Focus on the entire primary product category to understand the broader context of the industry and its dynamics. Identify the major players in the market, and get a picture of overall trends.

You can find out how trends and customer behavior are changing across the industry. What the market is developing, or which brands are ruling it.

Segmented categories

Narrow your focus to specific individual categories.

These can be divided according to many different criteria, and each of these segments will have different end consumers with different behaviors. Different preferences, and different competition.

Find out which of the categories are directly related to the primary category.

By tracking related product categories, you can come up with new complementary sales strategies, promote across these categories, or influence user decisions to a greater extent.

External market circumstances

The era of fast-paced, consumer behavior, which is closely related to product categories, is constantly influenced by technological innovations, economic conditions, and cultural shifts. When you are aware of these changes, you can respond to them and ensure that marketing strategies are adjusted accordingly.

An example is the current pressure on special database companies to limit home office and return employees to the office. If you are in the business of selling women’s cosmetics, you can assume that interest in makeup will increase among women.

A closer look reveals that it will primarily be a quick and easy-to-apply makeup that can be used before going to work or at any time during the day. On this basis, you can start building a strategy for a new makeup category.

The insights gained will advance your strategic marketing thinking and your advertising.

Global uncontrollable influences

When conducting a broader analysis to optimize product categories, it doesn’t hurt to also consider the overall social context in the region of interest and beyond.

• What is the economic situation?
• What is the consumer sentiment?
• Is there a big shopping how to turn instagram followers into spree (before Christmas), or are people on vacation and not spending (summer vacation)?

Consider these factors as well and differentiate between whether it is a seasonal issue or longer-term macroeconomic indicators.

How PPC experts see it

A whole range of valuable advice for cuba business directory optimizing product categories comes from experienced professionals associated in the online community PPCCat Slack Group:

• By competitors are not taking advantage of.
• PPC doesn’t work by setting up a campaign, letting it run, and forgetting about it. You need to constantly monitor trends and adapt your strategies accordingly.