The CSS service Shopping in EU has been operating for over 2 years and more than 550 clients have joined us during that time. With each client, we try to monitor the functionality of the CSS program and compare the results before and after activation.

From this comparison, we came to the conclusion that the functionality of the CSS service and the appearance of Google Ads metrics can be easily categorized and illustrated. That is exactly why we can divide companies into small, medium, semi-large, and large.

Small businesses invest much less in marketing than large ones, which is normal. But the essence is in the number of goods sold. Family businesses and small businesses usually have fewer orders, not because their business is failing, but because that’s enough for them. If they had more orders they would have to start hiring employees, and they mostly don’t want or need to for the business to be successful.

Large companies, on the other hand, invest more in advertising, but they also have a lot of orders. Unlike smaller companies, large companies employ a larger number of employees and online advertising helps them immensely in achieving their sales goals.

In this article, we will look at the e-shop segment with furniture and what advertising on Google looks like when advertising with different spends. With this in mind, e-shops can also be further divided according to the monthly spend for Shopping and Performance max campaigns into:

1. Small/Family business – spend up to 500€ / month
2. Medium-sized – spend from 500€ to 1000€ / month
3. Semi-Large – spend from 1000€ to 3000€ / month
4. Large – spend over 3000€ / month

Smaller e-shops and family businesses:

These businesses often produce their own furniture in small quantities, but can also be start-up e-shops without their own production. Not everyone can afford to invest a lot of money in marketing, but they still have to advertise if they want to be visible.

For these e-shops we are talking about low spends, but of course if the campaigns are well optimized and properly set up we can meet the goals even with lower spends.

Google Ads metrics before and after activation of the CSS service for those e-shops look like this:

Before the CSS activationAfter the CSS activation
CPC0,10€ – 0,13€0,08€ – 0,11€
Clicks4 000 – 6 0004 500 – 7 000
Impressions450 000 – 600 000500 000 – 650 000

Smaller e-shops mostly use default Shopping campaigns, mainly because they can set their CPCs manually in those. The CSS program also applies to this, because we can still increase the number of clicks for a given spend, even if the price per click is entered manually.

Of course, the CSS program works the same for all sizes of business, but 20% of 500€ is different from 20% of 5000€ 🙂 The number of clicks will increase, and of course, the ads will be displayed more often but with bigger ad spend you gain more than with smaller ones.

Medium-sized e-shops:

Unlike smaller e-shops, medium-sized e-shops spend more, and of course, they can either get more clicks and impressions, or they can appear more often and higher in Google searches.

This category includes e-shops that have a large number of products in stock, they do not have to produce them, but the availability of products is constant and increasing. These e-shops usually no longer use manual CPC in Shopping campaigns, but rather use Smart Shopping or Performance Max campaigns, where CPC is calculated automatically.

For these e-shops, Google ads metrics before and after the CSS service develop as follows:

Before the CSS activationAfter the CSS activation
CPC0,20€ – 0,25€0,18€ – 0,20€
Clicks7 000 – 9 00010 000 – 12 000
Impressions550 000 – 650 000700 000 – 850 000

When we compare small and medium-sized e-shops, we see that as the ad spend increases, so do other metrics in Google Ads. If CPC were the same, medium-sized e-shops could receive even more clicks and impressions. However, CPC in Smart Shopping campaigns does not determine the quantity of traffic, but mainly the quality of traffic.

With a higher CPC, you can be sure that your ad is showing for potential search terms and for potential clients. In addition, your ads are usually showing higher, of course, because they cost more.

It should be taken into account that even with this size of e-shop, the strategy of advertising, acquisition of new clients, and resale to existing clients need to be better thought through. Therefore, these e-shops are gradually addressing SEO, social networking, and brand/awareness advertising.

Semi-Large e-shops:

Compared to medium-sized e-shops, these types of e-shops already have a sophisticated strategy, they advertise long-term advertising and take care of meeting advertising goals on multiple platforms.

They put a lot more money into advertising and gradually have a greater return. It should be taken into account that these types of e-shops can already be expanded to other countries and thus achieve their goals more rapidly.

For semi-large e-shops, the metrics before and after activating the CSS program may look like this:

Before the CSS activationAfter the CSS activation
CPC0,20€ – 0,25€0,18€ – 0,20€
Clicks10 000 – 20 00015 000 – 25 000
Impressions680 000 – 1 000 0001 000 000 – 1 300 000

As we can see this type of e-shop has a similar CPC as the previous one, but with the fact that their ad spend is bigger they also achieve more clicks and impressions. With the CSS program, of course, we can increase their turnover, which can be seen in the increased number of clicks and impressions.

Large e-shops:

There are the fewest of these e-shops, but they are moguls who advertise everywhere and are, of course, expanded to various countries. Their warehouses are enormous and house thousands to tens of thousands of products. Most of us have known them for a long time and are the first to visit if we have a demand for products.

In the furniture segment, these e-shops can have their own production, hundreds of employees, their own marketing department, or an agency that takes care of their marketing. Because they spend the most and use different types of ads, they appear often and reach clients constantly with different product offerings.

For large e-shops, the results before and after activating the CSS program look like this:

Before the CSS activationAfter the CSS activation
CPC0,23€ – 0,28€0,20€ – 0,22€
Clicks14 000 – 50 00030 000 and more
Impressions1 150 000 – 2 200 0001 800 000 and more

It is difficult to assume an upper limit for large companies, mainly because they usually do not have it. They have unlimited ad spends, the structure of their campaigns is constantly changing, and of course, new campaigns are added quite often.

But at the end of the day, even these e-shops were at one point in time small, and behind their success stand decisions that at a time when they did not have as much as now, could mean an improvement or the end their business.

Conclusion:

As can be seen from the numbers at different e-shops in the same segment, with increased ad spend other metrics also go up. Of course, if you created an e-shop yesterday you can’t expect to be at the place where an e-shop that has existed for several years is right now.

You need to set your goals right and overachieve them. This way you will grow not only in marketing but also in business. It is always necessary to follow the market news and adapt to them. Check what is your competition doing, and try not to copy them, but to come up with something that will make you and your e-shop specific. It is always necessary to say that even e-shops, which today have millions of orders, started small, and you should ask yourself, how did they manage to grow so big.

If you need help with advertising or if you would like to advertise more effectively, do not hesitate to write to us. We will be happy to call you and find a solution that suits you! Leave your questions or comments at support@shoppingin.eu and we will reach back to you 🙂