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Is Your Brand Bid Too High? Don’t Pay More Than You Have To!

Hero-Bidding

Many advertisers display ads through Google AdWords for their own brand and/or their company name. This is a sensible move, since much more individualized and targeted information can be displayed through an ad than through the organic search results. An additional benefit is that the cost per click for these “brand” ads is generally extremely low due to the lack of competition. Nonetheless, AdWords campaigns containing home brands offer even greater savings potential, which is demonstrated in our test below.  Continue reading »

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Recap: TrueView for Shopping, Mobile Ads for Nearby Shops, First Tweets in Google SERPs, Zalando & Anatwine

Recap Week21

It’s time for our weekly news recap. In the last week, hot topics included new shopping ads for YouTube, as well as mobile ads for location-related search queries, the first tweets in Google SERPs and Zalando’s invest in Anatwine.  Continue reading »

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Do Colours Influence our Purchasing Behaviour?

Barcode_ColoursFrom bright blue to cool white, to sunny yellow, to pink or black, users frequently search for products in all colours. The theory of colours states that every colour has its own particular qualities and emotional effects: each colour evokes certain feelings, affects our moods, and may even influence our decision-making. Every sixth search query for dresses includes specifications on colour*. In this article, I will explain to you how efficiently adjusted search queries involving colours impact performance.

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10 Useful Excel Shortcuts For PPC Managers

10-Excel-Shortcuts

Excel is an inherent part of every PPC manager’s day-to-day business. Generally, we have different options to select certain functions. One of these options involves keyboard shortcuts, which save valuable time. Today, I would like to introduce you to my ten favourite Excel shortcuts.
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Reverse Engineering Google Shopping @ SMX London

smxlondon-logoFrom May 20th to May 21st, SMX London will open its doors to welcome search marketing experts from all over the UK and Europe. SMX is the biggest Search Marketing Conference Series worldwide, offering an exciting programme composed by the editors of well-known Search Engine Land.

This year, we have the honour to be part of the amazing agenda and give a speech at SMX. Our CEO Andreas Reiffen will talk about “Reverse Engineering Google Shopping” on Wednesday, 20th, 2:30pm.  Continue reading »

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Recap: Buy Button in Google SERP, AdWords Editor 11.1 and Bing Mobile-Friendly Algorithm

Recap_Week20It’s time for our weekly news recap. In the last week, we have heard rumours about a buy button in the Google SERP, news about a new Adwords editor update, a mobile friendly tag and algorithm from Bing, plus we heard about European mobile operators plans to start blocking mobile advertisements. Read on to find out all the details.
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3 Important Additions to Google AdWords and Bing Ads

For some time Google has been dropping hints about launching some new AdWords innovations. Last week they finally revealed their latest advertising developments in a live stream video. Similarly, Microsoft is working on improving their Bing ad products, regularly informing about new features on their website. Here’s a brief summary of three of the latest developments in the world of AdWords and Bing.
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Recap #18: Hypothesis on Ad Impression Decline and Google’s Fashion Trend Reports

Recap_Week18Monday: the day for our weekly recap. News of the last week included an interesting article on the decline of ad impressions and weakening of click growth as well as Google’s fashion trends.

Hypothesis: Is Google Showing Fewer Ads Per Search?

Search Engine Land columnist Mark Ballard discussed the decline of ad impressions and weaker growth rate of clicks within paid search. After looking at several data sources like Google’s earnings report as well as reports from his own and other companies, he wasn’t able to come up with a final answer to the question. One of his hypothesis is that “Google may actually just be showing fewer ads, even when accounting for the shift from text ads to Product Listing Ads (PLAs) and from desktop to mobile.” Another consideration could be the close variant matching, which Google made mandatory back in September 2014. “This could have led to increased competition for any given query and driven impressions lower.” Somehow or other, without Google revealing more insights, we will never know for sure what happened.

Google predicts fashion trends

Everyday, Google counts millions and billions of search queries for fashion-related topics or products. Google is now using this data to predict fashion trends. To do so, the company not only uses the search queries, but also geo data and additional search behaviour. The first Trend Report for spring fashion has been published (US only), naming tulle skirts and jogger pants as the top trends. In general, Google announced two reports a year. In the end, the reports might only serve as an indicator for search behaviour given their lack of conversion data.

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Slideshare: Using Predictive Bidding to Escape the Seasonal Trap

On April 16, I published a detailed entry entitled “How to Escape the Seasonal Trap Using Predictive Bid Management” here on our blog. The article examines the challenges of seasonal bid management and provides insights about different strategies that we have followed here at crealytics in order to overcome those difficulties.

On the same day, I was given the opportunity to give a presentation at the SEA camp in Jena on this topic. Please find below the slides of my presentation on “Using Predictive Bid Management to Escape the Seasonal Trap”. Of course, the slides don’t hold as much information as the blog entry, but they might still give you a nice summary of the subject matter. Have fun browsing!

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Conversions@Google: Maximising Your Performance on Mobile

Conversions@Google

On April 22nd and 23rd, Google’s headquarters for Europe and EMEA in Dublin hosted the annual conference Conversions@Google. This year, the event focused on mobile and strategies to maximise the performance of mobile terminals. Overall, the session covered two subject areas: on the first day, these included the development of mobile in the context of online marketing, different attribution models to estimate the value of mobile campaigns, and ways to use Google Analytics in this regard. On day two, discussions revolved around the main aspects of designing user-friendly mobile websites and apps.  Continue reading »