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What We Learned | A Visit to DMEXCO 2016


Last week Team Crealytics visited DMEXCO, the largest gathering of marketing professionals in Europe. With over 50,000 attendees and 1,000 vendors, it’s seen as the place to be if you’re in the digital marketing business.

As a service for those that couldn’t attend (and as a summary for those that did), we braved the crowds to collect the most interesting content, thoughts and opinions that we heard over the course of the event.   

While the seminars and presentations ranged from eCommerce to Augmented Reality there were a few ideas commonly represented across the event.


  • Customer Experience (CX) must expand to include both offline and online experiences.


The current complexity of channels, touch-points, and advertising formats have generated Yottabytes of data. Making sense of that information across the consumer journey is key to maintaining and growing relationships.  We heard of brands using data in innovative ways to engage and improve customer experiences. Whether it is connecting online shopping with in-store pick-up, offering free Wi-Fi in stores, or using in-store devices to improve online retargeting and behavioural advertising, the role of technology to improve and enhance how customers interact with your brand was explored in depth.



  • We haven’t hit peak Programmatic yet.


While much of the event focused on the challenges posed by today’s fragmented and inconsistent programmatic ecosystem, there’s still opportunity and efficiencies to be found across the spectrum. We learned that mobile programmatic is still in its infancy, and that targeting continues to get more relevant and specific. We also saw growth in ancillary tools for the programmatic marketplace, particularly among fraud identification and prevention companies as well as brand safety.  



  • What’s Next: VR, AR, and Ad Blocker


With the recent announcement that AdBlocker is pivoting to join the exchange fray, there was a lot of conversation about how to best address consumer ad choice. Native advertising is an obvious answer to the challenge of relevance and ad-blindness and there was also excitement surrounding Virtual and Augmented Reality. These experiential marketplaces provide opportunity for branded interactions and a more nuanced and meaningful interaction with potential customers.



  • There is no more Digital.


Maybe it’s not that Digital is disappearing; instead, it has become obvious that everything is now digital. We learned that the idea of TV shouldn’t be considered the primary driver of audience engagement.  Now the primary goal is to create content that is relevant and meaningful and find the best distribution for that content. TV then becomes just one of many distribution points, just as social becomes just one of many measurement criteria.  Furthermore, organizing by silos (direct, traditional, email, search) leads to a disjointed and unmeasurable view of your customer. Without adequate cross- and omni-channel measurement tools, we lose valuable insight and understanding of what is meaningful to our customers.

Overall we found the conference to be an outstanding forum for idea generation and networking.  With DMEXCO becoming the place to “see and be seen” in digital marketing, we find the conference to be incredibly valuable and a worthwhile investment.    

If you’d like to add to the discussion, please comment or tweet us @crealytics. Sign up for our newsletter to keep receiving thought pieces from industry experts right in your inbox.


Text Ads vs Shopping: 3 ways to make them work together.

Google Shopping has grown immensely over the past few years and has reached a point where both traffic and ad spend have taken over non-brand text ads in some markets, especially on mobile. Since conversion rates are usually higher in Shopping, efficiency is higher too, so naturally budgets are shifted from non-brand text ads to Shopping. We decided to take a closer look at the interaction between Search and Shopping to determine how to get the most out of each channel.

Product ads convert but text assist:

Comparing the average position of Non-Brand (in this example meaning ads that don’t contain the retailer name for example Macy’s or Asos) text ads vs Shopping within the conversion funnel of several retailers, it becomes clear that touch points with Non-Brand text ads happen at an earlier stage of the conversion process than they do with Shopping




With an average length of 5.1 touch points to conversion, the average Shopping click happens towards the end of the funnel while Text ads are clicked on earlier in the process. This shows that Non-Brand text ads, other than Shopping, tend to act as an introducer rather than as a converter.

This theory gets reinforced by the next analysis which shows that Non-Brand text ads act as an introducer of 31% of all Shopping conversions while only 11% of Text Ad conversions are introduced by Shopping clicks.




Unfortunately this means that using a Last Click attribution model, which many companies still do, does not pick up on the importance of spending on Non-Brand text ads.

We compared the revenues assigned to Non-Brand text ads and Shopping when using different attribution models and while Shopping remains more profitable in all scenarios, it becomes clear that Non-Brand text ads actually do play a more significant role than it seems when just looking at Last Click performance.


