Merkle-2019年第四季度网络营销报告（英文）-2020.2-28页_4mb

2019 Q4 Digital Advertising Summary

Core Content Overview

This summary outlines the performance of paid and organic search advertising, along with social and display advertising, during the fourth quarter of 2019. It highlights trends in spending growth, click-through rates (CTR), cost per click (CPC), and the impact of platform-specific factors such as Apple's ITP 2.0 and Amazon's increased presence in Google Shopping.

Paid Search

• Google Search Ad Spending Growth: Increased by 16% Y/Y in Q4 2019, with 11% click growth and 4% CPC growth.
  • Phone Spending: Rose 33% Y/Y, while desktop spending increased 12% Y/Y.
  • Text Ads: Showed 21% Y/Y click growth and 24% spending growth due to improved CTR and the adoption of Responsive Search Ads.
  • Shopping Ads: Growth slowed to 16% Y/Y from 24% in Q3, but still dominated 88% of non-brand Google search ad clicks.
  • Similar Audience Targeting: Generated 11% of Google search ad clicks in Q4, up from 5% in Q4 2018.
  • Customer Match: Generated 5% of clicks.
  • RLSAs: Accounted for 18% of all Google clicks in Q4, down from a peak of 27% before ITP 2.0.
• Microsoft Search Ads: Grew 17% Y/Y, despite a 10% decline in clicks. CPC growth reached 29% Y/Y, driven by higher quality clicks and increased brand keyword spending.
  • Product Ads: Accounted for 63% of non-brand Microsoft search ad clicks and 33% of all Microsoft search ad clicks.
  • Mobile Product Ad Clicks: Declined for two quarters in a row, but remaining clicks had 40% higher revenue per click.
  • Device Share: iOS and desktop Safari accounted for 54% of US Google search ad clicks, up from 51% in Q3.

Organic Search & Social

• Organic Search Visits: Fell 11% Y/Y, down from 9% in Q3. Declines were seen across all device types, with tablets experiencing the steepest drop.
  • Google Dominance: Continued to command 92% of US organic search visits, up slightly from a year earlier.
  • DuckDuckGo: Increased its share from 0.5% to 0.8%.
• Social Media Impact: Social media platforms, led by Facebook and Pinterest, generated 4.3% of all site visits, up from 3.2% in Q4 2018.
  • Instagram: Delivered 38% Y/Y ad spend growth and 29% Y/Y impression growth, with 27% of total Facebook ad spend in Q4.

Amazon Ads

• Sponsored Products: Spent grew 63% Y/Y, with 106% sales growth, making it a key channel for retailers.
• Sponsored Brands: Spent grew 56% Y/Y, contributing 18% of Amazon ad spend.
• Overall Format Spend: Sponsored Products accounted for 79% of Amazon ad spend, with 14% growth in non-brand formats.
• ROI: Improved by 26% Y/Y for Sponsored Products and 1% for Sponsored Brands.

Display & Paid Social

• Facebook Ads: Grew 15% Y/Y (excluding Instagram), with 20% increase in average CPM and 5% drop in impressions.
• Instagram Ads: Spent grew 38% Y/Y, with 29% impression growth and 7% of total Google Shopping clicks in Q4.
  • Instagram Stories: Generated 25% of Instagram ad clicks.
• Display Advertising: Grew 8% Y/Y across platforms, including Google Display Network (GDN) and DV360.
• Total Social Media Ad Spend: Grew 21% Y/Y.

Key Trends and Insights

• Google Shopping and Text Ads: Spending growth was roughly equal in Q4 2019, with Shopping showing a slight slowdown and Text Ads rebounding.
• Local Inventory Ads (LIA): Achieved an all-time high of 29% of Google Shopping clicks in Q4, peaking at 42% on Christmas Eve.
• Google Maps Clicks: Declined in share, dropping from 7.5% to 6.1% for text ad clicks, as brand keywords outperformed.
• Device Trends: Mobile devices accounted for 67% of paid search clicks, up from 64% in Q3. Phone spend share reached a new high of 39%, while tablet share fell to 5.6%.
• Platform Shifts: Amazon became a more aggressive competitor in Google Shopping, especially in categories like apparel and consumer electronics.
• Ad Performance: Desktop maintained a revenue per click (RPC) and CPC advantage over phones, with 63% higher RPC on desktop compared to phones.
• Audience Targeting: Similar Audiences and Customer Match saw increased usage, while RLSAs declined due to Apple's privacy changes.

Conclusion

Q4 2019 marked a period of stability in paid search spending for Google, with a shift in ad format performance and increased focus on brand keywords and responsive ads. Amazon and Instagram emerged as strong performers, with 63% and 38% Y/Y ad spend growth respectively. Organic search continued to decline, with Google maintaining dominance. Desktop remained a key driver for both CPC and RPC, despite mobile's continued growth in spend share.