Crealytics Insights

Break down silos in ecommerce to drive performance

Basics to Brilliant: Futureproofing eCommerce with CLV bidding

- Madeleine Bitsch
customer lifetime value

Basics to Brilliant: Futureproofing eCommerce with CLV bidding

Ideas and best practices move fast in search marketing. Yet one boasts some serious staying power. Customer Lifetime Value (CLV) remains the best metric to understand the overall impact of your performance advertising campaigns.  If you don’t already, CLV should be the KPI you aspire to as a retailer. Optimizing paid search campaigns for CLV helps retailers to future proof their profits. It reflects long-term investment and growth strategies; both in customer acquisition and marketing budgeting. At Crealytics, we’ve been incorporating CLV into our optimization strategies for over 10 years. We discovered that advertisers who focus on long-term revenue goals make about five percent more revenue in the first 12 months, and can triple that number when they look over a longer time horizon.

What is Customer Lifetime Value?

Customer Lifetime Value is a performance measurement metric. It takes the acquisition of new customers into account – and values the future profits they generate alongside the initial cart value.

But understanding CLV isn’t the same as incorporating it into your search marketing campaigns. Whether it’s due to data availability, organizational roadblocks, or short term priorities, plenty of eCommerce companies still opt for more traditional, short-term metrics. In this article, we’ll discuss overcoming these challenges and the four steps retailers must ascend on their path to CLV-based bidding. We’ll also learn why CLV trumps COS (cost of sale) or ROI-based measurements and how it influences bid management differently from a COS-based model.

Not all performance marketing metrics are created equal. Here’s why:



1: Measuring performance on a cost-per-order basis

Cost-per-order (CPO) forms the lowest rung on the metrics ladder. It measures the total cost associated with generating a single purchase, but fails to inform users of vital data points. Retailers can use it to understand the cost effectiveness of their marketing efforts. However, they still won’t know any of the revenues associated with each sale. Let’s take a CPO of $60. This would be perfectly fine for a TV worth $800. However, it would be a disaster if the item sold was a dress for $40. As an advertiser, if you sold 20 dresses but only two TVs, a CPO-based model would allocate more budget toward the dress!

2: Measuring performance based on cost-of-sale (COS)

Slightly higher up the chain comes COS (or Return on Ad Spend). Factoring in revenues unlocks a little more accuracy for retailers, who can calculate the relation between revenue and costs as a result. Decision-makers can at least optimize their campaigns based on past revenues. Because the revenue from the television sales vastly trumps that of the dress, retailers would allocate more budget to that campaign and away from the dress.  But we still don’t really understand what role search marketing had in acquiring new customers or in driving profit.

3. Return on Investment

This metric delivers a healthy advantage over companies that use CPO and COS. Retailers who do so know not only their order and revenue, but the margins involved too. ROI calculates the exact profit at the time of order: the margin that remains after returns, cancellations and cost of goods sold (COGS). During sales periods, retailers might lower prices to a negative margin (in order to beat their competitors). If they sell a TV at a margin of $-50, but their dresses still have a positive margin of $10, they can still allocate budget towards the dresses despite an initially lower revenue. This model offers a healthier way of looking at search, but only provides a view on a per-transaction basis

4. Customer Lifetime Value

Optimizing for profitability in the here and now is one thing. But retailers that optimize for CLV add in an estimation of what profits may be generated in the future. Say a retailer’s dresses attract more new customers than shirts. Even if the shirts have slightly higher margins, more budget will be allocated to dresses. Why? Because the profit generated through dresses over the next 12 months will be higher than the profit generated through the shirts.

COS wrongly portrays a picture of profitability. ROI shows actual profitability but only at the time of the order…


The COS metric can be misleading

How does Customer Lifetime Value Work?

One of the reasons CLV works better than its predecessors stems from its focus on New Customers. Accounting for the acquisition of (and future profits from) this group helps retailers stand out from the crowd. Why New Customers? Because on average, new customers generate more profit than existing ones. They are more likely to return after making their first purchase and your other less expensive, organic marketing campaigns can do the heavy lifting once they are in the fold.

We’ve spoken before about efficiency versus effectiveness in paid search. For retailers who focus on ROAS or ROI see their budget flow towards branded terms or RLSA. After all, these areas boast better conversion rates. They cost less. They are more efficient.

