Text v Product Ads
2016 Cross-Channel Marketing Report
SocialMobileWhat’s Next
2016
Marin SearchMarin DisplayMarin Social
The State of Shopping Ads: 2016 marinsoftware2
Introduction
Over the past two years, shopping ads have become a very hot topic for search
advertisers. Not only is Google Shopping a huge potential ad channel, there are also
now Bing Shopping Ads and—expanding into social—Facebook Marketplace. Retailers
everywhere have seen the importance of these platforms and have incorporated them
into their campaigns.
For this report, we took a look specifcally at search shopping campaigns, namely
Google and Bing as well as the performance of retailer social advertising. We
examined the performance of Bing and Google Shopping Ads between 2014 and
2015 as well as Facebook Shopping ads since 2015, to understand this ad format and
key performance indicators across two years. We also provide seasonality trends and
forecasts to provide guidance for retailers for the remainder of 2016.
To create this report, we sampled the Marin Global Online Advertising Index, analyzing a representative set
of enterprise retailers spending over $100,000 per month on Google and Bing text ads and Product Listing
Ads (PLAs), now called Shopping Ads. As such, our data and fndings skew toward the performance of larger
retailers, and may not refect performance trends for small retailers. However, the size and diversity of
our dataset enables us to provide the most comprehensive analysis on shopping ad performance.
Where appropriate, all monthly key performance indicators were normalized to January 2015—
instead of exposing absolute values—to more clearly highlight overall trends.
A longitudinal analysis was applied for year-over-year performance. For this
report, we refreshed our client index data pool. This could result in slight
deviations from previously reported data, but makes for more representative
analysis and fndings. The addition of Bing product ad data may also create
some deviations from prior-year data (2014 and 2015).
Methodology
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