Research
Google Ads Benchmark Report
Q4 2021
Google Ads Benchmark Report
With Google search ad spending growth remaining robust for retailers during the all-important holiday shopping season, Q4 2021 was the fourth quarter in a row that Google saw over 30% Y/Y growth in search spending. Search growth was even stronger outside of retail, while YouTube continued to see big gains in advertiser investment.
Read the full Google Ads Benchmark report for more detail on these trends along with over 25 charts with analysis on topics including:
- Why sales driven by Google search ads grew the most over early November and late December, and how higher average order value fueled those gains
- How competition from Amazon, Target, and Walmart for Google s search ad impressions ramped up during Q4 and how retailer CPCs fared
- The rise of alternative Google audience targeting tools in the wake of privacy measures that have diminished the role of cookie-reliant audiences
- The jump in advertiser spend share for YouTube viewers watching on TV screens compared to a year earlier and the effect on overall CPM growth
