iProspect-2017年Q3季度付费搜索研究报告（英文）-2017-22页-3mb

Paid Search Trends Summary - Q3 2017

Core Content

This report outlines the key trends and insights observed in Paid Search performance across Google and Bing for Q3 2017. It highlights changes in CPC, CTR, and Shopping trends, along with vertical-specific data for Retail, B2B, and CPG sectors.

Main Points

CPC Trends

• Google CPC Declined QoQ: Q3 2017 saw a 5% QoQ decline in Google CPC, a notable shift from previous quarters. This was primarily driven by declining Search CPC and a 5% QoQ increase in Shopping CPC.
• YoY CPC Increases: Across all devices, Google CPC increased 27% YoY, with Search CPC up 31% and Shopping CPC up 15%.
• Bing CPC Increased YoY: Bing saw a 40% YoY increase in CPC, with Search CPC up 43% and Shopping CPC up 7%.
• Device Differences:
  • Google: Mobile CPC was 28% lower than desktop in Q3.
  • Bing: Mobile CPC was 18% higher than desktop.

CTR Trends

• Google CTR Increases: Google Search CTR increased 28% YoY, with desktop seeing the largest increase at 48%.
• Google Shopping CTR Declines: Google Shopping CTR decreased 21% YoY, attributed to an increase in the number of ad units shown per query.
• Bing CTR Increases: Bing Search CTR increased 7% YoY, while Shopping CTR decreased 52% YoY due to broader queries and increased ad placements.

Shopping Trends

• Google Shopping Investment: Reached record levels in Q3 2017, with impressions up 79% YoY and clicks up 42% YoY.
• Mobile Shopping Growth: Mobile impressions and clicks for Google Shopping grew significantly, with impressions up 93% YoY and clicks up 54% YoY.
• Bing Shopping Fluctuations: Bing Shopping investment peaked in Q4 2016 and has been fluctuating throughout 2017. Bing Shopping CPC was 40% higher than Bing Search CPC in Q3.

Key Insights

Vertical-Specific Trends

• Retail:
  • Google Shopping investment and clicks reached the highest levels in Q3.
  • Google Shopping made up 29% of clicks, while Google Search accounted for 71%.
  • Bing Shopping investment increased by 126% YoY, with CPC up 60% YoY.
• B2B:
  • B2B CPC decreased 30% YoY on Google and 57% YoY on Bing.
  • CTR increased 50% YoY on Google, with mobile CTR up 144% YoY on Bing.
  • B2B advertisers are increasingly focusing on mobile optimization and advanced audience targeting.
• CPG:
  • CPG CPC increased 69% YoY on Google and 61% YoY on Bing.
  • CTR increased 153% YoY on Google and 31% YoY on Bing.
  • QoQ CTR for CPG Search increased by 28% on Google and 4% on Bing.

Future Outlook

• Q4 Holiday Season:
  • CPC is expected to rise on Google and Bing due to increased competition during the holiday season.
  • Retail sales are projected to increase 3.1% in November and December, while Ecommerce sales are expected to grow 16.6%.
  • Advertisers should focus on:
    • Supporting key products in both Search and Shopping.
    • Leveraging remarketing lists for holiday shoppers.
    • Using ad customizers for targeted messaging.
    • Deploying Dynamic Search Ads for long-tail queries.
    • Utilizing location-based bidding and ad extensions.
    • Exploring Google Express and Amazon advertising opportunities.
• Voice Search:
  • Voice search and virtual assistants are expected to play a larger role in holiday research.
  • Advertisers should include question-based keywords and location qualifiers (e.g., "near me") to optimize for voice search.

Data Overview

• The report is based on data from over 2,500 Google AdWords and Bing Ads accounts managed by iProspect U.S.
• It includes Google Search, Google Shopping, Bing Search, Bing Shopping data.
• It does not include YouTube or the Google Display Network.

About the Authors

• Jessica Freistat, Director of Paid Search, leads the Paid Search teams in Boston and focuses on executional excellence and account strategy.
• Michael Kelley, Director of Data & Insights, provides analytics services including Measurement Strategy, Attribution, Forecasting, and Reporting.

About iProspect

• iProspect is a global digital marketing agency with 4,200+ employees in 91 offices across 55 countries.
• It offers performance-based marketing strategies for brands in various industries, including Retail, B2B, CPG, and Travel.
• The agency has been recognized as the "Best Agency for Performance Marketing" by iMedia for three consecutive years and the 2015 MediaPost Search Agency of the Year.