Q1 2018 US Google Shopping Growth Analysis Report

2018 got off to a strong start for retailers on Google Shopping, as they continued to see growth across a myriad of important data points, including revenue, conversions and return on ad spend (ROAS). Of course, comparing Q1 of 2018 to Q4 of 2017 would be an unbalanced view of things, as the final period of 2017 shattered records thanks to tremendous results on Black Friday and Cyber Monday as well as a historically successful holiday season.

In this report, we’re looking at the start of 2018 as compared to 2017. Getting off to a strong start lays the ground work for a successful year, and Q1 of 2018 has done just that.

87%

YoY Click
Increase

118%

YoY Impression
Increase

20%

YoY Conversions
Increase

20%

YoY Revenue
Increase

More Opportunity Has Led to More Sales

Over the course of a few years, the popularity of Google Shopping has grown exponentially. This has resulted in a couple of things:

  • Consistent growth in overall traffic coming from Google Shopping to e-commerce sites
  • More sales coming from Google Shopping
  • More retailers listing their products on Google Shopping

With an over 90% increase in total ad spend across the platform, it’s evident that retailers are growing more confident in their ability to sell on Google Shopping. It’s also clear that more and more businesses are expanding their focus further into e-commerce.

Though overall ad spend has increased, retailers haven’t seen any significant drop in efficiency. In fact, they saw a 22% increase in their return on ad spend in addition to 20% increase in revenue an 13% increase in conversion rate.

63%

YoY Desktop Clicks
Increase

78%

YoY Desktop Impressions
Increase

26%

YoY Desktop Revenue
Increase

32%

YoY Desktop ROAS
Increase

Desktops Maintain Their ‘Ole Reliable’ Status

Even as we’ve continued to witness the blossoming of mobile shopping into a major source for e-commerce traffic and sales, desktops have remained at the top of the performance hierarchy.

It’s no surprise considering the platform had the most overall traffic as well as the largest improvement in Google Shopping conversion rate at 14%.

The lesson? Even though more people are buying on mobile than ever before, you still must maintain a strong grasp on how your ad dollars are being spent on desktop.

66%

YoY Tablet Clicks
Increase

16%

YoY Tablet Conversions
Increase

108%

YoY Mobile Clicks
Increase

33%

YoY Mobile Revenue
Increase

Mobile and Tablets Are Holding Their Own

With the rise of M-Commerce has come a significant increase in sales and traffic volume coming from mobile devices and tablets. This is thanks in part to the over 100% increase in impressions coming from both platforms, a drastic year over year increase.

This increase in visibility has led to more total transactions coming from them. Mobile saw a 30% increase in conversions, while tablets saw a 16% increase to begin the year.

Even more encouraging is the fact that with increased visibility and sales, there was no negative effect on their ROI. In fact, it rose by nearly 20% year over year.

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