https://creativeengineroom.com/wp-content/uploads/2015/05/Creative-Engine-Room2.png00creativeenginehttps://creativeengineroom.com/wp-content/uploads/2015/05/Creative-Engine-Room2.pngcreativeengine2019-03-08 21:13:342019-03-08 21:13:34Adobe celebrates International Women’s Day with 16 global female artists
Retail marketers can’t out-Amazon on the paid Google SERP, but they can find white space.
Among the metrics that can help is impression share. It’s in the Google Auction Insights report for shopping and paid search campaigns.
Impression share is the percentage of impressions your ads received divided by the estimated number of impressions the ads were eligible to receive. Google determines eligibility based on a number of factors, including targeting settings, approval statuses and quality.
On the surface, impression share can help you understand whether your ads might reach more shoppers if you increase your bids or budget.
But a smarter way to use impression share is for gaining context into how your advertising environment is shifting. Evaluate it alongside other performance and competitive metrics. From there, use those insights to identify how to adapt your campaigns and bidding strategy to the changing competitive pressure.
Let’s take a look at the latest data and examples for how to go about it.
Amazon’s impression share in Google Shopping
We analyzed Google Auction Insights reports for a leading retailer in five verticals. These retailers all see Amazon as a regular competitor in Google Shopping and Google paid search.
The following chart shows the share of impressions Amazon has garnered over the last two years for Google Shopping auctions in which both the retailer and Amazon were eligible to serve an ad.
From this chart we can make a few observations. One is that Amazon’s impression share tended to increase as each year progressed, reaching a peak just before or during each holiday shopping period, and dipping sharply during Q2 2018 when Amazon briefly paused its shopping campaigns.
We can also see that Amazon’s share of impressions for categories such as office supplies and home improvement was consistently higher than its share for sporting goods or apparel.
Why the difference between verticals? In part it’s a reflection of each retailer’s search query universe and how much it overlaps that of Amazon. The home improvement and office supplies retailers likely share more of Amazon’s search query universe.
By contrast, a retailer who sells a lot of, say, North Face and Nike products might not see much competition from Amazon, because those brands are not available on Amazon. When consumers search using North Face- or Nike-branded terms, for example, Amazon could possibly appear in search results with ads for similar products. Still, Amazon would have a much lower impression on those items because of their lower relevance.
Ramping up apparel
Take a closer look below at Amazon’s impression share within the apparel category on Google Shopping over the past several months.
One takeaway here is that the hockey-stick growth aligns with Amazon’s private label surge. The company introduced seven new private label brands and over 150 Amazon-exclusive brands in Q4 2018, according to the TJI Amazon Brand Database. Amazon’s largest brand portfolio? Apparel and accessories, with over 80 private label and exclusive brands in the U.S.
Amazon’s impact in paid search vs. shopping campaigns
Looking at the same retailers in Google paid search shows a slightly different set of results.
Amazon has long been active in paid search. While it continues to experiment and fine tune its Google Shopping strategy, the company has a more established and consistently growing presence in paid search, as this impression share data suggests.
An outlier, however, is Amazon’s heightened impression share within the office supplies category. That trend aligns with Amazon’s push in the office supplies market over the past few quarters.
For another view of the data, let’s isolate Amazon’s impression share for each vertical.
Compete with Amazon, not against it
The best way to respond to Amazon’s growth is not to panic. Look at your bottom line and determine what, if any, impact Amazon is having on your business. Impression share is a metric that shouldn’t directly drive strategy, but rather provide context around the advertiser competition in your market.
At the end of the day, keep Amazon’s impression share in perspective. Amazon is influential, but retailers that know their business and customers can be well-equipped to handle rising impression share from competitors. Here’s how.
Know how to interpret impression share
Impression share can you help you determine your biggest competitors on Google, and how that landscape is changing. While you probably know your competitors overall for your business, that composition might differ in Google’s shopping and paid search channels. For instance, retailers that devote most of their digital marketing budget to Google Shopping could create strong competition for you on that channel, while creating little competition elsewhere. Use impression share to uncover new entrants or established competitors who are being more or less aggressive with their bids. Say your CPCs suddenly rise. Examine impression share to see whether a competitor’s heightened spending is a factor.
