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Q3 2018 Digital Marketing Report Review

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Each quarter, the Digital Marketing Report (DMR) takes a detailed look at performance across digital channels, including paid search, SEO, product ads, CSEs, programmatic, and social media. It also provides insight into major digital trends including share of traffic for search engines, digital platforms, and across devices. Using many of our long-standing clients as an index, Merkle has compiled these reports since 2011 to provide the industry with a set of trustworthy benchmarks that can be leveraged to inform analysts and improve advertising.

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Q3 2018 Digital Marketing Report Review October, 25th 2018
© 2018 Merkle. All Rights Reserved. Confidential2 Who We Are
© 2018 Merkle. All Rights Reserved. Confidential3 Today’s Speakers Andy Taylor Associate Director, Research Merkle Mark Ballard VP Research, Merkle
© 2018 Merkle. All Rights Reserved. Confidential4 Merkle Digital Marketing Report: Q3 2018 Released October, 23rd 2018 Using many of our long-standing clients as an index, Merkle has compiled these reports since 2011 to provide the industry with a set of trustworthy benchmarks that can be leveraged to inform analysts and improve advertising.
Agenda • Google Paid Search • Amazon Ads • Bing and Yahoo Paid Search • Organic Search and Social • Paid Social
© 2018 Merkle. All Rights Reserved. Confidential Google Paid Search
© 2018 Merkle. All Rights Reserved. Confidential7 Google Search Ad Spending Largely Steady as Volume Growth Picks Up Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential8 Google Shopping Ads Continue to Draw Spending from Text Ads Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential9 Retail Sees Largest Click Growth for Google Search Ads Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential10 Google Shopping Share of Competitive Search Ad Clicks Jumps Five Points Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential11 Apparel Retailers See Large Jump in Google Shopping Click Share Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential12 Google Showcase Shopping Click Share Triples in Past Year Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential13 Google Showcase Shopping Ads – Video Option Launched in September
© 2018 Merkle. All Rights Reserved. Confidential14 Local Inventory Ads See Big Click Share Gains Across Devices Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential15 Google Shopping Ad Revenue Per Click Strong through Click Share Gains Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential16 Amazon Stands Pat on Google Shopping Investment Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential17 Brand Keyword CPC Growth on Google Starting to Cool Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential18 Google Minimum Bids Stay Elevated, but First Page Placement Getting Cheaper Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential19 Ads in Lower Positions at Top of Google SERP Produce Smaller Share of Clicks Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential20 Share of Google Clicks from Audience Targeting Drops after Apple’s ITP 2.0 Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential21 Apple ITP 2.0 – Launched with Safari 12 on Desktop and iOS in mid-September Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential22 Share of Google Clicks from Audience Targeting Drops after Apple’s ITP 2.0 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 8/1/2018 8/3/2018 8/5/2018 8/7/2018 8/9/2018 8/11/2018 8/13/2018 8/15/2018 8/17/2018 8/19/2018 8/21/2018 8/23/2018 8/25/2018 8/27/2018 8/29/2018 8/31/2018 9/2/2018 9/4/2018 9/6/2018 9/8/2018 9/10/2018 9/12/2018 9/14/2018 9/16/2018 9/18/2018 9/20/2018 9/22/2018 9/24/2018 9/26/2018 9/28/2018 9/30/2018 Customer Match Similar Audiences RLSA Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential23 iOS and Safari Share of US Google Search Ad Clicks Reaches 49% Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential24 Importance of Apple to Google Search Only Continues to Grow Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential25 Google Shopping Actions Making an Impact Yet? Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential26 Advertiser Adoption of Shopping Actions Picking Up, But Limited Impact on Shopping Ads Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential27 Google Maps Search Ads Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential28 Google Testing Keywordless Maps Ads Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential29 After Yearlong Lull, Google Maps Delivers Notable Click Share Gains Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential Amazon Ads
