According to the latest Digital Benchmark Report by Marin Software, shopping adverts continue to gain momentum as clicks increased 8% and click share 31% during Q4 2017.
Although Google now promises increased clicks and impressions for advertisers who use creative rotation technology with 3+ ads per group, the last quarter of 2017 saw a 3% boost in creative-light ad groups.
Overall, audience utilization continued to be fairly low.
Mobile’s share of ad spend grew 1% during Q4, representing a steady growth (see feature image). Mobile CPCs rose 25% compared to 2016. The report also notes that mobile traffic is still relatively cheap compared to desktop.
When it comes to sector, education remains the most expensive at an average $3.80 CPC. However, that’s a decline of 2% from Q3 2017. Meanwhile, technology and travel sectors are seeing some of the lowest CPCs at around just $0.50.
In social media, CPMs jumped 44% year-on-year demonstrating increased competition for consumer attention. However, CTRs remained fairly flat.