On the first launch, we ask CLM users to provide three values to finish the setup. These values allow the tool to understand the overall performance of a given store and produce results most relevant to the business objectives.
- Break-even ROAS: represents the ROAS value, calculated as Revenue / Cost, which the user expects to get out of the Google Ads campaign on which Label Manager will be used.
We suggest multiplying the value by 0.75 to allow CLM more flexibility. For example, if the expected ROAS is 400%, after the multiplication, 300% should be put into the setting.
If Label Manager is to be tested on multiple campaigns, we suggest calculating the average ROAS expected from those multiple campaigns. - Lookback Window: This represents the number of days that a Google Ads campaign needs to generate 100 sales conversions. We suggest setting this value at around 30 to 60 days.
- Custom Label: CLM needs to use one of the 5 available custom_label attributes to connect to Google Merchant Center, so the user points out which one can be used to make the connection.
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