crealytics' PPC Blog

The place to be for paid search and Google Shopping

Numbers aren’t everything: How to find the right Attribution Model for you

Accurately attributing sales to your marketing activities is one of the most important – and difficult – jobs of a Digital Marketer. There are so many paths a customer could take to reach your purchase page, and not all of them are easy to measure.

Even if you just focus on the digital channels (because they’re easy to measure), the raw numbers don’t always tell the whole story. Sometimes you have to dig a little deeper to get to the truth.

Take one of our clients for example – a high-end, one-brand, designer furniture retailer.  As you might expect, their website isn’t selling products one buys on impulse. Instead, conversion paths are extremely long, with over half of all traffic coming from Paths with 6 steps or more.

Now, these guys had a pretty young account and it was growing rapidly. To make sure they invested their money in the right places, they needed us to assess the optimal spend for different channels. What we found, was that the performance reported on Non-Brand Text Ads (AKA “Generic Search”) seemed extremely poor at face value.

That seemed a bit strange to us, so we assessed the conversion paths and tested different attribution models in the Analytics Attribution Modelling tool.

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Why we prepare for Valentine’s Day and you should too

The day of love and romance is not just for those planning on giving a gift to that special someone. It’s also a big day for ecommerce in general. As Valentine’s Day’s reach grows, there’s a lot of money waiting to be earned. In America last year, 28% of all Valentine’s Day gifts were purchased online. If you’re in the retail business, you don’t want to miss out as people continue to spend more on Valentine’s Day every year!

While consumer spending on Halloween surpassed Valentine’s Day in 2016, it still holds a strong fourth position for highest spending day of the year. To be a bit more precise, people in the United States spent an average of $147 each on Valentine’s Day, with men’s spending being almost double that of women’s.

When it comes to search behavior, interest begins to really pick up at the start of February. We also see that sales peak on February 7th and 11th. So you want to make sure you have everything set up by then at the latest.

Unsurprisingly, the categories most affected by Valentine’s day are gifts, flowers, chocolate and jewelry. We gathered trends regarding traffic spikes, search volumes and conversion probability by analyzing our internal data pool from 2016, as well as Google’s keyword planner. If you’re advertising in one of these areas you should definitely check whether you’ve got everything covered.

We also analyzed the US, UK and German markets for differences in search behavior. Our goal was to help you figure out the unique cultural differences you need to take into account when dealing with different countries.

Here are our recommendations for making the most out of the Valentine’s Day uplift:

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10 Google Shopping best practices

10 Google Shopping best practices to start doing in 2017

A New Year means a new chance… to get the best performance out of your Google Shopping ads.

2016 was the year Google Shopping overtook traditional Text Ads in terms of ad spend. In 2017 you can expect Google to invest heavily in Google Shopping. That means bigger, more prominent Shopping Ads and the sunsetting of Standard Text Ads.

So, if you haven’t optimized your Shopping Campaigns yet, now is the time to start! Make 2017 the year you increase efficiency and start reaping the benefits of Google Shopping.

To help you, we collected the top 10 areas that have the biggest potential to boost your Google Shopping performance.

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Farewell standard Text ads!

As of the January 31st, standard Text Ads will be no more.

According to GoogleAfter this date, you’ll no longer be able to create new standard text ads. Existing standard text ads will continue serving alongside expanded text ads and responsive ads.

Instead, Google Text Ad users will have to choose between Expanded Text Ads and Responsive Ads.

What does this mean?

  • Ads are bigger, pushing organic results further down the page
  • Ads are more unified across devices (Mobile/Desktop) – Ads can’t be “mobile preferred” anymore
  • Ads are more dynamic – Google can now play around with the Headline order

It also means that if you are in a heavily regulated industry, you need to watch your character limits closely. Your ads can get cut off even if you are within the character limits.

Google stated that not going for more than 33 characters across H1 and H2 will stop truncation in basically all instances, that is a very tight limit. Truncation can be a serious problem in general for many retailers because the limit is a pixel width rather and a number of characters and the pixel width available depends on the platform/browser size. Hence, what might look fine in Preview or when you test yourself could get truncated in other situations.