Understand a healthy impression share for your business
Your business, competitive landscape, and return goals determine an ideal impression share. If you’re up against deep-pocketed competitors like Amazon, an impression share of 10% might be healthy for your campaigns, as long as you’re driving revenue efficiently. If you’re achieving your revenue targets within your campaign’s return goals, there’s little concern about a few competitors outranking you.
Dig into click share, too
Click share is the percentage of clicks on your ads relative to the clicks they were eligible to receive. Analyze click share in combination with impression share to get a better sense of where your campaigns are weak and can improve. In paid search, if impression share is high but click share is low, your ads might be appearing for irrelevant queries. If the same situation is happening in Google Shopping, your products might be priced too high above the competition. Or, maybe competitors are showing promotions on their ads more often than you. Conversely, if impression share is low and click share is high, consider bidding more aggressively to increase impressions and earn even more clicks. Push products that have the best price for an easy win.
Use smarter segmentation
If you can’t simply increase budget as a response to competitors’ rising impression share, try this instead: Segment products into campaigns based on how much exposure you want those products to get. Increase bids in the campaigns containing the highest margin or best performing items. Or, create separate campaigns for branded and non-branded queries. In Sidecar’s 2018 Google Shopping Benchmarks report, we found that clicks from branded searches delivered 171 percent more ROI and a CTR four times higher than that of non-branded searches. Also, within Google Shopping, use negative keywords to filter queries and avoid wasting impressions on less relevant or low-performing terms.
Bring your mobile strategy up to date
Google Shopping hit a milestone in Q4 2018, according Sidecar’s research. For the first time ever, more than half of all Shopping conversions on occured on mobile devices. Google paid search wasn’t far behind with 44 percent of all conversions occuring on mobile in Q4. If exposure and brand awareness are among your goals for Google Shopping, you’ll get more bang for your buck on mobile where CPCs are cheaper and where Showcase ads are a factor. Those mobile impressions can lead to conversions on both mobile and desktop. Consider creating a separate campaign for mobile traffic if you haven’t yet. It will let you tune bids granularly to how your products perform on mobile.
Plan search and shopping campaigns cohesively
As the above charts show, metrics like impression share vary between shopping and paid search campaigns. You might find, for instance, that you face greater competition in paid search than Shopping. As a result, you might treat paid search as more of a bottom-of-the-funnel channel and focus spend on high-intent queries that have the greatest chance of converting. To complement that strategy, consider how you can fill the top of the funnel with Google Shopping—a channel where you already have an advantage in terms of exposure. You might be able to withstand bidding more aggressively on a greater swath of products to drive up impression share even more.
Evaluate a move to multi-touch attribution
Most retail marketers probably agree that last touch attribution is a fundamentally flawed approach in today’s omnichannel world. On the other hand, multi-touch attribution can empower you to measure performance across channels and gain an entirely new (and more accurate) view of your customers’ journey. While it’s certainly not a simple feat to shift attribution models, some retailers, like Moosejaw, are successfully making the move. The retail landscape is only becoming more competitive. A multi-touch model that aligns with your business and goals might be among the few, major ways you can uncover a new advantage to push shoppers through your marketing funnel.
By carefully coordinating shopping and paid search campaigns, you’re positioning yourself to achieve a full-funnel marketing approach. Put your customers first when devising any strategy for Google Ads, while keeping your competitors in view.
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This guide from Coveo provides practical and easy-to-implement tips to deliver a more intelligent and relevant search experience, along with real-world examples from major brands that have implemented them.
You will learn:
The simple changes in design and functionality that will have a big impact.
Why website search needs to be at the top of your conversion rate optimization strategy, and how to leverage it.
