{"id":618118,"date":"2024-04-24T15:00:00","date_gmt":"2024-04-24T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/report-google-search-cpc-up-13-yoy-ad-spend-growth-slowing\/"},"modified":"2024-04-24T15:00:00","modified_gmt":"2024-04-24T12:00:00","slug":"report-google-search-cpc-up-13-yoy-ad-spend-growth-slowing","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/report-google-search-cpc-up-13-yoy-ad-spend-growth-slowing\/","title":{"rendered":"#Report: Google Search CPC up 13% YoY; ad spend growth slowing"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3a0e7cbe99e\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3a0e7cbe99e\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/report-google-search-cpc-up-13-yoy-ad-spend-growth-slowing\/#Despite_Google_Searchs_dominance_in_paid_media_dwindling_click_volume_makes_it_a_costly_battleground\" >Despite Google Search&#8217;s dominance in paid media, dwindling click volume makes it a costly battleground.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Despite_Google_Searchs_dominance_in_paid_media_dwindling_click_volume_makes_it_a_costly_battleground\"><\/span>Despite Google Search&#8217;s dominance in paid media, dwindling click volume makes it a costly battleground.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nGoogle search advertising spend in the U.S. rose by 17% year-on-year in the first quarter of 2024. Click growth continued to slow, hitting 4% YoY (compared to 8% in Q4 2023).\u00a0<\/p>\n<p>Cost-per-click continues to increase \u2013 up 13% YoY (compared to a 9% year-on-year increase in Q4 2023).\u00a0<\/p>\n<p><strong>CPC increase. <\/strong>This was most affected overall by an increase in Shopping ads CPC (both standard and PMax). <\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<ul>\n<li>CPC increased by 13%, a big jump from the 6% year-on-year increase in CPC of Q4 2023. <\/li>\n<li>That led to a 21% increase in ad spend year-on-year in Q1 2024, compared to the 13% increase year-on-year in Q1 2024.\u00a0<\/li>\n<\/ul>\n<p><strong>Google Search. <\/strong>CPCs are up 40-50% for retailers in the past five years.<strong>\u00a0<\/strong><\/p>\n<ul>\n<li>The typical retail brand running Google search ads has seen its average CPC rise by 40-50% compared to five years ago.\u00a0<\/li>\n<li>From Q1 2023 to Q1 2024, Google retail search ad CPCs rose about 20% for the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>n advertiser.\u00a0<\/li>\n<\/ul>\n<p><strong>PMax. <\/strong>Performance Max campaigns improve from quarter to quarter.\u00a0<\/p>\n<ul>\n<li>The relative performance of PMax campaigns compared to standard Shopping campaigns (SSCs) improved across most key metrics from quarter to quarter.<\/li>\n<li>Conversion rate was only 5% less than that of SSCs, compared to it being 13% worse last year, and 17% worse in Q4 2023.\u00a0<\/li>\n<li>PMax cost per click is 2% better than SSCs CPC, compared to it being 11% worse in Q4 2023.\u00a0<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"751\" height=\"313\" alt=\"Google Pmax Vs Shopping Campaigns\" class=\"wp-image-439861\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/google-pmax-vs-shopping-campaigns.png.webp 751w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/google-pmax-vs-shopping-campaigns-600x250.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/google-pmax-vs-shopping-campaigns-200x83.png.webp 200w\" data-lazy-sizes=\"(max-width: 751px) 100vw, 751px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/google-pmax-vs-shopping-campaigns.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"751\" height=\"313\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/google-pmax-vs-shopping-campaigns.png.webp\" alt=\"Google Pmax Vs Shopping Campaigns\" class=\"wp-image-439861\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/google-pmax-vs-shopping-campaigns.png.webp 751w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/google-pmax-vs-shopping-campaigns-600x250.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/google-pmax-vs-shopping-campaigns-200x83.png.webp 200w\" sizes=\"(max-width: 751px) 100vw, 751px\"><\/figure>\n<p>PMax continues to play a prominent role in advertising on Google:<\/p>\n<ul>\n<li>During the height of the Q4 2023 holiday shopping season, 91% of retailers placing shopping ads with Google were running PMax campaigns, which remained stable over Q1 2024<\/li>\n<li>On average, 89% of Google shopping advertisers were running PMax campaigns during Q1 2024, up from the 82% average in Q1 2023.\u00a0<\/li>\n<\/ul>\n<p><strong>Why we care:<\/strong> CPCs are increasing while clicks are decreasing. This is bad <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a> all around for advertisers. Especially since Google reportedly had been increasing ad prices to meet targets.<\/p>\n<p><strong>Report methodology.<\/strong> The Tinuiti Digital Ads Benchmark Report utilizes anonymized performance data from advertising programs managed by Tinuiti. The data is based on active programs with consistent strategies. All figures represent same-client growth and are not meant to officially reflect any specific advertising platform\u2019s performance or the experiences of every advertiser.<\/p>\n<p><strong>About Tinuiti<\/strong>. Tinuiti is a large independent performance marketing firm with over 1,000 employees that manages $4 billion in digital media.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Anu Adegbola<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=TheMarketingAnu&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/themarketinganu\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        <span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\">Anu Adegbola has been Paid Media Editor of Search Engine Land<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> since 2024. She covers<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> paid search, paid social, retail media, video and more.<\/p>\n<p>In 2008, Anu&#8217;s career started with<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.<\/span><\/span><\/p>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">Outside editing Search Engine Land article she is the founder of PPC networking event &#8211; PPC Live, host of <\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">weekly podcast PPCChat Roundup, and b<\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">rand evangelist at ClickTech.\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.<\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/report-google-search-cpc-up-13-yoy-ad-spend-growth-slowing-439860\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Despite Google Search&#8217;s dominance in paid media, dwindling click volume makes it a costly battleground. Google search advertising spend in the U.S. rose by 17% year-on-year in the first quarter of 2024. Click growth continued to slow, hitting 4% YoY (compared to 8% in Q4 2023).\u00a0 Cost-per-click continues to increase \u2013 up 13% YoY (compared&#8230;<\/p>\n","protected":false},"author":1,"featured_media":618119,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/05\/google-ads-ai-1920.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[107942],"class_list":["post-618118","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/618118","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=618118"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/618118\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/618119"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=618118"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=618118"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=618118"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}