A healthy economy and advertiser confidence drove global search spend.
of search budgets
Shopping share of budgets is at an all-time high as retailers ramp up for the holidays.
of FB spend
Instagram is quickly grabbing an increasing share of global social spend.
After a small dip in YoY growth in Q2, global spend on search returned in Q3, averaging 12.9% globally. The US showed the strongest gains, followed by the UK, with the eurozone growing by only 5.7%. Perhaps the bite of GDPR and privacy concerns are finally starting to take their toll on the European search advertising market.
Average global CPCs showed a modest increase from $0.80 in Q3 2017 to $0.83 in Q3 2018. CPCs remain substantially lower in the eurozone at $0.44 in Q3 2018, compared to $0.96 in the US and $0.98 in the UK. These rates aren’t surprising since the eurozone has less mature markets with potentially less competition.
Mobile continues its upward trend, capturing 42% of search ad spend in Q3. Even with continued growth, there is ample room to take advantage of the mobile opportunity.
Shopping ads captured 37% of search spending for retailers—an all-time high—eclipsing the 36% observed last quarter. The UK and EMEA continue to see a higher share of budgets dedicated to Shopping campaigns.
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 Q3 2017 to Q3 2018. Performance of a specific segment may be materially influenced by performance of one or two larger advertisers.
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