How the signals you’re getting from your website search trends can help guide your content and product strategy.
https://creativeengineroom.com/wp-content/uploads/2015/05/Creative-Engine-Room2.png00creativeenginehttps://creativeengineroom.com/wp-content/uploads/2015/05/Creative-Engine-Room2.pngcreativeengine2019-03-01 20:19:172019-03-01 20:19:17Deliver a more relevant search experience
Paper craft artwork is probably my favorite style. I believe the reason is simply because I would never be able to create something nice with this technique, at least not as nice, or I’d say amazing as the work that my fellow Brazilian Arthur Régis put together titled Cali Lifestyle. What really fascinates me is the depth that the composition gets by the order of the layers which seem to come alive at first glance.
For this creative project the idea is a paper-craft piece using colored paper, foam paper and glue. The choice of material and the way it was used refers to the several layers this state has and all of it’s amazing colors, that are very important in the project because it also express the diversity and the weather of California. The vivid and warm colors correlate with the sun and the heat of the West Coast and contrasts with the cold colors of the ocean and sky, creating a divisional line that divides the viewer’s focus in two contrasting areas.
The “Lifestyle” typography was a reference to the license plate of the state, but in this 33×21 inches project, the focus is the word “California”, an exclusive lettering that mix the artistic part with the conceptual part of it (Lettering + California Lifestyle) and becomes a singular design that express my vision of what could be the California lifestyle and culture.
Singular design that express my vision of what could be the California lifestyle and culture.
A couple of days ago I posted an article about some graphic design explorations using lines and other simple elements on a grid, like plus signs or dots. There were tons of really awesome ideas, however all of them were very abstract. One could ask me, how can we apply that to a real project. For my surprise, – Sawdust – had the answer right in my face. They posted a typography project on Behance titled: “Cover typography for The New York Times for Kids”. The project consists of 12 optical illusions created with lines with different stroke weights, as they mentioned: that will leave you feeling dizzy.
12 optical illusions that will leave you feeling dizzy.
Sawdust is the creative partnership of Jonathan Quainton and Rob Gonzalez. We specialise in bespoke and innovative typography, brand display typefaces, visual identities and image-creation for clients including: Nike, Wired, The New York Times, Apple, Converse, Adidas, Coca-Cola, and more.
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The metrics which come from various SEO tools – be it Ahrefs, Moz, MajesticSEO or others – have been a hot topic ever since their conception.
Metrics, like Domain Authority (DA) from the Moz tool, have not been without their criticisms. Earlier this month, Moz announced they are going to roll out a major upgrade to the DA metric which they claim will make it more trustworthy.
However, there are some major inherent issues to using any metric in the way that DA is used. Here are some fundamental issues why many the industry are put off by this metric.
The problem with DA
One of the most significant problems is how the metric is misused. Novice SEOs are jumping on a metric (be it DA or something else) and focusing on this one metric. Commonly they will:
Only aim to get links over a certain metric
Focus on trying to get their DA number higher
You have a whole sector of the SEO industry focused on selling “high-DA” links. The problem is that determining the strength of a site, page or link by focusing on ONE metric like DA is both inaccurate and unreliable. Here’s why.
1. Third party metrics
Moz currently uses around 40 factors to calculate the DA score, including linking root domains and number of total links among others (which haven’t been fully disclosed). But, on the grand scheme of things, even this isn’t complex enough to accurately calculate the ranking ability of a domain, or the true strength of links coming from a domain.
Look, Google has been crawling the net since 1993. There’s a reason they are the runaway market leader in search tech. Their algorithms are thought to use (at least) 200 factors to assess page rankings. The sheer complexity of their RankBrain algorithm, the ever-changing nature of it, how it adapts, learns human linguistics – means you cannot possibly match it or make guesses or predictions, with a fairly simplistic metric system like DA. It’s just not complex enough to be as accurate.
2. It’s a prediction
Experiencing an increase or decrease in your DA does not directly correlate with a change in your rankings. It is a prediction. Nothing more. Just read this section from Moz.
“Domain Authority is a score (on a 100-point scale) developed by Moz that predicts how well a website will rank on search engines…. Over 40 signals are included in this calculation… this metric is meant to approximate how competitive a given site is in Google.com”
3. Even PageRank was dropped for being too simplistic
PageRank was Google’s “secret sauce” metric released back in 2000. However, it has long since been dropped. The core reason? They didn’t want people focusing so much on a single metric.
