crealytics' PPC Blog

The place to be for paid search and Google Shopping

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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This week in search

This week in search: Voice Search advertising, Google’s antitrust suite, and new Ad Customizer features

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.

November 25 – December 2

Voice search has created a huge vulnerability at the heart of Google’s business

As voice assistants gain popularity (and the technology improves), what will happen to Google’s advertising model which is built on showing visual ads? One side effect experts predict is that all of this is that in the short term, the available real estate for ads will shrink. You could insert sponsored suggestions into a voice assistant’s answers, but it would never offer as many ads as a Google search results page.

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Siri Gains First Official Movie Tie-In, Sets Precedent For Paid Answers

Apple this week set an interesting precedent for sponsored Siri answers as Siri gains its first official movie tie-in with answers for the Universal Pictures-produced The Secret Life of Pets. As voice-activated personal assistant services like Amazon’s Alexa and Google Assistant continue to gain momentum and infiltrate consumer’s daily lives, it is laying the groundwork for an emerging media channel that allows brands to talk to consumers directly, creating a new paradigm for human-computer interaction thanks to its efficiency and convenience.

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Google formally rebuts EU antitrust charges against Shopping, AdSense

Google has now formally responded to two antitrust charges brought against it by Europe’s Competition Commission, rebutting charges of exploiting the popularity of its search engine to boost its price comparison service, Google Shopping, and its ad placement service, AdSense. A Google spokesperson said: “We remain confident that these claims lack evidence and are wrong on the facts, the law, and the economics. The surest signs of dynamic competition in any market are low prices, abundant choices, and constant innovation — and that’s a great description of shopping on the internet today.”

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Ad customizers just got a whole lot more powerful

Google has released some brand-new customizer capabilities which use simple functions and code to customize the text. For example, there is a function to show a countdown timer, as well as a brand-new IF function (not yet available in all accounts). These IF statements can be used to do different things depending on certain conditions, like the device a user is on or an audience list the user is a member of.

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10 Tips to boost your Google Shopping this Christmas

5 Tips to boost your Google Shopping campaigns this Christmas

While other companies may be ramping down for the holidays, retailers are ramping up for what promises to be the biggest shopping time of the year. Christmas.

The holiday season is the most important season for digital marketers around the world. People not only shop on the big holiday days, but all the days leading up to a major holiday like Christmas see greater traffic. And with that traffic come higher budgets.

So, how do you make the most of this opportunity without blowing your budget?

Here are a few tips to help you get through the last weeks of the year with the best possible results!

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How to make Device Modifiers work for you

Earlier this year, Google rolled out a new feature to let advertisers set different bid strategies for different devices (desktop, mobile, tablet). These device modifiers are one of the most important performance levers, but all too often they’re neglected by the campaign manager.

There are a number of different strategies for dealing with this new found device freedom, and we’d like to share the one that’s worked for us and our clients. Although we primarily look at Google Shopping, you can also apply most of the ideas to Search campaigns too.

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Feed Title Optimization

Increase your traffic (and revenue) through Feed Title Optimisation

If you want to sell more through Google Shopping you need your ads to be seen by as many of the right people as possible. There are three basic ways to get more eyes on your Google Shopping campaigns.

The first is by segmenting your campaigns to make sure you are bidding on searches that closely match the product you are selling. The second is through good bid management – the more you spend, the more people will see your ad, but only up to a point. Once that point is reached it’s almost impossible to get more impressions without rising CPCs.

The third option is Feed Title Optimisation. While in Google Search it is possible to scale accounts by targeting via keywords or the messaging in ads, in Google Shopping this has to be done through the Product Feed. Here’s how you can improve your Feed Titles and get more traffic.

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10 tips to align your whole Digital Marketing strategy for Black Friday

Black Friday is one of the key shopping days of the year – it’s actually evolved into more of a week than a day at this point. Regardless, it’s the kick-off for the holiday shopping season and an extremely important time for retailers around the world.

According to the National Retail Federation, 30% of annual retail sales occur between Black Friday and Christmas. That means it’s time to kick your entire marketing strategy into high gear!

As an Agency or an Advertiser with an Agency, there are a few things you can do to make sure that your entire marketing strategy is aligned. Even with only two weeks to go, there are still steps you can take to maximize your revenue on Black Friday.

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How voice search will change PPC

Should Voice Search really change your retail Digital Marketing strategy?

Talking is easier than typing.

Which is why all the big technology providers have invested so much time and research into developing the perfect digital personal assistant. Cortana, Siri, Google Now and now the Amazon Echo have all made major strides when it comes to voice recognition.

And, people are finally starting to take notice. According to Timothy Tuttle, a voice interface specialist at MindMeld, “at the end of 2015 41% of smartphone users had begun using voice search in the last 6 months.” That’s an estimated 50 billion searches per month.

These voice searches aren’t confined to the mobile space anymore either, they’re increasingly integrated into other devices such as laptops, tablets, smart home hubs and game consoles.

Being able to use natural language for a search is certainly convenient for the user, but what should it mean for the Digital Marketer?

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Loads of fake retail apps flood Apple's App store

Fake iPhone apps could be impersonating your brand

The NY Times reported yesterday that the Apple App Store has been infiltrated with “hundreds of fake retail and product apps”.

With the holidays right around the corner, this could spell big trouble for brands.

The counterfeiters have already created apps as retail chains like Dollar Tree and Foot Locker, big department stores like Dillard’s and Nordstrom, online product bazaars like and Polyvore, and luxury-goods makers like Jimmy Choo, Christian Dior and Salvatore Ferragamo.


According to a report by criteo, apps account for 54% of all mobile transactions.

As apps become a more popular way to shop, it’s essential that shoppers are able to find the right brand when they need it. A bad experience with a fake app could be potentially devastating.

What you can do

It’s essential that you monitor how your brand is being used both in the app store and across the web. If you see a fake app, report it to the relevant app store.

“We strive to offer customers the best experience possible, and we take their security very seriously,” said an Apple spokesman, Tom Neumayr. “We’ve set up ways for customers and developers to flag fraudulent or suspicious apps, which we promptly investigate to ensure the App Store is safe and secure. We’ve removed these offending apps and will continue to be vigilant about looking for apps that might put our users at risk.”

Report an Apple app