Andreas Reiffen
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Articles by Andreas Reiffen
How User Experience Affects Retail Media’s Performance
Retailers are launching media networks left and right to drive additional revenue based on their strong first-party relationships with shoppers. But tension is brewing beneath the surface—a looming fight between those responsible for a quality user experience and the overriding requirement to drive more revenue. 40% of retailers who have started to build media networks say the biggest challenge they face is balancing their retail business with their media network, according to Forrester.
Retail Media Networks Need to Enable Full-Funnel Buying
The retail media business is booming, as retailers provide access to first-party audiences and empower advertisers to connect with shoppers. But retailers have the opportunity to do much more than provide premium inventory. They can also facilitate media buying across the funnel, owning a greater slice of the advertising supply chain instead of outsourcing media planning to intermediaries. Consider the case of a major national supermarket chain.
Going head to head with Google Smart Bidding: The good, the bad and the weird
Google Smart Bidding, the search giant’s machine learning bidding strategy, has ruffled more than a few feathers in the industry. And for good reason. It commands thousands of real-time bidding signals at its (virtual) fingertips. It can analyze 70 million signals in 100 milliseconds. For retailers casting longing glances at its results so far, things look tempting. Especially its Target ROAS (tROAS) approach.
How Paid Search Can Become a Top Advertising Strategy for Brands and Retailers
Even though retailers already spend the majority of their advertising budget in digital, 80 percent of their co-op funds have traditionally gone into non-digital channels. However, with players like Amazon and Google effectively moving the co-op game to digital, the modern terrain is shifting. Increasingly, we’re going to see retailers and brands evolving their co-op marketing strategies to encompass paid search and product listing ads (PLA).
Product listing ads, digital co-op and the $13 billion opportunity
In October my company, Crealytics, hosted a conference called [New York] Know Go. This one-day event focused on one of search marketing’s most exciting new chapters: the rise of digital co-op. The day sparked numerous questions. What does the landscape look like for digital co-op today? How can retailers and their partners avoid its potential pitfalls? And why should we be so excited about a practice still shaking off a pre-digital hangover?
Product listing ads, digital co-op and the $13 billion opportunity
In October my company, Crealytics, hosted a conference called [New York] Know Go. This one-day event focused on one of search marketing’s most exciting new chapters: the rise of digital co-op. The day sparked numerous questions. What does the landscape look like for digital co-op today? How can retailers and their partners avoid its potential pitfalls? And why should we be so excited about a practice still shaking off a pre-digital hangover?
A kickback stampede: Why Google’s EU comparison shopping program may carry risk
Cast your mind back to June 2017. The birds sang, the sun shone and Google received a record-breaking fine of €2.4 billion ($2.8 billion). But why, exactly? In a verdict that provoked differing opinions, European Union (EU) regulators ruled when it came to its search results pages, Google favored its own search results over other comparison shopping services (CSS). Comparison shopping services such as Kelkoo or Shopzilla operate by aggregating online retailers’ product offers.
A kickback stampede: Why Google’s EU comparison shopping program may carry risk
Cast your mind back to June 2017. The birds sang, the sun shone and Google received a record-breaking fine of €2.4 billion ($2.8 billion). But why, exactly? In a verdict that provoked differing opinions, European Union (EU) regulators ruled when it came to its search results pages, Google favored its own search results over other comparison shopping services (CSS). Comparison shopping services such as Kelkoo or Shopzilla operate by aggregating online retailers’ product offers.
The Amazon Ad Trick
Amazon is the king of retail, and every now and then it finds new ways to tax its partners. The company’s Sponsored Product ads, in which brands can bid to include their products within on-site search listings, have long been one of its most popular and effective tools. The reason is obvious: opening listings up to bids theoretically allows one brand to get the best ranking and pull revenue away from competitors.
Search Engine Land
Today’s news landscape makes it tough to separate truth from fiction. Between news hackers and special-interest propaganda, it’s harder than ever to find a source of information you can trust. Search marketing should be immune to it all. After all, we’re a metrics-first business. We count clicks, we tally conversions and we do difficult math to calculate return on investment (ROI).
