Just Search | Search Engine Optimisation & Internet Marketing
Just Search | Search Engine Optimisation & Internet Marketing
Google have claimed that their Google Checkout application increased conversions by 40% when advertisers use this check out process in conjunction with their Adwords campaign. Not only this, but also have stated that clicks will increase by 10% and that the click through rate (CTR) will overall increase for the campaign.
These are great results indeed if true and surely if this is the case all e-commerce sites should utilise the Google Checkout software when running Adwords accounts.
The reasoning behind this claim is that the Google badge make ads stand out more than other ads, as well as giving them a more authoritative look and this is why the click through rate increases and therefore the amount of traffic, which I find plausible.
My only question is how they came to the figure of 40% increase in conversions due to the Google Checkout badge? There are a number of success stories from current Google Checkout users stating their traffic and conversions increased after implementing the application to their check out process. However, there are no statistics or actual numerical results from these users.
In a Google Adwords campaign advertisers have to prove claims made in their ads in the first one or two clicks of the site. I think that Google should follow their own regulations and at least explain why they believe this figure is viable.
Google Checkout definitely has benefits when used in conjunction with Adwords campaigns and I agree that the traffic and click through rate will increase across Adwords campaigns. I do however remain skeptical relating to such a high increase in conversion rate across Adwords campaigns.
For more information: http://checkout.google.com/sell/
Tanasé Rivers
PPC Account Manager
Hey nice post.
I think if you read what they have written “Google Checkout users click on AdWords ads 10% more when the ad displays the Checkout badge, and convert 40% more than shoppers that have not used Checkout before.”
Basically If I have previously registered as a GC user then I am 10% more likely to click on a PPC ad with the GC icon – which is as to be expected.
Regarding the 40% conversion claim it is clear that if I have registered as GC customer in the past then I am hugely more likely to convert when on a site that has the GC icon because I am a “member” of that payment process so to speak? I trust it and have used it in the past.
Agree 40% sounds a bit far fetched though.