“The Q3 report not only provides marketers with valuable benchmark data for their programs, but it also sheds light on some of the most impactful changes happening on media platforms – from Apple’s new Intelligent Tracking Prevention (ITP) to Facebook and Instagram ad performance to evolving Amazon ad formats.”
Takeaways from the report show that Google search ads achieved steady Y/Y spending growth of 18% in Q3, with clicks up 8% and cost per click (CPC) up 9%. Key metrics highlight the growing contrast between trends for traditional Google text ads and those for Google Shopping Ads, with advertiser investment in Shopping growing by 33%, compared to just 3% growth for text ads. Excluding navigational queries on advertisers’ own brand names, Google Shopping Ads generated 87% of Google search ad clicks for retailers in Q3.
Spending on phone Google search ads was up 33% Y/Y, while desktop spending increased 11%. Tablet spending growth was positive in Q3 for the first time in two years.