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Paid Search Trends to Watch for the 2019 Holiday Shopping Season

Vacation is finally here! That means search marketers around the world are putting the finishing touches on strategies to get the most out of the next few weeks, the most important part of sales for many businesses. However, don’t enter the holiday shopping season without reading about these key trends that might help you wrap up your strategy a bit more. Google Shopping will likely be the Australia Phone Number List  star of retail It should come as no surprise to retailers that Google Shopping is hugely important to the success of paid search, and I’ve written about its rise many times over the years. This continues to be the case today,

This Fourth Quarter and the Months

as Google Shopping accounted for 48% of all Google search spend in Q3 2019 for retail advertisers in Tinuiti (my employer). Advertisers should once again prepare for Shopping to play a key role during this year’s winter holidays. However, this fourth quarter and the months beyond will be an important time for Google and advertisers to Australia Phone Number determine how long Google Shopping can continue its scorching pace of growth, as we begin to wrap our heads around the changes that have occurred in the end of the last. year that significantly increased Google Shopping traffic. As you can see from the chart below,

As Has Long Been the Case

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Google Shopping click growth fell from 41% in Q3 to 49% in Q4, and while growth has remained strong since then, there has been a deceleration. constant. As has long been the case, phones in particular are driving much of Google Shopping’s growth, and Australia Phone Number List in Q3 2019 clicks were up 36% on phones, compared to 27% in all. Last quarter’s jump coincided with an explosion in Google Shopping impressions, as Google seemed to prioritize Google Shopping over text ads. Impression growth was most pronounced on phones, where impressions grew 127% year-over-year in the fourth quarter versus 81% in the third quarter.

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