crealytics' PPC Blog


The place to be for paid search and Google Shopping

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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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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5 Tips for Running Promotions in Paid Search

Properly promoting sales offers both opportunities and challenges to PPC teams. They are a great way of attracting new customers and revenue, however when improperly managed, promotions can result in a lot of wasted spend. Useless traffic and high CPCs, combined with lowered margins can lead to losses. So, when approaching promotions, keep the following in mind:

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OMKB 2016 – Key Insights

  • Most interesting learning: Snapchat was hyped as a promising portal to expand companies’ reach towards younger audiences and to introduce products and special advertising!
  • Most useful advice: DSA (Dynamic Search Ads) campaigns are a nice and easy tool for internationalisations and to cover the long tail section of your accounts!
  • Key takeaway: Extremely wide range of online products, rapid availability and shorter delivery times raise consumer expectations towards getting any product at any time!

Read on for a full summary of the event!

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SMX Munich 2016: Key Insights

This year SMX Munich took place from 17th to 18th March at the ICM in Munich. The two day conference was all about SEM and offered a wide range of 60 Sessions, 6 workshops and 8 theme tracks with more than 80 speakers about SEO, SEA, Analytics, Mobile, Social Media and many other topics. crealytics not only attended the conference but our CEO and founder, Andreas Reiffen, held a very insightful presentation about one of the hottest topics for today`s top online retailers: Google Shopping.

Read on for some key insights of this year’s conference.

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d3con – How Online Retailers Monetise Traffic Beyond Sales

This year’s highlight for online retailers at the d3con, a conference dedicated to Display Marketing in Hamburg, was without any doubt the panel discussion „Distributors becoming publishers and marketers“.

Marketers from Amazon, Zalando, eBay and others discussed a question that is as simple as compelling: how can online retailers monetise their website traffic beyond sales?

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