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The Search Monitor LAB
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Which Retailers Are Taking the Most Advantage of PLAs?

November 21, 2013

The Search Monitor analyzed the percentage of keywords containing Product Listing Ads on Google in October 2013. The results show the Household vertical has highest percentage of keywords containing Product Listing Ads, with 87% of keywords containing PLAs. The Apparel and Office Supplies verticals saw the second and third highest percentage of keywords containing PLAs  in October.

Looking at this stat, we quickly learned that Q3 is already seeing higher percentages of PLAs over Q2, which we previously reported on. In October, over 80% of keywords contained PLAs in three of the verticals analyzed. The lesson? Retailers operating in these categories need to take full advantage of PLAs or risk losing revenue over the holidays.



You may remember from previously published stats that the Household vertical also ranks among the highest for Ad Copy Variations, and PPC Spend.

This latest statistic comes from The Search Monitor's PLA Report and shows the percentage of keywords that have Product Listing Ads (PLA’s) across thirteen verticals—apparel, automotive, beauty, electronics, entertainment, flowers and gifts, health and nutrition, hobbies, household, office supplies, sports and fitness, and telecom. PLAs are search ads generated based on relevance that include product information including image, price, and merchant name.

The Search Monitor’s PLA report allows you to see:

  • Which sellers are appearing on PLAs
  • Their product description
  • Product Price
  • Ad location and Rank
  • And How often a seller’s ad is appearing 

For more, visit thesearchmonitor.com.


The Latest from the TSM Lab: What are the most popular offer types across retail verticals?

Orlando, Fla.  November 7, 2013

With Q4 and the holiday season upon us, we looked at the top retail verticals and analyzed the most popular offer types in paid search ads in the month of October. The results can be seen in the chart below. We found that “Free Shipping” and “Sale” were the top two offer types but also found that the requirement for a minimum monetary spend is typically included in Free Shipping offers.

The minimum spend requirement varied based on vertical and sub categories, but typically ranged from $25-$100 for most verticals. The Books, Wholesale and Baby verticals averaged the lowest minimum spend requirements, ranging from $25-$50. The Household and Apparel verticals saw the most fluctuation due to the wide range of subcategories in those verticals. The other verticals analyzed—Entertainment, Automotive, Party Supplies, Gifts and Floral, Beauty, Sports and Fitness, Office Supplies, Pharmacy and Hobbies—saw minimum spend requirements in the $49-$99 range.

We will revisit this data throughout Q4 to compare how offers vary throughout the holiday season.

About the Report: The Ad Copy Report allows real-time analysis of your competitors' ad copy as it compares to yours. This real-time performance analysis includes rank, frequency, and run length of ad copy along with details on whether the ad copy contains special offers allows you to determine the competitiveness of your ad copy and make real-time changes. 

About the Data Source: Lighthouse™ provides precision SEM and SEO search intelligence based on a library of keywords across 1,200 verticals and combines the power of comScore's audience measurement system with The Search Monitor's comprehensive keyword monitoring database.

Interested in seeing this chart for your specific industry? Sign up for a demo of Lighthouse today




Which Verticals See the Most Ad Copy Variations Across all PPC Ads?

Orlando, Fla.  October 24, 2013


This week we looked at the top retail verticals and analyzed which have the highest number of ad copy variations in paid search ads. The results can be seen in the chart below. We found that Office Supplies and Household had the highest number of variations, both seeing over 60,000 ad copy variations in the last two days. Compare that to last week's stat on who is spending the most on PPC ads, and you may be surprised to see Office Supplies topping the list this week. While the Office Supplies vertical ranked 10th in PPC spend, it sees the most variation in ad copy.

About the Report: The Ad Copy Report allows real-time analysis of of your competitors' ad copy as it compares to yours. This real-time performance analysis includes rank, frequency, and run length of ad copy along with details on whether the ad copy contains special offers allows you to determine the competitiveness of your ad copy and make real-time changes. 

About the Data Source: Lighthouse™ provides precision SEM and SEO search intelligence based on a library of keywords across 1,200 verticals and combines the power of comScore's audience measurement system with The Search Monitor's comprehensive keyword monitoring database.

Interested in seeing this chart for your specific industry? Sign up for a demo of Lighthouse today






TSM Lab's Latest Stat: Which Retailers Spend the Most on PPC?

Orlando, Fla.  October 16, 2013


Thanks to The Search Monitor's new product, Lighthouse, we now have very precise data on monthly ad spend by vertical. This week we looked at the top retail verticals to help our retail clients plan out their holiday campaigns.

