2018-谷歌购物的兴起（英文版）-5mb

Adthena Search Advertising Report Summary: The Rise of Google Shopping

Core Content

This report highlights the significant growth and adoption of Google Shopping ads (Product Listing Ads or PLAs) in the US and UK retail markets, showing how they have become the dominant ad format in retail search. The analysis is based on data from over 40 million ads across 267,000 advertisers, offering insights into ad spend distribution, performance metrics, and consumer behavior.

Main Points

Google Shopping Ad Spend Dominates

• US: Google Shopping ads account for 76.4% of retail search ad spend and 85.3% of all clicks.
• UK: Google Shopping ads make up 82% of retail ad spend and capture 87.9% of clicks.
• This trend is consistent across most retail categories, with consumer electronics being the most invested in PLA ads, and beauty and personal care the least.

Mobile and Desktop Performance

• Mobile PLA ad spend now matches desktop in the US and UK, each accounting for 38.5% of total retail search budgets.
• Desktop still generates a slightly higher share of clicks than mobile in both regions, with US desktop clicks at 43.5% and UK at 52.3%.
• In the US, fashion and apparel and consumer electronics show the highest investment in mobile PLA, while UK fashion and apparel is the most invested in desktop PLA.

Non-Brand Keywords Drive Shopping Ads

• In the US, 66% of Google Shopping ad spend is driven by non-brand keywords.
• In the UK, this figure rises to 79.5%, indicating a stronger reliance on generic search terms for shopping ad campaigns.

Keyword Diversity

• The number of keywords used in shopping ads is similar to that of desktop text ads, suggesting that these ads influence consumer decisions across the entire purchase journey, not just at the point of purchase.
• The US has a slightly greater adoption of mobile PLAs compared to the UK, as shown by the higher number of search terms used for mobile campaigns.

The Future of Google Shopping

• The format is expected to grow further, especially in mobile, due to its effectiveness and increasing prominence in SERPs.
• Retailers that master the nuances of specific categories will gain a competitive edge in shaping consumer ad experiences.
• New formats like Google Shopping Showcase may further change the landscape, requiring advertisers to be more agile in their strategies.

Key Stats

Share of Ad Spend and Impressions

• US: Google Shopping ads make up 76.4% of ad spend and win 85.3% of clicks.
• UK: Google Shopping ads account for 82% of ad spend and capture 87.9% of clicks.
• Fashion and Apparel (US): 84.6% of ad spend and 89.7% of clicks.
• Consumer Electronics (US): 86.1% of ad spend on PLAs, with only 13.9% on text ads.
• Beauty and Personal Care (US): 64.4% of ad spend on PLAs.
• Consumer Electronics (UK): 78.3% of ad spend on PLAs.
• Fashion and Apparel (UK): 54.2% of ad spend on PLAs, with 55.1% of clicks.

Mobile Performance

• US: Mobile PLA ad spend is 38.5%, receiving 41.8% of clicks.
• UK: Mobile PLA ad spend is 34.8%, capturing 35.6% of clicks.
• Mobile PLA spend is 79% of total US and 81.2% of total UK ad spend.

Click Spend Ratio

• Google Shopping ads have a better click/spend ratio than text ads in most categories.
• In the US, sports and fitness shows high potential for growth, with 39.3% of clicks on mobile PLA despite only 32.8% of ad spend.

Conclusion

The report emphasizes the increasing importance of Google Shopping ads in the retail advertising landscape, driven by their effectiveness and the growing presence of non-brand search terms. As the format continues to evolve, retailers must adapt their strategies to optimize performance across both desktop and mobile platforms. The shift in ad spend from text to shopping ads indicates a clear trend towards more visual, product-focused advertising, which is expected to grow further in 2018 and beyond.