Digital Marketing Researches & Reports

Digital Marketing Report, Q2 2017 | Merkle

Digital Marketing | North America

Google is more than just a search engine, it offers a ton of tools in addition to its search engine that can be hugely valuable for marketers. In the Q2 of 2017, Google search spending increased by 23% year-over-year and Facebook budgets continued to grow much more rapidly than the online ads industry as a whole.

Be aware of the recent insights into digital marketing and read the below:

Paid Search

  • Search spending in the US across Google AdWords, Bing Ads, & Yahoo Gemini ad platforms increased 20% in Q2 2017, up from 15% growth in Q1.
  • Cost Per Click (CPC) also increased 1% in Q2 to reach 18% after 14 in Q1.
  • Google search ads spending on the desktop rose from 20% in Q1 to 22% Y/Y in Q2 2017.
  • Brand CPCs declined to 8% Y/Y for the full quarter, while clicks rose 9% and ad spend didn’t see any increase or decrease.

Organic search & social

  • Google organic search visits increased by 5%, Yahoo organic search visits and Bing visits fell 7% in Q2 2017.
  • Google’s share of visits produced by mobile organic search jumped from 91% in 2016 to 93% in Q2 2017.
  • The share of visits produced by social media dropped from 3.3% in Q1 2017 to 3% in Q2 2017.
  • Mobile devices, including both phones and tablets, produced 69% of site visits from social media in Q2 2017, up from 67% in Q1.

Display & Paid Search

  • Brand advertising on Facebook increased investment by 56%.
  • Facebook click traffic increased at a rate of 39%.
  • Most of all Google display network (43%) spend came from phones in Q2, while 12% came from tablets.
  • Phones and tablets hold the vast majority of Facebook ad spend in Q2, and mobile spend share rose from 76% in Q1 to 82% in Q2.

Shopping Engines & Feeds

  • In terms of comparing the prices for products at various online stores – Comparison Search engine – (CSE), eBay commerce network is the dominant CSE spending share with a rate of 35% in Q2.
  • Advertisers spent 43% more on Amazon sponsored products.

Digital Marketing Report Q2 2017 Merkle


Data were driven from samples of Merkle clients from the North American market region, who have worked with Merkle for each marketing channel.


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