Google Shopping experts at Sokrati have researched across 100 Indian Retailers, 450 Million Ad Clicks, 25 Billion Impressions and 8 Million Transactions to prepare the second edition of our industry report that focuses on Google Shopping trends in India. The report dives deep into the latest Google Shopping performance insights with respect to Other Ad Formats, Product Category, Pricing Buckets and Devices that are sure to help marketers drive better click-throughs and conversions on Shopping Ads.

1. Q3 2016 Research Report
Google Shopping Trends in India
Insights for Marketers, by Marketers

2. Google Shopping Campaigns, previously known as Product Listing Ads (PLA), have come far since
its launch 3 years ago. It has gone from being an experimental channel to now being revered as
the most essential, indispensable, high-converting channel for every E-Commerce player who has
a catalog to showcase online. It’s come to be the preferred campaign-driver, gaining a hand over
vanilla paid search campaigns.
As you know, Google Shopping lets retailers bring their entire product inventory online. A diligent
ad format, Shopping allows retailers to closely organise and monitor paid campaigns, replete with
optimisations focussed on the bottom line - the all-crucial and ever-evasive cart conversions.
At Sokrati, we work with over 200 digital retailers and marketplaces across 7 countries. This
report is an organisational attempt at digging deep into how and what is converting most using
Google Shopping, revealing validations and best practice opportunities for digital retailers of all
sizes.
The insights were drawn from the following data sources:
100+ 450+ Million 25+ Billion 8+ Million
Indian Retailers Ad Clicks Impressions Transactions

3. 60% of Google Shopping
Transactions Convert on
Large-Screened Devices!

5. Sokrati Reckons:
Sokrati Suggests:
Did You Know?
● Retailers must optimize their entire website and purchase experience for various device types,
catering to specific limitations and leveraging respective capabilities.
● Website accessibility and page loads in weak signal areas, faster updates on mobiles, great quality
product images, on both search and product pages to drive comparative searches on larger screens -
all of these best practices are recommended for retailers of all sizes.
● Smartphones are clearly proving to be the preferred device to search for things on the go. Products
with a low-medium price point convert easily from these quick searches, and Google Shopping Ads
are bound to be the key facilitators, with their large ad real estate.
● We note that desktop Shopping Ads convert at 25-30% higher AOV (Average Order Values) than
smartphone Shopping Ads.
● Your conversion rate improves by over 20% on an average for every 1 second your Site Load
Time reduces!

6. Click-Through Rates of
Google Shopping Ads are 2X
Higher Than Ads on Other
Channels

8. Sokrati Reckons:
Sokrati Suggests:
Did You Know?
● Retailers should consider Google Shopping to be an extension of their website, while ensuring
the shopping experience, including product attribute visibility is consistent with that on the
website.
● Google Shopping’s rich yet compact Ad format, with its inherent comparative shopping features
ensure the product evaluation and consideration stages are complete on the SERP itself.
● Ad clicks, therefore, result in a higher probability of the advertised product being purchased.
● Product images where the actual product is in clear focus can have 30-60% higher CTRs than those
where it isn’t.

9. Products Costing Under
5000 INR Convert 5X Better
on Google Shopping

11. Sokrati Reckons:
Sokrati Suggests:
Did You Know?
● Retailers should ensure that all product details mentioned within their Google Shopping Campaigns
are synchronized with the products available on the website, to avoid any confusion for online
shoppers.
● Whether buying digitally or in malls, shoppers take two major factors into account - product prices
and discounts. Since Google Shopping clearly displays product prices, it’s an obvious choice for
shoppers to purchase the lower priced items, converting much better than the higher-priced ones.
● Comparatively, these products tend to offer higher discount rates, resulting in 23-38% better
conversions than lower discount buckets.
● One of the strongest reasons for purchase abandonment is when a shopper finds a difference
between the campaign details that influenced him to click on the ad, compared to the details
(higher price, irrelevant description, lack of availability) he finds on the corresponding landing
page.

12. Sokrati for E-Commerce
Founded by ex-Amazonians, Sokrati offers the most powerful multi-channel performance marketing platform for Online Retail. Sokrati builds predictive
intelligence around product merchandise and relevant audience personas - to automate marketing across digital channels like Google Search, Google Shopping,
Google Display, Facebook Display, Instagram, Facebook Product Ads, Bing Shopping, Bing Search, Twitter, and Remarketing.
Leveraging its proprietary technology platform, Sokrati works with 200+ E-Commerce startups and conglomerates including eBay, Marks & Spencer and
Snapdeal delivering 30%+ upside on digital marketing ROI. Sokrati manages an estimated 25% of India’s E-Commerce Ad Spends and is rapidly expanding
globally, currently partnering with household names in 7 countries.
Click Here to Learn More Insights around Google
Shopping!