More and more advertisers are adopting this dynamic, automated search ad format.
of search budgets
Great user experiences are allowing for faster purchases.
As younger users move to Instagram, advertisers are slowly shifting accordingly.
The technology vertical saw the biggest increase in global paid search YoY (16%), followed by manufacturing (10%). With rapid innovation happening in such areas as wireless, data centers, and healthcare, a healthy economy is also boosting ad spend. Education had the best YoY CTR increase (55%) as more online education programs yielded higher engagement rates.
CPCs for both travel ($0.31) and retail ($0.39) were lower than what they were in Q4 2018, as inventory became less expensive outside of the peak holiday season and cheaper mobile formats consume a larger piece of the pie. Likewise, there was a 6% decrease in CPC YoY globally, across all verticals.
Mobile accounted for 43% of spend share across all verticals, highlighting the growing importance of mobile search. This also serves as an important reminder that search engines like Google favor mobile-friendly websites in search results.
While growth slowed globally to 2% YoY, Google Shopping Ads remain robust, with 22% of advertisers running this ad format.
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 areas of digital marketing, including the evolution of mobile, the best use of creative for more clicks and market share, and using the right search and social tools to attract the right customers.
Benchmarks are calculated using a “same store sales” approach with only the advertisers who were clients during Q1 2018 to Q1 2019. Performance of a specific segment may be materially influenced by performance of one or two larger advertisers.
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