2020年Q2谷歌广告报告（英文）

Q2 2020Google AdsBenchmark ReportTriopoly Series2Q2 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 advertisers 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 Shopping auctions in mid-June after getting its fulfillment capabilities back in line with the explosion in demand, though it isn’t 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 categories such as CPG and health/personal care products, though it’s 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 Amazon’s return.Another meaningful shift in auction dynamics occurred with Google’s move to release inventory on the Shopping tab to non-advertisers in late-April, producing free clicks for many brands that don’t advertise as well as those that do. Immediately following the announcement, the average number of distinct competitors in 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 didn’t meaningfully impact advertisers’ ability to invest in Shopping, with spend growing 34% year over year driven by 53% click growth.Spend on text ads grew 11% with a 33% increase in clicks, also helped along by strong growth in online commerce. Google has steadily expanded the definition of close variants over the last couple of years, which has led to an expansion in the number of different queries more restrictive match types like phrase and exact match are exposed to. In Q2 2020, more than 40% of all queries deemed exact match came from close variants, up from 12% in Q1 2016.Google Shopping now accounts for 60% of Google paid search clicks for the median retail advertiser, up from 55% last Q2. Shopping growth has outpaced text ad growth for most advertisers for several years, as iterations such as Showcase Shopping Ads, which typically show for shorter, more general queries, have allowed Google to inject Shopping ads into a wider variety of search auctions.The share of Google text ad spend attributable to targetable audiences rose from 54% in Q2 2019 to 62% in Q2 2020, while the same share rose from 50% to 52% for Shopping. Notably, the share of spend attributed to Customer Match audiences, which are based off of lists comprised of email addresses, phone numbers, and/or physical addresses, rose