Google Spend, CPC, and Clicks 2019-2020 YoY ComparisonĪs we look more specifically at 2021’s Q3 and Q4 and compare those numbers to the “before” times of 2019, we see the strong acceleration in CPCs isn’t as significant of a challenge. As consumers spend more time online, it’s important to help scale the bottom of the funnel through upper-level awareness. KEY TAKEAWAY: Continue to focus on maximizing the bottom of the funnel. Combined with a slightly reduced CPC growth, it drove a 40% growth in spend. We ended Q4 with click growth slowing down YoY to more normal levels but still growing nearly 12%. But it’s important to understand what we’re comparing against and the sheer volume of consumers (and traffic/clicks) who have moved online and continue to transact online. As we moved forward in the year, some very tough competitors were making click growth look negative or mediocre in contrast to the boom year of 2020. We started the year looking at a solid growth in clicks with modest year-over-year (YoY) increases in CPCs. Moving forward into Q1 of 2021, we see the impact of our trends as contrasted against a volatile pandemic-driven 2020. Cost per click (CPC) dropped as Amazon and brick-and-mortar advertisers came out of the auction, and other retailers faced supply chain issues. Rapid growth in clicks occurred as the pandemic ramped up in Q2 of 2020 while we were sheltering in place, and as consumers, we moved all of our retail buying behavior online. When we look at the overall year trends for 2021 compared to 2020, we can see the vast difference in the two years’ performance.

Seven-Day Rolling Average, Aligned by ThanksgivingĬomparing Google Search Trends from 2021 to 2020.Device Cost Per Click and Revenue Per Click Performance.Mobile Usage Among Consumers Continues to Grow.Earlier Retail Offers Influence Holiday Shopping.Google Spend, CPC, and Clicks 2019-2020 YoY Comparison.Comparing Google Search Trends from 2021 to 2020.Looking back to a pre-pandemic 2019 helped us understand the changes we saw in the 2020 landscape to give advertisers insight into where to go from here. As we reviewed these data points from 2021, we evaluated the context of multiple years of data. We think of Google Search as the channel so driven by customer intent that it helps us understand changing consumer behavior. Visit Google's Privacy Policy to learn more about how we keep your data private, safe and secure.The last two years have been anything but ordinary, but it bears repeating when looking at performance marketing data – specifically Google Search trends. This includes differential privacy, which adds artificial noise to our datasets, enabling us to generate insights while preventing the identification of any individual person. We also used the same world-class anonymization technology used in our products every day to keep your activity data private and secure. People who have Location History turned on can choose to turn it off at any time from their Google Account and can always delete Location History data directly from their Timeline. Insights in these reports were created with aggregated, anonymized sets of data from users who had turned on the Location History setting, which is off by default. No personally identifiable information, such as an individual’s location, contacts or movement, was made available at any point. The Community Mobility Reports were developed to be helpful while adhering to our stringent privacy protocols and protecting people’s privacy.

Google trends 2021