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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eCommerce Café: Paul Shapiro

Paul is considered one of today’s most notable experts in the SEO world, and as Director of Strategy and Innovation at Catalyst, he regularly shares his key findings at events, webinars, and his blog. We were lucky to catch him at SMX Advanced and hear how he is leveraging data to surge ahead in his digital strategy.

 

Direct Link

For more, follow Paul at @fighto, or check out his personal blog at searchwilderness.com

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Five Questions to Help You Navigate the Social Trifecta

If you’re in digital marketing, you know about it. If you’re a marketing diva, you probably named it. The Social Trifecta.

Cue the lights! And the trumpet players.

The social trifecta is the convergence of three entities within Social Media: Owned, Paid, and Earned. To be clear, this triad is not new; Kirk Cheyfitz prophesied the impact of all three back in 2010…and well, per usual many things have changed since then. According to Gartner, “Eighty percent of social marketers surveyed say they have or will have social advertising programs, and nearly two-thirds will have employee and/or customer advocacy programs in place within 12 months [October 2017],” pointing to a prompt adoption rate and crossover from Owned to Paid and Earned.

Even so, social media advertising itself has grown by 185% over the last year, a never-ending proliferation in media and a clear indication all entities must be intertwined to successfully master your brand’s social media strategy. We now find ourselves with an infinite combination to circulate across each channel. Yes, omnichannel has further widened its lanes and added a roundabout or five.

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eCommerce Café: Andy Taylor

At SMX Advanced, we spoke with Merkle’s Assistant Director of Research Andy Taylor, who also spoke on the Mad Scientist panel with our founder Andreas. Catch the full interview behind the scenes, where Andy weighs in on the future of Google’s roadmap, KPIs to prioritize, and the reality behind agencies in the SEM industry.

 

Direct Link

For more, follow Andy on Twitter at @PronouncedAhndy.

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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


eCommerce Café: Frederick Vallaeys

Last month  we attended the SMX Advanced conference in Seattle…meaning we also had the pleasure of digging into the state of Product Ads and eCommerce with Adwords evangelist and Optmyzr CEO, Frederick Vallaeys. Check out the full interview below.

Direct Youtube link.

To stay tuned with Frederick, follow him on Twitter, @SiliconVallaeys.

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Bridging the gap between Marketing and Merchandising

Some may call the concept of the 4Ps of Marketing – Product, Price, Place, Promotion – outdated, but every iteration that adds more complexity to the Marketing concept just reinforces how crucial it is that these four elements work together.

However, what the 4Ps comprehensively describe as Marketing goes way beyond what your typical operational ‘marketing’ department covers. Most everyday marketing teams focus on the Promotion-P, be it media buys or digital advertising or something similar.

The CMO’s task then is to bring together the other three Ps into a holistic approach to Marketing. Two Ps that have stratified out into their own distinct departments are Merchandising (Placement) and Buying (Pricing). The final P – Product – is generally determined by your company, though in market-oriented companies the CMO would have a say on the product-market-fit.

Merchandisers – guardians of the Placement-P, ensure that products appear in the right store/website, at the appropriate time and in the correct quantities. Similarly, the Pricing-P is typically covered by a specialized buying department, sourcing and pricing goods in close cooperation with merchandisers.

Because of these silos, Marketing is not as homogeneous on the working level as the CMO’s overall responsibility might require and the usual communication letdowns and friction losses that happen between any two departments will inevitably occur.

In this post, we’ll discuss the steps CMOs can take to help bridge the rift between everyday Promotional Marketing and Merchandising/Pricing.

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Get the product price right for Google Shopping

New Crealytics feature: Price Advisor

Google Shopping takes product price transparency to a new level. Unsurprisingly, people tend to click on the cheaper product when the same product is sold by multiple retailers. This human tendency, means that Google’s learning algorithms will often surface the cheapest products first even if they don’t have the highest bid.

The result, is that if you sell the same brands or products as someone else, where your product price falls in relation to your competitors, heavily influences your traffic and conversion volumes. Product price becomes, next to the bid, the most important factor to attract shoppers on Google Shopping.

Right Price.png

Which product variant is a shopper more likely to click?

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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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The role of price on Google Shopping performance

Naturally, product price has an impact on everything in eCommerce, but when it comes to Google Shopping this impact is incredibly severe. A simple 5% increase in price produced a whopping 60% drop in clicks while keeping the bid stable. It certainly appears as though impressions and clicks in Shopping are very sensitive to pricing, more specifically how your price compares to all the similar products on Google Shopping.

For a deeper insight into what is actually going on inside Google Shopping, we analyzed a dataset of more than 15,000 Google Shopping client conversions across the German, UK and US markets covering several international retailers from the fashion, sports, outdoor and luxury sectors.

What we found shed a lot of light on how price affects Shopping performance and why. It also gave us some insights into what retailers can do to turn this phenomenon into a positive for their business.

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