{"id":629476,"date":"2024-08-01T18:14:50","date_gmt":"2024-08-01T15:14:50","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/digital-ad-prices-rise-across-channels-as-performance-holds-steady\/"},"modified":"2024-08-01T18:14:50","modified_gmt":"2024-08-01T15:14:50","slug":"digital-ad-prices-rise-across-channels-as-performance-holds-steady","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/digital-ad-prices-rise-across-channels-as-performance-holds-steady\/","title":{"rendered":"#Digital ad prices rise across channels as performance holds steady"},"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-6a33784f2f92a\" 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-6a33784f2f92a\" 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\/digital-ad-prices-rise-across-channels-as-performance-holds-steady\/#Despite_costs_increasing_conversion_rate_has_remained_steady_with_advertisers_making_the_most_of_the_latest_Google_and_Meta_tools\" >Despite costs increasing, conversion rate has remained steady, with advertisers making the most of the latest Google and Meta tools.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Despite_costs_increasing_conversion_rate_has_remained_steady_with_advertisers_making_the_most_of_the_latest_Google_and_Meta_tools\"><\/span>Despite costs increasing, conversion rate has remained steady, with advertisers making the most of the latest Google and Meta tools. <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nDigital advertising spend increased across retail media, paid search, and paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a> in Q2 2024, despite rising ad prices, according to new data from Skai.<\/p>\n<p><strong>By the numbers:<\/strong><\/p>\n<ul>\n<li>Retail media spend grew 21% year-over-year.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1090\" height=\"448\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.20.05.png.webp\" alt=\"Screenshot 2024 07 31 At 22.20.05\" class=\"wp-image-444593\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.20.05.png.webp 1090w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.20.05-600x247.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.20.05-800x329.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.20.05-200x82.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.20.05-768x316.png.webp 768w\" sizes=\"(max-width: 1090px) 100vw, 1090px\"><\/figure>\n<\/div>\n<ul>\n<li>Paid search spend increased 6% YoY.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"664\" height=\"816\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.20.50.png.webp\" alt=\"Screenshot 2024 07 31 At 22.20.50\" class=\"wp-image-444594\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.20.50.png.webp 664w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.20.50-275x338.png.webp 275w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.20.50-488x600.png.webp 488w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.20.50-92x113.png.webp 92w\" sizes=\"(max-width: 664px) 100vw, 664px\"><\/figure>\n<\/div>\n<ul>\n<li>Paid social spend rose 13% YoY.<\/li>\n<\/ul>\n<p><strong>The big picture.<\/strong> Higher ad prices drove most of the spending growth, while ad volumes (clicks and impressions) slowed or decreased in some channels.<\/p>\n<p><strong>Yes, but:<\/strong> Despite higher prices, key performance metrics like conversion rates have largely kept pace, suggesting improved ad efficiency.<\/p>\n<p><strong>Why we care.<\/strong> Despite higher prices, conversion rates are holding steady, suggesting potential opportunities for advertisers who can navigate the changing landscape effectively and aren\u2019t deterred by all the AI updates. <\/p>\n<p><strong>Between the lines: <\/strong>The shift to newer ad formats like Google\u2019s Performance Max and Meta\u2019s Advantage Shopping Campaigns+ is contributing to the changing dynamics.<\/p>\n<ul>\n<li>Performance Max now accounts for 13% of paid search spend on Skai\u2019s platform:<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"770\" alt=\"Screenshot 2024 07 31 At 22.22.53\" class=\"wp-image-444595\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.22.53.png.webp 750w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.22.53-329x338.png.webp 329w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.22.53-584x600.png.webp 584w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.22.53-110x113.png.webp 110w\" data-lazy-sizes=\"(max-width: 750px) 100vw, 750px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.22.53.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"770\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.22.53.png.webp\" alt=\"Screenshot 2024 07 31 At 22.22.53\" class=\"wp-image-444595\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.22.53.png.webp 750w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.22.53-329x338.png.webp 329w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.22.53-584x600.png.webp 584w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Screenshot-2024-07-31-at-22.22.53-110x113.png.webp 110w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\"><\/figure>\n<\/div>\n<ul>\n<li>Advantage Shopping Campaigns+ spending grew nearly 6x YoY, but still only makes up 5% of Meta spend<\/li>\n<\/ul>\n<p><strong>What to watch<\/strong>. As advertisers adapt strategies to handle higher prices, historical trends suggest this period of price increases may be temporary.<\/p>\n<p><strong>Bottom line.<\/strong> Advertisers are navigating a complex landscape of rising costs and evolving ad formats, but so far are maintaining performance through optimization and new tools.<\/p>\n<p><strong>The report.<\/strong> You can read the full <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/skai.io\/wp-content\/uploads\/2024\/07\/Q2-2024-Quarterly-Digital-Trends-Report.pdf\">Q2 2024 Quarterly Trends Report<\/a> (PDF) from Skai.<\/p>\n<p><canvas width=\"64\" height=\"64\"><\/canvas>\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><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/digital-ad-prices-rise-channels-performance-steady-444590\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Despite costs increasing, conversion rate has remained steady, with advertisers making the most of the latest Google and Meta tools. Digital advertising spend increased across retail media, paid search, and paid social in Q2 2024, despite rising ad prices, according to new data from Skai. By the numbers: Retail media spend grew 21% year-over-year. Paid&#8230;<\/p>\n","protected":false},"author":1,"featured_media":629477,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/SEL-Blog-1-800x458.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[107942],"class_list":["post-629476","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\/629476","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=629476"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/629476\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/629477"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=629476"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=629476"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=629476"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}