Below is an overview of the top level stats from Google for queries, impressions, clicks and ad depth for the B2B eCommerce industry in Q4 2020, compared to Q4 2019. You can access the full Google trends report here.
Top level stats include:
- 26% overall search growth in Q4 2020 compared to the previous year
- 33% increase in mobile searches
- 60% of searches from mobile phones
Q4 2020 and YoY growth – vs Q4 2019:
Advice from our search marketing experts
With an increase in queries, impressions and clicks, especially on mobile, it’s time to get clever with your advertising so that you can capture as much of this extra traffic as possible. Here are some tips from our PPC team as to how you can do just that:
1. Ad extensions
Ad extensions are a great way to make your ads more visible in the search results and drive traffic to specific pages or products. There are loads to choose from, such as location extensions to get people to visit your premises (if you have one), callout extensions to promote messaging such as 24/7 customer support, affiliate extensions to help people find places they’re able to purchase your products, and so on.
2. Mobile-friendly website
With a 33% increase in mobile searches and a 105% increase in clicks, having a great mobile experience has never been more important. Make sure your website is mobile-friendly (we can help with this if you’re unsure) as this not only makes customers happy when they’re on your website but can also positively impact your PPC quality score.
3. Know how your customers are searching
Consumer behaviour has changed significantly over the last 12 months so make sure you’re aware of the latest keyword trends and constantly evolve your campaigns to match. Think about how your customers search and how they’re specifying their queries to pinpoint the orders they need.
4. Use negative keywords
As bulk sellers, you don’t really want your ads to appear when individuals are searching for one-offs, and by using negative keywords you can prevent this from happening. Eg. you could add small weights as negative keywords that suggest these are consumer queries, not B2B.
5. Use custom labels to maximise bids
By adding custom labels to your shopping feed, you can set bids for specific items or groups of products. This means you can increase bids on your highest-profit products or end of season stock that you want to clear, or you can adapt your bids in relation to seasonal trends.
Want to improve your campaigns?
Talk to our SEO and PPC experts today! Call us on 02392 830281 or drop us your details and we’ll call you.