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Benchmark Report: eCommerce Is Having a Big Moment

Benchmark Report: eCommerce Is Having a Big Moment

By   August 6th, 2019

In our latest digital advertising benchmark report, we found a 40 percent ad spend increase in eCommerce as Amazon maintains its healthy lead. Shopping ads represented 37 percent of total search spend share, as Google Shopping continues to be a key source of traffic and online orders for many retailers.

A few other key takeaways: 

  • Engaging Stories Format Pays Off: 45 percent of all Instagram spend occurred on Stories as advertisers and consumers embrace the ad format. Features like Instagram Story Links and Highlights are keeping social audiences engaged as Instagram becomes more of a direct selling tool.
  • Search Click Volume Rises: With 13 percent YoY growth, paid search click volume has shown solid growth globally. Specific industries have seen more dramatic YoY click growth, led by Healthcare rising 30 percent, Technology up 25 percent, and Retail growing 24 percent.
  • Search CPCs Dropping Across All Industries: Retail at $0.38 and travel at $0.44 recorded the lowest CPCs this quarter. Notably, healthcare saw a sharp drop, with the lowest CPCs in five quarters at $1.08. As the healthcare industry becomes more customer-centric, marketers can find good value for clicks by boosting their paid search budgets accordingly.

To learn more and see how your ad campaigns compare, view our Q2 2019 Digital Advertising Benchmark Report. You can analyze current cross-channel advertising trends by region, industry, and publisher.

benchmark report

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 findings in key areas of digital marketing.

Access the report for actionable insights you can apply to your digital ad campaigns.

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