Returning to the above example of furniture and home decor merchants, who on average could see a 236% higher ROAS for branded search terms compared to Industry Email List non-branded terms. It's a tantalizing number, but what is the impact? Looking at the brand's average cost share in this industry, you can see that this performance difference affects 20.5% of their budget, or 1 in 5 dollars spent on Shopping ads. So yes, absolutely, this cost sharing seems important Industry Email List and deserves special attention.
\Even the lowest cost share – seen in the generalist category, where we have assortments spanning many and diverse product categories – still affects almost 16% of the budget. But why, of all industries, do general marketers spend the lowest Industry Email List percentage Industry Email List on brand traffic? A few reasons come to mind. First, their audience may be making Industry Email List more generic queries with no brand terms or more specific queries with product-related terms — or the Google algorithm may
Associate them with more generic traffic in preference. A second possibility could be that their data feeds are simply structured or maintained differently. Our script looks for the brand attribute in the merchant's data feed, then cross-references the terms there Industry Email List with the account's search queries. It is possible that for some generalists, this data lives in different attributes, such as one of the product type levels. Moreover, these data may tend to be missing or Industry Email List incomplete in their feeds, which are among the most complex to manage. On the other side of the spectrum, sporting goods advertise