Traffic Insights From Google Shopping Search Partners

By Rebekah Schelfhout

google-shopping-cart1-ss-1920

On the 9th of September, Google announced it was testing Google Shopping for selected partners running AdSense for Shopping, which include e-commerce sites like Walmart.com. I carried out some research across accounts in our agency to see what the impact has been since this announcement.

The Impact So Far

Even though Google did state this would be a slow rollout to partner sites, I was expecting to see a bigger impact than we are seeing at the moment for most of our accounts.

Below, you can see impressions for the UK and USA for a client that sells fancy dress items (aka costume items).

SP-UK-USA-Traffic

As of September 14th, impressions did start to increase for the USA shopping campaigns. Pre-announcement, they had hovered at around 10,000 impressions while the testing was still pretty small-scale.

Impressions in the UK have also increased, but they are showing on a much smaller scale than in the U.S.

I also checked into some shopping campaigns running in Australia where there are still equally low volumes of impressions, on par with what we’re seeing in the UK. This is a similar story for quite a few of the accounts that I checked.

One outlier that I came across can be seen below for a cosmetics company running in the U.S.

shopping-SP-impression-increase

As of October 20th, the company saw its Search Partner impressions shoot up past those coming in from search! The actual clicks that came in were minimal, however, which indicates perhaps the partner site:

  • Didn’t have ads showing in a very prominent position
  • Wasn’t showing the most relevant products for the search terms

We also know from Google search that partner sites tend to have a much lower click-through rate, so we’ll need to wait for the volume of impressions to increase before we can …read more

Source:: SearchEngineLand

      

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