eCommerce Competitive Analytics

Loss of Availability

Out-of-Stock? Loss of Availability or Lost Opportunity?

Search engines like Google, Microsoft Bing, DuckDuckGo, Opera, etc., supplement the sale of products on e-commerce platforms. The leading inspiration for online shopping for 39% of global users is ‘search engines.’ Therefore, brands understand and put in heavy budgets in search engine advertising for sales of their products. As the e-commerce revenue has become dependent on the discoverability of the product listings on search engines, so does the need to optimize the product pages. Unfortunately, some of the out-of-stock product pages could also rank high on different forms of ads. The problem is often witnessed until the search engine revokes soft 404s, which are landing pages with out-of-stock products. The Out-of-Stock (OOS) product listings not only drain the advertising dollars of the brands but also derail the objective of ad placement in the first place. The consumer discovers the product listings, clicks to visit the landing page, and feels disappointed due to product unavailability. Such actions could increase the bounce rate of the e-commerce website and impact its SERP. Besides broken expectations, customers drift towards other brands ending up buying your competitor’s product, including add-ons. The lost sales, peaking bounce rate, and diversion to rivals are just a part of the problem. Although the problem might not be that huge for brand loyal audience, if the customer is in real need of that product, alternatives are always on the cards. This leads to customer’s loss of interest in the brand. Ensuring Availability and Happy Customers The good part about your listings is that your product pages match the SEO criteria of search engines. It is the same reason they are becoming more discoverable when customers search for brand, competitive, and generic keywords. It’s important to notice that Google, the maximum traffic provider to e-commerce platforms, has changed its guidelines for shopping ads. As per the new compliance metrics, the search results will be based on product data and not keywords. Therefore, it is more than necessary to optimize the product landing pages and also to ensure that the details on the ads should match the details on the product pages. Now that your products are listed higher on searches and ads, you also have the option of offering recommendations for similar products on the e-commerce platform. The next best step is to focus on managing the stock availability of your top-performing listings. For this, you would need to deep-dive into your products ‘stockouts vs. stock availability’ percentage across e-commerce platforms, especially during the holiday/festival season. Our solution, mScanIt, offers dashboards for your Product Page Benchmarking and Stock Availability. It measures these two aspects of your brand vis-a-vis the top competitors. Moreover, the data is collected on several parameters like availability at the category level, platform, pin code level, and a lot more. Using the Perfect Page Benchmarking dashboard, marketers can identify the best-performing product listings based on the product page title, description, bullet points, etc. Furthermore, you can manage stock availability using the platform, category, SKU, and many other filters. The exportable reports make sharing the ‘stockouts vs. stock availability’ percentage reports easier by using multiple filters with the e-commerce managers and managing stock availability. Conclusion When Out-of-Stock product listings appear on search engine ads, it causes larger implications for brands than just sales/revenue loss or waste of advertising dollars. The brand discoverability or awareness remains intact, but the customer interest in the product/brand might diminish significantly. Unavailability of stock often diverts the consumer’s interest in competitor’s products and toward new interests or products. Therefore, managing stockouts at pin code, category, platform, and other levels becomes crucial for brands. It enables them to capitalize on the lost opportunity of their competitors and hence, supplements the sale/revenue of the brand. Our eCommerce Competitive Analytics helps keep track of stock availability and stockouts across multiple degrees. Want to learn more about what mScanIt can offer to your brand? Get in touch to learn more about the Out of Stock.

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Why Should Brands Measure the SOS of Their Sponsored Listings?