© 2018 Merkle. All Rights Reserved. Confidential31 Amazon Search Ad Formats Continue Strong Y/Y Growth Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential32 Sponsored Products Continue to Account for Lion’s Share of Amazon Spend Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential33 Sponsored Brands Impressions Climb with New Placements Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential34 Sponsored Brands Impressions Climb with New Placements Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential35 Brand Keywords Account for Over Half of all Sponsored Brands Sales Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential36 Top-of-Page Ads Account for Less than a Third of Sponsored Products Clicks Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential37 Amazon Conversion Rate Remains Significantly Higher than that of Google Shopping Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential38 Amazon Search Results Layout Drives Lower CTR for Sponsored Products Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential Bing and Yahoo Paid Search
© 2018 Merkle. All Rights Reserved. Confidential40 Bing & Yahoo Search Spend Growth Slows, Despite Strong Click Gains Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential41 Bing & Yahoo Text Ad Growth Hurt by Sluggish Gemini Results, Product Ads Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential42 Product Ad Share of Competitive Bing Clicks Continues to Surge Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential43 Bing Surpasses Yahoo Gemini in Mobile Click Share for First Time Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential Organic Search and Social
© 2018 Merkle. All Rights Reserved. Confidential45 Organic Search Delivers Solid Traffic Gains, Visits Up 6% Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential46 Google Organic Search Visit Growth Strongest in Over Three Years Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential47 Bing, Yahoo & Other Search Engines Lose Organic Search Visit Share to Google
© 2018 Merkle. All Rights Reserved. Confidential48 Bing, Yahoo & Other Search Engines Lose Organic Search Visit Share to Google
© 2018 Merkle. All Rights Reserved. Confidential49 Bing Sees Solid Mobile Share Gains, but Organic Side Can’t Match Paid
© 2018 Merkle. All Rights Reserved. Confidential50 Organic Search Visit Share Holding More Steady in Past Year Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential51 Social Media Site Visit Share Languishing Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential52 Instagram Delivers 111% Visit Growth to Sites, Facebook Visits Fall Watch the full presentation at merkleinc.com
© 2018 Merkle. All Rights Reserved. Confidential53© 2017 Merkle. All Rights Reserved. Confidential Paid Social
© 2018 Merkle. All Rights Reserved. Confidential54© 2017 Merkle. All Rights Reserved. Confidential Watch the full presentation on merkleinc.com to see performance on Facebook and other paid social channels on merkleinc.com Or download the full Digital Marketing Report at merkleinc.com
Thank you

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Q3 2018 Digital Marketing Report Review

  • 1. Q3 2018 Digital Marketing Report Review October, 25th 2018
  • 2. © 2018 Merkle. All Rights Reserved. Confidential2 Who We Are
  • 3. © 2018 Merkle. All Rights Reserved. Confidential3 Today’s Speakers Andy Taylor Associate Director, Research Merkle Mark Ballard VP Research, Merkle
  • 4. © 2018 Merkle. All Rights Reserved. Confidential4 Merkle Digital Marketing Report: Q3 2018 Released October, 23rd 2018 Using many of our long-standing clients as an index, Merkle has compiled these reports since 2011 to provide the industry with a set of trustworthy benchmarks that can be leveraged to inform analysts and improve advertising.
