The holidays drove intense competition among marketers and the victorious ad types foreshadowed what will be popular this year, says Kenshoo. Marketers sought efficiency in paid search and social advertisements, the company says.
Along with the infographic “Search and Social Snapshot” that Kenshoo sent to Target Marketing on Wednesday, the company sent a statement.
“The fourth quarter has long been about holiday sales, and the reliance on [Google] Product Listing Ads and Dynamic Product ads this season highlights the importance marketers placed on direct response ad types,” says Chris Costello, Kenshoo’s director of marketing research. “On top of the new social ad types, changes in bidding strategies in the social channel refocused advertisers on smaller quantities of highly targeted clicks to drive downstream actions, rather than engagement; this aligned with retailer sales goals during the holiday shopping season across all digital efforts to drive healthy performance improvements.”
In the “Marketers Leverage Direct-Response Ad Types for Increased Revenue in Q4 2015” statement and the infographic, Kenshoo’s key findings about paid search and social ads are:
- Social ad spend increased 50 percent year-over-year, driven by the introduction of Facebook Dynamic Product Ads and Instagram ads;
- Google Product Listing Ads accounted for 26 percent of all paid search impressions — despite accounting for only 8 percent last year;
- Mobile continued to serve as the primary growth driver in both channels and accounts for nearly all of the 8 percent spend growth in paid search, YOY;
- Social impressions decreased 21 percent, but clicks increased 30 percent, YOY;
- Social clickthrough rate rose 64 percent YOY; and
- Paid search impressions climbed 12 percent, clicks 32 percent and CTR 17 percent, YOY.
How do these figures align with your search and social budgets? Will these findings change your plans?
Please respond in the comments section below.
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