Q4 2017 US Google Shopping Growth Analysis Report

The conclusion of Q4 2017 brought one of the most successful Google Shopping years to its end, marking yet another quarter of growth for e-commerce retailers utilizing the platform. Naturally, the holiday season, Black Friday and Cyber Monday all contributed massively to retailer success, so comparing the final quarter of the year to the rest is a landslide victory for Q4.

Instead, the measure of the quarters’ success can be found in the comparison to the same period in 2016. The numbers spoke for themselves.

80%

YoY Click
Increase

115%

YoY Impression
Increase

43%

YoY Conversions
Increase

30%

YoY Revenue
Increase

Growth Across the Board

Retailers saw a major increase in traffic from Google Shopping in Q4 of 2017 compared to Q4 of 2016. Total clicks rose by 80% while impressions saw an even heftier 115% increase. This led to significant increases in both sales and revenue, 43% and 30% respectively.

Even more impressive is that with all of this additional traffic, conversion rates on Google Shopping actually went up by 15%. Not only that, but retailers also saw their return on ad spend in Google Shopping rise by 20% as well. So not only are retailers seeing more traffic than ever before, but they’re maintaining efficiency and their overall profit is rising.

117%

YoY Mobile Clicks
Increase

54%

YoY Desktop Clicks
Increase

23%

YoY Desktop Revenue
Increase

40%

YoY Mobile Revenue
Increase

The Device Battle Lives On

As smart phones have continued to become staples in the average consumers every day life, retailers have seen a drastic increase in sales attributed to mobile devices. And as time goes on, more and more people are turning to their devices to make online purchases while they’re on the move. This, among several other contributing factors, has led to continued explosive growth in revenue coming from mobile.

Desktop performance shouldn’t be ignored, however, as retailers have continued to see solid performances coming from the platform. Though the growth is not as explosive as mobile, retailers saw their sales from desktops increase by 38% compared to Q4 2016, as well as a 23% increase in revenue.

290%

YoY RLSA
Clicks Increase

25%

YoY RLSA
Conversions Increase

5%

YoY RLSA
Cost-Per-Click Decrease

10%

YoY RLSA
Revenue Increase

RLSA Boosts Performance

Retailers on Google Shopping experienced an additional boost in their success thanks to RLSA remarketing. Year over year, RLSA audiences improved their performance overall, with massive increases in traffic as well as in sales and revenue compared to Q4 2016.

Utilizing this remarketing strategy in Google Shopping has helped retailers all over the world improve their performance, and is certainly something that should be added to your strategy in Google Shopping, if it hasn’t already.

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