Shopping ads and two to four text ads, users now have to scroll far enough down the page to click on something that isn't an ad - a task that becomes even more more difficult when using a small screen of the phone (graph based on internal data). Share of clicks on ads, desktop vs mobile (internal data from crealytics) Second, the move to Google Shopping Ads coincided with an overall increase in ad clicks. In their report, Alphabet does not differentiate the number of clicks generated by Shopping ads versus Search Network ads, but overall paid clicks on Google web properties (e.g., search, Gmail, and YouTube) increased. 53% between the first quarter of 2016 and the first quarter of 2017. This growth could be because
Google is getting higher click-through rates on existing space because it can place three product ads in the same space as a single text ad – and consumers may be more likely to click on image ads than on text. those based. According to our own research in jewelry retouching service the retail industry, Shopping ads now account for around 74% of all ads clicked on Google. Ad click share, Shopping vs. text ads (Crealytics internal data) This growth is also due to the fact that Google has extended the availability of Shopping ads to more general search terms, for example, by displaying Shopping ads on a search for “
Nike”, and not only on “Nike Air Max” ( graph based on internal data). This change is generally good for retailers, as our research also shows that Shopping ads are more likely than text ads to lead to a sale, making them a more cost-effective advertising medium. How to Grow Your Shopping Campaigns Beyond Natural Growth There are a number of tactics you can use to improve the performance of your Shopping campaigns beyond the natural growth that Google currently provides.