Marketing - Alexander Granovskiy

Alexander Granovskiy

Marketing

Case Study - Google Ads Optimization

Case Study - Google Ads Optimization

Grow profitable traffic - higher ROAS and lower CPA. What it does * Feed cleanup * Query sculpting * Right campaign types * Disciplined bidding * Landing page congruence * Steady creative testing Key moves Feed * Improve titles * Validate GTIN * Fill attributes * Fix disapprovals Structure * Split brand vs non-brand * Use Performance Max with assets * Use Standard

E-commerce KPI Scorecard Playbook

E-commerce KPI Scorecard Playbook

Core commerce Traffic * Site sessions Conversion * Conversion rate - % of sessions that purchase Order economics * Average order value (AOV) - revenue per order Revenue identity * Revenue - sessions x conversion x AOV Digital marketing Efficiency * Paid ROAS - revenue from paid ads / ad spend * Blended ROAS - total revenue / total

Sitewide Conversion Rate Benchmark Uplift - Directional Ranges Playbook

Sitewide Conversion Rate Benchmark Uplift - Directional Ranges Playbook

Purpose Use these directional uplift ranges to size opportunities, prioritize tests, and set realistic expectations for sitewide conversion rate impact. How to use * Treat ranges as directional and context-dependent * Use the lower end for small iterations and mature programs * Use the upper end for larger redesigns, major fixes, or when

Growth Playbooks

Growth Playbooks

Paid ads (Google and Microsoft) * Feed quality - titles, GTIN, attributes, availability * Query sculpting - negatives, match types, campaign structure * Bidding hygiene - ROAS targets, device and geo splits, dayparting * Landing page congruence - message match and speed * Creative testing cadence - new ads weekly, winners promoted SEO and content

Vendor Management Playbook

Vendor Management Playbook

Purpose * Manage key vendors across the commerce stack to protect revenue, margins, and customer experience * Ensure vendor decisions are measurable, reversible, and aligned with security and privacy Vendor categories Payments * Processors * Fraud tools Tax * Calculation * Exemption * Filing ERP and WMS * Catalog * Inventory * Orders * Accounting CDN and media * DAM * Image and

Risk and Trust in E-commerce: The Two-Way Road

Risk and Trust in E-commerce: The Two-Way Road

E-commerce is a business built on exchange under uncertainty. A buyer wants a product. A seller wants money. That deal sounds simple until you remember what online changes. The two sides do not see each other. The product cannot be touched. Money and goods move on different timelines. Delivery involves

Maximize Profit - Long-Tail Merchandising That Works

Maximize Profit - Long-Tail Merchandising That Works

The e-commerce merchandising problem In every online store, the core merchandising challenge is deciding what to show above the fold and how to order products so that we: * maximize sales now (exploitation) * do not kill future sales by never giving new or low-volume products a chance (exploration) * avoid false conclusions

Structured Data Module

Search & Discovery

Structured Data Module

Enhance search engine visibility and user engagement by adding structured schema.org markup to website content. Functions * Add schema.org markup for product name, price, availability, ratings, and reviews to enable rich results with stars, pricing, and stock information in search * Publish organization details such as name, logo, contact information,

Visitor Behavior Tracking Module

Search & Discovery

Visitor Behavior Tracking Module

Monitor and record visitor interactions to improve user experience, marketing effectiveness, and conversion rates. Act as the primary data source for the Product Ranking Engine. Functions * Track page views, clicks, navigation paths, and time on page * Capture product-specific events (views, add-to-cart, checkout starts) * Link behavior data to sessions and devices

Website Sitemap Module

Search & Discovery

Website Sitemap Module

Generate and maintain a structured sitemap index linking to individual sitemaps for different content types (e.g., categories, products, brands). Functions * Create a sitemap index file referencing multiple sitemap files * Organize sitemaps by content type for better crawl efficiency * Include <lastmod> timestamps for search engine freshness detection * Generate

A/B Testing Module

A/B Testing Module

Optimize user experience and conversion rates by testing multiple variations of content, pricing, or design. Functions * Assign visitors to different test groups based on the odd/even last digit of their IP address * Serve variations of page layout, content, images, or prices * Track user interactions and conversions for each variant

Discount Rules & Promotions Module

Discount Rules & Promotions Module

Manage and apply discount codes, promotional offers, and price-based incentives to customer orders. Functions * Create and configure discount codes with start/end dates * Apply fixed amount, percentage, or tiered discounts * Set conditions by product, category, customer group, or cart total Benefits * Boosts sales and customer engagement through targeted offers * Encourages