What you should do:

  • Build a strategy using text ads to attract/assist early on in the customer journey, and shopping ads are there to convert.
  • Don’t rely on a last click attribution model, you could be discounting the original source of up ⅓ of your conversions.


Shopping users purchase quickly or not at all:

While 80% of all Shopping conversions happen within just 5 days after the last click, it takes almost two weeks for Non-Brand text ads to reach this number.

So while Shopping CR is generally higher, customers convert immediately or not at all.

Instead of navigating through the onsite search or category pages they tend to go back to google for navigation and if they don’t find something immediately they they’re more likely to buy on another website.




What you should do:

To convert even more users, retargeting should start immediately with strong branding image and specific product’s featured. Tests can be done to assess the optimum length of these campaigns.


Shopping users are not as loyal:

Looking at the conversion path within the two channels we noticed that almost half (46%) of all Shopping conversions have at least three clicks through shopping whereas for Non-Brand text ads this number is much lower (29%) which means that customers that convert through Shopping tend to click back and forth between Google and the website more often.

The difference is that clicks via text ads are rarely directed to one single product page but rather to a designer or category page with more products to choose from. Shopping users on the other hand have to actively click on those general pages if the one product they clicked on is not what they want to buy.


What you should do:

Maintain a strong brand image throughout the process. Surface recommendations of similar items within the product pages. Own the user relationship and build an ecosystem that makes you less dependent on driving users back to your site through paid search. Leading retail advertisers generate more than 50% of their revenues through their own brand mobile apps.


For more stats on Google Shopping user journeys, see our recent infographic and check out our new website

If you’d like to add to the discussion, please comment or tweet us @crealytics. Sign up for our newsletter to keep receiving thought pieces from industry experts right in your inbox.





A study into Google Shopping’s low price bias (and 4 ways to overcome it).

We have been making some noise recently about the importance of pricing when it comes to Google Shopping, here we give an overview of how we put together this research and the ways in which advertisers can avoid losing out when it comes to pricing bias.


How does pricing affect the Google Shopping Auction?

To start with you need to understand how bidding works on Google Shopping.

The auctions follow an S-curve behaviour (we have done some studies on this):  When you increase bids on a product, from a certain bid level, traffic increases very quickly. At very high bid levels, traffic will plateau. The challenge for bid management in Google shopping is to stop bidding up when you reach the plateau.  



To find out what influence product price has in this traffic curve we selected a number of similar products with at least 6 competitors in the market. We checked this through the unified GTIN.


200 expensive products were at least 10% above market average price

200 cheap products were at least 10% below market average.



All products received the same bid per day, while we slightly increased the bid level over time. At every stage of the test, the cheap products received more impressions – although they were a similar category and had the same bid! The traffic for cheap products scales up very quickly, while the expensive products lag behind and are only slowly allowed to enter more auctions.

As you can see below, the S-Curve holds but the cheap products attain the plateau of maximum traffic quite quickly.



Higher prices mean much lower impressions:

The tests show that there is a direct relationship between product price, max CPC and impressions. With higher than average product prices, you can bid whatever you want, you will never win at Google Shopping. Google will make you pay a very high price for a tiny share of voice. We again see that price has a fundamental influence on all shopping auctions. For more expensive products, Google demands you to invest a much higher budget to receive the same revenue. Still, you can never achieve the same revenues as you would with cheaper price points.


Why are Google doing this?

Is Google overreacting to price? Why would they not accept your high CPCs and give you more clicks? In the end, they need to stay attractive and true to the user as a shopping comparison platform; the users will run away from Google shopping if they will see more expensive products in the top results.


When we look at the Google shopping results page, we find offer lists with all advertisers who offer the same respective product. The first result receives most clicks. Influence factors are  – as we know -pricing and website quality rating followed by audience relevance and bidding.




We analysed the top 50 Nike products that are available on Google DE through popular “Nike” queries. We analysed all price points:


The first result in the offer list is on average 19% cheaper than the average

The second advertiser is on average 2% cheaper.


This explains the heavy impression changes we have seen with small price movements. Once advertisers are not among the cheapest, their traffic will sharply drop off.


What is the best way around this for advertisers:



  • Use reduced prices products as a gateway:


You can build an advanced strategy using cheaper products as entry points in Google shopping. You can then upsell more expensive, high margin products. For more details on this, our full write up was featured in Search Engine Land.



  • Stock exclusive inventory:


Try to offer exclusive products without competition. Becoming attractive to Brands has become more important than ever. With unified GTINs, Google tries to stir up competition. But if you are the only one offering a great line of products, shoppers will know you and always come to you – directly but also through Google shopping.



