It seems like Dutch retailers have embraced Google Shopping as an important advertising channel. Last year, this industry more than tripled the budget spend on Google Shopping. The share of paid search advertising on Google Shopping increased from 6 percent in 2014 to 23 percent last year.
That’s just one of the conclusions from the Deloitte Report on Search Advertising 2016 [pdf], commissioned by industry organizations IAB and DDMA. It also found out search engine marketers never spent as much budget on mobile adverts as they did last year. “Advertisers understand that mobile advertising nowadays has become indispensable for their business”, says Jeffrey Bleijendaal from DDMA.
More money spent on mobile searches
Deloitte found that the share of paid search spend on phone searches increased significantly. Last year almost half (49 percent) of the search spend for travel and retail keywords is allocated on mobile devices. For finance keywords the spend on mobile search advertising is lower (38 percent of the budget), but phone is doubling in market share, from 9 percent to 19 percent share of revenue last year.
The paid search advertising market in the Netherlands realized strong growth throughout the last years. Paid search increased from 544 million euros in 2013 to 733 million euros in 2016, while display and classifieds grew from 711 million euros to 897 million euros during the same period.