{"id":6088,"date":"2018-01-30T23:30:36","date_gmt":"2018-01-30T18:00:36","guid":{"rendered":"http:\/\/www.karooya.com\/blog\/?p=6088"},"modified":"2018-01-30T23:32:59","modified_gmt":"2018-01-30T18:02:59","slug":"key-highlights-merkle-q4-2017-digital-marketing-report","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/key-highlights-merkle-q4-2017-digital-marketing-report\/","title":{"rendered":"Key Highlights From Merkle Q4, 2017 Digital Marketing Report"},"content":{"rendered":"

Merkle released its Digital Marketing Report for Quarter 4, 2017 last week. We elaborate some of the key findings from the report in this post.<\/p>\n

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You can download the report from\u00a0here<\/a><\/p>\n

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1. Overall Search Ad Spend Increases<\/strong><\/p>\n

Across all major platforms, the paid search spend increased. Google witnessed a growth of 24% YoY in Q4,2017 which rose by 2% from 22% growth in the third quarter. Of this growth the search ad spend rose by 23% YoY while Google shopping ads spend saw a growth of 32% YoY and text ad spending remained untouched at 15% YoY.<\/p>\n\"google<\/a>\n

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On the other hand, Bing Ads and Yahoo Gemini also observed an increase in their paid search spend. Together they were able to amass a growth of 32% YoY which rose by 6% from what was witnessed in Q3, 2017.<\/p>\n\"bing<\/a>\n

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2. Bing Product Ads Sees Major Rise<\/strong><\/p>\n

The fourth quarter saw a massive growth in Bing Product Ads spend, the highest observed in the last two years. The spend increased by 43% while the clicks rose to 62% and clicks declined to 11%. Attributing this growth to the influx of mobile traffic, the text ads spending on phones comparatively fell by 8% though overall the text ad spending still saw a rise by 29% YoY.<\/p>\n

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3. Facebook Impressions Decline<\/strong><\/p>\n

While the ad spend on Facebook increased by 20% YoY, the impressions decreased by 27% YoY in Q4, 2017. On the other hand, spend on Instagram nearly doubled in Q4 at 122%, resulting from increase in impressions at 99%.<\/p>\n

Of the total Facebook spend, Phone and Tablet together contributed about 83% of the spend, leaving the remaining 17% to Desktop.<\/p>\n

Facebook share in the total paid social investment was witnessed to be 82%, with Instagram accounting for 8%, other networks (Twitter, Snapchat and LinkedIn) at 3% and Pinterest at 7%.<\/p>\n\"paid<\/a>\n

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4. Amazon Sponsored Product Ads Dominates<\/strong><\/p>\n

In Q4, 2017 spend on Amazon’s Sponsored Product Ads and Headline Ads increased by 64% and 75% QoQ respectively, whereas the Product Display Ads declined by -29% QoQ. Of this spur, Sponsored Product Ads accounted for 82% of the Amazon ad spend share with Headline Ads at 11% and Product Display Ads at 4%.<\/p>\n

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5. Organic Search Visit Grows\u00a0<\/strong><\/p>\n

Overall, the total site visits by organic search rose by 6% YoY, with mobile organic search rising to 15% YoY, visibly higher than Q3, 2017<\/p>\n\"organic<\/a>\n

Google Organic search visits rose by 8% YoY, which was up by 7% from Q3, 2017 and its share of mobile organic search increased to 96% which was up by 3 points in comparison to the third quarter.<\/p>\n

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For more insight, here is the link to the full report<\/a> again.<\/p>\n

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Related Links:<\/strong><\/p>\n