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Sharing is caring: Click share and post-holiday shopping success
Click share is a crucial metric that can help you improve Shopping campaigns. Columnist and Googler Matt Lawson explains what it is and how to improve it.
Click share is a key way to gauge the success of your Shopping campaigns. The metric shows you the percentage of total possible clicks you are receiving with your Shopping ads. If you aren’t reviewing this metric on a regular basis, 2017 is officially the time to start the habit.
Incorporate click share into your daily optimizations
Click share can be an incredibly useful metric because it delivers the type of insight that you’re used to receiving from average position in your Search campaigns. Shopping ads can take a lot of different forms, which means that we can’t calculate an average position in the same way as we can for Search ads. Enter click share for Shopping.
By regularly reviewing this metric on your product group tab, you can see how well you’re doing at driving traffic to your site for high-value shoppers. You should use it in concert with impression share.
Impression share tells you how you’re doing at getting your items in front of shoppers looking for your products, while click share tells you how effective you are in winning those shoppers that see your products.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.