Google is fast at work refining and consolidating its Ads platform. The tech giant has rolled out a number of new features and ad formats that increase automation across campaigns, improve the mobile experience, and drive in-store shopping. As Google Ads has evolved, so too must retailers’ performance marketing strategies.
My employer, Sidecar, a performance marketing technology company, has observed several new trends that are reshaping the retail market.
We conducted in-depth research, analyzing performance for hundreds of retailers that had active shopping and search campaigns in 2017 and 2018. What we found was that retail marketers’ Google Ads budgets shifted dramatically in those two years, as did their top revenue drivers. That means new opportunities are emerging within Google paid search and shopping campaigns. In order to capitalize, marketers must rethink their approaches to search.
Here are three of the biggest trends that are shaking up Google Ads in 2019.
The Tables Have Turned for Paid Search and Shopping Ads
Both paid search and shopping ads experienced significant growth in terms of spend in 2018, but the rate of growth inverted. In 2017, Google Shopping growth reached new heights with a 34% increase in ad spend within the channel. While ad spend still expanded in 2018, it did so at a lower rate of 24%.
Paid search, on the other hand, jumped from 2% growth in 2017 to a 17% ad spend increase in 2018.