Maximizing Google Shopping Traffic: Brand vs. Non-Brand Strategies in 2024

Is a brand/non-brand split worth it?

When it comes to maximizing Google Shopping traffic, many ecommerce shops are faced with the decision of whether to focus on brand or non-brand strategies. This split can be a major factor in determining the success of your advertising efforts, so it’s important to weigh the pros and cons carefully.

Average branded ROAS is twice as high as non-brand in most industries

Return on ad spend (ROAS) is a crucial metric for measuring the effectiveness of your Google Shopping campaigns. In most industries, the average ROAS for branded traffic is significantly higher than for non-brand traffic. This means that investing in branded strategies can yield greater returns for your ecommerce shop.

Average branded cost share ranges from 16% to 56%

Cost share refers to the percentage of your overall ad spend that goes towards branded versus non-branded traffic. On average, ecommerce shops allocate a larger portion of their budget towards branded strategies. This suggests that many businesses recognize the value of prioritizing brand-focused campaigns.

Brand CPCs are cheaper, but this depends heavily on industry

Cost per click (CPC) is another important factor to consider when deciding between brand and non-brand strategies. In general, branded CPCs tend to be lower than non-branded CPCs. However, it’s important to note that this can vary significantly depending on the industry in which your ecommerce shop operates.

Conversion rates are significantly lower for non-brand Shopping traffic

Conversion rates are a key indicator of how effectively your Google Shopping traffic is turning into sales. For non-brand traffic, the average conversion rates tend to be notably lower compared to branded traffic. This means that non-brand strategies may require additional optimization to achieve the same level of success.

Why these numbers matter and what you should do about it

The statistics surrounding brand versus non-brand Google Shopping traffic highlight the impact that this split can have on the performance of your ecommerce shop. If you want to maximize your traffic and drive more sales, it’s crucial to take these numbers into consideration and adjust your strategies accordingly. By focusing on branded campaigns and optimizing your non-brand efforts, you can position your shop for greater success in 2024 and beyond.

Overall, the decision to prioritize brand or non-brand strategies in your Google Shopping campaigns can have a significant impact on the performance of your ecommerce shop. By understanding the average ROAS, cost share, CPCs, and conversion rates for both types of traffic, you can make informed decisions about where to allocate your budget and resources. As you navigate the complex landscape of ecommerce marketing in 2024, keep these insights in mind to maximize your Google Shopping traffic and drive the growth of your business.