Study: Google PLAs Drive 20% of Overall Store Performance Thanksgiving Weekend

By Tinuiti Team

Dec 12 2013

The 2013 Black Friday & Cyber Monday Google Shopping Report

We just released our first annual Black Friday & Cyber Monday Google Shopping Report, and our study yielded some interesting results.

In a nutshell, we randomly sampled a portion of our clients and looked at their overall store and Google Shopping performance over Thanksgiving weekend (11/28 – 12/2). What we found is that, on average:

Google Shopping accounted for 20.19% of overall store traffic
Google Shopping accounted for 18.75% of overall store revenue

Translation: Product Listing Ads are a significant traffic and revenue driver during peak shopping periods.

And it’s growing up fast.

Looking at the YOY performance numbers (compared with last Thanksgiving weekend, 11/22 – 11/26/12), Google Shopping was on average:

Up 143.50% in traffic driven
Up 238.22% in revenue generated

For both shoppers and retailers, Google Shopping is poised for some big things in 2014. Our study reaffirmed that Google Product Listing Ads will continue to be a huge contributor to overall store performance, especially during the traffic-heavy Q4 shopping season. Check out more insights on Google Shopping over Thanksgiving Weekend, including an analysis on Mobile Device and OS, in our report below.