Lecture Notes: Price Competitive Analysis Using Google Sheets

Introduction

• Speaker: Michael Natalin from Market Lead
• Focus: Using Google Sheets for data analysis in e-commerce
• Importance of price competitiveness in Google ads

Objective

• Conduct price competitive analysis for e-commerce products
• Identify pricing gaps and opportunities

Tools and Platforms

• Google Sheets
• Google Ads
• Google Merchant Center
• Custom tools developed by Market Lead

Steps for Price Competitive Analysis

Data Collection

1. Download Product Information

   • Filter products by criteria (e.g., more than 3 clicks, conversion rate < 4%)
   • Use Google Sheets to store and analyze data

2. Data Preparation

   • Focus on key data: Item ID, Title, Price
   • Set data to USD format
   • Use a specific date range (e.g., last 30 days)

Google Merchant Center

1. Access Price Competitiveness Section

   • Navigate to Growth > Price Competitiveness
   • Compare client prices with benchmark prices

2. Download Data

   • CSV format containing product IDs, your price, benchmark price, and percentage difference

Data Analysis in Google Sheets

1. Data Integration

   • Use VLOOKUP for matching product information
   • Import benchmark price data

2. Price Difference Calculation

   • Calculate and format price differences as percentages
   • Use conditional formatting to highlight significant discrepancies

Advanced Analysis

1. Incorporate Additional Metrics

   • Conversion value, conversions, and cost
   • Analyze ROAS (Return on Ad Spend) and its effects

2. Identify Pricing Opportunities

   • Higher-than-required ROAS indicates potential price increases
   • Balance competitiveness with margin retention

Conclusion

• Importance of price competitive analysis in e-commerce
• Future videos will cover more analytical techniques using Google Sheets
• Encouragement to engage with Market Lead's services

Closing Remarks

• Questions and engagement encouraged
• Reminder to like, comment, and share the content