They also come shackled to a big problem. Retailers who shoot for efficiency sacrifice future expansion. Yes, keeping hold of existing customers remains important. But new customers (NC) fuel a company’s growth. It costs more to attract this group. And they bring much more value. Unlike efficient-friendly brand terms or RLSA, advertisers can snag new customers using upper-funnel channels like Non-branded text ads, Shopping or Programmatic Display. In this respect, must those retailers used to doing things the old way have to set new expectations?  Can they stomach allocating budget towards areas that just aren’t as efficient in exchange for greater long-term gains?  Is the organization willing to sacrifice short term, yet unsustainable, revenue in return for longer term profitability and a healthier customer portfolio?

CLV can illustrate the benefits waiting for those retailers prepared to take a leap of faith. You add the profit a new customer will generate over their lifetime in the future to the profit of the first purchase. By doing so, budgets can be allocated to channels that maximize profit over a longer time horizon. For example:

  • Customers that come in through PPC generate:
    • 12 months: purchase 1.8 times on average with a profit of *$30
    • 24 months: purchase 2.2 times with a profit of $50
    • 36 months: purchase 2.5 times with $65 profit
  • The client wants to be profitable after 12 months.
  • The 12 months profit is added to each purchase made by a new customer:
    • Ad spend: $300 | Margin: $280 = Negative ROI, unprofitable
    • Ad spend: $300 | Margin: $280 + Future profit: $300 (10 NC* LTV $30) = Total profit: 580$, positive CLV ROI after 1 year

→ More budget can be invested in this channel because high NC rate leads to higher profits after 1 year than a channel with low NC rate would generate

→ The higher the budget, the more new customers, the lower the initial profit, but the higher the future profit

*This future profit already includes any future advertising costs

How does CLV influence bid management?

By its very nature, bid management assigns higher bids to products or keywords with higher earnings. Therefore, bid platforms will automatically assign higher bids to products or keywords that generate more new customers.

  • Product A: Cost $300 | Margin $350 | NC profit $300 → Total profit $650 (before ad spend)
  • Product B: Cost $300 | Margin $350 | NC profit $100 → Total profit $450 (before ad spend)

→ Product A has higher earnings, therefore receives a higher bid. With an ROI model both products would have received the same bid as they have the same margin at the same cost.

Today, most automated bidding solutions optimize towards a fixed ROAS efficiency target.  In this scenario, Customer Lifetime Value can only be implicitly applied. By accepting overall lower ROAS targets and therefore using higher budgets, companies assume to also attract more new customers.

But without precise new customer tracking to validate such assumption, this approach becomes flawed. In a worst-case scenario, the increased ad spend triggers non-incremental repeat purchases, destroying the myth of ever-decreasing marketing costs with every follow-up transaction.

Automated Bid Management systems can only reach the next level of maturity when they work on conversion data that differentiates between the first transaction of a new customer and repeat purchases. Typically, only a CRM system can tell which of the two happened. And connecting conversion tracking to CRMs presents a challenge to Digital Marketing – it requires development resources from the IT department.

The next challenge is to assign different value tags. Automated bid management solutions are driven by data – as opposed to managers, whose decisions are supported by data. Automated Bidding systems hence need incentives to spend more on campaign segments that drive new customers. This can be done by modelling different conversion values. The conversion value of a transaction from a new customer needs to be increased; it needs to be decreased for a repeat purchase.

But by how much? Customizing conversion values in Bid Management requires not just a firm appreciation of data science, but a generous chunk of change management, too.

Want more information on applying CLV-bidding to your campaigns? Check out our video series on performance metrics here.

How to Create Successful RLSA Campaigns

- Ryan Bozeman

How to Create Successful RLSA Campaigns

For many companies, remarketing lists for search ads (RLSA) can represent a significant stream of revenue. Since their debut in 2012 they’ve grown steadily in popularity, in no small part due to their ability to connect with prospects already aware of their brand. Online buyers take notice of retargeted ads, and are more likely to buy. While the format raises questions surrounding incremental value, its benefits can’t be ignored.

Only about half of all brands have a dedicated budget for remarketing campaigns. If you’re only using RLSA to adjust your bids, keywords, and text ads—there is a good chance that you are falling short of your potential.

Most eCommerce companies that use RLSA see positive results. However, they’re often forced to keep it just a small part of their overall budget. Why, exactly? Because they can’t consistently produce the impressions needed to dedicate more resources to those campaigns. For RLSA ads to become a significant piece of your search marketing operations, you have to find a reliable way to grow your remarketing lists…and generate impressions through those campaigns.

