Adlucent Data Reveals Growing Influence of Google Shopping Product Listing Ads
AUSTIN, Texas, Dec. 20, 2012
AUSTIN, Texas, Dec. 20, 2012 /PRNewswire/ --Adlucent today unveiled new data
on the growth and performance of Google Shopping Product Listing Ads (PLAs)
this holiday season. The data shows that Google's recent transition to Google
Shopping has driven explosive growth for the PLA search ad unit and is rapidly
changing the way that shoppers engage brands through search.
Key findings from the analysis, which covers hundreds of millions of searches
over the primary holiday buying weeks, include:
oClick-through rates for PLAs have been about 95% higher than text ads
while CPCs have been about 7% higher.
oRetailers have allocated on average about 20% of their non-brand spend to
PLAs throughout the holiday season.
oPLA conversion rates have been 123% higher than text ads, while average
order values (AOVs) have been about 7% lower.
oPLAs have been effective at driving conversions on non-brand terms (i.e.
Floral Lace Dress vs. Free People Dress), often a key source for new
"The click-through and conversion rates for PLAs during the holiday season
have exceeded our expectations," said Michael Griffin, founder and Chief
Executive Officer at Adlucent. "It's exciting to see consumers respond so
positively as it means a gap is being filled in their shopping and
decision-making process - and that Google and advertisers are evolving and
investing in relevant new channels."
Adlucent's Precision Product Matching technology and approach allows retailers
to easily and successfully manage PLAs at the product level, carefully
matching search queries to the right item and bid based on a deep
understanding of consumer intent.
"Through Adlucent, we have been able to supercharge our PLA program by
strategically focusing on the right products to showcasethis holiday," said
Jason Reeder, Marketing Manager at Skinit. "Adlucent was instrumental in
providing a more nuanced understanding of why particular PLA imagesdrive
higherclick-through and conversion rates. This insight, in combination with
optimization of the top-performing products from over 500,000 SKUs, enabled us
to achieve top PLA positioning, grow market share and drive our highest daily
Adlucent brings more than 10 years of experience in performance marketing and
retail analytics to help retail brands quickly capitalize on the new market
share and revenue offered by Google Shopping's PLAs. Recent successes include:
oBabyEarth Achieves Aggressive Growth with Google Shopping: Average
monthly PLA revenue increases 129% under Adlucent management
oAdorama Capitalizes on Google PLAs: PLAs deliver 63% revenue contribution
in one quarter for Adorama.
oAdlucent Drives Record Performance for Retailers Through Cyber Monday:
Adlucent clients achieve 72% year-over-year revenue increase with 18%
increase in spend on Black Friday; 41% revenue increase with 19% increase
in spend on Cyber Monday.
Adlucent is a marketing technology and analytics company based in Austin,
Texas, focusing solely on retail and eCommerce companies. Leveraging its Deep
Search® search marketing and retail analytics platform, Adlucent's experts
help the smartest retailers acquire new customers and grow revenue profitably
through digital marketing. Expanding from a decade-long relationship with
Amazon.com, Adlucent's current client base includes innovative retail brands
such as Oriental Trading Company, Harry & David, Jewelry Television, and Free
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