crealytics' PPC Blog


The place to be for paid search and Google Shopping

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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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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Looking Forward: SMX London 2017

It’s funny to think merely a month ago, we were in San Jose for SMX West and that in just a few short weeks, we will be in the world’s #1 financial center for SMX London. Despite this, we can hardly contain our excitement, as we quickly learned these two days are a compulsory double shot espresso of all the must-knows and how-tos in AdTech. At the conference, we felt a resonating buzz—the enthusiasm to join heads with others from vastly different backgrounds, yet equally passionate (and eager to share!) about search. It would be an understatement to say we had a hell of a time sharing insights with some of the most knowledgeable experts in SEM, on the hottest topics of this year.

….which we’d like to share with you! To get an overview of the highlights, check out our SMX West recap, where our CEO Andreas Reiffen sat down with Kirk Williams, Elizabeth Marsten, Brad Geddes, David Szetela, Todd Bowman, Purna Virji, and Matt Van Wagner to dive into their world of PPC.

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Crealytics eCommerce Café: Kirk Williams

At the SMX West 2017 Conference in San Jose, we had the opportunity to interview Kirk Williams, Owner of ZATO Marketing, about the current and upcoming trends in all things SEM. Full interview, below.

Youtube link 

If you’re interested to hear more from Kirk and what he’s up to at ZATO, check out @PPCKirk

Stay tuned for more Crealytics eCommerce Café, as we will be at SMX London, May 23-24.

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Crealytics eCommerce Café: Elizabeth Marsten

At the SMX West 2017 Conference in San Jose, we had the pleasure to chat with Elizabeth Marsten, Sr. Director of e-Commerce Growth Services at CommerceHub, about the current and upcoming trends in all things SEM. Check out the full interview below.

Direct Youtube link.

To stay tuned with Elizabeth, you can follow her on Twitter, @ebkendo.

We will be at SMX London, May 23-24…more chats to come!

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