How Do Remarketing Lists for Search Ads Work?

RLSA ads give eCommerce companies the ability to target customers that have already visited their website and are aware of their brand. These are typically extremely profitable ads. After all, you don’t have to spend the time building awareness. What’s more, the users may already be aware of specific products that they offer. Typically, this leads to dramatic spikes in click-through and conversion rates for ads using RLSA. In fact, many RLSA ads see results that are two to three times higher than traditional ads. Click-through rates can be as much as 10 times higher than a typical display ad.

Combine RLSA With Audience-Driving Campaigns

Since RLSA ads are more profitable than standard search ads, they lend themselves well to companies that have lower budgets. In fact — provided they have big enough remarketing lists—some eCommerce companies may be able to get by using RLSA ads alone.

But companies that lean heavily on RLSA will find that they run into a very common problem—they just aren’t able to drive the impressions required to facilitate the results that they were hoping for. To remedy this problem, try creating campaigns in broad search or display that only have the goal of growing your RLSA lists. You can use social media ads to grow those lists as well.

The idea is to use these cheap ads to grow your RLSA audience. They come to your website, a cookie is placed, and your RLSA list grows. Some of those visitors may even purchase a product, but that’s an added side benefit of the campaign.

Using these feeder campaigns to grow your RLSA lists isn’t just a one-time strategy. You can consistently use them to keep your RLSA stocked with new users to drive your campaigns. While it does add another wrinkle to measuring your campaigns’ ROI, RLSA ads are generally cheap enough to make the extra feeder campaign worth it.

Combine RLSA With Demographic & Keyword Bidding

Another very powerful strategy used to bolster  RLSA campaigns is to combine RLSA with demographic bidding. Google’s demographic bidding options are highly detailed. They provide you with lots of ways to launch creative campaigns, and allow you to adjust your bids when you want to target by gender or age groups. When combined with keyword bidding, you can laser-target qualified buyers…and avoid wasting your budget on customers unlikely to be interested in your products.

Consumers on your RLSA lists are further down the purchase funnel. Combining demographic and keyword bidding to hit your target market gives you laser-targeted impressions with extremely high conversion rates.

Try fusing this strategy with our earlier tip (to create “feeder” campaigns to fill out your RLSA lists). It can help you grow your impressions for these campaigns.

A Highly Profitable Strategy

By their nature, RLSA provide higher conversion rates and returns for eCommerce companies. The biggest question is whether you can generate enough traffic to make it a bigger part of your strategy.

Retargeting Ads in eCommerce – Five Simple Tips

- Ryan Bozeman

Retargeting Ads in eCommerce – Five Simple Tips

In eCommerce, connecting with your target audience plays a key role in your success. It’s your bread and butter, and you live and die by your ability to actively engage your audience. That’s why a customer leaving your website without making a purchase is such a big deal. You’ve already spent time, effort, and investment to get them to your website and build awareness. Why let them walk off into the sunset empty-handed?

That’s where eCommerce retargeting comes in. Retargeting, which is also often referred to as re-marketing, is the best option that eCommerce companies have for engaging with both first-time visitors and long-standing customers. Provided you have the right tools for the job, it allows you a more granular audience. Of course, it can be off-putting for users who see ads too frequently, but this is easily avoided.

Retargeting uses the cookies placed on visitors’ systems to show them additional ads for your business.

If a customer spent a long time on your website looking at the cowboy boots that you had to offer, showing them an ad for your cowboy boots afterwards might well convince them to come back and take a second look.

You can use these ads to engage with your audience in different ways. Take these tips into consideration as you set up your retargeting campaigns:

Cross (and Upsell) Existing Customers

The most common use of retargeting is to show ads to visitors that came to your website and left without making a purchase. But you can also target existing customers. Using a custom audience, you can target customers that have already made a purchase—and show them complementary products that they may be interested in.

Let’s say a customer bought a hiking backpack from your website. They might also be interested in backpacking shoes, or a backpacking tent. Using retargeting to expose these products to an already-engaged audience can keep your company top-of-mind.

Use Retargeting to Reduce Cart Abandonment

Each year, shoppers abandon an estimated $4 trillion on eCommerce websites. Picture it: Millions of items sitting in their cart, because they never reached checkout. The good news? Retargeting can help you reduce cart abandonment rates.