  • 5. Agenda • Google Paid Search • Amazon Ads • Bing and Yahoo Paid Search • Organic Search and Social • Paid Social
  • 6. © 2018 Merkle. All Rights Reserved. Confidential Google Paid Search
  • 7. © 2018 Merkle. All Rights Reserved. Confidential7 Google Search Ad Spending Largely Steady as Volume Growth Picks Up Watch the full presentation at merkleinc.com
  • 8. © 2018 Merkle. All Rights Reserved. Confidential8 Google Shopping Ads Continue to Draw Spending from Text Ads Watch the full presentation at merkleinc.com
  • 9. © 2018 Merkle. All Rights Reserved. Confidential9 Retail Sees Largest Click Growth for Google Search Ads Watch the full presentation at merkleinc.com
  • 10. © 2018 Merkle. All Rights Reserved. Confidential10 Google Shopping Share of Competitive Search Ad Clicks Jumps Five Points Watch the full presentation at merkleinc.com
  • 11. © 2018 Merkle. All Rights Reserved. Confidential11 Apparel Retailers See Large Jump in Google Shopping Click Share Watch the full presentation at merkleinc.com
  • 12. © 2018 Merkle. All Rights Reserved. Confidential12 Google Showcase Shopping Click Share Triples in Past Year Watch the full presentation at merkleinc.com
  • 13. © 2018 Merkle. All Rights Reserved. Confidential13 Google Showcase Shopping Ads – Video Option Launched in September
  • 14. © 2018 Merkle. All Rights Reserved. Confidential14 Local Inventory Ads See Big Click Share Gains Across Devices Watch the full presentation at merkleinc.com
  • 15. © 2018 Merkle. All Rights Reserved. Confidential15 Google Shopping Ad Revenue Per Click Strong through Click Share Gains Watch the full presentation at merkleinc.com
  • 16. © 2018 Merkle. All Rights Reserved. Confidential16 Amazon Stands Pat on Google Shopping Investment Watch the full presentation at merkleinc.com
  • 17. © 2018 Merkle. All Rights Reserved. Confidential17 Brand Keyword CPC Growth on Google Starting to Cool Watch the full presentation at merkleinc.com
  • 18. © 2018 Merkle. All Rights Reserved. Confidential18 Google Minimum Bids Stay Elevated, but First Page Placement Getting Cheaper Watch the full presentation at merkleinc.com
  • 19. © 2018 Merkle. All Rights Reserved. Confidential19 Ads in Lower Positions at Top of Google SERP Produce Smaller Share of Clicks Watch the full presentation at merkleinc.com
  • 20. © 2018 Merkle. All Rights Reserved. Confidential20 Share of Google Clicks from Audience Targeting Drops after Apple’s ITP 2.0 Watch the full presentation at merkleinc.com
  • 21. © 2018 Merkle. All Rights Reserved. Confidential21 Apple ITP 2.0 – Launched with Safari 12 on Desktop and iOS in mid-September Watch the full presentation at merkleinc.com
  • 22. © 2018 Merkle. All Rights Reserved. Confidential22 Share of Google Clicks from Audience Targeting Drops after Apple’s ITP 2.0 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 8/1/2018 8/3/2018 8/5/2018 8/7/2018 8/9/2018 8/11/2018 8/13/2018 8/15/2018 8/17/2018 8/19/2018 8/21/2018 8/23/2018 8/25/2018 8/27/2018 8/29/2018 8/31/2018 9/2/2018 9/4/2018 9/6/2018 9/8/2018 9/10/2018 9/12/2018 9/14/2018 9/16/2018 9/18/2018 9/20/2018 9/22/2018 9/24/2018 9/26/2018 9/28/2018 9/30/2018 Customer Match Similar Audiences RLSA Watch the full presentation at merkleinc.com
  • 23. © 2018 Merkle. All Rights Reserved. Confidential23 iOS and Safari Share of US Google Search Ad Clicks Reaches 49% Watch the full presentation at merkleinc.com
  • 24. © 2018 Merkle. All Rights Reserved. Confidential24 Importance of Apple to Google Search Only Continues to Grow Watch the full presentation at merkleinc.com
  • 25. © 2018 Merkle. All Rights Reserved. Confidential25 Google Shopping Actions Making an Impact Yet? Watch the full presentation at merkleinc.com
  • 26. © 2018 Merkle. All Rights Reserved. Confidential26 Advertiser Adoption of Shopping Actions Picking Up, But Limited Impact on Shopping Ads Watch the full presentation at merkleinc.com
  • 27. © 2018 Merkle. All Rights Reserved. Confidential27 Google Maps Search Ads Watch the full presentation at merkleinc.com
  • 28. © 2018 Merkle. All Rights Reserved. Confidential28 Google Testing Keywordless Maps Ads Watch the full presentation at merkleinc.com
