Where does MERGADO make life easier for agencies? Take inspiration from ptagroup
Slovakian agency ptagroup has created a series of articles showcasing five practical ways they most often use when working with MERGADO. Wondering how to make your analytics, bidding, pricing, and other regular marketing activities easier? Read how ptagroup makes it easier to work with MERGADO.
- Detailed analytics
- Bidding setup regarding the competition
- Google Ads campaigns
- Assortment control
To optimize your online campaigns on comparison sites and beyond, you need to have enough data to evaluate their success rate, keywords, ads, etc. In the case of merchandisers, ptagroup is interested in a particular product, category, or brand data in addition to general data. MERGADO offers several handy rules that make setting up these analytics easy. With this setup in ptagroup, they get a lot of valuable data for individual products separately to measure the performance of particular products (categories, brands, etc.).
Bidding setup regarding the competition
Bidding on Heureka is often set very simply — in the best case, the price per click is following the price level of the products. Cheaper products have a lower maximum CPC while more expensive ones have a higher one. In the worse case, there’s one maximum price per click set for the entire product range, regardless of price, categories, sales, etc. This is not necessarily bad, but in the vast majority of cases, it’s manageable. With Bidding Fox’s bidding automat combined with the Bidding Fox Elements app, you can set up sophisticated rules and product selections to help you bid thoroughly. You won’t be bidding unnecessarily in cases where you are significantly more expensive than the competition. Conversely, in cases where you have the lowest prices, you will be bidding for the top rungs of the bidding. There are a lot of options for setup.
Google Ads campaigns
MERGADO also helps ptagroup create different types of Google campaigns — especially product campaigns that use XML feed. Using rules and selections, they prepare ad texts for Google Ads (or Sklik), which are then simply uploaded to Google Ads (via a tool that synchronizes the XML feed with Google Ads). Preparing these campaigns without using the XML feed would be time-consuming. Thanks to the handy Import Data File rule, product ads, categories, brands, or other product groups can be managed this way.
MERGADO also works as a tool for assortment control. Using the rules and product selections in the ptagroup, they track and check missing, duplicate, incorrect, or otherwise erroneous elements that affect advertising and the entire online store. Missing prices or images, categories with a small number of products, and other insufficient details can be double-checked by MERGADO within a few minutes. In addition, you can easily find out, for example, the proportion of products under 300 CZK, the division of the product range into individual categories, which category is the largest, which brand has the lowest representation, and many other valuable data.
MERGADO is the clear choice for ptagroup for dynamic pricing, too — especially with the possibility to use the Pricing Fox app. Thanks to data from Bidding Fox, or Bidding Fox Elements, you can (manually or automatically) reprice products based on competitor data, most often from Heureka or Zboží.cz for the Czech market. With the help of the obtained elements and data, you can quickly identify which products are significantly more expensive or cheaper than your competitor’s offer and adjust your prices accordingly.
We are happy that MERGADO is one of the most used tools in ptagroup. Read their expert articles and get inspired to make your marketing work faster and more accurately.
This article was written in collaboration with ptagroup.
Lukáš takes care of most of the Czech and English communication in Mergado. Through blogs, e‑mail, and social networks, he regularly supplies readers with e‑commerce news and news and tips from Mergado. In his time off, he enjoys simple things like badminton, digging the hidden gems of the 80’s, and seafood served with red wine.