Which products bring money in and which spend it

Bestsellers

Consistently drive sales

Example

A fast-moving item that sells all year round and holds the target ROAS. There are usually only a handful, but the shop rests on them.

What to do

Protect impression share and add budget — you can't afford to lose them.

Where this group sits among the others

A schematic of how the groups relate, not a measurement: every shop has its own thresholds and figures.

Strong

Profitable, but without a long history

Example

A seasonal newcomer that has already taken off: steady orders, ROAS on goal, but less than six months of history — too early to judge it.

What to do

Scale, but check stability in a couple of months.

Where this group sits among the others

A schematic of how the groups relate, not a measurement: every shop has its own thresholds and figures.

Long tail

Few sales, but profitable

Example

A rare item: a couple of orders a month, but each one pays off with room to spare. Unnoticeable one by one, together they make up a sizeable share of the profit.

What to do

Keep in rotation: the tail brings profit in small portions.

Where this group sits among the others

A schematic of how the groups relate, not a measurement: every shop has its own thresholds and figures.

Marginal

Almost break even

Example

A product with an expensive click or a thin margin: sells regularly but comes out about even. A small change to the price or the bids puts it in the black.

What to do

Adjust the price or the bids — they are on the edge of paying off.

Where this group sits among the others

A schematic of how the groups relate, not a measurement: every shop has its own thresholds and figures.

Newcomers

No history or not yet advertised

Example

Only just added to the catalogue, or never shown yet: no data, nothing to judge by.

What to do

Give them first impressions: add them to a test campaign and watch the response.

Where this group sits among the others

A schematic of how the groups relate, not a measurement: every shop has its own thresholds and figures.

Loss-making

Sell, but at a loss

Example

Sells regularly, but every sale costs more than it brings. The more impressions, the deeper the loss.

What to do

Limit the budget or restructure the campaign.

Where this group sits among the others

A schematic of how the groups relate, not a measurement: every shop has its own thresholds and figures.

Dormant

Spend, but don't sell

Example

Impressions and clicks for months, not a single conversion. The most expensive group: money goes out and nothing comes back.

What to do

Work out why there are no conversions: price, niche, listing, category.

Where this group sits among the others

A schematic of how the groups relate, not a measurement: every shop has its own thresholds and figures.

To remove

Burned budget with no sales

Example

Ate a noticeable share of the budget and sold nothing. It differs from the dormant ones in having managed to spend a lot.

What to do

Exclude from ads — these are candidates for removal from the catalogue.

Where this group sits among the others

A schematic of how the groups relate, not a measurement: every shop has its own thresholds and figures.