  • 29. © 2018 Merkle. All Rights Reserved. Confidential29 After Yearlong Lull, Google Maps Delivers Notable Click Share Gains Watch the full presentation at merkleinc.com
  • 30. © 2018 Merkle. All Rights Reserved. Confidential Amazon Ads
  • 31. © 2018 Merkle. All Rights Reserved. Confidential31 Amazon Search Ad Formats Continue Strong Y/Y Growth Watch the full presentation at merkleinc.com
  • 32. © 2018 Merkle. All Rights Reserved. Confidential32 Sponsored Products Continue to Account for Lion’s Share of Amazon Spend Watch the full presentation at merkleinc.com
  • 33. © 2018 Merkle. All Rights Reserved. Confidential33 Sponsored Brands Impressions Climb with New Placements Watch the full presentation at merkleinc.com
  • 34. © 2018 Merkle. All Rights Reserved. Confidential34 Sponsored Brands Impressions Climb with New Placements Watch the full presentation at merkleinc.com
  • 35. © 2018 Merkle. All Rights Reserved. Confidential35 Brand Keywords Account for Over Half of all Sponsored Brands Sales Watch the full presentation at merkleinc.com
  • 36. © 2018 Merkle. All Rights Reserved. Confidential36 Top-of-Page Ads Account for Less than a Third of Sponsored Products Clicks Watch the full presentation at merkleinc.com
  • 37. © 2018 Merkle. All Rights Reserved. Confidential37 Amazon Conversion Rate Remains Significantly Higher than that of Google Shopping Watch the full presentation at merkleinc.com
  • 38. © 2018 Merkle. All Rights Reserved. Confidential38 Amazon Search Results Layout Drives Lower CTR for Sponsored Products Watch the full presentation at merkleinc.com
  • 39. © 2018 Merkle. All Rights Reserved. Confidential Bing and Yahoo Paid Search
  • 40. © 2018 Merkle. All Rights Reserved. Confidential40 Bing & Yahoo Search Spend Growth Slows, Despite Strong Click Gains Watch the full presentation at merkleinc.com
  • 41. © 2018 Merkle. All Rights Reserved. Confidential41 Bing & Yahoo Text Ad Growth Hurt by Sluggish Gemini Results, Product Ads Watch the full presentation at merkleinc.com
  • 42. © 2018 Merkle. All Rights Reserved. Confidential42 Product Ad Share of Competitive Bing Clicks Continues to Surge Watch the full presentation at merkleinc.com
  • 43. © 2018 Merkle. All Rights Reserved. Confidential43 Bing Surpasses Yahoo Gemini in Mobile Click Share for First Time Watch the full presentation at merkleinc.com
  • 44. © 2018 Merkle. All Rights Reserved. Confidential Organic Search and Social
  • 45. © 2018 Merkle. All Rights Reserved. Confidential45 Organic Search Delivers Solid Traffic Gains, Visits Up 6% Watch the full presentation at merkleinc.com
  • 46. © 2018 Merkle. All Rights Reserved. Confidential46 Google Organic Search Visit Growth Strongest in Over Three Years Watch the full presentation at merkleinc.com
  • 47. © 2018 Merkle. All Rights Reserved. Confidential47 Bing, Yahoo & Other Search Engines Lose Organic Search Visit Share to Google
  • 48. © 2018 Merkle. All Rights Reserved. Confidential48 Bing, Yahoo & Other Search Engines Lose Organic Search Visit Share to Google
  • 49. © 2018 Merkle. All Rights Reserved. Confidential49 Bing Sees Solid Mobile Share Gains, but Organic Side Can’t Match Paid
  • 50. © 2018 Merkle. All Rights Reserved. Confidential50 Organic Search Visit Share Holding More Steady in Past Year Watch the full presentation at merkleinc.com
  • 51. © 2018 Merkle. All Rights Reserved. Confidential51 Social Media Site Visit Share Languishing Watch the full presentation at merkleinc.com
  • 52. © 2018 Merkle. All Rights Reserved. Confidential52 Instagram Delivers 111% Visit Growth to Sites, Facebook Visits Fall Watch the full presentation at merkleinc.com
  • 53. © 2018 Merkle. All Rights Reserved. Confidential53© 2017 Merkle. All Rights Reserved. Confidential Paid Social
  • 54. © 2018 Merkle. All Rights Reserved. Confidential54© 2017 Merkle. All Rights Reserved. Confidential Watch the full presentation on merkleinc.com to see performance on Facebook and other paid social channels on merkleinc.com Or download the full Digital Marketing Report at merkleinc.com

Hinweis der Redaktion

  1. Produced quarterly Since 2011 Established programs (same-site data) Large sample Primarily US data Outlier data dropped