谷歌：2020年Q2谷歌广告报告（英文版）(21页).pdf

1、Q2 2020 Google Ads Benchmark Report Triopoly Series 2 2 Q2 2020 Triopoly Series: Google Ads Benchmark Report While many advertisers that remained active through Q2 2020 decreased Google search spend for the quarter year over year, overall investment in Google search ads increased 19%, as some advert

2、isers focused efforts on digital promotion and took advantage of a thinner competitive landscape. This was especially true for retailers, which saw Amazon exit US Google search auctions for text ads and Shopping in mid-March across all product categories. Amazon returned to US Google text ad and Sho

3、pping auctions in mid-June after getting its fulfillment capabilities back in line with the explosion in demand, though it isnt back to the impression share levels observed earlier in 2020 for most product categories. In particular, its presence appears minimal against competitors in high-demand cat

4、egories such as CPG and health/personal care products, though its essentially back to full strength against competitors in the office supplies and sports equipment categories. Q3 will likely present a much tougher competitive landscape for many retail advertisers with Amazons return. Another meaning

5、ful shift in auction dynamics occurred with Googles move to release inventory on the Shopping tab to non-advertisers in late-April, producing free clicks for many brands that dont advertise as well as those that do. Immediately following the announcement, the average number of distinct competitors i

6、n desktop Shopping auctions rose 41% relative to the roughly year and a half prior, and many new brands are now getting free clicks from the Shopping tab. That said, the update didnt meaningfully impact advertisers ability to invest in Shopping, with spend growing 34% year over year driven by 53% cl