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2018 Google Shopping Benchmarks Report - Sidecar


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We analyzed e-commerce data across hundreds of retailer sites to determine the definitive state of Google Shopping: The 2018 Google Shopping Benchmarks Report. Access the full research and analysis at

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2018 Google Shopping Benchmarks Report - Sidecar

  1. 1. Google Shopping has become an e-commerce essential for retailers looking to get the most from their online business. With the channel’s rapid expansion has come an increasingly competitive landscape. New questions surround the platform: Is Google Shopping approaching saturation? What do the latest KPIs tell retailers about how to compete in 2018? These are key findings from Sidecar’s 2018 Google Shopping Benchmarks Report. THE GOOGLE SHOPPING GAME IS CHANGING 25% 2016 34% 2017 This infographic is licensed under CC BY-NC-ND 4.0 by Sidecar. Free and available to republish. Source: Sidecar compiled these findings from an analysis of Google AdWords data from 300-plus U.S. retailers’ websites. The analysis was conducted in February 2018. Ad spend across Google’s search network—encompassing Google Shopping and text ads—grew 20% from 2016 to 2017. Increased competition has led to rising CPC on desktop. In 2017, desktop CPC was about 2.5x higher than mobile CPC. While desktop’s CPC is rising, its share of revenue is on the decline. On the other hand, mobile’s share of revenue is growing. Within Google Shopping, investment remained on a steady upward trend YoY. GOOGLE SHOPPING GROWTH As more retailers—including Amazon—invest in Google Shopping, competition across many categories has intensified. In 2017, Amazon's impression share peaked at 60% in the house and home vertical. $ $ $ $$ House/Home Pet Care Sporting Goods Appliances Jan 0% 10% 20% 30% 40% 50% 60% 70% Feb March April May June July Aug Sept Oct Nov Dec 2016 2017 Desktop Mobile Tablet $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 $0.90 Desktop Mobile Tablet Q1 Q2 Q3 2015 Q4 0% 10% 20% 30% 40% 50% 60% 70% 80% Q1 Q2 Q3 2016 Q4 Q1 Q2 Q3 2017 Q4 TabletgTablet DesktopgDesktop MobilegDesktop DesktopgMobile MobilegMobile DesktopgTablet 259% 252% 164% 158% 127% 16% 121% 77% 309% 87% 158% 89% 92% 80% 96%Apparel/Accessories Automotive Parts/Accessories Books/Music/Video Health/Beauty House/Home Mass Merchant Pet Care Sporting Goods Toys/Hobbies Cross-device conversion trends show mobile is winning favor with shoppers and earning its keep as a driver of sales in Google Shopping. The path of shoppers starting their search on desktop and completing their purchase on mobile rose 259% YoY. 2017 closed on a high note. Key retail verticals saw major spikes in revenue growth on mobile devices in the 2017 holiday season, with pet care posting the highest gains. See all the results in Sidecar’s 2018 Google Shopping Benchmarks Report. #1 Nov–Dec 2017