  • Don’t overbid if you are more expensive:


Make sure you do not overbid on expensive products. Analyse impression volumes for different CPC levels and identify what the shopping S-curve looks like for your cheaper and more expensive products. Try to find the sweet spot where average ROAS is strong but incremental ROAS is poor. You can approach us if you want to know more about this behaviour and how we manage it.



  • Push your own ecosystem:


Own the user relationship and build an ecosystem that makes you less dependent on driving users back to your site through paid search. Leading retail advertisers generate more than 50% of their revenues through their own brand mobile apps.


If you’d like to add to the discussion, please comment or tweet us @crealytics. Sign up for our newsletter to keep receiving thought pieces from industry experts right in your inbox.

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In conversation: What will Google’s new Shop the Look feature mean for retailers?

A Crealytics Discussion Picks Apart Google’s Shop The Look


Last week Google announced that it’s taking a new step into ecommerce with the addition of its Shop The Look via AdWords.  Aimed at fashionistas, it will now show a complete outfit of looks, provisioned from Google Shopping partners, where you could shop for each piece individually or as a complete set.  


As you might expect from a group of people who live and breathe Google Shopping there was a lot of discussion here at Crealytics HQ about it.  Some people thought it took direct aim at re-valuing generic queries, and others thought it had more to do with attribution.  Regardless, the discussion got interesting enough that we thought it relevant to share the Slack exchange.  


* * *


screen-shot-2016-09-12-at-17-21-59 Anna Morrogh (Head of Marketing): Hi Content-eers. Anyone have anything to say about this?


screen-shot-2016-09-12-at-17-22-08 Mallory Chen (Entrepreneur-in-Residence): It looks like they’re venturing into Pinterest’s or Wanelo’s back yard. Also interested as to how this would impact Polyvore, especially since they’re partnering up. If anything it’ll probably squeeze out even more middlemen.


screen-shot-2016-09-12-at-17-16-43 Tim Dobbins (UX designer): Awesome insight. Could it eat away at generic search traffic that might otherwise go to our clients?


screen-shot-2016-09-12-at-17-22-08 MC: Also curious about the bloggers and how this would impact the campaign structure.


screen-shot-2016-09-12-at-17-16-43 TD: Mentioned the concept to our product team, they think this COULD be a possibility – that it could disrupt generic traffic for retailers. It would be interesting to know how often these “showcase ads” might display for generic terms, and if that might affect performance. Reading into it more – it seems Google will make this format available to brands that already have Shopping Campaigns with Google – another good reason for why retailers should jump onto shopping.

Especially with the holiday season coming up, there’s even more pressure to get on board.


0774bb3 Mark Schwartz (Managing Director, US): My Hot Take: Google continues to rail against the App Economy by trying to keep the Internet open and searchable. A searchable Internet means more advertising revenue!  If Google can curate fashion on mobile devices without Apps (as opposed to say, social apps like Instagram, fashion specific apps like Mylo or any retailer app), their business can continue to grow unfettered by closed walls.

Oh, and FYI – I think the Polyvore CEO is a former Googler.


screen-shot-2016-09-12-at-17-15-10Torsten Christ (Head of Digital Marketing): Google said they will roll this out to better direct users who search for generic terms to pre-select the results they are shown. It shifts attention away from SEO. Websites with good ranking may suffer a bit – however, sites with low SEO ranking can benefit from this move if they’re willing to spend money on this format.

Also great to see that the gif selects our client ASOS as a retailer ☺

Google is moving a bit closer to contextual search, where interaction with the user is actively managed vs. plain listing that we see in SERP today.


screen-shot-2016-09-12-at-17-16-43 TD: Great share! I noticed ASOS in the demo too – how cool! 🙂



 0774bb3 MS:  Another way to say that might be that Google continues to want to make search more relevant and effective in the upper funnel.  Connecting generic searches to direct performance helps with attribution.



 TD: Guess I was wanting to know if at a high level we could say those bullets about the impact on generic search.

There are data that show that X% of product searches do not start on Google anymore but directly on Amazon (or Pinterest I imagine). This new format might entice people to start their product research on Google again, as Google has the additional benefit of price comparison between retailers.


0774bb3 MS: Another thought occurred to me – how much of this is reaction to tools like HookLogic that recommend additional, complementary products within the merchandise page?

