crealytics' PPC Blog


The place to be for paid search and Google Shopping

How competitive intelligence can maximize your ROAS

Digital advertising spend in retail eclipses all other industries, but at such a substantial cost, everyone selling online wants to know how they can boost their return on ad spend (RoAS). eMarketer reported in 2016 that retailers spent $16 billion on paid digital advertising and forecasted that figure would jump to $23 billion by 2020.

Marketers in retail have a wide range of responsibilities to get customers in the physical or virtual door, such as driving brand awareness, customer loyalty, and retention. The role also covers increasing website and in-store traffic and multi-channel growth. Not to mention, development and management of best-in-class eCommerce and integrated marketing strategies that increase the retailer’s digital footprint.

All of these central tasks that make up a marketer’s role in retail all boil down to traffic and conversions. The questions that keep retail marketers up at night include: are we getting enough traffic to hit our sales and revenue projections? If not, how do we drive more people to our stores and website to buy? Digital advertising helps with this, but with the massive amount retailers are pouring into ads, maximizing the return on that ad spend is only half of the challenge. The other side is from a competitive intelligence standpoint. All retail marketers should ask themselves often: do we have a good idea of what our true tier one competitors are doing from a marketing perspective?

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3 Best Practices for Dynamic Remarketing Ads

With Audience Targeting dominating the foreseeable future of Search Engine Ads, familiarizing yourself with Retargeting Options may be useful. Dynamic Remarketing Ads can massively improve your performance by allowing you to help build leads and sales by bringing previous visitors back, who may have left at different stages of the transaction. Before we get to some of the best practices for utilizing Dynamic Remarketing Ads, let’s take a step back, and recap what they are.

What are Dynamic Remarketing Ads?

Since the release of Dynamic Remarketing Ads back in 2013, marketers are able to re-engage with former site visitors with highly customized ads displaying the same and/or similar products they previously looked at. The aim, of course, is to convert them into customers.

So, while prospects are still in the early stages of their purchase, you get to continue engaging with them with tailored messages.

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eCommerce Café: Paul Shapiro

Paul is considered one of today’s most notable experts in the SEO world, and as Director of Strategy and Innovation at Catalyst, he regularly shares his key findings at events, webinars, and his blog. We were lucky to catch him at SMX Advanced and hear how he is leveraging data to surge ahead in his digital strategy.

 

Direct Link

For more, follow Paul at @fighto, or check out his personal blog at searchwilderness.com

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Five Questions to Help You Navigate the Social Trifecta

If you’re in digital marketing, you know about it. If you’re a marketing diva, you probably named it. The Social Trifecta.

 

Cue the lights! And the trumpet players.

The social trifecta is the convergence of three entities within Social Media: Owned, Paid, and Earned. To be clear, this triad is not new; Kirk Cheyfitz prophesied the impact of all three back in 2010…and well, per usual many things have changed since then. According to Gartner, “Eighty percent of social marketers surveyed say they have or will have social advertising programs, and nearly two-thirds will have employee and/or customer advocacy programs in place within 12 months [October 2017],” pointing to a prompt adoption rate and crossover from Owned to Paid and Earned.

 

Even so, social media advertising itself has grown by 185% over the last year, a never-ending proliferation in media and a clear indication all entities must be intertwined to successfully master your brand’s social media strategy. We now find ourselves with an infinite combination to circulate across across each channel. Yes, omnichannel has further widened its lanes and added a roundabout or five.

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eCommerce Café: Andy Taylor

At SMX Advanced, we spoke with Merkle’s Assistant Director of Research Andy Taylor, who also spoke on the Mad Scientist panel with our founder Andreas. Catch the full interview behind the scenes, where Andy weighs in on the future of Google’s roadmap, KPIs to prioritize, and the reality behind agencies in the SEM industry.

 

Direct Link

For more, follow Andy on Twitter at @PronouncedAhndy.

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The Key to Good Feed Management

So, you have this fantastic e-Commerce website and are ready to drive some customers that are in search of the products you sell using PLAs, but how do you get started?

Lucky for you, the powerful information that fuels your website with products can be repurposed to drive qualified traffic to your site through PLAs. And it all starts with a data feed of your products.

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eCommerce Café: Frederick Vallaeys

Last month  we attended the SMX Advanced conference in Seattle…meaning we also had the pleasure of digging into the state of Product Ads and eCommerce with Adwords evangelist and Optmyzr CEO, Frederick Vallaeys. Check out the full interview below.

Direct Youtube link.

To stay tuned with Frederick, follow him on Twitter, @SiliconVallaeys.

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Bridging the gap between Marketing and Merchandising

Some may call the concept of the 4Ps of Marketing – Product, Price, Place, Promotion – outdated, but every iteration that adds more complexity to the Marketing concept just reinforces how crucial it is that these four elements work together.

However, what the 4Ps comprehensively describe as Marketing goes way beyond what your typical operational ‘marketing’ department covers. Most everyday marketing teams focus on the Promotion-P, be it media buys or digital advertising or something similar.

The CMO’s task then is to bring together the other three Ps into a holistic approach to Marketing. Two Ps that have stratified out into their own distinct departments are Merchandising (Placement) and Buying (Pricing). The final P – Product – is generally determined by your company, though in market-oriented companies the CMO would have a say on the product-market-fit.

Merchandisers – guardians of the Placement-P, ensure that products appear in the right store/website, at the appropriate time and in the correct quantities. Similarly, the Pricing-P is typically covered by a specialized buying department, sourcing and pricing goods in close cooperation with merchandisers.

Because of these silos, Marketing is not as homogeneous on the working level as the CMO’s overall responsibility might require and the usual communication letdowns and friction losses that happen between any two departments will inevitably occur.

In this post, we’ll discuss the steps CMOs can take to help bridge the rift between everyday Promotional Marketing and Merchandising/Pricing.

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Get the product price right for Google Shopping

New Crealytics feature: Price Advisor

Google Shopping takes product price transparency to a new level. Unsurprisingly, people tend to click on the cheaper product when the same product is sold by multiple retailers. This human tendency, means that Google’s learning algorithms will often surface the cheapest products first even if they don’t have the highest bid.

The result, is that if you sell the same brands or products as someone else, where your product price falls in relation to your competitors, heavily influences your traffic and conversion volumes. Product price becomes, next to the bid, the most important factor to attract shoppers on Google Shopping.

Right Price.png

Which product variant is a shopper more likely to click?

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How to determine price competitiveness in product advertising

As we covered previously, how your price compares to that of your competitors has a huge impact on the success of your Shopping campaigns. Price your products too high and Google will display them lower in the paid results or refuse to show them at all. Price too low, and you lose margins – a race to the bottom is never fun.

The key to a good pricing strategy is to identify a few high-impact products and make sure that they are priced correctly within the competitive landscape. To do this, you’ll need a way of measuring how pricing affects your Product Advertising efforts on Google Shopping.

Focus on products with a lot of impressions, since these products play a huge role in acquiring new shoppers, a few key price adjustments can have a dramatic effect. Sounds simple in principle, but the reality is slightly more complicated.

Here’s how you can identify which products you should be monitoring, how to do that monitoring at scale and how to derive actionable insights from the data you collect.

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