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1、PaidSearchTrendsiPROSPECTQUARTERLYREPORT
2、2017Q4ByJakeHughes,Director,PaidSearch,CaitlinPortrie,Manager,PaidSearchandMichaelKelley,Director,Data&InsightsiProspect.comCOPYRIGHT2018©iPROSPECT,INC.ALLRIGHTSRESERVED.iProspectQuarterlyReportPaidSearchTrends
3、2017Q42IntroductionQ4wrappedupatransf
4、ormationalyearintheworldofpaidsearch.Manychangestothesearchenginelandscapeandshiftsinclientstrategiesinfluencedimprovementsincampaigntargeting,butalsocauseddramaticincreasesincost.Competitiongotfiercein2017withmoreandmorespendshiftingtowardmobileand,intheretailvertical,shoppingads.Frominc
5、reasesinmobileadinventorytothereleaseofmanynewshoppingadformats,theraceisontostaycompetitive.WhileGoogle’searningsreportsforthepastseveralquartersrevealedanoveralldecreaseincostperclick(CPC),it’sworthnotingthattheirreportcombinesalladformats(in-cludingYouTube,programmatic,Gmailads,etc),an
6、dthisaggregatenumberdoesn’trevealtrendsforeachtypeofad.PaidsearchandShoppingCPCreachedanall-timehighinQ42017,rising25%year-over-year(YoY).Thegoodnewsforbrandsisthatwhilethesechangesdrovehigherspendlevels,theyalsodrovebettercampaigneffi-ciency,whichinturndrovehigherconversions.PAIDSEARCHCP
7、CQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4201520152015201520162016201620162017201720172017©2018IPROSPECT.ALLRIGHTSRESERVED.GOOGLECPCTRENDSBYDEVICEKey:DesktopMobileTabletSOURCE:iPROSPECTQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4201520152015201520162016201620162017201720172017GOOGLEIMPRESSIONSGROWTHKey:SearchShoppingSOURCE:i
8、PROSPECTQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4201520152015201520162016201620162017201720172017BINGCPCTRENDSBYDEVICEKey:DesktopMobileTabletSOURCE:iPROSPECTQ1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4201520152015201520162016201620162017201720172017iProspectQuarterlyReportPaidSearchTrends
9、2017Q43RisingCPCcouldbecausedbyavari
10、etyoffactors;however,wecanpinpointthemaindriversbyrulingoutotherfactors,thefirsttwobeingbiddingforahigherpositiononthepage(sinceaveragepositionremainedflatYoY),andadvertisinglowerqualityads(sinceQualityScorealsoremainedflatYoY).ThismeansthattheCPCincreaseisbeingdriv
