Well, we’re just 5 days out from Google’s deadline for sending your complete data feed to Google Shopping to cash in on the 10% discount incentive. If you’ve been hiding under a rock for the past couple months and you don’t know about this–or if you are a just a procrastinator–you can find everything you need to know on our Retailer’s Roadmap to Google Shopping Success.
On this past week’s Tuesday 20 Jon Venverloh from Google joined Mark Vandegrift to discuss Google Shopping. Jon will join us next Tuesday as well to discuss Campaign Structure and Bidding Strategy–it’s not one to miss as you plan how to get ahead with Google Shopping this holiday season.
We’ve also run some additional numbers to take a look at the traffic levels that a sample of our retailers are experiencing. The red line represents Google Shopping traffic from non-PLA sources, and the blue line Google Shopping traffic through PLA. Clearly the two are inverting with the cross-over taking place in late July.
We expect this trend to continue until October 1 when all traffic will convert to the Google Shopping paid model that’s driven by PLAs.
Some other observations:
Google is increasing effectiveness with PLAs:
- Historically, PLAs have been less effective than other areas of Google Shopping in terms of Revenue / Click. However, in July they became equally effective. Starting at the end of July, PLAs became substantially more effective than other areas of Google Shopping.
- From April 1 to date, Orders per Click has doubled for PLAs.
- From April 1 to date, Revenue per Click has tripled for PLAs.
If you haven’t started listing your full data feed on Google Shopping yet, stop dragging your feet! Give us a call at 866-264-8594 and we’ll help you out.