On the heels of Google’s success with Product Listing Ads and Shopping Campaigns, other publishers have developed their own product ad platforms, most notably Bing with its Product Ads and Facebook’s Dynamic Product Ads. These major players have proven that shopping ads are a viable and highly effective marketing investment for digital advertisers.
And, shopping ad campaigns have now been around long enough for us to identify exactly which trends retail advertisers should be most aware of.
1. Holiday Shoppers Love Product Ads
In 2014, advertisers spent a whopping 318% more on product ads in December than they did in January of the same year. Share of clicks closely mirrored this spend, with one in four paid-search clicks being on a product ad in December of 2014.
It’s undeniable that this trend will continue, as spend continues to increase, product ads get more sophisticated, and advertisers continually optimize for the most aesthetically pleasing and persuasive ads.
2. Images and Text are Neck-and-Neck
Again, the holidays are always a boon for digital advertisers in the retail space. During Q4 of the last couple of years, spend on shopping ads pulled ahead of text ads, since retailers served engaging and eye-catching ads during that time. What’s surprising, however, is that this year, text ads have an advantage.
Since mid-year 2014, text ad CTR has actually increased, and overtook shopping ad CTR until the end of the year.
3. Mobile’s on the Move
Not only are we experiencing a mobile revolution – there is a groundswell of mobile ad clicks. Even though desktops had a 25% increase in clicks during November and December of 2014, this pales in comparison to smartphone’s almost 90% increase between January and December. During the holidays, consumers are now shopping and clicking at the same time, on screens uniquely designed to offer ads, deals, and product information to someone on the go.
For more information and data charts on Google and Bing shopping ad 2014 performance, download our new report, Google and Bing Shopping Ads Report: Current Trends and What Lies Ahead.