It’s been greater than six months since I began promoting on Google Procuring. It has drastically improved my income, in addition to visitors to my web site.
On this publish, I’ll recap the metrics. I’ll evaluate knowledge from Google Analytics for the 12 months from February 2018 by way of January 2019. I’ve divided the evaluation for the six months earlier than Google Procuring adverts took impact (February by way of July 2018) and the six months afterward (August 2018 by way of January 2019) for my prime three visitors channels: natural search, direct, and Google Procuring.
Guests
The variety of guests to My Occasion Décor from natural search, direct, and Google Procuring grew from 1,235 guests in February 2018 to six,472 in January 2019.
A part of the rationale was that I merged my unique web site, My Wedding ceremony Décor, into My Occasion Décor in July 2018. The expansion was not sudden; it was from a low base.
Since I began receiving gross sales from Google Procuring in August 2018, guests from that channel have risen from 390 in August 2018 to 1,816 in January 2018. The customer rely elevated markedly within the lead-up to Christmas.
Session period
Google Procuring could have arrested a decline within the time that guests spend on my web site.
Common time-on-site in February 2018 for natural and direct guests was 136 seconds. This had halved to a median of 65 seconds in August 2018. Nevertheless, for January 2019 session period had elevated to an general common of 80.3 seconds for the three channels.
Google Procuring could have inspired guests who clicked on an advert to find different objects and classes. Guests from Google Procuring adverts have steadily elevated their common session size from 47 seconds in August 2018 to 57 seconds in January 2019.
Bounce charges
My bounce charges peaked at a median of 75.0 p.c in August 2018, which was the month after I merged my two web sites and likewise the primary month I started recording gross sales from Google Procuring. The common bounce charges have dropped to 70.3 p.c in January 2019.
I’ve steadily eradicated and redirected décor and weblog posts that had been overtly wedding-themed since my focus is now on presents, décor, and company occasions. This may occasionally account for among the bounces from natural and direct guests.
In my understanding, it’s frequent to report larger bounce charges from guests who click on on adverts, equivalent to Google Procuring.
Common order worth
My common order worth dropped by 10.8 p.c from February 2018 to January 2019. Nevertheless, the variety of transactions from the three channels grew 425.0 p.c in the identical interval. The variety of transactions quadrupled from August to November 2018 as customers bought Christmas décor and presents.
In November, I alerted my repeat and potential clients of my annual Christmas vacation closure dates. This propelled gross sales that month and into December as they needed to buy earlier than I closed for the vacation.
Additionally, I could have additionally attracted larger income in November 2018 as I repackaged considered one of my hottest reward traces to be obtainable in units of six, moderately than within the dearer set of 12. Gross sales rocketed in consequence.
Buy conversion charges
My Occasion Décor’s common buy conversion charge for February 2018 by way of July 2018 from the natural search channel was a meager 0.15 p.c. This improved considerably to 0.20 p.c for the August 2018 by way of January 2019 interval.
The common buy conversion charge from direct guests remained fixed at 0.87 p.c for the primary six months and 0.86 p.c for the final, peaking at 1.61 and 1.93 p.c, respectively, for November 2018 and December 2018.
Buy conversion charges from Google Procuring adverts had been 0.51 p.c from August 2018 to January 2019. The charges peaked at 0.91 p.c for November 2018 however dropped to simply 0.46 p.c for December. I believe the latter was attributable to guests who felt much less assured about spending cash with an unknown retailer — or one not close by — as Christmas supply deadlines approached.
Whereas my conversion charges have loads of room to enhance, I’m not unduly frightened as my general income has elevated. And I obtain a big share of my gross sales by way of direct funds from company shoppers. These gross sales don’t happen on my web site and, thus, are usually not captured by Google Analytics.
Income
Income from natural search elevated by 190.8 p.c for August 2018 by way of January 2019 as in comparison with February by way of July. For direct guests, income elevated by 86.0 p.c for a similar six-month interval.
Google Procuring contributed 27.0 p.c of my income from August 2018 by way of January 2019.
I proceed to be thrilled with Google Procuring’s affect, offering a median of 482.4 p.c of return on funding. In February 2019, I outsourced the administration of Google Procuring to my Shopify app developer, ShoppingFeeder. I additionally barely elevated my every day spend at the moment.
My ROI from Google Procuring gross sales fell to 313.4 p.c in February 2019, however as of writing, ROI for March 2019 from Google Procuring has risen to 544.6 p.c. I could enhance my spend on Google Procuring additional.
