AI isn’t your boss; 𝗶𝘁’𝘀 𝘆𝗼𝘂𝗿 𝗶𝗻𝘁𝗲𝗿𝗻. An algorithm doesn’t care if your new product line gathers dust because it lacks historical data. And it certainly won’t think about your long-term vision. 𝗧𝗵𝗮𝘁’𝘀 𝘆𝗼𝘂𝗿 𝗷𝗼𝗯. • 𝗦𝘁𝗲𝗲𝗿 𝘁𝗵𝗲 𝗔𝗜: PMax isn’t going to magically align with your goals. • 𝗙𝗲𝗲𝗱 𝗶𝘁 𝗱𝗮𝘁𝗮 𝘁𝗵𝗮𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: profit margins, inventory levels, or even seasonality. It’s like training a dog; you don’t want it chasing every squirrel in the park. 🐕 • 𝗦𝗲𝗴𝗺𝗲𝗻𝘁 𝘀𝗺𝗮𝗿𝘁𝗲𝗿: Not all products are created equal. Multi-dimensional product segmentation lets you prioritize high-margin products, seasonal hits, or new launches. This isn’t about micromanaging; it’s about smarter automation. Think chess, not checkers. ♟️ Automation won’t replace you—𝗯𝘂𝘁 𝘁𝗵𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿 𝘄𝗵𝗼 𝗹𝗲𝗮𝗿𝗻𝘀 𝘁𝗼 𝗺𝗮𝘀𝘁𝗲𝗿 𝗶𝘁 𝘄𝗶𝗹𝗹. Watch Mike Ryan full talk DMEXCO - Digital Marketing Expo & Conference on demand and start replacing “set-it-and-forget-it” for “test-it-and-dominate-it”: https://lnkd.in/dpky9ASp
Smarter Ecommerce (smec)
IT-Dienstleistungen und IT-Beratung
Boost your online retail with our SaaS: Intelligent software & expert services that tailor ads to your business goals.
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smec - Smarter Ecommerce is helping online retailers get the best out of their Google & Microsoft Ads for over 16 years. We combine our software with the expertise of our PPC experts to optimize the performance of their paid search ads. We make sure every ad campaign is precisely aligned with what retailers want to achieve. Whether it's improving ROAS, pushing certain product lines, or just ramping up overall profitability, our software tailors ad campaigns to grow these goals. Offering the cross-channel solution for Google and Microsoft, we go beyond traditional advertising methods by allowing retailers to seamlessly manage ad campaigns for both channels on one platform. This holistic strategy, powered by our proprietary AI, ensures your campaigns are more connected and effective, allowing your marketing team to concentrate on broader strategies while we handle the details. Our solution has helped esteemed partners like Decathlon and the Miami HEAT achieve up to 52% more ROAS and an astounding 70% revenue growth. Our proven track record speaks volumes, with our strategies contributing to €5bn in annual revenue for our clients. Managing over €550m in ad spend for more than 360 ecommerce clients across 49 countries, we bring a global perspective and a wealth of experience to every campaign. We are driven by excellence, passion, integrity, and cleverness and by living up to our EPIC values we've become one of Europe's Top 50 Great Places to Work. More than 100 EPIC employees from 25 different countries are following their professional passion at one of our locations in Linz, Vienna or London.
- Website
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http://www.smarter-ecommerce.com
Externer Link zu Smarter Ecommerce (smec)
- Branche
- IT-Dienstleistungen und IT-Beratung
- Größe
- 51–200 Beschäftigte
- Hauptsitz
- Linz
- Art
- Privatunternehmen
- Gegründet
- 2007
- Spezialgebiete
- E-Commerce, Google Shopping, SEM, SEA, Google AdWords, PPC, Google Ads, Online Marketing, Keyword Sourcing, Feed Management, Data Visualization, Online Advertising, Paid Search, Mobile Ads, Google Analytics, CSS, Price Comparison, Bid Management und Machine Learning
Orte
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Primär
Wegbeschreibung
Peter-Behrens-Platz 9
Tabakfabrik Linz, 4. Stock, Stiege A–C
Linz, 4020, AT
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Wegbeschreibung
Mariahilfer Straße
Wien, Wien 1070, AT
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Wegbeschreibung
31-35 Kirby Street
London, Holborn EC1N 8TE, GB
Beschäftigte von Smarter Ecommerce (smec)
Updates
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🚨 Attention you savvy marketing legends! Your opinion is needed! As we kiss 2024 goodbye, which Google Ads dumpster fire are you most excited to leave behind? 👀 Got another gripe that made you rage-quit? Drop it in the comments – misery LOVES company!
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What is Amazon Haul? What's the deal with the DOJ cases against Google? Are Meta ads working hard or hardly working? Mike Ryan spills the verbal tea. And boy is it a whirlwind! Check out the latest episode of Growing Ecommerce in which Mike gives you a year's end rundown on the latest and greatest updates in ecommerce, and what you can expect going into 2025. Listen and subscribe now on Spotify, Apple Podcasts, YouTube, and wherever your get your podcasts from! 🔗 YouTube: youtu.be/vpnUFPSBzgY 🔗 Apple: apple.co/4gmafcQ 🔗 Spotify: spoti.fi/4gHBzlA
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Mike Ryan uncovered an explosive change in PMax placement behavior starting in March 2024. The culprit? The Google Search Partner Network (SPN). 🔍 The insight: Before March, SPN impressions were "out of sight" – blended into other pools and unreportable. Now, Google’s new reporting features have surfaced this traffic, and here’s the punchline: • 𝗦𝗣𝗡 𝗽𝗹𝗮𝗰𝗲𝗺𝗲𝗻𝘁𝘀 𝘀𝘂𝗿𝗴𝗲𝗱 𝘁𝗼 𝗮 𝗺𝗲𝗱𝗶𝗮𝗻 𝗼𝗳 𝟱.𝟯% 𝗼𝗳 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀 in PMax feed-only campaigns! • These placements have 𝗮 𝟯𝟳% 𝗹𝗼𝘄𝗲𝗿 𝗥𝗢𝗔𝗦 𝗰𝗼𝗺𝗽𝗮𝗿𝗲𝗱 𝘁𝗼 𝗚𝗼𝗼𝗴𝗹𝗲 𝗦𝗲𝗮𝗿𝗰𝗵. 🛠 What can retailers do? • Exclude individual SPN placements that underperform, while retaining those that offer cost-effective reach. • For advertisers using Performance Max, this reinforces the need for strong monitoring and segmentation tools to manage where and how your budget is spent. 👇 For a deeper rundown, check out Mike Ryan's full post below. If you need support understanding how this shift might impact your business, don’t hesitate to get in touch with us here on LinkedIn. We’re here to help!
Here's a fascinating "out-of-sight" insight for you. PMax placement data apparently started to explode in March 2024, for both full-build and feed-only PMax campaigns. What happened? Did the "feed-only" approach stop working? Were these really net-new impressions? And why didn't your favorite PMax monitoring script or tool pick up this change? 𝗪𝗵𝗮𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝗲𝗱? Back in April, I detected a huge surge in Google Owned & Operated PMax impressions. I speculated that these were net-new impressions due to YouTube Shorts ad inventory. I was wrong. To get to the bottom of this, I looked at a sample of 200 feed-only PMax campaigns, data courtesy of Smarter Ecommerce (smec). I chose feed-only because this behavior is less expected here, and because the "new" impressions are easier to isolate. ➞ Prior to March 2024, PMax Placements were rare, accounting for one-tenth of a percent of campaign impressions – and most commonly 𝟬%. ➞ After March 2024, the number skyrocketed to a median of 𝟱.𝟯%. These impressions are not limited to GO&O, but also lots of Website impressions. 𝗘𝗻𝘁𝗲𝗿 𝗦𝗣𝗡 In late 2023, bombshell reporting from an adtech research firm showed that PMax was serving ads on porn sites and sanctioned Iranian sites via the Google Search Partner Network (a.k.a. SPN or GSP). Search Partner inventory is a key auxiliary layer for Google ad revenue, while, for merchants, it offers extra reach at low cost – if they're comfortable with the performance & brand implications of budget buys. No one except Google knows for sure how big SPN is. Some websites are even completely anonymous, shielded behind addresses like: "1ddf0ee25ef47f46[.]anonymous[.]google” A week after the bombshell report, Google promised to offer SPN placement reporting and the ability to exclude this traffic. They made good on this promise – you guessed it – in March 2024. 𝗨𝗻𝗿𝗮𝘃𝗲𝗹𝗶𝗻𝗴 𝘁𝗵𝗲 𝗺𝘆𝘀𝘁𝗲𝗿𝘆 These impressions are NOT new – they were always there, but they were blended in with other impression pools. Regrettably, they can be hard to report because they are still not *labelled* as SPN. All PMax traffic is considered "cross-network" Your favorite PMax scripts missed this, because those scripts are estimating and reverse-calculating PMax traffic based on cost and conversion data. PMax Placement only recently became availbale via API and the field isn't yet delivering data to scripts. This is NOT just a PMax thing. I looked at 8.5 million Shopping impressions on Black Friday and found they were 5.4% SPN – almost identical to the median value of PMax. 𝗪𝗵𝗮𝘁 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗱𝗼 You can exclude individual SPN placements at the account level. This will apply to all campaign types including PMax. SPN is a budget buy. It doesn't convert as well, but it also doesn't cost as much. I crunched the numbers for you, and the Shopping via SPN has a ROAS 37% lower than Google Search. It's advisable to exclude the worst of it and hang on to the rest.
