Key Findings

Paid Search


YOY growth

A healthy economy and advertiser confidence drove global search spend.

Shopping Ads


of search budgets

Shopping share of budgets is at an all-time high as retailers ramp up for the holidays.

Instagram Ads


of FB spend


are Stories

Instagram is quickly grabbing an increasing share of global social spend.

Search CPCs

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.


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.