Isn’t this just taking that idea and putting it directly in the SERP?


screen-shot-2016-09-12-at-17-15-10TC: True. Google is building out their website to reflect a retailer. Another piece of the puzzle: Offering the buy button so that you don’t need to visit the individual retailers to make a purchase.

Offering complementary products makes sense and emulates the behavior of a retail website.

Google might even have access to more inventory than Amazon.

Without building a single warehouse.


* * *


The current opinion is that customers of Google Shopping will largely benefit – especially if they have done an excellent job of indexing their product feeds and making it relevant to their shoppers.  Our advice is to talk to your client team to make sure your mobile bids and product feeds are optimized against with Google’s latest venture.   


What you need to know now:


–   They will be made available to retailers running shopping campaigns in the US, UK and Australia over the next weeks

– The new ad format ties into a general push from Google to populate broad queries with results that are more relevant for the users. Even if they themselves do not know yet what exactly it is they are looking for. Another example of this is the “shop the look” cards Google unveiled recently.

– The format – which looks similar to Google Now Cards Android users are already familiar with.

– Advertisers will only have to pay for clicks that go to their websites. Further decreasing the early adoption of businesses. Whether Google will change this in the future is yet to be seen.


If you’d like to add to the discussion, please comment or tweet us @crealytics.   Sign up for our newsletter to keep receiving thought pieces from industry experts right in your inbox.


The latest Fashion Trends aren’t just for the catwalk. They also belong in your Google Shopping campaigns.

While no one is saying that Google’s Search Query Reports are as prescient as Anna Wintour at spotting the latest styles, experienced search marketers know that they are often the best way to brainstorm new ideas and build out campaigns. Google have taken that a step further for the second year in a row with the publishing of its annual  Fashion Trends Report.


If you’re not familiar with the report, Google does a deep dive into what styles have shown stability over the years as well as some of that have not quite maintained that same staying power. We have seen that ‘Ripped Jeans’ have seen a steady rise in searches over the last 2 years and are now labelled a ‘sustained riser’ by Google. And thankfully ‘see-through’ clothes and ‘acid wash jeans’ are, perhaps unsurprisingly, labelled as ‘sustained decliners’.


Some seasonal risers include the ‘Kimono Dress’, ‘Romper’, ‘Bomber Jacket’ and I must confess, something that I had never come across before, a half coat, half cardigan, fittingly named a ‘Coatigan’.


Google labels ‘off-the-shoulder tops’, ‘body suits’ and ‘Dashiki dresses’ as items within their ‘rising stars’ list, meaning they have only shot to prominence in the last few months. Taking a look at fabrics, the term ‘sequin’ has seen a 216% rise March-May than the same period last year.


All in all, it’s enough to convince you that you should be cleaning out your closet to make way for some new key pieces, but what does any of that have to do with Google Shopping?  Let’s investigate.

In a keyword-centric structure like traditional Google AdWords, it is extremely straightforward to include these trends within a test campaign. However, with more and more retail advertising spend going through Google Shopping, how can you adapt these text-based insights into a keyword-less world?  The answer lies within changing product titles to match consumer demand.  

Although it is a given that product price and bids will have an impact on impressions and click-through rate, savvy marketers out there know that Google treats product titles as a proxy for keywords within your Shopping campaigns. Furthermore, they know that changing product titles within the feed to match trends in how people are searching is a sure-fire way of improving performance.   

Crealytics’ own research shows that adding a relevant search term to the product title can increase traffic by up to 900%. Why? Obviously, any time you can connect consumer intent with relevant products, Google will reward you with better placement and bids.  But changing the title also results in incremental CTR, impressions and higher average ad position. So not only are you providing potential customers with what they are actually looking for, you’re getting performance gains at the same time.




Our clients regularly benefit from insights like this through our Shopping performance management tool, Camato, which automatically offers suggestions for product feed titles that will have a positive impact on performance.

Below you can see how our client, Boden has included the term ‘Coatigan’ in their product title and is well positioned within Shopping results:

Let us know in the comments how you’re using Product Titles to information your Shopping campaigns.  And sign up for our newsletter to keep receiving helpful hints right in your inbox.    


Google Customer Match

Google Customer Match: What is it? How does it work? 4 Strategies for Success

What is GCM?

Google’s Customer Match (GCM) allows advertisers to get closer to customers in the moments that matter. With Customer Match, you can build specific groups of customers which then form the basis of a Remarketing Audience List. GCM can be used in a more controlled way than traditional Remarketing Lists for Search Ads (RLSA), as RLSA is limited to an understanding of actions on a website, whilst GCM audiences are based on actual customers, of which more information is known.

