crealytics' PPC Blog


The place to be for paid search and Google Shopping

Voice search becomes voice action: A key talking point at SMX London – Search Engine Land

From combining search and social to leveraging moments that matter, last week’s attendees at SMX London gained a deeper understanding of the numerous ways they can optimize their search strategies.

Described as the “ultimate survival guide to the dynamic and tumultuous world of search marketing,” SMX  — run by Search Engine Land’s parent, Third Door Media — is a conference series designed to highlight the reach and opportunities that can be achieved through search advertising and outline search’s position in the wider marketing mix.

From my own perspective, one of the more enlightening sessions of the London event featured a presentation by Pete Campbell, founder and managing director of Kaizen, on the subject of voice search — a prominent theme given the ongoing battle of the AI assistants.

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Looking Forward: SMX Advanced

Seattle, we are coming for you!

Our team couldn’t be more excited to speak and exhibit at the 2017 SMX Advanced conference, which will be held June 12-14 at the Bell Harbor International Conference Center. This is a conference that cannot be missed, as the industry’s most prominent experts will be covering high-level tactics in search engine marketing. Yes, it gets technical. Yes, it’s invaluable.

Don’t miss out! Be sure catch the team at Booth #51, and join us for some “SEMistry” at the Mad Scientists of Paid Search session with founder Andreas Reiffen, who had the opportunity to present Advanced Google Shopping last year.

Test tubes ready, marketing scientists? Details below:

The Mad Scientists of Paid Search 

  • Tuesday, June 13
  • 11:00 AM – 12:15 PM

While most of us spend our days toiling away in the deepest details of paid search campaigns, the Mad Scientists of Paid Search are running experiments, testing regression models and analyzing larger trends to unlock the fundamental secrets of paid search auctions, attribution, economics and search behaviors.

In this perennially popular session, you’ll hear directly from distinguished marketing scientists as they present their latest discoveries, insights, and knowledge you can test out for yourself.

Speakers:

  • Andreas Reiffen, Founder & CEO, Crealytics
  • Andy Taylor, Associate Director of Research, Merkle
  • Moderator: Matt Van Wagner, President, Find Me Faster

Drop by booth 51

Stop by and catch us in action: we’ll be handing out free coffee as well as interviewing a number of SMX speakers on all things SEM! Check out our archive from previous SMX conferences!

Interested in meeting with us?

Schedule some time to enjoy your free coffee with one of our team.



Go Beyond Standard RLSA lists

Remarketing Lists for Search Ads have always had an important role in the optimization process ever since their release in 2012. Every PPC manager worth his salt, has spent many an hour playing around with list definitions and using them as a bid modifiers.

As marketers, those lists make our lives a whole lot easier. Not only are they a powerful opportunity for segmenting, they also provide a rare optimization element whose borders we can define and refine to our heart’s content. We can add, exclude or create combinations of lists focused on specific behaviors and use them for our ads as long as the number of the users in the lists reach 1000 for 30 days (with a few policy limits).

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Benchmark your Google Shopping Remarketing Performance with this simple script

Remarketing Lists for Search Ads (RLSA) and Customer Match have been proven to drive incremental revenues of 18% or more.

At Crealytics, we’ve seen many accounts and we developed a few rule-of-thumb benchmarks that give us an idea of how much potential we can unleash by fine-tuning the Remarketing strategy – be it via RLSA or Customer Match.

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How to check your RLSA configuration

It is crucial for every PPC manager to properly set up audience lists and their bids. Unfortunately, since there are various targeting criteria with infinite possibilities, it’s easy to make mistakes during the audience creation process.

Our tests suggest that used correctly, bid modifiers on audiences can increase revenue by 16% while keeping ROAS stable. So it’s definitely worth taking the time to get your audience lists setup right.

In this blog post, we’ll share some tips and common mistakes to avoid when creating audience lists.

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A printable cheat sheet to essential RLSA and Customer Match audiences

Remarketing Lists for Search Ads (RLSA) and Customer Match have proven to drive incremental revenues of +18% and more, all while keeping ROAS stable.

One important key to making Audience Remarketing for Google Shopping work is to know which essential audience lists you should define and use.

At Crealytics, we’ve analyzed and optimized many Google Shopping accounts. As a result, we’ve developed a checklist that contains the most important RLSA and Customer Match audiences we typically create and optimize.

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Understanding audience targeting tools and when to use them

The world of paid search is shifting. Advertisers are slowly moving away from targeting search queries to targeting audiences.

It’s not about just showing the right ad anymore. You need to show the right ad to the right user.

In order to take full advantage of this shift, you need to know

  1. Where is the user in the conversion funnel?
  2. What audience tool targets the right kind of user?

This article will walk you through the different audience tools available and how you can use them to reach the right customer at the right time.

