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How do you set KPIs and goals with clients who have many SKUs across many categories?
Posted by on October 15, 2022 at 2:51 pmI’ve got a client who has asked for a specific ROAS goal. No problem. But then when I meet that, he’ll say “Well you sold a whole bunch of this SKU but barely none of this other SKU. We need to support the other SKU as well.” So when I shift budget to the other SKU – which doesn’t convert near as well – then he’ll say, “Well you missed the ROAS goal.” He’s a generally good dude so it’s not that dramatic but I’d like to have a formal plan where we agree on certain constraints and limitations. For example, if he wants a low-conversion SKU to be supported then we need to isolate that into different ROAS goals with a minimum spend.
I think I’m looking for some type of worksheet or template or general advice others have had when in this same situation.
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1 Reply
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In situations like these, there are usually three options:
– you can have your ROAS goal
– you can have your SKU goal
– or you can have both, if you increase the budget & scale over timeIt can’t happen all at once. Hard to communicate that sometimes, but I would just explain how you can reach both goals (eventually).
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Not every product sells as well online.
If I owned a resturaunt I couldn’t just declare I wanted 30% of my sales to come from nasty-burger when the best selling product is a salad. Double down on what’s working, someone else should address the product market fit for everything else.
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How much did you spend on ads. How much did you get in sales.
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Sales vs ad spend
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