(3) Search | LinkedIn
By Destaney Wishon · July 29, 2025 · Curated by George's Blog
“My TACoS is too high”
“Over 60% of my sales are reliant on ads”
“Why is my listing so far down on the page”
“I haven’t been able to improve my position on the digital shelf”
I hear some version of the above on every single webinar I present on.
And there is not always a one size fits all solution.
But there is one great place to start when trying to get to the root of the problem!
Brand Metrics!
🔶 Identify if you have a conversion rate problem or a traffic problem
🔶 Analyze how your CVR and traffic are trending month over month
🔶 Dive into your branded search performance relative to the category
🔶 Look into your ATC and Total shoppers to understand opportunity
The key to improving your TACoS, share of shelf, and organic rank?
Solving the two problems below 👇
Conversion rate lower than the category? Improve your offer.
Less PDP views than the category? Send more traffic.
Brand Metrics Navigation 📍
1. Advertising Console
2. Insights and Planning
3. Brand Metrics
4. View detailed metrics for your brand in this category
🔑 Understand how you are converting relative to the category in order to build more realistic expectations around KPI’s and long-term opportunities.
🔑 Improve your conversion rate so that you can afford the more expensive placements on the page.
🔑 Find the right balance for your high sales driving keywords and the appropriate bid needed to achieve your objectives.
🔑 Think more long-term. If you can’t afford the high sales driving placements now, go more long-tail. Consider how organic rank plays into your advertising strategy. Also, consider driving awareness BEFORE the search is made.