Google Shopping Waste
Google Shopping or Product List Ads (PLA’s) are an amazing channel to generate results for your ecommerce website. In most cases, it will most likely generate the desired results you want, but due to the nature of how Product Listing Ads work, it probably does so in a very inefficient manner.
For instance, you could still hit your desired target and have up to 98% of the money you invested into PLA’s spent on search terms that didn’t convert.
Sure, this is an extreme, but it does happen and it happens more than you think. A new client who joined biddible spent a total of £1,521.66 on PLA’s over the past 30 days. Only £25.68 generated conversions and that delivered a return of 35916%.
When scaled over a year, the same client spent just over £21k on PLA’s and made their desired return of over 1200%. But 92% of their 12 months’ investment into PLA’s was spent on Search Terms that didn’t convert.
It’s quite a staggering figure really. Now don’t get me wrong, PLA’s are always going to be generating waste as you have no keyword control, apart from Negatives. But without a strategy to combat this waste and bring that figure down, do you know how much you could be wasting?
We’re pretty handy when it comes to managing Google Shopping, we’re a Google Premier Partner who specialise in Shopping and we were recently shortlised by Google for Best Use of Shopping across Europe. Africa and The Middle East. To find out how much of your PLA investment converted for you last year get in touch with us for a free comprehensive audit and make sure you reduce your Google Shopping waste this year.