tinuiti-2020年Q2谷歌广告报告（英文）-2020.9-21页_1mb

Google Ads Benchmark Report Summary - Q2 2020

Core Content Overview

This report provides insights into the performance of Google Ads campaigns during Q2 2020, highlighting key trends in spend, clicks, cost per click (CPC), and audience targeting across different device types and ad formats. The analysis is based on anonymized data from Tinuiti-managed Google Ads programs, which collectively exceed $700 million in annual ad spend.

Main Trends and Key Insights

Google Search Spend Growth

• Overall Search Spend Growth: Increased by 19% year over year, despite a 17% year-over-year decline in CPC.
• Impact of Amazon's Exit: Amazon exited US Google search auctions for text ads and Shopping in mid-March 2020, creating a thinner competitive landscape. This allowed other retailers to gain impression share and drive growth.
• Amazon's Return: Amazon returned to Google search auctions in mid-June 2020, but its presence remains lower than in early 2020, particularly in high-demand categories like CPG and health/personal care products.
• Competitive Landscape: Q3 is expected to be more competitive for retail advertisers with Amazon's return, especially in Shopping auctions.

Device-Specific Performance

• Phone Spend Growth: Rose to 28% in Q2, up from 11% in Q1. Phone CPC is 43% lower than desktop, with 63% of text ad clicks coming from phones.
• Desktop Spend Growth: Increased to 19% in Q2, marking two consecutive quarters of over 10% growth after a period of slower growth. Desktop CPC declined by 16%, but spend share is higher than click share due to higher costs.
• Tablet Spend Decline: Continued to fall, with tablet share of text ad clicks dropping to 4% and Shopping clicks to 4%. Tablet CPC is 29% lower than desktop for text ads and 45% lower for Shopping.

Click Growth and CPC Trends

• Click Growth: Overall, Google paid search clicks increased by 42% in Q2, with Shopping clicks rising by 53%.
• CPC Decline: The average cost per click declined by 17% for search, and 16% for text ads. This was driven by reduced competition during Amazon’s absence.
• Search Partner Network: Accounts for less than 1% of paid search clicks, a sharp decline from 7% in April 2019 due to Google’s reassignment of Shopping ads to the core network and Yahoo’s shift to Microsoft Ads.

Shopping Ads Dominance

• Shopping Spend Growth: Surged by 34% in Q2, driven by 53% click growth.
• Shopping Click Share: Now accounts for 60% of paid search clicks for the median retail advertiser, up from 55% last quarter.
• Device Click Share: Phones accounted for 73% of Shopping clicks in Q2 2020, with desktop at 23% and tablets at 4%. Showcase Shopping Ads are primarily mobile-focused, with over 90% of clicks from phones.

Text Ads Performance

• Text Ad Spend Growth: Rebounded to 11% in Q2, with 33% click growth.
• Dynamic Search Ads (DSA): DSA click share increased across all device types, indicating more reliance on automated targeting.
• Broad Match Decline: Broad match share of non-brand keyword clicks dropped below 10%, due to Google's expansion of close variants into exact and phrase match types.
• Close Variant Performance: Close variants now account for 41% of exact and phrase match clicks, with brand close variants performing nearly the same as true match types.

Audience Targeting Growth

• Targetable Audiences: Account for 62% of text ad spend and 52% of Shopping ad spend in Q2 2020, up from 54% and 50% respectively.
• Customer Match Audiences: Increased in spend share across all device types, though still under 3.5% overall. These audiences are based on PII (personal identifiable information) like email, phone number, and physical address.
• Similar Audiences: Accounted for 8-10% of spend across device types in Q2 2020, similar to the previous year. These audiences are based on similar search behavior to Customer Match or RLSA users.

Discovery Campaigns Adoption

• Discovery Campaigns Growth: The number of advertisers using Discovery campaigns more than doubled between January 2020 and June 2020. These campaigns target placements in Google Discover, YouTube, and Gmail.
• Impact on Performance: Discovery campaigns are becoming a key tool for advertisers to reach new and remarketing audiences.

Key Takeaways

• Amazon's temporary exit from Google search auctions in Q2 2020 created a competitive vacuum, allowing other advertisers to capture market share.
• Google Shopping continues to dominate paid search, accounting for 60% of clicks for the median retail advertiser.
• CPC declines across all device types were largely driven by reduced competition and increased online commerce demand.
• Tablet usage and spend continue to decline, with phone traffic becoming more cost-effective.
• Audience targeting, especially Customer Match and Similar Audiences, is becoming increasingly important for ad performance and conversion rate.
• Dynamic Search Ads and close variants are playing a larger role in driving clicks, though they require careful monitoring to ensure relevance and efficiency.

Conclusion

The Q2 2020 Google Ads landscape showed a mix of opportunities and challenges. While Amazon's absence led to a surge in spend and clicks for many advertisers, its return in mid-June signaled a return to a more competitive environment. Shopping ads remained the most effective format, with strong growth and increased share of clicks. Meanwhile, audience targeting strategies, especially those leveraging Customer Match and Similar Audiences, are becoming more critical for maximizing ad performance and conversion efficiency.