A 25% increase in Finance advertising makes this industry competitive with other verticals.
Monthly spending on eCommerce ads increased 5x since January 2018.
of FB spend
Dynamic Product Ads captured 35% of total Facebook spend.
With paid search spend growing by 10% globally YoY, Q4 remains the strongest quarter, with Financial Services (+25%) and Retail (+12%) leading the end-of-year charge. As inventory gets more expensive, however, more spend doesn’t necessarily mean more clicks.
Travel clocked the lowest global CPC in Q4 at $0.45, followed by retail at $0.48. Consumer confidence, strong economies, and greater competition are all contributing to higher CPCs in other sectors.
Mobile snagged 36% of search spend share in retail and 41% of spend share across all verticals in Q4. Mobile continues to be a crucial touchpoint for product purchasing decisions.
Consistent with Q3 2018, Google Shopping Ads captured 36% of search spending for all verticals. Shopping Ads remain retail advertisers’ bread and butter, as eCommerce search engines increasingly join the quest to deliver relevant, targeted experiences.
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 Q4 2017 to Q4 2018. Performance of a specific segment may be materially influenced by performance of one or two larger advertisers.
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