Sellers Applaud Etsy's Decision to Continue Google Shopping Ads
By Ina Steiner
Etsy said it would continue to invest in paid ads on Google Shopping, which moved from a free to paid-only model in October. Etsy spent over $250,000 in Google Product Listing Ads (PLAs) over the past 3 months, which generated 14 million visits directly to Etsy listings (that's less than 2 cents per visit). Of those, nearly one third were visitors new to Etsy.
Etsy said its Google PLA trial allowed it to capture more traffic from searches conducted on Google, especially during the holiday season. "In order to proceed with evaluating these ads as an added marketing channel for our sellers," Etsy said, "we've decided to continue purchasing them on behalf of our sellers for at least the first half of 2013, with the same terms as before."
Sellers can review traffic from Product Listing Ads in their Shop Stats.
Etsy also said it is exploring PLA in other countries as Google expands its program geographically. In November, Google began rolling out the commercial version of Shopping in the UK, Germany, France, Japan, Italy, Spain, Netherlands, Brazil, Australia and Switzerland.
As of September 2012, Etsy said it had invested over a million dollars in advertising for the year with a variety of campaigns, including banner ads on relevant sites, sponsored links on search engines, various ad formats on Facebook and Twitter, and video ads on Hulu.
The comments from sellers on the Etsy forum were positive. Wrote one, "As a happy seller to many first time Etsy buyers (the majority of whom find me through Google) I appreciate this decision! I see the impact of Google exposure to my bottom line, and for me this is a good thing!"
A coin dealer wrote, "cool stuff. We should still have a make an offer button, more options with adding personal words to search adds, and a collectibles category that includes coins... But yes I have noticed my hits from google and direct ads go up, but i am a new seller so it just might be my shop growing? Good work Etsy you are on your way. Now stop just promoting yourself as handmade work - vintage items are a huge part of your site now!"
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to email@example.com.
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