Google Product Listing Ads Generated a 417% increase in Revenues for 2013 Holiday Season
Are you interested in learning how Google Product Listing Ads (PLAs) played a roll in the 2013 holiday shopping season? According to a recent report from Kenshoo, the 2013 shopping season saw record-high global increases in key paid search metrics year-over-year (YoY) with a 27% increase in clicks, 12.5% lift in impressions, and 31% increase in revenues. The big winner was Google PLAs where Kenshoo reported a 417.4% increase in revenues in 2013 vs 2012.
“It’s probably not too surprising to hear that retailers have doubled their year-over-year spend on Google product listing ads this holiday season thus far,” noted Ginny Marvin in a recent article published at Search Engine Land. Marvin also pointed out in her article that their was a four-fold increase in revenue that retailers have realized from PLAs versus 2012, according to a holiday retail report from Kenshoo out this week.
Return on Ad Spend (ROAS) reached $8.62 in the 26 days ending with Cyber Monday that were analyzed for the study. “Yes, PLAs delivered a nearly 9 to one return on investment in the early holiday shopping season,” stated Marvin
PLAs also outperformed traditional paid search text ads across most metrics: 27 percent higher click-through rates, 15 percent lower CPCs and 40 percent higher average order value. Conversion rates remained 20 percent higher on traditional paid search ads, however.
Also interesting is that impressions increased by just 65 percent, but led to a 115 percent increase in clicks for advertisers. The click-through rate rose 30 percent this year to an average of 3.3 percent globally, up from 2.6 percent in 2012.
PLA impressions and clicks peaked on Black Friday, with Cyber Monday trailing slightly behind the traditional kick off of the shopping season. Revenues also peaked on Black Friday. You can read the original article from Ginny Marvin at Search Engine Land and the latest press release from Kenshoo here at PR Newswire.
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