Beating remarketing addiction and testing for incremental value using Google Analytics
Pay-per-click (PPC) managers love remarketing. At first glance, this makes perfect sense, as it enables marketers to easily improve their return on advertising spend (ROAS) numbers. But is it really money well spent? Recently, we performed an audit for a multinational retailer with a specific concern: improving new customer growth. Things developed nicely, there were no performance issues and ROAS more than doubled as spend increased slightly.
Beating remarketing addiction and testing for incremental value using Google Analytics
Pay-per-click (PPC) managers love remarketing. At first glance, this makes perfect sense, as it enables marketers to easily improve their return on advertising spend (ROAS) numbers. But is it really money well spent? Recently, we performed an audit for a multinational retailer with a specific concern: improving new customer growth. Things developed nicely, there were no performance issues and ROAS more than doubled as spend increased slightly.
Will Google or Amazon win the race for online retail domination?
Measured in advertising dollars, Google's pay-per-click search advertising model is still the unmitigated leader in monetizing purchase intent. Google's market share in overall search is somewhere near 85% in the U.S. and 91% in Europe — enough to warrant regulatory oversight for antitrust violations.
Uncover hidden potential in your paid search and shopping campaigns
In search marketing, we’re always trying to get that little bit of extra performance out of our paid campaigns. But what do you do when you’ve optimized your bids, tested (and improved) your ad copy and refined your target URLs? To uncover the hidden potential in your campaigns, you need to identify and assess anomalies — those areas which perform well in general, but not in your paid search campaigns.
7 ways small retailers can compete with retail giants using Google Shopping
To a small niche retailer, it can seem daunting (almost pointless) to invest too heavily in Google Shopping. After all, how could you ever compete with the major players who have far more money, products and people than you do? Well, the good news is, it is possible to be competitive in Google Shopping as a small business. In fact, done right, Google Shopping can actually be the most effective digital advertising platform in terms of Return on Ad Spend (ROAS).
Giants collide: Google’s impending showdown with Amazon
Talk in the digital advertising space has traditionally focused on Google and Facebook’s digital duopoly, each fighting for more of your advertising dollars. But for Google, the real competition is coming from elsewhere. Over the last few years, Google has pushed further and further into the retail space. Simultaneously, Amazon expanded its advertising platform. In the end, they both want the same thing: your purchase intent.
Giants collide: Google’s impending showdown with Amazon
Talk in the digital advertising space has traditionally focused on Google and Facebook’s digital duopoly, each fighting for more of your advertising dollars. But for Google, the real competition is coming from elsewhere. Over the last few years, Google has pushed further and further into the retail space. Simultaneously, Amazon expanded its advertising platform. In the end, they both want the same thing: your purchase intent.
Europe's New Data Protections Are The Beginning Of A Paradigm Shift
With the General Data Protection Regulation (GDPR), Europe is about to change the rules around data, and it's got the digital marketing and publishing worlds in a state of upheaval. Right now, the name of the game is compliance, and it’s a mad dash for all entities holding data on EU citizens (that’s a lot of entities) to bring themselves in line with the new requirements (or at least figure out what they should be doing differently).
Google and Amazon are on a collision course to own purchase intent
Andreas Reiffen, Crealytics CEO Google and Facebook represent a sort of digital duopoly of digital advertising. Yet Amazon’s expansion into the advertising space represents an attractive dark horse candidate for retailers’ media spend. What’s intriguing about this battle isn’t just the fight over media dollars. It’s about the looming showdown between Amazon and Google to own and monetize purchase intent—the definitive signals showing who wants to buy what, and when.
Side by side: Comparing two performance marketing tools/agencies
As performance marketers, we’re conditioned to want to test everything. From the impact of feed titles to the incrementality of each channel, we want to be sure that we’re making the right choice before we commit all our resources to something. That goes for deciding which tools/agency to use as well. Moving your performance marketing activities from one tool/agency to another (or picking one to start with) is a big commitment and not one you should take lightly.
Side by side: Comparing two performance marketing tools/agencies
As performance marketers, we’re conditioned to want to test everything. From the impact of feed titles to the incrementality of each channel, we want to be sure that we’re making the right choice before we commit all our resources to something. That goes for deciding which tools/agency to use as well. Moving your performance marketing activities from one tool/agency to another (or picking one to start with) is a big commitment and not one you should take lightly.
