crealytics' PPC Blog


The place to be for paid search and Google Shopping

3 Best Practices for Dynamic Remarketing Ads

With Audience Targeting dominating the foreseeable future of Search Engine Ads, familiarizing yourself with Retargeting Options may be useful. Dynamic Remarketing Ads can massively improve your performance by allowing you to help build leads and sales by bringing previous visitors back, who may have left at different stages of the transaction. Before we get to some of the best practices for utilizing Dynamic Remarketing Ads, let’s take a step back, and recap what they are.

What are Dynamic Remarketing Ads?

Since the release of Dynamic Remarketing Ads back in 2013, marketers are able to re-engage with former site visitors with highly customized ads displaying the same and/or similar products they previously looked at. The aim, of course, is to convert them into customers.

So, while prospects are still in the early stages of their purchase, you get to continue engaging with them with tailored messages.

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The Key to Good Product Feed Management

So, you have this fantastic e-Commerce website to sell your products on, but you are also want to sell your products to buyers through the PLAs (Product Listing Ads). How do you get started?

Lucky for you, the technology that manages the products on your website, can usually be repurposed to drive buyers to your site through PLAs… and it all starts with a product data feed.

Getting a Data Feed & Managing it

Many e-Commerce platforms have ways to create an export feed of your product data. Some of the most popular platforms can even send product feeds directly to the marketing channel where you want to advertise your products. This isn’t always recommended because your products need additional valuable data that is not automatically included in the feed. Including this additional data will benefit the marketing of your products.

As far as managing your feed is concerned, make sure to send your product feeds regularly, otherwise, you may be paying for traffic for products that are out of stock, or you may miss out on advertising the newest products listed on your site.

This is where feed optimization comes into play.

Importance of Feed Optimization

There is much to be said about feed optimization & channel specific feed optimization, but for sake of time we’ll let you in on a few of the key optimizations ideas to enhance your feed.

Firstly, having unique keyword-rich titles are essential to matching your target audience search queries to your products. Check that your product titles have nouns that accurately and completely represent each product. For example, when navigating on an apparel website to a shirt page, the page data would not necessarily include ‘shirt’ in the title because you navigated to the shirt page through the breadcrumbs. So, including “shirt” in the product feed title will help increase the relevancy of the product to search queries.

Secondly, we’ve seen numerous feeds with either incorrect or missing data. This makes categorization complex and arduous. So, merchant’s will use a more generic categorization instead of the more granular category. The more granular/accurate the categorization, the better.

Lastly, if advertising on Google or Bing, review how you are managing the bid optimization of your campaigns. You can logically group and segment your products in the feed, and then bid based on these groupings. For example, if you group your products in your feed by ‘product_type’, then you can apply different bid amounts to each product type, giving you more control over how much you want to spend on bids, This should positively affect performance. Through the product feed, you can also create custom labels. Custom labels can be used to further segment data to improve performance. Examples of custom labels – by seasonality, margins, pricing buckets, performance groupings, and more.

Common Feed issues

Through the years, we have seen a wide variety of feed related issues. Some are based on data availability, while others may be based on ability to pull the data from the sources  i.e. from the website, business intelligence systems, or merchandising systems.

Here are some examples of issues we run across:

Feed Formatting

Each marketing channel has specific formatting requirements. If the feed doesn’t include all the channel’s requirements, then some of the products may not be displayed.

HTML characters

You may have seen weird characters such as ‘®’ or HTML characters on web pages. These can lead to confusion and just plain look bad.

Missing & Incomplete Data/ Multiple Data Sources

This is one of the most common problems, that we can spend hours talking about. Top reasons for missing & incorrect data: human error;  multiple data systems not talking to one another about a product; unavailable fields in any of the sources. This reinforces that sometimes, it is necessary to compile your product feed from multiple sources.

Missing Nouns

This is another common issue. As discussed above, the product title sometimes misses a noun because of the website structure. It is extremely important in the feed to have robust, keyword-rich titles.

