At this point, shopping ad growth has continued to cannibalize text ad spend on desktop. Retail spend has gone from paid search text ads to paid search shopping ads on desktop this Black Friday weekend when compared to last year. This came from an AdGooroo report, which is a Kantar Media company, based on analysis of 2,500 top retail product keywords.
From Black Friday through Cyber Monday, advertisers had spent $8.9 million on Google desktop text ads across the keyword set analyzed in the US this year Back in 2015, $15.4 million had was spent by advertisers. Product listing ad spend on desktop has actually increased from 2015’s $2.9 to $9.6 million during the 2016 period.
This is a total spend of $18.5 milion in 2016 compared to a lower $18.3 million just a y ear ago. Google had removed text ads a year ago from the right rail of deskop results. Product listings ads have displayed either above the organic results in the mainline or in the right rail.
Unsurprisingly, Amazon was the leader when it came to the click share from text ads on Google desktop. They garnered 6.3 percent of clicks over the weekend. Keep in mind that Amazon doesn’t participate in Google Shopping. Walmart accounted for 8.1 percent of desktop product listing ad clicks for the period