Posted by: Kerry Sheahan
Posted on: January 30, 2013 2:52 pm
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.
Posted by: Stacey Cosens
Posted on: January 28, 2013 9:41 am
Recent research released by Covario has revealed that investment in PPC is increasing. The research looked at fourth quarter global paid search analysis and reported the spending on PPC advertising by businesses throughout the world.
In the fourth quarter, paid search was fifteen per cent higher in 2012 compared to the same time in 2011 and on top of that overall annual spending on paid search last year was eighteen per cent higher than in 2011.
Europe’s search spend grew by ten per cent year-on-year during the final quarter of last year, while the America’s increased twenty-one per cent and the Asia-Pacific increased by thirteen per cent.
This adds to mobile PPC’s spectacular increase in the paid search market, that rose by thirty per cent in the fourth quarter, year-on-year.
Part of PPC’s meteoric rise could be attributed to its instant impact, helping sites get noticed above the competition. By paying for your search advertising, you eliminate the time and patience associated with natural SEO, obtaining top positions almost instantly. Not to mention no pesky algorithms to watch out for!
In a culture when time is limited and people want instant results, it is no surprise paid search is enjoying success. Marketers want instant success and consumers want to find what they’re looking for fast.