You’re probably all tired of hearing about how mobile traffic is so important these days, but here is some actual data from a UK account which proves the point.
From 2013 to 2015
You can see how much mobile traffic is closing up with computer (desktop+laptop) traffic, but perhaps more interesting is the fact that mobile (non tablet) traffic has closed the gap on tablet traffic compared to a few years ago. Smart phones have been getting bigger, better and more usable for surfing the internet over the last few years, so this must be having an impact on phone use relative to tablet use.
E-Commerce conversion rates are still a lot higher for computers, even though this site works really well on mobile devices.
Hence, the revenue from mobile hasn’t caught up with computers as much as the visits / sessions have.
Does this matter if you are using CPA bidding or adjusting CPC Bids for mobile devices? No*.
Does this mean your site needs to be optimised to work well on smart phones and tablets? Yes.
Does this take into account indirect conversions (people researching on mobile then buying on another device)? No.
Is Google lying when they say that there is generally no difference in conversion rates between tablets and computers? Yes.
I’ve been reliably informed that Bing Product Ads will be made available to the UK market mid October 2015.
Bing Product Ads have been available in the USA, and to some of the bigger UK advertisers for a while now.
Though shopping ads seem to rarely show as yet in the UK, here is one example:-
It seems fairly straightforward to import campaigns from AdWords, so it’s definitely one to implement for e-commerce sites once it becomes available.
Further info (USA version):-read more
What effect does decreasing prices (excluding delivery) have on the performance of Google Shopping campaigns?
Here is one example with a fair amount of data :-
Of course, this is not definitive proof that you should never offer free delivery, but it is food for thought.
If anyone else has any evidence to the contrary, I would love to hear about it!read more
Thanks to Google for some information that is actually useful ( https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html ).
Here’s the summary for UK traffic compared to USA traffic, which backs up what I said I thought I knew on twitter not so long ago about Display ads in the UK compared to the USA (though I am surprised that a social click in the UK is more ‘last interaction’ than it is in the USA). I must also point out that the Organic traffic probably looks better than PPC because a higher proportion of organic traffic will come from brand keywords.
Back to the UK again, it also shows what is fairly obvious to anyone who has been doing business online for any length of time. A lot of people take a lot of time to make up their minds and actually make the purchase after visiting your web site, and the higher the value of the purchase, the longer it takes…:-
So, how long does it take for products in Merchant Center to start showing in Google Shopping campaign in AdWords?
I asked the question after there were far fewer products in AdWords than should have been the case.
Apparently, ‘Ideally it should take less than one hour’ for the products to synch between the two products.
So if you are wondering where all your stuff is, give it an hour or 2 and try again… (I have to admit I didn’t get round to trying it again until the following day – but around 18 extra hours certainly made a big difference).read more
While the new Wallet instant buy API (once they eventually make it available) sounds like it could be great for increasing conversions from people with Android phones if nothing else…
(I’m just wondering when they will announce they are retiring Google AdWords and recommend people move to Bing Ads instead)…read more