What happened last quarter, and what does that mean for 2022?
For the holiday season, supply chain worries loomed large as consumers made decisions about when and how to shop. Meanwhile, advertisers across verticals braced for the potential of another quarter with heightened ad costs. How did those factors influence performance across channels?
Since its launch in 2011, the Digital Marketing Report (DMR) has become one of the most highly regarded and frequently cited reports in the digital marketing industry. How are key performance indicators across Google, Facebook, Amazon, and Instagram faring? Where are the opportunities and what shifts can you make to your strategy?
Local Inventory Ads averaged 35% of Google Shopping click share for the quarter and reached 50% in the days leading up to Christmas.
Organic search travel visits continued to rebound Y/Y, with growth of 41% in Q4. Retail and consumer goods saw 14% fewer Y/Y organic visits, driven by declines in non-essential goods.
Within paid social and display, TikTok captured 4% of advertisers’ spend, compared to 2% in Q3. Though currently small, TikTok’s share is expected to grow in 2022.
Amazon Sponsored Products saw Q/Q improvements across nearly all metrics. Clicks were down just 11% Y/Y, while a 27% Y/Y reduction in CPC drove Y/Y spend down 35%.
Each quarter, the Digital Marketing Report (DMR) takes a detailed look at performance across digital channels, including paid search, SEO, product ads, CSEs, programmatic, and social media. It also provides insight into major digital trends including share of traffic for search engines, digital platforms, and across devices. Using many of our long-standing clients as an index, Merkle has compiled these reports since 2011 to provide the industry with a set of trustworthy benchmarks that can be leveraged to inform analysts and improve advertising.
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