Back in May 2012 when Google dropped the bombshell that its Product Search would become Google Shopping, many an online retailer was annoyed that they would no longer be able to enjoy the free extra traffic that the platform provided.
Google describes the move as an attempt to encourage merchants to make shopping results more effective for consumers through providing more up to date and relevant information on their products, like accurate pricing, recent photos and availability data.
With the transition from a free to a paid service taking place in just a couple of weeks, on 13th February, we’ve taken a look at how marketers on the other side of the pond have dealt with the change.
Research from Marin Software suggests that actually, those who have adopted Google Shopping in the U.S. appear to be achieving a great deal of success, especially over the festive season. More than 100,000 retailers now use the platform in the States and with click shares now increasing from 2.1% to 6.6% it’s not hard to see why.
This also suggests that shoppers are finding the ads increasingly relevant to their search queries. Better still, product listing ads ended the year with a higher click through rate and lower average clicks than text ads. However, as we are dealing with the Christmas period here, this success could be attributed to an increase in product related searches.
Either way it will be interesting to see how the transition is received over here, and whether paid search marketers will allocate part of their budget to Google Shopping.