crealytics' PPC Blog

The place to be for paid search and Google Shopping

Why Lifetime ROI is the only metric that (really) matters in search marketing

Why Lifetime ROI is the only metric that (really) matters in search marketing

It can be tempting, when measuring the success of your search marketing campaigns, to judge them based simply on your Return on Advertising Spend (ROAS). Or, you might want to concentrate solely on winning new customers and measure your campaign success by cost per new customer or just the number of new customers.

But, we think the true value of your campaigns is slightly more complicated. Gaining lots of new customers might sound great, but they can be very expensive to attract. And let’s not forget about returning customers. Sure they may not spend as much per purchase as new customers, but you wouldn’t want them buying a competitor’s product.

To truly understand, and be able to optimize, the value of your search marketing campaigns, you need to calculate the Lifetime Return on Investment (ROI) of each market or campaign. Lifetime ROI is primarily driven by two factors:

  • Expected market specific lifetime values (Customer LTV)
  • Campaign efficiency based on marketing investment (ex. ROAS)

A unified approach is essential to know how much you should be investing in retention vs new customer acquisition. Let’s look at each of those factors, in turn, starting with Customer Lifetime Value (LTV).

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Three consumer trends affecting your AdWords performance and how to make the most of them

Understanding the buying behavior of your customers is crucial if you want to attract them to your products and make sales. This is as true online as it is in the store – especially when it comes to optimizing your AdWords campaigns. In retail, it’s all about timing. By analyzing the right data, you can make smart decisions about when you should present the right messages to your potential customers.

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International Fashion Trends + Search: Nuances mean Everything

(Header image courtesy of
  • Managing shopping campaigns across international markets not only highlight differences among brand, category and color preferences, but also nuances in search queries and consumer behavior.
  • Standardizing search campaigns across multiple markets without regards to local trends means you are likely missing out on significant pockets of performance growth.
  • The UK, French, and German markets run fairly similarly, but the US tends to follow it’s own trends and behaviors.


It’s no secret that the millions of fashion related shopping queries being typed every day into search engines like Google or Bing carry insights about current fashion trends. Coming from all over the world, these queries also carry nuances on cultural preferences, providing learnings on population behavior, macro- and micro-trends, and local fads.

Online marketers know that taking into consideration these aspects when building out their campaigns can have a significant impact on performance, especially when managing accounts for different markets.

With this analysis, we aimed to understand how differences in international markets translated in preferences for color brand and products and how marketers can best adapts their campaigns to capture consumers’ interest and demand.

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What We Learned: A Day At SMX East

Shopping – filter like your coffee depends on it!

Last week at SMX East I was able to watch as one of my favorite minds in the industry, Kirk Williams of Zato, offered his ideas, best practices, and opinions on the state of PLAs and Shopping search.  It was a fascinating session, full of great energy and equally great ideas.  

It’s no surprise to those that use our Camato Shopping Platform to learn that people clicking on Google Shopping ads are already all the way down in the search funnel. That’s why last click performance is so high and many advertisers allocate the major part of their PPC budget on Google Shopping.

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5 Tips for Running Promotions in Paid Search

Properly promoting sales offers both opportunities and challenges to PPC teams. They are a great way of attracting new customers and revenue, however when improperly managed, promotions can result in a lot of wasted spend. Useless traffic and high CPCs, combined with lowered margins can lead to losses. So, when approaching promotions, keep the following in mind:

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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.   

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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.

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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.  

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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.

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