Plus, PageRank alone would not ultimately determine where a site ranked. In reality, it was a combination of multiple factors along with the PageRank score. Trying to focus too much in this one score was a distraction.
Here’s an explanation from a Google employee which supports this hypothesis.
And various Google insiders like John Mueller, over many years, have said they have no such internal equivalent of a “website authority” score. Even if they secretly did have an equivalent which they use internally, the fact remains that a single score would never be enough to determine the value. It would always be a combination of multiple factors.
4. It can be manipulated
To some extent, even rankings on Google can be manipulated. As such, DA scores can also be manipulated. And I would bet it’s markedly easier to manipulate a DA score.
If you’re tempted by these “high-DA links” being sold online, you need to consider that measuring the value based on DA alone could be problematic if the DA is not an accurate representation of that link’s true value.
5. Relevance is what really matters
The problem with focusing on a metric like DA is also linked to the fact that people forget to focus on things which matter most when they’re link building or determining the value of a site or page… You know, things like:
Is it a contextually relevant link?
Is the content on the page valuable to visitors?
And to assess these, you don’t even need a metric system. What you do need is to determine it by eye (which is what most experienced manual outreach link builders do).
Or like Google has done by plunging billions of dollars into developing and continually improving an AI system which is capable of doing so!
I don’t want to turn this into a metric-bashing session. What I’m trying to point out is – don’t focus on DA to the point where you ignore other things.
I can see why others value DA so much. In an industry where there are so many intangibles, it can be a relief to find something tangible, like a score out of 100. Over the long term, it can be a fairly valid indicator on how you’re progressing on improving the site, how it ranks, the strength of its link profile, etc.
And I know that a lot of link builders use a baseline DA, and will only build links over a certain score. (e.g., building links with sites with a DA of 25 or more for instance). When used sensibly, it could help weed out what would be deemed low-quality sites, or site’s which don’t have much reach to focus on what would be deemed higher quality sites.
But having said that – it’s a thin line. You need to determine for yourself just how much you want to rely on metrics like DA. Use them sparingly and sensibly and make sure you don’t forget about the metrics which REALLY matter – traffic, engagement and relevance.
And you’ll make better leaps by focusing on those three factors instead.
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Remember when Google introduced that giant model automotive ad format to advertisers a few years ago? Well, it appears the format might be expanding to more verticals.
What they look like. A version of this format with a carousel of images was spotted on mobile by Search Engine Land columnist Glenn Gabe, who heads G-Squared Interactive. The ad, for Nike, appeared on a non-brand query for “what are the best running sneakers.”
Saw this crazy-immersive ad yesterday from Nike. 6 images that I could swipe through with the ability to launch a full page with those images. Not sure I've seen that before. @GinnyMarvin Have you seen this? pic.twitter.com/Aa9P8ZLZHA
The format features multiple headlines followed by a large carousel of images and a description below. Users can swipe through the set of images in the ad. Clicking on any of the images brings up a Google-hosted page of all the images and their captions. A card with a link to the advertiser’s site is at the bottom of that page. Just like any other text ad, clicking on the headline takes you to the advertiser’s site.
Testing, testing. This expansion is just a test for now. “We’re always testing new ways to improve our experience for our advertisers and users, but don’t have anything specific to announce right now,” a Google spokesperson said when we asked about this.
Why you should care. Google has tried images in search ads in several variations — visual sitelinks being the latest. This bigger, splashier format is high impact and demands little effort from advertisers, particularly in verticals likely to already have a diverse selection of high-quality product imagery.
Whether this is rolled out will depend on performance, of course. Bigger ads (RSAs anyone?) typically lead to higher engagement rates. And Google knows from Shopping ads that images can drive high engagement. But will these new ads convert? When the automotive ads launched, Toyota said it had seen higher conversion events at a lower CPA than standard text ads. The model automotive ads have now been in rotation since 2016, which means Google has more than three years of data on how they perform.
It’s also interesting to see this test showing up on a non-brand search query. Model automotive ads typically show only on brand searches.