Start with using a custom audience to target visitors that come to your site. If they fill their cart without buying, you can then bring them back into the fold with a reminder. It may be a case of coaxing them to finish their checkout, or drawing their attention to other products they may be interested in.

Re-Engage Your Top Customers

It’s the old adage: 20 percent of your customers will generate 80 percent of your business. These VIP customers know your brand, have engaged with you readily, and are willing to spend a great deal of money on your products. You should attempt to engage with them as much as you can! Use retargeting ads to show new products (or products that you think they may be interested in) to your biggest customers. This is especially helpful if it has been a while since their last purchase.

Bolster Retargeting Ads with Product Page Reviews

Reviews: arguably the best marketing tool at your disposal. Did you know that more than 90 percent of customers read reviews before visiting a business? By including reviews in your re-targeted ads, you provide social proof for your company—a company that your targets should be, at least, passively aware of already. Include reviews in your re-targeted ads and you give would-be customers that extra nudge toward making the purchase. This applies regardless of whether they’re one-time visitors or long-time customers.

Use Dynamic Product Ads on Facebook

Customer viewed a product but are yet to purchase? Why not use dynamic product ads on Facebook to remind them?

You can use dynamic product ads on Facebook to show potential customers the products that they have already viewed but have yet to purchase. A typical listing, they include a picture of the product, its price, description, and a link your website’s product page. Here’s an example of a re-targeted dynamic product ad on Facebook from Birkenstock:

Dynamic product ads are a great way to recapture your desired audience’s attention. They give them a chance to take a second look at products they have shown interested in.


Crealytics helps some of the world’s leading retailers with their performance marketing, including the relationship between retargeting ads and incremental value. Get in touch today to see how we can help you.


Chasing Unicorn Keywords: Explaining Scarce Data Bidding

- Luke Metcalfe

Chasing Unicorn Keywords: Explaining Scarce Data Bidding

Did you know that Google processes over 40,000 search queries every single second? This translates to over 3.5 billion searches per day: more than 1.2 trillion searches in a single year. Despite these eyebrow-raising figures, 15 percent of Google searches have never been searched before.

Look at the numbers below. They climb upwards, rapidly, each year:

Source: Google

With so many completely unique Google searches, just imagine the number of “unicorn” keywords hiding out there. They’d receive comparatively little traffic, but potentially be product ad goldmines were you to target enough of them. In fact, most keywords don’t receive enough searches per month to take them out of this “scarce data” range.

In PPC, marketers look for keywords as high in volume and low in competition as possible…while showing that searchers have some buying intent. However, as the industry becomes more competitive, these high-value keywords become increasingly difficult to find. Many product ad keywords with higher volume levels require constant monitoring to avoid overbidding. This reduces any return from those advertising efforts.

With the right tech solutions in place, a bounty of unique Google searches presents lots of opportunities for scarce data bidding. So, just what is scarce data bidding? And why is it such a powerful strategy for eCommerce companies?

What is Scarce Data Bidding?

Scarce data bidding is the process of bidding on keywords for which little data exists. You can find these keywords using a keyword tool, or in your own internal documentation, discovered through broad-match PPC campaigns.

Like any keyword you can track their effectiveness and optimize them for conversions. So, what’s the main difference between scarce data bidding and traditional PPC bidding strategies? There’s no prize for guessing what it is that scarce data keywords lack! They can’t be used to influence strategic decisions unless you’ve first targeted large numbers of them.

Because they usually represent more specific searches, most scarce data keywords fall into the longtail category. With product ads, longer search terms reflect higher buying intent. As a result, scarce data keywords provide valuable opportunities to companies with products that match those queries, even if the search volume is low.

Scarce data keywords offer less competition than keywords with higher search volumes. And this lack of rivalry can make for extremely high returns for your bids. Of course, the cost—in both time and resources—may be prohibitive. But the lure of richly-performing keywords (and a boost to account performance) makes it a tough proposition to ignore.

Bringing in Automation for Scarce Data Bidding Success

That said, you need a system in place that doesn’t just identify scarce data opportunities. It must also manage the bids for large groups of keywords.

To truly manage scarce data bidding strategies effectively, automation is your friend. Marketers need to identify hundreds (or thousands) of keywords they’d like to target. They have to manage the bidding for each of those keywords separately, or in collective ad groups.