In this article, we’re going to explain how to set up GCM lists, and we’ll detail our top approaches for creating extra value by using GCM, we’ll cover the ways you can use groups of existing customers and how to tailor bids and messaging to fit the audience profile. These strategies vary in focus, and maximise the potential for engagement. You will learn how to apply these initiatives to your own campaigns, and will hopefully provide you with inspiration to discover new strategies to use yourself!

How Does GCM Work?

Note – This article builds on the basics of RLSA strategies. If you’d like to learn more about RLSA and remarketing in general, please read our blog articles HERE and HERE, our experts explain how remarketing works in more detail and cover best practices from basic to advanced levels.

GCM is a powerful tool to create segments or groups of users which you think may behave differently from others. Based on the expected behaviour, you can adapt your marketing strategy through paid search to fit their level of intent (or lack of intent, as the case may be). It is the ability to define groups of users based on purchase behaviour or CRM data that gives GCM the advantage over vanilla RLSA.

Once a group of users is created, for example let’s say a list is built for ‘anyone who converted in the last 2 years’, the emails are hashed for anonymity and then uploaded into Google AdWords. Google will process the email addresses and match any that it recognises from its own database of Google Account owners. Clearly, customers with Gmail addresses are likely to get matched easily, but even if the address is not Gmail, it is possible to be linked to a Google Account, and therefore matched correctly. When searching on Google whilst logged in, Google recognises that the user is in the audience and can act accordingly, based on advertiser instructions. In this example, perhaps you want to increase bids to ensure that ads appear in top positions for your existing customers. From here on, the audience works the same as any other RLSA list.

A quick note on match rates for GCM, as this is the amount of emails which are recognised. Importantly, the match rate varies by market. In countries where Gmail adoption is higher, we also see better match rates and therefore more accurate list building. If you are finding that the match rate of your GCM lists is small, then you can split out the emails into non-Gmail addresses and Gmail addresses and use only Gmail for accurate matching.

In order to find the match rate, you need to know your total email volume before uploading, then check the list size after a few hours to see the amount which have been matched. You can work out the percentage from these two numbers.

Now that you know what GCM is and how to implement it, let’s discuss strategy next.

Top Strategies for using GCM

The sky’s the limit when splicing and dicing your email database into groups, but here we’ll focus on a few of our favourites, categorised by strategy:


  • Define tiers of customers with low return or cancellation rates and target specifically through a separate campaign.
  • Reduce bids for existing customers who have a low average basket value, these customers don’t drive profit as well as others. By investing less through PPC for those segments, you’ll increase overall profitability.
  • Depending on your profitability calculations, create 3 tiers across the range, gold, silver and bronze. Push bids appropriately, aiming for more exposure across generic keywords for the gold tier.


  • Use Similar Audiences across both text ad campaigns and shopping campaigns to target additional prospective customers. These similar audiences have a high chance of being new customers, increasing reach and acquisition.
  • When performing tests or experiments in your accounts, use GCM for split testing different audiences or use GCM as a tool to help manage exposure within the test. Taking the results and applying the benefits to other areas of the account can help increase performance and reach.


  • When subscriptions come around for renewal, or the average purchase frequency time has passed, target these users with higher bid adjustments. If potential customers are back on the market, it’s important to appear in the SERP when they are researching.
  • Create an audience of customers who have gone cold and promote a special offer to these as an incentive for re-engagement.


  • Use complimentary product information to upsell to customers who have already bought. For example, use ad text or sitelinks to promote travel insurance after they bought a holiday package, or a handbag that typically goes well with that pair of shoes.
  • By creating gender based lists, landing pages and ads can be more tailored for non-gender specific queries. Women who search for ‘clothing’ could be better directed to the women’s section, rather than the department page.

If you have any other great strategies which worked in your own campaigns, be sure to let us know in the comments!

Cropped photo of man using credit card to make payments online     +++++ Note for the inspector : Credit card is fake +++++

How to Get Customers Through The Shop Door With Google Shopping


Lower prices translate to more in-store foot traffic, but how can you make that behavior work for you on Google Shopping? By drawing on the in-depth research that we presented at SMX Seattle we can unlock the connection between price points and Shopping success.

