Retail Media & Sponsored Listings: Bids, Cost per Click, ROAS vs Incremental ROAS, Halo Sales, Share of Shelf & Budget Pacing
Advertise where people buy. You will work through sponsored-listing auctions with bids and quality scores, measure ROAS and the incremental ROAS that really counts, add halo sales from related products, track share of the digital shelf, pace a monthly budget and decide where the next unit of spend goes, with every cell checked as you go.
One-time payment · lifetime access · lessons, labs, exam and certificate included · no subscription.
About this course
This course works through sponsored listings in an online shop the way a brand's retail media analyst does, with a fictional retailer and fictional brands. You rank an auction by bid × relevance and price clicks with a simplified second-price rule, sum campaign weeks by keyword with SUMIFS into CTR, CPC, conversion rate and CPA, and compare ROAS with the break-even ROAS from the margin. You measure incremental sales and iROAS from a test vs control split, add halo sales and own-brand switching, count share of the digital shelf with COUNTIFS, pace a monthly budget with EOMONTH and allocate the next unit of spend by marginal iROAS with a chart.
Lessons
- Sponsored-Listing Auctions: Bid × Relevance, Ad Rank and Second-Price Cost per Click Pro
- Campaign Metrics by Keyword: Impressions, CTR, Cost per Click, Conversion Rate and CPA Pro
- ROAS vs Margin: Break-Even ROAS, Profit per Keyword and a Scale / Hold / Cut Rule Pro
- Incrementality: Test vs Control Regions, Incremental Sales and iROAS vs Reported ROAS Pro
- Halo Sales and Cannibalisation: Related Products, Own-Brand Switching and Net Incremental Profit Pro
- Share of the Digital Shelf: Sponsored and Organic Positions on Page One Pro
- Budget Pacing: Daily Spend vs Plan, Projected Month-End Spend and Bid Adjustments Pro
- Allocation & Dashboard: Diminishing Returns, the Next-Dollar Rule and a Chart Pro