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Black Friday WRAPPED: You profited from -𝟭𝟭% 𝗖𝗣𝗖 𝗬𝗼𝗬. Thanks, Temu! Say whaaat? Yep, 2024 brought record-low CPCs—thanks, among other things, to ecommerce giants like Temu and AliExpress stepping back from Google Ads auctions. But that’s just the start of the wild numbers this year: 👇 • +𝟭𝟲% Conversion Volume YoY • Median ROAS hit 𝟱.𝟳 • +𝟴.𝟳% AOV YoY Get the full scoop in our very special 𝗕𝗹𝗮𝗰𝗸 𝗙𝗿𝗶𝗱𝗮𝘆 𝗪𝗿𝗮𝗽𝗽𝗲𝗱, including action steps to crush the late-holiday rush and prep for 2025 like a pro.
Your Black Friday WRAPPED! – How Temu gifted you -11% CPC
Smarter Ecommerce (smec) auf LinkedIn
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𝗖𝗢𝗡𝗚𝗥𝗔𝗧𝗦! You've spent 𝟴,𝟳𝟲𝟬 𝗵𝗼𝘂𝗿𝘀 this year trying to make sense of Performance Max without throwing your desk out of the window! You’ve survived black-box algorithms, skyrocketing CPCs, endless "helpful" bid recommendations, and PMax campaigns that ate your brand traffic like it was Thanksgiving dinner. So, how’d you fare in 2024? 🤔 Did you avoid PMax’s AI-generated creative “masterpieces”? 🤔 Did you survive the “Broad Match Renaissance”? 🤔 And most importantly… did you keep your sanity intact? This year’s Google Ads Wrapped is here to celebrate YOUR highs, lows, and outright absurdities of your PPC journey. Prepare to laugh, cry, and maybe shake your head in disbelief. Swipe through the slider to see how your year stacked up—because if you can’t laugh at the chaos, what’s the point? #GoogleAds #PerformanceMax #PMaxWrapped #DigitalAdvertising #Ecommerce #wrapped #SpotifyWrapped
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What if we told you that 5 to 6% of all PMax impressions are served via the Search Partner Network? Would you think less of PMax? Would it confirm your worst suspicions? But what if we then told you that standard Shopping impressions are ALSO roughly 6% SPN? Mike Ryan, our Head of Ecommerce Insights, investigates a surge in new impressions on PMax, uncovering its link to recent Google Search Partners controversies – and revealing how the data has evolved. And finally, if you are concerned about SPN placements, Mike explains what you can do about it.
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How was Black Friday in Europe? The numbers are in! Our Head of Ecommerce Insights Mike Ryan explains: 𝗕𝗶𝗴 𝗣𝗶𝗰𝘁𝘂𝗿𝗲 Based on data from thousands of PMax and Google Shopping campaigns, Black Friday was really solid for the median advertiser. While the macroeconomic picture has been shaky in Europe, it seems consumers had more appetite for deal-hunting and spending than the last couple of years. • median conversions +16% Y/Y • median ROAS 5.7 vs 4.6 last year This "one-two punch" of volume & efficiency was driven by: • +8.7% AOV Y/Y • +2.8% conv. rate Y/Y • -10.7% CPC Y/Y CPCs were very expensive compared to the annual average, but they were often discounted relative to last year, and performance delivered against that premium price. Our Chief Client Officer Christian Scharmüller notes: "This year’s later Black Friday date concentrated purchases and fueled deal-seeking behavior." 𝗛𝗲𝗮𝗱𝗿𝗼𝗼𝗺 While early numbers suggest satisfying Google Ads performance in Europe, these platform-reported figures need to be validated against business actuals. The best way to achieve an alignment between your ad platform and your business back end is to help Google's algorithm integrating & activating as much first-party product data as possible. Additionally, Mike points out that there's evidence bidding and budgets could have been stronger in late evening hours – and Black Friday is only the starting pistol of the exhausting holiday sprint. For more news & views, follow us here at Smarter Ecommerce (smec) #ecommerce #DigitalMarketing #BlackFriday