crealytics' PPC Blog

The place to be for paid search and Google Shopping

Speak your customer's language with Feed Title Optimization

Speak your customer’s language with killer Product Titles

What’s in a name?

Well, unfortunately, when it comes to paid advertising a rose by any other name does not smell as sweet. Sorry, Shakespeare.

In the world of Google Shopping, the name you give your products in your product feed is quite possibly the most important thing you can do to ensure a good ROI. Not only do your Product Titles help Google decide whether or not your product is relevant to the search query, but they will also entice more shoppers to click on your product.

Providing all the required data in the right format according to Google’s product data specification is mandatory, of course. But, to really make the most of Google Shopping, you need to start speaking your customer’s language.

What do we mean by that? Well, we did some testing to see just how much Product Titles effected performance and what sort of language works best.

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Omnichannel Tracking

Track your Omnichannel sales with these simple solutions

Omnichannel has become one of the hot buzzwords in the retail sector for 2017. Shopping is supposed to be one seamless, immersive, interactive experience. One where the lines between digital and physical are blurred.

It sounds great. A shopping Utopia. But what does it mean in real terms?

Last December, we laid out some best practices for setting up your Omnichannel strategy. And today, we’re going to show you how to track your marketing campaign success across all those different channels.

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Start your 2017 Paid Campaigns off right

6 Things you should do to give your Paid Campaigns a fresh start for 2017

New year. New you.

The start of a new year isn’t just a good time to give yourself a fresh start. It’s also the perfect time to reset your paid campaigns and do all the little optimizations that sometimes fall by the wayside during the year.

New year. New campaigns.

Just like with your personal New Year’s resolutions, the best way to whip your Google Shopping campaigns into shape is to look back at how they did in 2016 and adjust accordingly.

Here are the top 5 areas to review and what to do to unlock their potential for 2017.

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Google Shopping Experts on what to expect in 2017

2016 may not have been a great year for everyone, but it was a heck-of-a year for Google Shopping.

Retailers spent 56% of their ad spend on Google Shopping last year, meaning Shopping finally outpaced traditional Search ads in terms of spending in the US and UK.

Google overhauled the Merchant Feed Center and updated the Feed Specifications to include Unit Pricing, Color and Size, and GTIN. They also set a minimum image size requirement and increased the maximum Product Feed file size from 1 – 4GB.

Shopping ads began appearing as part of image searches. Local Inventory Ads got an update to allow for in-store pickup. Google started including a currency converter to make it easier for shoppers looking to buy products from another country. And the launch of Customer Match finally allowed retailers to target Shopping ads to segmented lists.

So, what can we expect from Google Shopping in 2017? We asked a load of Google Shopping experts that very question, and here’s what they had to say…

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Guide to bid management in google shopping

Guide to Bid Management in Google Shopping

How much should you bid in Google Shopping?

This is one of the most important questions digital marketers face when managing any PPC campaign. Bid too low and your products won’t get chosen. Bid too high and you’ll waste money on irrelevant traffic that doesn’t convert.

Striking the right balance in bidding is essential to the success of your Google Shopping campaigns. Good Bid Management in Google Shopping is all about making Bid Adjustments – increasing and decreasing bids with a focus on optimizing performance.

In this post, we’ll show you how to adjust your bids to increase quality traffic and maximize ROAS.

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The Holiday Shopping Trend you're missing out on

The surprising holiday shopping trend you’re missing out on

We used to think that after the rush of the Christmas period, online sales would take a massive dip. Traditionally, while traffic remained high over the week between Christmas and New Year, Conversion Rates (CR) were low. With the Christmas peak over, it seemed like people were through spending money for the year.

Not anymore!

Over the past few years, as the popularity of ‘e-gifting’ and post-holiday sales have grown, people have started using this time to spend all those shiny gift cards they got for Christmas. All this added traffic means your online ad performance can actually be quite profitable.

To help you make the most of this – usually slow – period, we’ve analyzed user behavior over the past three years across the UK, US, France, and Germany. Specifically, we looked at Brand performance data because traffic isn’t influenced by bidding and budget, but by user behavior alone.

The results were pretty interesting!

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The Omnichannel challenge

The Importance of On- and Offline Sales – How Companies are tackling the Omnichannel Challenge

In the heyday of the dot-com era, we all thought the intent was going to kill the physical store. And indeed, with tanking earnings and emptying malls it can sometimes feel like we were right. In 2015 there were over 200 million digital shoppers who spent an impressive $249 billion.

But, despite these figures, 85% of retail sales are still projected take place in physical stores. Still, it’s clear that the retail industry is reinventing itself. Slowly but surely, companies are devising retail models that work for people who are making increasing use of a growing array of Internet-connected tools to change how they search, shop, and buy.

A complete retail strategy is one that encompasses on- and offline experiences. Both channels are still extremely relevant and retailers cannot rely on two separate strategies.

The traditional brick-and-mortar store and the online retail world are converging into one customer shopping experience. As our world becomes more and more digital, customers are increasingly using more than one channel in their purchasing process. This has led to a phenomenon called omnichannel shopping.

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This week in search

This week in search: Black Friday success, Snapchat ads and Google’s product carousel

The world of search marketing moves fast! To keep you up-to-date with the latest news, product releases, and industry updates, we’ve collected the most interesting articles from the past week. Consider this your cheat sheet to current events.

December 3 – 9

Google Shopping Carousel Adds Category Filters

Google is rolling out a new carousel feature. When you search for specific retail or shopping queries, Google may show you a carousel that lets you refine and filter your search results. While this is not technically an ad feature, it does contain Shopping Ad results in the carousel, so it might be in the future. One to watch for sure.

Read the full article

Are Snapchat ads working?

Many brands have been increasing their investment in Snapchat advertising recently. But is it working? Maybe not. Turns out that Snapchat video ads generate less than 3 seconds of view time on average.

Read the full article

Black Friday 2016 sets record for mobile conversions

The National Retail Federation and Prosper Insights & Analytics released a report on sales from Black Friday 2016. Here are the most interesting stats…

  • > 154 million shoppers over the weekend
  • $289.19 average spend per person
  • 44% shopped online
  • Only 9% have completed their holiday shopping
  • $1.2 billion in mobile sales

Read the full report

Less than 20% of shoppers buy the item they clicked on

Less than 20% of shoppers buy the product they click on

Fashion is unpredictable. And people who buy designer brands are even more so. Current trends, product prices, and the number of available products all influence the decision making of online shoppers. Because of their unpredictability, they might start their search with a certain designer-branded item in mind and wind up with something else entirely.

Obviously, a customer’s online behavior has a strong influence on your PPC account performance, and you likely rely on that information to help make important business decisions about which products/categories to focus more on to boost KPIs.

We looked at search queries, clicked text/product ads and products purchased for various international markets and analyzing a dataset of more than 200,000 conversions from Google Shopping and Search.  We needed to find out just what the heck was going on.

And this is what we found….

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Finesse your customer buying cycle with this simple method

How long does it take a customer to convert once they land on your website?

The lag is known as conversion delay, and figuring out how to make it shorter is a sure-fire way to increase your conversion rates (CR).

Figuring out why a shopper might wait a while to make a purchase is all about understanding customer behavior. While looked at individually, some consumer decisions can seem, well, a bit random, when you combine all your customer data together you can find some really interesting trends.

In this blog post, we’ll show you how to analyze the Time Lag Report (in Google Analytics), which will show you the exact customer conversion delay. Then, we’ll give you some insights we’ve gained from working with our luxury retail clients on how you can reduce the conversion delay and increase your Average Basket Value.

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