In Q4 2018, paid search continued its upward trend, growing 10% YoY. As inventory gets more expensive, however, more spend doesn’t necessarily mean more clicks—there was a modest 10% increase year-over-year in Retail, less than the search spend for the vertical.
Instagram Stories and Dynamic Product Ads ruled, however—Instagram received 18% of total Facebook spend, with 34% of that spend allocated to Instagram Stories, a 36% increase from the previous quarter. Dynamic Product Ads accounted for 35% of total Facebook spend in Q4.
See more insights in our Q4 2018 Digital Advertising Benchmark Report. Our interactive format reveals the latest cross-channel advertising trends by region, industry, and publisher.
Each quarter, we aggregate advertising performance across our customer base, and share our results with digital marketing professionals to compare against their own initiatives. In addition to global industry trends, we explore the most compelling findings in key areas of digital marketing.
Other highlights for Q4 2018 include:
- eCommerce on the Rise: Google Shopping Ads captured 36% of search spend for all verticals. Shopping Ads remained retail advertisers’ bread and butter, as eCommerce search engines increasingly join the quest to deliver relevant, targeted experiences. According to Marin Software data, monthly spending on eCommerce channel ads increased 5x since January 2018.
- Paid Search Up, CTRs Down: Paid search spend grew 10% globally year-over-year. Q4 remained the strongest quarter, with Financial Services (+25%) and Retail (+12%) leading the charge. As inventory gets more expensive, however, more spend doesn’t necessarily mean more clicks—there was a modest 10% increase year-over-year in Retail, less than the search spend for the vertical.
- Search CPCs Vary by Vertical: Travel clocked the lowest global CPC in Q4 at $0.45, followed by Retail at $0.48. Education and and Technology represented the highest CPCs in Q4, at $2.92 and $1.51, respectively.
- Mobile Search Holds Steady: Mobile accounted for 36% of search spend share in Retail and 41% of spend share across all verticals in Q4. Mobile continued to be a crucial touchpoint for product purchasing decisions, especially during the fast-paced and competitive holiday season.
View the report for actionable insights for your digital ad efforts.
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