Google’s advertising business continues to soar thanks in large part to the company’s dominance in search, and mobile search in particular. And that strength is also helping the search giant develop deeper ties with e-commerce companies such as Carrefour SA and JD.com Inc. to help them take on Amazon.com Inc.
Google accounted for 93% of all organic search-driven visits during the second quarter, and 96% of U.S. visits driven by a mobile organic search, according to digital marketing firm Merkle’s “Merkle Digital Marketing Report Q1 2018.”
In addition to driving organic traffic to retailers’ websites, Google also drives a large share of consumers to click on paid search ads. Google reported Monday that paid clicks on ads on Google-owned properties, such as its search engine and YouTube, jumped 58% compared with the same period a year ago and 15% over the previous quarter.
The average cost per click on a Google ad on Google-owned properties fell 22% compared with the same period a year earlier.
The search giant says the number of impressions across Google-owned properties and its ad network rose 1%, and the cost per impression on those properties rose 14%.