Over the past few weeks we have been talking about the findings of our Advanced Google Shopping study, which uncovered some fantastic insights into consumer buying behaviour and how product pricing strategy plays an important part in campaign performance.  Here’s a brief recap.

66% of consumers don’t buy the product that they initially clicked on

We analyzed a dataset of more than 15,000 Google Shopping conversions across the German, UK and US markets, covering several international retailers from the fashion, sports, outdoor and luxury sectors. We looked at search queries, clicked product ads and products purchased. We found that, of Google Shopping conversions:

  • Only 34% were for the product that was initially clicked
  • 30% bought a product by the same designer, but from a different product category
  • 36% bought a product from a completely different designer

Read  the full article by Andi Reiffen (Crealytics CEO), “Can you manage your inventory with Google Shopping?”.

Understanding the link between what was clicked and what was bought is crucial in driving bidding strategies moving forward. But how much control do advertisers really have over this?


Higher priced products see a 70% drop in impressions

We also investigated the impact that changes in product price has on Google Shopping performance. We tested a set of products at a “low price” and then at a price increase of 43%, with bidding staying the same. The results:

  • Impression volume on the higher priced products decreased by 70%
  • Click volume on the higher priced products  decreased by 79%

Generally, it would be fair to expect that lower-priced products generate higher CTRs, but the difference in impression and click volume  suggests that Google is actually favouring those campaigns with products at low price points.


Read the full article, “Is price a proxy for Quality Score in product ads?” on Search Engine Land HERE.

Screen Shot 2016-08-25 at 09.02.13

What does this mean for advertisers?


This is what we know.

  • Consumers, more often than not, browse your site and buy a different product from the one that drove them to your sites.
  • Low-priced products receive a much higher impression share than those above market averages.


While there’s a historical fear that lower prices only deliver bargain shoppers and small shopping carts, our data shows that lower priced goods can be an excellent catalyst for additional business. The fact is, often the queried and clicked product is the cause of engagement, but exposure to additional choices and a well-executed customer experience can translate to outstanding value.  


Given two thirds of users get distracted into purchasing other products on retailer’s websites, advertisers can selectively use lower-priced products as entry points to gain traffic, in order to upsell /cross-sell other high-margin products.


In a continuously competitive auction, these gateway products or loss leaders can be the key to driving increased traffic via Google Shopping.

So what next?

Pricing strategy is a fertile ground to test the relationship between Google Shopping and impression volume. Retailers looking to increase market share and revenue via Google Shopping should identify which of their products could act as catalysts for increased buying behavior, bigger shopping carts and higher profitability.


Work with your product team to identify which of your items you could test as catalyst products.  


If you are a Crealytics client, then please feel free to contact your Account Manager to talk about this.


We’d love to hear your thoughts on this, so please comment below or tweet us. Alternatively, contact to talk about how we can help you with your Shopping campaigns.






Search Engine Land – Product Pricing is Key to Success in Google Shopping

Back in June, Crealytics’ CEO Andi Reiffen spoke as part of the “Mad Scientists of Paid Search” panel session at SMX Advanced in Seattle. During the session, he presented Crealytics’ latest research on Advanced Google Shopping. The presentation included some findings relating to user behavior within the channel and uncovered how much product price really impacts performance.

In our latest article on Search Engine Land,  Andi goes into more detail about pricing strategy in Google Shopping and looks at Crealytics’ client data to draws comparisons on the performance of low-cost products versus more expensive products.

Read the full article here. Don’t forget to share on LinkedIn and Twitter, where you can also ask us anything about the article and our insights.


Google Shopping is Conquering the Earlier Stages of the Customer Journey

Google have announced the beta of Showcase Ads in the US, UK and Australia. The new Google Shopping ad types, Local Inventory Ads and Showcase Ads mark the beginning of how Google Shopping will be supporting the earlier stages of the customer journey, for example when users are searching by broad terms. Instead of just showing a selection of multiple products over many retailers, the user is led to a Google-hosted area, in which more products of the same retailer, together with ratings and reviews collected across retailers, are shown. Thus, Google starts to let users explore and discover a retailer’s product offering outside of their own website.

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Retailers can significantly increase ROAS with Google Smart Lists

Google Analytics’ Smart Lists was first launched in April 2014 with the purpose of helping advertisers to simplify their remarketing campaigns and maximize conversions. Now over 2 years on, we’d like to look at whether Smart Lists are actually beneficial and in what ways can advertisers use them efficiently. To answer this we set up a test* and analysed the impact Smart Lists have on campaign performance.

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