About Feedonomics

Feedonomics is a software solution that can correct the above common issues and enhance a merchant’s data feeds with speed and at scale. Whether you have a handful of products or millions of SKU’s, we can help you. We have a team of analysts ready to manage and optimize your feeds and significantly enhance your online marketing efforts.

Feedonomics is committed to simplifying eCommerce with expedited and optimized feed management and delivery. Born in the cloud, tested and tweaked in the trenches, Feedonomics solves the technical, usability, and pricing problems of existing alternatives. It supports all major search engines, shopping platforms, and marketplaces in the industry. Feedonomics services a variety of verticals such as eCommerce, hospitality, travel, and job boards.

Learn more about Feedonomics


How to determine price competitiveness in product advertising

As we covered previously, how your price compares to that of your competitors has a huge impact on the success of your Shopping campaigns. Price your products too high and Google will display them lower in the paid results or refuse to show them at all. Price too low, and you lose margins – a race to the bottom is never fun.

The key to a good pricing strategy is to identify a few high-impact products and make sure that they are priced correctly within the competitive landscape. To do this, you’ll need a way of measuring how pricing affects your Product Advertising efforts on Google Shopping.

Focus on products with a lot of impressions, since these products play a huge role in acquiring new shoppers, a few key price adjustments can have a dramatic effect. Sounds simple in principle, but the reality is slightly more complicated.

Here’s how you can identify which products you should be monitoring, how to do that monitoring at scale and how to derive actionable insights from the data you collect.

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Go Beyond Standard RLSA lists

Remarketing Lists for Search Ads have always had an important role in the optimization process ever since their release in 2012. Every PPC manager worth his salt, has spent many an hour playing around with list definitions and using them as a bid modifiers.

As marketers, those lists make our lives a whole lot easier. Not only are they a powerful opportunity for segmenting, they also provide a rare optimization element whose borders we can define and refine to our heart’s content. We can add, exclude or create combinations of lists focused on specific behaviors and use them for our ads as long as the number of the users in the lists reach 1000 for 30 days (with a few policy limits).

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Benchmark your Google Shopping Remarketing Performance with this simple script

Remarketing Lists for Search Ads (RLSA) and Customer Match have been proven to drive incremental revenues of 18% or more.

At Crealytics, we’ve seen many accounts and we developed a few rule-of-thumb benchmarks that give us an idea of how much potential we can unleash by fine-tuning the Remarketing strategy – be it via RLSA or Customer Match.

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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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A printable cheat sheet to essential RLSA and Customer Match audiences

Remarketing Lists for Search Ads (RLSA) and Customer Match have proven to drive incremental revenues of +18% and more, all while keeping ROAS stable.

One important key to making Audience Remarketing for Google Shopping work is to know which essential audience lists you should define and use.

At Crealytics, we’ve analyzed and optimized many Google Shopping accounts. As a result, we’ve developed a checklist that contains the most important RLSA and Customer Match audiences we typically create and optimize.

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Understanding audience targeting tools and when to use them

The world of paid search is shifting. Advertisers are slowly moving away from targeting search queries to targeting audiences.

It’s not about just showing the right ad anymore. You need to show the right ad to the right user.

In order to take full advantage of this shift, you need to know

  1. Where is the user in the conversion funnel?
  2. What audience tool targets the right kind of user?

This article will walk you through the different audience tools available and how you can use them to reach the right customer at the right time.

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How to make most of Audience Remarketing using RLSA and Customer Match on Google Shopping

The customer journey has become more and more complex. People tend to navigate between Google and a retailer’s website multiple times before they convert. According to our analysis, 46% of Shopping ad conversions have three or more clicks through to the retailer’s website from Google Shopping. Which makes it essential that you keep your brand front and center in the customer’s mind each time they search.

The good news is, Performance Marketers can act on this customer journey using Remarketing List for Search Ads (RLSA) and Customer Match. These tools make it possible to bid differently on shoppers who have interacted with your website and are searching for something relevant on Google again.

