Since its launch in 2011, Merkle's quarterly Digital Marketing Report (DMR) has become one of the most highly regarded and frequently cited reports in the digital marketing industry, covering Amazon, Google, Facebook, Instagram, and more.

1. Q4 2018 Digital Marketing Report Review

2. © 2019 Merkle. All Rights Reserved. Confidential2© 2019 Merkle. All Rights Reserved. Confidential
We help the best brands in the world create
competitive advantage through people-based marketing.
We believe in marketing to people not proxies.
We believe the future of marketing is personal,
informed by data, powered by technology,
and delivered through creativity.

3. © 2019 Merkle. All Rights Reserved. Confidential3
7,000+
PEOPLE
55
OFFICES
10
COUNTRIES
Serving our clients across the globe
E M E A
L O N D O N , A M S T E R D A M ,
B A R C E L O N A ,
B E L G R A D E , B R E D A ,
B R I S T O L , D E R B Y,
D U B A I , E D I N B U R G H ,
F R A N K F U RT, G I J O N ,
H A M B U R G , M A D R I D,
M U N I C H , R O TT E R D A M ,
S T. G A L L E N , A N D
Z U R I C H
2 , 1 0 0 + P E O P L E
A P A C
S H A N G H A I ,
B A N G A L O R E ,
B E I J I N G , B R I S B A N E ,
D E L H I , M E L B O U R N E ,
N A N J I N G , P E RT H ,
P U N E , S I N G A P O R E
S Y D N E Y
9 5 0 + P E O P L E
A M E R I C A S
C O L U M B I A , AT L A N TA ,
B O S T O N ,
C H A R L O TT E S V I L L E ,
C H I C A G O, D E N V E R ,
D E T R O I T,
H A G E R S T O W N , L I TT L E
R O C K , L O S A N G E L E S ,
M I N N E A P O L I S , N E W
Y O R K , P H I L A D E L P H I A ,
P I TT S B U R G H , S A LT
L A K E C I T Y, S A N
F R A N C I S C O , & S E ATT L E
4 , 0 0 0 + P E O P L E

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Merkle Digital Marketing Report: Q4 2018
Released January 29th, 2019
Download the
full report here.

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Google Paid Search

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Google Paid Search Investment Growth Remains Steady

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Google Shopping Spend Grows at Fastest Rate in Over Two Years

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Google Phone Spend Growth Rises After Jump in Shopping Impressions

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Industries Outside of Retail Did See Positive Investment Growth for Google Text Ads

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Shopping Ads Now Account for 89% of Retailers' Non-Brand Google Paid Search Clicks

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Shopping Ads Now Account for 89% of Retailers' Non-Brand Google Paid Search Clicks
Traffic funneled to more
specific query

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Showcase Shopping Click Share Continues Steady Rise

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Google Showcase Shopping Ads – Video Option Launched in September

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Local Inventory Ad Share of Google Shopping Clicks Jumps Five Points

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Google Shopping Ad Revenue Per Click Strong through Click Share Gains

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Search Partner Share of Google Shopping Clicks Set to Drop in 2019

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Search Partner Share of Google Shopping Clicks Set to Drop in 2019

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Search Partner Share of Google Shopping Clicks Set to Drop in 2019
Yahoo ramped up
serving Google Shopping
ads in early 2016

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Amazon's Google Shopping Approach Appears Unchanged During Holiday Season

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Brand Keyword CPC Inflation on Google Continues to Slow

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Google Minimum Text Ad Bids Steady, but CPCs Have Risen

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Position One Taking More Desktop Google Search Text Ad Clicks

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Reach of Audience Targeting for Google Search Ads Rebounds

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Apple ITP 2.0 – Launched with Safari 12 on Desktop and iOS in mid-September

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Share of Google Clicks from Audience Targeting Had Dropped after Apple’s ITP 2.0
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
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Customer Match Similar Audiences RLSA

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Audience Click Share Gap Between Safari and Other Browsers Widens

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iOS Devices and Safari Desktop Produce Majority of Google Search Ad Clicks

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Google Shopping Actions Making an Impact Yet?

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Walmart Exits Google Express and Shopping Actions

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What Does this Say About Voice E-commerce?

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Amazon Ads

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• Whether impressive growth in DuckDuckGo query volume is translating into meaningful site visit increases for brands
• How Google search ad remarketing volume has trended in the months following the launch of Apple’s ITP 2.0
• What’s at stake as Bing Ads becomes the exclusive search ad provider for Yahoo and its properties
• How fast advertisers have increased Instagram budgets and how big it has become to total Facebook ad investment
Download the full report here to
learn more about Amazon Ads and…

33. Thank you.