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.
Google Shopping has been growing massively over the last two years. For some retailers, Google shopping represents over 90% of their PPC revenues already. Some advertisers have almost entirely opted out of text ads. So the questions are:
Why is Shopping growing so strongly?
Are text ads going to disappear?
What: Search, Analytics and Social Conference (SAScon)
When: 16 & 17 June
Ticket price: £295.00 +VAT
Last week I attended SAScon, a Search, Analytics and Social Media conference taking place for the 7th time and attracting over 350 digital marketing professionals (mainly senior). My aim was to get some insight into the relationship between PPC and SEO in the future and how it will be influenced by the technological innovations.
- Creativity and data in different channels
- Creative retargeting
- Social commerce
- Success measurement with alternative metrics
Most interesting speaker:
Jim Banks from Groove – talked about how PPC has evolved since its beginning, gave examples of best practices and highlighted what the focus should be in the future; including cross device tracking, the growth of Bing, social and virtual reality.
Banks also spoke about finding the “unicorn” keyword – that keyword that no one else has found, but which can become the most profitable one. He used an example relating to the increased interest in credit ratings seen online a few years ago. The unicorn keyword was “teletrack” – a large volume of users were searching for it, but hardly any advertisers thought to bid on it. It cost only 10cent. Banks said that he built his summer house off the back of this keyword.
- With Mobile continuing to grow (5.5 billion users predicted by 2020), there is increased interest in voice search. As such, the focus should be on long tail keywords – on predicting what users would ask search engines. Also, marketing efforts should be adapted to ongoing technological innovations such as virtual reality and augmented reality, which will influence customers’ online behaviour.
- Invest more in Bing and don’t just import duplications of your Google campaigns. In particular Bing Shopping Ads are growing in popularity due to the adoption of Windows 10, so there is increasing opportunity here.
Was it worth the ticket?
From my point of view, the conference had a great mixture of search, analytics and social related talks. It was interesting to hear best practices for different channels from digital marketing experts, as well as to gain insights on what the future will bring and how the industry will be affected.
Ofcom recently released their latest annual report on how people in the UK use and interact with media. It is a cornucopia of data on consumer habits and how these have changed over the past decade. In this piece I’d like to highlight some of the statistics that stood out and will be of particular interest to advertisers.
On May 16th Google started to require online retailers to embed Global Trade Item Numbers (GTINs) into their Merchant Feed. Most teams are still getting used to the operational changes this has brought. Let’s take a look beyond that. I’ll dare to make five predictions on how GTINs will drive PPC evolution:
Following up from my recent talk at SMX Munich, we have just published a new piece on Search Engine Land which discusses the possibility of managing product inventory through Google Shopping. In it we explore:
- Why Shopping is a key platform for inventory management
- If consumers buy what they search for
- What values to assign to the sale of an overstocked product
- Calculating accurate bids
We are delighted to announce that Camato for Product Ads has been shortlisted for a European Performance Marketing Award, under the Best Performance Marketing Technology category.
The European Performance Marketing Awards has revealed its shortlist of nominees ahead of a debut ceremony in Amsterdam’s Grand Hotel Krasnapolsky on July 4, co-hosted with Performance Marketing Insights: Europe.
Crealytics has been shortlisted alongside the likes of zanox, JVWeb, NetBooster, Forward3D, DigitasLBi, and many more.
The first ever European performance marketing champions will be crowned on the evening of July 4, bringing an end to day one of Performance Marketing Insights: Europe in the heart of the Dutch capital.
Until then, follow us on Twitter for updates.
Wish us luck!
What: Shift Digital – “an event aimed at the altered minds, business models, skill sets, buying habits and marketplaces driven by digital disruption – and the ensuing transformation imperative.”
When: 24-25th May 2016
Ticket price: £695 + VAT for 2 day pass
In short: Good update on status quo, a bit too ambiguous.
Last week I attended Shift Digital, a fairly small-scale event (approx 200 guests), aimed at CMOs and CEOs. From my point of view, I hoped to get the bigger picture and strategic insights into where the industry is headed.
How will it look? What are the benefits? How does this affect mobile search?
Last night, Google released a new ad format dubbed Expanded Text Ads. The new format is being rolled out following the removal of text ads in the right hand side bar.