We found that the top spenders are in 1) Household 2) Entertainment and 3) Apparel




The Search Monitor Reports on Q2 Vertical Stats for Product Listing Ads

The Search Monitor analyzed eleven verticals and reports on the percentage of keywords containing Product Listing Ads on Google for Q2 2013, finding Household vertical has highest percentage of keywords containing Product Listing Ads

Orlando, Fla.  July 9, 2013

 The Search Monitor, a real-time online market research provider, released its latest statistic today on the percentage of keywords that have Product Listing Ads (PLA’s) across eleven verticals—apparel, automotive, beauty, electronics, flowers and gifts, healthy and nutrition, hobbies, household, office supplies, sports and fitness, and telecom. PLA’s are search ads generated based on relevance that include product information including image, price, and merchant name.

In the latest report from The Search Monitor ,based on Q2 findings, the household vertical—which includes categories such as bedding and linens, appliances, furniture, storage and organization and kitchen and dining—top the list in Q2 2013 with 83.7% of keywords containing PLA’s.  Apparel ranked second with 79.7% of keywords containing PLA’s, followed by sports& fitness with 72.9%. The chart below shows the results from all eleven verticals The Search Monitor analyzed for this report.


 

With Google Shopping's move to a paid shopping channel, online merchants are looking to The Search Monitor for reporting on both paid search and Product Listing Ad results in one place. Utilizing The Search Monitor, merchants and agencies can generate reports like the one in this report along with others on rank, share of voice and page share for PLA’s and compare it to paid and organic data. 

“Knowing how prevalent PLA’s are on keywords gives advertisers the ability to determine paid search bidding and page presence strategies on those keywords,” said Lori Weiman, CEO of The Search Monitor. “We are the only ones in this space tracking both Product Listing Ads and Paid Search Ads, giving our customers the ability to more effectively manage their paid search and PLA campaigns,” adds Weiman.

The Search Monitor publishes statistics and reports regularly on topics including paid and organic search, affiliate and trademark compliance as well as shopping data. For more information and to see all stats from The Search Monitor, visit The Search Monitor Wiki.  

About The Search Monitor

The Search Monitor monitors paid search, organic search, social media, mobile search, and shopping engines worldwide for brand and affiliate compliance, and competitive intelligence. Interactive agencies, search marketers, and affiliate marketers use The Search Monitor to gather and analyze competitive information more effectively. To learn more please visit http://www.thesearchmonitor.com.



The Search Monitor Finds 71% of of Affiliates Comply with Programs Rules

Orlando, Fla.  June 4, 2013

Today, The Search Monitor, a real-time market intelligence monitoring company, released data regarding affiliate marketing trends in the paid search channel. The Search Monitor analyzed the compliance level of all affiliates found advertising across The Search Monitor community to create a snapshot of affiliate behavior. The analysis found that 71% of affiliates using paid search are following the program guidelines. The following chart illustrates the percentage of affiliates at each threat level. 

 

 

Sample size: the size is proprietary, but it is substantially north of 10,000 

The Search Monitor compiled the data using its Affiliate Profiles—a list of affiliates found advertising across The Search Monitor Community. Affiliate Profiles data is compiled based on instances of brand bidding and URL hijacks combined with user-generated content including contacts and comments from across The Search Monitor community.   Brand bidding is when an unauthorized advertiser bids on a brand or brand plus keyword or uses your brand in ad copy.  URL hijacks occur when an unauthorized advertiser uses your URL as the display url of the ad, and then directs search traffic through links that you did not approve.

“While this stat is encouraging, advertisers with affiliate marketing programs should continue the practice of policing their affiliates on important keywords in order to keep the percentage of affiliates not in compliance with program rules from increasing,” said Lori Weiman, CEO of The Search Monitor. “Also, search engines could do more to prevent unauthorized direct linking/URL hijacking.  For example, search engines could readily require authentication of permission to use links and/or link ownership during their editorial process e.g. via code installation on a web page or by the brand owner providing a list of authorized resellers and affiliates to the search engine.  If the search engines were pro-active, then unauthorized hijacking of ads by affiliates and phishing sites would be completely eliminated as a worry for advertisers.”

Trademark bidding and direct linking affect advertisers negatively by causing increased CPC, diminishing the number of clicks on “real” ads, and lowering impression volumes – all of which decrease returns on the advertiser’s paid search spend. With Affiliate Profiles you can review the profiles of all affiliates—both yours and your competitors' and be proactive in monitoring your programs, recruiting the best affiliates and preventing trademark bidding and URL hijacking.

About The Search Monitor

The Search Monitor monitors paid search, organic search, social media, mobile search, and shopping engines worldwide for brand and affiliate compliance, and competitive intelligence. Interactive agencies, search marketers, and affiliate marketers use The Search Monitor to gather and analyze competitive information more effectively. To learn more please visit http://www.thesearchmonitor.com.


For more information, email aholliday@thesearchmonitor.com 

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