UGC Boosts Buys: Yotpo, a user-generated content (UGC) marketing platform, analyzed how UGC affects conversion rates by product category. The average overall conversion rate for the six categories studied was 2.16%. Adding UGC, like photos uploaded by customers, grew conversions to 5.65%. The biggest lift was experienced by food, beverage and tobacco brands, from a baseline rate of 3.04% to 9.19% with UGC, while the smallest bump was felt by electronics. Without UGC, the conversion rate in that category was 2.62%, vs. 4.73% with.
Google Dominates Search Ad Spend: According to a Q1 2018 report from Adthena, 76.4% of US retail search ad spending is on Google Shopping ads, aka Product Listing Ads (PLAs), accounting for 85.3% of all clicks. Google Shopping ad outlays are also nearly equal across channels. Spending on mobile PLAs accounts for 38.5% of overall retail search budgets, while 37.8% is spent on desktop PLAs. A vast majority of clicks (76.4%) are coming from nonbranded search terms.