• Search Engine Land
  • Sections
    • SEO
    • SEM
    • Local
    • Retail
    • Google
    • Bing
    • Social
    • Resources
    • More
    • Home
  • Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • Live
  • More
  • Events
  • SUBSCRIBE

Search Engine Land

Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • More
  • Newsletters
  • Home
Retail

For retail advertisers, Shopping ads continue to overshadow text ads

Fourth-quarter reports from Marin and Merkle highlight the importance of Shopping ads for merchants' search advertising strategies.

Ginny Marvin on February 12, 2019 at 3:32 pm
  • More

Shopping ads show no sign of softening, according to two reports on fourth-quarter search spending trends.

The findings. Marin Software, which aggregates performance data across customers using its campaign management platform, reported monthly e-commerce spend increased 5x between January and December 2018.

Across all verticals globally, Google Shopping ads captured 36 percent of search spend in Q4. Isolating accounts buying in USD currency, Shopping ads accounted for 27 percent of spend in Q4, down slightly from 28 percent in Q3, Marin found.

Performance agency Merkle reported spending on Google Shopping ads saw the highest rate of growth since mid-2016, with a year-over-year increase of 42 percent in Q4 among its customer base, which skews large retailer.

Shopping’s click share of Google search ad clicks for retailers also hit an all-time high of 63 percent.

Meanwhile, text ad spending dropped by 9 percent compared to the previous year.

Source: Merkle

Mobile Phone impressions for Google Shopping ads shot up 107 percent in Q4 2018 year over year, Merkle found.

Why you should care. “eCommerce is growing as an advertising channel and as a result, we’re seeing the industry shift more spend toward lower-funnel ad formats, such as Google Shopping Ads and Dynamic Product Ads on Facebook, that allow brands to capture consumers’ attention at the most critical points in the purchase journey,” said Wesley MacLaggan, SVP of Marketing at Marin Software.

Amazon Sponsored Brands and Sponsored Products are in that lower-funnel ad mix sellers on that platform as well.

On Google, the growth in Shopping ads — and further eclipse of text ads — shows no sign of slowing down. As competition Google Shopping keeps escalating, it becomes more critical for advertisers to ensure they are optimizing their product feeds, bids and budgets to maintain profitable campaigns. The growth of mobile Shopping impressions and clicks also means retailers need to pay extra attention to optimizing their site experiences for mobile.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Bing ShoppingChannel: RetailGoogleGoogle AdsGoogle Shopping AdsGoogle: Google ShoppingSearch Ads: Product AdsSearch Engines: Shopping Search EnginesStatsStats: GeneralStats: History

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter search marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Lorem ipsum doler this is promo text about SMX events.

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

Available On-Demand: SMX Create

×


Learn More About Our SMX Events

Discover actionable tactics that can help you overcome crucial marketing challenges. Our next conference will be held:

Next Event: Sept. 14-15, 2021

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • SEO Wars: How to Resist the Dark Side and Earn Links Organically
  • Data & Organizational Roadblocks? Your Path to Frictionless Revenue Optimization
  • Converting with Conversational AI
  • 4 Ways Chatbot Marketing Can Drive Sales
  • Client Reporting Best Practices Guide
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $199

Sidebar_Image
Receive daily search news and analysis.

Channels

  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social

Our Events

  • SMX
  • MarTech

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok