The Current State of Digital Advertising

December 19, 2017

Between Q3 2016 and Q3 2017, clicks on Google product ads grew by 62%, showing that more advertisers are taking advantage of Google’s latest shopping ad formats to capture first-mover advantage. The auto industry posted the largest CPC increase on Google, clocking a 35% YoY gain.

To create our quarterly benchmark reports, we sample the Marin Global Online Advertising Index, composed of advertisers who invest billions of dollars in annualized ad spend on the Marin platform. We analyze data from around the world. For Q3 2017, other key findings include:

  • Creative goes deeper. Because its “ad rotation” capabilities have dramatically improved, Google is signaling the end of A/B testing. They’re suggesting ad groups have at least three creatives, but nearly 50% of ad groups aren’t yet meeting this target.
  • Bing out your best. Bing presents 10-15% in additional volume for advertisers not invested there today. As Google’s market share levels out, include Bing in your search advertising mix for a more holistic approach.
  • Showcase what you got. Industries with the biggest CPC decreases include real estate (-27% YoY) and healthcare (-11%). Newly released Showcase Shopping Ads present an opportunity to get ahead.

To find out how your ad campaigns measure up to industry benchmarks across channels and devices, download our Q3 2017 Digital Benchmark Report. In addition to global trends, we explore the most compelling areas of digital marketing today, and identify tactical opportunities to help you drive better performance.

Maria Breaux

Marin Software
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