2016-2017 Digital Advertising and Digital Marketing Stats
- CPCs (Cost Per Click) fell 6 %
- Google Shopping network increased 36%
- Facebook Paid Social Ads increased 63%
- Yahoo Gemeni and Bing ad spending decreased 12%
- Organic searches through Google fell about 1% in 2016-2017
Those who wish to download the Merkle Digital Marketing Report for the third quarter of 2016 can now do so. This marks the 20th edition of the quarterly report, and it is designed to showcase trends through both organic and paid searches, display, social media, and shopping engines. The report also offers explanations as to the most growth-oriented techniques for each individual advertising platform, including Microsoft, Yahoo, Google, and Facebook.
The Q3 report is especially significant because it includes a whopping 60 charts that are all relevant to the analysis of digital marketing services. Many of these charts are related to a few recent small but significant changes to the way Google advertising operates its paid search system. Local search ads have been expanded to show in Google Maps, and phone search results now have an additional text ad location for a total of four text ads per phone search result. The report also details the performance of the new Expanded Text Ad system from Google.
A webinar that went through the majority of the pertinent details from the report was held on October 27th of 2016, and the event was recorded so it can be viewed by those who weren’t able to be at the live event.
In the third quarter of 2016-, the digital advertising agency report shows that Google search ads saw growth of 20 percent, and while that is quite good, it was down from the previous quarter’s growth of 22 percent. During the same time, CPCs fell 6 percent while click volume increased 28 percent.
Spending through the Google Shopping network increased 36 percent during the quarter, and that was mirrored through a 59 percent rise in clicks.
Yahoo Gemini and Bing Ads see combined statistics, yet their ad spending decreased about 14 percent in the third quarter of 2016. Of course, that is improved from a 17 percent decline in the previous quarter. During that same time, the phone spending for paid searches increased 134 percent, yet desktop and tablet spending decreased by about 4 percent.
Organic search visits also saw a decrease of about 5 percent, which was improved from the previous quarter’s decline of 7 percent. Search visits that happened organically through smartphones increased 9 percent, which was the first time in the year they increased at all.
Organic searches through Google actually fell about 1 percent during the quarter, but that is a direct result of the company attempting to boost their revenue through mobile search results. Yahoo and Bing organic visits fell as well, at rates of 21 percent and 2 percent respectively.
It should come as no surprise that smartphones were responsible for 48 percent of all organic searches, and that number has increased from the previous quarter. However, that number is still less than the number of paid search clicks through the same medium. The Facebook platform was responsible for generating about 61 percent of all social media site visits, and that represented a total of 4 percent of all mobile website visits.
Paid social ads and display ad spending increased about 46 percent in 2016’s third quarter, and Facebook saw the highest individual increase at 63 percent.
Total comparison shopping engine speeding for the eBay Commerce Network rose to a staggering 65 percent during this quarter, and while some small service providers account for a small percent of that spending, the main rival to eBay, Connexity, saw a decrease to 29 percent during the quarter. About 16 percent of all comparison shopping engine clicks came from smartphones, and while that rate was roughly the same as the rate from the previous quarter, it was still far less than the rate for Google Shopping.