At Crealytics, we’re piloting a new feature that sidesteps these issues. Our technology uses algorithmic signals to capitalize on low-traffic keywords—saving on manual labor in the process. To see what we can do for your eCommerce campaigns, why not get in touch today?

What is the relationship between PPC and SEO in eCommerce?

- Ryan Bozeman

What is the relationship between PPC and SEO in eCommerce?

Many eCommerce companies treat Pay Per Click (PPC) and Search Engine Optimization (SEO) as entirely separate categories. In most setups, you’ll find completely separate teams for each: unique operations with limited interaction. After all, each remains a distinct discipline requiring different skills.

But here’s the thing. They’re both different sides of the same coin: search.

Scratch the surface and you’ll quickly see the two can—and should—form a productive relationship. Make it happen, and more effective search marketing isn’t far away.

Today’s blog offers some direct ways in which PPC and SEO can benefit you:

Stand Out From The Crowd

A synergy between PPC and SEO boosts visibility. It’s an obvious benefit: you’ll enjoy increased exposure in search engine results pages (SERPs). Lots of companies reduce their PPC budget for a keyword when they reach a top position for it organically. But that can lead to lost sales. And actually, 64.6% of people click on ads when searching for a product or service.

Source: Slingshot

Look at the above image. You can see how quickly the click-through rate falls the lower you are in the organic listings. Holding something below the top two positions offers an extra incentive to continue bidding on that keyword. If the PPC listing remains profitable…and it brings in more customers vs. the organic listing on its own…why pull your PPC ads for that keyword?

For super-competitive keywords, you may wish to continue bidding for prominence on keywords you already rank highly for (thus boosting visibility for that keyword). Reducing PPC spend for that keyword could risk a larger dip in sales than anticipated: even if you hold the top organic position.

PPC Data can Inform Your SEO Strategy

PPC data can be extremely useful for SEO. The mutual exchange of information between campaigns will help identify more profitable keywords (and the customer intent behind them).

Let’s say a specific keyword performs well for your PPC campaigns: it has a high conversion rate and high levels of user engagement. That keyword would typically make an excellent target for SEO campaigns. From a long-term perspective, you might eventually secure conversions through that keyword without paying for each click.

These days, Google doesn’t give organic marketers the same data it once did. Incoming keyword terms often remain hidden. This keeps users from identifying those that send them traffic. You can use PPC campaigns to test new keywords before targeting them in organic search strategies. That way, you don’t waste your time targeting keywords that provide low returns. Instead, you can focus on ones with a track record of success with your products.

Additionally, you can use the “low competition” filter in your keyword planner. It offers a great way to generate a quick list of keywords to target in your PPC campaigns. After that, you can integrate the best-performing low competition winners into your SEO projects.

Use PPC to Nurture Organic Visitors Through Retargeting

Keep your products on your shoppers’ radars through retargeting

From a PPC perspective, retargeting can really boost eCommerce companies. As a reminder, this is the practice of displaying ads to users that have already interacted with your brand before. Gaining ground in organic search takes time. It can be hard work…especially when only 2 percent of first-time visitors convert.

With retargeting, you can show ads to people who’ve already visited your website on the likes of Google and Facebook. It helps keep your products on their radar…and encourages further engagement.

PPC Provides Fast, Reliable Usability Data for Shaping On-Page Strategies

Google places lots of value on engagement and participation in its organic search results. When visitors come to your website and stay for long periods to interact, it knows it has delivered a search result that reflects what the searcher was looking for.

PPC offers a great testing opportunity. You can explore how users engage with a specific page before targeting it in organic search. Being able to test a certain page’s engagement via PPC helps you put that page in a better position in organic search. Because the latter takes much longer, it can be difficult to test how certain page changes can affect user engagement. PPC gives you a baseline. You can tweak changes while waiting for your page to climb up the SERPs. Without this opportunity, you may never reach the first page at all.

More Organic Backlinks

SEO-optimized landing pages usually boast a higher experience score in Google AdWords. PPC activity brings more traffic. This means more pages shared by users…and more organic backlinks: crucial for building site equity.

3 Best Practices for Dynamic Remarketing Ads

- Luke Metcalfe

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

- Colleen Friess

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

- Andreas Reiffen

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

- Şevki Argalıoğlu

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

- Alexander Paluch

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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