So, who should you bid more on? Male or female? It will depend on what you are selling. Here’s a sample from one account:-
Which suggests in this case that women are more likely to click on ads and are less likely to convert.
But it will be interesting to see how it pans out once demographic bidding for search campaigns becomes available on all accounts…
Seems to be working reasonably well in most cases so far…
Here’s one example :-
This is a campaign that is somewhat seasonal, and it would usually make more sense to compare to ‘previous year’ rather than ‘previous period’, but I couldn’t in this particular case. At any rate it is still a bigger improvement than another shopping campaign in this account that has using enhanced CPC bidding during the same periods.
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