Retail Media & Sponsored Listings: Bids, Cost per Click, ROAS vs Incremental ROAS, Halo Sales, Share of Shelf & Budget Pacing

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

• Rank six advertisers in one sponsored-listing auction by ad rank, find who wins the four paid slots, price each click with a simplified second-price rule and work out the bid a competitor needs to move up.
• Sum three weeks of a sponsored-listing campaign by keyword with SUMIFS and turn the totals into click-through rate, cost per click, conversion rate and cost per acquisition, pooled correctly over the weeks.
• Turn attributed sales into ROAS, compare each keyword with the break-even ROAS its product margin allows, calculate the profit after ad spend and let a rule decide which keywords to scale, hold or cut.
• Use a test-versus-control comparison to estimate what the test regions would have sold without ads, measure the incremental sales the ads really caused and compare the incremental ROAS with the reported one.
• Split the measured incremental sales into the advertised product, halo sales of other brand products and own-brand switching, then calculate the net incremental gross profit and the net iROAS of the campaign.
• Count a brand's listings in the first search results for four keywords, measure its share of the page-one shelf, see how much of that presence is paid for and how strong it is in the top positions.
• Compare two weeks of daily spend with an even pacing plan, project the month-end spend at the current rate, work out the daily budget that is left and the bid adjustment needed to land on the monthly budget.
• Evaluate fictional response curves for four keyword groups, compare the marginal iROAS of the next unit of spend with its average, pick the group that should get the next 1,000 and chart the marginal returns for the review.