资源描述：
《安布思沛-2017年q4付费搜索广告趋势报告（英文）-2018-19页》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、PaidSearchTrendsiPROSPECTQUARTERLYREPORT
2、2017Q4ByJakeHughes,Director,PaidSearch,CaitlinPortrie,Manager,PaidSearchandMichaelKelley,Director,Data&InsightsiProspect.comCOPYRIGHT2018©iPROSPECT,INC.ALLRIGHTSRESERVED.iProspectQuarterlyReportPaidSearchTrends
3、2017Q42IntroductionQ4wrappedupatransformation
4、alyearintheworldofpaidsearch.Manychangestothesearchenginelandscapeandshiftsinclientstrategiesinfluencedimprovementsincampaigntargeting,butalsocauseddramaticincreasesincost.Competitiongotfiercein2017withmoreandmorespendshiftingtowardmobileand,intheretailvertical,shoppingads.Fromincreasesinmobilead
5、inventorytothereleaseofmanynewshoppingadformats,theraceisontostaycompetitive.WhileGoogle’searningsreportsforthepastseveralquartersrevealedanoveralldecreaseincostperclick(CPC),it’sworthnotingthattheirreportcombinesalladformats(in-cludingYouTube,programmatic,Gmailads,etc),andthisaggregatenumberdoes
6、n’trevealtrendsforeachtypeofad.PaidsearchandShoppingCPCreachedanall-timehighinQ42017,rising25%year-over-year(YoY).Thegoodnewsforbrandsisthatwhilethesechangesdrovehigherspendlevels,theyalsodrovebettercampaigneffi-ciency,whichinturndrovehigherconversions.PAIDSEARCHCPCQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q42015201
7、52015201520162016201620162017201720172017©2018IPROSPECT.ALLRIGHTSRESERVED.GOOGLECPCTRENDSBYDEVICEKey:DesktopMobileTabletSOURCE:iPROSPECTQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4201520152015201520162016201620162017201720172017GOOGLEIMPRESSIONSGROWTHKey:SearchShoppingSOURCE:iPROSPECTQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q420152015
8、2015201520162016201620162017201720172017BINGCPCTRENDSBYDEVICEKey:DesktopMobileTabletSOURCE:iPROSPECTQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4201520152015201520162016201620162017201720172017iProspectQuarterlyReportPaidSearchTrends
9、2017Q43RisingCPCcouldbecausedbyavarietyoffactors;however,wecanpinpointthemaindrivers
10、byrulingoutotherfactors,thefirsttwobeingbiddingforahigherpositiononthepage(sinceaveragepositionremainedflatYoY),andadvertisinglowerqualityads(sinceQualityScorealsoremainedflatYoY).ThismeansthattheCPCincreaseisbeingdriv
