Summary of the Episode:
In this data-driven episode of Human in the Loop, host Cameron Yoder and Teikametrics expert Laura Pattison dissect Q3 performance data for Amazon and Walmart. With a focus on key metrics like CPC, conversion rates, and advertising efficiency, they discuss how brands can navigate rising costs and evolving shopper behaviors. As Q4 and the holiday shopping season loom, the insights shared offer valuable takeaways to help brands plan smarter ad strategies and make data-driven decisions for the critical months ahead.
00:00 - 00:10 | Introduction
00:10 - 01:12 | Overview of Q3 Data
01:12 - 02:09 | Cost Per Click (CPC) Trends
02:09 - 04:10 | Conversion Rates: Walmart’s Lead
04:10 - 06:36 | Average Order Value (AOV) and Economic Impact
06:36 - 09:10 | Advertising Efficiency (ROAS)
09:10 - 14:02 | Implications for Q4 Advertising Strategies
14:02 - 16:00 | Final Takeaways and a Look Toward 2025
Essential Information to Know:
1. CPC Differences: Amazon maintains a higher CPC than Walmart, reflecting greater competition, while Walmart’s CPC remains more budget-friendly.
2. Conversion Rate Trends: Walmart is seeing better conversion rates, possibly due to growing consumer comfort with buying online rather than in-store.
3. Advertising Efficiency (ROAS): Both platforms faced a decline in ROAS, making ad budget allocation and bidding strategy more critical.
4. Strategic Takeaways for Q4: Focus on tiered product strategy, prioritize budget on high-value products, and use new ad tools to maintain a competitive edge.
5. Q4 as a Testing Ground: Brands should use Q4 performance insights to set up a solid data-driven approach heading into 2025.
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