Side by side: Comparing two performance marketing tools/agencies
As performance marketers, we’re conditioned to want to test everything. From the impact of feed titles to the incrementality of each channel, we want to be sure that we’re making the right choice before we commit all our resources to something. That goes for deciding which tools/agency to use as well. Moving your performance marketing activities from one tool/agency to another (or picking one to start with) is a big commitment and not one you should take lightly.
Advanced Optimization Of Google Shopping Campaigns
No doubt, Google Shopping delivers great results and has already become an integral part of many advertisers’ lives. However, many of those advertisers haven’t found ways to differentiate themselves from their competition. A few weeks ago, I presented some Google Shopping insights at SMX London. This blog post gives an overview of our findings from research and testing undertaken by our business intelligence team in Berlin.
Luxury Daily
Marketing December 20, 2017 Andreas Reiffen is founder/CEO of Crealytics...
The vicious cycle of ROAS targets is killing your business
Your marketing team is hard at work tweaking ads and landing pages to drive efficiency and hit the targets set for them by the C-suite. And those targets are more than likely ROAS-related. But, for two reasons, these ROAS targets are actually causing a lot of damage: If, like most companies, you’re focused on growth and new customer acquisition, you need to ditch ROAS-based KPIs, come up with a new metric and include incrementality before it’s too late.
The vicious cycle of ROAS targets is killing your business
Your marketing team is hard at work tweaking ads and landing pages to drive efficiency and hit the targets set for them by the C-suite. And those targets are more than likely ROAS-related. But, for two reasons, these ROAS targets are actually causing a lot of damage: If, like most companies, you’re focused on growth and new customer acquisition, you need to ditch ROAS-based KPIs, come up with a new metric and include incrementality before it’s too late.
The big problem with PPC attribution modeling no one is talking about
Recently, I was asked to comment on my favorite attribution model for paid advertising. Off the top of my head, I didn’t really have one — and the more I thought about it, the more I realized that all attribution models are fundamentally flawed in a way no one is thinking about. Or at least, not that I hear discussed regularly. The issue isn’t with the actual models, per se, it’s that no model really nails what the “total value” being measured actually is.
The big problem with PPC attribution modeling no one is talking about
Recently, I was asked to comment on my favorite attribution model for paid advertising. Off the top of my head, I didn’t really have one — and the more I thought about it, the more I realized that all attribution models are fundamentally flawed in a way no one is thinking about. Or at least, not that I hear discussed regularly. The issue isn’t with the actual models, per se, it’s that no model really nails what the “total value” being measured actually is.
How much more of its prized data will Google let advertisers use?
Andreas Reiffen, Crealytics CEO Google’s search data is its crown jewel, and the company guards it that way. And beyond keyword and query data, there is a host of additional data sets that Google mines but has been reticent to share widely. Google knows the price and promotions of every product a retailer sells via Google Shopping, and its competitor’s prices.
Marketing Daily: CMOs Need A New Model For Retail Advertising Success
There is always dissonance between the capabilities that are discussed here in trade business coverage and the day-to-day realities that exist on the ground for marketers, behind their own four company walls. Nowhere is this more evident than in the routine way that large corporate retail giants choose to measure retail advertising effectiveness, and how that routine falls short.
Breaking down silos in e-commerce retail
In general, e-commerce retail can be thought of in three main parts: customer acquisition, conversion and retention/measurement. Each of these three pieces of the tripod is equally important in order to have a successful business, and each one collects an incredible amount of data. Unfortunately, in the majority of companies, that data remains siloed within the team that collected it.
How to test (and perfect) nearly everything in PPC
PPC (pay per click) is a key component of many online marketing campaigns. And while it can drive significant revenue, it’s also one of the most expensive ongoing costs in a campaign. Therefore, it’s key that you test your ads regularly, to make sure you aren’t letting any conversions slip through the cracks. Testing and optimizing is an important part of our job as digital marketers. And I’m not just talking about perfecting your ad copy.
How the EU fine will ruin Google Shopping for the consumer
As a paid search and shopping platform, Google is our most important partner. This doesn’t mean that I would refrain from highlighting critical aspects of things Google is doing. I’ve written about their low-price bias numerous times and the advertising digital duopoly created by Google and Facebook that puts retailers in a tough spot. That being said, this new European Union (EU) fine makes absolutely no sense.
