2017年Q3季度付费搜索研究报告（英文）

iProspect.com COPYRIGHT 2017 © iPROSPECT, INC. ALL RIGHTS RESERVED. Paid Search TrendsiPROSPECT QUARTERLY REPORT | 2017 Q3By Jessica Freistat, Director, Paid Search and Michael Kelley, Director, Data & Insights2iProspect Quarterly Report Paid Search Trends | 2017 Q3© 2017 IPROSPECT. ALL RIGHTS RESERVED.IntroductionIn a surprising trend, Q3 2017 recorded a quarter over quarter (QoQ) decline in CPC. This marks a departure from the consistent QoQ CPC increases recorded between Q2 2016 and Q2 2017. Primary factors that contributed to this Q3 decrease include: Mobile: Advertisers continued to allocate a greater percentage of their budgets to mobile, which has a lower CPC than desktop on Google. Google’s May 2017 Ad Rank update: An analysis across iProspect’s clients on the impact of this update showed a 4% decrease in CPC for non-trademark terms. CTR Increases: Search CTR increases have been noted across some advertisers as a result of ongoing testing and refinement of expanded text ads as well as ongoing audience targeting adoption and testing, which positively influence ad relevance, CTR, and Quality Score.In Q4, CPC is likely to increase during the November/December holiday season as ad-vertisers who are capitalizing on the peak holiday shopping season drive an increase in competition.While iProspect’s Q2 Google AdWords data showed continued increases in CPC, Q3 2017 saw a QoQ decline in CPC, indicating a shift in cost trending. Year over year (YoY) CPC increases contributed to click declines as advertisers are spending more per click thus receiving fewer clicks within their budget, but QoQ CPC decreases in Q3 mean that costs haven’t continued to increase for advertisers this past quarter. 3iProspect Quarterly Report Paid Search Trends | 2017 Q3© 2017 IPROSPECT. ALL RIGHTS RESERVED.Shopping investment and volume continue to grow in Q3 2017, once again reaching their highest levels to date. Data showed significant year over year (YoY) declines in Shopping CTR due to an increased number of impressions served, which was attrib-utable to several changes in Shopping ad formats on Google. Despite the lower CTR, Google Shopping Click Share across iProspect’s advertiser set increased 48% QoQ. For the first time since this report’s inception in 2014, iProspect also analyzed Bing Ads data across iProspect’s advertiser set. Investment in Bing has been growing steadily since Q3 2016 and continues to grow, up 22% YoY in Q3 2017. The following trends and insights are based on an analysis of data from more than 2,500 Google AdWords and Bing Ads accounts. All of these accounts are managed by iProspect U.S. (though the spend is not confined to U.S. markets), and together they represent more than 220,000 active campaigns, spanning both Search and Shopping ad formats. Shopping investment and volume continue to grow in Q3 2017, once again reaching their highest levels to date. 4iProspect Quarterl