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Trim the Fat in your Yahoo! Store’s Ad Budget with Analytics


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September 9th, 2009 | General News, Yahoo Store Analytics, Yahoo Store Tips


Trim the Fat in your Yahoo! Store’s Ad Budget with Analytics

Posted on September 9th, 2009 by Matt Sampson - Colorado Web Solutions

I could go on and on about the utmost importance of using analytics in your Yahoo! Store. And I’m not talking about Google Analytics, I’m talking about  real analytics, the Yahoo! Web Analytics that come free with Yahoo! Stores (minus the basic package). Yahoo! Web Analytics is extremely powerful and, in my opinion, much more useful than Google Analytics. [read more about that here]

Today I’m going to highlight one simple case study regarding Analytics.

Before I get too deep into this, I want to remind Yahoo! Store owners again to ACTIVATE YOUR ANALYTICS! If you have not yet activated your analytics, you’re not collecting data, so please do that ASAP, even if you don’t know what to look for in your reports. Start collecting Data now. [Learn More Here]

Once you have activated your account you will be collecting data which is critically important. To take advantage of what I’m going to write about below, you will need to take your analytics account one step further and start tracking your specific marketing campaigns (Google Adwords, Yahoo Search, etc) If you are not familiar with how to do this, please contact Colorado Web Solutions and we can get your account set up to track campaigns and provide you with all the necessary instructions for only $100.

Ok, now it’s time for the details.

Last week we were doing some work with a client and the goal of the meeting was to try to reduce the expense of Google Adwords without sacrificing sales. It was a common goal that we hear time and time again.

Analytics has been set up on this account since the beginning of the year and we have been tracking specific campaigns as well for a few months.

We immediately navigated over to the “Campaign Summary” reports and started digging into the data. When the campaigns are set up properly to track data, we are able to not only see which campaigns people entered the site from and how much (or little) they purchased from your Yahoo! Store, but we are also able to view which actual search phrases the clients customers were searching for.

Within 5 minutes we were able to identify that this client could save money immediately by adding a few negative keywords to their campaign. The client was bidding on the term “Coffee Cakes” but we discovered that their ad was being displayed when people searched for “coffee cake recipes” and was generating a large level of traffic that was not targeted to their products. They don’t sell recipes, they only sell the actual coffee cakes. There’s no reason to be paying for traffic that is not looking for what you’re selling!

Within a week of adding “recipes” as a negative (do not show my ad with this term) keyword, we were able to save this client an average of 19% immediately on their Yahoo! Store’s Google Adwords budget.

Imagine that.. 5 minutes of time saved 19% on the Advertising Budget.

And it’s all thanks to Analytics. Without being able to track the actual “search phrases” that customers were using, we would have never discovered the “leak” in advertising dollars.

This is just one simple example of the power of Yahoo! Web Analytics combined with your Yahoo! Store.

If you would like to schedule a consultation of your analytics settings or if you would like us to customize your campaign tracking on ANY of your campaigns including Google Adwords, Yahoo Search Marketing, Shopping.com, Facebook, etc, please contact us and we would be happy to assist you with that. On average, campaign tracking can be set up for only $100.

Have a great week everyone, and please set up your Yahoo! Store’s analytics today!

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