Merkle：2019年第一季度数字营销报告（英文版）(29页).pdf

1、QUARTER 1 - 2019 digital.MARKETING.REPORT table of contents 03 Executive Summary 06 Paid Search 17 Organic Search & Social 21 Display & Paid Social 25 Amazon Ads executive summary Q1 2019 Paid search spending growth slowed for the fifth straight quarter, as Google spend growth decelerated to 16% Y/Y

2、 and spend across Bing and Yahoo declined 3% Y/Y. Googles spend growth deceleration has coincided with slowing growth in cost per click (CPC), but an acceleration in click growth since Q2 2018 has helped keep spend growth strong. Google Shopping was once again the primary driver of that click growth

3、, as spend for the format increased more than 40% Y/Y for the second straight quarter after growth had recently slipped to as low as 31% in Q2 2018. Shoppings renewed growth has seemingly come from Google efforts to place the format in more auctions as Shopping ad impression growth has exploded, esp

4、ecially on phones. But while Google Shopping click and spend growth has surged, text ads are headed in the opposite direction, with a 12% decline in ad spend Y/Y in Q1 2019. For industries where Shopping ads are not relevant, text ad spending growth was stronger, but still primarily driven by CPC in

5、creases. Taken together, the Shopping and text ad trends seem to indicate Google is prioritizing Google Shopping ads in some situations that would have previously featured text ads. Furthermore, Shopping units are cannibalizing traffic that might have previously gone to those text ads. Part of the e

6、xpansion of Shopping can be attributed to the growth in variations of the ad format, such as Showcase Shopping Ads and Local Inventory Ads, which are aimed at providing relevant Shopping ads for users across a wider variety of searches. Showcase Shopping Ads grew from 3% of Shopping clicks in Q1 201