Share-of-Shelf of your sponsored listings on eCommerce platforms like Amazon, Bigbasket, Flipkart, etc., measures the percentage of your brand’s discoverability vis-a-vis the competition on paid keywords. Paid search is a massive opportunity for brands, as it allows them to rank ‘at the top’ for the specific keyword searches on eCommerce platforms. However, brands could get outbid on keywords by their competition, which impacts their rankings. Therefore, monitoring and measuring the SOS of the sponsored keywords has become vital for brands. Another aspect of measuring the SOS of the sponsored listing is knowing the brands with the highest discoverability. Through this, a brand can detect the focused or targeted keywords of its competitors. Moreover, the brand can also detect whether or it is discoverable on the most popular keywords? If it isn’t, then, the brand needs to check the Product Display Pages (PDPs) and optimize them with the most popular keywords to become discoverable on the eCommerce search engine. According to a report, the worldwide retail eCommerce sales from Amazon accounted for $468.78 billion between 2017 and 2021. In India, 47% of the digital advertising expense on the eCommerce industry was through paid searches. It means a significant proportion of paid search campaigns were running on multiple eCommerce platforms. Brands that ran campaigns on Amazon acquired a piece of the sale and increased their revenue. Therefore, becoming discoverable on eCommerce platforms certainly aids sales/conversions. Besides revenue, brands run paid search campaigns on eCommerce platforms to acquire higher traffic, increase the ranking, enhance visibility and brand awareness, etc. So, whenever their competitors have a higher proportion of the digital shelf, especially on brand-specific keywords, it is a problem that needs an immediate solution. How to Effectively Measure the SOS of Sponsored Listings on eCommerce Platforms? Top Product Results by Keywords Searches The positioning of a sponsored product listing on an e-commerce platform, based on keywords tells many stories to a brand. It could inform the brand that is bidding the highest on a specific keyword and the type of keywords (generic, competitor, and brand) that have the highest share of digital shelf for your brand vis-a-vis the competitors. Brands can use the information to detect the top performing paid searches of their competitors on each eCommerce platform in their respective categories. By evaluating the results of the sponsored digital shelf results brands can build strategies to get an edge over the competition. How? It can build campaigns around the most relevant keywords and attract a higher audience base. Moreover, it can use the keywords in the title of its multiple variants to increase consumer interest in the product and intent to purchase the product. Brands with the higher number of sponsored listings acquire a higher share of shelf for keywords. Moreover, the share of shelf for the sponsored listings is often calculated for the top ten search results and the top three pages. Therefore, building strategies around sponsored listings based on the SOS can boost the positioning of the listing and the visibility of the brand. My suggestion to the brand’s is to “use a keyword-mix which includes competition brand keywords, along with their own brand keywords, which is hardly practiced by most brands and would help you to acquire a larger Share-of-Shelf.” Share of Sponsored Listings on a Sub-Category Level Imagine you are a pickle manufacturer and are running campaigns on ‘mango pickle’ keyword of an e-commerce marketplace. Consumers use the same keyword from their respective geo-locations to buy the product, however, your sponsored product listing is at the bottom of page. Do you think they would make an effort to scroll down and add your product to cart, especially if you are a new brand? Most probably ‘No.’ Enhancing the page position of your brand’s products and thereby enhancing visibility of your sponsored listings is necessary to influence the buyer behavior towards your brand. It is possible by: Evaluating the overall SOS of sponsored listings at a sub-category level, Detecting & retargeting the top and most relevant keywords of your competitors under specific sub-categories, and Finding the top sub-categories that would increase the SOS of sponsored listings. By taking these measures, your brand can substantially increase its SOS of sponsored listings on multiple sub-categories. Besides higher revenue, your brand could enhance its consumer base and find new target audience in its niche. Recently, we shared a case study in which a brand used the strategy of monitoring competitor keywords. By doing so, it found that the SOS of its sponsored listings for competitor keywords was 5%; however, after gaining information on the competitor’s top performing keywords, it started bidding on some of them. Within a short span of time, SOS of its paid searches jumped to 14%. (Read more) SOS Overview of Sponsored Listings Monitoring the SOS overview of sponsored listings would give a clear analysis of the best performing brands based on paid searches. Moreover, you can evaluate the presence of your brand vis-a-vis the competition on an eCommerce marketplace through keyword bidding. As a result, you can find the best performing platforms for your brand. Additionally, your brand measured the share of shelf for sponsored listing using specific keywords. Therefore, you can find the best performing keywords of your competitors across multiple eCommerce platforms. By doing so, you can revamp the keyword bidding strategy to enhance your overall share of shelf for sponsored listings. You can even share the information across the organization using exportable reports through eCommerce Competitive Analytics, a.k.a., mScanIt’s dashboard. The actionable insights would enable your e-commerce managers to evaluate the platform-wise strategies and take measures for boosting the SOS of paid search results. Conclusion Share-of-Shelf of sponsored listings can bring insights related to products, brands, and competitors. Measuring the success of paid searches on eCommerce platforms through eCommerce Competitive Analytics is possible by deep-diving at a sub-category, search rank, overall, and other levels of SOS. The insights and intelligence derived through eCommerce Competitive Analytics, a.k.a. mScanIt, enables your brands to change your ongoing/upcoming advertising and marketing campaigns across multiple eCommerce platforms. For the

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