In their most recent survey, AdPilot showed the results have remained largely the same since their first survey in 2018, but the dynamics have changed slightly.
In 2018, only 14.7% of respondents said that they do click on Google Shopping results, whereas this has risen to 16.1% in January 2019. Although this is by no means a landslide victory, it is an optimistic result for companies investing in Google Shopping.
Among the notable results:
- Just under 55% of users don’t click on Google Shopping results
- Just under 30% of users aren’t aware that Google Shopping results are paid adverts
- 23.7% of those ages 18-24 said they do click on Google Shopping results, the highest of age groups
- 54.8% of those aged 55-64 choose not to click on adverts on Google, the highest of all age groups
- 32.9% of those aged 25-24 were unaware that Google Shopping results are paid adverts, the highest of all age groups
For retailers, there has always been the debate over whether using Google Shopping is worth the effort and money for their businesses, and whilst the above stats may seem concerning, it is key to remember that Google Shopping has continued to grow and has become a more popular PPC channel recently.
Google Shopping is highly focused on product targeting rather than keyword targeting. This has resulted in the reduced importance of keywords, so whilst Google Shopping impressions are improving, we are beginning to see a drop in traditional text ads.
It is also key to remember that although the cost-per-click is often higher for Google Shopping ads, you often get a better return on investment than you would for regular pay-per-click listings. In fact, according to Adthena, in 2018 Google Shopping ads accounted for 82.0% of retailers’ search ad spending in January and February in the UK.