Amazon Tops for Traffic; Google for Revenue
Data from CPC Strategy’s report indicates that Amazon Product Ads drove the greatest amount of traffic in Q1 2012. Expressed as a percentage of Amazon’s traffic, Google was next, at 96.7%, followed by Shopping (80.4%), Shopzilla (79.6%), NexTag (76.6%), and PriceGrabber (69.6%).
In terms of the average amount of revenue generated, Google topped the rankings, with NexTag in second spot (at 91.5% of Google’s average revenue), Amazon in third (78.3%), Shopping (65.6%) in fourth, and PriceGrabber (58.6%) narrowly beating out Shopzilla (58%) for fifth spot.
Google Conversion Rates Easily Best
Google sported the best conversion rates of the top 10 CSEs, with an average rate of 2.78%, down from its leading 3.09% rate during the Q4 shopping season. NexTag followed, at 2.06%, down marginally from 2.11%, with Pronto next at 1.97%.
Also making the top 5 were PriceGrabber, which actually improved from 1.64% to 1.75%, and Shopping, at 1.71%. TheFind had the lowest conversion rate – at 0.71%, down from 0.8% in Q4 2011.
- PriceGrabber led the paid CSEs with the lowest COS (cost divided by revenue), at 18.17%. NexTag was in the second spot, at 20.78%.
- PriceGrabber also saw the lowest CPCs ($0.27), which CPC Strategy attributes to its ability to bid below rate cards.
- CPC Strategy rated Become tops for responsiveness, ahead of PriceGrabber and Shopping. Google was best for merchant tools, beating out PriceGrabber and Shopzilla.
About the Data: CPC Strategy analyzed more than 4 million clicks, almost 83,000 orders, over $1 million in spend and close to $8 million in revenue across more than 100 clients for its findings.