Here at Etsy HQ, we’re excited about the Search Ads launch and thrilled that so many shops have signed up. Since ads start appearing today, we know many of you will be wondering: “How do I know if my Search Ads are working?!” Well, I’m here to help you answer this question and provide a little context on how to understand Search Ads Stats, our dashboard to help sellers make sense of the numbers behind their advertising.
It’s important to note that before you draw any conclusions about the success of your Search Ads, you should allow them to run for the full 7-day period. This will give you a good amount of data to start; several days is simply not enough time to tell whether your ads are working.
Once your Shop Stats begin to generate numbers related to your Search Ads, you’ll have a wealth of information to work with. In the video below, Noah takes us through the basics of what each column of your Search Ads Stats means.
These numbers are quite powerful. However, they’re not useful unless you can understand them! First things first: when you go to your Shop Stats page, you will see a Search Ads module at the bottom of the page that shows results based on the period of time that you select at the top of the Shop Stats page.
The first box in the Search Ads Stats panel provides the top line metrics for your Search Ads thus far. The “Spent” amount informs you how much money has been spent in this time period. The stats are updated about every 10 minutes, so you can come back over time and see your progress. The “Impressions” amount is how many impressions have been shown so far. Remember: impressions and spend are linked because keywords have varied costs.
The last four numbers in the first box inform you of the performance of these impressions. ”Views” dictates how many item views have come as a direct result of your Search Ads. “Favorites“ shows you how many times someone has favorited your item after finding it through a Search Ad. When evaluating the performance of your Search Ads, the “views” and “favorites” metrics provided by Shop Stats are your best friends.
As anyone knows, shoppers view items before purchasing. Views are a great sign that shoppers are engaging with your products. You may also find that shoppers view other items in your shop or share the link with friends, growing their engagement with your item and shop. Even if it’s not an immediate sale, it’s proof that your ads (and items) are catching the eyes of your target market!
“Favorites” are like views with the heat turned up — shoppers not only saw your item, they put a heart on it! Items that have been favorited are stored for each shopper, so they’ll see your item again and again when they visit their Favorites. Further, when someone favorites an item, it is also shared with their friends via the Activity Feed, offering you more exposure and potential sales.
And finally, “Orders” and “Revenue” will tell you the immediate return on your Search Ads placements. If you’re lucky enough to have orders and revenue from Search Ads already, congratulations! If not, we encourage you to be patient: purchasing takes time, and many Etsy shoppers aren’t as impulsive as we would wish. Stick with it and experiment to find which keywords and budgets work for you. Sales will come as your business grows.
To help you better understand how your campaign is working, the two columns in the Search Ads section provide more granular information about your Search Ads.
The left column helps break down your ads’ performance. This will tell you exactly how many impressions you have received so far, per keyword, and how many item views have come from it. The right column tells you the same, but broken down by item.
In these columns you can evaluate which keywords are working for you, and which items as well. Let your Search Ads run for the week, and then we’ll look a bit closer at your keywords and item choices to fine-tune for the next week!
On that note, we’ll be doing a Search Ads Stats online lab to offer information on the finer details of running a Search Ad campaign. Join this thread if you’re interested in participating!