Going head to head with Google Smart Bidding: The good, the bad and the weird
The first round of testing revealed Smart Bidding's strength but other tests showed where there is room to grow – and some were just downright odd.
Contributor
Andreas Reiffen's latest articles
Product listing ads, digital co-op and the $13 billion opportunity
By joining forces with brands, retailers making a PLA co-op spend can bid more aggressively and expand their profile where it matters.
A kickback stampede: Why Google’s EU comparison shopping program may carry risk
Google’s ploy to give comparison shopping service providers more market share has triggered a gold rush. Here's why contributor Andreas Reiffen doesn't think that's a good idea.
PPC’s #fakenews: 9 ways bad numbers might look good
Did you know it’s super-easy to fake your way to seemingly good PPC performance? Contributor Andreas Reiffen shares multiple ways to arm yourself against the pay-per-click version of “fake news.”
Beating remarketing addiction and testing for incremental value using Google Analytics
Trying to kick remarketing ads? Contributor Andreas Reiffen discusses why you may be addicted to them and explains how KPIs directly aligned with business objectives help avoid the vicious cycle that comes from ROAS-based objectives.
Giants collide: Google’s impending showdown with Amazon
With Google pushing into retail and Amazon into advertising, where should you invest your ad budget? Contributor Andreas Reiffen says it depends on what you're selling and how much you have to invest.
Side by side: Comparing two performance marketing tools/agencies
Columnist Andreas Reiffen shares his method for testing two different AdWords tools/agencies -- a process which could also be applied to test different campaign strategies.
The vicious cycle of ROAS targets is killing your business
While many companies focus on return on ad spend (ROAS) as their primary KPI for search, columnist Andreas Reiffen believes that ROAS targets can often inhibit growth and new customer acquisition.
The big problem with PPC attribution modeling no one is talking about
The question of which attribution model to use in paid advertising is a tough one to answer, and columnist Andreas Reiffen explains why.
Breaking down silos in e-commerce retail
Want to improve your e-commerce sales? Columnist Andreas Reiffen makes the case for data sharing across marketing channels to avoid lost revenue and wasted ad spend.
How to test (and perfect) nearly everything in PPC
Columnist Andreas Reiffen adapts his talk from SMX London 2017 into a handy "how-to" for search marketers looking to improve ad performance through testing.
How the EU fine will ruin Google Shopping for the consumer
What will be the impact of the European Union's recent antitrust fine against Google? Columnist and shopping ads expert Andreas Reiffen weighs in.
SMX Advanced: A paid search roundup
What are today's cutting-edge PPC strategies? Columnist Andreas Reiffen summarizes a couple of illuminating sessions from the recent SMX Advanced conference.
Why ‘good’ isn’t good enough in Google Shopping
Have you experienced high growth from your Google Shopping ads? You're not the only one. Columnist Andreas Reiffen looks at growth data for product listing ads and explains why even an 89% growth in revenue year over year may not be enough to outpace your competitors.
Voice search becomes voice action: A key talking point at SMX London
Columnist Andreas Reiffen recaps a session from SMX London that focused on the future of voice search -- and what search marketers must do to prepare.
7 ways small retailers can compete with retail giants using Google Shopping
Think you’re too small to benefit from Google Shopping campaigns? Think again! Columnist Andreas Reiffen has some advice for smaller retailers looking to improve their Product Listing Ads.
Google Shopping feed optimization: Speak your customers’ language and write more compelling product titles
Product titles are among the most important factors influencing the performance of your Google Shopping campaigns. Contributor Andreas Reiffen shares data on how to optimize them.
Uncover hidden potential in your paid search and shopping campaigns
In this helpful how-to piece, columnist Andreas Reiffen explains how to find anomalies in your paid search campaigns and address them for improved performance.
Advanced Google Shopping: Is price a proxy for Quality Score in product ads?
Columnist Andreas Reiffen shares insights about price sensitivity and user behavior in Google Shopping, based on an analysis of 15,000 conversions across the German, UK and US markets.
Can you manage your inventory with Google Shopping?
Contributor Andreas Reiffen shares how some companies are calculating yield values in order to better manage their inventory through competitive bidding.
Advanced Optimization Of Google Shopping Campaigns
Contributor Andreas Reiffen shares the key findings from crealytics' research and testing on Google Shopping campaigns.