Similarweb the digital market intelligence firm has said in a report that the e-commerce sites of Brazil and India are the most reliant on this channel to protect online market share. As per the bureau, two of every 100 visits to online shopping comes via Pay Per Click (PPC) campaigns.
Research on this matter has found that, an average of 1.97 per cent of global traffic to online desktop shopping is developed by paid searches. The highest reliance of PPC came up in Brazil where 4.14 per cent of all online visits to shopping portals arrived via PPC. It is followed by India at 3.75 per cent.
The PPC has seen fierce clashes in the sites that sell home and garden products, sports equipments, jewellery, clothing and electronics. The study has found the most pricey and strong paid keywords in January, with online giant Amazon which dominates among paid keywords in e-commerce. Its paid clicks on the term worldwide generates 51.5 million desktop visits in the month of January alone.
Next to Amazon is OLX, the free classified portal which is securing six million global paid visits in January, home depot (5.13 million) across the home and garden category generating 5.13 million visits a month and Groupon driving 3.6 million visits.
The study also found that online retailers in India receive 4.94 per cent traffic from display advertising followed by Brazil at 3.79 per cent. Display advertising like banner ads, rich media etc, is also most frequently used by e-tailers selling sports and clothing.
“To effectively target online shoppers at the moment they are looking to buy, it is essential for shopping websites to discover what paid and organic keywords send traffic to their competitors.” Digital Insights Manager, SimilarWeb, Joel Zand was quoted by The Economic Times as saying.