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《iprospect-2017年q3季度付费搜索研究报告（英文）-2017-22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、2017Q3ByJessicaFreistat,Director,PaidSearchandMichaelKelley,Director,Data&InsightsiProspect.comCOPYRIGHT2017©iPROSPECT,INC.ALLRIGHTSRESERVED.iProspectQuarterlyReportPaidSearchTrends
3、2017Q32IntroductionInasurprisingtrend,Q32017recordedaquarterov
4、erquarter(QoQ)declineinCPC.ThismarksadeparturefromtheconsistentQoQCPCincreasesrecordedbetweenQ22016andQ22017.PrimaryfactorsthatcontributedtothisQ3decreaseinclude:Mobile:Advertiserscontinuedtoallocateagreaterpercentageoftheirbudgetstomobile,whichhasalowerCPCthandesktoponGoogle.Google
5、’sMay2017AdRankupdate:AnanalysisacrossiProspect’sclientsontheimpactofthisupdateshoweda4%decreaseinCPCfornon-trademarkterms.CTRIncreases:SearchCTRincreaseshavebeennotedacrosssomeadvertisersasaresultofongoingtestingandrefinementofexpandedtextadsaswellasongoingaudiencetargetingadoptiona
6、ndtesting,whichpositivelyinfluenceadrelevance,CTR,andQualityScore.InQ4,CPCislikelytoincreaseduringtheNovember/Decemberholidayseasonasad-vertiserswhoarecapitalizingonthepeakholidayshoppingseasondriveanincreaseincompetition.WhileiProspect’sQ2GoogleAdWordsdatashowedcontinuedincreasesinCP
7、C,Q32017sawaQoQdeclineinCPC,indicatingashiftincosttrending.Yearoveryear(YoY)CPCincreasescontributedtoclickdeclinesasadvertisersarespendingmoreperclickthusreceivingfewerclickswithintheirbudget,butQoQCPCdecreasesinQ3meanthatcostshaven’tcontinuedtoincreaseforadvertisersthispastquarter.©2
8、017IPROSPECT.ALLRIGHTSRESERVED.iProspectQuarterlyReportPaidSearchTrends
9、2017Q33ShoppinginvestmentandvolumecontinuetogrowinQ32017,onceagainreachingtheirhighestlevelstodate.Datashowedsignificantyearoveryear(YoY)declinesinShoppingCTRduetoanincreasednumberofimpressionsserved,whichwasattri
10、b-utabletoseveralchangesinShoppingadformatsonGoogle.DespitethelowerCTR,GoogleShoppingClickShareacrossiProspect’sadvertisersetincreased48%QoQ.ShoppinginvestmentandvolumecontinuetogrowinQ32017,onceagainreachingtheirhighestlevelstodate.Forthefirsttimesincethisreport’sinceptionin2014,iPro
11、spect
