Q2 2017 US Google Shopping Growth Analysis Report

Following what was a strong start to the year, retailers on Google Shopping saw continued growth in Q2 of 2017. Although ad spend increased, retailers saw a dramatic uptick in total traffic, top line revenue, and in their return on ad spend. As the year progresses, these trends are anticipated to continue in the same direction leading up to the apex of Black Friday, Cyber Monday and the holiday season.
50%

QoQ Click
Increase

59%

QoQ Impression
Increase

33%

QoQ Conversions
Increase

11%

QoQ Conv. Rate
Increase

Get Seen, Get Clicked, Get Bought

We’ve seen a tremendous jump in traffic from Q1 to Q2 lead to retailers making more conversions with more efficiency. With over 2.3 million clicks and a whopping 33.1 million impressions over the course of Q2, retailers on Google Shopping converted nearly 40,000 times.

Even more impressive is the fact that with all this traffic, retailers still maintained a conversion rate over 2%.

45%

QoQ Ad Spend
Increase

44%

YoY Revenue
Increase

41%

YoY ROAS
Increase

3.5%

YoY Avg. CPC
Increase

Growth, Growth and More Growth

Retailers came back strong in Q2 of 2017, pushing the envelope and getting more aggressive with their Google Shopping spending strategies. Retailers spent nearly $850k on Google Shopping in Q2, a 45% increase from the previous quarter, and brought in over $5.3 million of revenue.

Along with the increase in overall spend and revenue, retailers saw their return on ad spend nearly double in Q2. This is thanks in part to the fact that average CPCs stayed nearly the same, only rising by 3.5%.

50%

QoQ Mobile
Revenue Increase

45%

QoQ Tablet
Revenue Increase

34%

QoQ Tablet/Mobile
ROAS Increase

6%

QoQ Cost/Conv
Increase

Mobile and Tablet Are Stealing The Spotlight

While all three major device platforms saw more success in Q2 2017 compared to Q1 2017, none prospered more than mobile. Retailers on Google Shopping saw revenue jump to over $1.7 million in Q2, a representative look at the trend across e-commerce.

Tablets also saw quite an uptick in performance across the board thanks in part to a $163 average order value, and have continued to drive significant traffic for e-commerce retailers.

52%

QoQ Desktop
Clicks Increase

25%

QoQ Desktop
Conversions Increase

36%

QoQ Desktop
Revenue Increase

54%

QoQ Desktop
ROAS Increase

Desktops Remain Consistent

Even with the surge in sales on Mobile Devices and Tablets, Desktop computers have remained the overall top performer, bringing in over $1.2 million in revenue for retailers in Q2.

This strong Q2 was driven by a higher volume of overall traffic (over 750k clicks and 6.5 million impressions) as well as, once again, more aggressive ad spend strategies. Retailers on Google Shopping spent 31% more, but brought in nearly 20,000 conversions, 25% more than the previous quarter.

Indications are that the strong performance will continue through the remainder of 2017, and will reach its peak during the Q4 holiday season.

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