09 Nov '17, 5pm

Four key holiday paid search trends to keep an eye on

The rise of online shopping in general has blurred the role of Black Friday, a historically brick-and-mortar sales holiday that’s now closing the gap on Cyber Monday in terms of paid search sales volume. Google Shopping has long outpaced text ads in terms of year-over-year growth (clicks, spend, sales, orders and so on) for online retailers, with holiday PLA sales growth accelerating relative to the year prior in both 2015 and 2016. Phones and tablets now account for more paid search traffic than desktop, and the click share of these devices will likely continue to grow this Q4, when we typically see a quarter-over-quarter lift in share. Lastly, users are increasingly turning to navigational tools like Google Maps for both brand and non-brand searches, and Google’s monetization of this traffic has likewise grown over the past year. These ads stand to be even more important...

Full article: https://searchengineland.com/four-key-holiday-paid-search...

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Four key holiday paid search trends to keep an eye on

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