Cyber Monday 2017 US Google Shopping Growth Analysis Report

Following in the footsteps of a very strong Black Friday, 2017’s Cyber Monday certainly didn’t disappoint. E-commerce retailers have continued to grow more aggressive with their strategies in Google Shopping, and consumer confidence is on the rise, leading to growth, growth and more growth.

And with no end in sight, this holiday season could end up being one of the biggest yet.

44%

YoY Clicks
Increase

61%

YoY Impressions
Increase

40%

YoY Click-Through-Rate
Increase

30%

YoY Conversions
Increase

Consumer Interaction Keeps Rising

As Google Shopping continues to grow in popularity, the success of e-commerce retailers who utilize it grows right along with it.

2017’s edition of Cyber Monday certainly brought this point to light, as overall interaction with Google Shopping ads continued its steady upward climb.

Consumers clicked on Google Shopping ads 44% more times than in 2016, thanks in part to 61% more impressions. Even more impressive is the fact that with this explosive growth in total traffic, conversion rates saw a slight 2% increase.

64%

YoY Mobile
Clicks Increase

44%

YoY Tablet
Clicks Increase

29%

YoY Desktop
Clicks Increase

5%

YoY Desktop
Conv. Rate Increase

The Battle of the Devices

Although desktop maintained a solid hold on roughly half of all searches this Cyber Monday, Mobile devices and tablets are quickly gaining ground as time progresses.

And while all devices have seen growth, mobile continues to experience the most rapid and head turning pace.

However, even with the booming growth from the other devices, desktops continue to be the most productive overall. Ad spend on desktops rose by over 35% this Cyber Monday compared to last, and still managed to see a nearly 4% increase in return on ad spend.

50%

YoY Ad Spend
Increase

2%

YoY Avg. Order Value
Increase

2%

YoY ROAS
Increase

2%

YoY Conv. Rate
Increase

Efficiency is the Name of the Game

E-commerce retailers spent 50% more on Cyber Monday this year, but didn’t cut into their profits at all. In fact, they managed to grow them slightly.

One can only gather that retailers have broadened their knowledge of how to succeed in Google Shopping considering returns on ad spend and conversion rates also increased. Better, more efficient strategies are being utilized in order to produce results like this.

It didn’t hurt that average order values also went up slightly across the board.

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