Recommended: Expert predictions for 2017

Speak your customer's language with Feed Title Optimization

Speak your customer’s language with killer Product Titles

What’s in a name?

Well, unfortunately, when it comes to paid advertising a rose by any other name does not smell as sweet. Sorry, Shakespeare.

In the world of Google Shopping, the name you give your products in your product feed is quite possibly the most important thing you can do to ensure a good ROI. Not only do your Product Titles help Google decide whether or not your product is relevant to the search query, but they will also entice more shoppers to click on your product.

Providing all the required data in the right format according to Google’s product data specification is mandatory, of course. But, to really make the most of Google Shopping, you need to start speaking your customer’s language.

What do we mean by that? Well, we did some testing to see just how much Product Titles effected performance and what sort of language works best.

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Omnichannel Tracking

Track your Omnichannel sales with these simple solutions

Omnichannel has become one of the hot buzzwords in the retail sector for 2017. Shopping is supposed to be one seamless, immersive, interactive experience. One where the lines between digital and physical are blurred.

It sounds great. A shopping Utopia. But what does it mean in real terms?

Last December, we laid out some best practices for setting up your Omnichannel strategy. And today, we’re going to show you how to track your marketing campaign success across all those different channels.

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Start your 2017 Paid Campaigns off right

6 Things you should do to give your Paid Campaigns a fresh start for 2017

New year. New you.

The start of a new year isn’t just a good time to give yourself a fresh start. It’s also the perfect time to reset your paid campaigns and do all the little optimizations that sometimes fall by the wayside during the year.

New year. New campaigns.

Just like with your personal New Year’s resolutions, the best way to whip your Google Shopping campaigns into shape is to look back at how they did in 2016 and adjust accordingly.

Here are the top 5 areas to review and what to do to unlock their potential for 2017.

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Google Shopping Experts on what to expect in 2017

2016 may not have been a great year for everyone, but it was a heck-of-a year for Google Shopping.

Retailers spent 56% of their ad spend on Google Shopping last year, meaning Shopping finally outpaced traditional Search ads in terms of spending in the US and UK.

Google overhauled the Merchant Feed Center and updated the Feed Specifications to include Unit Pricing, Color and Size, and GTIN. They also set a minimum image size requirement and increased the maximum Product Feed file size from 1 – 4GB.

Shopping ads began appearing as part of image searches. Local Inventory Ads got an update to allow for in-store pickup. Google started including a currency converter to make it easier for shoppers looking to buy products from another country. And the launch of Customer Match finally allowed retailers to target Shopping ads to segmented lists.

So, what can we expect from Google Shopping in 2017? We asked a load of Google Shopping experts that very question, and here’s what they had to say…

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Guide to bid management in google shopping

Guide to Bid Management in Google Shopping

How much should you bid in Google Shopping?

This is one of the most important questions digital marketers face when managing any PPC campaign. Bid too low and your products won’t get chosen. Bid too high and you’ll waste money on irrelevant traffic that doesn’t convert.

Striking the right balance in bidding is essential to the success of your Google Shopping campaigns. Good Bid Management in Google Shopping is all about making Bid Adjustments – increasing and decreasing bids with a focus on optimizing performance.

In this post, we’ll show you how to adjust your bids to increase quality traffic and maximize ROAS.

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The Holiday Shopping Trend you're missing out on

The surprising holiday shopping trend you’re missing out on

We used to think that after the rush of the Christmas period, online sales would take a massive dip. Traditionally, while traffic remained high over the week between Christmas and New Year, Conversion Rates (CR) were low. With the Christmas peak over, it seemed like people were through spending money for the year.

Not anymore!

Over the past few years, as the popularity of ‘e-gifting’ and post-holiday sales have grown, people have started using this time to spend all those shiny gift cards they got for Christmas. All this added traffic means your online ad performance can actually be quite profitable.

To help you make the most of this – usually slow – period, we’ve analyzed user behavior over the past three years across the UK, US, France, and Germany. Specifically, we looked at Brand performance data because traffic isn’t influenced by bidding and budget, but by user behavior alone.

The results were pretty interesting!

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