crealytics' PPC Blog


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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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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


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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