{"id":6768,"date":"2018-07-24T10:17:36","date_gmt":"2018-07-24T04:47:36","guid":{"rendered":"http:\/\/www.karooya.com\/blog\/?p=6768"},"modified":"2018-07-24T11:18:04","modified_gmt":"2018-07-24T05:48:04","slug":"key-highlights-from-merkle-q2-2018-digital-marketing-report","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/key-highlights-from-merkle-q2-2018-digital-marketing-report\/","title":{"rendered":"Key Highlights From Merkle Q2, 2018 Digital Marketing Report"},"content":{"rendered":"

Merkle released its Digital Marketing Report for Quarter 2, 2018 last week. We elaborate some of the key findings from the report in this post.<\/p>\n

<\/p>\n

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

 <\/p>\n

Audience Targeting a Major Driver of Search Ad Clicks<\/strong><\/p>\n

About 37% of Google Search Ad clicks were produced by audience targeting including RLSAs, customer match and similar audiences. It has gone up from 21% the last year.<\/p>\n

After Google increased the remarketing lists duration to 540 days, there has been a huge spike in clicks through remarketing lists to 31% in July 2018.\"audience<\/a><\/p>\n

 <\/p>\n

Google Shopping Ad Grows\u00a0<\/strong><\/p>\n

The spend on PLAs was up by 31% YoY this quarter, which was five times the rate at which Google text ads grew. The text ads in comparison to PLAs grew by 6% in Q2 from 4% in Q1, 2018, however the overall spend in comparison to the last year has dropped drastically.<\/p>\n

On the other hand, unlike Google, spend on Bing Product Ads decreased from 64% in Q1, to 40% this quarter.<\/p>\n

 <\/p>\n

 <\/p>\n

Bing Product Ads Takes Major Share of Bing Search Ad Clicks.<\/strong><\/p>\n

Clicks from Bing Product Ads grew and was observed to have produced 33% of Bing paid search clicks. The increase in the product ad clicks has been attributed to rise in mobile traffic. About 53% clicks on product ads were from phone.<\/p>\n\"bing<\/a>\n

 <\/p>\n

Overall, Bing Product Ads click growth has risen from 110% in Q1, 2018 to 147% in Q2, 2018, which is definitely a major lift.<\/p>\n

 <\/p>\n

 <\/p>\n

Instagram Giving Close Competition to Facebook<\/strong><\/p>\n

Facebook spend though increased to 40% YoY, the impressions declined to 17% YoY. Alternately Instagram’s spend growth has witnessed a hike at 177% YoY with a 209% increase in impressions. This clearly defines Instagram as a growing platform in comparison to Facebook, though Facebook still is the platform most opted for in the social space.<\/p>\n

 <\/p>\n

 <\/p>\n

Amazon Sponsored Ads Has Largest Ad Spend Share Than Any Other AMS Ad Format<\/strong><\/p>\n

Spend on Amazon Sponsored Ads continues to grow at 165% YoY, followed by Headline Search at 162% while the spend on Product Display Ads declined by 55%. The Sponsored Ads thus accounted for 88% of the total spend on Amazon’s ad platform.<\/p>\n\"amazon<\/a>\n

Though a little behind sponsored ads in ad spend, Headline Search Ads drove significant high CTR at 272% than sponsored ads. And as far as value is concerned, again sponsored ads provides the highest value than any other AMS ad format.<\/p>\n

 <\/p>\n

Further on comparing the conversion rate of Amazon as formats versus Google Shopping, it was found that both sponsored ads as well as headline search ads converted at a rate higher than Google shopping.<\/p>\n\"conversion<\/a>\n

 <\/p>\n

For more insight,\u00a0here is the link to the full report<\/a>\u00a0again.<\/p>\n

 <\/p>\n

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