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Facebook Advertising Declining; Google Ads and Amazon Continue Their Consolidation

January 30, 2019 / AiT Analyst

The rise of Instagram Stories was among the biggest advertising news in 2018. However, it could not topple Google Ads and Amazon from the pedestal. Merkle a leading technology-enabled, data-driven performance marketing agency, has released its Q4 2018 Digital Marketing Report (DMR). This comprehensive report analyzed the latest trends across paid search, organic search, social, display, and Amazon Ads. The latest Merkle DMR provides insights into the performance of major industry players such as Google, Facebook, Amazon, Bing, Yahoo, and Instagram. Top takeaways from the report include Google Shopping ads growth of 42% Y/Y in Q4 2018, the highest growth rate for Shopping investment since mid-2016. On the flip side, text ad spending fell 9% Y/Y, following three-quarters of single-digit growth. For retailers, Google Shopping ads accounted for 63% of all Google search ad clicks, an all-time high.