Crealyitcs Insights


Break down silos in ecommerce to drive performance

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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Feed Title Changes: A Complete How-To Guide

Our goal: Maximize traffic by integrating high-potential search queries into your product feed titles.

 

Why change product titles?

In early tests, we saw that adding the correct term to your product title can lead to massive uplifts in traffic:

Which kind of queries actually work?

To find out more about the impact of title changes, we conducted a series of further tests consisting of 3 strategies:

1. Unrelated Terms: Terms with volume on Google, but no relation to the product – which therefore don’t show up in product titles

2. Existing Queries: High-traffic Shopping queries that aren’t included in titles

3. Under-represented Queries:

(a) “Low share of voice” Shopping queries that aren’t included in titles and could get more impressions according to market size

(b) Text Ads Queries: Terms that work well in Text Ads but don’t receive Shopping traffic

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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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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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Less than 20% of shoppers buy the item they clicked on

Less than 20% of shoppers buy the product they click on

Fashion is unpredictable. And people who buy designer brands are even more so. Current trends, product prices, and the number of available products all influence the decision making of online shoppers. Because of their unpredictability, they might start their search with a certain designer-branded item in mind and wind up with something else entirely.

Obviously, a customer’s online behavior has a strong influence on your PPC account performance, and you likely rely on that information to help make important business decisions about which products/categories to focus more on to boost KPIs.

We looked at search queries, clicked text/product ads and products purchased for various international markets and analyzing a dataset of more than 200,000 conversions from Google Shopping and Search.  We needed to find out just what the heck was going on.

And this is what we found….

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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 http://wondagirl.deviantart.com/)
  • 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.

Introduction

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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Search Engine Land – Product Pricing is Key to Success in Google Shopping

Back in June, Crealytics’ CEO Andi Reiffen spoke as part of the “Mad Scientists of Paid Search” panel session at SMX Advanced in Seattle. During the session, he presented Crealytics’ latest research on Advanced Google Shopping. The presentation included some findings relating to user behavior within the channel and uncovered how much product price really impacts performance.

In our latest article on Search Engine Land,  Andi goes into more detail about pricing strategy in Google Shopping and looks at Crealytics’ client data to draws comparisons on the performance of low-cost products versus more expensive products.

Read the full article here. Don’t forget to share on LinkedIn and Twitter, where you can also ask us anything about the article and our insights.


Google’s eCPC Can Solve All Your Bidding Problems – Or Can It?

Over the past couple of months we’ve been testing Google’s flexible bid strategy ‘eCPC’ –  or ‘Enhanced CPC’ –  with our clients to discover which strategy works best for which kind of account and in which circumstances. This method allows Google to increase your bid by up to 30% or decrease it by up to 100% in each auction depending on the likeliness of a conversion. Factors that are taken into consideration are real-time details such as browser, location, device and time of day. By activating the eCPC Google claims that you can achieve more conversions at a similar or even better CPO.

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