Google announced the launch of click share to help Google Shopping advertisers better figure out when they’re missing out on traffic. It’s a new metric that shows percentage of total possible clicks received by the advertiser’s shopping ads.
“Let’s walk through an example of how to use click share to identify product groups with potential for more traffic to ensure your ads show prominently enough to maximize traffic to your site on Black Friday,” says Google Shopping product manager Dimitris Meretakis. “First, add the click share column on the Product groups tab. In this example, you see ‘winter coats’ with a click share of 30%. This means that you only got 30 out of every 100 possible clicks on your ‘winter coats’ ads. Second, take this opportunity to adjust your bids for ‘winter coats’ to make them more prominent. Third, make sure to check back frequently, especially for your most popular products, to closely monitor click share and continue to optimize bids.”
“There is more you can do to ensure holiday success. In addition to driving traffic, you’ll want to fine-tune your campaigns to reach new shoppers and drive sales,” Meretakis adds.
Google has created a Holiday Readiness Checklist and a Holiday Survival Checklist to help advertisers manage campaigns throughout the holiday season. The former is to get Shopping campaigns Black Friday-ready while the latter is to make changes to campaigns while they’re going and learn how to adjust bids.
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