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Mateusz Urbanowicz aka. Matto, is a very talented illustrator and digital designer. Born and raised in Silesia, Poland, Matto currently lives in Tokyo. The artist has a lot of beautiful artworks on his portfolio. But one series of illustrations he created really caught my attention. Tokyo Storefront series is a collection of exquisite watercolor pieces showcasing Tokyo shops. What is so unique about it is that Matto turns the busy life of Tokyo into delicate illustrations. You are almost transported to a parallel Tokyo where everything is calm and quiet. Subtle lines and colors give life to storefronts the artist encountered in some of his explorations around the city. Forget the concrete jungle and all of the gray colors you see in Tokyo and enjoy some beautiful watercolor storefronts.
I have been to Tokyo in 2013 and I loved everything about it. And Matto is totally right, the small shops in super old buildings will grab your attention. His idea of illustrating these unique storefronts is amazing. The watercolor give them a nice delicate touch. Check out his pieces and get ready to see some Tokyo gems. Make sure to visit his websites to see some making-of videos of his pieces. Enjoy!
Born and raised in Silesia, Poland. Studied electronic engineering until found out that making art can be more than a weird hobby. Finished Computer Graphics at Polish Japanese Institute of Information Technology, and thanks to a Japanese government scholarship, moved to Japan to study animation and comics. Graduated with honors from Kobe Design University with a short animated movie “Right Places.” From 2013 started working as a backgrounds artist and animation creator for Comix Wave Films animation studio in Tokyo. Apart from professional work, keeps creating illustration series, paintings, comics, videos and other personal works.
https://creativeengineroom.com/wp-content/uploads/2015/05/Creative-Engine-Room2.png00creativeenginehttps://creativeengineroom.com/wp-content/uploads/2015/05/Creative-Engine-Room2.pngcreativeengine2019-02-22 16:41:352019-02-22 16:41:35Tokyo Storefronts in Beautiful Watercolor by Mateusz Urbanowicz
Analytics are critical to fuel the success of your marketing investments. Whether you are taking a hard look at your current deployment, or a new deployment is in the works, this non-technical webinar highlights the 5 most common issues that can prevent you from realizing value from your analytics implementation.
Join us to learn best practices that will pay dividends in the long run. Save time and money by going into your next analytics implementation with eyes wide open. Attend this webinar and learn ways to:
Simplify the implementation process.
Ensure business stakeholders are set up to drive decisions from data.
https://creativeengineroom.com/wp-content/uploads/2015/05/Creative-Engine-Room2.png00creativeenginehttps://creativeengineroom.com/wp-content/uploads/2015/05/Creative-Engine-Room2.pngcreativeengine2019-02-15 20:04:152019-02-15 20:04:15How to Prepare for a Successful Marketing Analytics Implementation
Mixing through branding, graphic design and typography, we’ve always been fans of Kevin Cantrell. Learning more about Kevin’s motto/philosophy, we’ll find ourselves in a branding system filled with brand architecture, graphic marks, monograms, seals, badges and much more worth considering. We wouldn’t say that Kevin’s work is expressing a certain style of typography but through the years we can admit that he has put out incredible and inspiring works that explore many colour palettes and layered patterns. His distinct attention to details gave him opportunities to work with big brands out there and also being named by Print Magazine’s 20 under 30 New Visual Artists of 2014.
Currently based in Salt Lake City, Utah, we are taking a closer look at his latest project for Tom’s Town Distilling Co, a company who represents the Kansas City’s first legal distillery since Prohibition. Taking inspiration from Tom Pendergast, we are exploring the strong work from the past that shaped the future of its kind, right now.
Tom’s Town Distilling Co. is downtown Kansas City’s first legal distillery since Prohibition. Drawing inspiration from the country’s most polarizing and corrupt political boss, Tom Pendergast, Tom’s Town brings to life the glamorous magnetism of the Gatsby-era. Rooted in a deco optimism, Kansas City flouted Prohibition under the Pendergast machine. Today as Kansas City experiences its second cultural rebirth, the people are still thirsty. Welcome to Tom’s Town, where free spirits reign. KCS created a comprehension branding identity system including a proprietary font, designed exclusively for Tom’s Town.
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