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Paid Search Spend Expected to Grow 22.5% This Year in Retail Sector

According to eMarketer’s latest figures, paid search spend in retail is expected to grow by 22.5% this year.

In total, retailers are expected to spend $13.12 billion on search advertising in 2019.

Retail spend will account for the largest share of search dollars this year at nearly one-quarter of the total US search market.

Oscar Orozco, a senior forecasting analyst at eMarketer, predicts this level of spending will continue with the rise of voice search:

“… search advertising has increasingly become a vital strategy for retail marketers to focus their budgets on. With the growth of voice search, we should also expect to see a continued emphasis on search in the foreseeable future.”

Here are some other figures included in the report related to retail advertising:

  • Retailers’ digital ad spend across all channels is growing by 19.1%.
  • Retailers are expected to spend $28.33 billion on digital ads in 2019.
  • More than two-thirds of retailers’ digital ad spend will go toward mobile advertising.
  • Mobile purchases will grow 28.9% this year and account for 37% of overall retail sales growth.
  • Retail sales made via desktop/laptop will grow 4.3% this year, accounting for just 8% of total retail sales growth.

Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

Paid Search Spend Expected to Grow 22.5% This Year in Retail Sector How Does PPC Advertising Work?

Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.

Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.

Sounds simple enough?

Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.

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