Why Google b2c email list Yields Smaller Orders

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sk58963
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Why Google b2c email list Yields Smaller Orders

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This article appears in the Merkle Dossier 8.1, which includes actionable insights on paid search, SEO, loyalty services, co-op marketing, and more. Download Dossier 8.1 here. Online retailers should know well by now the importance b2c email list of Google Shopping, also known as Product Listing Ads (PLAs), in paid search. As of Q4 2016, these image-based ad units accounted for 48 percent of all Google paid search traffic for retailers, according to the Merkle Digital Marketing Report. With text ads and PLAs now accounting for roughly equal shares of their total Google search ad traffic, many retailers look to compare metrics between these two formats to find opportunities for b2c email list optimizations. One key difference that advertisers have consistently seen over the years is that the average order value (AOV) tends to be smaller for PLAs.

Here we’ll examine the potential causes for such a difference, and explain why it might not make sense for advertisers to try to b2c email list force higher AOVs from their PLAs. Google Shopping AOV Lower than Text Ads across Device Types Comparing AOV for PLAs vs text ads by device type for January 2017, PLA average order b2c email list value was 12 percent lower than that of text ads on desktop and tablets and 17 percent lower on phones. These differences can also be much larger, as about 20 percent of the advertisers studied find PLA average order value more than 30 percent below b2c email list that of text ads for any given device type. Only about 15 percent of advertisers had a higher AOV for Google Shopping than text ads for any given device type.

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Importantly, AOV is lower for PLAs because of differences in both the average number of items purchased per order and the average b2c email list price of the items purchased. Do Product Listing Ad Clickers Buy Fewer Items? While PLAs have steadily expanded to show for a wide range of queries, including very general searches for broad product categories such as “men’s shoes,” PLAs are still more likely to show for queries that indicate the intent to purchase a specific product (for example, “Nike free 5.0 men’s”). For these specific searches, the query indicates that the searcher is looking b2c email list for a single item, and logically it makes sense that searchers are likely to click on a PLA that displays an image of the precise product they’re looking for.
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