Since Yahoo announced in October 2015 that it had struck a new search ad deal with Google, advertisers and analysts have been left to wonder if or when the agreement would lead to any meaningful changes in the search advertising landscape. Keen-eyed marketers had spotted Google ads serving on Yahoo even in the months before the official announcement, but until recently, these tests (including a new Product Listing Ad (PLA) format) appeared to have remained very limited. Merkle data now suggests that Yahoo began significantly ramping up its use of Google Shopping Ads (aka PLAs) as early as the end of March.
Category Archives: SEM
It’s no secret that Chinese consumers are among the world’s most brand-conscious buyers. In fact, they’re willing to pay more for branded products compared to their price-driven peers in other markets. Chinese consumers are also more likely to use search to research and validate brands, while US searchers are more likely to search non-brand products and look for price comparisons. As such, brand value is extremely important in China. Sounds like a brand marketer’s dream. But why should this matter to digital marketers? It matters because China is the world’s largest mobile market. Its rising middle class is extremely comfortable purchasing across digital devices, not to mention nearly 90% of Chinese consumers use Baidu for search. Simply put, the stakes are high for brands in China’s hyper-competitive digital ecosystem.
Today we are excited to release the first ever Merkle|RKG Cyber Weekend Search Marketing Preview Report for download. This special holiday-focused report includes detailed trends and analyses to provide retailers with important final context before the busy holiday shopping season kicks off in earnest this week.
We are excited to announce the release of Merkle RKG’s Q3 Digital Marketing Report for download today. As always, the report offers in depth analysis of trends impacting paid search, SEO, comparison shopping engines, display advertising, and other areas spanning the digital marketing spectrum.
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