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How to make most of Audience Remarketing using RLSA and Customer Match on Google Shopping

The customer journey has become more and more complex. People tend to navigate between Google and a retailer’s website multiple times before they convert. According to our analysis, 46% of Shopping ad conversions have three or more clicks through to the retailer’s website from Google Shopping. Which makes it essential that you keep your brand front and center in the customer’s mind each time they search.

The good news is, Performance Marketers can act on this customer journey using Remarketing List for Search Ads (RLSA) and Customer Match. These tools make it possible to bid differently on shoppers who have interacted with your website and are searching for something relevant on Google again.

Crealytics A/B tests on the incrementality of Audience Remarketing have shown that bidding higher on people deeper in the conversion funnel drives incremental revenues of around 18% or more.

Done right, you’re not just making the sales you would have made anyway with a higher price bid, you’re actually increasing the number of sales generated by targeting highly relevant shoppers.

Take Audience Remarketing to the next level

Google Shopping is ideal for running Audience Remarketing at scale. This two-minute video provides you with an overview of how we bottled up the combined experience of our PPC experts at Crealytics into an automated solution that lets you leverage the full potential of Remarketing.

Crealytics customers have been able to benefit from the Audience Remarketing optimization since April 2016. If you have any questions, thoughts, comments or just want to chat about RLSA, feel free to reach out to your Crealytics account manager to discover more.

Not a Crealytics customer yet? To learn more about how our Smart Shopping Automation tool can help you get the most from your campaigns, get in touch with us on hello@crealytics.com and we’ll be more than happy to tell you all about it!

How are your RLSAs doing right now?

To make it easy to evaluate the current state of your Audience Remarketing Google Shopping campaigns, we’ve put together these resources designed to help you check this task off your list.

More on RLSAs

For more on how to make the most of your audience lists, check out these other great resources.


LIVE eCommerce Cafe and Google Q&A in London

Ever wished you could sit down with the brightest minds in SEM and ask them all your burning questions?

Yeah, us too. That’s why created our Crealytics eCommerce Cafe series where we get to pick the brains of some of the world’s most influential leaders in PPC.

And now, we’re inviting you to get in on the action! Our next eCommerce Cafe will be a LIVE Q&A session with Paul Brett, Senior Google Shopping Specialist at Google.  Because sometimes a little insider knowledge is just what’s needed to make a huge difference between winning and losing at Google Shopping Ads.

Check out the preview!

It’s going to be an awesome night filled with drinks, coffee, dancing and the chance to ask one of the men behind the Google curtain what’s really going on back there.

When: May 23rd at 5pm

Where: Notes at The Gherkin

Hosts: Paul Brett (Google) and Andreas Reiffen (Crealytics)

Format: While you’re tasting the finest in coffee beanery, Andi and Paul will answer your most detailed power-user questions, share better-than-best practices, and provide guru-level wisdom about what the future holds for Google Shopping and Feed-based Advertising. Music from Berlin-based DJ Marvin Hey will also be provided.

We’d love for you to join us as we dissect Coffee Culture and Google Shopping in equal measure. Learn about the future of Google’s Feed-based Advertising Products even as you learn the nuances of Cortados, Cherries, Crema and Caffeine.

There are ONLY 5 SPOTS LEFT! To claim yours, email your details to Andreea.khan@crealytics.com.

Can’t wait to see you there!


Same buzzwords, different meaning: How data is finally catching up to the in-store experience

Crealytics visited RBTE (Retail Business Technology Expo) this week, held in London’s historic Kensington Olympia venue on 8th and 9th May.


Online marketers instantly felt at home amongst the 360 exhibitors and up to 17,000 visitors, similarly, the aspiring eCommerce executive was well catered to by the conference program of 60 talks and workshops. It was only on second glance that something felt out of place about the context in which the familiar buzzwords were used: Customer journey, touchpoints, and data, data, data were as omnipresent as they were free from any reference to the online space, they were rather used to describe the instore experience. And as surprising as that was to discover, it is as understandable in hindsight.


While eCommerce is very mature with respect to data availability and analytics, the in-store experience has been untouched by modern analytics until recently. What we saw at RBTE was a game of catch-up in the early majority stage of adoption: inferring shopper demographics and interest levels via facial recognition, tracking shoppers’ movements, adapting to changed consumer behavior – all this with a focus on the actionability of data collected. The latter was well illustrated in a joint presentation from ASDA and Profitect that highlighted the additional complexity that comes with hundreds of physical outlets, which over time, added layers and layers of legacy reporting. ASDA cut through the noise by working through the triad of 1) reducing reports and metrics, 2) centrally prescribing actions based on the data and 3) making intelligence accessible beyond the PC.

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