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When it comes to mobile search on Google, organic visibility correlates more than paid visibility with sales across apparel, shoes and accessories categories. However, mobile ad formats can drive sales for specific subcategories and retailer private labels. They can also generate awareness surrounding assortment and fulfillment alternatives. Gartner L2 collaborated with Rakuten Intelligence, formerly known as Slice Intelligence, to assess how different Google result types move mobile shoppers through the purchase funnel.