaigns directly without too much effort. We often create product groups based on categories. In this setup you can also see which high-margin products work better or less well. It is also possible to create product groups based on a popular brand. To be fair, we have to say that Channable is ideal for automated advertising of your entire product feed, especially when it comes to products with a high rotation. Nevertheless, it is wise to exclude products or categories that have a slightly longer rotation time from the automated process and to adjust or reset them manually .
7. Building dynamically
Channable allows you to build dynamic ad groups, ads and keywords through rules. Based on various dynamic fields, you can use 1 template – depending on your product feed – to create a multitude of advertisements . For example, you can build templates for your advertisements based on the keyword searched by your customer, your USPs, the description of your product, the accurate price of your product, …
Setting keywords works exactly the same. Do you want to use the template to target keywords that represent the brand (e.g. Gardena), product category (e.g. garden hose) or do you prefer to combine (e.g. Gardena garden hose)? All of these keywords can be built dynamically and then selected to target the keywords broadly, precisely or through a phrase.
Many products and good data? Automate that trade!
In short, Channable is an ideal tool when you have a large assortment of products where it is impossible to manually build a feed and provide advertisements for all these products. The possibilities with Channable are enormous and can give the conversions in your webshop a significant boost. However, everything starts with a good product feed. Only with qualitative product data you can automate your marketing activities and get the most out of a tool like Channable.