Search Ads spend will see an Cabo Verde Email List increase of 5.9% for 2020, according to the latest forecast from eMarketer . This estimate has been revised upwards after an initial forecast communicated at the start of the year which predicted a drop in spending due to the crisis in the travel sector. However, with the long duration of the Covid-19 pandemic and the repeated confinements, this trend has been completely upset and boosted thanks to the retail sector. Indeed, with the closure of physical stores and confinement, the e-commerce sector has propelled digital advertising spending in 2020, whether through Google Ads or Amazon Ads .

This trend is not considered temporary by eMarketer, but as a pattern that will emerge over the long term. However, although we are talking about an increase here, it is important to keep in mind that the latter is lower than what had been expected before the pandemic. The developments for 2020 and 2021 are therefore revised downwards, although growth remains positive. On the other hand, with this boost from e-commerce, the new predictions for 2022 are now much higher than what had been calculated before the coronavirus. As you can see below. In the end, it’s like stepping back to jump better!

Short-term forecasts

This year, it is estimated that US advertisers will spend $ 59.22 billion on Search ads, which is well above the 55.90 billion spent in 2019. This growth is explained by the explosion in spending on mobile advertising, while desktop investment has barely increased. eMarketer explains that this drop in spending on desktop is due to the unprecedented crisis in online travel booking. This kind of online purchase which requires upstream preparation on the part of the Internet user is generally done on a computer. Unfortunately, the Covid-19 pandemic has literally crippled any possibility of travel. At the same time, the e-commerce landscape has been good on mobile,

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since it is a medium on which Internet users are more able to buy consumer goods (clothing, high-tech, books, etc.) . This mobile trend joins the reports released by Google in the 2nd quarter of 2020 which explained that its mobile advertising revenues were better than expected, due to strong activity from e-merchants during the lockdown. Finally, note that in October, Google announced advertising revenue up 6.5% compared to last year, for the 3rd quarter of 2020. By 2024, advertisers are expected to spend $ 99.2 billion on Search in the United States alone. Mobile is expected to account for two-thirds of these expenses.

Long-term forecasts

However, Google expects to lose market share in the long run to Amazon. Indeed, with the increased domination of Amazon in the e-commerce landscape which attracts the majority of product searches , Jeff Bezos’ firm will steal more and more advertising revenue from that of Mountain View. digital advertising expenditure 2020 3 Google’s market share in online advertising is expected to fall from 61.3% in 2019, to 54.9% by 2022. At the same time, Amazon is expected to reach 21.5% of online advertising spend in United States in 2022. In this regard, the table above illustrates very well the strong growth of Amazon compared to that of Google in the years to come.

Lack of Reviews: We often see a correlation between low conversion rate and lack of reviews. Not having a review can dramatically reduce the conversion rate of your listings. That’s why we recommend actively encouraging users to leave a review. Poor review score: Poor review scores are often responsible for poor performance from a conversion perspective. In this case, we recommend that you review them manually, respond to reviews if possible, and identify and resolve the causes. Low Stock: Pass this information on to the relevant teams and see if they can ensure sufficient stock for these products. Lack of Images: If some product pages only have one or two images, review them and add a few more images.

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