SMX Advanced: A paid search roundup
One of my favorite aspects of SMX Advanced is the guarantee of emerging with a list of new tests to try out, along with pointers given by the industry’s top experts. SMX Advanced 2017 was no exception! Michael Elkins’ session, “Maximizing Performance With AdWords Campaign Drafts And Experiments,” contributed to this list rather quickly.
Why 'good' isn't good enough in Google Shopping
Growing revenue in Google Shopping by 80 percent YoY sounds pretty good, doesn’t it? But what if I told you that, based on that growth percentage, you were actually losing ground to your competition? Well, that is exactly the situation retailers using Google Shopping find themselves in today. As an online retailer (especially if you operate in the US market), if clicks and associated revenues on your Google Shopping ads didn’t grow by at least 90 percent from 2015 to 2016, you’ve got a problem.
Why 'good' isn't good enough in Google Shopping
Growing revenue in Google Shopping by 80 percent YoY sounds pretty good, doesn’t it? But what if I told you that, based on that growth percentage, you were actually losing ground to your competition? Well, that is exactly the situation retailers using Google Shopping find themselves in today. As an online retailer (especially if you operate in the US market), if clicks and associated revenues on your Google Shopping ads didn’t grow by at least 90 percent from 2015 to 2016, you’ve got a problem.
Voice search becomes voice action: A key talking point at SMX London
From combining search and social to leveraging moments that matter, last week’s attendees at SMX London gained a deeper understanding of the numerous ways they can optimize their search strategies.
Voice search becomes voice action: A key talking point at SMX London
From combining search and social to leveraging moments that matter, last week’s attendees at SMX London gained a deeper understanding of the numerous ways they can optimize their search strategies.
7 ways small retailers can compete with retail giants using Google Shopping
To a small niche retailer, it can seem daunting (almost pointless) to invest too heavily in Google Shopping. After all, how could you ever compete with the major players who have far more money, products and people than you do? Well, the good news is, it is possible to be competitive in Google Shopping as a small business. In fact, done right, Google Shopping can actually be the most effective digital advertising platform in terms of Return on Ad Spend (ROAS).
Google Shopping feed optimization: Speak your customers’ language and write more compelling product titles
Product Feed optimization is key to any successful Google Shopping campaign. Your product titles are one of the most important factors in whether or not Google will think your ad is relevant to the user’s search query. Not only that, but a good product title will entice more shoppers to click on your product. Providing all the required data in the right format according to Google’s product data specification is mandatory, of course.
Uncover hidden potential in your paid search and shopping campaigns
In search marketing, we’re always trying to get that little bit of extra performance out of our paid campaigns. But what do you do when you’ve optimized your bids, tested (and improved) your ad copy and refined your target URLs? To uncover the hidden potential in your campaigns, you need to identify and assess anomalies — those areas which perform well in general, but not in your paid search campaigns.
Advanced Google Shopping: Is price a proxy for Quality Score in product ads?
In June, I spoke as part of the “Mad Scientists of Paid Search” panel session at SMX Advanced in Seattle. During the session, I presented Crealytics’ latest research on Google Shopping. The presentation included some findings relating to user behavior within the channel and uncovered how much product price really impacts performance. We’ve had a lot of questions as to how we came to those numbers, so I would like to share some answers with you now.
Manage Inventory with Google Shopping Search Engine Land
Why Shopping is a key platform for inventory management If consumers buy what they search for What values to assign to the sale of an overstocked product Calculating accurate bids Read the article here. Please feel free to comment and talk to us via Twitter @crealytics. ABOUT THE AUTHORAndreas Reiffen is the founder and CEO of crealytics and data-driven online marketing strategist with his focus concentrating on online retailers. Find more about me on:
Can you manage your inventory with Google Shopping?
We are often asked by our clients if we can use Google Shopping or paid search to push particular products or product groups. There are a number of reasons why they might want to do this. They might have high stock levels of a particular product; some ranges might be out of date, and they wish to sell off remaining stock; or perhaps a product is not selling as well as they had hoped, and they wish to boost the sales. On the face of it, Google Shopping seems like a good platform for this task.
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