Tinuiti：2020年Q2谷歌广告报告

根据Tinuiti最近的一份报告，2020年第二季度，购物广告在美国谷歌付费搜索收入的份额超过60%，高于去年第二季度的57%。在电子商务受到新冠肺炎疫情的显著影响之际，Tinuiti的报告列出了这些变化是如何影响谷歌购物广告的。

数据发现，尽管第二季度谷歌购物广告的每次点击平均成本下降了13%，但支出却增长了34%。这是过去四个季度最强劲的支出增长，伴随着点击量的进一步增长，点击量增长了53%。

就设备类型的点击份额而言，与去年同期相比变化不大。手机继续占谷歌购物广告点击量的大部分（73%），略高于去年第二季度的72%。台式机点击份额位居第二，从22%上升到23%，而平板电脑的点击量份额从7%下降到4%。

这些数字在一定程度上解释了美国平板电脑购物广告支出下降45%的原因，以及台式机支出增长37%和手机支出增长46%的原因。桌面广告支出以这种方式增加也可以归因于最近几个月在家工作，以及许多专业人士转向在家工作。

根据这份报告，广告主在第二季度受益于网购需求的激增。事实上，之前来自BazaarVoice和Engine Group等的研究表明，全球大流行对消费者购物习惯的影响促使网购成为默认购物的选项。

因此，接受调查的零售商将谷歌搜索投资的61%花在购物广告上也就不足为奇了，而且这一支出比2019年第二季度的57%有所上升。同样，美国谷歌购物广告的点击份额也从55%上升到60%。

According to a recent report by Tinuiti, in the second quarter of 2020, shopping ads accounted for more than 60% of Google's paid search revenue in the United States, up from 57% in the second quarter of last year. As e-commerce is significantly affected by the new crown pneumonia epidemic, Tinuiti's report outlines how these changes affect Google Shopping ads.

The data found that although the average cost per click of Google Shopping ads fell by 13% in the second quarter, expenditures increased by 34%. This was the strongest spending growth in the past four quarters, and with the further increase in clicks, clicks increased by 53%.

In terms of device type click share, there is little change compared with the same period last year. Mobile phones continue to account for the majority of Google Shopping ad clicks (73%), slightly higher than 72% in the second quarter of last year. Desktop click share ranked second, rising from 22% to 23%, while tablet click share fell from 7% to 4%.

These figures explain to a certain extent the reason why the U.S. tablet shopping ad spending has fallen by 45%, as well as the reason why desktop spending has increased by 37% and mobile phone spending has increased by 46%. The increase in desktop advertising spending in this way can also be attributed to working from home in recent months and many professionals turning to work from home.

According to this report, advertisers benefited from a surge in online shopping demand in the second quarter. In fact, previous studies from BazaarVoice and Engine Group have shown that the impact of the global pandemic on consumer shopping habits has prompted online shopping to become the default shopping option.

Therefore, it is not surprising that the surveyed retailers spend 61% of their Google search investment on shopping ads, and this expenditure is up from 57% in the second quarter of 2019. Similarly, the share of clicks on Google Shopping ads in the US has risen from 55% to 60%.