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The e-commerce sector is a highly dynamic environment, with constantly evolving conditions and trends. These changes have a direct impact not only on the format but also on the success of advertising campaigns. The second half of 2024 was marked by steady performance and the improvement of key metrics within our CSS program. Even during the summer months and the pre-Christmas rush, we successfully maintained a high level of effectiveness in our clients’ campaigns. We observed positive growth in the number of clicks, conversions, and CTR, confirming the effectiveness of our services and our ability to deliver optimal results for our clients.
Thanks to our innovative approach, focus on quality, and commitment to client satisfaction, as well as our ability to deliver measurable results for advertisers, our Shopping In EU team continues to hold the title of Google Comparison Shopping Premier Partner. In practice, this means that we have access to the best tools available on the market, priority support, and maximum visibility in search results for our clients. With this comprehensive package of services, we effectively help e-shop owners achieve the best results in the online environment.
Source: Google
The new 2025 season is now beginning for all participants in the e-commerce market, bringing many new opportunities for business growth and the optimization of advertising activities. In order to highlight the effectiveness of our services and help advertisers better prepare for the upcoming months, we are pleased to present a detailed summary of the results from the previous half-year.
Summary of Results for the Second Half of 2024
In the second half of 2024, we saw results that provide a clear picture of the effectiveness of our services. During the months of July and August, clicks and impressions remained within a stable range. Conversion and impression values fluctuated, reflecting market dynamics and seasonal trends. On the other hand, CTR showed consistent growth, reaching its highest values in October and November. This highlights the fact that our clients’ campaigns were increasingly capturing the attention of the right target groups and effectively attracting relevant consumers. We can attribute this positive result to regular ad optimization, improvements in creative elements, and more precise ad targeting. In December, there was a slight decrease in CTR to 1.86%, which may have been due to seasonal factors. These include specific Christmas campaigns that were aimed at a broader audience, reducing the personalization and relevance of the ads for a narrower target group.
The most significant increase in conversions occurred in September, when the conversion rate reached as high as 13.04%. In October, although we saw a slight decrease in conversion rate, we also achieved a significant increase in the value of conversions for our clients. In addition, CTR, clicks, and impressions increased, indicating that even with a small drop in conversion rate, we maintained strong performance and campaign effectiveness.
November and December showed a slight decline in conversion rate, but this is not unusual in the run-up to Christmas. Consumers tend to focus more on specific product categories during this period. However, November and December recorded the highest performance in conversion values, as consumer purchases significantly increased in these months. Although there were declines in certain metrics during some months, the overall trend shows that our activities were effective and enabled our clients to achieve great results.
Comparison of Monthly Results
- Clicks: The number of clicks showed a slight increase from July (9.22 million) to October (10.33 million), with the highest value recorded in November (11.98 million). There was then a slight drop in December to 10.86 million.
- Impressions: Impressions followed a similar trend as clicks, showing a gradual increase from July (511 million) to November (597 million), with a decrease in December to 582 million.
- Average CPC: The average cost per click showed an increasing trend, starting at €0.20 in July and reaching €0.24 in December.
- CTR: CTR showed a consistent increase, starting at 1.80% in July and gradually rising to 2.01% in November. In December, there was a slight decline to 1.86%.
- Conversions: The number of conversions fluctuated throughout the months, with significant increases in August (1.18 million) and September (2.21 million). October and November saw a decrease to 623k and 493k conversions, respectively, with a slight increase in December (472k).
- Conversion Value: The conversion value was highest in November (€544 million), then declined in December to €487 million. Values in the other months ranged from €260 million to €375 million.
- Conversion Rate: The conversion rate showed a significant increase from 2.40% in July to 13.04% in September. It then decreased to 3.14% in October, 2.09% in November, and 2.20% in December.
Conclusion
Conclusion
The second half of 2024 provided clear evidence of the effectiveness of our services. Despite fluctuations in some metrics, we are helping e-commerce store owners actively grow, strengthen campaign visibility, and maximize their profits. With our continuous improvement of services and tools, and constant adaptation of strategies to current e-commerce market conditions, we will continue to focus on streamlining processes and improving the results for our clients. If you are interested in taking your business to the next level, reducing your advertising costs while boosting the effectiveness of your ads, feel free to book a free consultation on our website.