Marin

Key Findings

Paid Search

%

Healthcare click volume growth

Led by Healthcare, advertisers drive more clicks from paid search ads.

Paid Social

%

Instagram spend on Stories

Advertisers (and consumers) love the more direct, engaging Stories ad format.

eCommerce

%

eCommerce ad spend increase

eCommerce raced out of the gate in Q2 2019, with Amazon in the lead.

Search CPCs

CPCs are dropping across all industries—retail and travel recorded the lowest this quarter. Notably, healthcare saw a sharp drop, with the lowest CPCs in five quarters. As the healthcare industry becomes more customer-centric and the focus shifts to brand awareness and customer satisfaction, healthcare marketers can find good value for clicks by boosting their paid search budgets accordingly.

eCommerce

Shopping ads represented 37% of total search spend share, as Google Shopping continues to be a huge source of traffic and online orders for many retailers.

Q2’s breakout eCommerce star is Amazon Sponsored Brands, allowing brands to promote multiple products or titles with a custom headline and logo within their ad creative on Amazon. These keyword-targeted ads appear in Amazon search results, driving customers directly to a product detail page or Amazon Store. Sponsored Brands showed 13% QoQ growth in sales and impressions, with a 17% rise in CPCs.

Overall, eCommerce click volume (led by Amazon) is up 25% QoQ, at a slightly higher (+11%) CPC.

Google Shopping Ads

eCommerce Click Volume

Q3 2018 = 100

eCommerce CPC

Q3 2018 = 100

Methodology

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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