Ahead of the silly season, cross-channel performance advertising cloud Marin Software, has released a report about the impact of mobile devices and click through rates. The report is titled Google and Bing Shopping Ads Report: Current Trends and What Lies Ahead.
Surveying enterprise retailers spending over $100,000 USD per month on Google and Bing text ads and product listing ads (PLA’s), Marin Software sought to understand shopping trends ahead of the silly season and discovered opportunities for brands across mobile increased significantly throughout the year on both desktop and mobile.
While desktops had a strong 25 per cent increase in clicks during November and December, smartphone clicks increased almost 90 per cent between January and December.
Following Google’s success with Product Listing Ads and Shopping Campaigns, many publishers have come out with their own product ads, such Facebook’s Dynamic Product Ads. The usage and acceptance of this ad type has become the norm for consumers, and digital advertisers have followed suit in their search ad campaign strategies, reveals Marin Software.
“This is the kind of data analysis that retail marketers can use immediately in anticipation of the upcoming holiday season,” said John McNulty, head of global marketing at Marin Software. “As more and more consumers move to mobile, we’re seeing the same shift in their on-the-go purchasing behaviors. What’s eye opening for us is the heightened effectiveness of image based shopping ads over text during the holiday season. With publishers like Google and Facebook all making shopping ad platforms the norm, ad campaign strategies will no doubt echo this trend.”
Advertisers use Marin to create, target, and convert precise audiences based on recent buying signals from users’ search, social and display interactions. Headquartered in San Francisco with offices in nine countries, Marin’s technology automates advertising with the largest publishers around the globe.
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