Dive Summary:
- According to Adobe, 10.7% of spend in retail was allocated to Google Shopping for Q4 resulting in a big win for the controversial move away from a free model.
- Google insists that the move was to help consumers. The Google Commerce blog states that Google believes retailers will keep product information more up to date if they pay for product listings.
- Competitor Bing's TV ad campaign, Scroogled, did not seem to inhibit Google Shopping in any significant way.
From the article:
"It would also appear that spend on Google product listing ads in Q4 was largely incremental, and not cannibalizing other portions of paid-search budgets, according to Sid Shah, Adobe's director of business analytics. Overall, total retail search spend was up 16% over the previous year. Meanwhile, Google's revenue from product listing ads alone was 78% of Bing and Yahoo's total haul among Adobe clients."
