Q3 2016 Research Report

Google Shopping Trends in India

Insights for Marketers, by Marketers

Google Shopping Campaigns, previously known as Product Listing Ads (PLA), have come far since its launch 3 years ago. It has gone from being an experimental channel to now being

revered as the most essential, indispensable, high-converting channel for every E-Commerce player who has a catalog to showcase online. It’s come to be the preferred

campaign-driver, gaining a hand over vanilla paid search campaigns.As you know, Google Shopping lets retailers bring their entire product inventory online. A

diligent ad format, Shopping allows retailers to closely organise and monitor paid campaigns, replete with optimisations focussed on the bottom line - the all-crucial and ever-

evasive cart conversions.At Sokrati, we work with over 200 digital retailers and marketplaces across 7 countries. This

report is an organisational attempt at digging deep into how and what is converting most using Google Shopping, revealing validations and best practice opportunities for digital

retailers of all sizes.

The insights were drawn from the following data sources:100+ 450+ Million 25+ Billion 8+ Million

Indian Retailers Ad Clicks Impressions Transactions

60% of Google Shopping Transactions

Convert on Large-Screened Devices!

Sokrati Reckons:

Sokrati Suggests:

Did You Know?

● Retailers must optimize their entire website and purchase experience for various device types, catering to specific limitations and leveraging respective capabilities.

● Website accessibility and page loads in weak signal areas, faster updates on mobiles, great quality product images, on both search and product pages to drive comparative searches on larger screens - all of these best practices are recommended for retailers of all sizes.

● Smartphones are clearly proving to be the preferred device to search for things on the go. Products with a low-medium price point convert easily from these quick searches, and Google Shopping Ads are bound to be the key facilitators, with their large ad real estate.

● We note that desktop Shopping Ads convert at 25-30% higher AOV (Average Order Values) than smartphone Shopping Ads.

● Your conversion rate improves by over 20% on an average for every 1 second your Site Load Time reduces!

Click-Through Rates of Google Shopping Ads

are 2X Higher Than Ads on Other Channels

Sokrati Reckons:

Sokrati Suggests:

Did You Know?

● Retailers should consider Google Shopping to be an extension of their website, while ensuring the shopping experience, including product attribute visibility is consistent with that on the website.

● Google Shopping’s rich yet compact Ad format, with its inherent comparative shopping features ensure the product evaluation and consideration stages are complete on the SERP itself.

● Ad clicks, therefore, result in a higher probability of the advertised product being purchased.

● Product images where the actual product is in clear focus can have 30-60% higher CTRs than those where it isn’t.

Products Costing Under 5000 INR Convert 5X

Better on Google Shopping

Sokrati Reckons:

Sokrati Suggests:

Did You Know?

● Retailers should ensure that all product details mentioned within their Google Shopping Campaigns are synchronized with the products available on the website, to avoid any confusion for online shoppers.

● Whether buying digitally or in malls, shoppers take two major factors into account - product prices and discounts. Since Google Shopping clearly displays product prices, it’s an obvious choice for shoppers to purchase the lower priced items, converting much better than the higher-priced ones.

● Comparatively, these products tend to offer higher discount rates, resulting in 23-38% better conversions than lower discount buckets.

● One of the strongest reasons for purchase abandonment is when a shopper finds a difference between the campaign details that influenced him to click on the ad, compared to the details (higher price, irrelevant description, lack of availability) he finds on the corresponding landing page.

Sokrati for E-CommerceFounded by ex-Amazonians, Sokrati offers the most powerful multi-channel performance marketing platform for Online Retail. Sokrati builds predictive intelligence around product merchandise and relevant audience personas - to automate marketing across digital channels like Google Search, Google Shopping, Google Display, Facebook Display, Instagram, Facebook Product Ads, Bing Shopping, Bing Search, Twitter, and Remarketing.

Leveraging its proprietary technology platform, Sokrati works with 200+ E-Commerce startups and conglomerates including eBay, Marks & Spencer and Snapdeal delivering 30%+ upside on digital marketing ROI. Sokrati manages an estimated 25% of India’s E-Commerce Ad Spends and is rapidly expanding globally, currently partnering with household names in 7 countries.

Click Here to Learn More Insights around Google Shopping!