Crealytics A/B tests on the incrementality of Audience Remarketing have shown that bidding higher on people deeper in the conversion funnel drives incremental revenues of around 18% or more.

Done right, you’re not just making the sales you would have made anyway with a higher price bid, you’re actually increasing the number of sales generated by targeting highly relevant shoppers.

Take Audience Remarketing to the next level

Google Shopping is ideal for running Audience Remarketing at scale. This two-minute video provides you with an overview of how we bottled up the combined experience of our PPC experts at Crealytics into an automated solution that lets you leverage the full potential of Remarketing.

Crealytics customers have been able to benefit from the Audience Remarketing optimization since April 2016. If you have any questions, thoughts, comments or just want to chat about RLSA, feel free to reach out to your Crealytics account manager to discover more.

Not a Crealytics customer yet? To learn more about how our Smart Shopping Automation tool can help you get the most from your campaigns, get in touch with us on hello@crealytics.com and we’ll be more than happy to tell you all about it!

How are your RLSAs doing right now?

To make it easy to evaluate the current state of your Audience Remarketing Google Shopping campaigns, we’ve put together these resources designed to help you check this task off your list.

More on RLSAs

For more on how to make the most of your audience lists, check out these other great resources.


How to find the mistake in your Google Shopping account

Has the performance of your Shopping campaigns ever changed suddenly with no obvious cause?

If it has, don’t worry. You’re not alone. As a campaign manager, you probably do multiple adjustments a day, many of which won’t show their whole impact for several days. So when something goes wrong, you might need to do a little digging into your performance to spot the mistake and solve the issue.

Here’s how to systematically check your account and find the problem:

Do you have a disapproved Shopping feed or products?

The first step when you see a big performance change in your Shopping campaigns is to log into your MerChant center and use the diagnostics tab. Check to see if there are any disapproved accounts, feeds or items and make sure that all your products are included in the feed and ready to serve.

Are there wrong negatives attached?

If there is a massive change in the overall amount of impressions your account is receiving or if you see search terms in product groups where they shouldn’t be, you may have the wrong negatives in place.

In any case, it’s good practice to review your negatives regularly to ensure you don’t have seasonal negatives place or have excluded profitable search terms.

Do you have the right priorities in place?

If you use our query-level campaign segmentation method to filter your traffic into the right campaign for the right bid, you should check that your traffic split is working. Google always serves the highest priority first, so getting this right is essential.

Check change history for major changes

If your performance change is based on settings and not linked to disapprovals, check the change history for the timeframe when the performance change occurred. Using this information, you can investigate which change might have caused your issue.

You also can compare the performance on an hourly basis to pinpoint exactly where things may have gone awry. Go into the dimension tab and chose the view “Hour of the day” compared to the day before. You’re looking for bids that have been decreased or increased heavily or some other setting change like an added/removed RLSA bid modifier, Device modifier, etc.

Is there an external factor?

Performance changes aren’t always due to something going wrong within your AdWords account. External factors can also have a big impact.

  • A competitor starts offering the same product at a cheaper price or is running a special sale that includes this product.
  • A top selling product runs out of stock and you can’t serve your performance driver.
  • Something in the market changes and there was a decrease in requests for the corresponding product.
  • Google releases an update or changed the format.

This illustration demonstrates the internal and external effects that can influence your account`s performance.

Avoiding problems before they happen

To avoid poor performance, you should check your Merchant Center at least once a day to check for disapproved ads. We also recommend you setup email alerts within the AdWords interface to be instantly informed about big performance changes.

To preserve your sanity, don’t do any intense bid management tasks on Friday or before you go on vacation – you don’t want to be tracking the impact of your changes at the weekend!

Last but not least, in order to accurately attribute performance changes to the right factor, it’s important that you don’t make too many changes at once.

What other factors do you think contribute to campaign performance problems? Let us know in the comments below!