Following a successful first quarter, Q2 search query volume and search investment remained relatively flat, both YoY and QoQ from Q2 2017. Not uncommon, we will likely see search increase in Q4 ahead of the holiday season.
iProspect’s Paid Search Trends infographic for 2018 Q2 is a great visual overview on how things landed this past quarter.
After great improvements in Click-Through-Rate (CTR) in Q1 2018, CTR dropped minimally in Q2, proving brands’ abilities to scale, while maintaining strong engagement. CPCs increase slightly QoQ, driven by increased competition during the summer months in numerous verticals, a trend we’ve seen in previous years as well. Additionally, Bing market share continued to climb, making up more than a quarter of overall search impression volume. Google continues to dominate the search market, but brands should take advantage of both engines as they’ve seen significant improvements in audience targeting over the past year.
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