GrowByData’s experts collected and analyzed the performance of ads for the Apparel & Accessories category on Google Shopping during the month of December 2020. Our Advertising Intelligence Solution found a total of 835,334 ads from 4,419 shopping ads seller’s data containing 1,183 highly competitive broad-match type opportunity Apparel & Accessories keywords during the month.
Looking further into the ad coverage on devices, 26% of total ads during the month were seen on desktops and 74% were seen on mobile devices. We found that a majority of the searches came from mobile devices, compared to desktop, which shows desktops have more opportunities to improve their presence. Per the ads type distribution, 95% of the ads were PLAs and only 5% were Showcase Ads for the Apparel & Accessories category. This shows there is room for improvement in the distribution of showcase ads.
Ads Trend for December
The ad data from the category Apparel & Accessories were collected daily from December 1st to December 31st, 2020 from 4 regions in the US –Ohio, Virginia, California, and Oregon. The graph below shows the trends of the ads, advertisers, keywords, and products, on a daily basis for December. The ads seen and the number of advertisers seen for this category fluctuated quite a bit on a day to day basis, until December 18th, before leveling out for the rest of the month.
Total Ads: 835,334 Total Advertisers: 4,419
Number of keywords: 1,183 Unique Product Titles: 143,531
Regional Distribution of Ads
The regional distribution of ads showed which region had the greatest ad visibility. Per our data, the Ohio region had the greatest ad visibility (31%) followed by the Virginia region (29%), California region (24%), and Oregon region (16%).
Top 5 Advertisers Based on Ad Coverage
In the table below, the top advertisers based on the highest number of ad impressions in December for the Apparel & Accessories category are highlighted. Among the top 5 advertisers, Kay Jewelers had the highest ad coverage (26%), followed by SHEIN (22%), Angara.com (19%), Macy’s (19%), and Old Navy (14%) to complete the list.
Per Region: Top 5 Advertisers based on Ad Coverage
We dug a little deeper and found the top advertisers in each of the 4 regions. While a few of the advertisers were in the top in all 4 regions, advertisers like Target only made the top 5 list in Virginia, Blue Nile only made the top 5 in Oregon, and Zales made the top 5 list only in Ohio, which means they have good impressions in only these regions. The data shows they have tremendous potential for improvement in the other regions. The graph below also shows ad coverage of advertisers based on the devices they are getting their ad impressions from. The California and Oregon regions had a much higher percentage of their ads seen on mobile devices, as opposed to desktops.
Advertisers by Ad Rank
The graph below shows the top 5 advertisers based on the highest percentage of ads they have at each rank above the fold, in the Apparel & Accessories category. Some of the trends that jumped out when looking at the graph below are that Adidas had the highest percentage of their ads ranked #1 and SHEIN had the highest percentage of ads in ranked #2, #3, #4, and #5.
Products per Price Range
Looking into the price range of the products, we found 47% of products were in the price range of $0-$50. 34% of products were in the $50-$150 price range, and only 19% of products were in the price range above $150.
Use of Auto Annotations
Our data showed that Apparel & Accessories ads used auto annotations such as ‘sale’, ‘price drop’, and ‘curbside pickup’. Among the ads that had auto annotations, we saw the ‘sale’ annotation and the ‘price drop’ annotations were used more frequently than the ‘curbside pickup’ annotation.
Use of Shipping Annotations
Per our data, around 23% of the ads had shipping annotations on them. ‘Free Shipping’ was the most popular option, followed by ‘Free 3 Day’ and ‘Free 2-Day’ shipping annotations.
Use of Local Inventory Ads
Also, we found only 16% of ads with local inventory annotations. 84% of ads had no local inventory annotations at all. This is potentially an area of opportunity that local advertisers can focus on to increase their ad visibility.
Use of Ratings and Reviews
Further analyzing our data, 20% of Apparel & Accessories ads on Google Shopping had a rating score of more than 4. Only 2% of ads had a rating score of more than 3 and only 1% had a rating score of 5. 9% of ads had more than 100 reviews, while 14% of ads had less than 100 reviews on them, as shown in the charts below.
Conclusion
What did we learn? It appears retailers can do their best to improve their ad impressions and ad visibility by considering our ad intelligence insights and our Google Shopping market analysis on Apparel & Accessories. Our Search Intelligence Solution will continue to monitor the Apparel & Accessories ads data to see if the above trends hold or if they change in the coming months.
