Using anonymized same-client samples derived from more than $2 billion in ad spend under management, Tinuiti uncovers the most essential trends defining the future of digital advertising. Read up on the key developments that unfolded on Google in Q4 2020 to help shape your marketing plans in 2021, including:
- Competition heated up in Google paid search auctions at the end of 2020, as CPC growth entered positive territory for the first time and Amazon’s presence in auctions surged
- The rapid rise of Google Discovery adoption and why advertisers will soon have to use these personalized campaigns to target Gmail ‘Promotions’ and ‘Social’ tabs
- Declining Google Maps clicks as the pandemic continued to hamper brick-and-mortar shopping, especially on historically big in-store shopping days like Black Friday
- Conversion rate declines in the middle of December as shipping delays and other variables began impacting consumer behavior
