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.

1. Q3 2018 Digital Marketing
Report Review
October, 25th 2018

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Who We Are

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Today’s Speakers
Andy Taylor
Associate Director, Research
Merkle
Mark Ballard
VP Research,
Merkle

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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

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Google Paid Search

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Google Search Ad Spending Largely Steady as Volume Growth Picks Up
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Google Shopping Ads Continue to Draw Spending from Text Ads
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Retail Sees Largest Click Growth for Google Search Ads
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Google Shopping Share of Competitive Search Ad Clicks Jumps Five Points
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Apparel Retailers See Large Jump in Google Shopping Click Share
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Google Showcase Shopping Click Share Triples in Past Year
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Google Showcase Shopping Ads – Video Option Launched in September

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Local Inventory Ads See Big Click Share Gains Across Devices
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Google Shopping Ad Revenue Per Click Strong through Click Share Gains
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Amazon Stands Pat on Google Shopping Investment
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Brand Keyword CPC Growth on Google Starting to Cool
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Google Minimum Bids Stay Elevated, but First Page Placement Getting Cheaper
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Ads in Lower Positions at Top of Google SERP Produce Smaller Share of Clicks
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Share of Google Clicks from Audience Targeting Drops after Apple’s ITP 2.0
Watch the full presentation at merkleinc.com

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Apple ITP 2.0 – Launched with Safari 12 on Desktop and iOS in mid-September
Watch the full presentation at merkleinc.com

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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
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Customer Match Similar Audiences RLSA
Watch the full presentation at merkleinc.com

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iOS and Safari Share of US Google Search Ad Clicks Reaches 49%
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Importance of Apple to Google Search Only Continues to Grow
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Google Shopping Actions Making an Impact Yet?
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Advertiser Adoption of Shopping Actions Picking Up, But Limited Impact on Shopping Ads
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Google Maps Search Ads
Watch the full presentation at merkleinc.com

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Google Testing Keywordless Maps Ads
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After Yearlong Lull, Google Maps Delivers Notable Click Share Gains
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Amazon Ads

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Amazon Search Ad Formats Continue Strong Y/Y Growth
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Sponsored Products Continue to Account for Lion’s Share of Amazon Spend
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Sponsored Brands Impressions Climb with New Placements
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Sponsored Brands Impressions Climb with New Placements
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Brand Keywords Account for Over Half of all Sponsored Brands Sales
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Top-of-Page Ads Account for Less than a Third of Sponsored Products Clicks
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Amazon Conversion Rate Remains Significantly Higher than that of Google Shopping
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Amazon Search Results Layout Drives Lower CTR for Sponsored Products
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Bing and Yahoo Paid Search

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Bing & Yahoo Search Spend Growth Slows, Despite Strong Click Gains
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Bing & Yahoo Text Ad Growth Hurt by Sluggish Gemini Results, Product Ads
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Product Ad Share of Competitive Bing Clicks Continues to Surge
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Bing Surpasses Yahoo Gemini in Mobile Click Share for First Time
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Organic Search and Social

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Organic Search Delivers Solid Traffic Gains, Visits Up 6%
Watch the full presentation at merkleinc.com

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Google Organic Search Visit Growth Strongest in Over Three Years
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Bing, Yahoo & Other Search Engines Lose Organic Search Visit Share to Google

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Bing, Yahoo & Other Search Engines Lose Organic Search Visit Share to Google

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Bing Sees Solid Mobile Share Gains, but Organic Side Can’t Match Paid

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Organic Search Visit Share Holding More Steady in Past Year
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Social Media Site Visit Share Languishing
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Instagram Delivers 111% Visit Growth to Sites, Facebook Visits Fall
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Paid Social

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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

55. Thank you